“This product of yours looks similar to a product of XX Ceramics. What’s so good about your product?” “How does your product compare with that of XX Ceramics?”…
I believe that shopping guides often encounter problems like this when consumers compare competing products. So how should they deal with it skillfully?
First of all, we need to explain a question: What is a competing product?
Competing products include three categories: competitive categories, competitive brands, and competitive products. The main competitive category of ceramic tiles is stone I believe that many shopping guides will often be asked by consumers which one is better, ceramic tiles or stone? Competing brands are easy to understand. For example, brand A mainly sells marble tiles, and brand B also sells marble tiles. Then consumers are choosing When it comes to marble tiles, comparisons are made between A and B. A and B are competing brands. Competing products are better understood. Consumers choose at the same consumption level, similar price, quality, brand influence, etc. When there are similar products from different brands, the two products are competing products. Therefore, shopping guides must not only understand the competitive categories, but also be familiar with competing brands and products.
Maslow's Hierarchy of Needs Theory is a method of studying human needs structure pioneered by American psychologist Abraham Harold Maslow in his monograph "The Theory of Human Motivation" (published in 1943). The theory has now been applied in various fields.
In summary, human needs can be roughly divided into functional needs and emotional needs. In Maslow's hierarchy of needs theory, human needs are divided into five levels - physiological needs, safety needs, belonging and love needs, esteem needs and self-actualization needs.
These five needs can be said to be one of the underlying logics behind the popularity of best-selling products. Each level of demand explains the real reason why a certain type of product is popular.
Physiological needsThat is, basic survival needs in terms of food, clothing, housing, and transportation. For example, ceramic tiles can meet the needs of human habitation. Safety needs refers to the needs of human beings in order to ensure their own safety and get rid of various dangers and threats. For example, whether the ceramic tiles are anti-slip and whether they can Do you want to avoid the risk of slipping and falling at home? The need for belonging and love can also be understood as social needs. For example, the color and texture of ceramic tiles are very beautiful and highlight the owner's taste. The need for respect is a person’s self-positioning in society and the affirmation and recognition of one’s abilities by others. For example, ceramic tiles are very durable and you will never tire of them. They have stood the test of time and won the recognition of consumers.
Consumers’ shopping criteria mainly depend on whether the product can meet these needs. From this, we can infer that the criteria for consumers to choose ceramic tiles are easy to use, durable, safe, good-looking, and durable. So when we compete with competitors You should also start from these points when comparing products.
Today, the author will take marble tiles as an example to highlight the advantages of marble tiles compared with competing products from five aspects: ease of use, durability, safety, good looks, and durability.
1
Competitive categories
The main competitive category of marble tiles is natural stone. We all know that marble tiles are replicas of natural stone. So what are the advantages of marble tiles compared to stone?
▎Easy to use: Marble tiles are fired at high temperatures, making them hard and easy to process, not easy to stain and easy to care for. , very useful. Natural stone is a sedimentary rock with loose bones, fragile and difficult to process, high cost and difficult to use. Compared with marble tiles, natural stone is more difficult to care for. It is loose and prone to stains and requires regular waxing.
▎Durable:Due to being fired at high temperatures, marble tiles have hard bones, wear resistance, bending resistance, and acid resistance. Very alkaline and very durable. The stone is a sedimentary rock with loose bones, easy to crack, not wear-resistant, and veryAfter a period of time in the home of owners with many stone paving, there will always be one or two pieces of stone on the ground that are cracked. Compared with marble tiles, stone is not acid-resistant. Its composition is calcium carbonate, which is easy to react with acid, has limited use, and is not durable. Marble tiles do not have these worries. They can be laid at home for ten years and can be laid throughout the house.
▎Safety: Marble tiles are modern industrial production, controllable, have no radiation on the human body, and have no safety hazards. Stone is formed over hundreds of millions of years and is uncontrollable. It may contain radiation, endangering the health of your family and is unsafe.
▎Good-looking: After decades of development, many core technologies in the building ceramics industry are very mature, and the colors of marble tiles produced are The rich and natural texture has excellent decorative effect, restoring the natural and luxurious decorative effect of natural marble. Especially beautiful. Natural stone is uncontrollable and has flaws, which affects the overall effect and makes it unsightly.
