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动物饲料添加剂销售失败的3个原因

作者:佚名来源:爱畜牧翻译时间:2016-07-25 16:24点击:

  自1990年我就进入了动物饲料添加剂这个行业,所做地第一个试验是检测肉鸡的一个新型添加剂:植酸酶。自那时起,我就曾在多个添加剂公司工作过。我紧跟添加剂最新研究,时刻关注各种新产品。我在自己配制的饲料或向我咨询的客户饲料中使用过很多商业添加剂。我经常接触这一行业内大型国际生产商。综合所有这些,我总结出了某些动物饲料添加剂销售失败的3个原因:


  1、它们只是没有科学意义

  任何营养性添加剂都必须有一个合理的生物学基础,且和潜在客户的教育背景共鸣。

  2、它们只是不能挣一分钱

  换句话讲,它们必须能够盈利。不仅对于销售者,最重要的是对于购买者。它们必须有足够的利润才能吸引人们去使用它们。

  3、没有人知道或关注它们

  如果潜在的客户并不知道它,即使产品或服务是最好,但也不会取得成功。有时,仅是因为信息丢失,有时则是其它的声音。有些大型生产商在推出新产品时,而忽视了部分最好产品。

  与其它商业销售相比,饲料添加剂的市场营销与推销需要采取一种不同的方法。你提供了附加价值,但通常都不足够清晰。总之,将你传递的信息尽量变得短、简单、容易理解,你可能将会看到客户的另一种态度。

  但是,如果你的添加剂确实没有效果,那什么都帮不了你!

  附原文:

  3 reasons some animal feed additives fail to sell

  I have been following the animal feed additives industry  since 1990, when I ran my first trial in broilers testing a novel additive: a phytase. Since then, I have worked for and with many additives manufacturers. I am following most research conducted with additives, and I keep an eye on new products. I have dealt or used most commercial products either in my own feeds or in my consulting service. I am in constant contact with the majority of big international players. From all these, I have identified three common features among those additives that fail to make an impact on the market:

  1. They just don't make sense

  Any nutritional supplement must have a sound biological basis resonating with the educational background of the potential customer base.

  2. They just don't make cents

  In other words, they must be profitable. Not only for the selling, but also and most importantly, for the purchasing party. And, they must be very profitable for someone to try something new.

  3. Nobody knows or cares about them

  The best product or service will not succeed if potential customers don't know about it. Sometimes, the message is lost despite or because of the noise. And some bigger entities tend to ignore some of their own best products in favor of their new release.

  Marketing and selling an additive  requires a different approach than that employed in the business of commodities. You're providing add-on value, but quite often this is not clear enough. Bottom line, work on your message: make it short, simple and easy to understand, and you will see a change in customer perception.

  But, nothing will help you if you don't have an additive that really works!

责任编辑:宋美丽  

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