For the dealers, the distribution of goods is not a problem, it is anxious, you can sell the goods, unpack the goods, and sell the goods with the promotion policy… The problem is, do not sell to the store, what should I do? The topic of sales, the system involved is huge, the details, the tools, the method, and the 300,000 words may not be comprehensive. This article will not talk about specific details, only the condensed outline.
The terminal marketing method of fast-dissipating and pan-fast consumer industries (drinks, home appliances, building materials, daily chemicals…) is so numerous that it can’t run the following.
Theoretical basis: impulsive consumption
Would you like to think at home, I went to East Street today, turned right, the supermarket next to KFC, bought a bottle of Coke?
Certainly not, walking down the street, hot, thirsty, buy a bottle.
Not only fast-moving consumer goods, but also a wide range of consumer and mobile phone handsets, consumers have a lot of terminals to choose from.
Therefore, the fast-moving industry – where consumers buy, is not necessarily.
Does anyone think before entering the door, I want to buy a bottle of Jiaduobao? Have.
But after entering the door, I bought Wang Laoji, why?
Because Jiaduobao is out of stock, because I saw Wang Laoji’s pile after entering the door, because the owner recommended, because Wang Laoji is engaged in activities… So, the fast-moving industry – consumers enter the door, what brand to buy, not necessarily.
Originally intended to buy a bottle of Coke, after entering the door, the owner said: “Coke engages in activities, buy three get one free.” The result was taken four bottles, is it possible? Have.
So fast-moving industry – how much consumers buy, not necessarily.
Since consumers, where to buy is not necessarily, what brand to buy is not necessarily, how much to buy is not necessarily. Fast-moving companies, offline sales, what should I do? (Note, here is sales, not marketing. Product development, image design, brand communication, this article is indisputable. Most dealers and sales people have no say in this field.)
1. Buy: Consumers can buy anywhere, I will increase the distribution rate, so that you can buy anywhere.
2. See: What brand of consumer to buy after entering the door depends on seeing the product display – I have to be vivid.
3. Hear: What brand of consumer to buy after entering the door, it also depends on the recommendation in the store – then you must do a good job, let the owner push.
4. Want to get: buy, see, hear, plus advertising and promotion, consumers will name the purchase. Why did Jianlibao decline in the past few years? Because I can’t buy it, I can’t see it, I can’t hear it, I can’t think of it. Why did Jianlibao seem to be back in the past few years? Because Jianlibao’s distribution rate, vividness, and terminal visits have improved, consumers are slowly stunned and think of drinking Jianlibao.
Quickly dissipate people, think about it, let us do our whole life, the sky is dark, the desert is long, the river is a thousand, and it is concentrated. Do you not do these four things?
“Buy” job list
No one visited, but also talk about the distribution rate and sales.
The mainstream is that the manufacturers visit the team on the terminal and directly visit some core markets and core outlets.
More markets and terminals, “force the dealers, add people plus cars” to visit.
There must be a place where the total dealer channel and capacity cannot cover, and a distributor team should be formed to visit the terminal that cannot be covered.
2. Terminal visit team management
This matter, the deep distribution of fast-moving, has a large and complete knowledge system. Management can be extensive, but the basic management logic can’t be broken: to manage the daily visits of employees, to manage the minimum visit frequency of all terminals, to check the level by level, “You are doing it in front, I will look behind.” Otherwise, the terminal team must be running the big store, not running the new store… many people, more cars, but the street is visiting the dead corner.
3. Terminal visit team assessment
Under normal circumstances, employees only do your assessment, do not do what you want. Therefore, there must be a process assessment, assessing the “customer number” and “item number” two dimensions, business can be bigger, because business = customer number × item number.
Further, it is the sharing mechanism, how to design profit distribution, turn the lazy industry generation of work into a small boss who is entrepreneurial, and complete the sales of the vehicle contracting area market. This can reduce internal friction – the most industrious person is the small boss who has not yet escaped poverty.
