Sales should be based on the market
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Sales is a peer-to-peer marketing approach. There is not a straight line between points, but a curve that bypasses all obstacles. In a sense, the process of sales is mainly to clear the process of removing obstacles, that is, to respond appropriately to all questions, doubts, evasions, rejections, etc. encountered in the work. When sales are limited by the language of the market, the process of dispelling resistance will incorporate more professional qualities. Therefore, sales personnel must not only have certain sales skills and knowledge, but also have a clear understanding of their field. Perception, in order to better serve customers and help extend their work.
Sales should be based on the market, especially in the printing industry. I have been working in the printing industry for nearly 10 years. Although I have not enough qualifications to “find my feet” or “review the foot” in today's printing market, my experience in the printing market has made me more or less myself in the field of printing. Insights and opinions, here is a brief talk about the development of printing equipment sales and the development of China's printing industry.
Printing industry "from red to black"
In the 1980s and 1990s, until the beginning of this century, China's printing houses were still in a complete era of profiteering. According to my personal experience, due to the opacity of the overall quotation of printing technology at that time, the printing price of the price of boot, color, paper and so on. The gross profit margin has reached a high point of around 500%, and the saying "boot printing = printing banknotes" is well known.
As a result, more “shopping companies” with less investment, less labor, and lower costs have squeezed into the industry. Like other markets, the price of the printing market should also follow the market's lever adjustment law. The expansion of production capacity will cause the profit to fall again and again. Since then, printing companies have entered the turmoil of vicious competition. At the same time, due to the shortage of labor, slow turnover of work, low investment, delays in delivery due to incomplete machines, and the inability of workers to get good professional training, the problems caused by the inability to guarantee product quality have emerged one by one. It has also caused the printing industry to fall into the bottleneck of development.
The downstream price of shopping and the soaring upstream prices have appeared, so that most SMEs have entered the dying stage when they have not yet harvested any real money. In 2008, the closure of a group of enterprises allowed the printing industry to reshuffle. In the Yangtze River Delta Regional Industrial Park where I was in the past year, three medium-sized printing plants were closed down in six months, and the Pearl River Delta was even worse.
These amazing speeds of development and the speed of destruction have made more companies that seek development understand the truth: the application of high technology is the key to success in today's environment. Whoever stands on the commanding heights of technology will have an absolute competitive advantage. . It is the only way out for the survival and development of small and medium-sized enterprises to avoid the bad competition of repeating factories and homogenizing vicious price cuts, exploring new management ideas and strengthening the internal management of enterprises.
Equipment purchase "from sensibility to rationality"
When I started working with the printer marketing specialists, it was just the day when the printing industry had just entered the transition phase. Many printing companies with ideas began to change their ideas and update their equipment. At the beginning of the transition, many Chinese printing companies only knew to worship foreign brands, did not pay attention to the human factors in the printing process, and did not blindly introduce the characteristics of products according to local conditions. For example, a company I know has a daily output of 700,000 pairs, and the total annual output value does not exceed 10 million yuan (except paper), but it costs 20 million yuan and 40 million yuan just because of the aging failure of old equipment. Yuan introduced the imported equipment twice, but the annual depreciation expense alone reached 6 million yuan. Coupled with the loan interest of several million yuan, the profit can be imagined. Therefore, it is not advisable to determine the purchase of equipment based solely on the success of an order.
What any company should understand is that new equipment is not a panacea for business growth, it should be part of a well-defined, complete business plan. Any false assumptions can have a serious impact on a company's productivity and business conditions.
So a new round of serious reflection and careful thinking, so that printing companies are trying to find other ways to fill equipment capacity, or more economical methods when considering buying new equipment. For example, the post-press equipment market that I am engaged in, the different movement modes designed by the designers, will cause the equipment to produce different production speeds and finished product quality. In fact, it is not the fastest, the best quality is suitable for every enterprise. Perhaps packaging companies may need relatively high-quality printing equipment, while ordinary book printing companies have relatively simple requirements for post-press processing, but book printing Businesses are more sensitive to delivery times, and speed guarantees are more important. In view of the change in thinking of printing companies when purchasing equipment, sales personnel must first understand the customer's needs before selling products to customers, find the customer's focus, and specifically recommend equipment suitable for their production and sustainable development. In order to achieve a win-win result. ,
Enterprise development "from the surface to the deep"
In recent years, more young people have entered the printing industry. Based on the characteristics of this generation, the labor market has become extremely mobile. Therefore, training operators and stabilizing personnel has become another major problem for printing companies. problem. At the same time, with the continuous improvement of people's material and spiritual life, the quality of printed matter can no longer be compared with the previous day. The market demand has made printing companies must constantly improve their own production quality standards. Therefore, for the printer manufacturing enterprises that provide equipment hardware support, we must also start from ourselves to help our customers solve difficulties and meet the interests of customers. Therefore, the development of simple operation, saving manpower, and ensuring the quality of the connected equipment has become my company, and perhaps the current marketing strategy of many printing machine manufacturers.
On the other hand, for the current micro-profit phenomenon in the printing market, and the potential replacement trend of digital media and e-commerce for book printing and commercial printing, it seems that only the packaging industry has always been favored by all parties, while "printing" and "packaging" are in certain To a certain extent, it is not separated, so it seems that all printing companies should turn to the "packaging" of this big tree to enjoy the cool. However, as any equipment factory with some history, it is difficult for channels, customers, publicity, word of mouth, etc. to jump directly from the “printing” into the “packaging” industry, and the risks faced during this period are beyond the controllable range. In fact, it is not difficult to see the data carefully. In addition to the packaging field, the “paperback book processing” in the segmented book market is declining year by year, but “hardcover book processing” has maintained a good profit and growth rate against the market in recent years. Since the downstream market is active, upstream equipment companies should also launch corresponding products. Therefore, in the “Twelfth Five-Year Plan” of printing, the development of hardcover book processing equipment has been identified as an important issue. Although the field has been monopolized by imported equipment for a long time, domestic companies have begun to develop related equipment since 2011. We also expect domestic equipment to join the competition as soon as possible to create a one-stop service platform for customers.
To sum up briefly, “applicable” + “connected” + “hardcover book processing” is an effective strategy to maintain the profit of the printing market. This is an analysis based on our own products. Of course, more companies can be based on different characteristics. , make a different arrangement. All in all, it is still a problem that every printer should think about without being confused by surface phenomena, digging deep into the data market segment, and from the customer's point of view, whether you are engaged in the sales work of printing companies or the sales of printing equipment.
Understanding the market development in its own sales work and adopting appropriate sales solutions in the market development is the basic quality that a successful salesperson should have. The above is an understanding of the printing industry in the past 10 years, and I hope to communicate with the industry peers.