26 best-selling business strategies!

? There are no bad products, only bad salesmen? This is what a foreign marketing genius said. This is a little too much. There are indeed some bad enterprises in the world that produce some bad products and provide some bad services all day. No matter how high a salesman is, it is impossible to sell by various tricks, but in general, such enterprises belong to a minority. For most enterprises, even if they have the heart, it is difficult to make products or services so poor. So most of the problems are in the way of selling things.

On the other hand, there are so many ways to do business, such as MBA, EMBA and DBA, that many friends have the illusion that doing business is a great, difficult and complicated thing. In fact, the so-called business, to put it bluntly, is just selling things. Any business activity, no matter how high, sells things in plain English; Any businessman, no matter how high you praise him, is just a seller. Can sell at a price higher than the cost, that is, the business is earned; It can only be sold at a price below the cost, that is, the business is lost, as simple as that. Therefore, it is necessary for business people, regardless of the size of your business, to sit down and seriously study the methods of selling things. Scientific investment provides such a method for friends. It is some of the most effective methods that have been proved by the practice of countless people. There are 27 methods for a * * *, which we call 27 strategies. These are the conventions or patterns of doing business.

It stands to reason that there should be no routine and no mode in doing business. Just like water, water is impermanent; It seems to be fighting again, and the soldiers remain the same. However, philosophers say that there is * * * besides the individuality of things; In addition to the particularity of things, there is universality. Every business, every business person, individually, is individual and unique, but overall, it has its uniqueness and universality. Science Investment studies the universality and universality of selling things. The universality of things lies in and is extracted from the individuality and particularity of things, which plays a guiding role. This sounds like a tongue twister. What we mean by "27 best sales strategies" is a summary of some generally applicable and effective sales methods in scientific investment. These methods were not invented by Ketou, but Ketou would be happy to introduce them to you. These methods are useful to you and him; It is useful for friends who do big business, and it is also useful for friends who do small business. Therefore, in order to do your business better, sell your things more smoothly and make your money more smoothly, we suggest you take the time to study some methods like this carefully.

1 policy

give a discount

Chen Xiaoming is from Linchuan, Jiangxi. Having worked in Guangdong for 8 years, he wants to change his environment. In 2002, he used all his savings to take over a small shop in Liangping Industrial Zone, Xialing Village, Dongguan, Guangdong. After taking over, he found himself cheated by the original store. Although the location of this store looks good, business is not good. Chen Xiaoming lost money every day in the first few months. The situation forced him to rack his brains to find a way. Later, he finally came up with a way to turn over the salted fish. The way he thought of was to promote sales at special prices, but not all goods were on special prices, but some goods were selected at special prices to attract consumers and drive the sales of other goods in the store. Used for special promotion of more than 40 kinds of goods, such as towels, socks, purified water, etc. Some discounts are as high as 20% to 30%, or even sell the original price at the original price. The shops next to him thought he would pay the bill, waiting to see his jokes. Who knows that Chen Xiaoming's half-dead business was tossed by special promotions, and it immediately became a fire. The reason is that although the special price goods have caused him some losses, he is very happy with the consumption of non-discounted goods it attracts.

This promotion method adopted by Chen Xiaoming is called special sale of goods, also known as discount sale, discount, profit-making, etc. It means that enterprises or businesses attract consumers and promote product sales by lowering product prices. Because this way is equal to the enterprise or merchant directly giving profits to consumers, through comparison, the benefits are tangible, so it is very popular with consumers and the promotion effect is very obvious. It is also a promotion method that enterprises and businesses like to adopt very much now.

Generally, discount sales are directly instructed by manufacturers, and dealers and retailers are responsible for implementation. Retailers also have direct discount sales, for example, in Chen Xiaoming, but they should say hello to manufacturers and distributors in advance, because this kind of behavior is very easy to impact the price system of manufacturers and distributors, causing market confusion, bringing troubles and losses to manufacturers and distributors, and also easily causing contradictions among manufacturers, distributors and retailers. We often see that Gome, as a home appliance retailer, and Changhong, TCL and other manufacturers as home appliance manufacturers become one, often for this reason. Gome, as a retailer, cut prices sharply without saying hello, which made Changhong and TCL, as manufacturers, very passive, so they fought back and both sides fought to the death.

