In the paving, I found that all the terminal customers are looking at which manufacturers have more prizes, they will consider entering the goods of the manufacturers with more prizes. Therefore, the terminal laying policy can quickly draw the distance between the product and the terminal. In the case of product homogenization, many terminals into the goods is not important to the enterprise's products, but the preferential policies attached to the laying of goods. For this point, in the product pressure warehouse stage, the enterprise cooperative dealers take the initiative, and according to the situation to give the terminal a certain amount of paving incentives, so as to pull the terminal store goods. If the incentives to be categorized according to the way, laying incentives there are many kinds of, such as quota incentives, incentives, account opening incentives, promotional products support, free products and so on. All are the first want to enter the store for the first condition of the press.
Second: easy before difficult
In the process of paving if the resistance is too great, to be good at combining the paving process to analyze and study, through the first paving pilot, to be at the end of the day so that all the manufacturers and distributors are together to summarize, such as: what types of terminals are easy to pave, which market areas are easy to pave, you can take the first easy after the difficult paving strategy to pave the way in paving channel Avoid competition. But be sure to pay attention to those terminals that will be ignored by everyone or continue to dig new terminal outlets, open up new sales channels. FMCG is generally more than one type of terminal, such as white wine with catering, tobacco hotels, supermarkets and convenience stores type of terminal point of sale, to combine the channel competition, in the pre-volume of terminals such as white wine catering terminals are more difficult to store, you can first consider from the convenience store and other small terminals point of sale into. In the city's center area paving resistance, you can consider paving from the urban perimeter, take the road of rural surrounded by cities. This is to be able to inspire morale, so that everyone is confident to deal with the more difficult to store the region.
Third: point to take the surface
Enterprises can concentrate resources, select key terminals and a regional breakthrough, through the demonstration effect of point to take the surface of the pavement. For example: the first start we have a big demand for the terminal to establish a benchmark, with their influence to the surrounding terminal penetration of the goods. You can also start a small area of some of the retail terminals, to establish the confidence of other terminals on the product sales, to achieve the point of starting to pull the surface of the laying purpose. Especially some townships, because as long as my company's products into a part of the store, some other stores will be corresponding to some goods. Because they also have concerns, but also afraid of other stores to steal business.
Fourth: Bundle driven
For new products to the market, in order to reduce the resistance of the new products listed in the pavement, you can also take the strategy of bundling driven by the best-selling products to drive the pavement of new products. The new products and best-selling products bundled together in the sale, the use of the original best-selling products to the terminal to bring goods sales, so that you can reduce the resistance of the new product distribution, so that the new product quickly arrived at the retail terminal, so as soon as possible to meet with consumers.
Fifth: consumer pull
If the resistance to paving is too great, we can also consider starting from the beginning of the consumer to start, directly on the terminal consumers to work, stimulate the enthusiasm of consumers to buy. As long as the start of the consumer, the terminal point of sale of the product has a good sale of the expected, they will hear the wind, asked to distribute the product, so that the resistance of the pavement will be greatly reduced. Specific ways to start the consumer can be through the community promotions on-site activities such as buying, for example, can communicate with the community near the key terminals refused to stock, on-site sales promotions in the community, in the sale can tell the consumer terminal information for sale, at the same time, the day's sales profits to the terminal all, through such activities to let the terminal to see that the product is very easy to sell, so that the terminal stocking ***.
Sixth
Sixth: lending lure
In the repeated store blocked, the enterprise can take the lending lure of the way to store, the enterprise sent someone to act as a customer to go to the terminal point of sale to inquire about their own products, and said that they would like to buy, ask a number of times, the shopkeeper will have an impression of the product, the feeling that the product should be good to sell, and then the sales staff to go to store it will not be difficult. For example, we have a terminal store to go several times are not into my company's products, said no one mentioned, so I'm afraid of bad sales. When we found him this problem, we also made some false impression accordingly, that is, our company's people to go to this store to consume, every time they are designated to drink my company's Longjiang home products, once or twice, for a long time, the store owner will take the initiative to call our business people, and take the initiative to ask to enter my company's products.
Seventh: to diligently move
Our business people in the paving will meet the terminal refused, then they lost confidence in the terminal, and each subsequent paving will not patronize the terminal. This is not right, the more so, the more we should do a good job of customer service. In laying goods, with the terminal of the customer relationship is ...... >>
Question 2: How do liquor salesmen do a good job selling ... Hello, I also do liquor business, also do catering low-end I think there is no shortcut, all legs run out of the communication with the boss is very important in fact, low-end wine is relatively easy when you communicate with the boss so that the boss has a sense of trust you have a wine to capture his heart to make him feel that he can make money, do not let him feel that you are from his pocket out of money, that would not work in the there is always go and the boss more communication
Slowly, always succeed in rejecting your customers for another time to go until he accepts it, do not go once in the not go
This is not work, I summarize the three points 1 to insist on 2 to be thick-skinned 3 to insist on thick-skinned believe that you can succeed!
