Shop promotion scheme model: 1 1. Decomposition of marketing integral target: decompose monthly integral target, and decompose integral completion target to every day.
2. Make an integral achievement plan: define the integral completed in marketing every day, and learn and summarize marketing skills.
3. Train your own marketing skills, summarize marketing methods, and cultivate active marketing awareness and habits.
4. Make full use of the company's marketing resources, get marketing support, solve marketing confusion and complete marketing points.
5. Every customer received by the front desk clerk should introduce five kinds of marketing business; Voice service; Data service; Pre-stored phone bills to send gifts; Mobile phone marketing business; Broadband promotion service.
6. Every customer should take the initiative to ask, actively explore, actively promote and deeply market.
7. Desk marketing skills of salesmen:? Looking forward to it? Marketing law. Hope: age, clothing bag, mobile phone behavior with shoes on; According to the customer's eyes, appearance, clothing? Judge the customer's habits, living environment and communication style. Smell: simple communication, expression of words; Listen to customer feedback and feel the customer's status. Q: Basic customer information, simple requirements; Ask what? How to ask? Ask for guidance Cut-in: according to the customer's purpose, demand, interest and purchasing power, finally confirm the mobile phone that the customer needs, and cut in to convince.
8. Marketing cut-in skills of the front desk assistant: I see that your monthly consumption is quite high? I see your mobile phone has an online record? I see you know a lot about local numbers. I see you have a roaming record outside the area? I see you use a lot of mobile phones? I see you are an old customer of our mobile? Do you have a mobile phone replacement card?
9. Desk marketing skills of sales staff:? Look up words and observe design? Marketing law. Check: inquire about the user's tariff structure and say: inquire about the user's historical consumption. Viewpoint: Observe and judge the consumption characteristics of users. Design: design products that meet the needs of users.
10. The golden question for salespeople to tap customers' needs: What business should they handle? Do you have a lot of phone bills every month? Do you make more long-distance calls or local calls? Excuse me, do you use your mobile phone to surf the Internet? Do you know your monthly telephone bill? Excuse me, did you participate in the promotion of mobile terminal? Excuse me, do you use your mobile phone to surf the Internet? Do you know your monthly telephone bill? Excuse me, did you participate in the promotion of mobile terminal? How long have you been using this mobile phone? Want to buy a new mobile phone recently? Do you usually use your mobile phone to surf the Internet? Did you forget to join Huinong? Have you handled ten thousand yuan? Excuse me, have you ever used your mobile phone to surf the Internet? Excuse me, do you take part in the activity of saving money to send washing powder?
1 1. Sales staff's skills in persuading customers to handle business: accounting comparison method, conformity suggestion method, benefit summary method and scenario description method.
12. Sharing successful marketing experience of sales staff: asking more questions, listening more, observing more and digging deeper; The harder you work, the better your luck and the more opportunities you have. Actively follow up and explore customer needs; Cherish every opportunity and seize every customer; Act quickly and seize the opportunity; Active marketing, actively looking for marketing selling points; Actively follow up and dig deep into customer needs; Find marketing selling points, understand the characteristics of products, and improve their professional quality.
Model Shop Promotion Scheme Part II: Sales Demonstration
The poor sales performance of a single store affects the overall atmosphere of the store, weakens the morale of the clerk and cannot unite the centripetal force of the clerk. As a result, the store's work regulations are out of binding, and the systematic marketing planning and implementation cannot be put in place, thus making the clerk's direction vague and his work attitude negative.
Therefore, we should integrate all the favorable resources of individual stores and readjust their positioning in the regional market. Starting from a new direction, promote the new changes in the sales concept of salespeople. Use new sales models and skills to stimulate their inner interest in sales and develop good sales habits. Thereby driving their mobility in the store and inspiring their fighting spirit. Through our successful sales methods, we will create a positive, relaxed, cheerful and energetic atmosphere in the store. Let our shop assistants have a sense of honor and belonging to our store, and enhance the centripetal force of every employee in our store to the extreme.
Then the poor sales performance is mainly due to the following points: unprofessional and immature sales skills, uncharacteristic service content and unscientific marketing planning. In that case, I will take the first step to change the sales concept of our shop assistants. If you want to change a person, you must first conquer her psychologically. If you want to change a person's bad habits, you must guide her with good habits. To sum up, if you want her to learn from you, you must prove to her that what she has learned will be useful.
Then, if I want to prove that this set of sales is useful, my method is to demonstrate and prove that the idea I brought is correct with my own hands, rather than just instilling it with my mouth. Show that the shop assistants fully agree, and then train them systematically. Only when they agree with your method in their hearts will they devote themselves to this learning activity.
Second, sales training.
