In this sense, the ability to lead a successful regional market is the process of continuous sublimation and fission of the regional business personnel of liquor enterprises as regional traders from zero to perfect competence.
Facing each unit of the regional market, how can regional traders play and structure like experts, gradually internalize their own actions, form their own steps and rhythms, and make the regional market they are responsible for a model for enterprises to copy and paste? We will tell you one by one from the following six parts.
The first step is to conduct serious and effective regional market research, because all success and strategy formulation are actually analyzed from serious and objective market adjustment.
"No investigation, no right to speak". Regional business personnel should know this truth. But in actual work, frankly speaking, most people don't do research seriously, some don't even do research at all, or the number of samples is not enough, which leads to the failure or inefficiency of all means in the regional market in the future, until the products and even all brands of enterprises withdraw from the regional market. This is a sad reality and result. Since the investigation is to form our grasp of the internal and external environment, competitive situation and core elements of competing products in the whole regional market, it must be carried out around the results and judgments to be formed. Market research is generally carried out in three directions: brand structure, channel structure and competitive price system. By investigating and judging the trend, the overall marketing strategy of the company's products can be formulated.
The main contents of the investigation
Demographic, economic and market characteristics of the first target market
The culture, folk customs, taboos and preferences of the second target market
Channel structure and proportion of the third largest competitive product
Section IV Brand Structure and Proportion of Major Competitive Products
Section 5 Price Structure and Proportion of Major Competitive Products
The number, distribution and profit rate of the sixth channel
Section 7 Major Brand Promotion and Promotion Methods
The sales model and organizational structure of the eighth largest brand
Section 9 Number and General Situation of Local Dealers
Article 10 Major media and their contents and forms of communication
Step 2: Lock the intended customers and continue to follow up until the contract is signed.
Since 20 12, the liquor industry has entered an era of focusing on the head, fighting for inventory and sinking channels. The proliferation of homogeneous competitive products and the decrease of channel confidence in accepting new products have increased the difficulty of attracting investment. At present, there are several common ways to attract investment: conference investment, telephone investment, exhibition investment, advertising media investment, customer introduction, friend introduction and personnel introduction. Theoretically, as long as salespeople work hard enough, there is no market that cannot be developed.
Eight steps of market development:
First, go to all kinds of sales terminals to investigate the suppliers of all consumer goods in the market, mainly alcohol, food, FMCG and daily chemicals, and list at least 100 dealers. In addition, special attention should be paid to suppliers in other industries that are compatible with various retail terminals (such as suppliers of gas and sterilized tableware that are compatible with catering);
Second, according to the results of the first step of market research, make a brand introduction plan that adapts to the target regional market, and ensure that the plan can be implemented and feasible;
Third, first call or visit the list one by one, and initially screen out more than 30 customers who are interested in negotiation;
Fourth, conduct customer background investigation before the negotiation around the locked target customers, so as to know yourself and yourself;
Fifth, conduct the first round of on-site negotiations with the locked target customers, sort out at least five target customers who can continue to follow up, and understand the actual situation and demand points of customers;
Sixth, modify the market plans of five interested customers, formulate the strength and mode of policy investment suitable for customers' operation, and report it to the superior leaders for review to win the support of the company's resources;
Seventh, conduct the second round of negotiations with a sound market plan and a draft policy investment suitable for customers, and strive to collect deposits from 2-3 interested customers;
Eighth, invite the strongest customers to visit the winery, negotiate or seek leadership assistance to realize the transaction.
Strictly implement the above eight steps to attract investment, there will be no untapped market.
Third, multi-strategy formulation of regional market planning and expansion steps.
After the dealers negotiate successfully, the most important thing is to make detailed market planning and listing plan to ensure the smooth listing of products. Strategic planning is mainly carried out from thirteen points:
The first point is the positioning strategy: enterprise positioning, distributor positioning and product positioning;
The second point is the target strategy. There are six goals: sales target, profit target, channel target, outlet target, team planning target and medium and long-term planning. The goal is to achieve "five points" and "three haves". "Five points" are monthly, channel, product, customer and person in charge. "Three haves" means that the figures are assessed, the process is supervised, and the results are rewarded and punished.
The third point is the competitive strategy: follow the trend, suppress and monopolize, which should be formulated in stages by product.
The fourth point is product strategy: strategic core products, sales-oriented products, profit-oriented products, image products, auxiliary sales-oriented products and stage-attack products.
The fifth point is the price positioning strategy: dominant price, sub-dominant price and cultivation price.
The sixth point is the regional planning strategy: opportunity area, key area and model area.
The seventh point is channel positioning's strategy: profit channel, sales channel and image channel.
The eighth point is the channel import strategy: what channel to import first, then what channel to do, and finally what channel to do.
The ninth point is the network strategy: the number allocation planning of each channel, and determine the network that must be done.
The tenth point is communication strategy: content, product; Media selection, public relations activities, promotion themes and themes.
The eleventh point is the organizational matching strategy: regional personnel, account managers, cooperative marketing personnel, promotion personnel and part-time personnel.
The twelfth point is the cost budget strategy:
The thirteenth point is the node strategy: determine the time node of each work.
The fourth step: before the new product is listed in the regional market, make full preparations for people, finance, materials and policies.