Question 3: How to do a good job of selling white wine White wine success method
------ Sichuan Huafu White Wine Factory Cao Changping
"Ten years of daughter-in-law boiled into a grandmother" is a true picture of the life of women in ancient times, in the long ten years of suffering, in order to finally have a mother-in-law, you can The first thing you need to do is to get a good deal of money to pay for the work. Modern women will never do such a stupid thing, they can't spend ten years of their youth, it's too long. What can they do if they become grandmothers? Still not old and lack of vitality, not far from the end of life. Now do brand can learn from the ancient daughter-in-law ten years of torment perseverance, can learn from their determination to pursue the goal, but must not follow the way they suffer ten years.
At present, China's liquor market has entered a physical combat stage. From the planned economy to the market economy, from the orderly period into disorder. Every year, the two major events of China's liquor gathered many manufacturers to spend huge sums of money to participate in, most of the participants are hissing wildly: "China's famous brand", "famous liquor", "high-quality liquor "and so on. Visible pursuit of brand-name effect has become the majority of manufacturers *** with the same voice. Thus, the market began to emerge a variety of forms of advertising and fancy promotions: air, ground, sound and color, seize the store, indoor, outdoor, dynamic and static, a variety of forms, so that consumers are dazzled. A burst of activity down, a happy hundred worried, and even more immediately disappeared from the market. A part of the product is still struggling to find a silver lining. Thus, the enterprise spends a lot of money to hire marketing director physician, the whole hope is pinned on the physician. Undeniably, some physicians can indeed prescribe the right medicine, combined with the internal immunity and resistance of the enterprise, the market can return to normal. But there are a few physicians are not the right medicine, but a thousand, coupled with the physician's skills are not enough, even the internal organs of the human body are not clear, then, it is possible to cure the more serious, the disease of the bone marrow, it will have to be a major operation.
The author believes that the pursuit of brand-name effect is nothing to be ashamed of, but everything in the world has its own law of development. To make the new product really become a brand name in the minds of consumers, we must follow the important rules of the development of the brand name: (to the liquor market, for example)
First, first of all, to their own product positioning (brand positioning of liquor)
To consider the product is the core of the market to follow the type, or the leading type, is the challenge type or defensive type, there must be an accurate market positioning. If the product positioning for the leading type and challenge type, the enterprise must have a strong market operating strength, which includes financial resources, human resources and strong management measures. At the same time, must also have the ability to withstand market risks and peer pressure. Of course, if the enterprise really has the above capabilities, coupled with a distinctive personality, quality standards of the product, unique in the market, I believe that this product will soon form the expansion of the brand effect, while shortening the expansion of new products into the market period, a short period of time will be able to fire the brand up. If the positioning of the product for the following type and defensive, the enterprise needs to set up a strong market research department, internal and external packaging, wine taste, implementation of the price and life cycle, and provide timely access to the corporate headquarters in order to develop appropriate resource integration measures.
Second, looking for partners suitable for the development of the enterprise planning (liquor investment)
"Manufacturers of a" is a frequent conversation when the people's mantra, I think: to really do the manufacturers of a family in fact is not a difficult task, as long as to do: A, manufacturers to provide excellent quality, taste suitable, reasonably priced A, manufacturers to provide quality, taste suitable, reasonably priced products, while the plan to put on the market promotion, coupled with strong management and market maintenance, and with the help of the dealer's rich marketing experience and a sound network, then the product will be able to take root in the market, blossom and bear fruit. B, the dealer will be able to take full advantage of their own market for the expansion of the product market, with the manufacturers of the market promotion, the development of feasible market sales programs and ground promotional activities. I believe that such cooperation should be considered perfect. In fact, the key to the value of the manufacturer's products through the dealer's market operations to value-added, the dealer's business philosophy can be integrated into the manufacturer's production, so that cooperation can be a solid development. Of course, the current process of cooperation between manufacturers has many problems: the focus of the conflict is on the one hand, the lack of mutual trust between the two sides, the lack of conflict of interest in the lack of calm thinking, can not talk about the position of the other side to think about, most of them are based on emotion. On the other hand, individual manufacturers always want to take the initiative. Mutually always want to control each other, the result is that no one can control who. So as a manufacturer how to find suitable for the enterprise development plan of the dealer? First of all, before looking for dealers should first test the market, analyze the market competition and consumer standards and regional characteristics. At the same time, the dealers should also have an all-round understanding of their existing market conditions ...... >>
Question 4: How to do a good sales liquor salesman I. Three elements
1, your goal 2, to achieve the goal of the preparation of the "story"
3, visit the need for tools
Second, the basic structure
Looking for Customer - pre-visit preparation - contact stage - inquiry stage - listening stage -Presentation stage - Handling objections - Closing (conclusion) - Follow-up
(i) Finding customers
1, market research: according to the product and development purposes, to determine the scope of the research.
2, file construction:
Business considerations: (1) whether it can meet the requirements of the GSP; (2) business reputation assessment; (3) whether the operator's mindset is open; (4) the ability to channel coverage.
