sales season approaching, many competitors to shrink or abandon the strategy or the deployment of operational staff reductions as part of sales back to the company to rest, reduce market investment, advertising, promotion, network development and maintenance of sales and marketing activities largely ceased. Sales season, the total market demand greatly reduced, thus reducing many competitive manufacturers have put on the market, if companies do the opposite, increasing investment in the market for market growth, may be able to do really is not short off-season . To do is not short off-season, we can try the following:
one, analysis of the situation, clear goals, build confidence
1, through market research, by the user and environmental factors of the total market demand for off-season decline in the proportion of how the changing structure of demand, the company may be affected products, our products do not short off-season possibilities;
2, according to the requirements of the peak season to determine the off-season sales target to be reached, and these goals points customers Decomposition of sub-products, to assess their customers, products,
air max 91 为马化腾先生鸣不平（欢迎360水军来喷！）, natural sales targets, the difference is the use of promotional sales staff may need to develop new customers, new products and other strategies to promote efforts to achieve;
3, sales staff should establish the off-season market, there is no off-season thinking
II level for the company's existing business, secondary providers and end users in their marketing
1, for a business, two business promotion
(1) promotional purposes: one business, two business to maintain proper inven
tory levels, to a business and create a second business pressure to eliminate their off-season thinking, squeeze competitors in a business and sales at the secondary business;
(2) marketing methods : to target volume discounts, that is, within the prescribed time, a supplier of goods to fight and put money into the company left, the month when sales reach X, you can enjoy the X yuan / piece discounts, two operators to enjoy the X element / parts discount, a rebate in the business to be fulfilled in the end, two commercial business loan from a direct deduction;
(3) attention to the problem: an interception two providers of discount business, fac
tory supervision a provider notice in place. Because a business can only achieve the target sales of a discount, a discount to attract business must be secondary providers, raising capital to advance in place.
2, for the end-user promotions
(1) promotional purposes: to encourage and stimulate end-user product end-users and competitors to purchase our products;
(2) Promotional Methods: promotional gifts, or buy X get one free activities, purchase of lottery products on-site, end-user to purchase different number of products, get a different gift;
(3) attention to the problem: Do not discount the end user, once the product price, the price is difficult to rise up .
three, for a blank area and mature regions, attacks on competitors, a business, two commercial and retail outlets
1, for the blank area of the development of an outstanding business competitors and increase sales
(1) Opportunities: sales representative has returned its rival company, its a business may be out of control in their sales staff can take the opportunity to communicate, to persuade;
(2) issues: a provider may market in the off-season, difficult business environment as an excuse to reject your product;
(3) methods:
A, is the off-season only to find him, because business is good, he had little time ... ...
B, are is the off-season business is difficult, he needs your help, because you do not like the other manufacturers ... ...
2, for mature region, the secondary attack rivals and terminal sales representative retail outlets
competitors have been back to the company, a commercial off-season has already relaxed the market, competitors, secondary and terminal retail outlets have enough free time to listen to sales personnel about the company and its product introduction, it is easy to be successfully developed;
four to promote new products the company sells its products
process, generally set up their own sales force, and the distribution line in the market throughout the country. Also own or hold a certain distribution network. Why companies do not use the existing sales force and distribution network, strong sales promotion of other new products associated it? There is a feed fac
tory, since the company launched a Their approach is to feed a drop in demand, they will mainly energy into the sale of veterinary drugs and seeds, through veterinary drugs and feed, seed and seedling growth to make up for decline. When the demand for feed into the season, they in turn feed into focus sales.
Conclusion: To achieve product market is not short off-season is not impossible, off-season decline in total market demand is the key that manufacturers should find a market growth, in addition to tap the existing level of business, second, terminal retail outlets, the potential end users, but also need to turn their attention to a business competitor, secondary,
tory burch reva ballet flats on sale Do not complain !, terminal retail outlets, end users, competitors, customers will be won over, you can also use existing sales force and sales network to promote Some strong sales of new products.
for the season to make preparations
I have women in the domestic first-line companies (A Group) to serve as regional manager in charge of overall sales of C market our products. In the C market, the dominant product is the B Group, A Group B Group in terms of business strength, brand recognition, product quality, price competitiveness, and so evenly matched, but 2 years ahead of the Group B into the C market, the firm has heel. We use most of the Group B low season sales back to the company a chance to rest, for the B Group II and terminal retail outlets, crazy busy over it. After the successful development, and then in the secondary and terminal to retail outlets around, go for a In the second half, when the market into the season when the product is way up, eventually replaced the A Group B Group market position, a C market leading brand. This case inspired me most is: the best selling off-season to do the basic work end of the market, because there is not much selling pressure for a second intervention and follow-up no competition, you can have a free hand to do the terminal.