4. Terminal visit profit and loss management
(1) Combination of visit methods
Car sales, large volume, but high cost, traffic control does not allow people to mix goods, and employees are easy to sell their goods on the money or even sell their own goods…
Pre-sales can be vivid, but it is not conducive to pushing new products, which is not conducive to the towns and villages of Luyuan…
Telemarketing, the fastest, the lowest cost, but the job is the thickest…
Dealers in the regional market should balance these advantages and disadvantages, combining car sales, telephone calls, satellite libraries, and pre-sales orders to reduce distribution and visit costs.
(2) Line division combination
A city, southeast and northwest, N divisions are divided into sections, each taking an order for an area. The next day the driver delivers, it is necessary to travel all day in the city – the whole city is run once in the southeast and northwest, and the distribution cost has increased greatly. There is a need to optimize design visits and delivery routes to reduce distribution and visit costs.
(3) In-store product line combination
The average number of items and the average price of the terminal store should be improved through the four levers of “personnel assessment”, “terminal rating frequency of visits”, “product combination promotion” and “push new sales”. In this way, the output will be high and the distribution cost will be small.
(4) Terminal item number and customer number monitoring
Fast-moving enterprises will eventually become Internet companies, and update the terminal data in real time to provide assessment basis and decision-making basis. Now B2B crushes traditional dealers on this matter, which is the biggest threat to B2B to traditional dealers.
At present, large brand enterprises will monitor the distribution rate every month. Some SMEs can only monitor the data of the “core store”, which is also an improvement.
If you have done the above, you can achieve “buy” consumers.
“see” work list
1. Vivid training
Let employees build hands-on concept: display is robbed, not for money to buy…
Establish a sales-oriented vivid standard: the display is not for good looks, but for good sales…
These contents seem to be simple, but they are far from universal. When the salesperson still talks about the exhibition, he will find the boss to display the exhibition fee…
BC supermarkets often see, put the amount of promotional kits on the shelves, but there are ordinary products that can’t run out of the pile, which is a waste of resources.
2. Vivid assessment: Do not replace management with training…
I know that vitality is important, has it been assessed? No assessment, how can I do it well – the current mainstream methods are three:
The first type is a vivid reward and punishment project. The staff takes vivid pictures on the same day, and the supervisor checks the day and awards the same day;
The second is that the direct supervisor checks a certain number of sample points for each salesperson every month, and performs vivid scores according to the rules. At the end of the month, the bonuses are vividly scored according to the scores;
The third method is to use the mobile phone system. The employees take pictures every day, the logistics personnel calculate the score, and the score is calculated according to the score at the end of the month.
All three methods have a lot of detail difficulties, and all need a supporting management system to correct the deviation. Such as “vigorous photo falsification” “vigorous sampling points are not enough to cause score fluctuations” “Employees complain that their display has been doing very well, just check the day the poster was torn”, and so on.
Profit and loss management of the exhibition: All marketing theories, leaving the money is empty talk. The cost of vividness has risen year by year, and it is impossible to make ends meet. How to break it?
Avoiding garbage stores, KA’s investment is just right, BC super, meat dishes, farmer’s shops, community stores… The display fee is not high, the output is not small, it was ignored by many fast-moving companies, and it is currently the blue ocean of display fees.
Data analysis, the amount of store content minus the sales of this product, equal to the incremental space, the display cost of the terminal with large incremental space, the investment can be rushed out of the volume… There is a set of methods.
The agreement optimization, the simple display reward agreement is being eliminated, because the strength is small (BC super, display ten boxes to send two boxes is enough generous, but this strength has no restrictions on the terminal).
Agreement combination: Combine the display and the first purchase quantity, item combination, cumulative sales volume, and combine the display agreement to promote the sales increase output, and the bargaining power with the terminal is also increased.
3. Display data monitoring
The audit department of many companies is currently only checking fees.
Enterprise audits should be vivid and normalized, scored according to the scoring rules, and create vivid score files for each region. This file is difficult to use for assessment (because the national area is too large, it is impossible for each region to check every month) But can be used as a promotion score weight…
The vivid data monitoring of the core stores in each region should be carried out as much as possible for monthly audits, because this is the sales commanding height.
For the dealers, the boss and the trader should do a lively inspection every day, and give the salesman a score.
