question 1: is it easy to sell liquor? First: rewards for distributing goods

When distributing goods, I found that all end customers were looking at which manufacturer had more prizes, so they would consider the goods from the manufacturer with more prizes. Therefore, the terminal distribution policy can quickly narrow the distance between products and terminals. In the case of product homogeneity, many terminal purchases value not the products of enterprises, but the preferential policies attached to the distribution of goods. In view of this, in the product warehouse pressing stage, the enterprise cooperates with the dealer to take the initiative to attack, and gives the terminal a certain reward for distributing goods according to the situation, thus stimulating the terminal store to purchase goods. If classified by reward methods, there are many kinds of goods distribution rewards, such as quota rewards, purchase rewards, account opening rewards, promotional products support, free products and so on. It is the first condition to want to enter the store and press the warehouse first.

second: easy before difficult

if there is too much resistance in the process of distributing goods, we should be good at analyzing and studying the process of distributing goods. Through the first trial of distributing goods, we should let all the personnel of manufacturers and distributors sum up together at the end of the day, such as: which types of terminals are easy to shop and which market areas are easy to shop, we can adopt the strategy of distributing goods first and then difficult to avoid competition in the distribution channels. But we must pay attention to those terminals that will be ignored by everyone or continue to explore new terminal outlets and open up new sales channels. FMCG products are generally various types of terminals, such as liquor outlets in restaurants, famous hotels, supermarkets and convenience stores. Considering the channel competition, when it is difficult to lay terminals with large volume in the early stage, such as liquor catering terminals, you can first consider entering from small terminal outlets such as convenience stores. When there is a great resistance to the distribution of goods in the central area of the city, we can consider starting to distribute goods around the city and taking the road of encircling the city from the countryside. Doing so can boost morale and strengthen everyone's confidence to deal with more difficult market areas.

third: point to area

enterprises can concentrate resources, select key terminals and a certain area to make breakthroughs, and spread goods from point to area through demonstration effect. For example, start the terminals that have great demand for us first to set a benchmark, and rely on their influence to infiltrate the surrounding terminals to distribute goods. You can also start some retail terminals in a small area first, establish the confidence of other terminals in selling products, and achieve the purpose of spreading goods by starting points. Especially in some towns and villages, because as long as our products enter some stores, other stores will enter some goods accordingly. Because they also have concerns and are afraid that other stores will grab business.

Fourth: Bundle-driven

When new products enter the market, in order to reduce the distribution resistance of new products, we can also adopt the strategy of bundle-driven, and promote the distribution of new products through best-selling products. New products and best-selling products are bundled together for sale, and the terminal of the original best-selling products is used to bring goods for sale, so that the resistance of new products to distribution can be reduced, and new products can reach the retail terminal quickly, so as to meet consumers as soon as possible.

Fifth: If the resistance to goods distribution is too great when consumers pull

, we can also consider starting with consumers and working directly on the end consumers to stimulate their purchasing enthusiasm. As long as consumers are activated, the terminal point of sale will have the expectation of selling the product well, and they will follow the wind and ask to distribute the product, so the resistance to distributing goods will be greatly reduced. The specific way to start consumers can be through activities such as community promotion, on-site buying and giving, etc. For example, you can communicate with key terminals that refuse to purchase goods near the community, and conduct on-site sales promotion activities in the community. During the sales, you can tell consumers that the terminal has sales information, and at the same time, the sales profit of the day belongs to the terminal. Through such activities, the terminal can see that the product is easy to move, so that the terminal can purchase goods.

Sixth: Entrustment

After the goods distribution is blocked for many times, the enterprise can adopt the method of Entrustment to distribute goods. The enterprise sends a special person as a customer to inquire about its products at various terminal sales points, and expresses that it wants to buy them. The more times it asks, the store will have an impression of this product and feel that it should sell well. At this time, it is not difficult for the sales staff to distribute goods again. For example, some of our terminal stores have been to our company for several times without entering our products, saying that no one has mentioned it, so they are afraid that it will not sell well. When we discovered his problem, we also made some false appearances accordingly, that is, people from our company went to this store to spend money, and every time they designated to drink our Longjiang Jiayuan products, once or twice. After a long time, the owner of the store would take the initiative to call our business staff and ask to enter our company's products.

