When I have dinner with former classmate last time, he introduce one book to me” Lose & win”(输赢). It’s a novel of sales story. It record one international company manager how to get one important order and how to train his sales team. It’s really a nice book with lots sale’s skill. It really make a good marketing lesson to me. Now I realize more and more clear sales not only means send mails and calls. Beside price, quality, personal relationship, information also are one important element. We need know more the clients and our competitor’s information. Far more than their names, post, maybe even we need know clear of their family hobby. In fact, we didn’t pay attention to this information. How much do you know your clients and your competitor? When preparing for the order, beside the basic price, technical request, We need to do far more work. Who is the master for that case? What’s his hobby? Are there special tip for him or his family? Who will be our competitor? What’s competitor’s advantage and defect? What’s our advantage and defect? How can we overcome the defect? From this book, I also realize why lots of international company wins in international bid or world famous project. In fact, maybe the result have confirmed before the process. Some company have prepared for that since several years ago. We only do that when the information published. In fact we have lost in the beginning of the game. Someone has told me this is “information period “now. I prove it in this book. Information is chance and treasure now. I also know why we can’t get the big clients order. This book really helps me adjust my method of developing market. Marketing not mean writing mail and simple call. Lots of orders have been by competitors when we busy writing mails. Price is important but not the key element also. We need learn slip away from the price war.
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