If you don't know how to sell, starting your own business must be a risk thing. How opportunity comes? It is actually driven by customer demands. As long as we can keenly look into customer demands and then think about how to notify the customers and convey excellent experiences, profits come subsequently.
In terms of sales, many guys think more complexly. In summary, you have to remember only 3 words: pain spot, tickle spot and excitement spot. Let us see simply definitions.
1. Pain spot
What problems customer has, which makes him sleepless and annoying. These pain spots are what we should solve for customer.
2. Tickle spot
Uncomfortable factors making customer in a dilemma. Customer needs somebody to scratch the tickle.
3. Excitement spot
The excitement that makes customer shout “WOW” and stay in pleasure.
How are 6 cases to impress you. Hope you can be inspired through them.
ONE: Accurate Customer
Taxi driver is easily afflicted with hemorrhoids due to sitting for long time. If we can push audio or text advertisement of hemorrhoids drug by using taxi App under the downtown district, this is absolutely accurate marketing. It is said that there are 5 people replying to one message. When you pay no attention to this, others have been doing for long.
[Tips] Beyond surface, we can find taxi drivers’ pains such as hemorrhoids, lumbar disease and then dig customer demands for making a deal.
TWO: Increase Profits
You are shopping apples and asking “how much?”
Seller: “$1 USD for this stack”.
You: “How about apples on the other side?”
Seller: “$1.5 USD”.
You: “Why it’s more expensive?”
Seller: “Looks better”.
You decided to buy apples on price $1.5USD.
Afterwards, seller divided the apples as 2 stacks and sold them on price $1.5USD very soon.
[Tips] This is customer excitement spot. When you have only one price, customer decides to buy or not; When you have two prices, customer decides to buy the good or better. Actually, more customers buy better commodities, which will directly increase your profits.
THREE: Promote Customer Repeat Purchase
A fine menswear shop launched member service of dry cleaning of the clothes for FREE every month. Regular member: 1 time/month; Silver member: 2 times/month; Golden member: 3 times/month. The amazing happened. Customers will take their clothes to the shop for dry cleaning and look around new arrivals while waiting for their clothes. You know, more clothes were sold. Look, free gift or service is so powerful.
[Tips] Launch low cost value-added service, which can activate customer repeat purchasing.
FOUR: Strengthen Your Customer Relationship
Customer does not need your weekly greeting, postcard or SNS sharing. It’s terrible that you think your customer can remember you. These actually seem to be annoying. So please do NOT waste time on this. The right way is to analyze where your customer stands and learn how to pay and gain. For example, you can prepare a small bunch of flowers for lady customer every week. It is not expensive and will show your sincerity. More importantly, your customer likes it. You can prepare high end liquor for gentleman customer. You should also make your customers feel honored while picking up them. Besides material needs, we have to pay attention to their spiritual needs, such as mutual communication of interests and useful suggestions.
[Tips] You have to pay before gaining what you want and focus on customer spiritual needs more.
FIVE: Enhance Brand Awareness Through Place
After initial access to local market, a commodity maker did a weird thing that they placed first retail store in high-cost downtown and near big brand: Chanel. At the very beginning, many people confused about it, but gradually understood the reason. Customers probably think that a brand neighboring Chanel must be high-end brand. The smart manufacturer quickly promote brand awareness with cost of opening a direct store.
[Tips] Your brand place in customers’ heart is determined by whom you stand nearby. You can build brand awareness by marketing big brands.
SIX: Sales Psychology
A lady loved to buy delicate tableware, but her husband denied due to high price. At this moment, the shopping guide stepped forward and said only one sentence. After that, the husband went to cash counter to pay immediately. Do you know the reason of the man’s quick turn? The shopping guide said “Your wife would not ask you to wash the expensive tableware.”
[Tips] Customers don’t buy because they have no pains. So we only have to explore what customers think and their pains.
The last important thing is: just do it now. The author comes from NOD Electronics, a PCBA provider.
2015年8月24日星期一
How to Select EMS Provider?
With internet high and quick penetration to traditional manufacturing industries, it’s becoming easier to complete international purchasing. However, enough provider options make our purchase decision waste a lot of time and hard to finalize. Purchase managers always complain that the selected provider is out of expectations despite big efforts and costs. So, how to select our EMS (Electronic Manufacturing Service) and PCBA provider?
Before an answer to this question, we have to understand a basic concept of cooperation. Long good cooperation is built on counterpart term, which includes enterprise size, manufacturing capabilities, services level and perspectives. Therefore, the provider selected by purchase manager at first might not be matched with project requirements, because there are big bugs of evaluation metrics of EMS providers. Now please go through some methods below.
Online Brand Awareness
You can catch up with rich information through EMS provider website and its social media pages. It’s hard to imagine that an EMS provider who has no official website or no related results on Facebook, Twitter, Linked In can offer you outstanding exporting services, and so does provider owning bad website (pure template, without any design thoughts and updates). Here are some evaluation terms.
