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Escaping the Price Trap! 避开价格陷阱
来源:科特勒咨询集团  杜南·斯巴克斯 发布时间:2017-12-08

Price Competition Study,Escaping the Price Trap!
价格竞争研究,避开价格陷阱!

中英对照



The Sales Board’s Price Competition Study was undertaken in an effort to provide hard data to aid in the understanding of a dilemma facing U.S. sales organizations in companies of all sizes and across all industrial categories.

Sales Board的价格竞争研究是为了提供有用的数据,以帮助了解美国销售机构在各种规模和所有行业类别中所面临的困境。

The challenge is price competition. In today’s global economy, salespeople are under pressure like never before to match or beat lower prices from competitors, domestic and foreign. When they do, their sales margins shrink, resulting in lower profits for their companies and lower commission-based earnings for themselves.

挑战在于价格竞争。在当今的全球经济中,销售人员面临着前所未有的压力,要压低到与之相当的价格来跟国内外竞争对手竞争。当他们这样做的时候,他们的销售利润率就会缩小,导致公司利润下滑,佣金收入降低。

To make matters worse, every time salespeople cave into pressure to discount their prices to match a competitor’s offer, they teach their customers to ask for more discounts next time.

更糟糕的是,每次销售人员都会屈于压力,将价格打折至与竞争对手的报价相当,这样客户下次会要求更多的折扣。

This creates a vicious cycle in which price haggling becomes the focus of sales conversations, with value propositions having no place.

这就形成了一种恶性循环,讨价还价成为销售对话的焦点,而价值主张则毫无意义。

As the creator of Action Selling, a proven, research-based system for managing and conducting the sales process, The Sales Board has seen this vicious cycle at work in numerous client organizations.

作为行之有效的管理和执行销售流程的研究型系统,行动销售的研发者,The Sales Board在众多的客户组织中看到了这种恶性循环。

The purpose of our Price Competition Study was to quantify the problem on a national level and to provide statistically valid data that would shed light on a number of questions vital to the future of companies and salespeople across the industrial spectrum.

我们的价格竞争研究的目的是在全国范围内对问题进行量化,并提供统计有效数据,从而揭示在整个工业领域中对企业和销售人员的未来至关重要的一些问题。



Among those questions:
这些问题包括:


1

Is price competition, indeed, a worsening problem for many or most U.S. companies?
对许多美国公司来说,价格竞争是一个日益恶化的问题吗?

2

Is it pushing companies and salespeople into a discounting cycle that threatens margins and amounts to a self-defeating race to the bargain basement?
它是否会将公司和销售人员推入一个打折循环周期,从而威胁到利润率,这将会是一场自我毁灭的竞争?

3

WWhat factors are contributing to the problem?是什么因素导致了这个问题?

4

What strategies, if any, appear to be effective at combating the dilemma and allowing salespeople to protect their margins?
如果有的话,什么样的策略能有效地应对这种困境,并允许销售人员保护自己的利润率呢?


That last question is crucial not only to the health of U.S. organizations but also to the very future of the sales profession. Because if the sales process degenerates into a game that involves little more than matching competitors’ lower prices, why should companies continue to employ salespeople?

最后一个问题不仅对美国企业的健康至关重要,对销售行业的未来也是至关重要的。因为如果销售过程退化为仅仅涉及与竞争对手比价格低的游戏,那么公司为什么还要继续雇佣销售人员呢?

Across the board, products and services are becoming increasingly commoditized, making them harder to differentiate on a classic features-and-benefits basis. Value-added strategies such as extended warranties and “partnership” programs also are being copied and commoditized. If sales professionals cannot find a way to differentiate their offerings and add value that justifies higher prices in customers’ minds, they are merely additional overhead. They have no business— and no future—on corporate payrolls.

全行业产品和服务正变得日益商品化,这使得区分一个经典特征和基础利益变得困难。诸如延长保修和“伙伴关系”计划等增值战略也正在被复制和商品化。如果销售人员无法找到一种方法来区分他们的产品,并增加产品价值来证明更高价格的合理性,那么客户会认为更高价格仅仅是额外的开销。销售人员就没有业务,也没有未来,没有工资。


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