What is the real role of rebates in sales? Going back to the original point of view, all the behavior of the enterprise now stems from the needs of the customer. Then we turn to the perspective of customer procurement to see this issue. The customer's procurement is basically a selection of a satisfactory solution from a series of suppliers. The word “screening†is very knowledgeable, and customers have to balance and choose among many factors when deciding on a supplier. Some of these factors do not determine what the customer buys, but they can decide what the customer does not buy. This factor is called the orderqualifier. For example, a monk who goes to a restaurant to eat, this vegetarian dish is a sieve factor. He does not consider all the leek, no matter how cheap and delicious he is. But this does not mean that he will buy all the vegetarian dishes. He still has to choose better among many vegetarian dishes. This price vegetarian dish is a sieve factor. Another factor is just the opposite. It is called the choice factor (orderwinner), such as taste, he prefers the delicious dishes, but if there is a dish with a bad taste and cheap nutrition, he will still point, among these factors he will Considering. Those with higher comprehensive value will receive orders later. It should be added that the sieve factor and the selection factor are not the same. The same factor is also transformed from the sieve factor to the selection factor under different conditions, or at the same time it is the sieve and the selection factor. such as. You brought 1000 yuan to buy clothes, and you will not consider clothes that cost more than 1000 pieces, no matter how beautiful it is. But this does not mean that you will buy anything if the price is below 1000. In many of the following 1000 products, you still have to choose what you think is better, at this time he is a sieve factor. But after 1000 or less, the price will continue to work and we will consider the price/performance ratio. The same performance price is available. At this point he became a factor of choice. For a corrupt official who buys a tube, he does not consider the supplier who does not have a rebate, but he still has to consider the performance price and other things among the people who send the rebate. In other words, the role of rebates in sales is the sieve factor.