Zhijian Liu Gangyi gave an example: "I don't say which manufacturer is the one. The sa1es work of that manufacturer is very solid, and the decision-making and suggestions are done well. However, the competitors of this manufacturer used technical engineers from the underlying usage department to raise some questions on certain technical issues, resulting in no one above taking responsibility to make the decision, and finally letting the project stop. You should know that the manufacturer, who has already done many factories, has spent a lot of energy and thought that he has occupied the project.

The absolute initiative was taken, but the project was stagnant, giving competitors a sales time window, and was forced back by the other party. In the end, the failure and the competitors won the bid. This case eventually became part of the typical sales case analysis of BmI. BmI requires each salesperson to write an analysis report based on this case to analyze the reasons. This is a real case three years ago, so you can see that many times, some small characters who are inconspicuous at all can end up being bad. Isn’t such a person important?”

Liu Gangyi said so firmly, but many people who benefited the public did not believe Liu Gangyi's words. They looked suspicious, as if they felt that this was an argument made up by Liu Gangyi to prove his point of view.

At this time, Guo Yongheng suddenly spoke: "Don't doubt the authenticity of this case. In fact, I heard of this case at that time. At the beginning, many people didn't believe in this result, but this result happened."

With Guo Yongheng's endorsement, everyone cannot help but believe it. Wang Chenyu believes in the authenticity of this case even more, because he also thought the same as Liu Gangyi, and he must ignore any small roles on the user side.

Liu Gangyi said again: "Everyone has done many projects to sell, so naturally he knows that he wants to win such a large industry project. No one in the user's decision-making chain will help you. Do you think you can win the bid?"

Almost everyone is shaking their heads. Isn’t this nonsense? There is no one in the user’s decision chain who is willing to help you. Do you want to win the bid? Unless the sun comes out from the south! You don’t even have the qualification to bid! Or the technical requirements of the bidding letter are very harsh, so harsh that your products cannot be met at all!

Seeing this, no one had any objections, Liu Gangyi asked again: "So, under what circumstances do you think the user's people become people who are willing to help you, or are willing to inform you and give you ideas, and this project is securely won?"

"It's better for everyone in the decision chain to get it done."

"At least, middle-level people are willing to inform you and help you."

“Yes, yes…”

...

Basically everyone's answers are similar. Liu Gangyi then wrote a word on the whiteboard and said, "We will make the person who is willing to help you or inform you of the information. This person is the person you have dealt with or the principle of the user side teaches you how to do work to get orders. I just heard someone say that they can handle all users from top to bottom. I have to say that this is a very ideal state. In fact, it is difficult to have such a situation. Because you are selling as a common manufacturer, you are taking a nap? Especially for large industry projects, please don't have an unrealistic fantasy, believing that the news of this project has not been leaked, and the competitors do not know the project at all. I can tell you clearly that this is completely impossible! Even if you get the project information, it may be too late to meet your competitors."

Many people, including Wang Chenyu, nodded, and agreed with Liu Gangyi's statement.

"Then the question is, you are doing the work of users, and your competitors are also doing the work of users. In most cases, you and your competitors have dealt with some people, so that the people in the user decision chain become the coaches of you and your competitors respectively. So do you think it is most beneficial for people at that level to become your coaches?"

"Decision Maker!"

"No, he is the technical person in charge, he is the middle-level!"

...

Many people support the two different views separately. However, Wang Chenyu fell into deep thought, and he was thinking about the answer to this question.

Liu Gangyi said at this time: "Someone just said that the decision makers in the user's decision chain are the key to becoming a coach, and I don't think so!"

At this time, Wang Chenyu suddenly spoke out: "The technical director has the most favorable factors for becoming a coach."

Liu Gangyi glanced at Wang Chenyu and asked, "Your point of view is not wrong. The technical person in charge is a key person that every manufacturer attaches great importance to. Everyone is competing for his support. If you can successfully turn this person into your coach, of course, it is the closest to success. But what if this person expresses neutrality? What should I do?"

Wang Chenyu was a little stunned because all the big orders he made before were handled by the technical director and became the one who helped him, and finally won the bid. He didn't think about it at all. What if the technical director of the user had to remain neutral? Then should he give up this big order? However, the actual sales tasks and performance pressure did not allow sales to give up the big order directly.

Seeing that Wang Chenyu had no intention of answering the question for a while, Liu Gangyi did not stop and wait for Wang Chenyu's answer, but said to himself: "It is of course good to get the decision-maker done and turn it into your coach. But if only the decision-maker is solved, the middle and lower-level people below are not dealt with. Do you think the user's leader will ignore the objections from the technical leaders or the engineers at the bottom and force them to suppress it? This decision-maker dares to make a decision directly? No, people who can become the user's leader are definitely not idiots or fools. If you don't listen to the suggestions, it will be a problem in the future. It will be related to the black hat. Everyone should remember that a project is just a job for the user's leader. What he cares about most is his position and power, so he will not really take a big risk to help a certain manufacturer, because it is not worth it! If our sales staff have such fantasies, we can only say that the sales staff is immature!"

At this time, someone in the audience nodded in agreement: "Yes, yes, yes, I have encountered this situation. The best result is that the user side split the project. The user side's leader has a good relationship with me, and finally gave me a small piece of the project to hit me."

Liu Gangyi smiled and nodded: "Look, I'm right? People who have been doing sales for a few years and have some experience in project work are likely to encounter such a situation. So do you really not need to do the work of decision makers and turn decision makers into our coach?"
Chapter completed!