Sales Experience In China-036 Leading for Customers' Demands (Part B)

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It continues from the end of the last piece.

2. Mastering Demands — "Guiding Ability" is an Essential Skill No.2 for Top Sales Professionals

Third-rate salespeople focus on products, second-rate salespeople concentrate on value, while first-rate salespeople focus on demand. The concept of “playing with demand” may sound esoteric, almost like mystical magic in the business world. However, its essence is not complex; it is fundamentally about guiding demand.

Before delving into the details of demand guidance, we must first clarify what demand is. Regardless of the type of construction machinery we are selling, what we are ultimately providing is “a solution that customers need to resolve specific issues.” This solution must not only address the customer's problems but also cleverly lead the customer to choose options that favor equipment sales, particularly those that promote “purchasing our brand,” thereby helping the customer solve their issues.

It is essential to emphasize that we are not merely solving the customer's problem; instead, we are guiding them to select solutions that are beneficial for equipment sales and specifically advantageous for “purchasing our brand.” This is akin to a skilled chess player who strategically positions their pieces to lead their opponent toward a predetermined path to victory.

2.1 Analyzing an Example of Demand Guidance

To better understand the practical operation of demand guidance, let's consider a construction site that requires six 20-meter boom lifts. A rental company that has already supplied equipment plans to meet this demand. However, this rental company currently has only two 20-meter boom lifts and is short by four. In this situation, the rental company has several options to address the site's needs:

Option 1. Subleasing four units from other rental companies:

While this option allows the rental company to avoid investing funds, the profit margins are slim, likely yielding only a minimal difference in price. From a long-term perspective, this is not a sustainable profit model and will not result in substantial business growth for the rental company.

Option 2. Renting out their equipment that exceeds 20 meters to the site to meet the demand:

In this scenario, the rental company could potentially earn higher profits, but they would only be able to secure relatively modest returns at present. Although this option temporarily satisfies the site's needs, it does not fully leverage the rental company's strengths and potential.

Option 3. Investing in purchasing equipment to meet the rental company's needs:

This option requires the rental company to invest in purchasing equipment. Although the total cost for four units is significant, if the sales team can offer a financing plan with a five-year term, 15% down payment, and low interest rates, the rental company can expand its variety and quantity of equipment while effectively driving both current and future business growth. This strategy not only addresses the immediate issue but also lays a solid foundation for future development.

Option 4. Persuading the site to extend or alter construction steps, waiting for other equipment of the same or greater height to become available:

However, this option carries numerous uncertainties. The rental company may struggle to convince the construction team to change their processes or steps. Even if successful, it could lead to dissatisfaction from the site due to unmet needs, negatively impacting the rental company's reputation and future business prospects.

For equipment sales professionals, the ultimate goal is to guide the customer to choose option three and purchase their equipment to resolve the customer's problems, rather than merely addressing the customer's immediate issues. So, how can we achieve this goal?

2.2 Uncovering Needs: The Key to Sales Success

How can we accurately uncover the most pertinent aspects that address a customer's issues from a myriad of complex leads, ensuring that customers recognize these as urgent problems to be solved and that they align with the solutions we offer? Outstanding sales professionals do not provide a one-size-fits-all remedy; instead, they diagnose the issue accurately and prescribe a targeted solution.

To facilitate this understanding, we can introduce a key formula:

Need = Desire - Current Situation

In this formula, the gap between the current situation and desire constitutes a need. The focus of the need is on the problem, not the product. For instance, if a construction site requires six 20-meter boom lifts, this reflects the gap between desire and current capabilities, highlighting the problem that needs resolution.

Demand = Need + Purchasing Power

Demand refers to specific products that can more effectively solve the identified problems. If purchasing power is insufficient, customers will seek alternatives. Therefore, if a company's products or equipment are not selling well or if customers show no interest, it is likely not because the products fail to address real problems but because, at the procurement stage, customers have other options available. In this case, sales professionals must continuously explore additional customer needs and channel those toward the advantages of their equipment to encourage purchases.

The essence of sales lies in effectively facilitating a precise match between supply and demand. Sales professionals should have a clear understanding of what problems their products can solve and how they compare favorably with competitors’ offerings. Consequently, sales professionals must extract points that address both current issues and potential future problems from the intricate web of leads, aiming to guide the conversation toward the benefits of their equipment.

It is important to note that, most of the time, customers will not explicitly state their needs or their circumstances. In many cases, they may not even fully understand what issues they need to address or what their genuine needs are. Thus, the sales professional's role is to organize, uncover, and create demand by aligning the customer's superficial and deeper needs with the advantages of their products.

2.3 Strategies and Methods for Demand Guidance

2.3.1. Deeply Understand the Customer's Industry

Sales professionals must possess deep insights into the industries of their customers, covering aspects such as industry trends, market demand, and competitive landscape. This knowledge helps sales professionals understand customer needs and pain points more thoroughly, providing strong support for guiding demand.

For example, when engaging clients in the construction industry, sales professionals need to grasp the characteristics and needs of different project types, as well as the latest construction technologies and equipment applications. This knowledge allows them to propose tailored solutions that align with the specifics of the customer's projects, effectively guiding customers toward choosing their construction machinery products.

2.3.2. Listening and Questioning

Listening is crucial throughout the sales process. Sales professionals must actively listen to customer needs, problems, and feedback to capture key information. Employing astute questioning can further delve into the customer's latent needs.

For instance, sales professionals might ask questions about the current progress of the customer's projects, the challenges faced, and future development plans. Through these inquiries, they can prompt customers to reflect more deeply on their needs and gradually steer the conversation towards the advantages of their products.

2.3.3. Providing Personalized Solutions

Every customer has unique needs and circumstances; therefore, sales professionals must offer personalized solutions based on the specific conditions of their customers. These solutions should address immediate needs while considering future development requirements.

For example, for a newly established small construction company, sales professionals could recommend cost-effective and flexible construction machinery products, along with flexible payment options and after-sales service. In contrast, for large construction enterprises, sales professionals might offer advanced, intelligent machinery products aligned with the company's strategic goals, proposing long-term cooperation plans.

2.3.4. Building Trust

Trust is the cornerstone of sales success. Sales professionals should leverage their expertise, sincere attitudes, and exceptional service to build trust with customers. Only when customers trust the sales professionals will they be more inclined to accept their guidance on needs.

For instance, sales professionals can provide comprehensive product information, case studies, and on-site demonstrations to let customers experience the advantages of their products firsthand. Additionally, prompt responses to customer inquiries and comprehensive after-sales service can enhance customers’ trust and perception of the sales professional.

2.4 Suggestion

In the field of construction machinery sales, demand guidance is one of the essential abilities for successful sales professionals. By clarifying the essence of demand, analyzing different options in case studies, uncovering customer needs, and applying effective strategies and methods, sales professionals can steer customer demands toward the advantages of their products, achieving sales success.

In this process, sales professionals should act as wise navigators, guiding customers through the fog of demand to find the most suitable solutions. They must also continuously enhance their professional skills and sales capabilities to adapt to market changes and customer demands. Only by doing so can they maintain a leading position in the fierce market competition and emerge as leaders in the construction machinery sales sector.

To be continued