3, screening customers:
(1) firmly grasp the 80/20 rule; (2) choose the most suitable customers for the enterprise.
(B), pre-visit preparation
A, customer analysis
customer files (basic information, department, level of duty), purchase / use / visit records
such as visiting doctors: to understand their prescription habits such as visiting salesmen: to understand their recommendation habits, and their self-knowledge of the knowledge of the category
B, set the goal of the visit (SMART)
B, set the goal of the visit. SMART)
S-Specific (specific) M-Measurable (measurable) A-Achievement (can be accomplished)
R-Realistic ( T-Time bond (time period)
C, visit strategy (5W1H)
D, information and "Selling story"
E, dress and mental preparation
Sales preparation
A, Work B, Selling story
E, Dress and mental preparation
Sell preparation
S-Specific (Specific)
A, work B, psychological quasi
Familiarize yourself with the company's situation to do a full zhunbei
Familiarize yourself with the product situation clear goals, make a good plan
Understanding of the customer's situation to cultivate a high degree of ambition
Understanding of the market to develop the will of perseverance
Cultivate a high degree of self-belief
Develop a high degree of discipline
Cultivate a high level of Discipline
Murphy's Law
If there's a chance of something going wrong, it will. Things always fall out of reach
A cake dropped on the floor always has the creamy side facing the ground Some things always get worse the more they are explained
Be clear about who you are visiting: who do you visit on a sales call?
Doctors, pharmacists, business, administrative officials, retail pharmacies
1, the purpose of visiting the doctor
(1) to introduce the product; (2) to understand the competing products; (3) to establish a friendship ' (4) to expand the volume of prescriptions; (5) contact with the pharmacy
(6) clinical trials; (7) after-sales service
2, the elements of the visit to the doctor
The visit to the doctor is not only a visit to the doctor, but also a visit to the pharmacist. p> 2, visit the elements of the doctor
(1) self-confidence; (2) product knowledge; (3) sales techniques; (4) tools; (5) plan, purpose
3, visit the hospital pharmacy/retail pharmacy owner's purpose
(1) introduction of the product; (2) stocking; (3) check stock; (4) digestion of stock; (5) unlocking the relationship/channel; (6) (2) understand competitors' promotional methods; (3) inventory; (4) handling objections
(5) training product knowledge, sales techniques; (6) cash prizes or commission; (7) the placement of terminal promotional items
(8) communication to promote friendship
6, visit the customer
(1) to develop visit plans; (2) make good use of the time and place of visit to improve the efficiency of the visit; (3) to improve the efficiency of the visit; (4) to improve the efficiency of the visit. (2) make good use of the visit time and place to improve the efficiency of the visit; (3) make good use of the opening statement, leaving a good impression
(4) good at mastering the opportunity to visit again
(3) contact stage
A, the opening statement
easy to understand, concise, new, less repetitive, less say "I", more say "I", "you", "you", "you", "you", "you", "you", "you", "you", "you", and so on. "You", "your company"
Clever choice of greetings is key.
B, the way
open the door, praise, curious, warm (pleasantries), request
contact stage notes
A, cherish the first 6 seconds: the first time you meet the average person will have a preliminary impression of 6 seconds love at first sight love at first sight
B, the application of the eyes: to understand the etiquette of the eyes, pay attention to the focus of the eyes
B, the application of the eyes: to understand the etiquette of the eyes, attention to the eyes
C. Good start
Harmony, positivity, creating a theme, getting to the point, plenty of time
D. Difficulties that may be encountered
Lengthy, silent, negative, unclear purpose, bad experience, time constraints.
(D) Probing stage
What is PROBING
Probing, asking questions of the other person... >>
Question 5: white wine salesman do Wuhan do not know ah, wine is a fast moving consumer goods, as long as you channel on the track to do it easily, can not say how much money, a year of 200,000 no problem.
Question six: how to do a good job of liquor sales clerk to understand the liquor, have their own insights into the market and peers often communicate to take advantage of their own strengths and weaknesses they need to know how to tacitly cooperate with the company's leadership with their own hard work to prove everything
Question seven: liquor sales clerk good to do first familiarize themselves with someone to take the word very quickly, hospitality, good service, will say that point can be no one to take: their own printed business cards, service time with the guests familiar with the business card, the service time with the guests to familiarize themselves with the business card. The service is familiar with the guests and then ask for business cards, etc., often contact, friends of friends feel that you can in all aspects, then they will definitely support your field
Question 8: How is the sales of white wine now, is it good to sell? The market is difficult to do, the polarization is greater, good wine must be hard backstage to push, the general wine are playing a price war, the store to pave the way for your goods, always on guard against money and goods are empty, not good to do.
Problem nine: liquor salesman good to do No matter what the work, there are people feel good to do, there are people feel bad to do. The important thing is that you have no heart to do, there are some of their own advantages to do the job. Can you summarize some of the work experience, how to do more likely to succeed.
Question 10: I am doing liquor general agent, want to recruit a good salesman, how to open the salary Recruitment of sprinkler salesman