STEP #6 DEMONSTRATING THE PRODUCT: 製品のデモ
A good demonstration is very important, as confidence is built in the product. Just like buying shoes, a customer is more confident in the shoes if he tries them on and walks around. A demonstration is the same as a product presentation, but features, which cannot be shown when the product is not in use, is presented.
デモには十分な準備を。以下はトラックのデモ。
一般的な製品では、顧客の課題を解決できること、他社に優っていることを証明する必要があります。そのため他社よりの後にデモを行い、他社情報を入手した上で行うことが肝要です。
また、購入の可能性のない顧客にはデモは行わないことも検討。デモのコストもバカになりません。
To make an effective demonstration ride for vehicles to be sold in a dealership these rules should apply:
1. The vehicle should be clean inside and out.
2. The salesman should always drive firsｔ.
3. The salesman should only drive on a planned route decided by management.
3. The route should go through a number of driving conditions and situations, which shows various vehicle features. (For example, acceleration, off-road driving, grade ability, maneuverability, braking, cornering, interior quietness in a noisy area, etc.).
4. There should be a turnaround point where the customer drives back to the dealership.
6. All potential drivers should drive the vehicle if possible.
7. The demonstration ride should be active and not passive.
8. Going in crowded areas, dangerous areas, or by competing dealerships should be avoided.
9. The demonstration ride should be about 8 ~ 10 minutes long.
10. The salesman should ask a trial close question before returning to the dealership.
11. The salesman should ask the customer to park the vehicle next to his current vehicle to compare the two vehicles. That difference is what you are selling.
Using all the senses will help insure that the product is not easily forgotten.
After I left Isuzu Motors and started working for Unika Company Limited, a Japanese hardware accessories manufacturer, I took that same detailed concept and applied it to cutting tools for the construction industry. My customer in the United States set up a demonstration program for exhibitions throughout the country. Also, with the marketing manager of that company, I developed 3-4 minute videos demonstrating the products. After that and building up customer testimonials which I will talk about later in this chapter, sales tripled and I sold the total production capacity of the company!!
Ronさんのセミナーいかがですか。苦労の多かったRon-sanの青春時代やキャリア形成の話、来日後、特に、いすゞ自動車勤務でのカルチャーショックとグローバルリーダーとしての活躍など。それとRonさんが楽しみにしている出席者と皆さんとのノミュニケーション。
皆さんがおやりになっている勉強会などに出張し講演させていただきます。本人の希望は、英語での発表です。
ただし、Ronさんが住んでいる東京都大田区から日帰りできるところとさせてください。
もっとも台湾でも日帰りは可能ですが。
＜仕事に疲れたら『武蔵野』でコトリップ（『武蔵野』リイド社、斎藤潤一郎著）＞
A good demonstration is very important, as confidence is built in the product. Just like buying shoes, a customer is more confident in the shoes if he tries them on and walks around. A demonstration is the same as a product presentation, but features, which cannot be shown when the product is not in use, is presented.
デモには十分な準備を。以下はトラックのデモ。
一般的な製品では、顧客の課題を解決できること、他社に優っていることを証明する必要があります。そのため他社よりの後にデモを行い、他社情報を入手した上で行うことが肝要です。
また、購入の可能性のない顧客にはデモは行わないことも検討。デモのコストもバカになりません。
To make an effective demonstration ride for vehicles to be sold in a dealership these rules should apply:
1. The vehicle should be clean inside and out.
2. The salesman should always drive firsｔ.
3. The salesman should only drive on a planned route decided by management.
3. The route should go through a number of driving conditions and situations, which shows various vehicle features. (For example, acceleration, off-road driving, grade ability, maneuverability, braking, cornering, interior quietness in a noisy area, etc.).
4. There should be a turnaround point where the customer drives back to the dealership.
6. All potential drivers should drive the vehicle if possible.
7. The demonstration ride should be active and not passive.
8. Going in crowded areas, dangerous areas, or by competing dealerships should be avoided.
9. The demonstration ride should be about 8 ~ 10 minutes long.
10. The salesman should ask a trial close question before returning to the dealership.
11. The salesman should ask the customer to park the vehicle next to his current vehicle to compare the two vehicles. That difference is what you are selling.
Using all the senses will help insure that the product is not easily forgotten.
After I left Isuzu Motors and started working for Unika Company Limited, a Japanese hardware accessories manufacturer, I took that same detailed concept and applied it to cutting tools for the construction industry. My customer in the United States set up a demonstration program for exhibitions throughout the country. Also, with the marketing manager of that company, I developed 3-4 minute videos demonstrating the products. After that and building up customer testimonials which I will talk about later in this chapter, sales tripled and I sold the total production capacity of the company!!
Ronさんのセミナーいかがですか。苦労の多かったRon-sanの青春時代やキャリア形成の話、来日後、特に、いすゞ自動車勤務でのカルチャーショックとグローバルリーダーとしての活躍など。それとRonさんが楽しみにしている出席者と皆さんとのノミュニケーション。
皆さんがおやりになっている勉強会などに出張し講演させていただきます。本人の希望は、英語での発表です。
ただし、Ronさんが住んでいる東京都大田区から日帰りできるところとさせてください。
もっとも台湾でも日帰りは可能ですが。
＜仕事に疲れたら『武蔵野』でコトリップ（『武蔵野』リイド社、斎藤潤一郎著）＞
