在濟(jì)南愛(ài)采購(gòu)平臺(tái)這片競(jìng)爭(zhēng)激烈的商業(yè) “戰(zhàn)場(chǎng)” 上，產(chǎn)品想要從眾多競(jìng)品中脫穎而出，精準(zhǔn)提煉賣點(diǎn)是關(guān)鍵。一個(gè)亮眼的賣點(diǎn)，就像一把獨(dú)特的 “鑰匙”，能打開采購(gòu)商的心門，吸引他們駐足關(guān)注、下單合作。掌握科學(xué)的賣點(diǎn)提煉方法，是運(yùn)營(yíng)者提升競(jìng)爭(zhēng)力、獲取訂單的必備技能。

　　In the fiercely competitive business battlefield of Jinan Love Procurement Platform, precise extraction of selling points is key for products to stand out from numerous competitors. A bright selling point is like a unique "key" that can open the hearts of buyers, attract them to stop and pay attention, and place orders for cooperation. Mastering the scientific method of extracting selling points is a necessary skill for operators to enhance competitiveness and obtain orders.

　　深度剖析產(chǎn)品特性，挖掘核心優(yōu)勢(shì)

　　Thoroughly analyze product features and uncover core advantages

　　深入了解產(chǎn)品本身，是提煉賣點(diǎn)的基礎(chǔ)。從產(chǎn)品的材質(zhì)、工藝、功能等基礎(chǔ)特性入手，探尋其與眾不同之處。比如，銷售一款家居用品，若采用了環(huán)保新型材料，相較于傳統(tǒng)材料，它在安全性、耐用性上的優(yōu)勢(shì)，就是值得強(qiáng)調(diào)的賣點(diǎn)。在工藝方面，若產(chǎn)品采用了獨(dú)特的制作工藝，如精密鑄造、特殊涂層處理等，能使產(chǎn)品具備更高的品質(zhì)和性能，這便是產(chǎn)品的核心競(jìng)爭(zhēng)力。以機(jī)械產(chǎn)品為例，其高精度的加工工藝帶來(lái)的更高精度和穩(wěn)定性，就可作為突出賣點(diǎn)。此外，產(chǎn)品的功能特性也是挖掘重點(diǎn)，若一款電子產(chǎn)品具備創(chuàng)新功能，能解決用戶以往的痛點(diǎn)，或是帶來(lái)全新的使用體驗(yàn)，那這個(gè)功能就可成為吸引采購(gòu)商的亮點(diǎn)。

　　A deep understanding of the product itself is the foundation for extracting selling points. Starting from the basic characteristics such as material, craftsmanship, and functionality of the product, explore its uniqueness. For example, when selling a household item that uses environmentally friendly new materials, its advantages in safety and durability compared to traditional materials are worth emphasizing as selling points. In terms of craftsmanship, if the product adopts unique manufacturing processes such as precision casting, special coating treatment, etc., it can provide higher quality and performance, which is the core competitiveness of the product. Taking mechanical products as an example, the higher precision and stability brought by their high-precision processing technology can be used as a prominent selling point. In addition, the functional characteristics of the product are also a key focus of exploration. If an electronic product has innovative features that can solve users' past pain points or bring a new user experience, then this feature can become a highlight that attracts buyers.

　　洞察目標(biāo)采購(gòu)商需求，精準(zhǔn)匹配賣點(diǎn)

　　Insight into the needs of target buyers and accurately match selling points

　　不同的采購(gòu)商有著不同的需求，只有了解他們的關(guān)注點(diǎn)，才能提煉出契合需求的賣點(diǎn)。通過(guò)市場(chǎng)調(diào)研、與采購(gòu)商溝通等方式，分析目標(biāo)采購(gòu)商所在行業(yè)的特點(diǎn)、采購(gòu)產(chǎn)品的用途和期望解決的問(wèn)題。例如，面向餐飲行業(yè)的食材供應(yīng)商，采購(gòu)商更關(guān)注食材的新鮮度、安全性和供應(yīng)穩(wěn)定性。此時(shí)，產(chǎn)品賣點(diǎn)就可圍繞食材的產(chǎn)地直采、嚴(yán)格的質(zhì)檢流程、穩(wěn)定的供應(yīng)體系來(lái)提煉，強(qiáng)調(diào)能為餐飲企業(yè)提供高品質(zhì)、不間斷的食材供應(yīng)。對(duì)于工業(yè)采購(gòu)商，他們可能更看重產(chǎn)品的性能、效率和成本。若銷售工業(yè)設(shè)備，就可將設(shè)備的高效節(jié)能、低故障率、長(zhǎng)使用壽命以及后期維護(hù)成本低等作為賣點(diǎn)，滿足工業(yè)采購(gòu)商對(duì)生產(chǎn)效益和成本控制的需求。

