Anatomy of the "black box" of LED products purchased by foreign distributors"

According to the import and export manager reported that a production company LED boss for foreign trade marketing inefficient and confused. In order to solve the following three problems, the business owners to seek help.

(1) first, more than 20 foreign trade salesman every day to work on time, everyone seems awfully busy, but to the end of the month a scanty sales report performance, but do not know what is the content of the work every day busy salesman;

(2) Secondly, due to the company for several months performance bleak, tight cash flow, had to go to the bank owned real estate mortgage, very hesitant in basic wages to the clerk, do not know whether to give no performance but do not know the work content of clerk wages.

(3) once again, due to the continued downturn in orders, resulting in a semi shutdown state of the workshop, to solve the pressure on the wages of workers.

The essence of LED's foreign trade marketing: "the five and the four swords"

In order to solve the business problems, we start from the essence of LED foreign trade marketing, foreign distributors to purchase LED products "black box" anatomy. Because the LED foreign trade is the organizational buying behavior of overseas buyers, is not a general sense of the fast consumer goods consumption patterns, their long procurement cycle, making very cautious, a large amount of personnel involved, summed up the "Five" and "four sword".

"Five party" refers to the initiator, the influence, the executor, the user, the policy maker, "the four sword" is refers to the demand information provider, the technical specialty promoter, the relational catalyst, the internal intelligence agent, the concrete content is as follows.

Analysis of "five party" in 1.LED service development

(1) initiator

Features: pay attention to profit, inquiry, demand, the purpose of research.

Mission: to buy, purchase requirements, time limit, quantity.

Stakeholders: market analysis, procurement, management, large stores, retailers, decision-making departments.

To deal with the methods and means: to introduce the company to him, mining technical requirements, will be trained into insider; understand product advantages, rebates; help solve difficulties; make a reminder.

(2) influencers

The characteristics of family, experts and decision makers; relationship closely; to provide reference and public opinion.

Mission: to influence and interfere with the purchase decision.

The related end user, engineering technology, suppliers, retailers, quality department, engineering technology, leadership, customer service service department, government, financial department, engineering, environmental protection department, sales staff, certification bodies, family members.

With the means to deal with: buy, match up into support; and make friends; continuous improvement through technology, product display effect of additional services and promote.

(3) Executive

Features: process, grassroots, blue collar, mobility.

Mission: transportation, repeat purchase, purchase evaluation, purchase process.

Relevant departments: Purchasing Department, boss, engineering department, investment department.

Ways and means to deal with: delivery, price, service, quality, friends, PR boss, cooperation, cross selling.

(4) user

Features: interest, focus on after-sales service, consumption, publicity, practicality, complaints, evaluation, attention to product capacity.

Mission: quality evaluation, performance evaluation, safety evaluation, appearance evaluation, after sales evaluation.

Stakeholders: government, business organizations, families, engineering firms, factories, equipment manufacturers, medical institutions.

Methods and means: after-sales service, safety, practical, environmental protection, to explain the use of instructions, technical training, unique, to provide improved programs, probation, case.

(5) decision makers

Features: boss, authority, ruling, high-level, technology, finance, information center.

Mission: whether to buy, purchase price, purchase options, risk warning, trend judgment, participation analysis.

Stakeholders: top leadership, engineering and technical personnel, marketing, finance, family members, quality department.

With the means to deal with: kickbacks, gifts, quality, delivery, price, feedback, emotional establishment, the boss, the price gradually, family, secretary, through the supply pressure, the national policy, the quality of customer service service, VI P, to borrow money, the shareholders' meeting.

2.LED business development "four sword" analysis

(1) demand information provider

Features: business correspondence, often send information, market planning, predictability, technical, tender, referral, procurement, publicity.

Coping methods and means: to help him, information exchange, emotional, side, resulting in service dependence, the product continues to strengthen the promotion.

(2) technical professionals

Features: professional, authoritative, persuasive, identification qualifications, customer relations, innovation, industry influence, research capabilities, technology lead.

Methods and means: product force, technical exchanges, cooperation, to his advice, the third party referral, technical presentations.

(3) relationship catalyst

Features: good at communication, contacts, influence, affinity, dominance, sleek, interactive, eloquent, understanding, win-win interaction.

Ways and means to deal with: friendship, friends, things