All the contents of sales training are to test a result after the sales demonstration. Let's discuss the cases we encountered in the sales presentation. Because everyone is a participant in the whole sales demonstration process, everyone has a deep understanding of all the details. So this is not so much training as discussion. Plan the good side for the system and summarize the bad side. Through the repeated training and review of our shop assistants, our sales skills will mature step by step, and then this mature sales experience will be gradually extended to other stores. We can also cultivate a positive atmosphere in our company, and also find a direction for our company to establish a training method that belongs to us in the future.
Third, the atmosphere of the store.
The atmosphere of a store affects the mentality of employees. Even with mature and professional sales skills in hand and without a good, relaxed and pleasant store atmosphere, our employees will not get an ultimate performance. To form a vivid atmosphere in the store, we must first know how to mobilize all the enthusiasm of employees. Then if we want to arouse their enthusiasm, we must establish a good communication and interaction relationship. Find out the advantages and disadvantages of shop assistants, understand their preferences, and put them in their favorite positions as we think fit. Let them regard work as a hobby. Think of the store as a playground, so that we can devote all our energy to the construction of our store. Let the clerk and the clerk, the clerk and the store manager establish true feelings of mutual sincerity, mutual respect and mutual concern. Let all our shop assistants have a strong sense of belonging and spontaneous intention to our store; Build their own home, not just one person's home. In such an in-store atmosphere, customers will be more willing to come to our store by themselves.
Fourth, motivate employees.
Through our successful sales demonstration, a good shopping mall atmosphere has been established. Then at this time, we will help them plan a better tomorrow. Let them agree with our sales model and feel the atmosphere of our store. If they feel relaxed, happy, honored and confident in their work, they will firmly believe that the dream we planned for her can be realized. We should make it clear to all employees that we are not a simple store. We are a company with its own corporate culture and lofty aspirations. A big family full of touching happiness, youthful vitality and unlimited opportunities. We are not ordinary shop assistants, we are talents of a company, and we are the power for the company to go higher and further in the future.
The implementation of the verb (verb abbreviation) ordinance
Each store has its own work regulations, but if the above conditions are not met, the implementation of any regulations cannot be realized. Without good sales performance, the clerk will not get a good job reward. Without a good job return, then this job is not attractive to shop assistants. I think a person is faced with a job like chicken ribs, which is tasteless to eat and a pity to abandon, but at the same time he has to face some baskets. This will not only restrain the clerk, but will make them repel and even resist from the heart. Not to mention the loyalty of the clerk to the store. This is not to say that you don't need the rules of the store. Without a reasonable regulation, the working order of the store cannot be guaranteed. What I want to say is that the implementation of the regulations is closely related to the success or failure of the store. If our store gives them a direction of life, a positive attitude and a good economic income, then the binding force of the rules and regulations formulated by our store will appear at this time. Let them get their sense of accomplishment from the success of the store, then our regulations will be more dignified and firm.
The key for a hardware company to achieve lasting brand survival and long-term development lies in shaping brand growth genes, starting with concepts, values and behavior patterns, and injecting strong brand development concepts into the sales system, including sales teams and distributors. Summarized in simple language is: thinking first, spreading ideas and unifying values; Brand management, abandon impetuousness and shape loyalty; Exclusive agency and sales in the region to maintain market stability; Building networks, purifying channels and strengthening service functions; Manage with care, pay full attention to and develop strategic partners; System support and link control ensure the successful operation of the store.
First, how to upgrade a hardware?
Market promotion is a continuous, complex and systematic work, which needs continuous improvement. Only by doing a good job in promotion and promoting the standardization, normalization and sustained growth of dealer sales can we lay a good foundation for the development of a hardware brand. Do the promotion work personnel generally have to do the following work, in order to make the promotion work effective:
1, prompting dealers to take * * hardware as their business core.
Whether a region can be done well depends first on the dealer's distribution mentality. The good mentality of dealers in brand management comes from: * * clear brand operation ideas; A relatively complete product system; Strict and standardized market management means; Effectively support dealers to operate the market; Efficiency and seriousness of the company's overall cooperation; The ability, diligence and methods of the company's market operators; So this is a compound problem. When our business personnel arrive in a region, they should first examine the positive effect of the corresponding support provided by the company on the dealer's operation and accurately judge the dealer's operating mentality. Then, on the basis of a certain understanding of the local market, fully communicate with the dealers and carry out the work. This will make dealers feel that we are prepared, in order to enhance regional sales ability, gain greater profits and development space, and work for dealers. In this way, by positioning their roles, analyzing the problems faced by dealers, and grasping how to do a good job in sales in this area as a whole, it is possible to leave a good impression on dealers, and it is also possible to urge dealers to take * * as their core business, which is extremely critical. Even if we can't reach this goal at first, we should set requirements for ourselves, and in a certain period of time, let dealers fully agree with individuals, brands and our ability to grasp the market.
2. Management monopoly law.
There is a reason why hardware brands now sell products in the form of monopoly. First, specialty stores can display the good and unique brand image of enterprises and products; Second, by monopolizing a series of relatively perfect products, specialty stores can allow customers to complete products in one stop, reducing customers' choice of brands; Third, because of its professional and standardized image, the specialty store can enhance customers' trust in the brand; Fourth, through the consistency of monopoly system, the company can enhance the power of marketing network. The store is the support of the company's regional sales, so the management of monopoly mode is very important.
