"Mr. Wang, this is our product information, please take a look. Pen, fun, pavilion www. biquge。 info”

In the office of the project department of a construction site that was about to be completed, Feng Xiaochen, who was dressed in a suit and leather shoes, handed a stone brochure to Manager Wang of the project department, and said without humility or arrogance.

Behind Feng Xiaochen were Ning Mo and Zhao Yang, who were carrying backpacks, which contained stone samples and other brochures waiting to be sent. The two of them are also dressed like Feng Xiaochen, but the style and tone of the suit are slightly different. Their clothes were all temporarily purchased two days ago, but after buying them, Feng Xiaochen asked Zhao Yang to send the suit to the dry cleaner to dry clean it several times, and washed the brand new clothes as if they had been worn for more than half a year. Feng Xiaochen told the two that the quality of the clothing represents the strength of the company, but the new clothes will give people the feeling of cheaters.

In addition to clothing, Feng Xiaochen also gave Ning Mo surprise training on how to speak and behave in front of customers. In this regard, Yang Haifan also has a lot of experience, and he told them some social etiquette in big cities, which opened the eyes of these two young people who grew up in the mining area.

When everything was arranged, Feng Xiaochen took the two of them to visit various construction sites and sell the stone of the cold water mine to the owner. These stones have some nice names, such as the red one called "cold red", and the color one called "Yichuan flower", which was made up by a professional brand marketing consulting company in later generations, and was unceremoniously stolen by Feng Xiaochen. These names are already written in the brochure, and they look so layered.

The beautifully printed brochure and the salesman's proper suit shook the other party at once. Manager Wang quickly stood up with a smile on his face, beckoned everyone to sit down, and instructed his subordinates to take the best tea leaves to make tea for the guests, and then pulled a chair to sit next to the three people, and asked cautiously:

"Your cold-water stone factory is very large-scale, right? Why haven't I heard of it in the past?"

"Maybe it's because we're in the north, and Manager Wang has been doing engineering in the south, so it's normal that he doesn't know much about our situation. Feng Xiaochen said calmly, "The history of Lengshui Stone Factory is not very long, it was established three years ago under the personal guidance of the leaders of the State Economic Commission, and it is an export-oriented enterprise that mainly provides high-end export stones for the European market. After several years of development, it has barely reached the scale of 10 million US dollars in annual export earnings. ”

"Earn 10 million US dollars a year...... , well, for a stone factory, it is indeed very good. Manager Wang nodded. He is engaged in construction, for the stone enterprises can do what kind of scale, there is not too clear understanding, however, a year of 10 million US dollars of export foreign exchange, put in which place is also a large enterprise that can not be ignored. In addition, Manager Wang also noticed that Feng Xiaochen used the phrase "barely reached", and it seemed that he was not very satisfied with this amount, which shows that the background of this company is tough enough, and people's goals must be at the level of Xingchen and the sea.

"Since you are mainly engaged in the production of exported stones, why did you come to Pengcheng again?" Manager Wang then threw out a second question.

Feng Xiaochen said: "It is true that we are engaged in the export of stone, but there will be some foreign trade orders all year round, and we still need to sell them in China." Our department is specifically responsible for tail order sales. ”

"Foreign trade tail order?" Manager Wang didn't quite understand this concept.

Feng Xiaochen said: "It is some surplus products after completing the foreign trade task." Manager Wang is engaged in the construction industry, and may not know much about the characteristics of our manufacturing industry, especially the characteristics of export manufacturing. Foreign businessmen put forward an order requirement of 100,000 square meters, and we cannot produce according to 100,000 square meters, but need to appropriately add a little more, such as 100,000 square meters and 5,000 square meters. In this way, in case there is some damage during transportation, or if there is a little trouble in the customs, we can use the surplus part of the product to remedy it in time. However, this situation generally does not happen, so our excess part of the product needs to be sold in China, which is called foreign trade tail list. ”

"Do you mean that this is export-to-domestic sales?" Manager Wang seemed to understand a little and asked timidly. In fact, what Feng Xiaochen said was the concept of export to domestic sales that everyone often talked about a few years ago, but once it was called a foreign trade tail list, it revealed so much "Hong Kong Island style", which was reminiscent of some high-end and high-grade things.

