Many people know that small appliances rely on activities to increase sales, but the current activities are still old. Can anyone have new ideas and new content? Thank you
Many people know that small appliances rely on activities to increase sales, but the current activities are still old. Can anyone have new ideas and new content? Thank you
In -depth distribution is the operation method of retail terminals and wholesalers of sales products for sales products. With the flat development of home appliance channels and the crazy expansion of the home appliance chain stores, in -depth distribution has become more and more marketing for home appliance manufacturers.
The significance of in -depth distribution is not only to strengthen terminal network management, timely understanding market demand, and understanding of competitive dynamics. In -depth distribution also promotes a good communication environment between brands and distribution members, and a relatively closed market channel is established. In -depth distribution helps home appliance companies to master logistics information, arrange supply in a timely manner, effectively control the flow of goods, and prevent string; help control the payment and control cash flow.
The key link as the effective application of in -depth distribution policies -home appliance salespersons, the heavy responsibility of accurately and in -depth in -depth distribution policies. So, how does home appliance salesman carry out in -depth distribution?
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. Knowledge reserve
product knowledge. The work responsibility of in -depth distribution salesmen is mainly to sell the company’s product to the terminal store. Only with rich product knowledge can dealers purchase goods. General appliance companies have reached a considerable level of product knowledge.
sales skills. The salesman’s sales of home appliances to the terminal did not achieve the goal, and to help the terminal sell the products to consumers. Most of the terminal’s shopping guide personnel do not have professional sales skills, so when we need to visit the terminal, our salesperson can teach professional sales skills to shopping guide and increase the sales of this product.
The terminal activation knowledge. In addition to product factors and sales skills of shopping guide personnel, it depends on whether the terminal activation can attract customers’ attention and play the role of terminal intercepting customers. Therefore, the salesperson should master the best position of the home appliances in the terminal, where the POP and posters are hanging on the terminal, how to attract customers’ attention, how to make their own products appear different from competitors and competitors and competitors. Essence
communication skills. The in -depth distribution salesperson is a bridge between home appliance companies to communicate with dealers. With good communication skills, we can accurately convey the policy of the enterprise. Today, the super -large home appliance store led by Gome Suning frequently uses home appliance companies to operate, forcibly the “promotional price” impact market that is lower than the company’s guidance price or even entry price, which makes home appliance companies helpless. In this case, if you have superb communication and persuasion skills, some disadvantages may be restored.
This skills. Putting the product on the terminal of the terminal is only the first half of the in -depth distribution. The key is to control the progress of the sales and collect the money at any time. A large number of household appliances consumes a large number of manufacturers’ payment to open the store. Once the manufacturer is occupied, it will be more difficult to get away in the future.
. The tool preparation
has mastered the above knowledge, and the corresponding tools must be prepared below. They are distributed network distribution maps and “Visit Manual”. Secondly, it is necessary to bring stationery such as calculators, signature pens, double -sided glue, business cards, modification liquids, ring knives and nail machines. These tools are a good assistant for distribution.
The distribution map of the distribution network is a regional map distributed by home appliance terminal outlets, including large home appliance stores, department stores, large supermarkets, small appliances stores, etc., use various colors of strokes on the map to mark Essence Including the names of all sizes, obvious marks, etc. And the ABC grading of the store’s contribution is based on the sales contribution. The cumulative sales account for 40%of the large customers, from large to small, 20%are middle customers, less than 5%of small customers. Put 80%of time on AB customers who generate 80%profit.
“Interview Handbook”, including “Daily Customer Interview Plan Form”, “Replenishment of Integrity”, “Sales Introduction Information”, “Interview Report”, “Product Price Table”, and blank blank Paper. The content of the “Visiting Report” is the details of each visit to the terminal store, including terminal numbers, levels, sales of sales, store display, problems, similar products, and return conditions. To assess the work content of the salesperson and master the terminal information. Terminal information is an important basis for the implementation of marketing strategies.
. The depth distribution process
is ready to prepare the tools. Let’s start the day of depth distribution of salesmen.
