At present, for marketing workers, any marketing book can't be the Bible, but we can still find countless shortcuts and infinite wisdom in other people's marketing stories or marketing theories. After reading this article, you can find some inspiration when you feel tired and find the direction when you are at a loss at work. Enterprises always want to see salesmen create good performance in the shortest time after recruiting business personnel, and their mood is understandable. But for a novice entrepreneur, how can a new field open the market? How to contact customers step by step? Such things are at a loss for a novice to start a business. However, according to the survey, few enterprises in the society tell these business people how to open up the market step by step. As we all know, "A journey of a thousand miles begins with a single step. What's the right first step? This requires us to have the following awareness: the first step-the awareness that the business should have determines the mobility of business personnel. In order to save the cost of human resources, most enterprises rarely conduct standardized and practical training after recruiting new salesmen, but invariably choose the "mentoring method" (that is, old salesmen lead new business personnel), but many "masters" themselves do not have the ability to take "apprentices", which requires apprentices to have certain cognition and observation. 1, the consciousness of saying every word: carefully observe "some skills of the master in the process of communicating with the dealer, such as: according to the difference between new and old customers". How does the master greet the dealer after entering the door (what kind of opening remarks do new customers use and what kind of opening remarks do old customers use)? When the customer has an objection, "How did Master handle it? Even when making a toast at dinner, "What Master says" needs careful observation. In the process of observation, we should judge the effect according to the customer's reaction when Master said every sentence, and choose effective rhetoric for our direct reference. 2. Detail awareness: Pay attention to "every detail of the master's dealing with the dealer, such as how to hand over the business card (the order of handing over the business card when meeting many people? The correct way to hand in a business card is that the front of the business card should face the customer. How to put the customer's business card? How to say hello (how did you learn about the dealer's sales during the greeting? ), how to talk about purchasing goods, etc. 3. According to careful observation, consciously imitate the better working methods and means of the "master". Some good ways for dealers to make money and purchase goods, as well as the excellent style shown in the face of complaints from dealers. Step 2-Understand the relationship between manufacturers correctly Many people compare the relationship between manufacturers to "fish-water relationship", "love relationship" and "buddy relationship", which greatly misleads business people and is bound to shape some people into simple "microphones". This kind of business personnel only know how to read the manufacturer's sales policy to the dealers, and then truthfully feedback the opinions of the dealers to the leaders. Undoubtedly, such business personnel are obedient, but do enterprises need such business personnel? Others have become "social butterfly". In order to have a good relationship with dealers, they often hang out in karaoke bars, nightclubs, bars and other places. I thought it would be all right to have a good relationship with the dealer. Sometimes in order to win the favor of dealers, the interests of factories will be sacrificed. It is certainly a good thing to have a good relationship with dealers, but it is unacceptable for manufacturers to have a good relationship at the expense of their interests. What is the essence of vendor relationship? Let's take a look at several abnormal vendor relationships first, and then uncover the vendor relationship. 1. Several abnormal relationships between manufacturers 1, "Wang Ming brand: I think manufacturers and distributors are only buying and selling relationships. Before the end of the month, the business personnel always try their best to make the dealers press the goods, and the sales task is long live. As for distribution, that's the dealer's business. He can sell his goods anywhere he likes. Anyway, he has received the money, and the rest will be ignored. It is mainly the home appliance industry that can make business people have this idea; 2. "Chen Duxiu School": Just the opposite of the extreme "Wang Ming School"! It is believed that the relationship between manufacturers should be "the relationship between life and death, adversity and * * * *". For dealers, I can't wait to take out my heart, but as a result, I often "hurt my bones, Lacrimosa" because of the other party's "betrayal"; 3. "Partner loyalty: simplify the relationship between manufacturers to" partner loyalty ". If you think this dealer is good to you, you will shed your blood for the "buddy", regardless of the interests of the manufacturer, but protect the interests of the other party everywhere, giving him preferential treatment in gifts, special price machines, shopping guide settings, channel policies and so on. If you think a dealer is not "buddy" enough, you will look like a thousand miles away with a straight face, and even when the dealer wants to purchase goods, it is difficult to find traces. Second, unveil the relationship between manufacturers. In the relationship between manufacturers, dealers are most concerned about: higher profit guarantee (rebate level, whether unsalable products can be returned, advertising support, whether to make up for inventory products after price reduction, various promotional support, whether manufacturers can deal with problems in time, etc. ), larger regional agents, more favorable policies, etc. In the relationship between manufacturers, manufacturers are most concerned about: maximizing the profit of maximum sales volume and minimizing the cost of maximum sales volume (effectively reducing marketing costs through the good strength of dealers). Such as: strictly abide by the market norms formulated by the manufacturer, have great loyalty to the products of the operating company, have a mature network and strong distribution ability, implement various promotion policies of the manufacturer, and invest in selling the products of the company. Dealers pursue the most favorable sales policies of manufacturers, and manufacturers pursue the biggest support of dealers to open up markets, so as to reduce marketing costs. It is not difficult to see that dealers are the key for manufacturers to open local markets and the bridge between manufacturers and terminal markets. The relationship between dealers and manufacturers is a dialectical relationship that is both opposite and unified. Step 3-Develop the market effectively. Frequently asked questions in the process of developing new customers 1) What is the purpose of developing new customers? Is this a brand-new field? Or is a regional market not saturated enough and needs to open up new customers to expand market share? 