STEP #6 DEMONSTRATING THE PRODUCT: 製品のデモを成功させるには
A good demonstration is very important, as confidence is built in the product. Just like buying shoes, a customer is more confident in the shoes if he tries them on and walks around. A demonstration is the same as a product presentation, but features, which cannot be shown when the product is not in use, is presented.
デモには十分な準備を。
一般的な製品では、顧客の課題を解決できること、他社に優っていることを証明する必要があります。そのため他社よりの後にデモを行い、他社情報を入手した上で行うことが肝要です。
また、購入の可能性の少ない顧客にはデモは行わないことも検討すべきです。デモのコストもバカになりません。断るのも営業の力です
以下はトラックのデモのケース。
To make an effective demonstration ride for vehicles to be sold in a dealership these rules should apply:
1. The vehicle should be clean inside and out.
2. The salesman should always drive firsｔ.
3. The salesman should only drive on a planned route decided by management.
4. The route should go through a number of driving conditions and situations, which shows various vehicle features. (For example, acceleration, off-road driving, grade ability, maneuverability, braking, cornering, interior quietness in a noisy area, etc.).
5. There should be a turnaround point where the customer drives back to the dealership.
6. All potential drivers should drive the vehicle if possible.
7. The demonstration ride should be active and not passive.
8. Going in crowded areas, dangerous areas, or by competing dealerships should be avoided.
9. The demonstration ride should be about 8 ~ 10 minutes long.
10. The salesman should ask a trial close question before returning to the dealership.
11. The salesman should ask the customer to park the vehicle next to his current vehicle to compare the two vehicles. That difference is what you are selling.
Using all the senses will help insure that the product is not easily forgotten.
After I left Isuzu Motors and started working for Unika Company Limited, a Japanese hardware accessories manufacturer, I took that same detailed concept and applied it to cutting tools for the construction industry. My customer in the United States set up a demonstration program for exhibitions throughout the country. Also, with the marketing manager of that company, I developed 3-4 minute videos demonstrating the products. After that and building up customer testimonials which I will talk about later in this chapter, sales tripled and I sold the total production capacity of the company!!
A good demonstration is very important, as confidence is built in the product. Just like buying shoes, a customer is more confident in the shoes if he tries them on and walks around. A demonstration is the same as a product presentation, but features, which cannot be shown when the product is not in use, is presented.
デモには十分な準備を。
一般的な製品では、顧客の課題を解決できること、他社に優っていることを証明する必要があります。そのため他社よりの後にデモを行い、他社情報を入手した上で行うことが肝要です。
また、購入の可能性の少ない顧客にはデモは行わないことも検討すべきです。デモのコストもバカになりません。断るのも営業の力です
以下はトラックのデモのケース。
To make an effective demonstration ride for vehicles to be sold in a dealership these rules should apply:
1. The vehicle should be clean inside and out.
2. The salesman should always drive firsｔ.
3. The salesman should only drive on a planned route decided by management.
4. The route should go through a number of driving conditions and situations, which shows various vehicle features. (For example, acceleration, off-road driving, grade ability, maneuverability, braking, cornering, interior quietness in a noisy area, etc.).
5. There should be a turnaround point where the customer drives back to the dealership.
6. All potential drivers should drive the vehicle if possible.
7. The demonstration ride should be active and not passive.
8. Going in crowded areas, dangerous areas, or by competing dealerships should be avoided.
9. The demonstration ride should be about 8 ~ 10 minutes long.
10. The salesman should ask a trial close question before returning to the dealership.
11. The salesman should ask the customer to park the vehicle next to his current vehicle to compare the two vehicles. That difference is what you are selling.
Using all the senses will help insure that the product is not easily forgotten.
After I left Isuzu Motors and started working for Unika Company Limited, a Japanese hardware accessories manufacturer, I took that same detailed concept and applied it to cutting tools for the construction industry. My customer in the United States set up a demonstration program for exhibitions throughout the country. Also, with the marketing manager of that company, I developed 3-4 minute videos demonstrating the products. After that and building up customer testimonials which I will talk about later in this chapter, sales tripled and I sold the total production capacity of the company!!