There are several kinds of discount sales, one is called direct discount, which means direct discount of goods, such as 30% discount and 20% discount, the other can be called indirect discount, and the common market is additional gifts. Additional gifts are also divided into several categories. One is external binding. For example, a large bottle of shampoo and a small bottle of shampoo are bundled and sold at the same price as the original large bottle, which is equivalent to a discount in disguise; One is called built-in incremental type, which we are most familiar with are those from Coca-Cola and other manufacturers? Will the quantity increase or not? . There is also a packaging discount, that is, an enterprise bundles or packages several types of goods produced by the enterprise and sells them to consumers at preferential prices. For these discount sales methods, it is hard to say which is more effective. Enterprises and operators can choose the best one according to their own conditions.

The difference between this kind of additional gift and the gift sales we will talk about later is that everything given in the additional gift is the same or the same product produced by the enterprise, while the gift given to consumers by the enterprise in the gift sales comes from two completely different products produced by other enterprises or the enterprise. The advantages of discounted sales are: 1, directly giving profits to customers, and the promotion effect is obvious; 2, the process is simple and easy to operate; 3. It is easy to obtain the cooperation between distributors and terminal retailers; Enterprises can also be powerful weapons against competitors if they use them well. Disadvantages are: 1, direct loss of corporate profits; 2. It is easy to cause price wars and destroy the market environment; 3. Frequent discounts and promotions are detrimental to corporate image; 4. It is easier to go down than to go up, and improper operation will easily affect the long-term development of the enterprise.

Therefore, the following points should be noted in the operation. First, choose the right discount reason to make a name for yourself. For example, seasonal discounts, major holiday discounts, factory discounts, and store celebrations, such as the opening of new stores, the N anniversary of opening, sales or sales exceeding a certain order of magnitude, demolition, commercial transformation, counter lease expiration, clearance sale, etc. The reason for the discount is not appropriate, which is easy to arouse consumers' resentment, especially in the early stage? High price? Consumers who bought the goods are dissatisfied and damage the corporate image. In the long run, it will lead to the loss of customers, which is very unfavorable to the long-term development of enterprises. Second, choose the right time to launch the offer. There are suitable reasons, the timing is wrong, and large discounts can't promote sales, which is easy to make enterprises passive. Third, some enterprises or stores engage in fake discounts and give discounts to consumers after substantial price increases. In fact, they are digging their own graves. There is a fashion boutique near the reporter's home. The reporter once took a fancy to a cashmere sweater in the store, and the price was 528 yuan. Because I didn't have enough money at that time, I went back a few days later and saw the signboard in the store that gave big discounts to new and old customers in the new winter. However, he found that the cashmere sweater of 528 yuan that he had originally taken a fancy to became 628 yuan after the store claimed a 60% discount. The reporter immediately pointed out to him that the store boasted that sophistry was shameless. The reporter himself will never spend money in this store again, and I believe other customers feel the same way.

In terms of operation skills, first, pay attention to the discount range. According to the observation, when enterprises carry out discount promotion, the discount range should reach at least 10%- 15%, and the general discount range should reach more than 20%, so as to have obvious promotion effect. In most cases, especially for daily consumer goods and fast-moving consumer goods, the price reduction is below 10%, which is almost impossible to produce sales promotion effect. However, if the discount is large, you need to have sufficient reasons to explain it to consumers, otherwise it will arouse consumers' doubts and dare not buy your goods; Second, for the store, it is better to choose several items at a time to discount than the overall discount. What Chen Xiaoming did was a partial discount. Third, pay attention to the communication method of discount information. It is better to write the original price and the discounted current price on the same label and hang them on the goods than to print posters and other means of communication, because this will allow consumers to see the goods at the same time as the price reduction information and stimulate their desire to buy. Fourth, the discount should be put in place as soon as possible to avoid continuous price reduction for a period of time. In that case, it is easy to fall into the hands of consumers? Buy up and not buy down? Psychological trap. Fifth, if the discount is not large and the amount is large, please indicate it in big letters on the label? Save XX yuan on buying a horse now? It is more attractive to customers than directly marking 10% off or 20% off. In a word, discount sales are like a double-edged sword. If used well, it can kill the enemy. If it doesn't work well, it means suicide. Businesses should be careful.

