Study customer purchase decision, that is, research.

With clothing and industrial products

Example: Jerry's demand trap

Jerry, a salesman of a plastic manufacturer, hopes to one day get the best of it. He has been visiting the new product development group of Ge for 2 years.

In the last year, his efforts were finally rewarded, and a large number of orders continued, because the product development team had incorporated several of their improved nylon products in their research directory and became members of their new household products.

However, after some time, things changed.

(Wen / Guo Hanyao)

One day, the head of GE's new product development team suddenly told Jerry that they were going to end the current project, and that they would focus on the development of various other products. Jerry's sale of improved nylon was handled by the purchasing manager.

Next, Jerry met with the purchasing manager separately. He tried to establish a close cooperative relationship with the purchasing manager, and he hoped to inspire enough interest of the purchasing manager.

He mentioned that he had been very happy with the development team, and had described several new product ideas. The purchasing manager interrupted, "I really would like to do that, but I have to tell you honestly, I only need three points: price, price or price.

"Can you provide it?" Jerry was very surprised at the manager's recklessness. He joked bitterly: "you know we are not the Chevrolet in the industrial field."

Obviously, it didn't hold water. When he was still saying this, he had clearly realized that the interest of his customers had disappeared.

Later, as he approached the car door, Jerry felt uncomfortable. Losing such a customer was equivalent to a loss of $5 million a year, which was all too sudden.