1. Aesthetics design of website
2. Daily or weekly update of website
3. Brand clues or reports on Facebook, Twitter, Linked In
4. Any released video on YouTube.
Manufacturing Capabilities
It is supposed to view PCB manufacturing capabilities and PCB assembly capabilities of EMS provider on website. If the related info did not display on website, we could judge that this provider really ignored customer concerns. The sign of massive duplicate or contradictory content on website is also evidence for evaluating the provider manufacturing capabilities.
Quote Analysis
Never kill a potential good provider because of the initial quote, even 50% higher than your target, because providers quoted on basis of limited conditions and 100% unclear market positioning of your product, manufacturing process details and test plan. It actually exists that provider quoted higher thought about these requirements. But provider quoted low only aimed to earn regardless of product quality at first. Normally the initial quote is based on small batch order or sample order, so it is reasonable to see big price discrepancy.
Quality Control
Professional EMS provider places column of quality control on website, which includes metrics of manufacturing process and internal management. We can evaluate the provider on this base.
Approved Certificates
Provider with certificates such as UL, CE, RoHS, TS16949, ISO9001 is likely to fulfill quality and stability of PCB manufacturing and assembly services.
Professional Sales Man
You can recognize if you are facing a professional sales man during a short call by aspects such as fluent English, sophisticated business knowledge, good communication. This is another metric to evaluate EMS capabilities and experiences of the provider.
B2B platform is gradually coming to phase of scale returns. Enterprises who like to spend money on B2B platform can earn good rank in search results. Rather, Google, Yahoo and Bing are more likely to be trusted, because of sophisticated algorithms. Good rank company tend to have advanced manufacturing capabilities and outstanding services. So please carefully filter the search results of first 3 pages and handle above evaluation metrics. Good Luck.
Before an answer to this question, we have to understand a basic concept of cooperation. Long good cooperation is built on counterpart term, which includes enterprise size, manufacturing capabilities, services level and perspectives. Therefore, the provider selected by purchase manager at first might not be matched with project requirements, because there are big bugs of evaluation metrics of EMS providers. Now please go through some methods below.
Online Brand Awareness
You can catch up with rich information through EMS provider website and its social media pages. It’s hard to imagine that an EMS provider who has no official website or no related results on Facebook, Twitter, Linked In can offer you outstanding exporting services, and so does provider owning bad website (pure template, without any design thoughts and updates). Here are some evaluation terms.
1. Aesthetics design of website
2. Daily or weekly update of website
3. Brand clues or reports on Facebook, Twitter, Linked In
4. Any released video on YouTube.
Manufacturing Capabilities
It is supposed to view PCB manufacturing capabilities and PCB assembly capabilities of EMS provider on website. If the related info did not display on website, we could judge that this provider really ignored customer concerns. The sign of massive duplicate or contradictory content on website is also evidence for evaluating the provider manufacturing capabilities.
Quote Analysis
Never kill a potential good provider because of the initial quote, even 50% higher than your target, because providers quoted on basis of limited conditions and 100% unclear market positioning of your product, manufacturing process details and test plan. It actually exists that provider quoted higher thought about these requirements. But provider quoted low only aimed to earn regardless of product quality at first. Normally the initial quote is based on small batch order or sample order, so it is reasonable to see big price discrepancy.
Quality Control
Professional EMS provider places column of quality control on website, which includes metrics of manufacturing process and internal management. We can evaluate the provider on this base.
Approved Certificates
Provider with certificates such as UL, CE, RoHS, TS16949, ISO9001 is likely to fulfill quality and stability of PCB manufacturing and assembly services.
Professional Sales Man
You can recognize if you are facing a professional sales man during a short call by aspects such as fluent English, sophisticated business knowledge, good communication. This is another metric to evaluate EMS capabilities and experiences of the provider.
B2B platform is gradually coming to phase of scale returns. Enterprises who like to spend money on B2B platform can earn good rank in search results. Rather, Google, Yahoo and Bing are more likely to be trusted, because of sophisticated algorithms. Good rank company tend to have advanced manufacturing capabilities and outstanding services. So please carefully filter the search results of first 3 pages and handle above evaluation metrics. Good Luck.
2015 Situation of China Electronics Manufacturing Industry
China government officially released GDP growth at 7% in the first half of 2015. However, civic researches showed a declining actual economical data. China government proposed solutions to stimulate the entity economy. China, being the super manufacturing country, the electronic manufacturing situation as part of China entity economy has been a big concern. It becomes an important signal of global stagnating economy.
Industry insiders from other countries disclose that recession could be traced clearly in electronics manufacturing industry. A lot of companies are struggling to survive. But what caused the economic downturns trend?
