Chapter six? Value presentation-the first section? brand value

Customers will not pay for your products, but only for solutions that help them solve problems and create value. No matter how good your product is, if customers have no demand, it has nothing to do with them. I spent a lot of time explaining how to tap customer needs, understand customer types and establish trust relationships, with the aim of emphasizing the establishment of customer-oriented sales habits. Starting from this chapter, I want to share with you how to establish a customer-oriented product value presentation. It doesn't matter what your product is, what matters is what the customer perceives and what value it can bring to him. This is sales knowledge about product display.

□ Actual combat cases

As one of the three characteristics of Zhenjiang, pot cover noodles are famous at home and abroad. When you arrive in Zhenjiang, you will definitely eat a bowl of pot cover noodles. Customer Lao Chen enthusiastically said, "Manager Li, I'll take you to the most famous restaurant in Zhenjiang for a bowl of authentic pot cover noodles." When we arrived at noon, the whole road was already full of private cars. When we took a closer look, it was an ordinary shop. The store was dimly lit, and several rough tables were full of people. Some people even squatted outside the store with sea bowls. Three middle-aged aunts are too busy boiling water and collecting money to greet customers. Some customers even ran to the kitchen stove and slapped themselves in the face. On the way back, Mr. Chen said, "The three aunts are closed in the morning and evening, so just do this noon business, and a young man can easily earn 1 10,000."

On the environment, there is no elegant and comfortable dining environment in Zhennan Pavilion; On the price, twenty or thirty dollars for a bowl of noodles is definitely not cheap; As far as the taste is concerned, I don't think it is better than the street shop. Why are people's shops still crowded with people and diners flocking to them? In Mr. Chen's words, this noodle restaurant is a local time-honored brand in Zhenjiang. It is recognized as authentic pot cover noodles. No matter how delicious the pot cover noodles you eat in other places are, they are not authentic Zhenjiang pot cover noodles. After listening to Mr. Chen's story, I thought of Beijing Quanjude Roast Duck. Every time I eat Quanjude roast duck, I feel that duck is too fat and greasy. But if the roast duck you eat in Beijing is not Quanjude, you will feel ashamed to go back and brag to your friends. No matter how delicious the food is, if you don't eat Quanjude, it's equivalent to never eating roast duck.

We mentioned Maslow's five-level theory of needs, from physiological needs to self-realization needs. If it's just delicious, it's satisfying our physiological needs, while eating the noodles in Zhennan restaurant and the roast duck in Quanjude is satisfying our respect needs. When customers buy products, they are also meeting these five psychological needs. The more they meet the needs of the top of Maslow's five-level theory, the more they can enter the customer's heart, and the more expensive they sell, the more they can cultivate his loyalty. No matter what kind of product you are, if you build yourself into a brand, you will be theNo. 1 in this field in the eyes of customers, and it will be much easier for us to do sales. For example, when I mention refrigerators, you will think of Haier first, and when I mention nuts, you will think of three squirrels first.

When selling products to customers, we are creating a satisfactory solution. There is a dialectical relationship here-the price of good products is naturally expensive, and the price of good services will also be expensive, but what customers require is good products, good services and cheap prices. What words can you use to impress customers and make them realize that your products are really worth the money? Sometimes even if your product is really better than others, it may not sell at a high price, because you are still meeting the low-level needs of customers. If you can guide customers to recognize your products from the height of the brand, you will not sell products but brands, and you will meet the high-level needs of customers and sell at a high price.

Brands have their own sales power. When you go to a Mercedes-Benz store, the clerk doesn't need to sell you too much. They know that all customers who come to Mercedes-Benz stores are basically directed at Mercedes-Benz brands, and customers buy a sense of identity.

Section 1 Brand Value

The more you meet the demand close to the spire in Maslow's five-level demand theory, the more you can penetrate into the hearts of customers and impress them. Brand premium refers to the psychological feeling and emotional value obtained by customers in addition to the use value of products.