First, adjust the market to adjust the market
sales season best time, because there are a lot of time, and adjust the market will not lead to sales plummeted. What markets should be adjusted?
1, the dealer full control of the market, and constantly threatened the company, the market is in danger;
2, the dealer distribution system level, the price is not competitive, market feedback is slow;
3, a commercial lack of passion, do not actively develop and maintain the market, the company sales stagnated;
4, a commercial short of working capital, product market affect the company's sustainable development;
5, the total distribution provider or a lack of loyalty provider, rigid relationship with the company, do not work with the company;
adjustment method: the total distribution of full communication with the original, to open a new level of business,
asics black, sub-brand management, mutual competition and common prosperity; offices, network sink.
Second, the development of secondary and terminal retail outlets
sales season, developing secondary and terminal retail outlets,
girl jordan shoes, sales in the short term there will be no major breakthrough. Large and healthy secondary and terminal retail outlets, as long as the market heating up, sales growth will be rigid. Sales of off-season, whether it is time or two thinking and terminal retail outlets, are developing secondary and terminal retail outlets appreciation.
1, the target object: Excellent two major competitors and terminal retail outlets;
2, Development Plan: The monthly formulation of development plans, including area, number of visits, the number of development; daily work plan, including trip planning, development, quantity, etc.;
3, weeks and months of evaluation: to convene a regular weekly report on retail point of secondary and terminal development progress, problems and successful experiences, regional manager of the performance of each salesperson Reviews; development plans for each month to reach the end of the situation assessment, Jiangyoufalie.
three basic work
end sales season, is also a good time to do basic work of the terminal. Booming market, the only
1, the terminal stores and vivid visualization. Retail stores in the terminal posters, POP, shelf stickers posted, their goods, the enterprise in accordance with company policy billboards, etc. Good layout, visual impact of the formation of our products;
2, the flow of people-intensive area of business promotion. Using holidays, choose the high traffic areas, such as commercial centers, large stores, you can do something such as free samples, live demonstrations, buy one get one and other activities,
jordan shoes wholesale, to create atmosphere, to expand product awareness;
3, Community Knowledge combination of lectures and sales promotion. For some highly specialized products such as pharmaceuticals, health products, to better the community, called residents, the health care nutrition lectures, on-site residents to accept advice, to send information and samples, buy one get one and other promotional activities, the company communicate directly with end users and communication, expand its product awareness and reputation;
4, newspaper ads and television software. Purely commercial advertising to do in close proximity to end markets, the effect may not be apparent. Use of newspapers and television news reports of the soft advertising credibility stronger than the purely commercial advertising. Company can plan the consumer product evaluation,
asics volleyball socks 能让妈妈疯掉的孩子, a number of companies to participate in public welfare activities, events, media coverage in the form and then spread in the local market.
IV
sales training sales staff in the sales season, when many things to do every day, generally do not have time for systems training. Companies can use when selling off-season, the organization system, sales staff training to enhance professional knowledge and sales ability to control the market.
1, training: product knowledge, technical knowledge, marketing knowledge, legal knowledge, communication skills, customer development and management, customer complaint handling, developing skills in secondary and terminal retail outlets, sales promotion techniques, time management, attitude, etc. practical knowledge and skills training;
2, Training Location: organization of sales personnel back to the company;
3, training time :7-10 days;
4, mode: indoor and outdoor development training in teaching combined ;
5, training forms: expert and industry veteran, outstanding sales representatives lectures,
nike basketball shoe, role-playing, games, activities, case studies, group discussion, etc.;
five-level providers, secondary providers and end point of training for retail , a business travel
1, a business training and tourism: the use of off-season sales, organization-level business excellence to companies, to hire experts and professors, the company leading way for dealers, distributors and manufacturers on how division of labor, sales Next strategic planning policy and the topic of a business training to enhance business awareness dealers, business attitude and business skills; After the training, the organizational level to the corporate business travel to visit some of the attractions near to thank the company's dealers support.
2, secondary and terminal zero training: the use of off-season sales, jointly organized with the level of secondary and terminal retail outlets, in a commercial location, the company hired trainers,
air max 90 trainers, sales managers and operators on the two end retail outlets to company knowledge, product knowledge, how to be a good boss and other special training, time, half a day to control the cost of the company and a business shared.
VI to predict the market situation, season, good season marketing plan to fully prepare for the coming season.
Conclusion: Not all enterprises in the season can get excellent performance, business sales to achieve a more prosperous season, must have three conditions: First, full of passion, wolf, and resourcefulness of the sales force; Second, large and strong retail network terminal; third strong end demand. These three conditions, enterprises should be prepared off-season sales.
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