China experienced the last ten year of economy growth pattern of investment-led. Now the “train” is slowing down. As the total GDP is growing, guarding the figure 7% is extremely difficult, even reflecting some political factors. Nowadays, China government is starting to advocate new economical concepts of “The Belt and Road Initiative”, “Internet +”, “Made in China 2025”, etc, aiming at breaking out of the old economical patterns and shaping China new economical pattern, representing by new manufacturing industry, new trading industry and hi-tech manufacturing power.
Every conversion is slow and painful. However, history told the regulations which China government insisted would gain the expected results in the end. It owes to the only one Party in China. As a result, in the same time of facing economical decline and looking for solutions, we need to foresee the influence to the world due to the conversion of China future economical patterns. The economy-led to Europe and Asia by "The Belt and Road Initiative", AIIB couldn't be ignored.
For those enterprises involved in oversea trading, seizing the opportunity of present China capacity output and capturing the positives brought by future economy pattern conversion would be meaningful in terms of strategic decision. The author comes from NOD Electronics, a PCB assembly service provider.
Industry insiders from other countries disclose that recession could be traced clearly in electronics manufacturing industry. A lot of companies are struggling to survive. But what caused the economic downturns trend?
China experienced the last ten year of economy growth pattern of investment-led. Now the “train” is slowing down. As the total GDP is growing, guarding the figure 7% is extremely difficult, even reflecting some political factors. Nowadays, China government is starting to advocate new economical concepts of “The Belt and Road Initiative”, “Internet +”, “Made in China 2025”, etc, aiming at breaking out of the old economical patterns and shaping China new economical pattern, representing by new manufacturing industry, new trading industry and hi-tech manufacturing power.
Every conversion is slow and painful. However, history told the regulations which China government insisted would gain the expected results in the end. It owes to the only one Party in China. As a result, in the same time of facing economical decline and looking for solutions, we need to foresee the influence to the world due to the conversion of China future economical patterns. The economy-led to Europe and Asia by "The Belt and Road Initiative", AIIB couldn't be ignored.
For those enterprises involved in oversea trading, seizing the opportunity of present China capacity output and capturing the positives brought by future economy pattern conversion would be meaningful in terms of strategic decision. The author comes from NOD Electronics, a PCB assembly service provider.
7 elements to build a high-value brand from nothing
Do 70% of logos in wrong design take customers into trouble?
Is cost the first principle of naming a brand and product?
Is packing the most powerful marketing plan?
Successful enterprise has its own unique genetic code, so as a high-value brand has its own dramatic identifications. Brand is not exclusive for big company. Brand study and abstract are the basic focuses for small-medium business who is unaffordable for advertising. This article looks into basic features of high-value brand in terms of brand, positioning, brand name, product, packing, advertising slogan and concept. As a PCB manufacturer, NOD Electronics fully takes these principles into consideration during providing electronic manufacturing services to their customers.
1. Brand
Before word “brand” was invented by human, it’s more accurate to use “symbol” instead of it. Humans are symbolized animals. Symbol indicates significant meanings and profoundly impact human behavior. Otherwise, symbol controls human behavior and drives our consumption. 70% of logos were designed wrong, which takes customers into trouble. Brand logo should focus on benefits it brings, not how it comes out. Contained culture concepts in brand logo does not make any sense, because inappropriate symbol will increase cost while conveying it without voiceover. We only need original symbol in relation to brand.
2. Brand Name
The first principle of naming brand and product is cost. Obscure name involves high memory and spread cost. Brand name is a battle between super and non-super words. For example, Apple is a super word, but Dell not. The second principle of name is indication, which can call out brand value. Auditory words are recommended, because name is to be said, not looked at.
3. Positioning
When entering a supermarket, you will see 80% of products in non-mind-forces, ordinary and homogenous brands due to lack of marketplace positioning. You can imagine how worrying the organizations and staff back struggling brand look. This will become a root of fierce social turbulence. At very beginning of re-positioning is to place negative sticker onto your component brand, so as to build your own positive impression. It’s a warning for brand in low price business and without sufficient advertising budget. Unclear and non-positioning brand means to stay on bottom of business food chain and endure interest strikes. Positioning is likely to implant differentiation in minds of potential customers and should avoid any chaos and complex feelings, so the best way of entering customer mind is to simplify information. Some powerful advertisings focus on one word (such as Volvo: safe, BMW: drive). Listen up, do not attempt to send out all information and should focus on a strong differentiated concept and implant it into potential customer minds.
4. Concept
Try to ask yourself: will our product concept gain explosion effects in customer minds? When you state a concept, customer should admit quickly without any further explanation or demonstration. The conveying concept should be obvious and does not need time to think about. If a concept had no explosion effects or needed more explanation, it could not be good one. Explosion in mind stands for instant 100% acceptance without any question.
