Analysis Of Solution Selling Modes For Chemtrend (Shanghai) Co., Ltd

Solution selling is a new marketing model which is widely used in industrial products industry in recently years. It is a practical application of relationship marketing theory in the major clients'sale strategy. Clients demand-oriented in marketing program is the embodiment of the client-centric theory in relationship marketing. Solution selling are on the client's perspective issues in systematic programs, starting with helping clients solve problems and creating value for clients. Helping clients solve their problems and achieving measurable positive results, which are the basements of marketing program.American Chem-trend Co. Ltd is a professional international enterprise which commits himself to researching and producing high-quality release agent. During the forty years history, with its wealth of industry experience and scientific research force, it owns a high reputation. As the subsidiary company of Chem-trend (Shanghai) Co. Ltd (Hereinafter referred to Chem-trend Co.), it has already entered China more than five years. Along with the development of die-casting industry in China, the company also has been got a great progress.As a leader in release agent industry, Chem-trend Co. has accumulated rich experience in sale and service However, because of it is a short time for Chem-trend Co. in China, it has some problems and shortcomings in sale. The problems and short coming are mainly expressed in the following respects: 1) on the issue of marketing understanding. Many people think the sales key of release agent with higher price is depend on whether they have the perfect relationship with the clients, neglecting to help clients to solve problems indeed. 2) On the issue of product promotion. The mean problem is about sales staff does not have keystone, and they can not fight a protracted war and have an effective way to influence decision makers. 3) On the issue of marketing skills. Many sales staff can not really listen to the clients'questions, and they surmise the demands of clients. They are too anxious to introduce products and exposure prices prematurely. So this kind of action will bring sale into a passive situation.Against the problems above, the thesis firstly makes an analysis of the status of competition in release agent industry and a subsection of die-casting market. Then confirming target markets and market orientation. Then designing sales model and sales processes based on marketing program theory. Finally, proposing notions and suggestions for the implementation of marketing programs.The design and analysis of marketing programs modes and sales patterns process of Chem-trend Co. In order to understand release agent marketing features of Chem-trend Co better, this thesis makes a comparison from marketing functions,marketing practice and marketing communication elements between release agent and consumable. About marketing functions, this thesis makes a comparison of six common elements. They are market deploitation,clients management,sales force,technical support,value-added services and channel management. Marketing practice is related to product marketing channels,product amount,complexity of stock and influence factors of clients'decision-making. Marketing communication elements are main about advertisement,sales accelerated,staff sale promotion and public relations and so on.Solution selling modes of Chem-trend Co. emphasize on a new kind of sales renovation conception. It makes sales mode transform from persuasion purchase mode which starts with product promotion to solve scheme mode which starts with helping clients to solve problems. It is designed on the base of clients'existing problems and potential problems which will be found and solved from all levels. To help clients to find the problems and solve problems is the core of it. As the following chart:At the same time, sales process of release agent can record sales process and make explanations, and provided a framework for each sales step.The sales process can identify,analyze,quantify and assess opportunities, then making a decision for next sale step.Notions and suggestions for the implementation of marketing programs mode of Chem-trend Co. Firstly, it is about the transformation of concept, that is to say, a transformation from transaction marketing to relationship marketing of Chem-trend Co. Because marketing programs is the application of relationship marketing theory. For relationship marketing of Chem-trend Co., it includes three main aspects: the company's strength, commitment and both sides trust. Among of them, strength is the base of foundation. Nowadays, if there is no strength, there will be no place to stand in the fierce competitive market. In addition, apart from the strength the company should make a promise of cooperation for their partners. Otherwise the strength will stand without a battlefield. The company will not be identified with their partners. On the base of strength and promise, two sides also need to trust each other. If they do not trust each other, the long-term cooperation will not last for long. Therefore, the trust is the highest realm in relationship marketing.Secondly, the transformation comes from practice aspect. The transformation is from sales products to providing solutions. That is to say, Chem-trend Co. is not only sales promotion products, but also sales the strategy and program for solving problems. Chem-trend Co. must be become a trustworthy business advisers and consultants instead of provider of products and technologies in clients'mind. Compared with the products, solutions included a large number of service elements, so comparability is much smaller. As time pass by, provider gradually mastered the clients' marketing processes. This will be more difficult for clients to change program, further more the cost will raised, so clients'loyalty is enhanced.Finally, the control of marketing program process. It contains two aspects.From one side, recognizing the demanding phase of purchaser. To the clients of Chem-trend Co., their demands are divided into three phases: hidden issues phase; dominant issues phase; the willing of solutions phase.It is a key point of that we should know it when we contact with clients, adjusting practices along with different phase. From the other side, Pay more attention to the clients'consideration is changing. After clients entering the purchase process, it can be broadly divided into three phases: determining demand phase; needs and cost related their selves phase and assessment program phase. Clients'arguments and actions will reveal which phase are they in now.With the advance of clients'purchase phase, sales staff will know the elements more and more which is regarded by clients, and then they will respond to clients in an appropriate way.