Seventh: Be diligent

Our business people will encounter terminal rejection when distributing goods. At this time, they lose confidence in the terminal and will not patronize the terminal every time they distribute goods in the future. This is wrong, the more so, the more we should do a good job in customer service. When distributing goods, the customer relationship with the terminal is ... > >

Question 2: How do liquor salesmen do a good job in sales ... Hello, I also do liquor business, and I also do low-end catering. I don't think there are any shortcuts. It's very important to communicate with the boss. In fact, low-end wine is relatively easy for you to communicate with the boss, so that the boss can feel trusted. When there is wine in his heart, let him feel that he can make money. Don't let him think that you are taking money from his pocket. Yes, I often communicate with my boss.

Take your time and you will always be successful in rejecting your customer. Go another time until he accepts it. Don't go again.

This is not acceptable. I conclude at 3: 11, insist on 2 being thick-skinned and 3 being thick-skinned. I believe you can succeed!

Question 3: How to do a good job in selling liquor?

-Cao Changping, Hua Fu Liquor Factory, Sichuan

"Ten-year-old daughter-in-law becomes a woman" is a portrayal of the real life of ancient women, who have been suffering for a long decade, so that they can be dignified and powerful in the end. Modern women would never do such a foolish thing. It is impossible for them to spend ten years of their youth, which is too long. What can I do if I become a mother-in-law Still old-fashioned, lacking in vitality, not far from the end of life. Now we can learn from the perseverance of ancient daughter-in-law who suffered for ten years, and their determination to pursue their goals, but we must never follow their way of suffering for ten years.

At present, China liquor market has entered the hand-to-hand combat stage. From planned economy to market economy, from orderly period to disorderly state. Every year, many manufacturers spend huge sums of money to participate in the two major events of China Liquor, and most of the participants are screaming at the top of their lungs: "China Famous Brand", "Famous Liquor" and "Quality Liquor". It can be seen that the pursuit of famous brand effect has become the common aspiration of most manufacturers. As a result, a variety of advertising forms and pattern promotions have emerged in the market: air, ground, colorful, grab the store, indoor, outdoor, dynamic and static, and varied, which makes consumers dizzying. After a while, the family was happy and worried, and what's more, they immediately disappeared from the market. Some products are still struggling to get a chance. As a result, enterprises spend a lot of money to hire the chief marketing physician, and the whole hope is pinned on the doctor. There is no denying that some doctors can really prescribe the right medicine, and combined with the immunity and resistance within the enterprise, the market can return to normal. However, a few doctors do not prescribe the right medicine, but are the same. In addition, if doctors are not skilled enough and even the internal organs of the human body are not clear, the more serious the disease may be, and the bone marrow will be affected, and major surgery will be required.

the author believes that it is understandable to pursue the famous brand effect, but the changes of everything in the world have its development law. In order to make new products truly become famous brands in consumers' minds, we must follow the important rules of advancing the development of famous brands: (Take the liquor market as an example)

First, position our products (liquor brand positioning)

We must consider whether the products are following, leading, challenging or defensive in the market, and we must have an accurate market positioning. If the products are positioned as leading and challenging, enterprises must have strong market operation strength, including financial resources, manpower and strong management measures. At the same time, it must also have the ability to withstand market risks and peer pressure. Of course, if an enterprise really has the above capabilities, plus a product with distinctive personality and up-to-standard quality, it is unique in the market. I believe that this product will soon form the expansion of brand effect, shorten the expansion period of new products entering the market, and make the brand red in a short time. If the products are positioned as follow-up and defensive, enterprises need to set up a strong market research department, and provide the internal and external packaging, wine taste, execution price and life cycle to the enterprise headquarters in time so as to formulate corresponding resource integration measures.

second, to find a partner suitable for the development planning of this enterprise (liquor investment)

