Problems And Solutions Of The Consultative Selling For KONE Elevator Company

After century21for human society, with the development of urbanization，the agingof population and increasing requirement of working and living，the constructionindustry become the pillar of every city. With the revolution of constructiontechnology，the high rise and super high rise building become the trend of industry.As the biggest developing and country with most population of the world, all of theelevator suppliers are looking at China. The famous elevator brands such as OTIS,Shindler, KONE, Thyssen, Hitachi and etc build the facilities in China, design,manufacture and sell their products. With the development of IT technology and thetrend of economic globalization, many Chinese local elevator companies startparticipate to the market and make the competition fierce.With revolution of elevator technology and the relationship changing of supply andrequirement, the customers start to have more choices for elevator purchasing. Thesimilarity of products makes the elevator companies start price competition and affectthe sales profit. The customers raise more design requirement for elevator productsand also concerned with whole vertical transportation plan of building. Thephenomenon of cost increasing, order decreasing shows the traditional selling strategycan not meet customer’s requirement any more, the future elevator selling is to sell anintegrated solution. The author takes KONE elevator company who appliesconsultative selling as an example analyzes the background, advantage and feature ofconsultative selling by researching the traditional marketing theories and strategiesand proposes specific marketing solutions via the SWOT analysis of KONE companyand the problems during consultative selling execution. The dissertation compares thedifference between consultative and traditional selling approach and proposed thetheories of customer requirement iceberg, differentiation and value selling. The authorraised the vision of applying the consultative selling concept in the other industries inorder to offer new marketing concept and approach.