POS machine sales how to do the market? Here's a small series to tell you a few points.
First, the product is refined
The product is refined, that is to say, to make the product the best in the industry, this product concept refers to the product's hardware and software, respectively. Hardware refers to the product's design, performance, efficacy and appearance are better than similar products, this is a hardware indicator of product success in the market; and product software refers to the moment the product is in contact with consumers Is all the product information passed to the consumer accurate and urgent? If it belongs to the first new product launched in the industry, is your sales concept exactly what the consumer needs? If there are many similar products in the industry, Can your product provide the most unique and highest quality information awareness?
“Knife Product Strategy†is a kind of planning method that is specifically aimed at enhancing product power. Its role is that companies do not invest in any advertisement transmission cost, and they rely on the attractiveness of the product itself to form automatic sales on the terminal shelves. One of the core principles that must be met to get your product to this level is that your product must have a unique concept of quality awareness when compared to similar products, and this concept has its own unique firewall features. Opponents dare not imitate, and thus become a new product quality category that your exclusive creation, or the highest quality standard in the industry.
Second, the channel to do fine
If we say that the product can be refined, it can basically be done by its own research and development capabilities, production capacity, and planning ability. Then it is not so simple to make channels. After all, this is not just the ability of one party, but It may not be impossible. First of all, if your product has the characteristics of a sharp knife product, it will intrinsically appeal to channel distributors. In the marketing characteristics of China, usually a product will be considered by the distributor as long as it is liked by the distributor. It was half successful.
We still talk about how we can make the channel perfect
I think that this issue should involve three aspects. One is how to let distributors know that you have such excellent sharp knife products; the other is how to dispel their dependence on advertising. Third is how to quickly distribute products to terminals. In general, if you can achieve these three issues to the extreme, basically you can wait for the net income.
1 Investment - Let more dealers help you sell products
An ironclad principle of marketing: If you want to sell your products well, you must first have enough people to help you sell the products. This is an inevitable hardware for increasing channels. Check if your channel has enough density. If it is a new product investment, it is even more necessary to find ways to attract more dealers to represent. For example, a relatively specialized dealer may be selected according to the terminal form, and an appropriate distributor may be selected according to the area.
There are many ways of attracting investment, but the real money-saving and practical operation is the recruitment of personnel. As long as good investment personnel are trained and sharp-edged products are planned, it is not difficult to find more dealers.
2 Management - Keeping Channels Healthy
This problem can be divided into two steps: Under the premise of ensuring that the channels are as flat and full as possible, enterprises must strictly and professionally manage the channels. First of all, it is necessary to allocate sufficient distribution power for dealers to help distributors manage distribution and channels; Secondly, through the large-scale recruitment of distributors, there will naturally be good and bad phenomena, so after a period of operation, it can be seen which dealers have the strength and loyalty in the channels, and which are two-intentioned, so that the channels can be implemented. The deletion will encourage the channel to maintain healthy vitality.
3 Terminals - Real Kung Fu
Many companies or distributors have spent a great deal of effort to put their products into various sales terminals. Some of them have even entered products into large-scale KA stores. However, the ultimate terminal performance is not satisfactory. The main reason is the lack of Terminal management. Terminal shelves are like battle positions. You can not have aircraft cannons (advertising promotions), but you must have sharp bayonets (good products) and the ability to hold your position (terminal management). Sticking to your position is the product's prominent display on the terminal. POP data, if it is an important position, even has to send professional sales personnel to attract consumers at the terminal.
4 Team - Guarantee for completing the task of the channel
Since companies don't have much money or have no money to invest in advertising, then many things need to be done by the people. This person refers to our sales elite. I have always believed that there are no sales geniuses in the world. Only those who know and master the rules of sales, since sales are regular (communicative), then all marketing personnel are trained to understand and fully grasp the laws of sales, and thus become sales genius team instead of personal.
Mastering the law of sales means that the entire sales process of the marketing staff must be designed and strictly trained. Since the key to sales is communication, language is the key to communication.
By tracking the sales habits of the best sales people, the best parts are refined, unwanted or hampered parts are removed, making them the most efficient essence, and then gene copying. This project will take about a month or so to complete.
5 template - the first principle of the regional market
One of the most important channels for doing precision is the method of in-depth distribution. In-depth distribution focuses on concentrating the limited resources of a company to a minimum point. This is also true for the market. The small-scale resources of the company are limited, even though the national market is selling. , but key or base areas are also necessary.
In order to expand the influence of the company and create a source of information for viral marketing, companies can choose a smaller market, such as a prefecture-level market, a county-level market and even a smaller regional market, and then devote all their energies and resources. Putting it in, it will be the first to have sales force and influence in this regional market. This will not only explore successful distribution methods for other regional distributors, but also extend the regional influence to the whole country.
Third, the information to do fine
The information described here is fine, but it is also part of the dissemination, but it does not refer to hard advertising, but some low-cost dissemination within its capabilities. Even if the company does not have the money to invest in advertising, it should also make full use of all the available resources to transfer its good product information to target customers as soon as possible, such as using websites, blogs, Weibo, Wechat, etc., to edit accurate product information into The time-honored story-like soft essay for viral proliferation can also give a certain promotion to the company's product sales. The key here is how your information should be edited. This again goes back to what was said earlier if your product has The concept of quality awareness, then you can easily find the source of product information to attract customers; if you understand your target customers, then you can easily edit the product information into the information body that the customer likes to accept, and everything goes well.
No matter how the market environment changes, but the essence of marketing will not change, that is, the quality of the product itself and the convenience of the customer to buy, as long as you master this, and then try to do a good job around these two objectives, the market It is also up.
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