In Sun Tzu's Art of War, Sun Tzu said: Soldiers, the important events of the country, the place of life and death, and the way of survival must be observed. Therefore, we should learn five things, learn their methods and seek their feelings: one is Tao, the other is heaven, the third is earth, the fourth is will, and the fifth is law.
To pave the way for the market is equivalent to a battle without smoke. Only under the full protection of human and financial policies can we realize the smooth progress of market paving, achieve the expected goal and lay a solid foundation for the later market operation. The following focuses on six preparations related to personnel, property, policies and procedures:
Person:-dealer boss, the boss should pay attention to it from the consciousness, mainly responsible for the key research of the core network;
-Regional manager, responsible for policy formulation, training and write-off;
-Dealer business personnel, responsible for the implementation of specific actions of market opening.
Finance:-fully guarantee and prepare products, promotional items and expenses under the condition of full calculation;
Things:-wine
-Special car, mainly sold during the marketing period, to ensure the first delivery after negotiation.
-Promotional products: booth/Yi Labao, product brochure, wine tasting and price tag.
Business people's "three treasures" (calculator, diary, business card)
Policy:-Price: The price is rigid, and the price system table of each channel is formulated.
-Promotion: event leaflets
—Rebate: terminal agreement and purchase order.
-Support: door-to-door, advertising, wine tasting, tasting, exhibitions, travel awards, etc.
Three certificates: product quality certificate, industrial and commercial business license and commodity circulation license.
Mode: Three meetings: training meeting, internal mobilization meeting and customer promotion meeting.
Step 5: Make the "Top Ten Decisions" and establish a reward and punishment mechanism to ensure the implementation of products in the market.
The core action of sales is to pave the way for the market, which is the core link of sales. The specific implementation links can be described as ever-changing, and the "top ten decisions" need to be made well to realize the smooth progress of the market.
-Appointed personnel: Before distributing goods, the sales personnel should be grouped and grouped, and the sales personnel of manufacturers and distributors should be reasonably matched. The dealer boss should attend in person.
-Determine the area: lock the target distribution area before distributing the goods, and arrange the order from easy to difficult.
-Route determination: lock the distribution route of each distribution team, preferably the most scientific.
-Timing: Determine the distribution time suitable for different types of terminals. For example, hotels had better do it during closing hours when business is not busy.
-Fixed promotion: Plan different promotion activities for different types of terminals to ensure the smooth distribution of goods and reduce the difficulty of distribution.
-Fixed language: different promotional words are set for different products, different terminals and different people.
-Goal setting: break down the goal into daily, each group and each terminal.
-Fixed display: After each terminal completes the distribution of goods, it is necessary to build the products vividly in time.
-Booking cars: customers must be equipped with special cars to deliver goods.
-Fixed assessment and incentive: In order to ensure the realization of the distribution target, it is necessary to have an executable assessment target for the distribution personnel, implement the reward and punishment mechanism, and at the same time give some money to encourage excellent sales personnel.
Step 6: sell the product.
Marketing is the purpose of all sales. Only by moving sales can we realize the benign operation of outlets. Moving sales is the purpose and the result, and all the processes are for moving sales. Simply put, there are two major aspects. One is to make the terminal willing to sell, and the other is to make consumers willing to buy. Push and pull to achieve the two goals of selling and buying. Common tasks promoted are:
Promote the work:
1, display: physical display is the most original sales work. It has become the core weapon for sale, and it is constantly enriched and developed.
2. Training channel members: The transmission of product information to consumers depends on the enthusiasm and skills of channel members. Therefore, the training or communication of channel members is the full-time job of sales staff.
Step 3 increase profits
4, dark promotion, dissemination
5. Tourists' feelings
Step 6 give a speech
7. Wine tasting
8. Customer Association
9. Various exhibitions
10, Promotion-Benefits
With the fierce competition in liquor industry, the proportion of promotion in marketing elements is getting lower and lower, but as the basic skills of sales, the opportunity to meet consumers and the methods and skills of promotion are still the most important in sales work. Everyone says that ginger is a youthful wine, and opinions vary. But everyone ignores a basic fact. The terminal display of ginger is the most solid and standardized among all liquor enterprises. In this respect, Jiang's good marketing has a lot to do with his great success in promotion.
Laura's job:
1, consumption promotion activities: tourism, bottle cap award
2. Public relations activities
3. Popular
Step 4 advertise
5. Event marketing
6. Industry sponsorship
Push-pull work is the main object of innovation and enrichment. It's getting harder and harder to pull a job. General awards are less and less attractive to consumers, and public relations activities, especially interactive and participatory brand activities, have become popular activities for consumers. With the popularization of new retail and Internet technologies, there are more and more new tools and methods such as community, IP, communication and scenes, which put forward new requirements for regional traders.
The above six links are the closed loop of regional market sales and are indispensable. And with the change of marketing environment, marketing elements are further enriched and developed. But everything will remain the same. Leading a regional market from zero to success is actually a process of constantly completing new cycles, further strengthening advantages and filling shortcomings. Only systematic knowledge can solve the problem. Similarly, only salespeople who have experienced the whole closed loop of regional markets can know which process has affected the results, and it is easy to review and correct them.