The buyer's evaluation is based on the communication. Professional buyers have their own evaluation model when searching for suppliers. In general, in addition to fixed enterprise scale, production equipment and other hardware facilities, the company’s management level, The management concept, quality control, and social responsibility are reflected in the communication to the buyers. It can be said that the buyer's evaluation is based on the communication with the supplier. As we all know, the quality of the first impression plays an important role in the business. Communication is almost the only way to form a first impression. The content provided by the export company is effective, professional and detailed, and it highlights the unique selling point of the company. Competitor differences, whether to understand the industry, timely understanding of the buyer's meaning, etc. will all form a buyer's first impression, thus affecting the buyer's assessment.
A survey of buyers revealed that 45% of overseas professional buyers surveyed believe that the quality management procedures in mainland China are gradually improving. About 50% of the buyers surveyed believe that the prices of products manufactured in mainland China are higher than those of similar products in Hong Kong and Taiwan. To be 11 - 50% lower. However, despite this, overseas buyers still indicated that they will consider other factors when purchasing, and communication ability is one of them. Mr. Bernie Holmbraker has nearly 20 years of experience in the field of trade and foreign trade communication between Asian suppliers and overseas buyers, including academic research, thesis writing, lecture professors, and providing consulting services. He has managed a sales team of 80 sales and marketing staff and conducted hundreds of field visits to Chinese supplier factories. Excluding certain conditions, Mr. Holmbraker has no shortage of commonalities in the communication skills of suppliers. He hopes that the suppliers he communicates with can: understand the industry, understand products, be familiar with international trade processes, speak and write freely in English, and have decision-making power. . This can promote effective and rapid communication, and in the era of efficient modern economy, improving efficiency is particularly important for the survival and profitability of both buyers and sellers.
The role of good communication in the relationship with buyers is obvious, but it cannot be ignored that the content of communication is the strength of the company. Export companies should seek truth from facts in their communication and be honest. At present, a clear trend is that international buyers are increasingly concerned about social responsibility and corporate image, and in order to maintain the company's brand, they will extend the company's philosophy to suppliers, and require their own suppliers to maintain the same values, such as society. Responsibility, corporate philosophy, etc. This kind of value concept needs to be reflected in at least the same project, and the supplier must implement it completely. Some buyers found by accident that their suppliers passed ISO certification, but in actual operation they completely ignored the necessary steps of ISO, and the quality certification system was useless. Of course, this supplier lost its subsequent orders. Unfortunately, this is not a case. After the buyer puts forward the basic requirements of social responsibility, employee treatment, environmental protection awareness and other issues, he puts forward high management requirements for exporting companies. Companies are required to ensure employee treatment and corporate social responsibility on the basis of ensuring cost performance. In order to ensure that there is no "accident," buyers have to conduct multiple surprise checks. From another point of view, the high demands of buyers are beneficial to the long-term development of export companies and promote the continuous innovation and progress of enterprises.
Professional and effective buyer communication helps export companies find long-term partners. Some communication can help export companies understand the surface requirements of buyers—purchasing rules and other potential requirements, such as the search for partners. The purpose of the buyer is to find hot products on the market and purchase these products at a reasonable price. In general, buyers want to purchase products that will provide the company with the greatest return on investment. Therefore, the supplier's products are required to outperform their competitors in terms of design, price, or cost performance, and the buyers themselves can thus gain competitiveness. The procurement process is time-consuming and costly, and costly. Big buyers are busy searching for every possible candidate product and candidate supplier in order to purchase the ideal product footprint all over the world. The main purpose of professional buyers in the procurement process is not only to find good products, but also to find suitable partners. By reducing the running-in period with suppliers, procurement efficiency can be increased, because for each new supplier, buyers must pay the price for search and evaluation, which is often higher than training suppliers and nurturing partners.
Many export-oriented enterprises with development awareness use the opportunity of OEMs to rationally improve their management level and vigorously develop their own technical strength and R&D level, thus achieving continuous improvement in the business process. In the case of retaining old customers, it has gradually strengthened its strength to attract new customers. The honest and reliable image given to buyers also brings new customers. Many export companies have profound experience. Customers introduced by existing customers often reach orders as quickly as possible, because the basis of communication is already at the customer. With the help of the establishment of it.
