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Case: how to pick up 30 million bills?

Click times: 1818 release time: November 21, 2019 15:53:43
[foreword of case]
Tianlong No.8 department is specially opened for the characteristics of long cycle, complex process and numerous personnel involved in the marketing of industrial products
Developed a set of fine chemicals marketing management tools. How to skillfully apply the contents of Tianlong Babu to the case? Let's take a look at how the following case plays with the knowledge system of Tianlong Babu.
[case background]
A few years ago, G City wanted to build an airport terminal, with a total investment of 20 billion yuan. At that time, Party A's positioning was to build the new terminal into a first-class one in China, so it finally decided to choose imported glass. However, considering that domestic brands may be dissatisfied with this, they intend to pull up south south glass and leather glass, ready to serve as a foil.
[customer organization structure]


[case description]
Project initiation: information collection
As a consultant of Nannan Glass Group, I went to the airport as soon as I received the invitation. First of all, I visited the chief commander of the project. When Mr. Huang was not in the office at that time, I decided to transfer to other departments. I happened to transfer to the cost department. There was only a little girl sitting in it. She was very enthusiastic. So I started talking with her. She introduced me with a lot of information about the project organization and project progress. Before leaving, we also left each other's phone calls.
Deep contact: developing informants
After I went back, I called the girl and asked her out for dinner. They had a good conversation. I successfully developed this girl into an "informer".
Later, I learned that at that time, party a planned to select gray green coated laminated glass as curtain wall, and invited two building materials enterprises at home and abroad to do project screening. Saint Gobain and Golan Weibo were invited from abroad, and south south glass and leather glass were invited at home. The two foreign enterprises are the first-class manufacturers of on-line coated glass.
Scheme design: find technical decision maker
Half a month later, Party A is going to hold a technical exchange meeting to invite these glass manufacturers to participate in the meeting and introduce the technology and characteristics of the products respectively. The general manager of the project, Mr. Huang, attended the two-day exchange meeting in person, while the company I served was arranged in the afternoon of the next day. After receiving the notice, I wanted to know more about the technical exchange meeting, so I called the little girl. She told me on the phone, "the commander-in-chief is only present in the morning of the first day, and will not attend the rest of the time." In the morning, the chief conductor of Golan made the product introduction.
Such an arrangement is not very beneficial to us.
Influence the success of technical decision makers
After consideration, we decided to change the order of appearance, so we went to the project Department of Party A and found the person in charge of arranging the meeting. We told him that our chief technical engineer would go abroad that day, only had time in the morning of the first day, and said that it was not good to be the first person to appear. We had no way. The person in charge agreed and got in touch with the sales manager of Golan Weibo, who said he could change it. In this way, we were arranged to make an introduction in the morning of the first day, winning a valuable opportunity to guide the decision-makers of Party A to choose our products.
Back in the office, we began to discuss how to use this technical exchange meeting to guide the members of Party A's decision-making group, especially Mr. Huang. After discussion, we agreed that foreign brands are all online, which is also the biggest threat to us. Therefore, we should unite with domestic leather glass to introduce the advantages of our off-line products, and first squeeze out foreign brands.
Then, we communicated with the sales manager on the idea of glass coating from the neutral point of view.
A few days later, I attended the technical exchange meeting organized by Party A together with Mr. Xu, chief technical engineer of Nannan glass. As an expert, Mr. Xu introduced the advantages of off-line coating compared with online coating, and cited the case of glue breaking caused by online coating glass used in Hong Kong airport, which shocked all the people present at Party A, including commander Huang.
After a few days' business trip, I found out the director Huang's idea again. The girl told me an important message: the commander-in-chief has gone abroad, but he has to change planes in Hong Kong when he comes back.
Connecting flights in Hong Kong? Should we make good use of this opportunity to take him to the Hong Kong airport to have a look at it and verify the glue opening case mentioned in our technical exchange that day?
I immediately got in touch with my colleagues in the Hong Kong office through the company and entrusted them to help us check the flight and pick up the plane. A month later, the commander-in-chief came back from abroad. As soon as he got off the plane, he was pulled to the Hong Kong airport terminal by his colleagues from the Hong Kong office. Of course, we saw the situation of glass gluing that we hoped he would see. This personal experience shakes the commander-in-chief's confidence in choosing online coating products.
A chain of tricks
After we came back, the commander-in-chief asked us to hang the sample. At the same time, there were several manufacturers hanging the sample. At that time, Sanxin curtain wall had the facilities to hang the sample. Party A asked all the manufacturers to go to Sanxin to hang the sample. In order to get the best effect, Mr. Xu and I went to Sanxin to step on the spot before hanging the sample. We calculated the time and direction of sunlight, and determined the best angle to see the sample before hanging the sample.
A few days later, we took the staff of Party A's decision-making group to look at the samples according to the time we had calculated, and asked them to look at the samples according to our selected angle, and achieved the best effect of hanging samples. After that, they wanted to see the sample effect of other manufacturers, so we took them away as soon as possible on the grounds of inviting them to drink tea, and only let them look around in a hurry. It's not going to work for us.
After these moves, Party A decided to choose off-line coating products.
Next, the design institute will write a tender. The problem also came. Party A chose gray green laminated glass. At that time, only leather glass could do this kind of glass in China, but we couldn't do it. So we went to the commander in chief and guided him to say that green PVB and gray glass were better. After several previous exchanges, the commander-in-chief trusted us very much and agreed easily.
My idea at that time was to write the scheme of using green PVB glue and gray glass into the standard book, so as to show our advantages. For this reason, I went to party a many times and said that the chief commander of green PVB glue and gray glass had agreed to this plan, but we still need to make a commitment and you should confirm it in the form of documents. At the beginning, the people of Party A didn't agree, but I knew the importance of this document to us, so I kept working. Finally, the person in charge of Party A's documents was worn impatiently, so a red headed document was issued in the name of the project headquarters, clearly specifying the scheme of green PVB glue and gray glass as the final scheme of the project.
Later, the design institute was responsible for writing the bidding documents. We went to the design institute every three days and asked the designers to have tea and chat from time to time, which soon brought the relationship of designers closer. At the beginning, the designer was going to put several glass brands in the bidding book, and put Saint Gobain in front of him. As soon as I saw that he couldn't, I guided him: you should write in the order of from near to far, from south to north. He understood and agreed. In this way, in the bidding documents, south south glass has become the preferred brand to be recommended.
Business Negotiation: smoke screen
Then the curtain wall company will bid. Although a lot of work has been done in front of us, there are still four major glass brands in the bidding document. Although we are ranked first, curtain wall company still can not choose us.
Then we did two more things
One thing to do before bidding for curtain walls. With an agreement I drafted in advance, I visited more than 20 curtain wall companies that participated in the bidding. I told them: as long as you can choose the south south glass brand when bidding, you can sign the agreement at a preferential price on the spot. If you don't sign the agreement now, you won't be able to enjoy the preferential price in the future purchase. This move makes about half of curtain wall companies bid and quote with south south glass brand.
After winning the bid, the curtain wall company will do another thing. I learned about the General Commander's whereabouts from the little girl inside. She told me that the commander-in-chief would come to the construction site once a week, usually at 8:30 on Monday, and the person in charge of the construction party would also attend. So I arrived at the construction site at 8:00 a.m. every Monday. When the commander in chief arrived, I would sit in his office for a while and say a few words. I would go out with him before the meeting at 8:30, pretending to be very familiar with him. All these were seen by the person in charge of the construction party, so he thought we were familiar with the commander in chief.
Then we went to him, took the red headed document and the bidding document with the construction party and said, "you see, party a means to use south south glass, but it's not easy to say clearly. Otherwise, how could we be ranked first in the bidding document? And this red headed document is not easy to come out with. "
Successful signing
The person in charge of the construction party listened to me and saw with his own eyes that I and the commander-in-chief were familiar with each other, so they believed that the contract was signed.

