Pan Kexing: Founder of New Sales Model for Air Compressor Industry

He is a explorer of new thinking;

He is a modest instructor of sunshine;

He is a social responsibility person;

He is an experienced person in the air compressor industry;

He is a worthy professional manager.

He is also a Pathfinder who dares to turn the ideal into reality!

Who is he? He is the founder of the new sales model of our air compressor industry. Speaking of Pan Kexing, some people in the industry may not yet know him, but when talking about Pan's pioneering work, he established the first Chinese air compressor supermarket with an area of ​​2,600 square meters in Suzhou. . This new sales model has caused a lot of curiosity and discussion among industry professionals. They interviewed Pan with the concerns of air compressor friends. Pan always warmly received us and talked about his views on the new sales model.

Reporter: Many people are discussing you and paying attention to you. What do you do now is the 4S shop model, the supermarket model, or the multi-channel distributor model? It seems to make sense, but it is not very precise. I hope Pan talks about which model it belongs to.

Pan Kexing: It is impossible to define this model in one sentence because the model itself is also being explored. As for why we should build this model, we must have a team and I have a team. I'm just a professional manager. As we do this kind of sales, we can only call the mode, and we can't call the mode, because the mode is already More successful, replicable, and now we are just exploring, hoping to find a good alternative to the previous sales of a new type of air compressor. There are two differences between this new approach and past sales: The first point is to truly consider the issue from the perspective of the customer. The second point is to consider the point of view that dealers can continue to develop.

Reporter: Mr. Pan hopes that people in the industry can define you as an air compressor 4S shop, an air compressor supermarket, or an agent for multi-brand air compressors.

Pan Kexing: Objectively speaking, our current customers are relatively messy, so it is difficult to define. It can be an end customer or an agent customer.

Reporter: You just mentioned that some of your customers are agents, and the customers of general manufacturers are also agents. What do you think of your customers as agents?

Pan Kexing: This is also something we are confused about. If our agents are brands that are inferior in the first-tier brands, this kind of agent is actually very painful. He is difficult to be big and strong, and the mobility of employees is also great. . First: He has no resources and cannot represent good brands. Secondly, his spare parts are hard to obtain. Thirdly, he does not have the support of manufacturers. It is also difficult to improve the quality of personnel. The smaller and smaller the result is, the more dispersed it is, and it may gradually become our customers. And we help these small dealers to carry out training. This training is also multi-faceted. We have training within our own company, and there are sales managers for manufacturers.

Reporter: Mr. Pan: I saw that your company is different from many manufacturers that sell air compressors. You enter the door and you see bridges and warm tearooms. I think you certainly have no intentions. Can you talk about it?

Pan Kexing: Sales generally have three modes: one is transactional sales, such as: one-handed delivery of money and one-handed delivery. Just like going to the supermarket to buy Coke, as long as the color of the supermarket business environment is a bit heavier, selling goods is not a problem, This is impulsive consumption; the second is project-based sales; the third is corporate sales. Many of the project-type sales are visited by salesmen. What is his core? It is to leave a good impression to the customer and let the customer trust. This is our project-type sales, even if the store is filled with a wide range of machines, but it is difficult for customers to impulse consumption, so we must create a very comfortable environment for customers, let customers tidy up their own thoughts, think about yourself in the end to buy What, on the other hand, also wants to leave a good impression on the customer, so that they feel the unique atmosphere, not a pure business environment, but can make friends atmosphere.

Reporter: What kind of atmosphere did you create and how did your customers feel?

Pan Kexing: How do our sales personnel make a good impression on our customers? Objectively speaking, there are many shops with air compressors on the market, some hardware cities, some shops with 4S prototypes, etc. However, the impression that these stores leave for customers is not deep. The general customers who buy air compressors are basically men. Men are different from women. Men don't like to buy things. There are too many choices. If you enter the door, you will find a wide range of goods and customers will feel very annoyed.

Reporter: What you are doing is obviously more advanced than the previous sales model. What do you think is your advanced nature?

Pan Kexing: We can really stand in the customer's perspective. For example, other single-brand agents, because of his agency of a brand, encounter multiple customers when they are in need of a single brand that can only recommend their own agents for consideration. If their own product positioning is not suitable for customers, the general agent is also difficult to give up, because the initial investment will be wasted, so he will proceed from the standpoint of a single brand agent, can not really start from the needs of customers. The main problem lies in our sales model. The current sales model of the industry is 4P sales, which are products, prices, places, and promotions. None of these 4Ps see customers. The demand, this is a manufacturer's sales model, such as the manufacturer's products, reasonable pricing, development channels recruit agents, marketing promotions, etc., the current manufacturers are like this, and customers do not need this model? We found that customers actually need more communication, more cost considerations, more convenience, more suitable for his needs. If we do a single brand, we can't really stand in the customer's perspective. This is why we do a lot of brands. I think what we do will be recognized by society. We have been working for many years and have some experience in this area. If we go against the original intentions and flick our customers, we won't get market recognition.

Reporter: When I talk about this, I think of one example you used to have with me before: a customer who originally needed to buy a Chery car, and the last salesman sold BMW to him. If the profits of BMW are greater than Chery, you think this is not Strong business performance, but that this is a bad business behavior?

Pan Kexing: First of all, if we want to make a career development, we must not only look at the immediate interests, we must not look at the single profit, we must really stand in the customer's perspective, consider for the customer. Just like our mission, create greater value for our customers and live in harmony with nature. Don't give customers something that exceeds his needs. Just like a young man, he only wants to buy a travel tool. A few tens of thousands of cars are enough. As a result, we use superb sales skills to let him buy a BMW. It is very likely that he will After all he had, he would not dare to open the market and use it instead of using it. Instead, he became a burden on him. We grew up with our customers. If we flirt with customers once and let him buy something that is not suitable for him, although we ourselves have earned it at one time, we have violated our mission, lost our brand and lost our reputation. Lost customers.