In addition to OEM buyers who want suppliers to have design capabilities, buyers will, in addition to purchasing finished products, also want suppliers to design according to their own requirements or cooperate with their own designers for production design. In this regard, Mr. Bian Ruiqun, deputy general manager of Anshan Optoelectronics Display Co., Ltd. has profound experience. The customers of Anshan Optoelectronics are almost all over the world. Ms. Bian said that the buyers’ requirements are different. Generally speaking, big buyers have their own evaluation system. Relatively speaking, companies often need to follow the system of big buyers, including Procurement system, logistics system, etc. Big buyers will deal with issues more by looking at strategic partners, such as submitting their project requirements to suppliers, giving companies a certain amount of space to arrange buyers' orders. Although it is more difficult to obtain large buyers' orders, the communication time in the early period is longer, but once the cooperation is reached, the subsequent orders can be reached more easily. In contrast, small customers pay more attention to the product itself, and it is relatively easy to transfer orders due to the low prices of other companies.
Anshan Optoelectronics is one of the top manufacturers of TN and STN LCD glass panels and modules (LCM) in China. Except for a small number of OEM orders for major buyers such as Samsung and LG, it mainly exports its own Yes brand to the international city of Anshan. World Optoelectronics places its customer service and price in an equally important position. In terms of communication, Anshan Optoelectronics' practice is to cultivate professional sales personnel. They are divided according to the international market, such as the European market to taste the American market to taste the Asian market. Every exporter has a professional training period of six months to one year before he officially communicates with the buyer. During each production cycle, he takes turns to understand the steps from the design drawings, the production lines, to the customer feedback, and is familiar with the entire enterprise. Production Process. Ms. Bian Ruiqun said that buyers are most concerned about the strength and scale of the company. Already co-operating customers have a certain understanding of the company's technical level, price level, delivery deadlines, and product quality, while customers who have not cooperated need a period of adaptation to adapt to each other. In this process, the communication between professional foreign trade personnel and buyers becomes more important and can reduce all unnecessary mistakes. Anshan Optoelectronics' external sales personnel are familiar with the company's production process and leave a good impression on buyers. They can promptly respond to buyers' inquiries. For some of the customer's design requirements, it is also possible to arrange the response smoothly. After the design sample is completed, some buyers require changes to the design due to changing market conditions. Anshan Optoelectronics will also arrange it to maintain good relationship with customers and potential customers. relationship.
Integrating Resources to Present Buyers' Comprehensive Advantages to Buyers As we all know, the products themselves are the key factors for buyers to choose companies. Many foreign companies have higher technology levels than domestic companies, and thus the quality of products is relatively high. However, “Made in China†still attracts many overseas buyers at a very high price/performance ratio. In a relatively wide range of markets, the price of domestic products can be half that of the products of developed countries. Even lower. The reasons for the low prices, the scientific management of export companies has gradually occupied a prominent position.
Xiamen Yabao Electronics Co., Ltd. ranks among the world's largest manufacturers of thermal fuses. It is reported that under the premise of the same quality, the price of Xiamen Yabao Electronics' thermal fuse is 1/2 or even 1/3 of that of Japanese products. In addition to its scientific management, Xiamen is located in Xiamen and gives Yabao Electronics a very good logistics advantage. The materials needed for production can be easily found in the surrounding areas and the cost advantages are obvious. The company annually produces more than 500 million thermal fuses of various specifications. The products are widely used in household appliances, communication facilities, office equipment, electronic game systems, power equipment and consumer video and audio products.
In fact, many excellent export companies in China have spent a lot of time on scientific management to improve their efficiency. And Dongguan, Xiamen, Quanzhou, Suzhou and other regions have formed a certain industrial chain effect. In the process of communicating with buyers, exporting companies need to explain to buyers the value-for-money connotation and the reasons for this result. Where is the cost-effectiveness? Why is it higher than the competition? Integrate the company's existing resources and show it to buyers appropriately.
