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楔入(Wedge)营销买卖,涉及的不仅仅是买家和卖家两方,至少还存在第三方——竞争对手。传统的销售方式把重点放在预期客户身上,认为如果销售人员能与预期客户拉上关系,找出预期客户的需求,然后满足这一需求,销售人员就可以得到丰厚的回报。显然,这种方式忽略了竞争对手以及应付他们的策略。当竞争对手已经与预期客户建立了关系,当然也会付出努力来维持这种关系。因此,为了创造赢取客户的机会,销售人员的首要任务就是“离间”预期客户和竞争对手之间的
Wedge Marketing deals with more than just buyers and sellers, at least a third party - competitors. The traditional way of selling focuses on the prospective client, thinking that salespeople can reap the rewards if the sales force can pull in the relationship with the prospective client, figure out what the prospective client needs, and then meet that need. Obviously, this approach ignores competitors and strategies to deal with them. When competitors have established relationships with prospective clients, of course, they also work hard to maintain that relationship. Therefore, in order to create the opportunity to win customers, the salesperson’s first priority is to “anticipate” between customers and competitors