Li Ruoyu continued: "Here I want to instill a concept in you, that is, marketing is the meaning of business sales, including intelligence, physical and other comprehensive inputs. Marketing is different from sales, sales contains the meaning of forced sales, although both are to make profits, but the purpose of marketing is to deeply understand and understand customers, so that the product or service is completely suitable for the needs of customers and form self-sales of products, so that sales promotion becomes redundant. Although this is the most ideal realm of marketing, the current marketing ability of the mixing plant can not be realized, but it should be something that every enterprise that wants to develop in the long term strives for. ”

Hearing what Li Ruoyu said, ******, the sales manager, also felt very fresh, and it was the first time she heard such a concept, so she asked: "Mr. Li, what is the difference between marketing and sales?"

Li Ruoyu said with a smile: " The difference between marketing and promotion is that the www.biquge.info of marketing is different, marketing is based on the market as the www.biquge.info, and the promotion is based on the enterprise as the www.biquge.info; the second is that the center is different, marketing is centered on customer needs, and marketing is centered on manufacturing products; third, the means are different, marketing is an all-round overall marketing, and marketing is limited to sales and promotion; fourth, the concept is different, the marketing concept is that the customer is God, and the marketing concept is that the customer is the object of making money; the fifth is the end point is different: marketing is to meet the needs of customers to obtain profits, merchandising is to get a profit through guò sales. ”

Li Ruoyu said: "I will tell you about the nature of concrete products and the analysis of the value of customer concessions, and everyone will understand some truths." Concrete products are not just physical objects that can be seen. A tangible product is just a carrier, and its core task is to meet the real benefits that the customer needs, which also needs to be supported by additional products as a service. Concrete is an intermediate product, and the concrete market belongs to the industrial market type, and the concrete purchased by users will be further used to produce other products, that is, buildings. Users are not only concerned about the product to meet the construction progress and quality requirements of the project, but also the benefits that can be earned from it. But does the benefit have to be achieved by lowering the price of goods?"

After a pause, Li Ruoyu said again: "This can be analyzed from the theory of concession value. Customer handicap value is the ratio between the total value of the customer and the total cost of the customer. The total value includes product value, service value, personnel value, image value, etc., and the value of the user's subjective belief that its interests have been improved. The total cost of the customer includes the monetary cost and the non-monetary cost such as the cost of time, the cost of the body, the cost of the mind, etc., which is the sum of the value that the user subjectively believes that his benefits have been reduced. In general, monetary cost is the main and basic factor that constitutes the total cost of customers, but time cost, physical cost, and psychological cost also play a certain role in the customer's purchase process. ”

Hearing that Li Ruoyu analyzed the concrete marketing so thoroughly and rose to the height of theory, even the sales manager ****** felt that their boss was really powerful, not only a technical expert, but also a powerful marketing strategy and management.

Li Ruoyu smiled and said, "You can just remember some key points." Lowering prices is only one factor in increasing the value of customer concessions, but it is by no means the only factor that is detrimental to other factors because of its greater utility. In fact, in addition to price, if the enterprise can correspondingly increase some value factors for customers, or reduce the amount of some cost factors other than price, it can also improve the overall value of customers. This is the reason why some well-known companies often win bids at a higher price than their competitors. ”

Li Ruoyu looked at everyone, and continued: "Let me talk about the analysis of the impact of the brand on concrete sales, comrades in the sales department, you are all doing sales work in a concrete company for the first time, so it is necessary to understand this knowledge." In fact, the brand should not be understood as a registered trademark of goods in a narrow sense, but should be understood as a corporate image in a broad sense. Of course, in order to establish a corporate image and improve product visibility, our concrete batching plant is still too early to apply for a registered trademark for the product. First of all, concrete products have a large geographical restriction, a station can only cover the surrounding area of up to 20 kilometers, which causes the product promotion role of the trademark is greatly limited, of course, in the future, our company has a mixing plant in the whole Shanghai, and even in the national layout, at that time to improve the availability of products, the promotion of the brand can be played. ”

After taking a sip of tea, Li Ruoyu continued: "Second, the concrete batching plant is not facing the final consumer, and the current construction party is concerned about the overall qualification of the batching plant rather than the trademark, so many customers have to go to the batching plant for on-site inspection. Therefore, registered trademarks do not play the same role as those for the end product that is facing the masses. There are two modes of marketing activities of the mixing plant, push and pull, and push is to take the builder as the sales object and push the product to the final user. Pulling is to arouse the interest of the end user, so that they can find the construction unit that can use this product, and then promote the construction party to take the initiative to buy. Unless the mixing plant can be publicized a lot on the one hand, so that the final consumers, that is, the buyers and users of the building, are fully aware of the importance of the impact of concrete products on the project, and think that the project built with this brand is a reliable project, and take this as one of the main reference bases for purchase and decision-making. On the other hand, there are many plants located over a large geographical area, so that users have the prerequisites to obtain a product. Then it makes sense to register a trademark. ”

"But the mixing plant enterprises that can have this kind of strength still don't exist now. This is the goal of our company's efforts, with the current situation of all mixing plants in Shanghai, there is still a long way to go to achieve the strategy of pulling, but our company's concrete batching plant must first establish the image of the enterprise itself in the construction market, which is also a kind of brand building. Therefore, we should focus on building the image of Zhongsheng new building materials in the industry, and fully realize the brand effect of the company's own image in the construction industry, so that our scale will be expanded in the future, and we will have stronger competitiveness. ”

After listening to Li Ruoyu's discussion, everyone felt that they had benefited a lot, especially the three beauties in the sales department, and they admired their bosses so much that they were about to throw themselves to the ground.

Li Ruoyu changed the topic and said: "As a product of the construction industry, ready-mixed commercial concrete has been widely recognized by the market in China for only a few years. Both sides of the supply and demand of ready-mixed commercial concrete, enterprises, associations, intermediaries and relevant government management departments, starting from cultivating the ready-mixed concrete market and promoting the development of ready-mixed concrete enterprises, need to make efforts in sales management and formulate a series of codes of conduct, operating specifications and systems. Our company needs to do a lot in this regard, and only the company that sets the rules is the best company!" )