▎Appearance:Marble tiles are rich in connotation. The products are layered, heavy and very attractive. The texture of stone is naturally formed and uncontrollable. It is stunning at first glance, but easily fatigued and unsightly after long viewing. Such as the difference between natural stone Panda White and marble tile Panda White products.
For competing products, we must first work hard to establish the standards for customers to buy ceramic tiles - firstly, whether it is easy to use, secondly, whether it is durable, thirdly, whether it is safe, fourthly, whether it looks good, and fifthly, whether it is durable. Through the above points, we will guide Customers convince themselves.
Remember, customers can only be convinced by themselves, and shopping guides only need to guide them in five steps: One "turn"< /span>: Go to appropriate and inappropriate; Second "Ask": Ask questions corresponding to the shortcomings of competing products; Three "breaks": The conclusion is that competing products are not suitable for customers; Four "builds"”: Establish customer purchasing criteria; Five "Establishments": Our most suitable customer argument. The specific words are as follows:
Customer: What do you think of marble?
(One "turn")
Shopping guide: Some say it’s good, some say it’s not. The key depends on whether it’s suitable for you or not.
(two "questions")
Shopping guide: Is it home decoration or engineering decoration?
Customer: Home Decoration
Shopping guide: If there are some unavoidable flaws, can you tolerate it?
Customer: No
Shopping guide: Do you want to consider price?
Customer: Yes
Sales: Would you mind if regular professional maintenance is needed?
Customer: Yes
(Three "breaks")
Shopping guide: If that’s the case, it’s not appropriate. Do you know why?
Customer: Don’t know
Shopping guide: First, marble is natural, may contain radiation, and poses safety risks, so it is not suitable for home decoration. Second, natural marble has many inevitable flaws, and you said you cannot tolerate such flaws. Third, natural marble needs to be regularly maintained by a professional company, which is very troublesome. You said that you also mind it, so marble is not suitable for you.
Customer: So what should I choose?
(Four "Buildings")
Shopping guide: (Continue to ask a few questions) Based on your situation, I suggest you choose the appropriate decorative materials from the following five aspects. I have been doing building materials for many years and I know a lot about stone and ceramics. It may be helpful to you. .
First, you want to see if it is easy to use; second, you want to see if it is durable; third, you want to see if it is safe; fourth, you want to see if it looks good; fifth, you want to see if it is durable.
Customer: So what material is suitable for me?
(Five "Li")
Shopping guide: Depending on your situation, you can focus on marble tiles.
Customer: What are the advantages of marble tiles?
Shopping guide: First, marble tiles are fired at high temperatures. They are hard and easy to process. They are not easy to stain and are easy to use. They are very easy to use. Second, marble tiles are fired at high temperatures, so they are hard and have very good wear resistance, bending resistance, acid and alkali resistance, and are very durable. Third, marble tiles are modern technological products and are completely controllable, so they have no radiation on the human body and are particularly safe. Fourth, marble tiles are designed to restore the color, texture and texture of natural marble. The decorative effect is luxurious, so they are particularly beautiful. Fifth, marble tiles have a thick texture and distinct layers, completely restoring the effect of natural marble. The more you look at it, the more attractive it becomes. It can be said that marble tiles are a relatively perfect category among current mid-to-high-end decorative materials. They are beautiful, easy to use, durable, connotative, and safe.
2
Competing brands
Consumers value three benefits when choosing a brand: First, functional benefits, which satisfy consumers’ functional needs for the brand, that is, whether the brand is professional. The second is emotional benefits, the emotional satisfaction gained from purchasing and using the brand, that is, whether the brand can bring warmth and care to consumers. The third is self-expression interests, which require the brand to reflect personal values, wealth, status and aesthetic taste, that is, whether the brand is authentic, hot-selling, individual and high-end. It can be inferred from this that there are five criteria for mid-to-high-end consumers to choose marble tile brands: whether they are professional; whether they are high-end; whether they are authentic; whether they are personalized; whether they are popular.
For these five standards, we can also adopt five steps of guidance: the first "turn": go to the appropriate and inappropriate; the second "ask": ask questions corresponding to the shortcomings of competing products; the third "break": the conclusion is Competing products are not suitable for customers; the fourth "construction": establishing the criteria for customers to purchase; the fifth "establishment": our arguments for being the most suitable for customers. The specific words are as follows:
Customer: XX ceramic tiles also have the same products as yours. They are a big brand and the price is quite cheap.
