Let customers accept the "high price" skills

[China Glass Network] High-priced products are an important source of profit for enterprises, but many high-priced products have not yet met with consumers, and have been blocked by distributors in the channel, because dealers always have too many concerns about the distribution of high-priced products! How to let dealer customers accept high prices is a problem that many corporate marketers are very concerned about and headaches. In fact, the principle that “the price is not high or low, as long as you let the buyer feel the value” is not only applicable to persuade consumers but also to persuade dealers. How to eliminate the dealer's concerns and make it feel worthwhile to distribute your high-priced products? Below you will find practical tips.

When the customer suppresses my product at the price of competing products

1. Performance: "Your products are too expensive, and the same products are cheaper than yours!"

2. Analysis: The customer thinks that the product price is high, and often because there is no choice of reference objects, because "high price" is relative.

For example, in the instant noodle industry, customers compare the double-package products of competing products with our three-pack products, compare the low-end products of competing products with our mid-to-high-end products, and take the products of small enterprises with our big enterprises. The comparison of products, etc., this comparison is bound to produce erroneous conclusions.

3. Coping methods:

(1) Let the customer speak first and see if he thinks that our company's products are “high price” and which company products are compared:

If the customer compares the products of our large enterprise with the products of the small enterprise, it should explain to the customer that the prices of the two companies cannot be compared, because the brand's popularity and market positioning are different.

If the customer compares the products of our company with the products of the main competitors, then the customer should first check the price and sales situation of the competitors; then check the number to see which products of our products are equivalent to the products; Later, I explained to the customer that he is taking the price of the low-end competitors than the price of our high-end products, which is obviously unfair to us.

(2) Compare the advantages and disadvantages of the company's products and competing products in detail, and use the data, certificates and other intuitive methods to explain to the customer from the status of the enterprise and the positioning, packaging and quality of the products. As in terms of quality:

Explain to the customer the production and quality management of our company. If necessary, we can issue the certification documents of the quality assurance system such as ISO9000 obtained by the company.

Related quality indicators compare with competing products <br> <br> ask a third party blind test. In the case where the third party does not know what brand of the product is tested beforehand, let it naturally say what is the advantage of my product compared with the competing product.

(3) Tell customers that behind our high-priced products, we have a perfect service system superior to our competitors. It is an important guarantee for the sustainable development of manufacturers.

note:

Do not deliberately attack the competing products: in the face of customers, it is forbidden to attack the competing products in order to explain our products, which is easy to cause customers' dislike. Be sure to convince customers with data and facts.

Contrast skills: When evaluating competing products, first say the advantages and then say the shortcomings; when evaluating yourself, first say the disadvantages and then say the advantages.

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