8:30 Check whether the tools are available in uniform, and check the customer access plan form that day to prepare for departure. Customer access plans to vary according to the customer’s level.
It big customers: long -term stable possession, visit more than 2 times a week. Product display, neatly on the shelves, POP posters, sales rewards.
The customer: stable occupation, digging potential promotions, seizing shelves, constantly changing methods, increasing sales, more than once every week.
S small customers: purchase less, speed up, digestion, ensure product display, display, and promote the product window.
9:00 Enter the first home appliance store. Find your own product shelves. First of all, the salesperson checks the specifications of the company’s products on the shelves and records these distribution situations on the “Investment Replenishment Record”. If the product specifications have disconnected, the salesperson should recommend the specifications and quantities of the purchase personnel based on the situation. If there is dust in the shelves or goods, you should also take the initiative to wipe the cloth. Although this is not a matter of their own, but often do this, it can drive the diligence of those shopping guides who sell their products, and increase the customer’s favor for their products.
Secondly, the salesperson checks the retail price of these specifications to see if they are within the company’s proposed retail price. If the retail price is left to the manufacturer’s policy, you need to communicate with the person in charge of the terminal, inquire the reason, and propose a righteous protest to correct the prices of the terminal. If you can’t coordinate, you must notify the superior as soon as possible to let the superior come out to solve the problem.
Third, the salesperson checks the sales of terminal products to see if they have publicity materials and are placed in fascinating places. If you have a problem, you can choose a favorable location. When the terminal leader acquiesce, post your poster and hang your own flag. The most conspicuous place is where consumers are most likely to be seen. For example, the entry or receipt of the store. The person in charge of the terminal is generally lazy. If you work hard to hang the hanging flag on the roof, they are generally unwilling to climb up and take it off, and naturally they will win the favorable display space and time for us. If our own propaganda materials have cracks, we can immediately use the glue, scissors and other tools that we bring to stick it well to maintain the brand’s image at any time. In addition, you can make a place for the propaganda data of the competitors. The person in charge of the general terminal will not obstruct you.
Fourth, stand aside, watch how the shopping guides who watch their products welcome customers, introduce products with customers, how to communicate with customers, how to promote, how to fail. From this found that the problems in the salesperson’s sales explained one by one. When necessary, we must demonstrate themselves to let the shopping guide learn and sell knowledge from their own successful sales cases, and establish self -confidence in sales.
Fifth, talk to shopping guide to understand the recent preferences of consumers, what models are the best, which features are the most attractive, and so on. Not only should we talk to the shopping guide staff of their products, but also to talk to the shopping guide staff of competitors to understand the sales status of competitors, the characteristics of hot -selling models, and what kind of promotional reward policies for shopping guide personnel. There is an old salesperson who always brings some small gifts at a store every time. For example, the stockings that girls often wear, tied head ropes, etc., not only send them to their products, but also send them to competitors. Products shopping guide. Let the shopping guide staff like him very much, and he is willing to tell him the question. Therefore, his market intelligence is always the most comprehensive and informative.
The above steps are completed, and the salesman must complete the access report according to the visit. This is a very important step. Because these data and reports reflect the results and results of deep distribution representative access. And these data can be an important basis for home appliance companies to study market trends and seize product sales opportunities.
10: 00-17: 00 is visited in order.
17:30 Summarize today’s visit results and experience, report to the company’s relevant departments, and then formulate tomorrow’s visit plan.
In short, in -depth distribution allows entrepreneurial appliances to quickly import the market, quickly penetrate the market, and quickly adjust the product structure according to market requirements and consumer needs, making the product more suitable for consumers. In -depth distribution is a magic weapon for home appliance companies to control the market.