□ Actual combat cases

At the age of 75, the old man Chu Shijian went to Ailao Mountain in Yunnan to grow oranges. Old Chu insisted on planting the best oranges in China, so he made strict demands conscientiously to ensure that every orange had the best taste and sweetness. It turned out that Life.com was responsible for the online sales of Chu Old Orange, and gave Chu Old Orange a personalized name "Chu Orange", and planned a slogan-"Life always has ups and downs, and the spirit can eventually be passed on", and at that time Chu Orange detonated the market. People buy Chu oranges not only because Chu oranges are more delicious than other oranges, but also because Chu Lao's inspirational story touched everyone.

Chu Orange won the reputation with excellent product quality, and won the hearts of people with Chu Lao's inspirational story. This is the value of the brand. When traditional enterprises build brands, they are more based on product quality, while when Internet enterprises build brands, they are more based on personalization: a casual copywriting mark on Jiang's bottle has captured the hearts of many young people; Li Ning's Chinese Style focuses on the rebirth of Chinese style; Xiaomi invited rice noodles to participate in the interaction and successfully listed in just eight years.

Personalization of brand is more a matter for marketing department. How to turn a top brand into a nuclear bomb for sales transactions is the focus of sales staff, which is also the common sense of sales.

Only selling products will never sell at a high price. If you just tell customers how awesome your brand is, customers will think you are an old woman selling melons and bragging. How to mold the brand value of enterprises with customers? Tell brand stories. It is one of human nature to like listening to stories. We grew up listening to stories, and our culture is passed down by stories. Even our ancestors spent a long night on stories. When I mention the brand story, the first thing that comes to my mind is the story of Zhang Ruimin smashing the refrigerator. This story is so classic that it has become a well-known joke in business history. The moral behind this story is that Mr. Zhang Can smashed all the refrigerators for several unqualified ones. You can think about how strict Haier's quality requirements are Is Haier's brand worth choosing? So what brand stories can you tell as a salesperson?

I. Brand name

How to name the brand? First of all, customers can be reminded of product categories through brand names. For example, brand names like Anta and Nike remind you of sports shoes and sportswear. Brands like Estee Lauder and Chanel will remind you of perfume; Brands like BMW and Mercedes-Benz will remind you of cars.

Second, customers can be reminded of corporate culture or social responsibility through brand names, such as Huawei and ZTE.

Third, the brand name can remind customers of the identity of the target customers, such as the old village head wine.

Fourth, you can also create an unconventional brand name, so that everyone will remember it deeply, such as Apple and Xiaomi.

□ Actual combat cases

In the autumn of 2007, Brian Cesc and Joe Biya, who lived in San Francisco, were at a loss about the upcoming rent. At this time, they learned that a design exhibition was about to be held in San Francisco. As the exhibition was very popular, all the local hotels were fully booked. Gebia found the business opportunity and immediately wrote an e-mail to Cesc, stating his idea: they can put some air mattresses in the living room, then rent out the beds, provide a place for designers who come to attend the meeting, and provide them with wireless Internet, tables, mattresses and breakfast services in the room. Later, they set up a website to advertise their air mattress, and they successfully attracted three tenants at the weekend. They call this rental service "air bed and breakfast". No one expected that this website would become Airbnb, an economic platform worth tens of billions in the future.

There is a story behind every corporate brand. Who would have thought that the entrepreneurial story of Airbnb, the world's largest homestay, was so hard? When we hear the story of Airbnb, we know that these words are not only the services provided by enterprises, but also the sense of mission of not forgetting your initiative mind. Why don't you tell your brand story to customers? People want to hear why your business has such a name rather than a boring business introduction. Most people are gossipy and like to listen to stories.

Second, the story of the founder

I found two things particularly interesting and worth sharing with you. The first is that many enterprises in China, especially private enterprises, are mostly entrepreneurs, that is to say, what style is the boss, what style is this enterprise, and what style is everyone in the enterprise. There are Huawei who talks about wolf culture and Tai Fang who talks about Confucian culture. The second is that the more Internet-based enterprises, the more they will regard their bosses as the spokespersons of enterprises. Ordinary people may not know who the bosses of traditional enterprises such as Midea, Tai Fang and Gu Jia are. But when it comes to who the bosses of Alibaba and Xiaomi are, basically no one knows them. Because Ma Yun of Alibaba and Lei Jun of Xiaomi are experts in Internet marketing, they frequently appear in the camera to increase the exposure, in fact, in order to increase the exposure of enterprises.