"one manufacturer" is the mantra that people often talk about. In my opinion, it is not difficult to truly make one manufacturer, as long as: a, manufacturers provide products with excellent quality, suitable taste and reasonable price, and put them on the market as planned, coupled with strong management and market maintenance, and with the help of rich dealers. B, dealers can fully use their own advantages to expand the product market, cooperate with manufacturers' marketing, and formulate feasible marketing plans and ground promotion activities. I believe that this kind of cooperation should be considered perfect. In fact, the key lies in that the product value of the manufacturer can be increased through the operation of the dealer market, and the business philosophy of the dealer can be integrated into the production of the manufacturer, so that the cooperation can develop steadily. Of course, at present, there are many problems in the process of cooperation between manufacturers: on the one hand, the focus of contradictions is the lack of mutual trust between the two sides, the lack of calm thinking in the event of conflicts of interest, and it is impossible to talk about changing positions and thinking for each other. Most of them are emotional. On the other hand, individual manufacturers always want to take the initiative. They always want to control each other, and as a result, no one can control anyone. So as a manufacturer, how to find a distributor suitable for the development plan of this enterprise? First of all, before looking for dealers, we should research the market and analyze the market competition, consumption level and regional characteristics. At the same time, dealers should also know their existing market conditions in an all-round way ... > >

Question 4: How to be a good liquor salesman? 1. Three elements

1. Your goal 2. The "story" 3. The tools needed for visiting

2. The basic structure

Finding customers-preparation before visiting-contact stage-inquiry stage-listening stage.

2. Archives construction:

Commercial considerations: (1) Whether it can meet the requirements of GSP; (2) business reputation evaluation; (3) whether the operator's thinking is open; (4) Channel coverage.

3. Screening customers:

(1) Firmly grasp the 81/21 rule; (2) Select the most suitable customers for the enterprise.

(2), preparation before the visit

A, customer analysis

customer files (basic information, departments, grades), purchase/use/visit records

If you visit a doctor, you should know his prescription habits, such as visiting a salesperson, you should know his recommendation habits. And their own understanding of this kind of knowledge

B, setting a visit goal (smart

s-specific (measurable) a-achievement

r-realistic (t-time bond)

C, Visit strategy (5W1H)

D, materials and "selling story"

e, dress and psychological standards

sales preparation

A, work b, psychological standards

be familiar with the company's situation, do a good job, zhunbei

be familiar with the product situation, and have a clear goal. Make a good plan

understand the customer's situation and cultivate a high degree of enterprise

understand the market situation and cultivate perseverance

cultivate a high degree of self-confidence

cultivate a high degree of discipline

Murphy's Law

If there is a possibility of making mistakes, they will make mistakes. Things always fall out of reach.

When cakes fall to the ground, there is always a creamy side. Some things are always worse and worse.

Make clear who you are visiting: Who are you visiting during the sales call?

doctors, pharmacists, business, administrative officials and retail pharmacies

1. Purpose of visiting doctors

(1) Introduce products; (2) Understand the competitive products; (3) establishing friendship' (4) expanding prescription quantity; (5) Contact with pharmacy

(6) Clinical trial; (7) After-sales service

2. Elements of visiting doctors

(1) Self-confidence; (2) product knowledge; (3) sales skills; (4) tools; (5) Plan and purpose

3. Purpose of visiting the owner of hospital pharmacy/retail pharmacy

(1) Introduce products; (2) purchase goods; (3) check the inventory; (4) Digesting inventory; (5) dredge the relationship/channel; (6) Competitive varieties

4. Purpose of visiting business

(1) Understanding the company; (2) promoting the purchase of goods; (3) check the inventory; (4) dunning; (5) competing products; (6) after-sales service

(7) maintain friendship; (8) Agreement

5. Purpose of visiting the salespersons in retail pharmacies

(1) Understanding the marketing situation; (2) Understand the promotion methods of competitors; (3) inventory; (4) handling objections

(5) training product knowledge and sales skills; (6) cash prizes or commissions; (7) Placement of terminal promotional materials

(8) Communicate feelings and enhance friendship

6. Visit customers

(1) Make a visit plan; (2) Make good use of the visit time and place to improve the visit efficiency; (3) Make good use of the opening remarks to leave a good impression

(4) Be good at grasping the opportunity to visit again

(3) Contact stage

A, opening remarks

Easy to understand, concise, innovative, less repetitive, less "I", more "you", and "your company"

Clever choice of greetings is crucial.

B. Ways

Straight to the point, praise, curiosity, enthusiasm (greeting), request

Precautions in the contact stage

A. Cherish the first 6 seconds: the average person will have an initial impression within 6 seconds of meeting for the first time. Love at first sight is heartless

B,