Ning Mo and Zhao Yang, who were sitting on the side, were dumbfounded, they were obviously defective products rejected by foreign merchants, how could they turn into some kind of foreign trade receipts? When they told others about defective products in the past, their faces were full of contempt, and after Feng Xiaochen said this, instead of disgusting them, they also looked extremely admired.

In fact, in the past, the kind of goods that were exported to domestic sales, many of which were also returned goods of foreign trade, were defective products with some flaws, but the Chinese people did not flock to them?

"Manager Wang, you see, our products have such grades. Special grade products, which are the main products of our export earnings, are the leaders of the State Economic Commission to keep an eye on, and the quantity that can be retained for domestic sales is very small, and the price is relatively high. First-class products, the color is slightly less than the special grade, some defects in some processing, but it does not affect the use, it is also very popular in the foreign market, the price may be a little higher than the domestic market, but for Europeans, the price is very cheap.

Second-class products, the quality is similar to the first-class products, the main defect is that the size is smaller, it is produced with the leftovers after processing special products and first-class products, and there is no difference between the material selection and processing technology and the first-class products, and the price is more affordable, only 30 to 40 yuan per square meter.

There is also a third-class product, which is a product that has been bumped by some bumps during processing, in fact, if it is used in some less important places, it will not affect the appearance at all. Europeans have too high requirements for quality, and we Chinese should not care too much. The advantage is that the price is very cheap, only 20 to 25 yuan per square meter......"

Feng Xiaochen flipped through the brochure and talked to Manager Wang. When it comes to second-class and third-class products, there is no change in his tone, which makes people feel that even if there are some defective products he introduced, they are very worth having. Ning Mo listened while thinking about his performance when communicating with people, Feng Xiaochen's self-confidence alone was something he seriously lacked, which may be one of the reasons why he couldn't sell things.

"The office building we built is mainly for small and medium-sized corporate tenants, who are less demanding and more price-sensitive. Your premium and first-class products are very beautiful, but the price is too high and not suitable for us. Manager Wang tried his best to pretend to be calm and said to Feng Xiaochen.

The so-called big store bullying customers, big customers bullying the store, in fact, is an aura. Manager Wang's construction unit, in terms of assets and business volume, is much higher than that of Lengshui Stone Factory, and Manager Wang's own position is also higher than that of Ning Mo and Zhao Yang. But what Feng Xiaochen said, coupled with this beautiful brochure that made people want to collect it as a family heirloom, gave Manager Wang an invisible coercion, making him feel that he was a little lacking in confidence.

Of course, he didn't want to look weak in front of the three young people, so he could only hold on and find a high-sounding excuse for himself that he couldn't afford high-grade stone, but he didn't know that this just fell into the trap set by Feng Xiaochen.

The special grade and first-class products that Feng Xiaochen said are precisely those products exported by the stone factory, even if Manager Wang wants them, they will not sell them. Because for the country, earning foreign exchange through export is the top priority, and what can be exported will not be allowed to be sold domestically.

When making the brochure, Ning Mo proposed that he could not write about this level of product, so as not to be self-defeating. Feng Xiaochen told him that if there were no high-grade products, the grade of all products would be lowered, making people think that the cold water stone factory was not enough, or that the stone factory was sold in the domestic defective products, well, although this is the truth.

Feng Xiaochen's method is to use these high-grade stones as a cover to blind other people's eyes first. And then use the ridiculously expensive price, which makes people prohibitive, and willingly accept those defective products that are named second-class and third-class products.

In later generations, such marketing techniques were outrageous, and even a little experienced consumers could recognize what tricks the manufacturers were playing. However, in China in the early 80s, powerful state-owned enterprises were too lazy to do marketing, but township enterprises and private enterprises only dared to smash the market at low prices because their own strength was too poor, and did not dare to play this kind of trick of wanting to catch and indulge. Feng Xiaochen is not a marketing genius in later generations, but plagiarizing a few superficial methods can have good results.

"Section Chief Feng just said that the second-class product, I think it is still more suitable for us, 30 yuan per square meter, a little higher than our budget, if we want more quantity, is there any discount on the price?" Manager Wang asked in a negotiable tone.

Feng Xiaochen nodded, and said briskly: "This is no problem at all, if Manager Wang can ask for 100,000 square meters, we can provide it to you at 28 yuan per square meter." If it is a little less, to 30,000 square meters, we apply to the factory, and it should be reduced to 29 yuan per square meter, which should still be possible. ”