Reporter: I have many agents here want to ask, your company agents a lot of brand machines, and we know that more manufacturers are only developing a single brand agents, and you do more brand distribution, how do you convince manufacturers, and you How to solve the problem of conflict in this regional agency?

Pan Kexing: This should not be called to persuade manufacturers. The manufacturers themselves also have this idea. His ideas are related to his market positioning. He wants to use more channels to publicize, want to sell more machines, and our image. It is relatively sunny and positive, so manufacturers also have this intention. What's more, we actively cooperate with the manufacturer's management model. The filing for the filing, pricing and sales strategy, and manufacturers fully cooperate, we have been working together for more than a year, the two sides established a very good relationship. Because we are mutual respect for each other's needs. For us, the manufacturer is also a customer, and we have to meet his needs. Although we can't satisfy all needs at once, we use it as an exploration, a model, and a win-win situation.

Reporter: Many products on the market today are homogenous. What do you do when you are homogenizing and recommending to your customers?

Pan Kexing P: First: When we choose partners, we have some ideas. We try to avoid homogenizing too many products and try to avoid homogenization. Second: We have some competitive means, such as us. The product needs to be environmentally friendly, it must be a good product, and the third is the manufacturer who has a certain business relationship with us or has a good cooperation. Now we are not all want to enter our store to accept, as our partners, can not be reached. In addition, we consider the reasons for the site and effectively avoid homogenization. This is also convenient when selling products, effectively preventing customers from choosing homogenized products.

Reporter: I've heard that you insist on trading in the sun, and we understand that on sales, commissions are a normal way of promoting sales. How do you solve the major needs?

Pan Kexing: These things you mentioned are common in past sales. We must have confidence in this society and in this industry because we know that the grey of some societies is not good. First of all, we need to identify our customers. He also likes the sun. Although it may be a niche customer, if the client accepts this model, we will succeed. Secondly, I would like to define what is sunshine. It is not just about the gray zone. More often than not, we communicate with customers on the position of customers. We are an open mind and open our hearts with our customers. Called the sun, if we meet customers who want to get commissions, we would rather this business do not. Because I will also encounter such customers, we are determined not to do it. We also want to influence some customers, make our industry, to add a little brilliance to our society, it is also good. We don’t have the power to change the whole society and industry, but at least we can do something that we can. At least we believe that this society is fair and just. We believe that this society must be getting better and better. We must insist that if we If this insistence is not there, then our efforts will lose its significance.

Reporter: Our agents are also very concerned about your development. If it is successful, more people in our industry will learn your model. Can you briefly describe the current sales situation?

Pan Kexing: From the perspective of this form of sales, it is indeed a new form. In the past, customers were waiting for us. Now we must change their habits and let customers take the initiative. This is a challenge; then the second challenge is the grey issue just mentioned. Through our long-term perspective, we are right. Some customers like this model, as long as we identify customers. From the data, we basically sell about twenty units a month. Objectively speaking, the new agency can do so in such a short time. I think it should be a relatively good result.

Reporter: How did you change the habits of your customers and let them take the initiative to come to your shop?

Pan Kexing: This is a challenge for us in itself. In fact, we are also trying different things. In the early days, we were trying to promote sales. We are now marketing and we have created an atmosphere, such as road signs, store advertisements, so that customers can understand Our values, understand our philosophy, and let these be reflected in advertising.

Reporter: Are you satisfied with the current development situation?

Pan Kexing: The current state of development is better than we thought, but there is still some distance from our goal.

Reporter: Our agents are also very concerned about your development. Can you briefly describe the blueprint you want to achieve?

Pan Kexing: We are now opening this 4S shop and we are exploring a model. If this model is recognized by society and users and can promote the development of the industry, then our desire is to develop a chain model, mainly in the coastal and riverside cities to replicate such Mode, but the premise is to be recognized and profitable.

Reporter: According to our understanding, you are also doing some training, what is the main object? What kind of market requirements are you based on, and what characteristics do you want to have in the air compressor industry?

Pan Kexing: I have carried out training in this industry for some years. I have had some contact and communication with many dealer friends and factory sales staff. Among these problems, we have found some problems. The air compressor industry is a small industry. Our industry Many of the practitioners are half-way monks without formal training. We carry out the training industry from two considerations: first, to bring greater value to customers; second, industry personnel can make progress together and provide more exchange platforms. Although we have limited capabilities, we have the heart to help our fellow employees to progress together and provide some development ideas. Our training clients include agents, sales personnel and service engineers. They are the objects of our common progress and are our friends.

Reporter: From the conversation with you, I discovered that you are an optimistic, cheerful, sunny and positive person. Is there any confusion in your sales of air compressors?

Pan Kexing P: I'm very glad that you commented on me like this. Actually, not only me, but also our team is such a mentality. All of them are relatively sunny and positive. As for difficulties, they are temporary because from the perspective of social development, they must be like sunshine, positive and positive things. The most important thing is that we must have confidence in the industry and society, otherwise life will lose its meaning. Reporter: Mr. Pan, thank you for your busy schedule for interviews. In the end, what do you want to say to industry agents?

Pan Kexing: Our agents must love the industry of air compressors. The environment is built by everyone. We hope that more people can promote the healthy and orderly development of the industry. This is our future!