I don’t know how many friends know about positioning. Positioning is a very important link in foreign trade. If you don’t find out your own position and randomly recommend and develop non-target customers, you will not only waste your own time, but also your customers’ time. The products of many friends are good in all aspects, but because of unclear positioning, many opportunities have been missed. Why do you say that?
01. How to Find Breakthrough Points Without Price Advantage A student stepped on such a pit before. Let’s take a look at his problem first: Bingda, I recently contacted a colleague’s customer and they are still cooperating. I know the price of our peers is lower than ours, but I think our quality is better, so I still want to fight for the chance.
I directly quoted the price of similar products with the customer, but the customer replied that our price was too high. Later, I made a comparison table between our products and those of our peers, in which we listed the list of materials we used and the list of materials of our peers.
However, after comparing the lists, I found that the product cost of our company is indeed higher than that of our peers. Later, the customer was asked to take samples for testing, and the customer also agreed to the test. However, after receiving the samples, the customer said that our products were indeed of good quality, but the problem was that the customer still said that the price was too high and was not within their budget, so they did not consider our products for the time being. However, our factory is really unable to meet the price of the same trade. How can we continue to look for breakthrough points under such circumstances?
02, understand the customer’s needs In fact, your rhythm is right. First, analyze the differences and highlight the advantages and characteristics to prove why your price is slightly higher. Then the sample is used as a stepping stone to let the customer confirm the sample. This step is also crucial. So now that you’ve done everything you need to do, that’s enough, and then you can only continue looking for opportunities.
But the problem is that the customer said that he thought your products were too expensive to bear, which is completely understandable. It is quite normal that your products may fall short of each other’s budget, so no consensus can be reached.
Let me make an analogy. It’s like you have a sum of money in your hand. You can buy 140 square meters, but the place is in the suburbs.
If you have to buy downtown, maybe this money is only enough to buy 90 square meters. This is the reality. Most of the time, we have to compromise and choose between the two. If the customer chooses you, they will have to pay a premium for quality. If the customer’s budget is only for this, they can only choose cheaper but slightly lower quality products.
03, find out your position In fact, this is what I mean by positioning. I told everyone long ago that we must find our own positioning. In the field of foreign trade, it can be understood as subdividing the user market. Before positioning, you can ask yourself these five questions:
First, what is my quality in the industry?
Second, what range is our price?
Third, where can we cooperate more with customers?
Fourth, which of our advantages and characteristics can be displayed?
Fifth, which customers are most suitable for us?
The first four of these five questions are about their own positioning and the fifth is about the subdivision of customer groups.
As I said, it is not necessary to “match the right person” in doing business. For example, large buyers can only find large suppliers, while small suppliers have no chance at all. This is not the case. However, according to its own characteristics, it is still very necessary to find its own positioning and target customer groups.
Therefore, if one word is used to explain the positioning, I will summarize it as: pertinence. Just like the friend mentioned in the above case, their products are of good quality and high price, so we can’t just think about competing with our peers for price, otherwise there is no way out.
If a customer only cares about the price but does not have too many requirements on the quality of the product, you still have to compete with the supplier who offers the cheapest price, which is thankless.
In the end, the price can’t be done. If you choose to give up, you might as well put your time somewhere else in the beginning. We can turn to the professional route, provide the most professional services and find customers who eat this set.
Just like some Hong Kong and Taiwan suppliers can do well because they have found their own positions.
Compared with many mainland suppliers, Hong Kong and Taiwan suppliers do not have much advantage in price, but they can still gain a place through professional services.
On the other hand, like some small and medium-sized suppliers, it is also the same.
If your products, prices and payment methods can not meet the requirements of large buyers, but you have to reluctantly develop them, you will waste people’s energy and the results will be very good. Not only that, but it will also attack the enthusiasm of oneself and the team. If your service is very good and several of your old customers rely on and trust you for long-term cooperation, you can strengthen this advantage when developing other customers.
Both individuals and companies have limited time. Give up when it is time to give up and fight when it is time to fight. I have always encouraged everyone not to give up easily, but I also hope everyone will not waste their time unnecessarily.
Buyers also have their own purchasing preferences. For example, I know Kohler’s products are very good, with first-class quality and first-class design. The price is medium to high in German brands, but I just like Hans Geyer better.
There is no other reason, just like it. This is the buyer’s preference.
Buying a car is the same, just like I don’t deny Audi’s quality is very good and its brand is very big, but I just like BMW, there is no reason, just like it.
The same is true of cooperation. Objectively speaking, your product is really good, the price is really good, and everything is good, but the guest may like to cooperate with the trading company. There is no reason, and there is no need for reason.
You have already given your utmost sincerity, which is fine. No matter how professional you are, not all businesses can do it. Find out your own position, refine your own advantages, strengthen your own characteristics, and make you the only one in the eyes of customers, that’s enough. There is no need to use a short board to confront the strengths of others, which goes against the original intention.
Original Artical，Author：China Trade Agent，if repost，please give references ：https://offers-bg.com/want-to-win-customers/