Marketing: the role of technical services in the sales of coatings

Core tip: in recent years, China's paint market in foreign, joint venture, state-owned, private paint enterprises launched a fierce market competition and price war The production and sales volume, economic benefits and profits of most paint factory products have declined to varying degrees, and the sales market has shrunk to a certain extent While most of the enterprises are struggling, our sales profits soared, and the market share of our products (especially in East China) rose sharply Why are there such unexpected results? The reason is that those famous brands such as foreign capital, joint venture and state-owned enterprises, such as nippon, Junzilan and China Resources, only pay attention to their own Which is the price of Dajin diatom mud Recommended brief introduction: which is the price of Dajin diatom mud? How to buy genuine diatom mud? Guangdong diatom mud agent suggests placing a basin of cold water in the air conditioning room, so that the diatom mud wall can breathe effectively The feature of the breathing wall is obvious When the indoor air is dry, the diatom mud wall will release the absorbed water quickly Put it out to help regulate the indoor dry humidity It is suggested to place a basin of cold water in the air conditioning room, so that the wall of diatom mud can breathe effectively The feature of the wall that can breathe is obvious When the indoor air is relatively dry, the wall of diatom mud will absorb the water Paint Home News: in recent years, China's paint market in foreign, joint venture, state-owned, private paint enterprises launched a fierce market competition and price war The production and sales volume, economic benefits and profits of most paint factory products have declined to varying degrees, and the sales market has shrunk to a certain extent While most of the enterprises are struggling, our sales profits soared, and the market share of our products (especially in East China) rose sharply Why is there such an unexpected result? The reason is that those foreign-funded, joint-venture, state-owned enterprises such as nippon, Junzilan, China Resources and other well-known brands only pay attention to their own brand image When the popularity rises, they forget themselves and don't care about the real needs of customers and the follow-up service of products Our unique marketing and service mode effectively connects and expands the market of woodwork, furniture and high-end villa construction in China Especially in the high-end wood paint such as PU paint, PE paint, NC paint comrades have certain advantages, while in the export products PU and NC antique and transparent color series, due to our unique technical support and perfect after-sales service, we have won a lot of praise and praise This has also driven our sales growth UV paint, and water-based paint in the promotion of green environmental protection, low-carbon life today, but also has a huge market The reason is that they all rely on their own unique sales and service concept to really impress consumers, truly understand and meet customer needs, and greatly stimulate customers' desire to buy So that enterprises and customers form a strong technical support service relationship, firmly occupy this part of the market, and then make new products quickly and smoothly enter the market In our sales team, there are not only a group of high-quality technical service personnel with strong market research, analysis and marketing planning ability, but also with high professional and technical level Because coating industry is a technology intensive industry, although coating as a commodity in the market circulation As we all know, paint is only a semi-finished product Only through the coating process and complex chemical and physical reactions, can paint become a final product, play its role, have use value, and finally show the real performance characteristics of paint products The so-called "three paint, seven construction" Any technical error in the coating process will lead to defects in the product coating That is to say, the lack of technical services will directly affect the final quality of coating products For coating, coating construction is the key process to get high quality coating and give full play to its role If the high-quality coating is constructed improperly or operated incorrectly, it can't get the excellent coating and achieve the desired decorative and protective effect In this way, customers will transfer the non product quality factors to the internal quality of products, which will not only affect the reputation of the company, but also make users lose confidence in the products Therefore, technical service plays an important role in the sales of coatings Only by strengthening the study of professional technical knowledge, improving the technical service of coating industry and the analysis level of customer demand trend, can the technical server push the products of the enterprise into the market quickly and effectively, and further expand the market, so as to lay a solid foundation for the sustainable development of the enterprise Because the paint market is the only place for businesses to compete, without which enterprises can not survive China's paint market is a big cake China has a population of 1.3 billion With the implementation of the western development strategy and the pursuit of beauty, the demand for coatings will increase year by year How to quickly and effectively tap the huge market sales potential is a very concerned issue for every coating manufacturer From the perspective of pre-sale and after-sale, this paper analyzes and discusses the important role of technical service in paint sales 1 Pre sales technical services play a role in market exploration in paint sales A good technical waiter should first be half an expert in coating products Knowing technology and being familiar with products is the key to promoting professional products In this era, many salesmen mistakenly think that as long as they have a smooth tongue, read more books on marketing skills, and some grey operations, they can open the door of the market, even though there is no strong professional technical knowledge support for sales, It is very difficult to find the potential quality problems of similar products of other manufacturers in the market If we can't find and solve the problems, we can't make users firmly decide to replace the products It is very difficult