how to realize the whole process from zero to success for the regional business personnel of liquor enterprises is a process of self-cultivation as a qualified regional trader, which includes: firstly, from the arrangement of dealers in the region to the locking of prospective dealers, to the continuous follow-up and successful development, until a stable and harmonious manufacturer relationship is continuously established; Secondly, from studying the internal and external environment of the market and the competitive situation of the main competing products, to formulating the product strategy of this enterprise, to how to achieve terminal breakthrough of single products, and finally to upgrade the whole series structure; Thirdly, from formulating the channel strategy and channel expansion rhythm of this product, to how to break through the main target channels, to how to expand and coordinate the auxiliary channels, until the omni-channel coverage; Fourth, from how to achieve the market share of the products of this enterprise to the maximum influence of the brand. Fifth, how to reasonably coordinate and effectively allocate enterprise resources, dealer resources and even competing products resources to serve the market; Sixth, how to effectively establish an organizational structure system suitable for regional markets and product sales.
in this sense, the ability to lead a successful regional market is the process of continuous sublimation and fission of regional business personnel of liquor enterprises from zero to perfect competence as regional traders.
in the face of each unit of the regional market, how do regional traders play and structure like an expert, gradually internalize their own actions, form their own steps and rhythms, and make the regional market they are responsible for into a model of the enterprise and copy and paste it? We will tell you one by one from the following six parts.
the first step is to conduct serious and effective regional market research, because all success and strategy formulation are actually analyzed from serious and objective market adjustments.
"No investigation, no right to speak". Regional business personnel should know this truth. However, in actual work, frankly speaking, most people are not serious when doing research, some even don't do research at all, or the number of samples surveyed is not enough, which leads to the failure or inefficiency of all means in the regional market in the future, and "one step is wrong" until the products and even all brands of enterprises withdraw from the regional market. This is a sad reality and result. Since the investigation is to form our grasp of the internal and external environment of the whole regional market, the competitive situation and core elements of competing products, it must be conducted around the results and judgments to be formed. Market research is generally carried out from three directions: brand structure, channel structure and price system of competing products. Judging the trend through investigation, so as to formulate the overall marketing strategy of the company's products.
main contents of investigation
population, economy and market characteristics of the first target market
culture, folk customs, taboos and preferences of the second target market
channel structure and proportion of the third major competing product
brand structure and proportion of the fourth major competing product
price structure and proportion of the fifth major competing product
quantity and distribution of the sixth channel, Profit rate
the seventh major brand promotion and promotion method
the eighth major brand sales model and organizational structure
the ninth number and profile of local dealers
the tenth major media and communication content and form
Step 2, target the intended customers and continue to follow up until signing the contract.
Since 2112, the liquor industry has entered an era of focusing on the head, fighting for stocks and deep sinking of channels. The proliferation of homogeneous competing products and the reduced confidence of channels in accepting new products have made it more difficult to attract investment. At present, there are several common ways to attract investment: conference investment, telephone investment, exhibition investment, advertising and media investment, customer referral, friend introduction, and personnel promotion. Theoretically, as long as salespeople work hard enough, there is no market that cannot be developed.
eight steps of market development:
first, go to various types of sales terminals to investigate all suppliers of consumer goods in the market, mainly alcohol, food, FMCG and daily chemical, and list at least more than 111 dealers. In addition, we should also pay special attention to other industry suppliers that are compatible with various retail terminals (such as gas and disinfection tableware suppliers that are compatible with catering);
second, according to the results of the first step of market research, formulate a brand introduction plan that adapts to the target regional market and ensure that the plan can be implemented and feasible;
Third, first, make phone or WeChat visits to the list one by one, and initially screen out more than 31 customers who are interested in negotiation;
fourthly, conduct customer background investigation before negotiation around the locked target customers, so as to know yourself and yourself;
fifthly, conduct the first round of on-site negotiation on the locked target customers, sort out at least five target customers who can continue to follow up, and understand the actual situation and demand points of customers;
Sixth, modify the market plan for five prospective customers, formulate the strength and mode of policy investment suitable for customers' operation, and report it to the superior leaders for review, so as to win the support of the company's resources;
Seventh, conduct two rounds of negotiations with a sound market plan and a draft policy investment suitable for customers, and strive to collect deposits from 2-3 interested customers;
eighth, invite the strongest customers to visit the winery, negotiate or ask the leadership for assistance to realize the transaction.
if the above eight steps are strictly followed, there will be no untapped market.
third, multi-strategy formulation of regional market planning and expansion steps.
after successful negotiation, the most important thing is to formulate detailed market planning and listing plan to ensure the smooth listing of products. The strategy planning is mainly carried out from thirteen points:
The first point is the positioning strategy: enterprise positioning, distributor positioning and product positioning;
the second point is the target strategy. there are six targets: sales target, profit index, channel target, outlet target, team planning target and medium-and long-term planning. The goal is to achieve "five points" and "three haves". "Five points" means monthly, channel, product, customer and responsible person. "Three haves" means that the numbers are assessed, the process is supervised, and the results are rewarded and punished.
the third point is the competitive strategy: follow-up, suppression and monopoly. These three points should be formulated in stages by products.
the fourth point is product strategy: strategic core products, sales-oriented products, profit-oriented products, image products, auxiliary sales-oriented products, and staged sniper products.
The fifth point is price positioning strategy: dominant price, sub-dominant price and nurturing price.
The sixth point is regional planning strategy: opportunistic areas, key areas and model areas.
