[China Glass Network] In the marketing era of "data theory heroes, performance success or failure", for the first-line market operators (hereinafter referred to as marketing personnel), sales performance is the main indicator for their assessment. However, due to short-term circulation channels, ambiguous claims, low market share, disconnected work, insufficient inventory, and poor after-sales service, the marketing staff's business volume (sales) declined. The phenomenon is not uncommon, and marketers are also a headache. From the experience of personal work, the author believes that a marketer must successfully do the following seven aspects in order to successfully prevent sales decline:
First, resolve conflicts and smooth sales channels
The sales channel is the sales channel, which is the channel for information flow and logistics. Wholesalers and retailers are the two major members of the sales chain. Pathmembers often have conflicts in sales policy decision-making, differences in sales targets, difficulty in information communication, inconsistent role positioning, and unclear division of responsibilities. These lead to high levels of resistance, tensions and even breaks in cooperation, that is, channel conflicts. . For example, a secondary agent will be dissatisfied because we provide advertising to its neighboring regional agents to support a larger or a certain product with a lower supply price; distributors in the A region do not implement pre-distribution agreements, etc. It is agreed that low-priced dumping or dumping will also cause dissatisfaction and anger among distributors in Area B. In order to avoid and resolve the conflict of channels, marketers should do the following: 1. Accurately locate products and formulate market-oriented channel promotion strategies, both to ensure that products can be smoothly distributed to consumers, and to avoid channels. Overlap waste and blank omissions. For the pharmaceutical industry, high-priced new special drugs are suitable for hospital channels, while low-priced non-prescription drugs are suitable for taking OTC pharmacy channels; 2. Investigating market conditions, adapting local conditions and adjusting distribution policies in a timely manner, Distributors from all over the world create a fair sales environment; with reasonable remuneration, strict system and innovative products, create a kind of “selling goods that do not dare to pick up the goods, dare to pick up the goods, not to pick up the goods, can pick up the goods And do not have to squander the marketing culture. 3. Marketers should seek a wholesaler, retailer and their own acceptable solutions to seek a path conflict by looking at the overall situation, weighing the pros and cons, objective and analytical skills, and superb interpersonal coordination, communication and negotiation skills. The harmonization of the solution and marketing cooperation, reduce the internal friction of channel friction, improve the efficiency of channel operation, and unravel the smooth sales channels, smoothly complete the distribution of products, the turnover of funds, the exchange of information and the delivery of services, for the performance Improve the foundation.
Second, do a good job of publicity and highlight unique sales points
The marketing of the new economic era is the contest of the speed, breadth and depth of information transmission. The era of “good wine is not afraid of the deep alley†is far from the past. We must do a good job in advertising and screaming and rushing for the market operation of the products, so as to improve the recognition and reputation of the products in the sales channels, highlight the selling points of the products, and get the introduction of the members of the channel. Why do advertising work? The reason is very simple, the products that are not advertised, the selling point and the unique craftsmanship are advanced, and it is difficult to be recognized and accepted by the consumers, that is, the end users. The products can only be “natured in the deep and ignorantâ€; the seller Even if the goods are purchased into the warehouse, the result is that the products are unsalable and backlogged because they are unattended, and at best they are “warehouse transferâ€.
When the Guangxuan work is carried out, we should keep two points in mind: 1. In terms of content, we should clearly identify the products, so as to highlight the selling points of the products, let the sellers and consumers know about the goods, know what they are, and know that they have What to do; otherwise, people will “unintelligibleâ€; 2. While competing for the “king of the king†of the central national media, and carrying out high-altitude advertising bombing, do not ignore the point-of-sale advertising of retail terminals, because The terminal is directly facing the consumer, which is where the sales end. The first-line store advertisements enable consumers to see the price, efficacy, performance, advantages, and service commitments of the products at a glance, and subtly play a role in inducing purchases.
Third, wide-ranging and thin harvest for possible sales opportunities
In the choice of the retailer, mainly the retailer, in addition to the “key fishingâ€, we must also “generate the netâ€, that is, in the selection of those who have good geographical location, high traffic volume and strong throughput. It is also necessary to appropriately supplement some sellers who have small performance but good reputation and many repeat customers to ensure the product distribution rate and the rate of the cabinet.
The distribution rate and the cabinet rate affect the market share of the products to some extent. Because different sizes of sellers, their sales network coverage is not the same, each has its relatively stable offline customer resources. One more seller, the sales network will be more than one supplement, the market will be less blank; the product will have one more sales opportunity.
Of course, in order to ensure the distribution rate, we can't “follow the food†when choosing a seller, but we must choose the best choices: First, the qualification screening is mainly based on whether the relevant licenses (tax registration certificate, business license, etc.) are Complete, whether it is a legitimate business unit; Secondly, in-depth understanding of its financial strength, business reputation and other in-depth information to peers, and strive to avoid bad debts.
Fourth, the push and pull combined with the sales score of the synchronization total score
In the modern circulation market, the business model of chain operation in the retail industry and agency distribution in the wholesale industry has basically taken shape. In the process of market operation, marketers usually sigh for such a phenomenon: after the goods are delivered to the head office (shop), they are delayed to deliver the branch, and the branch is not transferred. We feel that the waste of the continuously invested advertisements Unfortunately, the other side is anxious about the timing of the sale of goods without delay. Therefore, we must adopt a push-pull combination marketing strategy to ensure that the sales pace of the head office (store) and branch (store) is synchronized. 1. Adopt a push strategy: to introduce, publicize and promote the products that are distributed by the head office (store) in an all-round way, first let the operators of the head office (shop) know about this thing, know what it is, know its What is the use, that is, to promote the selling point and characteristics of the product, and to make it reasonable; secondly, let the operator know that the sale of this product can make up for the blank of its product structure, and secondly, it can bring rich profits and returns. To benefit. As long as the product enters the warehouse of the head office (shop), that is, the “source of living water†of this channel, so that it can meet the delivery requirements of its branches (stores) in time to ensure that the time of product sales is not lost. 2. The survey shows that the logistics methods of the general and branch companies (shops) are mostly “the store plan is built up, and the headquarters goods are matchedâ€, so it is necessary to go to the branch (shop) to “pull†and let them make plans for the headquarters. The key to doing this work is: First, use good publicity materials, do a tangible "hard packaging", attract customers' attention, and let consumers have basic information such as product name, specification, efficacy, retail price and so on. Understand and master, make it "want to buy"; Second, no matter what is also called the Sanbao Temple, and establish a solid emotional foundation with the salesperson of the branch (shop), do invisible "soft packaging", win the salesperson's goodwill, make it " "Want to sell", to talk about the credibility of the salesperson in the minds of consumers. Consumers want to buy, the salesperson is willing to sell, even if the point of sale is not in stock, the owner will take the initiative to submit the plan to the head office (shop) to request the distribution or suggest purchase. In this way, it avoids the phenomenon that “the river has a small river and the main store has no goods to storeâ€.
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