解决 | 客户为什么一定要买我们产品？
01 ~关注微信公众号“外贸精英社”免费领取更多外贸干货~做好外贸，或者说做好销售要解决三个问题：
If you want to do well in the foreign trade or to be a good salesman, then you should solve three problems:
什么人会买？
Who will buy your products?
为什么会买？
Why?
为什么一定要找你买？
Why must they buy them from you?
看似简单的三个问题，其中不乏很多行业道理。在网络宣传不是很发达的以前，所有的外贸人员都有较强的意识，尤其是前两者。因为那个时候大家需要主动出击找客户，必须知道自己的市场在哪，哪些人会买，而且是天天都在研究，时时刻刻都在惦记。
The three seemingly simple questions are full of truth in the industry. Before the network propaganda was developed well, all foreign trade personnel had a strong awareness, especially the first two. Because at that time everyone needs to take the initiative to find customers, they must know where their market is, who will buy it. They are studying and thinking about it every day.
后来，网络发达了，交个钱做个宣传就开始有询盘，于是大部分外贸人开始等，等询盘！
Later, the network was developed. We can make propaganda with money, and then we will have enquiries, so most foreign traders began waiting for the inquiry!
02
这种变化所带来的业务模式变化是显而易见的：
The changes in business models brought about by this change are obvious:
原来的业务模式是盯客户，找到客户信息，客户当下可能并没有立即的需求，但是为了可以跟客户说上话，引起他们的注意，还是要分析客户是什么身份，什么角色，才能见人说人话，见鬼说鬼话；要分析客户为什么会买，才能真正的抓住客户的需求；
The original business model is to focus on customers and find customer information. Customers may not have immediate needs at the moment, but in order to be able to talk to customers and attract their attention, it is necessary to analyze what identity and role the customer is. And we have to analyze why customers buy them, in order to truly grasp the needs of customers;
现在的业务模式是盯询盘，大部分的外贸业务员把精力放在了询盘本身，但是询盘本身提供的信息并不足够我们抓住客户的兴趣点和眼球，所以才会出现了那么多的流失；
The current business model is focusing the inquiry. Most of the foreign trade clerk puts their energy into the inquiry itself. However, the information provided by the inquiry itself is not enough for us to grasp the customer's interest, so many loss appear;
我一直在提倡询盘回复前的背景调查，实际上就是解决销售里面三个基本问题的前两个：什么人在买？为什么买？
I have been advocating the background check before the inquiry reply. In fact, I am solving the first two of the three basic problems in sales: Who will buy our products and Why?
03
我还在提倡同行思维，具体是指，这件事，我要怎么做，同行会不会也这样做，那么我能不能做的跟他不一样呢？
I am still advocating peer thinking. Specifically, what should I do and how can I do it? Whether my peers will do the same, then can I do something different from them?
这个思维是解决第三个问题，客户为什么一定找我们买！
This thinking model is to solve the third problem, why customers must find us to buy something!
要知道，现在是供应商过剩的买方市场时代，客户面临的选择和诱惑太多了，如果我们没有一点点与众不同，可能客户都懒得搭理我们，更不用说深入沟通和订单了。
We must know that the present is the era of excessive suppliers' buyer market. Customers are faced with too many choices and temptations. If we don't have a little difference, we would be neglected, let alone in-depth communication and orders.
但是很多人并没有这个思维：
But many people don't think about it at all:
我觉得不需要展会上拉客户，客户是有目的的逛展会的，如果他需要，会找我们的，不需要拉了也没有用！
I don't think there is a need to pull customers at the exhibition. The customers are purposely visiting the exhibition. If he needs something, he will find us. It’s no need to ask them to pay a visit to us!
我认为不需要跟踪客户，客户是有供应商的，如果他需要，会找我们的；
I don't think there are needs to track customers, for customers have suppliers. And if they need, they will find us;
我认为不需要拜访客户，客户是有合作伙伴的，如果他需要，会联系我们的；
I don't think there is a need to visit the customer, for the customer has a partner. If he needs it, he will contact us;
我一直以为这种言论是少数人持有，结果前几天突然发现，原来很多人都是这个想法！
I always thought that this kind of remark was held by a few people. As a result, I suddenly found out that a lot of people were thinking it in this way!
我就问一句，在展会上，不主动去聊，去拉客户，你怎么知道对方是否有需求呢？就算是对方有需求，有那么多供应商展位在，他一定会找你吗？
I want to ask, at the exhibition, if you do not take the initiative to talk with and to pull customers, how can you know if they have demand? Even if there is demand from the other side, there are so many suppliers in the booth, and will he be looking for you?
无非是为自己的不作为找理由罢了！
It is nothing more than a reason for your own inaction!
04
所以，外贸做的好的人，往往是在“为什么一定要买我们的产品”这个问题上花费了很大心思的人。
Therefore, people who can do well in foreign trade often spend a lot of thought on the question of "why customers must buy our products."
这真的是很高级的技巧吗？不是，这是销售的天职，也就是每一个合格的销售必须解决的问题。
Is this really a very advanced skill? No, this is the vocation of salesmen, which is the problem that every qualified salesman must solve.
很多人会说，我的产品没优势，没亮点，我怎么解决这个问题呢？
Many people will say that my product has no advantages or no highlights, and how can I solve this problem?
如果有优势，有亮点才能卖得掉，可能绝大部分的中小企业都倒闭了吧。始终在说一句话，产品不会说话，销售才是产品的嘴巴。就算是在同一个公司里面，面对着同样的产品，同样的条件，业绩还会有很大的差距，这又是为什么呢？
If counting on the advantages and highlights to sell, most of the SMEs may have closed down. Product cannot speak but salesmen are the mouths of the product. Even facing the same product and the same conditions in the same company, there will be a big difference in performance. Why?
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