　　Different buyers have different needs, and only by understanding their concerns can we extract selling points that meet their needs. Analyze the characteristics of the target purchaser's industry, the purpose of the purchased product, and the expected problems to be solved through market research, communication with the purchaser, and other methods. For example, for food suppliers in the catering industry, buyers are more concerned about the freshness, safety, and supply stability of the ingredients. At this point, the selling points of the product can be refined around the direct sourcing of ingredients from their place of origin, strict quality inspection processes, and a stable supply system, emphasizing the ability to provide high-quality and uninterrupted food supply for catering enterprises. For industrial buyers, they may place greater emphasis on product performance, efficiency, and cost. If industrial equipment is sold, its high efficiency, low failure rate, long service life, and low maintenance costs can be used as selling points to meet the needs of industrial buyers for production efficiency and cost control.

　　對(duì)比競(jìng)品差異，突出獨(dú)特優(yōu)勢(shì)

　　Compare the differences between competitors and highlight unique advantages

　　“知己知彼，百戰(zhàn)不殆”，了解競(jìng)品情況，能幫助產(chǎn)品明確自身獨(dú)特賣點(diǎn)。收集同類產(chǎn)品的信息，分析它們的優(yōu)勢(shì)和不足，找出與自身產(chǎn)品的差異。若自身產(chǎn)品在某方面比競(jìng)品更具優(yōu)勢(shì)，如價(jià)格更低、質(zhì)量更好、功能更齊全，就可將此作為差異化賣點(diǎn)。例如，同樣是銷售辦公文具，若自家產(chǎn)品在設(shè)計(jì)上更符合人體工程學(xué)，使用起來(lái)更舒適，就可將 “舒適設(shè)計(jì)，緩解辦公疲勞” 作為賣點(diǎn)。再如，在價(jià)格方面有優(yōu)勢(shì)的產(chǎn)品，可強(qiáng)調(diào) “高性價(jià)比，同等品質(zhì)更低價(jià)格”，吸引對(duì)成本敏感的采購(gòu)商。通過(guò)對(duì)比競(jìng)品，突出產(chǎn)品的獨(dú)特價(jià)值，能讓采購(gòu)商更直觀地認(rèn)識(shí)到產(chǎn)品的優(yōu)勢(shì)所在。

　　Knowing oneself and one's enemy, one will never be defeated in a hundred battles. Understanding the situation of competitors can help products clarify their unique selling points. Collect information on similar products, analyze their strengths and weaknesses, and identify differences from our own products. If one's own product has an advantage over competitors in certain aspects, such as lower price, better quality, and more complete functions, it can be used as a differentiation selling point. For example, if a company sells office stationery and their own products are designed to be more ergonomic and comfortable to use, they can use "comfortable design, relieving office fatigue" as a selling point. For example, products with price advantages can emphasize "high cost-effectiveness, lower price for the same quality" to attract cost sensitive buyers. By comparing with competitors and highlighting the unique value of the product, buyers can more intuitively understand the advantages of the product.

