The key to sales--how to understand Party A's purchasing mentality?

Today’s case:

Understand Party A’s purchasing mentality – the key to sales

1. How to ensure purchasing standards and maximize Party A’s interests?

2. If you spend money to buy famous brands, then what is the use of the purchasing department? Who doesn’t spend money?

3. Ningbo customers don’t think our products have two major pain points?

Extract keywords: purchasing mentality

1. How do we understand purchasing mentality?

2. How to segment the purchasing mentality?

3. What is the definition of procurement?

4. Who does purchasing in a typical company?

5. What are the responsibilities of procurement?

6. What are the purchasing standards?

7. How can we ensure the maximization of interests?

8. What is the standard for maximizing interests? Who will formulate it? Who will evaluate?

9. Does the company’s standard require good quality and low price?

10. Does the use department’s standard require convenience and long life?

11. What are the user habits?

12. What is the place of use and what performance is required?

13. What is the user’s attitude towards purchasing?

14. What is the company’s development direction and procurement direction?

15. What is the company’s financial status?

16. What are the company’s procurement indicators?

17. What are the company’s product quality requirements?

18. What impact does this product have on the company’s overall product quality?

19. What benefits does the purchased product bring to the buyer’s workplace?

20. Did the buyer get promoted and make a fortune?

21. Did the buyer behave in front of the boss?

22. Will buyers be accused of operating in secret?

23. Why doesn’t the company directly buy famous brands?

24. Why don’t companies just buy bargains?

25. Is the company pursuing cost-effectiveness?

26. Does the boss want to spend a small amount of money to do big things?

27. Everyone wants value for money?

28. Why do customers who have already completed transactions choose their own products?

29. Why do customers who have already completed transactions dare to choose their own products?

30. Is it different industries, or is it a matter of human relations?

31. Is it a problem with the boss’s thinking, or is it a matter of his own strengths?

Apply what you have learned in doing things:

Procurement psychology has always been our main entry point. He is the promoter, so all tender documents are promoted by him, so we must successfully open To make an order, we must first complete the purchase, and to complete the purchase, we must first conduct market research on the purchase and analyze it from his psychology. What are his personal needs? What are his powers? What does he need from the company? These are things we need to analyze carefully.

Our classmate Lili encountered the same problem a few days ago. A new hospital was in the process of being established and needed to purchase a large amount of equipment. The director, who is a small shareholder, came to inquire directly. Through market research, I felt that I had found his purchasing needs, and I knew that they had found several peers to quote prices, and based on their purchasing needs, they wanted to buy mid-range products. Such a classification comparison reveals that only our own company is the most powerful in this area. In order to seize the mental ladder, they also carried out text message bombardment, and then they were blocked by customers. They are now in a passive situation and don't know how to deal with it now.

I think I have a price advantage, a service advantage, and a brand advantage. As long as the price is quoted, this customer shouldn't have much of a problem.

But I think this is due to the lack of due diligence and the rush to place an order, which leads to the current passive situation. I think the current focus is not on our own strengths. When we are blocked by customers, it is because customers have distrust in our anxious attitude. The problem we need to solve now is how to break the customer's wariness.

Judging from the nature of the customer coming to us to quote, he has several purposes: 1. Find more suppliers to quote, and Party B will kill Party B; 2. See if there are any high-quality suppliers; 3. . See if there are any products with better cost performance; 4. Find someone to accompany the bid; 5. Get more familiar with the performance of the product and optimize your own equipment configuration, that is, conduct market research; 6. Maybe there is a bigger one with a small size. The possibilities are vast.

In my opinion, the above conditions are met, but why are there so many uncertain factors here? Let’s analyze the psychology of purchasing. From the hospital’s perspective, he may want to find the best cost-effective hospital. products. But I think it is more important to analyze from his personal perspective: 1. He already has a confirmed supplier, already has personal interests, and does not trust us. 2. Market adjustment price. I think it can completely meet his personal needs, because we remember a principle, as long as there is communication, there is an opportunity. However, he was frightened now and has blocked us. Can we find a more important entry point to express our sincerity?

I think we should make a value-added service report for him, which is a report on suggestions for the use of equipment in the new hospital. Of course, this must list outstanding cases in the industry so that he can have a plan for implementation. Give him a reference while simultaneously blurring the sales proposition. Let him discover that our character is very good, and then maybe we can re-establish contact. After regaining contact, you can then cultivate and consolidate the relationship, and finally show off your product and price advantages. Because you have done a good job in human relations, what you say will naturally be credible.

Refining the Essence: Purchasing Psychology

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