Digging and satisfying potential buyers' demands In the fiercely competitive and competitor's international market, exporting companies need to be able to understand the buyer’s potential demand in addition to the immediate purchase requirements of the buyer. In addition to being good at explaining the strength of the company, It should also be good at excavating the buyer’s ideas. Although this is inextricably linked with prior buyers and market surveys, export companies that are good at excavating buyer demand can effectively provide the key factors most needed by buyers, such as price, logistics solutions, design capabilities, and supporting service capabilities. It is easier to reach the buyer's bottom line and prompt him to sign an order.
Many companies have a high degree of referral in the industry. The high quality of products and leading position in the industry have brought a lot of convenience to their customer development. However, they still attach great importance to tapping the potential demand of buyers. For example, Anshan Yasi Optoelectronics Co., Ltd., despite being in the saturated liquid crystal display module and display module market, but the company's general manager Jia Ji Tao that the industry's prospects are very broad, with the increasing complexity of the LCD module and color display Increasingly popular, new applications come out every day. To this end, the company has always been committed to the upgrading of various facilities, and at the same time make great investments in product development to meet the increasing demand of buyers. The replacement of products occurs in almost all industries. As long as the export enterprises grasp the development trend of the industry and closely follow the needs of buyers, it is not difficult to grasp key issues and develop unique selling points that meet the needs of buyers.
Make a deep first impression on buyers in the short term The importance of effective buyer communication is very important for the export companies to reach an order, and more importantly, the buyer communicates in the early stage of the order or even the entire business process. The time is limited. There is not much time for buyers to leave each potential supplier and existing supplier. For this reason, the information provided by the exporter in each communication with the buyer must be precise and rigorous. In the shortest possible time, the buyer must buy the information. The family left a deep impression. Impressions often influence the purchasing decisions of buyers. Export companies must prompt buyers to convert purchase wishes into purchase actions in the shortest possible time, and provide buyers with tailor-made information to meet buyers’ requirements.
In fact, the unique selling point of export companies is the best first impression, focusing on the unique products and services of the company. Whether it is through e-mail, fax or telephone and face-to-face communication, we must first solve the problems raised by buyers. We must also give certain explanations for inconvenient answers or questions that cannot be answered for a moment, or tell the company not to engage in certain aspects. Business, or must give an answer later. Let the buyer feel the integrity of the supplier, and avoid the impression that the supplier did not understand the meaning of the buyer's query.
For buyers' inquiries, the response should be clear and avoid submitting a large amount of quotation information in the attachment, because many companies will directly delete the attachment file because of preventing the virus. Therefore, for a company with a large amount of information, the provision of a company's website in a written buyer communication is also a workaround, that is, it provides detailed information to display the corporate image, avoids lengthy responses, and makes the response simpler. Give the buyer a professional impression.
Effective buyer communication plays a key role in facilitating the business. Domestic export companies still have to face up to the advantages and disadvantages of the company and the industry. Although Chinese products are attractive and cost-effective, overseas buyers still have many considerations when purchasing. Factors, including buyer communication skills. In order to gain an advantage in the fierce competition, in addition to improving internal strength and improving corporate strength, exporting companies should also spend time and energy in communicating with buyers. Increasing their communication skills will maximize the return on customers’ previous investment.
According to preliminary statistics from the Customs, in January-April this year, China’s total export value reached US$ 162.74 billion, up 33.5% year-on-year. However, at the same time as the export volume expanded, many export companies still struggled to obtain orders in the process of communicating with buyers long before orders were reached. It is true that the product itself is the key to attracting buyers, but there are many factors that affect the buyer’s purchasing decision. For example, the level of corporate management, quality control, and business philosophy are all reflected in the communication, and many buyers will also communicate. Competence is one of the elements of evaluating suppliers. Improving the communication efficiency of buyers is necessary for both new export companies and relatively mature export companies. Communicating with buyers is not limited to all forms of inquiries and buyer interviews, but it extends through the entire business process from advertising, query management, and customer service. In the communication, exporting companies must grasp the appropriate scale, effectively demonstrate the strength of the company, and at the same time grasp the needs of buyers and provide the information the buyers expect.