How to do well the sales of analytical instruments.

First, the sales of analytical instruments are different from the sales of other popular products, which require considerable professional product knowledge. Therefore, the premise of selling analytical instruments well is to have a certain professional background. Generally, the recruitment of sales staff in analytical instrument industry requires a bachelor degree or above in science and engineering background, such as chemical engineering or automation, rather than a professional marketing major. Therefore, the first step in the sales of analytical instruments is to have very hard professional knowledge, clearly understand the performance and characteristics of your products, and understand what problems the products can solve.

Second, we should understand the sales skills of conventional products, analyze customers' problem-solving needs, screen out intended customers, select customers who really have the intention to buy, and abandon those who can't buy them themselves. The process of screening customers is nothing more than three questions: whether there is money and budget, whether there is decision-making power, whether there is demand, and whether the products should be sold to those "eager" customers. Find customers who need their products. Many times, customers don't know what they want, and they realize it when they find the problem. The process of discovery can be several seconds or several years, depending on the nature of the problem itself and the customer's own situation. Therefore, we should learn to motivate customers, "draw cakes" for customers, actively help customers find problems and help customers solve these problems. More importantly, let customers believe that they are more capable of solving customer problems than anyone else. Key skills: Make clear what problems you can help customers improve or solve, then make plans and design questioning methods to find out those problems and "carry them forward".

Third, a good sales presentation can definitely stimulate customers' imagination, and the way to stimulate customers' imagination is to tell customers stories. The more vivid and wonderful the story is, the more your customers can't help but think of the picture when using their own products, so that an idea will pop up in their minds. Customers need their own products, and to get a good story that can stimulate their imagination, you can study your most intimate 1-3 customers and make up a wonderful story from the successful cases that happened to customers, so as to inject emotional power into future sales presentations. These stories often really impress customers.

Fourth, constantly sum up experiences and lessons. Combine the above two and try again and again. For example, every time a sale is successful, you should sum up your own experience and experience; Every time you fail in sales, you should sum up the lessons of failure and reflect on what lessons you have not done well in the sales process, whether it is your own reason or the customer's reason, so as to prevent the occurrence of future types of problems. These are just like doing homework. They must be done. If you do this homework well for a long time, you will naturally have your own rich experience.