What is the initial intention of the founder to start a business? What is the law of life he adheres to? What twists and turns did the founder experience in the process of starting a business? Just like Chu orange, the most important thing for everyone to buy Chu orange is to be moved by the spirit of Chu Lao.

□ Actual combat cases

"Who can be younger than our boss? Who can be richer than our boss? Who can be more handsome than our boss? Facing him, we can't get married (who else can we value if we know him? )。 "This is a female employee's evaluation of her boss. /kloc-When he was 0/2 years old, he started advertising in philatelic magazines to do stamp business, from which he earned $2,000 and used the money to buy his first personal computer. After graduating from high school, he entered the University of Texas to choose medicine according to his parents' orders. In his second year of college, he dropped out of school because he was obsessed with computers and determined to make achievements in the field of personal computers, and registered his own computer company at 1984. 1987 10, with extraordinary courage and keen sense of smell, ate a large number of Goldman Sachs shares in the case of a sharp drop in the stock market, and made a profit of180,000 dollars the next year. This year, he was only 23 years old. Who is this legendary boss and what kind of company is his company? Everyone wants to know the story of such a founder. Why did he do it?

He is michael dell, the founder of Dell.

Telling the story of the founders well is not only about their career, but also about their attitude, lifestyle and principles of life. Luo Hong, the founder of Holiland, can not only make cakes, but also be a photographer who likes to travel around the world. His works appeared in Beijing subway station. Wang Shi, Chairman of Vanke's Board of Directors, is not only an entrepreneur, but also the first amateur mountaineer in China to complete the plan of climbing the highest mountain on seven continents. He said, "Mountain climbing is my way of life." The life stories of these founders represent the power behind the brand.

Third, the product story.

□ Actual combat cases

Let's see how Coca-Cola tells their product stories:

On May 8th, 1886, a shop assistant accidentally mixed john pemberton's brain-nourishing medicine juice with soda water, which coincidentally created a strange taste, and Coca-Cola was officially born. The birth of Coca-Cola is full of coincidences, and this is just the beginning. Coca-Cola's secret formula is the real classic story. It seems that everyone knows that the secret formula of Coca-Cola is in the company safe, but to open the safe, the chairman of the company, the mayor and the designated heir of Coca-Cola formula need to be present at the same time within the specified time. If the time is wrong, it is not allowed to open. The most widespread rumor is that only three people have mastered the formula, and they have mastered one-third of the formula respectively. The identities of these three people are absolutely confidential, and they must all sign a "no-disclosure agreement". They must never disclose one third of their hands to others, including the owners of the other two parts of the formula. They are also not allowed to travel on the same plane to prevent terrible accidents and the loss of top secret information.

The more mysterious the formula of Coca-Cola, the more it can attract the continuous attention of countless people. This is the charm of the product story. There is also a way to tell product stories, that is, how enterprises promote products. Besides telling stories, the best way to prove product quality is to demonstrate products, which can give customers an intuitive product experience.

Four, the star in the enterprise

□ Actual combat cases

He is regarded as the number one manager in America. From 198 1 took over as the eighth president of General Electric Company (GE) to 2002, he created one miracle after another in income and income. The main indicators of GE have maintained double-digit growth. During his tenure, GE's annual revenue increased from $25 billion to $654.38+0005 billion, its net profit increased from $654.38+05 billion to $654.38+04 billion, and its employees decreased from 400,000 to 300,000. By the end of 200 1 year, the market value of GE exceeded.

520 billion dollars. In order to make the enterprise more competitive, in terms of "hardware", he used the famous "one of the best" principle to reduce the scale, then built a flat structure and reorganized GE's industry. On the "software", he tried his best to change the culture of the whole enterprise and the thinking mode of employees. "One of the best", "borderless" and "six-horse principle" are called "Troika" to promote the development of General Electric. "Boundless" is one of his symbolic leadership arts and one of his greatest contributions to management and leadership. He not only created the word "borderless", but also applied this concept to GE, creating a new model of super-large organizations.

