When the off-season comes, many competitors adopt the strategy of shrinking or giving up, reducing business personnel or transferring some sales personnel back to the company to rest, reducing market investment and basically stopping marketing activities such as advertising, promotion, network development and maintenance. In the off-season, the total market demand is greatly reduced, so many competitors have reduced their investment in the market. If the company does the opposite, increase investment and look for market growth points in the market, it may really be able to achieve the off-season. To make the off-season not dull, you can try from the following aspects:

First of all, analyze the situation, make clear the goal and build confidence.

1. Through market research and comprehensive analysis of users, environment and other factors, the decline ratio of total market demand in off-season, how the demand structure changes, the possible impact on the company's products, and the possibility that the company's products will not fade in off-season;

2. Determine the sales targets to be achieved in the off-season according to the requirements of the peak season, decompose these targets according to customers and products, and evaluate the natural sales targets of these customers and products. The difference is that salespeople may need to work hard to promote sales, develop new customers and promote new products.

3. Salespeople should establish the concept of "only off-season market, no off-season thinking", and sales managers should help salespeople break down their goals, let them know where their market growth points are, how to grasp these growth points, eliminate all kinds of concerns of salespeople, and devote themselves to sales.

Second, promote the company's existing first-class manufacturers, second-class manufacturers and end users.

1, promotion by first-class and second-class merchants

(1) Promotion purpose: First-class merchants and second-class merchants keep proper inventory, create a kind of pressure on first-class merchants and second-class merchants, eliminate their off-season thoughts, and squeeze competitors' sales in first-class merchants and second-class merchants;

(2) Promotion method: target sales discount is adopted, that is, after the first-class merchants pay the company to take the goods, when the sales volume reaches X in the current month, the second-class merchants enjoy the discount of X yuan/piece, which will be cashed by the first-class merchants at the end of the month and directly deducted from the payment of the first-class merchants;

(3) Note: The first-tier supplier intercepts the discount of the second-tier supplier, and the manufacturer supervises the first-tier supplier to inform it in place. Because first-class merchants can only enjoy discounts if they reach the target sales volume, first-class merchants must attract second-class merchants with discounts, and funds can be raised in advance.

2. Promotion for end users

(1) Promotion purpose: to encourage and stimulate the end users and competitors of the company's products to buy the company's products;

(2) Promotion method: gift promotion or buy X get one free activity, on-site lottery for purchasing company products, and end users can get different gifts by purchasing different quantities of company products;

(3) Note: Do not give discounts to end users. Once the product price is favorable, it is difficult for the price to rise.

Third, attack the first-class merchants, second-class merchants and retail outlets of competitors in blank areas and mature areas.

1, aiming at blank areas, develop excellent first-class suppliers of competitors and increase sales.

(1) Opportunity: the competitor's business representative has returned to his own company, and his first-tier supplier may be out of control, so the company's sales staff can take the opportunity to communicate and convince him;

(2) Question: The first-tier suppliers may reject your products on the pretext that the market is off-season and business is difficult;

(3) Methods:

I came to see him in the off-season, because he has little time when business is good. ...

Business is difficult in the off-season. He needs your help because you are different from other manufacturers. ...

2. Attack competitors' secondary manufacturers and terminal retail stores in mature areas.

The business representatives of competitors have returned to their respective companies, and the first-class manufacturers have also relaxed due to the off-season of the market. Competitors' second-class manufacturers and terminal retail outlets have enough free time to listen to the introduction of the company and its products by the company's sales staff, which is easy to be successfully developed by the company.

Fourth, promote new products.

In the process of selling products, companies generally set up their own sales teams, which are distributed in the first-line markets all over the country. At the same time, it also owns or holds a certain sales network. Why doesn't the company use the existing sales team and sales network to promote other related hot new products? There is a feed production enterprise, because the company implements the model of "feed+veterinary drugs+seedlings", there is no difference between off-season and peak season, and the annual sales situation is basically stable. Their approach is that after the demand for feed declines, they will focus on the sales of veterinary drugs and seedlings, and make up for the decline in feed through the growth of veterinary drugs and seedlings. When the demand for feed entered the peak season, they focused on feed sales.

Conclusion: It is not impossible for the company's products to maintain off-season sales, and the total demand in the off-season market is declining. The key is for manufacturers to find market growth points. In addition to tapping the potential of existing first-class manufacturers, second-class manufacturers, terminal retail outlets and end users, we need to turn our attention to competitors' first-class manufacturers, second-class manufacturers, terminal retail outlets and end users to win competitors' customers, and we can also use the existing sales team and sales network to promote some popular new products.

Get ready for the arrival of the sales season.

I used to be a regional manager in a group, responsible for the overall sales of products of C market company. In the C market, the leading product is Group B. Group A and Group B are evenly matched in terms of enterprise strength, brand awareness, product quality and price competitiveness, but Group B entered the C market two years ahead of schedule and gained a firm foothold. We took advantage of the opportunity that most of the sales staff in Group B returned to the company to rest in the off-season, aiming at the second-tier merchants and terminal retail outlets in Group B, and madly robbed them. After the successful development, a 4-month "Buy XX products and draw a lottery on the spot" campaign was launched around secondary dealers and terminal retail outlets to promote the company's products. In the second half of the year, the market entered the peak season, and the company's products soared. In the end, Group A replaced Group B's market position and became the leading brand in the C market. The biggest inspiration of this case is that it is best to do the basic work of the market terminal in the off-season, because there is not much sales pressure, and there is no competitor's intervention and follow-up, so you can let go of your hands and feet to do the terminal.

