The front-line sales of some enterprises often feel unmotivated, not because they don't want to do it, but because they have a sense of powerlessness, and they don't know where to go.
The company did not give a direction, and the sales did not know which product to promote in order to bring greater sales, and did not know whether it was better to promote a product or let customers choose.
It's not a salesperson's problem, it's a business's problem, and it's a brand strategy problem.
This problem is: unclear brand positioning, unclear cognitive products, unclear cognitive products, supporting products and peripheral products.
Why do you need to define your brand positioning and recognize your product?
Brand positioning is the unique value that the brand occupies in the minds of consumers, and this value is incomparable to that of competitors.
How do consumers know and get this unique value, it is obtained from cognitive products.
Although huge advertisements can let consumers know, but consumers turn their heads and forget, cognitive products are different, cognitive products let consumers know and experience deeply, as long as they do not disappoint him, they will be transformed into memories and even good feelings and loyalty.
Therefore, a company, a brand, acquires customers through cognitive products.
Apple's phones have won many die-hard fans just by relying on their super silky touch and no ** "rogue" apps.
So, what is a cognitive product?
Cognitive products are products that represent and convey the concept of brand differentiation and can help enterprises continue to grow.
Therefore, it can be said that cognitive products embody brand positioning, and brand positioning is expressed and realized by cognitive products.
If an enterprise wants to operate well, it must first do brand positioning and find cognitive products.
What is the main recommendation, the company should be clear.
It is necessary to choose (inventory) and do it.
There is no innate cognitive product, cognitive products are not only selected through expert analysis and scoring, they are originally potential stocks, and they are made in actual combat.
To do it is to focus on resources and strength to invest in cognitive products, rather than ignoring nothing and choosing whoever runs ahead.
If the company does not clearly recognize the product, if the company's marketing resources are scattered and do not focus on promoting the cognitive product, how can the cognitive product stand out?!
This is a mutual causal relationship, and the problem cannot be seen in isolation.
Marketing success in particular requires a sharp knife rather than an average push of force. Only when you refine your own products into a sharp knife and concentrate the greater pressure on the smallest area, can you have the opportunity to break through the market and break through the cognition.
Because the penetration rate of 1% in 10 markets is not as good as the penetration rate of 10% in one market; Because 10% of consumers in 1 market will detonate the remaining 90%.
Cost is both an enterprise phenomenon and a social phenomenon, which conforms to the law of normal distribution: 90% of the results are generated by 10% of the transactions, and 90% of the transactions only bring 10% of the results, but 90% of the costs are generated.To compete effectively in the market, you don't need 100 products with 50 points, you need 1 product with 150 points.Drucker, Managing for Results
Cognitive products are both means and outcomes themselves.
In addition to the most important representative brand of cognitive products, which helps brands establish cognition in the minds of consumers, cognitive products are also the results themselves.
It is an exaggeration to say that other products can be dispensed without, as long as there are cognitive products, the company will make money, and it will be able to develop benignly and sustainably.
On the contrary, enterprises will continue to survive and keep "fighting" on the line of life and death.
Many Chinese companies have a lot of products and product lines, but they have not translated into business results.
For example, in the early days, the Yake Candy Company had more than 800 single products, but it did not form a strong strategic single product, which is like a team without stars, a restaurant without signature dishes, and no combat effectiveness.
The emergence of Yake V9 has changed this situation and become the first brand of vitamin candy.
Relying on the high-quality dogwood produced in the ecological origin of Xixia, Zhongjing Wanxi Pharmaceutical has determined that Liuwei Dihuang Pill (dogwood and yam are important ingredients in it) is a strategic single product.
With the value proposition of "good medicinal materials, good medicine", Zhongjing Liuwei Dihuang Pill has become the first representative of the category, and since then Wanxi Pharmaceutical has become one of the first-class Chinese medicine enterprises in China.
Driven by strategic products, the Zhongjing series of pills have also become famous.
Sixi is fortunate to assist Zhongjing Wanxi Pharmaceutical in planning and upgrading the packaging of cognitive products, supporting products and peripheral products, so that the cognition is clear, the priority is different, and the positioning of Zhongjing Wanxi Pharmaceutical is faithfully and perfectly expressed.
In short, without cognitive products, there is no brand positioning, and there is also virtuality, and there is no status in the rivers and lakes.
Without cognitive products, the enterprise has no cohesion and focus, the enterprise will not be able to make a hole, and the first-line sales will be weak.
There is no cognitive product, sales are busy, and the hard work of year after year has not been translated into business results, and there is neither profit nor market position.
Without cognitive products, enterprises will not develop sustainably and efficiently, and there will be no future!
That's all for today's sharing, I hope it will inspire you.
Tactical inventory 5000 hours, in order to accumulate cases, 5000 times of limited-time discounts, the price is not high, in essence, I sell my time, time is limited, too busy to definitely increase the price, it is recommended that enterprises buy 10 times at a time reserve.
Reservations are welcome.
It is serving brands such as Zhang Baoshan Yam Powder, Wugu Mill, Kaleyou Ultralight Clay, Ma Yuan Category Management, Silk Qingfu Oil Control Shampoo and so on.
Sixi not only made a "cognitive product inventory" for Party A, but also helped the design company to do its own cognitive product inventory.
Sixi knows the pain points of design companies and has helped a design company in Foshan and Harbin to find their own cognitive products.
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