(One "turn")
Shopping guide: Yes, each brand has its own characteristics. The key is to look at the suitability.vs. not for you.
(two "questions")
Shopping guide: Did you spend so much money to buy an authentic one?
Customer: Yes.
Shopping guide: What brand do you prefer when buying air conditioners?
Customer: Gree.
Shopping guide: Why?
Customer: Because Gree specializes in air conditioners.
Shopping guide: A mature brand has its own personality, don’t you think?
Customer: Yes.
Shopping guide: What characteristics of ceramic tiles are you most concerned about? Is it cultural connotation or decorative effect?
Customer: Decorative effect.
Shopping guide: Does it mean that the greater the sales volume of a brand, the more high-end users have used it, the more reassured you will be.
Customer: Yes.
(Three "breaks")
Shopping guide: Based on what I know about you, I feel that so-and-so is not suitable for you.
Customer: Why?
Shopping guide: First, among the marble tiles you mentioned, ×× tiles were not the first to make them. They only started making them in 2010. Second, ×× Ceramics has all kinds of products, but it only uses very little energy to make marble tiles, so marble tiles are not professional. Third, the brand personality of ××tiles is culture, not effect, and you are most concerned about effect. Fourth, the most popular tiles sold in XX are not marble tiles, but antique tiles, so they are not suitable for you. Fifth, ×× tiles are just a popular brand among marble tiles, not a high-end brand.
Customer: So what should I choose?
(Four "Buildings")
Shopping guide: Based on your situation, I suggest you choose a brand from the following five aspects. First, see if it is original and authentic; second, see if it is professional enough; third, see if the brand has personality and whether the brand personality matches what you want; fourth, see how the sales are? Fifth, check whether it is high-end and what the level of people who use it are.
Customer: So which brand should I choose?
(五"立”)
Shopping guide: Based on your situation, I solemnly recommend our ×× marble tiles to you. Why? First, our brand makes marble tiles. If you look at our store, we only have marble tiles, so it is very professional. Secondly, marble tiles are a new category created by our brand in 2011. They are original and the most authentic. Thirdly, our brand has the best sales volume in the field of marble tiles. Fourth, the brand personality of our brand is realistic and consistent with the effect you want. Fifth, our brand is the most representative brand among marble tiles, a high-end brand of marble tiles, and the customers we use are all social elites. For these five reasons, I recommend you take a look at our brand of marble tile products.
3
Competitive Products
Mid-to-high-end customers mainly choose marble tiles for their realistic decorative effects. Combined with the Maslow's hierarchy of needs theory mentioned earlier, it can be inferred that the criteria for consumers to choose marble tiles are: brick material; Single piece effect; large area effect; overall space effect.
For these five standards, you can also adopt the five-step guide: One "turn": Go to the appropriate and inappropriate ;Second "Ask": Ask questions corresponding to the shortcomings of competing products;Three "breaks": The conclusion is that competing products are not suitable for customers; Four "builds": Establish customer purchasing criteria; Five "Establishments": Our most suitable arguments for customers. The specific words are as follows;
Customer: I think the products of ×× Ceramics are similar to yours.
(a "turn")
Shopping guide: You are right. At first glance, they look similar, but in fact they are much different.
(two "questions")
Shopping guide: Can I ask you a few questions? How old is this house?
Customer: 20 years.
Shopping guide: Does that mean it’s required to be durable?
Customer: Yes.
Shopping Guide: In addition to durability, what other factors do you consider?
Customer: It also depends on the effect.
(Three "breaks")
Shopping guide: Based on your situation, I think the marble tiles of ××tiles are not suitable for you? Do you know why?
(Four "Buildings")
Shopping guide: Based on your situation, I suggest you look at the following aspects when looking at specific products: first, look at the water absorption rate; second, look at the effect of a single tile; third, look at the effect of large-area paving; fourth, look at Overall paving effect.
(Five "Li")
Please sit down and let me introduce to you in detail the advantages of our brand of marble tiles...
Although there are formulas for competing product rhetoric that can be applied, the premise is that the shopping guide must fully research, analyze and grasp relevant knowledge about competitive brands and competitive products in the industry. As the saying goes, "Know yourself and the enemy and you will never be in danger."
Author: The old boy selling tiles
