How to control the price by quote?
In business negotiations, many people are accustomed to using the price reduction strategy to get the user's order. For this practice, specific analysis should be done under different conditions. Because not all customers do not accept high-priced products, not all low-priced products customers are welcome. In the business negotiation with the customer, the salesman must accurately grasp the quotation skills of the products, and strive to achieve the same transaction without any price reduction.
First of all, we should be clear about a question: What is the real price manipulation? the answer is--
The subjective color of the customer is manipulating the price
The price of a product, although its formulation is based on certain values, supply and demand, and policies, in the minds of users, the two concepts of “expensive†and “cheap†are often strongly influenced by the demand of buyers. The influence of hierarchy, purchasing power and psychological factors has a strong subjective color. At least under the following conditions, users are not sensitive to the price of the product.
1. When the user is in urgent need, he does not pay special attention to the price. If the product he sells is exactly what the customer urgently needs, his main concern may not be the price but the delivery date.
2. The higher the product, the smaller the price will affect the transaction. The price problem is negligible when the company sells high-end durable goods, high-end handicrafts, or products that meet certain special needs of users or mainly meet high-level needs. For products that are customized for the user, the price is generally very favorable to the seller.
3. When buying a product as an investment, the buyer is not too sensitive to the price. Although the price of gold jewelry is expensive, there are many people who buy it, because buying gold jewelry is an investment. Therefore, users believe that the purchase of a certain commodity is an investment, or the value of a certain commodity remains unchanged after use, and even adds value, and they are not too sensitive to the price of such a product.
4. The smaller the proportion of products sold in the products purchased by customers, the less factors the customers consider for price. The price of a product is relatively expensive and cheap. It often depends on the ratio of its price to the user's income. For example, a color TV with a value of 3,000 yuan is not expensive for the self-employed individuals with higher economic income. In the general salary class, it is expensive. Similarly, if the product you are selling is the raw materials and semi-finished products required by the customer, it is necessary to study the proportion of the price of the purchased product. The smaller the ratio, the less expensive the product is.
5, dealers consider more profits, and care about the price of products. For product distributors, they mainly consider the degree of profit, and they are relatively unconcerned about the price of the product. This is because low-priced products are profitable, and they are interested in low-priced products, and vice versa. . Therefore, business people are not concerned about the price level, but first consider how much profit.
6, friendly attitude, can affect the customer's view of the price. In the process of product sales, if the dealers have a good attitude towards the customer's service, such as hospitality, detailed introduction, assistance in purchasing, free shipping, etc., he would rather pay more. They will treat any service item of the dealer as a form of price reduction.
It can be seen that in the above cases, the user has a strong subjectivity in judging whether the price of the product is expensive or cheap, and at the same time, the transaction is completely changed by the efforts of the salesperson to complete the transaction.
Quoting tips during negotiations
In the negotiation, if the same product price, the dealers can adopt a certain strategy, they can negotiate the price deadlock, change the crisis, or can make the users who order because of the higher price become happy to accept. A price is reached for the transaction.
1. Slice the quote. One kilogram of American ginseng is more than 8,000 yuan, but when the salesperson quotes, it says 0.80 yuan per gram. In another example, in the UK, when you ask the sales clerk for a good coffee price, the salesperson will tell you “50 pennies can buy a quarter of a pound†instead of “two pounds per pound of coffeeâ€. You see, the two-pound "slice" becomes a small unit price, which gives people a feeling of cheapness. Even if they can't guarantee the deal, he will never turn around.
2. Compare quotes. This method of quotation can be carried out in two ways: on the one hand, comparing the products of the company with another product with a high price, so that the price of the product is cheaper on the other hand; on the other hand, the price of the product can be Compare with the daily expenses of consumers. For example, when a salesman sells a pen, he often says to the man: "This pen is expensive, but it is only equivalent to two packs of Hongtashan. One pen can be used for four or five years, but two packs of cigarettes can only be used for two. Days. You can buy an exquisite pen with less than two packs of cigarettes, and you have the grace when you use it. It’s worth it! Are you saying that?†After comparing him, a compliment, some people would like to buy one. Supported.
3. Divide the offer. The key to using this method is to combine the price with the product life cycle, and calculate the cost per unit time and its corresponding expenditure to show that the price of the product is not expensive. For example, a man who fancy an imported watch with a price of 2,400 yuan, but it is too expensive, a little hesitant. At this point, the salesperson said to her: "This kind of table is 2,400 yuan, but it can be used for 20 years. You want to spend only 120 yuan per year, only spend 10 yuan per month, only spend 0.33 yuan per day. What is the cost of 3 dollars? Moreover, it can add luster to you every day for 7300 days." The operator was paying the bill, and the man immediately paid for the watch.
4. Offset the quote. For the high price of the product, the salesperson can first list its constituent elements, and then compare it with the price factor that may be offset, so that the high price seems to be a low price. For example, a salesman quoted a device for $8,000, which the user thought was too expensive. The salesman said: "The production cost of the equipment is 6,200 yuan, 500 yuan for spare parts, 300 yuan for the award, and 200 yuan for the door-to-door transportation. Therefore, the profit is only 800 yuan, and the sales tax rate is only 10%. If the last three items are not calculated, each price is only 7,000 yuan, which is cheaper than other similar equipment." Therefore, the use of offset method quotation can better show the price advantage of enterprise products.
5. Negative positive quote. Distribution personnel should pay attention to speaking skills when quoting. For example, the price of the same product can be said in two ways: First, "the price is higher, but the product quality is very good." The other is "the quality of the product is really good, but the price is slightly higher." These two methods are basically the same, but they have a very different feeling for the user. The former way is to focus on the quality of the product, so the price is expensive, the user's impression of good product quality, the user's desire to buy; on the contrary, the second way is to focus on the price, The user has a feeling of being daunting, which weakens the user's desire to buy.
In short, we don't have to rely on low prices for orders, as long as you can use the quotation skills flexibly, you can also get more orders with better prices.
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