The sales market of beverages is growing day by day, but at the same time, the competition is also increasing. How to provide better service through promotion, what do customers need and think? Next, I sorted out the skills of doing wine sales well. Welcome to check it out, I hope I can help you.
Skills of doing wine sales well
First, develop group buying channels.
If you want to make drinks, you must be a big customer, and the gift group purchase channel will always be the main source of big orders. There is a saying in the wine industry that the sales volume during holidays and other times of the year is 4: 6, which means that as long as you make good use of holidays to make group purchase orders for several enterprises, you can earn more than 40% of the annual income. Is it still difficult to develop group buying channels? If your wine brands are well-known, such as LU ZHOU LAO JIAO CO.,LTD, Wuliangye and Maotai, you can visit large local enterprises with wine, show some products in good faith at their annual meeting or major events, and slowly open your own group buying channels. For group buying channels, quantity is not required. As long as 1 company cooperates for a long time, it can form initial sales for you.
Second, focus on two main products.
It is forbidden to give customers too many kinds of choices when making drinks, so when making drinks, try to recommend no more than two drinks to customers. You can first come up with a good high-end wine product for customers to taste. Customers like it, but often feel that the price is too expensive. At this time, you can come up with a wine with high cost performance, good quality and affordable price, which is easy to impress customers.
Third, cultivate three core resources.
Dealers go to some alcohol competitions, and the question that companies often ask is "Do you have resources?" Want to make a good drink, you need some resources, mainly including the following three points.
First of all, of course, money. At least 200,000 yuan should be invested in brewing, because the unit price of wine is relatively high and the transportation cost is high. Therefore, franchisees not only need to purchase goods, but also need corresponding warehouses to store them. However, brewing also has the advantage of low risk, that is, the shelf life will be longer, especially the longer it is hidden, the higher its value, which is why many dealers are not worried that liquor cannot be sold.
The second is connections. Because the liquor industry is dominated by the group buying market, there are not many retails. Because liquor is often associated with parties, banquets and activities. Every time you buy it, it won't be a bottle or two, which has contributed to the fiery liquor group buying market. Knowing the purchasing directors of some large enterprises, including having certain political relations, is of great help to liquor sales.
The third is the channel. The so-called channel resources refer to the ability to spread products to terminals and enter some catering channels, which will be mainly discussed later.
Fourth, find four opinions.
Opinions are more important when making drinks. For example, what kind of wine do leaders like to drink, then what kind of wine do the following employees often send? For example, leaders in Beijing prefer to drink Beijing wine, so Beijing wine sells well in Beijing. The agent needs to find four convincing and well-known people in the local area or some circles and send them drinks. As long as you can drink it for a long time, the circle effect will get twice the result with half the effort, and even many people will come to buy wine.
5. Establish five benchmark model terminals.
Once upon a time, there was a famous owner of a cigarette hotel. His wine sold well. People came to buy wine from him in an endless stream. Someone asked him why. He said that he would always ask people who came to buy wine to compare prices in the supermarket opposite, and then sell the wine at a 50% discount in the supermarket. Everyone who buys wine thinks it's cheap. In fact, the wine in that supermarket was handed down by himself. Therefore, to be a liquor agent, we must build five well-known model docks within five kilometers of ourselves and sell our products inside. These terminals can be wine racks behind hotel counters, supermarkets or high-end clubs. Access to these channels can be achieved by paying advertising fees, which will drive the actual sales of beverages for agents.
Six, the development of six sales terminals
As long as the first five terminals are well-known in the local area, they don't care about sales, and these six terminals are the real running terminals, mainly concentrated in channels with a large demand for liquor, such as restaurants and wedding companies. The way of cooperation is to divide profits according to sales volume. The common ones are bottle opening fees in hotels, ultra-low discounts of wedding companies and customized services.
Seven, seven units of cooperation system
No matter what the enterprise is, the liquor dealers should form long-term cooperation and strong relationship with seven local units to ensure long-term interests, and they should interact with these seven core units to provide gifts during the Chinese New Year holidays.
Eight, hire eight tasting consultants.
Holding wine tasting is a good way to communicate and sell with customers. Because it is a dinner invitation, the invitation success rate is higher. At the tasting meeting, you can not only explain your liquor brand, development and history, but also explain the way and culture of tasting. At the same time, you must arrange a certain number of tasting consultants to meet with customers at the tasting meeting, understand their questions, guide them to taste, and interact with them in depth to convince customers of the career of tasting consultants. At the same time, you need to match the corresponding beauty waiters at the tasting meeting to create a wonderful scene and environment of "beauty+wine" for the agents. It is too extravagant for these tasting consultants to recruit themselves, and it will be a more affordable choice to establish leasing cooperation.
Negotiation skills of liquor sales
1, familiar with the target customers who sell their products.
These target customers should be classified into core customers, non-core customers, key customers and non-key customers. Customers can be divided into several categories, and according to what method, different strategies and methods should be adopted for different customer categories. The time and energy allocated to different types of customers are different.
2. Familiar with the product market.
How to subdivide the market, competitors, market capacity, geographical distribution of customers and time distribution of products, and short-term development trend of product market (development trend in the next 2-3 years).
3, product promotion should pay attention to methods and strategies.
Sales promotion is not blind and reckless, we should always sum up experience and constantly improve. Moreover, there is another characteristic of sales, that is, it is difficult at first and there is no way to start. As time goes on, it will gradually get better. Many business opportunities will be excavated from it. The process of sales is also the process of expanding interpersonal communication. Through this activity, the interpersonal network will be greatly expanded and the amount of information will be greatly increased. These interpersonal networks and market information will provide a lot of opportunities for further entrepreneurship.
4, sales promotion is not mandatory for customers, but to stand in the customer's point of view, to guide customers.
Customers sometimes value your service spirit more than your products. In reality, sales promotion is not completed at one time, and it often needs to communicate with customers many times. In communication, some sales promotion will fail and some will succeed. So make a reasonable choice. Some can give up, some should continue to work hard, some are short-term customers, some are temporarily unsuccessful, but as long as the relationship is good, there is hope of success for a long time, and we cannot give up. Understand the real needs of customers.
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