　　結(jié)合使用場(chǎng)景，描繪產(chǎn)品價(jià)值

　　Describe product value based on usage scenarios

　　將產(chǎn)品與具體使用場(chǎng)景相結(jié)合，能讓采購(gòu)商更清晰地看到產(chǎn)品帶來(lái)的價(jià)值，從而增強(qiáng)賣點(diǎn)的吸引力。以清潔用品為例，若只強(qiáng)調(diào)產(chǎn)品的清潔能力，采購(gòu)商可能感受不深。但如果結(jié)合酒店、商場(chǎng)等大型場(chǎng)所的清潔場(chǎng)景，描述產(chǎn)品如何高效清潔大面積地面、快速去除頑固污漬，大大節(jié)省清潔時(shí)間和人力成本，采購(gòu)商就能更直觀地理解產(chǎn)品的實(shí)用性和價(jià)值。對(duì)于一些創(chuàng)新產(chǎn)品，通過(guò)場(chǎng)景化描述，能幫助采購(gòu)商想象產(chǎn)品的使用方式和效果。如智能安防設(shè)備，可描繪在家庭、商鋪等場(chǎng)景中，設(shè)備如何實(shí)時(shí)監(jiān)控、智能報(bào)警，為用戶提供安全保障，讓采購(gòu)商更愿意嘗試采購(gòu)。

　　Combining the product with specific usage scenarios can enable buyers to see the value brought by the product more clearly, thereby enhancing the attractiveness of the selling points. Taking cleaning products as an example, if only the cleaning ability of the product is emphasized, the purchaser may not feel deeply. But if combined with the cleaning scenarios of large places such as hotels and shopping malls, describing how the product efficiently cleans large areas of the ground, quickly removes stubborn stains, greatly saves cleaning time and labor costs, buyers can more intuitively understand the practicality and value of the product. For some innovative products, scenario based descriptions can help buyers imagine the usage and effects of the product. Intelligent security devices, such as those used in homes, shops, and other scenarios, can be described as real-time monitoring and intelligent alarms, providing users with security guarantees and making buyers more willing to try purchasing.

　　用數(shù)據(jù)和案例佐證，增強(qiáng)賣點(diǎn)可信度

　　Use data and case studies to enhance the credibility of selling points

　　空洞的描述難以讓采購(gòu)商信服，用數(shù)據(jù)和真實(shí)案例佐證賣點(diǎn)，能大大提升其可信度。在提煉賣點(diǎn)時(shí)，盡量使用具體的數(shù)據(jù)說(shuō)明產(chǎn)品的性能和優(yōu)勢(shì)。例如，一款節(jié)能燈具，可強(qiáng)調(diào) “比傳統(tǒng)燈具節(jié)能 70%，年節(jié)省電費(fèi)超 500 元”，讓采購(gòu)商對(duì)節(jié)能效果有更直觀的認(rèn)識(shí)。此外，分享真實(shí)的客戶案例也是有效的方法。講述與客戶的合作經(jīng)歷，包括客戶的需求、產(chǎn)品如何滿足需求以及帶來(lái)的實(shí)際效益。如某企業(yè)采購(gòu)了一批產(chǎn)品后，生產(chǎn)效率提升了 30%，成本降低了 20%，將這樣的案例作為賣點(diǎn)展示，能讓潛在采購(gòu)商更相信產(chǎn)品的價(jià)值，從而增加購(gòu)買意愿。

　　Hollow descriptions are difficult to convince buyers. Using data and real cases to support selling points can greatly enhance their credibility. When extracting selling points, try to use specific data to illustrate the performance and advantages of the product. For example, an energy-saving lighting fixture can emphasize "saving 70% more energy than traditional lighting fixtures and saving over 500 yuan in electricity bills per year", allowing buyers to have a more intuitive understanding of the energy-saving effect. In addition, sharing real customer cases is also an effective method. Describe the experience of working with clients, including their needs, how products meet those needs, and the actual benefits they bring. After purchasing a batch of products, a certain enterprise's production efficiency increased by 30% and costs decreased by 20%. Using such a case as a selling point can make potential buyers more convinced of the value of the product, thereby increasing their willingness to purchase.

　　本文由濟(jì)南愛(ài)采購(gòu)運(yùn)營(yíng)友情奉獻(xiàn).更多有關(guān)的知識(shí)請(qǐng)點(diǎn)擊:http://www.aimichina.com真誠(chéng)的態(tài)度.為您提供為全面的服務(wù).更多有關(guān)的知識(shí)我們將會(huì)陸續(xù)向大家奉獻(xiàn).敬請(qǐng)期待.

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