All of the above are the hurdles that can’t be circumvented, the lazy that can’t be stolen, the trivial work, and a set of methodology. It is impossible to get it in one step. It can only slowly accumulate precision, and a small step forward is also a new height. All are done, in order to achieve consumers “seeing.”
“listen to” work list
The terminal “listen” refers to the recommendation of four people:
First, the owner recommended, why the owner is the main push, not just the high profit is so simple.
The first is the terminal customer complaint handling, most of the terminals lose your items, are caused by customer complaints (such as delivery is not timely, no price control, no expiration date, no damage, no damage)… The complete customer complaint handling process, the customer complaints as a fire line indicator to grab, to do the rewards and punishments, in order to ensure that the store owner “do not hate you” or “less hate you.”
Product portfolio, price management guarantee channel profit: including pushing new products, high-end products, combating goods, managing terminal price, terminal price tag, different channels to open products to avoid price… a bunch of trivial matters.
Terminal inventory management: especially in the peak season, the terminal must be pressed, and the terminal inventory will be pushed. In just ten days before the peak season, the sales staff of the national sales staff and dealers collectively pressed the goods. This is actually a topic of organizational management, and there are a bunch of process systems and management nodes to control.
The terminal protocol promotion sequence: the terminal signs the cumulative sales agreement, the exclusive agreement, the monopoly agreement… all must hang the sales task, which is to pass the pressure on the terminal. A series of difficulties have arisen. The cumulative sales agreement is easy to be falsified, the exclusive agreement and the monopoly agreement are costly, the terminal is not honest, the monopoly agreement is signed, or it is not exclusive… All these problems have long been answered in the industry, but they are done. Not easy.
First of all, the terminal “does not hate you”, I feel that your service is good, there is no customer complaint. Then look forward to seeing the sale of this goods can make money, look at the stocks in the future, there is pressure, the agreement signed with you in the drawer has the task pressure… It is best to add your big product, the terminal does not sell, leave Do not open you.
If you do all of this, the terminal store owner will push it.
Second, practitioners promote. Similar to the waiter bottle opening fee management, the water industry member management of the building materials industry… There is a mature method.
Third, the recruitment, training, management, and assessment of shopping guides… The knowledge system in the home appliance industry is huge.
Fourth, building materials and other industries to consumers after-sales service, to create a reputation…
These things have been done before the terminal can be “listened”.
“Want to get” job list
Want to get, meaning that consumers are willing to name the purchase, brand, positioning, advertising, communication belong to the superstructure, dealers and sales teams have no say, they are mainly in the promotion of force, nothing more than six types of promotions:
1. Customer promotion: similar to the liquor industry to send consumer goods to the consumer leaders, lubricants to the target consumer group car drivers to send discount coupons, three Arowana empty barrels for a bucket of West King corn oil, scan code installation and more Sending a 5 yuan red envelope, China Merchants Bank’s other line of VIP is my line VIP … are to grab customers.
2. Price promotion: various specials, membership price, shocking price, second half price, no increase in price, price increase exchange…
3. Probability promotion: all kinds of lottery, winning, and inside prizes…
4. Gift promotion: all kinds of buy gifts, suit promotions…
5. Product promotion: various sample, try, experience, demo…
6. Responsive promotion: secondary consumption discount coupons, member points winning, instant noodle empty bags for prizes, home appliances and old replacements…
Don’t expect sales to play tricks. There are magical solutions, international companies have already done it, and some people immediately imitated it. Promotional pros and cons, no flaws in the design details, landing implementation in place.
Conclusion: Don’t despair
After doing all these things well, the four “to” can be achieved, but they are not necessarily motivated.
However, if one thing is not done well, it may make you not sell.
Desperate – so many things are learned to do well, you are probably old.
The dark horses in the market are all these things. It happens that one or two things are doing very well and enjoy the bonus. – What is it?
I don’t know, they are all coming out of the market and found this trick effective, then…
Learning knowledge routines and models can make you more expert, more professional, more sensitive, and more efficient. This year, this year, this place is a point of opportunity for this product.