[case study]
This case successfully used informants, using the classic case of Tianlong Liubu, especially in the stage of technological breakthrough. Let's analyze the specific knowledge points used in this stage. (as shown in the picture: Tianlong Liubu)


At the beginning of the project, the sales staff found an excellent informant who was very close to the decision-making center, so they provided a lot of valuable information. It was this information that promoted the progress of the project until it was successful. It can be said that if the sales personnel do not rely on the information provided by the informants to make decisions in the project, the list is basically useless.
In the stage of technology exchange and technology breakthrough: the successful use of technology guidance, let a project which was originally a co bid, operate effectively, make it one of the four participants, effectively guide it to become one of the technical standards, and finally use the operation of the design institute to become No.1. Combined with technical guidance, south south glass has carried out 13 daily activities to achieve the goal of technical guidance.  
The daily activities are as follows,
The little girl understands the information of the technical exchange meeting
Change time, the first morning
Combined with leather glass, push off-line Technology
Ask Mr. Xu, a technical expert, for help
* failure cases of Hong Kong Airport
* ask Hong Kong colleagues for help
Get to know Mr. Huang's itinerary through informants
The scene investigation of failure cases
The introduction of red head documents (green vs gray)
6:00-6:00
* visit the operation of hanging samples (drinking tea)
Get the designer
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