The second policy

Create a riot

Among entrepreneurs in China, Ye Wenzhi is the best? Trouble? One of them. This person has worked as a teacher, an insurance salesman and an advertisement. Now he is the general manager of Hunan Huanglongdong Investment Co., Ltd. and the chairman of Fenghuang Ancient City Tourism Co., Ltd., and is starting a business in Ye Wenzhi. Trouble? Ability to play an important role. For example, 1998, one of the famous scenic spots in Zhangjiajie contracted by him, is named? Fix the Poseidon needle? The stone was insured for 654.38 billion yuan, which caused a national sensation. Xinhua News Agency, CCTV, US Newsweek and Russian Tass news agency all reported it. According to statistics, more than 2700 domestic and foreign media reported this news. Someone calculated an account for Ye Wenzhi. Is he Huang Longdong? Fix the Poseidon needle? The insurance premium paid is only 26 million yuan, which is less than 6.5438+0 million yuan for every media that publishes news in disguise. It can be said that it is profitable. The investment companies in Huanglongdong and Ye Wenzhi suddenly became famous all over the country. In the same year, another activity was held in Ye Wenzhi. He invited 1 1 top aerobatics pilots from nine countries around the world to cross the Tianmen Cave in Zhangjiajie. I believe many friends still remember this lively scene, which was broadcast live by CCTV. It is said that this activity has brought more than 2.5 billion yuan to Zhangjiajie so far, and Ye himself has naturally benefited a lot. In 2002, Ye contracted several important scenic spots in Fenghuang County, Hunan Province, the hometown of the famous writer Shen Congwen. In order to promote these scenic spots, in 2003, he built the world's largest Weiqi board with an area of over 1000 square meters at the foot of the South Great Wall in Fenghuang County, and then invited two Chinese and Korean Weiqi players who were the most popular in 2003? China's Chang Hao and South Korea's Cao Xunxuan? Playing chess with real people as chess pieces, it is said that this game has set a new record for the audience of the World Go Live Competition. In order to achieve unexpected results, he played hard to get and announced that he would charge all the news media who came to cover the game and set a national record. Due to Ye Wenzhi's abnormal behavior, some media who are not interested in Weiqi have swarmed in.

Some people don't like Ye Wenzhi's style very much, and think that this person loves him too much? Trouble? Unlike entrepreneurs, entrepreneurs should be stable. I don't know if Ye Wenzhi is unstable. What he is doing now is what people call event marketing, including the one that caused a sensation throughout the country in 2005? Super girl? Mengniu yogurt is famous for this, and this set is also called event marketing. In addition, there are many enterprises, large and small, that hitchhike with Shenzhou V and Shenzhou VI, playing the same brand of event marketing. The so-called event marketing means that enterprises actively plan or use some hot events with great news value or social influence to attract public attention, improve corporate image and popularity, improve product attractiveness, and finally attract consumers to buy.

The focus of event marketing is to build momentum by taking advantage of the situation. Things? Borrow or not? Things? Then make it. What Ye Wenzhi is doing. Things? . I had nothing to do, so I made something myself, and the situation came into being, so I followed the trend and achieved the effect of four or two thousand pounds. And those companies that ride the five gods and six gods, mostly rely on the situation. The event already exists. What they have to do is to attach themselves to them in an appropriate way, and use these major events or hot events to expose enterprises or products that were not noticed by people to the public and attract their attention. After all, event marketing is still an attention economy.

For enterprises, the benefits of event marketing are: first, saving costs and obtaining super-value returns. Because of marketing with the help of major events or hot events concerned by the whole society, news media often come uninvited, saving a lot of advertising expenses for enterprises. Second, the effect is immediate. The biggest advantage of event marketing is media coverage in the morning, and customers will react in the afternoon, which is very fast. Many enterprises become famous overnight with the help of event marketing. Third, enterprises can not only promote products, but also build brands, killing two birds with one stone. Fourth, the operation is simple, and one person or a group of people can operate it.