He is Jack Welch.

Maybe your company doesn't have a superstar like Jack Welch, but it doesn't matter. The standard of judgment is not what the public thinks, but what your company thinks. Every employee in the company has his own story. As long as you feel that some values and behaviors should be praised and spread, then organize these people and things into pamphlets and publish them in internal publications and promotional materials so that all employees of the company can understand them. If you think these stories are in line with your entrepreneurial spirit, expand the scope and start telling them to your customers through various channels.

The superstar we define here does not mean that those who have made outstanding contributions to the enterprise deserve this title. In fact, the superstars here represent the employee behaviors and ways of doing things encouraged by enterprises at different stages of development. Product designers develop best-selling products, sales staff overfulfill the annual planned tasks, and financial personnel effectively control the company's costs, all of which can be called company superstars.

Verb (short for verb) is the story passed down.

□ Actual combat cases

Let's review the legendary story of swarovski, a world-famous crystal brand: 1862, daniel swarovski was born in a small village on Mount Ish in Bohemia. When he was young, Swarovski studied gem polishing with his father and used it to decorate brooches, hairpins and other ornaments. After World War I, with the fashion of using imitation crystal ornaments to decorate luxury clothes, Swarovski produced the first new product with imitation crystal embedded in metal or plastic, which was used as an ornament for evening dresses, shoes and wedding dresses. In 1950s, we cooperated with Dior to develop a coated imitation crystal stone-Northern Lights, which is still the first choice of big-name designers. 1988, swarovski company took the swan as a symbol and sent a swan named after swarovski back to the waterfowl paradise in southwest England.

1995, Swarovski Company celebrated its centenary, and built a theme park named "Crystal World" in Wattens, which became a famous tourist attraction in Austria. ...

It is this series of stories accumulated in the history of brand development that make the dazzling Swarovski crystal world a leader in the industry.

"Although the processing is complicated, you can't save labor. Although the taste is expensive, I dare not reduce material resources. " This is the promise of Tong Ren Tang. 35 1 years ago, Lejia set up a small pharmacy in Beijing. Since then, Imperial Medicine has been enshrined in 188, which has become a world-renowned "Chinese time-honored brand". What is the secret? Two words-integrity. Lu Guangrong, 83, is a famous expert in medicinal materials and a representative inheritor of national intangible cultural heritage. She entered Tongrentang at the age of 2 1 and studied the identification of medicinal materials with a teacher. She has developed a set of unique skills to identify the authenticity and quality of medicinal materials by hand rubbing, nose smelling, visual inspection, mouth tasting, fire inspection and water inspection. At present, manual inspection is still the "first pass" for Tongrentang to take medicine. Lu Guangrong told a story: once, she found that after the medicinal materials she bought were bundled, there was nothing on them, and there were defective products hidden in the middle and below. To this end, she asked the pharmacist to open each bundle of medicinal materials, not only to look at the top, but also to look at the middle and bottom to avoid shoddy. Nowadays, in Tongrentang, all newly purchased medicinal materials have to undergo manual inspection first. Only through manual inspection can we enter the stricter inspection of high-tech instruments. Tongrentang's medicinal materials speak with both senses and data.

No one can deny the charm of "China Time-honored Brand". Many time-honored brands in Beijing and Tianjin-Quanjude, Tongrentang and Goubuli-have their own stories. Telling brand stories is especially suitable for those brands that have developed for a long time. Only enterprises that can stand the test of time can be called brands.

Every brand is a gift precipitated by time, and brand stories are like pearls scattered in the desert. If no one picks them up, they will eventually be buried forever by the wind and sand. An enterprise that knows brand marketing, some people will pick up these pearls scattered in the desert and connect them in series with red lines, so that wonderful brand stories can influence customers.

■ Deliberate practice

Organize the brand story in the enterprise and record the story content.