The seventh point is channel positioning strategy. Sales channels and image channels
The eighth point is the channel import strategy: what channels should be imported first, what channels should be done next and what channels should be done last
The ninth point is the network strategy: the number distribution planning of each channel, and the outlets that must be done
The tenth point is the communication strategy: content and products; Media selection, public relations events, main line and theme of promotion
The eleventh point is the organization allocation strategy: regional personnel, account managers, co-marketing personnel, promotion personnel and part-time personnel
The twelfth point is the expense budget strategy:
The thirteenth point is the node strategy: determine the time node for each work.
Step 4: Make full preparations for people, finance, materials and policies before the new product is listed in the regional market.
in Sun Tzu's Art of War, Sun Tzu said: Soldiers are the important events of the country, the place of death and life, and the way of survival, so we must not ignore them. Therefore, we should learn from five things, learn from them, and ask for their feelings: one is Tao, the other is heaven, the third is earth, the fourth is general, and the fifth is dharma.
Doing market paving is equivalent to a battle without smoke. Only under the full protection of human and financial policies can we realize the smooth progress of market paving, achieve our expected goals and lay a solid foundation for the later market operation. The following is a list of six preparations related to people, property and policies and procedures:
People:-dealer boss, who should pay attention to it from the consciousness and is mainly responsible for tackling key problems of core outlets;
-regional manager, responsible for policy formulation, training and write-off;
—— Dealer's business personnel, who are responsible for the implementation of specific actions
Finance: —— Fully guarantee and prepare products, promotional items and expenses under the condition of full calculation;
goods:-wine
-special car, which is mainly sold by car during the market, and will be available as soon as possible after the negotiation
-promotional products: exhibition stand/Yi Labao, product album, wine tasting, price tag
-"three treasures" (calculator, diary, business card) for business personnel
Policy: Make the price system table of each channel
-promotion: activity leaflet
-rebate: terminal agreement, order form
-support: door, advertisement, wine tasting, tasting meeting, display, tourism reward, etc.
Three certificates: product quality certificate, industrial business license and commodity circulation license
Mode: three meetings.
the core action of sales is to spread the market, which is the core link of sales. The specific implementation links can be described as ever-changing, and it is necessary to do a good job of "ten decisions" to realize the smooth progress of the market.
—— Appointed personnel: Before distributing goods, the sales personnel should be grouped and divided, and the sales personnel of manufacturers and dealers should be reasonably matched. The dealer boss should attend in person.
-determine the area: lock the target distribution area before distributing goods, and arrange the order from easy to difficult.
-route setting: lock the route of each distribution group, which is the best and scientific.
—Fixed time: Determine the distribution time suitable for different types of terminals. For example, the hotel had better do it during the closing time when its business is not busy.
—Fixed promotion: Plan different promotion activities for different types of terminals to ensure the smooth distribution of goods and reduce the difficulty of distribution.
-fixed language: different promotional words are set for different products, different terminals and different personnel.
-target setting: break down the target into every day, every group and every terminal.
-fixed display: after each terminal completes the distribution of goods, it is necessary to carry out the vivid construction of products in time.
-car booking: customers must be equipped with special cars for goods distribution.
—— Fixed assessment and incentive: In order to ensure the realization of the distribution goal, it is necessary to have an executable assessment goal for the distribution personnel, implement the reward and punishment mechanism, and at the same time, pay a certain fee to encourage excellent sales personnel.
step 6: product marketing.
moving sales is the purpose of all sales. Only by moving sales can the benign operation of outlets be realized. Moving sales is the purpose and the result, and all the processes are for moving sales. To put it simply, there are two major aspects. One is to make the terminal willing to sell, and the other is to make consumers willing to buy. Push and pull to achieve the two goals of selling and buying. Common push jobs are:
push jobs:
1. Display: physical display is the most original sales job. It has become the core weapon for sale and is constantly enriched and developed.
2. Training channel members: The transmission of product information to consumers depends on the enthusiasm and skills of channel members. Therefore, the training or communication of channel members is the full-time job of sales staff.
3. Increase profits
4. Secretly promote, communicate
5. Customer sentiment
6. Speech
7. Tasting
8. Customer association
9. Various exhibitions
11. Promotion-benefits
With the competition of liquor industry. Everyone says that Jiang Xiaobai is a youthful wine, and there are different opinions. But everyone ignores a basic fact. Jiang Xiaobai's terminal display is the most solid and standardized among all liquor enterprises. From this aspect, Jiang Xiaobai's good marketing has a great relationship with his great success in pushing.
La's work:
1. Consumer promotion activities: tourism, bottle cap award
2. Public relations activities
3. POP
4. Advertising
5. Event marketing
6. Industry sponsorship
Push-pull work is the main object of innovation and enrichment. Pull the job more and more difficult. General awards are less and less attractive to consumers, and public relations activities, especially interactive and participatory brand activities, have become popular activities for consumers. With the popularization of new retail and internet technologies, there are more and more new tools and methods such as community, IP, communication and scenarios, which put forward new requirements for regional traders.
the above six links are a closed loop of sales in a regional market, and they are indispensable. And with the change of marketing environment, marketing elements are further enriched and developed. But everything will remain the same. Leading a regional market from zero to success is actually a process of constantly completing new cycles, further strengthening advantages and filling shortcomings. Only systematic knowledge can solve the problem. Similarly, only salespeople who have experienced the whole closed loop of regional market can know which process has affected the result, and it is easy to review and correct.