海棉说｜🩺医生 vs 💊推销员，该为产品选择哪种营销方式呢？

2024/9/19

TOB局内人

AI Deep Dive AI Insights AI Chapters Transcript

People

大

大海

棉

棉花

Topics

大海：人们普遍不喜欢被推销，原因在于缺乏信任、高压销售策略、缺乏个性化、负面刻板印象以及信息不对称。高压销售策略，例如限时优惠和紧迫感，会给客户带来压力和不适。信息不对称也会导致客户不安，担心被欺骗。ToB行业中，推销员逻辑仍然普遍存在，尤其在大宗商品交易、制造业和金融服务领域。无论是"医生模式"还是"推销员模式"，其本质都是为了说服客户。黄执中提出的辩论思维方法"需根解损"可以应用于营销和销售场景："需"指是否存在足够痛的需要解决的问题；"根"指问题的根源；"解"指解决方案；"损"指解决方案的损益比。在医生模式下，销售人员会先识别客户的需求，找到问题的根源，然后提出解决方案，并评估其损益。在推销员模式下，销售人员会先介绍解决方案，然后找到与产品相关的根源，再根据产品的特性来判断或激发客户的需求，最后评估损益。医生模式的劣势是耗时长、成本高，需要与客户进行深入沟通和诊断；而推销员模式的优势在于易于内部快速学习和快速推广，理解产品比理解客户更容易。推销员模式的劣势是盲目，缺乏深入行业洞察和团队沉淀，容易忽视客户需求。医生模式的隐患在于可能将客户关系变成医患关系，而非合作关系，销售人员可能会为了达成KPI不择手段。选择"医生模式"还是"推销员模式"取决于客户需求清晰度和产品与需求匹配度。当客户需求清晰且产品匹配度高时，适用推销员模式；当客户需求清晰但产品匹配度低时，适用医生模式；当客户需求不清晰但产品匹配度高时，适用医生模式；当客户需求不清晰且产品匹配度低时，需融合医生模式和推销员模式。在客户需求逐渐明确的过程中，医生模式可能演变为推销员模式。棉花：人们不喜欢被推销是因为推销的产品并非其当下需求，且缺乏眼力见。推销员的负面刻板印象根深蒂固，人们会下意识地产生防御心理。信息不对称会导致人们感到不安，并担心被欺骗。ToB行业中，推销员逻辑仍然普遍存在，尤其在大宗商品交易、制造业和金融服务领域。黄执中提出的辩论思维方法"需根解损"可以应用于营销和销售场景。"需根解损"的四个步骤分别是：需求、根源、解决方案和损益。在使用"需根解损"方法时，可以纵向或横向寻找问题的根源，并提出相应的解决方案，最后评估解决方案的损益。推销员模式盛行的原因之一是销售人员无法深入了解客户需求，以及KPI压力。此外，业务管理人员和执行人员对客户体验关注不足，销售人员对客户需求和根因判断不足也是原因之一。医生模式的劣势是耗时长、成本高；推销员模式的优势在于易于内部快速学习和快速推广。推销员模式的劣势是盲目，缺乏深入行业洞察和团队沉淀，容易忽视客户需求。选择营销模式需考虑客户对自身需求的清晰度和产品与需求的匹配度，并以此构建四象限分析模型。在客户需求逐渐明确的过程中，医生模式可能演变为推销员模式，即先诊断后销售。

Deep Dive

Key Insights

Why do people generally dislike being sold to or dealing with salespeople?

People dislike being sold to due to a lack of trust, as salespeople are often perceived as profit-driven rather than genuinely concerned about customer needs. High-pressure sales tactics, such as creating urgency or offering limited-time discounts, also cause discomfort. Additionally, salespeople often fail to address individual customer needs, and there is a deep-rooted negative stereotype of salespeople in society. Information asymmetry between the customer and the salesperson further exacerbates the issue.

What are the key differences between the 'doctor' and 'salesperson' marketing models?

The 'doctor' model focuses on diagnosing the customer's problem and providing tailored solutions, which is time-consuming and costly but builds trust and long-term relationships. The 'salesperson' model, on the other hand, is faster and more scalable, focusing on promoting the product's features and benefits. However, it often lacks personalization and can lead to customer resistance due to its pushy nature.

What is the 'need-root-solution-damage' framework in policy debate, and how does it apply to marketing?

The 'need-root-solution-damage' framework is a structured approach to problem-solving. 'Need' identifies whether there is a significant problem requiring action. 'Root' explores the underlying cause of the problem. 'Solution' proposes a remedy, and 'Damage' evaluates the pros and cons of the solution. In marketing, this framework helps in understanding customer pain points, identifying root causes, offering tailored solutions, and assessing the feasibility and impact of those solutions.

Why do companies still rely on the salesperson model despite its drawbacks?

Companies often use the salesperson model because it is quicker and easier to implement, especially when there is limited time or resources to deeply understand customer needs. Additionally, sales teams face KPI pressures, forcing them to prioritize quick sales over personalized solutions. Many organizations also lack a strong focus on customer experience, leading to a preference for the more straightforward salesperson approach.

What are the advantages and disadvantages of the 'doctor' marketing model?

The 'doctor' model's advantages include building trust through personalized solutions and fostering long-term customer relationships. However, it is time-consuming, costly, and requires significant effort to diagnose and address customer needs. It also risks creating a hierarchical 'doctor-patient' relationship, where the customer may feel pressured or uncomfortable.

How should businesses choose between the 'doctor' and 'salesperson' models?

The choice depends on the clarity of the customer's needs and the alignment between the product and those needs. If the customer's needs are clear and the product matches well, the salesperson model is effective. If the customer's needs are unclear or the product requires customization, the doctor model is more suitable. In some cases, a hybrid approach combining both models may be necessary, especially in complex industries like AI or enterprise software.

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