First, adjust the market.

The off-season is the best time to adjust the market, because there is a lot of time, and adjusting the market will not lead to a sharp drop in sales. What market should be adjusted?

1, the general distributor completely controls the market, constantly threatening the company, and the company's market is at stake;

2. The general distributor system has many distribution levels, the price is uncompetitive, and the market information feedback speed is slow;

3. First-class merchants lack passion, do not actively explore and maintain the market, and the company's product sales stagnate;

4. The first-class suppliers are short of working capital, which affects the sustainable development of the company's product market;

5. The general distributor or first-class distributor lacks loyalty, has a rigid relationship with the company and does not cooperate with the company's work;

Adjustment method: fully communicate with the original general distribution, open a new level of suppliers, operate under different brands, and compete with each other for glory; Set up an office to realize the sinking of the network.

Two, the development of secondary commercial and terminal retail outlets

In the off-season, through the development of secondary dealers and terminal retail outlets, there will be no big breakthrough in sales in the short term. As long as the market heats up, the sales of huge and healthy secondary businesses and terminal retail outlets will definitely increase rigidly. The off-season is a good opportunity to develop second-tier businesses and terminal retail outlets, both in time and in the minds of second-tier businesses and terminal retail outlets.

1. Target audience: excellent secondary manufacturers and terminal retail outlets of major competitors;

2. Development plan: make a development plan every month, including area, number of visits and development times; Daily work plan, including travel plan, development quantity, etc.

3. Weekly analysis and monthly assessment: hold a regular meeting once a week to report the development progress, existing problems and successful experiences of secondary manufacturers and terminal retail outlets, and the regional manager will comment on the performance of each salesperson; At the end of each month, the completion of the development plan of the month will be assessed, and the rewards will be rewarded and the bad will be punished.

III. Wharf Foundation Work

The off-season of sales is also a good time to do the basic work of the terminal. In the booming market, it is not enough to only "dealers are willing to sell", but also "consumers need to buy by name". The key to "consumers buy by name" lies in whether the basic work of the terminal is solid and firm.

1. Vivid terminal retail store. Posting pictures, POPs, stickers, merchandise placement, company bulletin boards, etc. on the shelves. Layout in the terminal retail store according to the company's regulations, forming the visual impact of the company's products;

2. Commercial promotion in densely populated areas. Take advantage of holidays, choose places with high traffic, such as commercial centers and large-scale shopping malls, and do some activities such as free sample delivery, live demonstration, buy one get one free. , create a scene atmosphere and expand product visibility;

3. Community knowledge lectures are combined with business promotion. For some professional products, such as medicines and health care products, we go deep into the community, call residents, give lectures on medical care and nutrition, accept residents' consultation on the spot, send relevant materials and samples, buy one get one free and other promotional activities, and the company directly communicates with end users to expand the popularity and reputation of the company's products;

4. Soft advertisements in newspapers and TV. Simple commercial advertising, if done very close to the terminal market, may not be effective. Soft advertisements such as newspapers and TV news reports are more credible than pure commercial advertisements. The company can plan events such as consumers' evaluation of the company's products and the company's participation in some public welfare activities, and then spread them in the local market through media reports.

Fourth, sales staff training.

Salespeople need to do a lot of things every day in the peak season, and generally have no time to receive systematic training. Companies can use the off-season to organize systematic training for sales staff to improve their professional knowledge and market control ability.

1. Training content: product knowledge, technical knowledge, marketing knowledge, legal knowledge, communication skills, customer development and management, customer complaint handling, skills in developing secondary and terminal retail outlets, business promotion skills, time management, mentality and other practical knowledge and skills training;

2. Training place: organize sales staff to return to the company;

3. Training time: 7- 10 days;

4. Mode: the combination of indoor teaching and outdoor outward bound training;

5. Training forms: lectures by experts, industry veterans and outstanding sales representatives, role-playing, game activities, case analysis, group discussion, etc.

Five, first-class business, second-class business and terminal retail training, first-class business travel.

1. First-class business training tour: organize excellent first-class business to the company in the off-season, and hire experts, professors and company leaders to conduct first-class business training on topics such as the outlet of dealers, the division of labor between dealers and manufacturers, the company's sales policy, and the next strategic planning, so as to improve the business awareness, attitude and ability of dealers; After the training, organize first-class merchants to visit some scenic spots near the company to thank the dealers for their support to the company.

2. Zero-point training for secondary manufacturers and terminals: In the off-season, organize secondary manufacturers and terminal retail outlets to work with primary manufacturers, hire company training lecturers and sales managers, and train secondary manufacturers and terminal retail outlets on topics such as company knowledge, product knowledge and how to be a good boss. The time can be controlled in half a day, and the expenses will be borne by the company and the first-class manufacturer.

Six, effectively predict the peak season market situation, do a good job in the peak season market sales plan, and make full preparations for the arrival of the peak season.