Large enterprises can do event marketing, and so can small enterprises. Made in Ye Wenzhi? Events? He spends millions and tens of millions easily, because he has deep pockets. Luo, a farmer in Dazu County, Chongqing, doesn't have that much money, but he only spent 15000 yuan with the help of satellite breeding and the concept of space lotus, and still created a sensation, attracting news media to flock, and made a good event marketing for his lotus villa. For another example, Chang Dunming, a villager in Xing Xing Village, Yangzhong City, Jiangsu Province, runs a musical instrument factory, doing flute business and making bamboo flutes. Although his craftsmanship is exquisite, because he has no money to advertise, his products lack popularity and he is often in a state of living beyond his means. Then he had a whim and started? Event marketing? . He made a 3-meter-long flute that can play the world's largest flute, took it to perform everywhere, and applied for the Guinness Book of Records, which aroused the interest of many news media, even CCTV? Super variety show? They invited him to perform live in Beijing. Chang Dunming is also known as a strange man. Once he became famous, the bamboo flute made by Chang Dunming immediately became a handsome and popular commodity, and his musical instrument factory also got out of the predicament.

In operation, we should make full use of the existing? Events? For example, star events, sports events (such as the 2008 Beijing Olympic Games), news events (such as Shenzhou 5 and Shenzhou VI flying) and public opinion center events (such as Teflon non-stick pan and toxic plastic wrap), enterprises can also make trouble and plan by themselves? Events? Carry out hype, such as organizing activities and introducing new concepts. But we must pay attention to, first, don't go too far, otherwise it will easily lead to fire and cause a rebound of consumers and competitors, such as Arowana Blended Oil? 1∶ 1∶ 1? Event, originally intended to engage in an event marketing, but because of improper operation, competitors rose up and attacked them, consumers felt cheated, seriously damaging the brand and reputation of enterprises. Second, we should consider public opinion and create? Events? Event marketing can't go against the customs; Third, do not play politics, and do not play politics, including international politics.

The third policy

Give (a gift)

Liu Jianmin is a chef in Puyang, Henan Province. Because he invented a beef and pepper dish, he made a lot of money for his boss, but Liu Jianmin himself got nothing. Liu Jianmin's wife, unconvinced, forced Liu Jianmin to resign and set up a food processing factory with only three small bungalows, specializing in beef and pepper, which is a famous dish in Liu Jianmin. However, beef is made of pepper, and the dishes are still the same. It sold well in the hotel, but no one took it out by himself. In desperation, flexible Liu Jianmin came up with three tricks. One trick is free tasting, the other is buy one get one free, and then buy two get one free. Another trick is to snap up in a limited time, and the last trick is to become famous in the future. Some people say that Liu Jianmin's second move is gift-buying marketing, but others say that Liu Jianmin's second move should be called gift-adding in discount marketing, because the products he sends are exactly the same as the products he sells, which is tantamount to increasing the quantity without price increase or discount.

According to marketing experts, Liu Jianmin's lawsuit is still unclear. This is fair and reasonable, but there is no doubt that Wang Yuhe's marketing method is indeed a gift. Wang Yuhe is a farmer in Kala Village, Danzhai County, Guizhou Province. In the past, he was so poor that he could not even eat. There are all kinds of birds in the mountains. Wang Yu and the backer eat the mountain, so they caught the thrush that the city people like and sold it in the city. They have just made some money, so they can keep silent. The government forbids bird catching. Wang Yuhe can't do any other business. After several years of catching and selling birds, he became familiar with the bird market, so he switched to selling homemade birdcages and made a lot of money. However, Wang Yuhe's money-making effect attracted the attention of other villagers. It's not difficult to learn to weave birdcages, so everyone dives in, and it's hard to do business in Wang Yuhe. At this time, Wang Yuhe thought of a trick, bought 1000 birdcages and gave 50 grasshopper cages. However, grasshoppers have small cages, no characteristics and low value. Moreover, there are only a few people who like to raise grasshoppers. It's no use giving the grasshopper cage to others. In this way, Wang Yuhe sent Lusheng instead, and bought several birdcages to send some Lusheng. Lusheng is a unique musical instrument of Miao nationality, with beautiful timbre and simple playing, which is suitable for all ages, so its business is booming. Since I bought a birdcage as a gift for Lu Sheng, according to Wang Yuhe, the goods are not enough to sell, and I can't do it myself, so I have to buy it everywhere.