With the advent of the micro -profit era, the transparency of the market is getting higher and higher, and the format of department stores can no longer meet the requirements of large -scale sales of home appliances. In contrast, the chain supermarket of unified purchase and distribution can get a considerable high profits with a huge number of orders, and the operating costs are lower, and they are in a leading position in the competition. According to statistics, in Guangdong, the home appliance dealers with the leading home appliance sales are professional electrical appliance markets such as Haiyin, Gaotang, and Yifa; in Linyi, Shandong, there are also well -known markets in the country; in Ningbo, Zhejiang, two famous home appliance cities in Jiangdong and Chenghuang Temple in Zhejiang , All consisting of individual industrial and commercial households. As we all know, the competition in the Chinese home appliance industry is getting more and more intense, and it has even reached the level of fierceness. From the competition between companies in the world, it will eventually focus on the brand’s competition and sales network competition. For the sales of home appliance companies, the construction of the network is crucial. The development, construction, and management of the network itself are a continuous process, which mainly depends on two factors: First, the development and changes of manufacturers and social needs. With the changes in social supply and demand balance, the commodities have changed from the seller market to the buyer’s market, and the network development and construction of the enterprise should also be adjusted; the second is the changes in the circulation field of a specific market environment. In the past, there were no supermarkets and affordable markets. Now supermarkets have appeared, affordable malls have also available, and the circulation field has changed. Therefore, the design, development, and management of home appliance companies must also change accordingly. At present, the following changes have occurred in the field of households in my country: the traditional network of home appliance retail in large and medium -sized cities in the retail field of large and medium -sized cities is basically a large and medium -sized shopping mall in large and medium -sized shopping malls, but currently changes. According to relevant parties, the total retail sales of department stores are roughly about 70 %, and 30 % of them are dug away by emerging professional home appliances and various specialty stores. The development momentum of home appliances and home appliances in the country is very rapid. Although major cities across the country are different, in general, the development of home appliances and stores is a trend. In fact, in developed countries in Europe and the United States, most of the home appliance products are entered the user terminal by home appliance city, specialty stores, and chain supermarkets. Through the competition comparison of the following professional home appliance cities, specialty stores, and department stores, we can find that the decline of department stores and the rise of home appliances and stores are inevitable. In terms of varieties, operating costs, transportation, etc., department stores cannot be compared with professional home appliances and home appliances. The variety of home appliances of department stores does not have a complete professional market, operating costs are not as low as home appliances, and most of the department stores are located in the downtown. Most of the transportation and transportation services are not fast. The country is strongly launched the economy and implemented a moderate inflation policy. Employees in large shopping malls should increase salary and benefits and expand the expenses of management expenses. While rising operating costs, the price of home appliances has to be reduced, resulting in the continuous decline in the gross profit margin of home appliances. Moreover, the particularity of home appliances has made the business reputation advantage of department stores unable to play. Generally speaking, there is no counterfeit and shoddy in home appliances. The home appliance products sold by home appliances or stores are at the same starting point as the products sold by the department store “century -old store”. Since the after -sales service of home appliances is basically industrial enterprise It takes it yourself, so the service advantage of department stores is difficult to reflect. Department stores often have the restraint of their own historical illness, which makes it at a disadvantage in the competition of the two major networks. Therefore, the decline in the sales volume of department stores’ home appliances is not temporarily and accidental. Of course, department stores are not iron plates in competition. Some department stores participated in competition with positive attitudes, including the implementation of joint -stock systems, listing, joint ventures, and even entered home appliances or co -organized some specialty stores and chain stores with industrial enterprises. By expanding its scale and reducing operating costs, these have achieved good results. However, most department stores participate in competition with negative and conservative attitudes, either change the floor, or pass the loss to industrial enterprises, and a large amount of arrears and occupying the funds of industrial enterprises. First of all, the business function of department stores has degraded, causing talents to lose talents, and the operation team shrinks. Secondly, the relationship between industrial and commercial relations is destroyed. The passing crisis has caused the market and sales costs of industrial enterprises. Many industrial enterprises have developed new channels outside the traditional network, which has accelerated the decline of department store home appliance operations. In the retail outlets of the second, third, and fourth -level markets in the second, third, and fourth -level markets, have also changed