Concessions are the worst marketing

The logic of sales is actually: I respect people, people will respect my logic of self-deception. "Advertising costs increase by 50%; sales will increase by 100%"

"Customer rewards increase 50%, sales will increase by 150%." "Prices drop 50%, sales will increase by 200%!" You may also think that this logic is ridiculous, but think about the company's sales strategy, playing is this Games: Take costs to take profits, but also force yourself to believe that input-output ratio is greater than one. If your marketing director can really guarantee that the input-output ratio is greater than one at a time, he will certainly leave your company long ago, because his level has exceeded the world's most outstanding investment experts!

Those sales-oriented companies always complain that their situation is too bad, because his customers and sales staff are talking to him: You respect me and I respect your logic! So he carefully gave a foot, the result is not to get a wife, but it is getting worse! Why do sales-oriented companies choose to make concessions? Because they think the concessions can benefit! But the concession will only lose benefits; if the other party is malicious, you will intensify as soon as you concede! If the other party is good-hearted, and you make a concession, it means that you just sneaked and he definitely feels that you are not kind enough! By making concessions to gain, it is you who deceive yourself.

The logic of marketing can not be so humane, the logic of marketing is such a robber: never compromise! In the marketing logic, concessions are the worst marketing! To keep pace with customers, the market is bound to fight! There is an old Chinese saying: "Retreat from the sky." In marketing, as long as you take a step back, you will have a brighter future. If you lose your profits, you will not be able to think about it! There is a saying in China: “Let people leave some room and turn around for yourself!” In marketing, as soon as you turn around, you will find that you have fallen off a cliff! If you don't want to go empty and don't want to fall into a cliff, remember the marketing gangster logic: Never give in!

The logic of sales sells clothes like this: "How much is this dress?" "120 yuan" "too expensive" "Are you really buying it?" "Of course" "Give you 100 yuan" or "too expensive" "You're out "The price is 60 yuan." "I've purchased more than this price. The minimum is 80." "70 yuan. If you don't even sell it," "Add 5 yuan more, and let us earn!" "No, the minimum is 75." "I'm gone. I'll go elsewhere." "Hey! You're back, 70 yuan has been sold to you!"

The logic of marketing sells clothes like this: "How much is this dress?" "120 yuan" "Too expensive, cheaper" "I'm sorry, we are all plainly priced here, this dress is still sold 240 in the past two days, now 50% off." "It can't be cheap, I'll go elsewhere and look." "This suit is really suitable for you. There are quality problems in our shoes. If we sell expensive, we will go out and look out if you don't believe it." Look."

If you have never refused a request for concessions, your marketing is definitely bad; if you simply say "No," your marketing is not much better. Once you concede, you are sure to lose the benefit; never concede, you will never lose the benefit; but to gain the benefit, you must learn how to not concede!

Simply saying "no" is not enough. If you want to be able to never make concessions, you must learn four words: "Yes," "but!"

When I was traveling in the Tropical Botanical Garden of Hainan, I met a tour guide who was an overseas Chinese in Malaysia. I admired him because I think he was a master of marketing. When he introduced a red fruit plant, tourists asked, “Can this fruit be eaten?” he replied, “Yes! But after the meal, he rolls his eyes!” When he introduced a pond, the tourists deliberately teased him. Can you see sharks and crocodile? "He answered:" Yes, but wait three days later? “The tourists asked: “Why wait three days?” he said: “Now these fish have just been fed. If I don’t feed these fish for 3 days in a row, there will be many hungry “hungry fish” after 3 days. "Hungry sand fish" that can only eat sand! He is always introducing the attractions in a word and answering visitors' questions facelessly, but he never says no to any questions from the visitors. He always answers, and then adds!

If you really want to achieve a leap from sales to marketing, keep in mind that concessions are the worst marketing; the way to never compromise is to say to him: "Yes ... ... but...