2) Powerful dealers are unwilling to cooperate, and those who are willing to cooperate are not strong enough; 3) whether to choose the loyalty of dealers or the comprehensive strength of dealers, or how to take care of both; 4) What channels can be used to obtain the real and comprehensive information about the operating conditions of local distributors; 5) How to find a scientific method to judge the development value and potential of a network; 6) I don't know how to choose the one that suits me from several target objects; 7) How to deal with the relationship between newly developed customers and old customers of Heping Heng? To develop a new customer, the first thing we should do is to judge the business strength of the target customer, and how to make an effective judgment through our own eyes and mouth? Here is a preliminary method to judge the strength of dealers: second, the sales volume of home appliance stores. Take a look at the traffic environment at the entrance of this shopping mall, the number of parking at the entrance, the number of bus routes and the number of taxis. How can there be a large number of consumers in a branch in a traffic jam? Second, look at the home appliance booth after entering the door. How big is the home appliance sales area in the whole store? Put it neatly, is the prototype neat? Are there any publicity materials on display? Third, look at the product display and brand structure (* * * how many brands are displayed and how many big brands-K, H, M, etc. ; There are several small brands-T, A, etc. What is the location of each brand counter? How big is the area? )? How many people were there before the prototype demonstration? Fourth, look at the number of shopping guides (how many shopping guides are there? What is the mental outlook of the shopping guide? Are all brands stationed with shopping guides? )。 Ask while watching (in the process of chatting, do you know what the salary of the salesperson in this store is, and whether it is paid in time? )。 Look and observe (the flow of customers after entering the door, the flow of customers, the number of delivery vehicles, the frequency of entry and exit, etc.). ) )。 Third, the conventional way to open up new markets Usually, the way to open up new markets is achieved by wholesalers, business personnel themselves, and a mixture of the two methods. We mainly introduce the following two kinds? First, use the wholesaler network to open up the market: many salesmen go to a new market, and because they don't know the market, they usually sell through the distribution network of the third-and fourth-tier markets radiated by the first-class or second-class wholesalers. Advantages: it can temporarily ensure the relative stability of the original channel sales volume and the original channel structure, and save the human resource cost and distribution cost of manufacturers. Disadvantages: the maximum benefit of the channel is not brought into play, and it is easy to be contained by wholesalers when the market is in turmoil, which is not conducive to the monitoring of the channel; Because dealers protect their own profits, the market share of the company's products will stagnate. For a pure new brand to enter the market, the method of opening the market through the wholesaler network is generally adopted, which will usually effectively open the market in a short time. However, it is often found that when manufacturers want to expand the market, the retail terminal network is in the hands of wholesalers, and it is difficult for manufacturers to monitor the sales of dealers. For example, Yan Ying quickly entered the sales channel, not only through large wholesalers in various places as the general agent of the regional market, but also through the wholesaler network for market penetration. Although this form can gain market access in a short time, if the later management can't keep up, it will easily lead to out-of-control channels, and eventually it will end up as "success is Xiao He, failure is Xiao He". Second, open the market with your own strength: as soon as you arrive at the market, you are busy contacting local customers and talking about cooperation. Advantages: have a comprehensive understanding of the market in the area under their jurisdiction; Disadvantages: it may stimulate the interests of a link in the channel value chain (for example, the developed outlets are the sworn enemies of the original distributors), making the developed outlets unable to operate normally. It may delay the time for products to enter the market. For manufacturers, if this method is adopted, a lot of human resource costs will be invested. This method is generally adopted by mature brands and has the advantages of a large number of human resources, such as Kelon's method of developing third-and fourth-tier markets. The fourth step-steps and methods to effectively develop the market 1. The method of asking questions about the east and the west: when a business person arrives at a new place, he should first sincerely understand the local market situation from the dealers, at the same time understand the competitors of the dealers and fully understand the strength of each dealer. 2. Multi-party verification method: understand the local market situation, people's consumption habits, consumption levels, etc. Through various media, local people, and dealers in the industry they can know; 3. Focus on support and introduce competition: generally, a key distributor is set up in a county or major town in the third-and fourth-tier markets, and then the distributor radiates to other outlets. But business personnel should be "prepared with one heart and two hands". In addition to key distributors, it is necessary to train two backup distributors, which can not only introduce competition to let their key distributors play their potential, but also become chips to ensure the benign operation of the local market. Fourth, classify the dealers.