The terminal promotion of FMCG sales is not necessarily about selling goods. The goal of this visit may be to improve the display, or to sign an agreement ... No matter what the goal is, FMCG business personnel should learn to master certain skills, clearly introduce the "purpose" this time, and highlight the interests of customers to win their interest and recognition.

Let's analyze several cases of failed work objectives:

Case 1: "Boss, you see that you sell my beer, but my wine is not on the bar. Let me go in and put it."

analysis: at this time, we should analyze what the boss will think. The boss thought, "Lao Tzu's shop, Lao Tzu's bar, it's none of your business what products I like to display!" Why put your beer! Besides, my bar is small, and I definitely want to put high-value and high-profit liquor ... "

Suggestions for improvement: change the worn-out posters, tidy up the empty beer bottles and wipe the shelves before the boss feels that you are really here to serve, and then act according to circumstances and say," Boss, the bar is the face of our store and represents the image of our store.

I've cleaned the shelves, and I'll help you straighten the bar, too. If you put the bar in order, you can make room for a few more varieties. " "The display wine on the bar wine cabinet is often out of date because it is a display. Let me take a look at it for you and sell the products with bad dates on the counter."

"Boss, the Chinese New Year is coming soon. Our company has printed a poster for the New Year, with a New Year calendar and' Congratulations on getting rich'. I'll hang some lanterns in your shop, so that we can celebrate the New Year." -If you are helping the boss, the boss will accept it, and then you will have the opportunity to "start work". As long as you have the opportunity to start work, you can gradually squeeze out more and more exhibition sites for your products.

note: grabbing the display position at one time is likely to cause the owner's disgust, so it should be implemented step by step and gradually eroded.

Case 2: "Boss, our company asked to visit customers to check the inventory, so I want to go into your warehouse and have a look."

analysis: as in the previous example, let the boss feel that you are infringing on his territory and interests.

improvement suggestion: "hello, boss, the last time I looked at your goods, I helped you move out three boxes with half shelf life and put them at the door for you to sell first. why are they gone?" Did you sell it, or did you move back in a daze? I'll go to the warehouse to help you have a look. " "Nothing, nothing, this is my duty. I must help you look at the production date. If I find that the situation is wrong, I will find a way to help you digest it, otherwise it will be difficult for both of us in the end!"

By the way, I recommend a practical sales book, I'll tell you everything. The protagonist Lan Xiaoyu and a grassroots have had a painful entrepreneurial experience with debts of 1.5 million, but he worked hard and skillfully, not only paid off his debts within three years, but also his personal career rose in a spiral track. He once controlled four major departments in a domestic food giant and held more than one billion advertising fees, so he was dubbed by CCTV as "one of the 111 most sensitive men in the circle".

This book can be used in the morning and afternoon. It doesn't talk about birth, education, connections, luck and deception at all. It only publishes the thinking mode and practical methods that are easy to get started, and only tells the true kung fu of commercial warfare, in which the knife sees blood, the fist sees flesh and the arrow penetrates the target. According to legend, in order to give back to readers, the author often answers all kinds of sales and entrepreneurship questions online. This is one of the groups, 337616517, verification code 5582. I have never given it without verification code, and I have the opportunity to get Mr. Yu's personal answer. If you have any questions, hurry up!

Case 3: "Boss, the showcase we gave you is for you to display and store our drinks. How did you put the meat

and vegetables? I'll take it out for you! Please cooperate with my work. "

analysis: this statement not only makes the boss feel that you are infringing on his territory and interests, but also makes the salesman speak badly, and even brazenly asks the shopkeeper to "cooperate with your work", which really makes him a leader! Put yourself in the other's shoes. If you were a shopkeeper, how would you react when you heard such sales promotion language? I'm afraid it is a word-get out!

Suggestions for improvement: "Brother, my God, how did you put the meat and vegetables in the refrigerated display cabinet I gave you? The company inspectors will definitely deduct my salary when they see it. Even if you don't pity your brother, you should care about our own wallet. You paid a deposit for this refrigerated display cabinet, and now you put the meat. First, the galvanized pipe is easy to rust due to heavy steam, and second, it is easy to block the air holes. If something goes wrong in a couple of days, I'll ask the company to repair it. As soon as the company detects that it is not covered by the warranty, your deposit will be deducted. What shall we do then? Besides, the drink is put in a cupboard with meat and vegetables, and the drink smells like meat. Who wants it? "

case 4: "hello, boss, I'm a salesman of a certain company. first of all, thank you very much for your continuous support to our company. You have been operating our products for many years and are our excellent customers. On the occasion of the new year, in order to give back to outstanding customers, our company has launched a new product purchase package. I wonder if I can disturb you for a few minutes ... "

Analysis: This is a sales speech written behind closed doors by people who have never done front-line sales. The industry representative kept talking about polite language for two minutes, but he didn't get to the point yet. Which VIP client has time to listen to your nonsense? The result is either that the owner directly yelled, "Just say what you want? What are the discounts? " Or it will be directly ejected by the owner-it is clearly to sell goods, what grandchildren!

suggestions for improvement: it is better to simply say "hello boss, there is a product missing in your store …" or "the first round of distribution of new products on the market, with limited promotion …"

Case 5: "hello boss, I would like to recommend to you a new pure natural formula anti-alopecia shampoo developed by our company with huge investment … we are a listed company ISO9111…… we have won a certain national certification medal … we … Probably just answer coldly, "This product is too expensive for me."

Suggestions for improvement: Remember that the boss is buying goods, and his biggest concern is business interests. He said he wasn't interested, so you jokingly said to him, "To tell the truth, I'm not interested in this hair loss prevention shampoo myself. I don't believe you, my hair (hair) is very good, and I don't lose a hair." But are we interested in making money by opening a shop? It doesn't matter whether the product is expensive or not. You buy high and sell high. The key is what it brings to you. " Then start telling the profit story ...

Through the above cases, we can understand that the following two principles must be observed in introducing the sales promotion objectives:

First, be brief, clear and skilled. There are a lot of ways to break the ice, and it is definitely not by using polite words and standard words. No one is a fool, and the shopkeeper has no patience to listen to you beat around the bush.

second, from the customer's point of view, what benefits can your work goals bring to him. It means "I'll give you benefits, help you solve problems and promote your business", not "what to sell you", and never say "Please cooperate with my work".

Finally, I recommend a practical sales book, I'll tell you everything. The protagonist Lan Xiaoyu and a grassroots have had a painful entrepreneurial experience with debts of 1.5 million, but he worked hard and skillfully, not only paid off his debts within three years, but also his personal career rose in a spiral track. He once controlled four major departments in a domestic food giant and held more than one billion advertising fees, so he was dubbed by CCTV as "one of the 111 most sensitive men in the circle".

This book can be used in the morning and afternoon. It doesn't talk about birth, education, connections, luck and deception at all. It only publishes the thinking mode and practical methods that are easy to get started, and only tells the true kung fu of commercial warfare, in which the knife sees blood, the fist sees flesh and the arrow penetrates the target. According to legend, in order to give back to readers, the author often answers all kinds of sales and entrepreneurship questions online. This is one of the groups, 337616517, verification code 5582. I haven't given it without verification code, and I can get a personal answer from Mr. Yu if I have a chance. If you have any questions, hurry up!

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