for users to try their own products, and the opportunity to explore the market will be lost For example, the PU series high-grade furniture paint developed by our company has a strong competitive advantage compared with similar products at home and abroad in performance, index and sales price However, the sales performance is far from the expectation In fact, the reason is that the product can not be tried and recognized by customers, and the final product advantages are not reflected in comparison, which leads to the product sales blocked The function of pre-sales technical service is to find ways to impress customers and stimulate customers' desire to buy, so that they can have the opportunity to compare their products with other brand products, so that customers can fully understand their products As the saying goes, "if you are not afraid of not knowing the goods, you are afraid of comparing them." after all, facts speak louder than words If the professional and technical level of the salesperson is not high, it is difficult to find out the defects of the coating film of the same kind of products, such as sand grains, uneven light and color, wrinkles, bubbles, cracks, peeling, sagging, spots, pinholes or shrinkage holes Only when you have the ability to find such problems, point out the causes of these problems and the corresponding solutions, and get close to the customers from a professional point of view, you can recommend your products to the customers, let the customers realize that your products can eliminate this kind of coating disease, and successfully stimulate the users' desire for trial, so that your products can be tried, and the chances of success will increase It can be seen from this that the technical service before sale has the function of finding out problems in the paint sales and tapping the market 2 After sales technical service plays a role in ensuring product quality and sales market in coating sales The decorative and protective functions of coating on the surface of the coated object are reflected by the film formed on the surface of the object The quality of the coating directly affects the decorative effect and use value of the coated objects, while the quality of the coating depends on the coating and coating quality On the premise that the internal quality of the coating is guaranteed, the coating quality will be the main factor affecting the coating quality When the product is sold to the user, the technical service personnel shall be accompanied by the sales personnel and face to face with the user The technical service personnel shall make a detailed explanation of the product construction process and parameters, and make on-site construction demonstration At the same time, they shall handle the abnormal phenomena in the construction or demonstrate the operation of the preventive measures In particular, we should pay attention to the training of user construction team, so that our products can be constructed according to the correct coating and main assembly process, so as to avoid unnecessary errors For example, the pre-treatment process for the construction of the wood white base material is different because of the many materials used for the wood products, such as solid wood board, plywood, fiberboard, particleboard, etc For the common solid wood ash white body, it is necessary to let the construction workers know that it has clear wood grain, rich wood muscle, deep wood grain conduit and other characteristics, and the quality of its surface treatment will ultimately affect the coating effect of the whole workpiece It is very important to polish the surface of the blank It is necessary to select a high number of sandpaper (more than 240 ා), otherwise deep sand marks will be left on the surface of the wood muscle In addition, the surface of the blank shall be polished along the direction of the wood grain If it is polished vertically with the direction of the wood grain, the natural grain of the wood grain will be damaged easily The defects of the blank itself, such as wood knots, should be repaired with matching transparent putty, so as not to affect the natural appearance of the blank For the blank with large color difference, it is suggested to use a color modifier (color essence) to repair the base material, so that the color of the blank tends to be the same For these minor problems in substrate treatment, if the construction workers do not have the experience and skills in this field, it is likely to cause irreparable consequences For the pathological phenomenon of coating film, such as undercut, it is caused by the mismatch of the upper and lower coatings or the insufficient interval between layers Moreover, the pinhole is caused by the unclean surface of the blank, water in the compressed air, too little diluent, too thick coating, insufficient interval between layers, too high construction environment temperature, too high air compressor pressure, too far distance between the spray gun mouth and the blank, etc In a word, the common film defects in construction, such as sagging, orange peel, wrinkles, bubbles, back sticking and so on, are caused by incorrect coating process In particular, it is required to strictly control the process parameters and implement the operation procedures of the products If the operation is improper or there is a mistake, it is easy to produce serious quality problems, which will affect the service life of the coating Sales staff can gradually weaken the impression of consumers on the products used by the enterprise through powerful promotion means Maybe the "brand positioning" of new products has been successful The paint brand produced by a foreign enterprise has become a synonym for high-grade products in the eyes of consumers, that is to say, it has been successful in "brand positioning" However, when the enterprise is successful, it will move its products and services down vertically, which makes consumers have doubts about its high-quality and noble brand In addition, the adverse effect driven by the interests of agents makes the brand effect of the enterprise seriously affected under the effect of low service timeliness Only through "technology marketing" to expand the market share of our company's coating enterprises, to explore the "new peak" of the development of coating enterprises The second phase of paint start-up nation: how to make the same kind of information in the 2013 network 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