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Inquiry negotiation: draining each other's potential

Inquiring progressive negotiation refers to the full division and combination of negotiating conditions and resources that can be used in the negotiation, based on the various potential needs of the other party and the costs that are willing to pay with them, and gradually affirming the other party. The way in which the sexual expression is satisfied and thus continues to achieve the desired outcome. This method is widely used in business negotiations because of its easy to grasp, low risk, and good use. The following is a part of the excerpt from the Marketing Marketing course taught to the marketing staff of many companies – a typical case of clever use of inquiry-based progressive negotiation techniques during the agent's annual target signing negotiation process. Kant is a company specializing in the production and sale of beverages. The company's strength is also good. At present, the main sales market is Anhui, and other regions in East China also have scattered sales. The company entered the Jiangsu market two years ago. Since all customers are operating in a “buy-price” buyout, there is no strict distribution network, and the market investment is very small. The annual sales are only about 2 million yuan. This year, the company decided to re-integrate the Jiangsu market and establish a complete distribution network. The headquarters gave the Jiangsu market a performance target of 20 million yuan. Jumping from 2 million yuan to 20 million yuan, many sales managers who were originally in the Jiangsu regional market were reluctant to retreat. Liang Zhenqiu, regional manager of Kant Corporation, volunteered to go to the Jiangsu regional manager in the case of other "Fengjiang Daxie". . After formulating a new marketing plan and determining a reasonable cost budget, how to find the right agent in each county and sign a certain target amount is the key to accomplishing the overall goal of Jiangsu. The different reasons for different customers to negotiate different ways and reach a higher contract amount is the real reason why Manager Liang dares to take over the Jiangsu market. The following is one of the typical cases of agent cooperation negotiation. Mr. Liang visited Wang Xing, one of the clients of Xinghua City, according to the pre-arranged agreement. Wang Boss is a customer of Kant. After purchasing the goods from Kant, he added some profits to the terminal or directly retailed. Last year, Kant drinks were sold. Ten thousand yuan. The two sides immediately entered the theme after chilling. Manager Liang first expressed his gratitude to Wang Bo for his support to Kant over the past few years, and introduced in detail the company's new development plan and firm confidence in the Jiangsu market. When Wang Boss heard this, his eyes were bright and he hoped to become an agent of Kant Corporation in Xinghua City. The next topic was about the target quantity and the conditions of the manufacturers. Manager Liang: Boss Wang, you used to be one of our customers in Xinghua, and the contract has not been signed. You can sell Kant drinks 200,000 yuan a year. If we officially authorize you to be our agent and enjoy the agent supply price, how much sales can you complete? Wang boss: 400,000 yuan should be no problem, just worried about the market's stock. Manager Liang: We have a unified market price and control system, and there will be no price confusion. The key is to look at the tacit understanding between agents in the same region, and not to engage in vicious competition. Boss Wang: I hope to be your exclusive agent in Xinghua, so the market is not easy to mess. Manager Liang: I know that you have a lot of end customers, but our company has high requirements for exclusive agents. For a market like Xinghua, 400,000 yuan is definitely not acceptable; and our exclusive agent must push us. The product. Boss Wang: Then 600,000, I am the general agent of Xinghua. Manager Liang: You sold more than 1.7 million of all your drinks last year. What other factors do you think will affect your sales increase? Boss Wang: Because it is the cash withdrawal from your company, I dare not buy more, afraid to sell the warehouse; but sometimes it is easy to out of stock, and lost some opportunities. Manager Liang: If you don't have to worry about inventory risks, how much sales can you increase? Wang boss: 7 or 80,000 yuan should be OK. Manager Liang: OK, 70% of the inventory generated by your last batch of purchases is borne by our company, but you must bear the shipping cost of the return. Your sales target is calculated at 700,000 yuan. Are there other obstacles? Boss Wang: The seasonality of the beverage is too strong, and the manufacturers often adjust the price. If the price is lowered and the manufacturer does not make up the difference, we will suffer losses. If the manufacturer can make up the difference, we will have no worries. Manager Liang: But you have to increase sales by 50,000 yuan, and I promise 100% to make up the difference. What other ways to increase your sales? Boss Wang: I have limited personal ability, especially in terminal promotion. If you can come over and guide or help me to negotiate and manage the end customers. Manager Liang: Since you are a key market here, we have sent a business manager to be responsible for the Taizhou area this year to help agents develop and manage end customers and do marketing work. But again, you have to increase sales by 50,000 yuan! Boss Wang: What are the preferential conditions, I have to count it, the best supply price can be more favorable. Manager Liang: We have specially developed a “big family reward policy” for potential customers like you. If you can sell 900,000 yuan, you can give you a rebate of 5,000 yuan at the end of the year; you can get a rebate of 10,000 yuan for 1 million yuan. 100,000 yuan, increase the rebate of 2,000 yuan, not capped. In the end, the two parties signed an agency contract with a target of 1 million yuan, and the terms of the contract stipulated that if the boss of Wang could not make a sales amount of 1 million yuan, he would only enjoy 80% of the agency fee. Obviously, the goal of completing the one million yuan, Wang boss is very confident. In addition, although the company promised to bear 70% of the inventory generated by the last batch of purchases, but because Wang boss also has to bear 30%, and still have to bear the freight, so the pressure on Wang boss is not small, will not easily relax inventory management . As long as Kant's business managers make regular customer visits and keep an eye on the customer's inventory and market demand in a timely manner, the possibility of returning is small, even if it happens. In this way, through a series of technical negotiations, the total target amount of the entire Jiangsu regional agent is 23 million yuan. If you add several directly operated stores, as long as there are no big mistakes or abnormalities in the execution, Manager Liang completed The annual target of 20 million yuan seems to be a problem. Case Comment: For the negotiation of customer purchase volume or annual sales target, if our original market plan is not expansionary, the preferential conditions offered are limited; and we have new and more expansionary market plans, and The corresponding resources are matched with it. In such customer development negotiations, the following procedures and principles should be followed to make full use of the resources and conditions that are available to achieve the best benefits: to develop detailed and attractive market plans and to convene dealer meetings and public relations activities. Infecting customers in the “exaggerated” tone of the negotiations, so that they have confidence in the company; understanding the customer's background, sales potential and various key factors that may affect sales; the resources and conditions that can be provided are multi-level and The combination of orientation, such as price, service, risk sharing, personnel assistance, etc., to correspond to the key factors affecting customer sales; let customers first propose the factors that affect sales growth, and then hypothetically in a targeted way. Satisfaction, if the customer's answer is a positive expression that meets his or her expectations, then give it; if the customer can't give a positive answer, stop the temptation in that aspect; in this way, progressively and gradually raise the target amount until the other party's The potential for excavation is basically exhausted.

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