dramatically in recent years, and the retail business of department stores operated by home appliances is worse. In terms of quantity, the home appliance business operated by department stores is about 30 %, and most of the other shares are divided by individual household appliances and home appliances markets. It shows that the retail terminal of the second, third, and fourth -level market retail terminals of Chinese home appliances has undergone fundamental changes. Individual households and professional markets have risen to the main body. Essence Traditional wholesale systems are mainly five diplomaticchers and department stores. As the individual household households and professional markets rose to the main body of retail terminals, the current wholesale households will be replaced by new wholesale systems. Second, the behavior of the retail terminal changes. It mainly includes: 1. Small scale and limited retail radius. Because our products are not rich in various specifications, such retail terminals are not easy to directly purchase goods from industrial enterprises, they need to distribute between different brands and different home appliances. 2. The profit motivation is enhanced, and the motivation of output value and sales is faded, so it is particularly sensitive to the price. The transaction method changes, often cash. 3. The way of communication changes. The behavior of the behavior of the retail terminal requires that our sales business personnel must adapt and adjust their behavior. Due to the changes in the retail terminal, the wholesale system has also led to the change of the wholesale system. This has proposed a new topic to home appliance companies, that is, what kind of wholesale channels the product enters tens of thousands of retail terminals through how the wholesale channels. At present, there are three types of wholesale networks in our country: 1. There are many wholesalers like a small number of wholesalers. This price advantage usually comes from the acceptance of industrial enterprises and industrial enterprise sales policies to industrial enterprises and industrial enterprises. Enterprise sales staff often give these large households in the urgency of increasing the money. These unbalanced large households often rely on large -scale profits, without stable distribution channels, which can easily cause product prices to chaos and cause unreasonable flow of goods, which causes small and medium customers to lose confidence and shrink the entire network. Under normal circumstances, home appliance companies should treat such large households. Of course, in a special period, these large households are also very helpful to the company. 2. There are many wholesale households such as small and medium -sized wholesale households, with obvious regional characteristics. Generally speaking, they have their own relatively stable distribution channels, and they can generally achieve sales. Generally speaking, these wholesalers are healthy and positive. They are new forces brought about by reform and opening up. They are new starting points and foundations for the development of China’s wholesale industry. Some of them exist independently, and some are parasitic in the home appliance city for convenience. These small and medium -sized wholesale households should be the focus of development. 3. Industrial enterprises directly enter the wholesale Roshida. The current implementation of two networks coexist. On the one hand, the introduction of traditional networks (department stores, large shopping malls); on the other hand, actively develop emerging networks. There are three benefits of this approach of Rongshida: first, there are new growth points outside the traditional network; second, it is conducive to directly grasping the information in the field of circulation; the third is to be able to contain traditional networks and control the control of traditional networks to control the control of traditional networks. Grasp in your own hands, adding weights to the traditional network negotiation. There are two points for network competition. One is the control of the network, and the other is the radiation power of the network. Without control, it is not your own network. In fact, most of the large home appliances groups around the world have also gone through similar development to developing retail and wholesale networks. Although there can be a variety of corporate operation methods, the basic principles cannot be changed. When developing and establishing the network by themselves, the following five principles should be mastered: first, the principle of independent operation and self -profit loss. Determine the self -support period for a period of time, and then ensure certain profits and cannot get a loss of money. The second is the principle of public competition. It cannot be tilted in terms of price and policy because it is established. The third is the principle of localization as much as possible. The fourth is the principle of zero -operation. Consider the selection of points to be comprehensive, such as retail radius, wholesale radius, area scope, etc., and actively develop chain stores and franchise stores to form a stable wholesale path. The fifth is to strengthen the principles of financial supervision and management. It is important to expand the construction of the marketing network, but financial supervision is also indispensable, otherwise it will lead to financial confusion. The competition of home appliance sales techniques The final concentration of competition in the brand and network is an inevitable law of competition in home appliance companies in various countries. Establishing a strong, high -efficiency and low -cost network, which is widely covered, controlled in its own hands. The important fulcrum of the survival and development of home appliance companies is that only by doing brand and network work well can home appliance companies have a lot of room for development and can enter the forefront of Chinese home appliance companies.
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