Monopoly law includes several meanings, namely, firstly, determine the monopolist and how to manage and motivate the monopolist; Then, according to the product characteristics, the difference between * * hardware and competitors, and the requirements of brand monopoly, the working methods of monopoly personnel are determined. This aspect can be standardized according to the management manual of the specialty store. Business personnel should have certain training ability and guidance ability, otherwise why should others listen to you? Only when business personnel know the professional sales skills required by specialty stores can they accurately guide the sales behavior of regional monopoly.
3. Manage the monopoly image.
Monopoly image includes product image, store image, personnel image, promotion image and so on. A good monopoly image is unified and unique, which is convenient for customers to understand and is conducive to increasing intimacy. Therefore, there are hierarchical requirements for product display, clerk's clothing, shelf display, poster posting, application of advertising language, personnel's spiritual temperament and promotional products image. Business people mainly manage the monopoly image through a comprehensive grasp of the above aspects. As a * *, we should not only require the uniformity of the clothes of the shopping guides, but also design appropriate clothing styles that can reflect the brand spirit.
4. Accurately analyze the local market and find the right direction.
There are many factors involved in the promotion work, and business personnel are often at a loss and don't know where to start. Therefore, after there is not much problem in the above work, we should focus on the accurate analysis of the local market and find the breakthrough direction of the work. The elements of analysis include: the number of local hardware brands and the main methods of managing the market; The main advantages of our dealers; How can local major groups who use * * products promote their cognition and acceptance through appropriate channels? Through the communication with dealers, through the judgment of the brand's accurate entry point in the local market, and through the communication with more local people in the industry, we can determine the main work and objectives in each period and get the approval of dealers. At the same time, it is necessary to determine the main work and the main breakthrough direction at present, which can bring greater business confidence to dealers. This must be decided by combining the strength of the dealer.
5. Require dealers to make appropriate investments.
Make clear how to operate the regional market to see the actual effect, how to divide each stage, how to plan and what resources are needed. The second problem is to require dealers to make appropriate investments. At the beginning, the investment of dealers was mainly in personnel. City-level dealers include business development investment and store operation. Another important thing is long-term operation and steady promotion of important customer relationships. In many cases, dealers may be more professional than our business people. If so, we should actively cooperate with them. For example, we can strive for greater cooperation from decoration companies, or how to design membership cards, and we can promote these cooperative work. It is very important to guide dealers to make necessary market investment in the early stage, which is very critical. Pay is rewarded, and pay accurately is rewarded accurately. In this regard, business personnel should collect more examples of how dealers in this industry make themselves bigger and stronger, and correctly guide dealers of * * hardware to operate * * for a long time.
6. Assist the decoration company and decoration team in business development.
The decoration company may be a key point for us to seek cooperation after we start work. Especially in the relatively developed areas, due to the combined effects of regional economic growth, real estate development, changes in consumption concepts and other factors, the decoration industry is developing more and more rapidly, and decoration companies are becoming more and more important to hardware brands. While we provide the dealers with the business development plan of the decoration company, the business personnel should analyze the development of the local decoration company and judge the main direction of the local market sales breakthrough. In this regard, we must make full use of the efforts of dealers and their sales staff and learn the necessary information through other means.
If it has been determined that the main direction of local sales breakthrough is decoration company, then it is necessary to assist dealers to formulate cooperation agreements with decoration companies. Discount points, delivery methods, payment and settlement of * * hardware products selected by the design and decoration company. Of course, different decoration companies need different policies, but the price system cannot be broken.
After the dealer and the decoration company determine the cooperation agreement, they should assist the prefecture-level dealers to develop several large decoration companies. Business personnel should be clear about their scope of participation and avoid spending most of their time developing and decorating companies. In the early stage of development, large and influential decoration companies can cooperate, expand together and explore some market rules. Because it is a long-term job for decoration companies to tackle key problems and maintain relations, we need to improve the corresponding ability and enthusiasm of dealers' business personnel and let them know how to carry out effective market work. Of course, the company will be equipped with necessary training materials.
In addition to the decoration company, the decoration team is also a sales channel that we should pay attention to.
7. Assist the development of woodworking group.
In county-level areas, woodworking group occupies a relatively large share in the decoration market, and its importance may be tied with decoration companies, which needs serious attention. First of all, we should face the local dealers and help them to design the membership card, discount standard and integral rules of woodworking groups according to the implementation plan of the company's woodworking club. At the same time, explain to dealers how to record woodworking data, how to improve files and how to carry out some activities of the club. When woodworking members reach a certain number, some activities of the so-called club can be carried out and the functions of the club can be brought into play. For example, if there are about 30 members, some targeted new product release or product promotion activities will be carried out.