5. Advertising Slogan
Customer has a role of transmitter. Advertising is not intended to make him heard, but make him say to others. Brand advertising slogan should be secular. Every single man can blurt it out and act according to indications, which is the highest level of advertising. Start from folk slogan or become folk slogan. Advertising slogan is designed to let customer say it to his relatives and friends. Written language is only to “see” by our eyes, but customer spread relies on “say” and “listen”. So written language does not comply with customer auditory habits. Actually you have given up customer mouth to spread when you try to use written language.
6. Product
Product is made to realize the super word. If you can put value into name, do not let it appear in slogan. Otherwise, do not worry about long name. A long name with value is better than short name without value, because name has its own authority, but slogan is inferior.
7. Packing
Packing is the most powerful marketing plan. The purpose of creativeness is to “fix problem”, not "gain creativeness". Packing should stand on customer perspectives: A)The first issue you should think is how to highlight yourself on shelf, so you should take account of integrity and environment of product packing. B)The second issue is how to organize symbols and information. Keep the faith: I have no advertising and nobody knows me, but it can quickly communicate with customers and be sold out as long as I put packing onto shelf. If I can place picture on web site, it looks exciting without click to zoom in.
Is cost the first principle of naming a brand and product?
Is packing the most powerful marketing plan?
Successful enterprise has its own unique genetic code, so as a high-value brand has its own dramatic identifications. Brand is not exclusive for big company. Brand study and abstract are the basic focuses for small-medium business who is unaffordable for advertising. This article looks into basic features of high-value brand in terms of brand, positioning, brand name, product, packing, advertising slogan and concept. As a PCB manufacturer, NOD Electronics fully takes these principles into consideration during providing electronic manufacturing services to their customers.
1. Brand
Before word “brand” was invented by human, it’s more accurate to use “symbol” instead of it. Humans are symbolized animals. Symbol indicates significant meanings and profoundly impact human behavior. Otherwise, symbol controls human behavior and drives our consumption. 70% of logos were designed wrong, which takes customers into trouble. Brand logo should focus on benefits it brings, not how it comes out. Contained culture concepts in brand logo does not make any sense, because inappropriate symbol will increase cost while conveying it without voiceover. We only need original symbol in relation to brand.
2. Brand Name
The first principle of naming brand and product is cost. Obscure name involves high memory and spread cost. Brand name is a battle between super and non-super words. For example, Apple is a super word, but Dell not. The second principle of name is indication, which can call out brand value. Auditory words are recommended, because name is to be said, not looked at.
3. Positioning
When entering a supermarket, you will see 80% of products in non-mind-forces, ordinary and homogenous brands due to lack of marketplace positioning. You can imagine how worrying the organizations and staff back struggling brand look. This will become a root of fierce social turbulence. At very beginning of re-positioning is to place negative sticker onto your component brand, so as to build your own positive impression. It’s a warning for brand in low price business and without sufficient advertising budget. Unclear and non-positioning brand means to stay on bottom of business food chain and endure interest strikes. Positioning is likely to implant differentiation in minds of potential customers and should avoid any chaos and complex feelings, so the best way of entering customer mind is to simplify information. Some powerful advertisings focus on one word (such as Volvo: safe, BMW: drive). Listen up, do not attempt to send out all information and should focus on a strong differentiated concept and implant it into potential customer minds.
4. Concept
Try to ask yourself: will our product concept gain explosion effects in customer minds? When you state a concept, customer should admit quickly without any further explanation or demonstration. The conveying concept should be obvious and does not need time to think about. If a concept had no explosion effects or needed more explanation, it could not be good one. Explosion in mind stands for instant 100% acceptance without any question.
5. Advertising Slogan
Customer has a role of transmitter. Advertising is not intended to make him heard, but make him say to others. Brand advertising slogan should be secular. Every single man can blurt it out and act according to indications, which is the highest level of advertising. Start from folk slogan or become folk slogan. Advertising slogan is designed to let customer say it to his relatives and friends. Written language is only to “see” by our eyes, but customer spread relies on “say” and “listen”. So written language does not comply with customer auditory habits. Actually you have given up customer mouth to spread when you try to use written language.
6. Product
Product is made to realize the super word. If you can put value into name, do not let it appear in slogan. Otherwise, do not worry about long name. A long name with value is better than short name without value, because name has its own authority, but slogan is inferior.
7. Packing
Packing is the most powerful marketing plan. The purpose of creativeness is to “fix problem”, not "gain creativeness". Packing should stand on customer perspectives: A)The first issue you should think is how to highlight yourself on shelf, so you should take account of integrity and environment of product packing. B)The second issue is how to organize symbols and information. Keep the faith: I have no advertising and nobody knows me, but it can quickly communicate with customers and be sold out as long as I put packing onto shelf. If I can place picture on web site, it looks exciting without click to zoom in.
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