First, the market status of health care products:
In recent years, the health care products market has developed vigorously. Although the state has promulgated many laws and regulations on health care products, it has not cooled the hearts of the majority of manufacturers. In the Spring Festival gift market, it is still health care products that sing the main theme of gift giving. It shows that in China, health care products still have lush breeding grounds. Because of China's traditional concept of TCM health care, Chinese people pay more attention to health care, which leads to the consumption characteristics of health care products that are easy to sell in China.
The profit temptation far higher than that of conventional products is the reason why many manufacturers actively participate in the field of health care products, and it also causes almost fierce competition. The mixed health care products give consumers more choices, and also create the birth and death of many large enterprises. Health products are one of the most distinctive consumer goods in China market. Only when enterprises have profound consumption psychology, always pay attention to consumption trends and correctly position products can they develop continuously.
Second, the current situation of conference marketing:
The sales model of health care products began with the combination of media promotion and store sales, followed by the perfect launch of conference marketing. Conference marketing was born in the middle and late 1990s. After about five years' development, Tiannian (1998) introduced a complete conference marketing model for the first time. It took three years to make the annual sales of Tiannian and Midrib products exceed 10 billion yuan, and it was no accident that Tiannian and Midrib products were among the top ten pharmaceutical and health care products manufacturers in China, leaving many large enterprises named "China" behind. The conference marketing management system combines the management mode of large and medium-sized enterprises with the management concept of insurance industry, starts with the details of sales management in a fast, concise and stable way, and uses the methods of work log table, work weekly diary, customer file table, customer service registration form, sales telephone number, sales question and answer, etc., and insists on the implementation of detailed management such as morning meeting and evening party every working day to fully ensure the execution of enterprise members. "Details decide everything", so conference marketing first got the chance to win in management.
From obscurity in previous years to household name today, conference marketing has attracted more and more attention from people in the industry, and the market environment is changing rapidly.
With the change of the market, the marketing cost has gradually increased, and the personnel salary, file collection fee, gift fee, gift fee, venue fee, transportation fee and so on have all been greatly improved. In the past, the salary of employees was 300-400 yuan. Now, due to the rapid intervention of many manufacturers, it is impossible without 700-800 yuan, even as high as 1000- 1500 yuan. In the past, customers only had to attend meetings and eat lunch boxes. Now, if there is no table meal above 200 yuan, customers will be unhappy, and some will drink red wine. In the past, lottery was a gift of tens of dollars, but now it is more big products such as washing machines, televisions and refrigerators. I've used them all, but I still don't think they are attractive enough for customers.
The competitive environment is also undergoing tremendous changes. The promulgation of the "Health Food Advertising Law" has caused a great shock to medical and health care enterprises. With the promulgation of the Direct Selling Law, many traditional pharmaceutical and health care products enterprises and distributors have joined the ranks of conference marketing, and the media has also been directly exposed from the past special attention and even a little irregular action. The change of market environment directly leads to more and more difficulties for conference marketing enterprises to operate in the market. Many small and medium-sized conference marketing enterprises are confused about low attendance, low average sales and low profit rate. So how can we effectively get rid of the current unfavorable situation and improve the efficiency of enterprises? How conference marketing enterprises stand out in the increasingly competitive market and break through with innovation has become a very difficult problem for health care products enterprises.
According to the current market environment of conference marketing, we should innovate mainly from the following three aspects: product innovation, service innovation and marketing skill innovation. Product innovation means that the products marketed by the conference are mainly divided into: functional textiles; Dual-function water machine; Health food; Medical equipment. For several years, it has always been these kinds of products. If the service is not kept up in time, of course, there will be fewer and fewer customers. Therefore, we should think more about product innovation and how to increase new products to attract customers and let old customers buy again. At present, Zhongmai has newly installed an air health machine, and Malata, which started with VCD, also uses conference marketing to sell photocatalytic air machines, expanding the customer base of conference marketing from the elderly to the young and middle-aged. The cosmetics launched by our company conform to the development of the market and expand the beneficiaries.
In fact, conference marketing is service marketing, but few enterprises can really achieve the purpose of service. Many enterprises pay attention to immediate interests in market operation and don't pay attention to service at all. So more and more customers will be dissatisfied. Of course, such enterprises are facing the elimination of the market, which also destroys the health care products market. The growth of Haier and Lenovo manufacturers is basically to provide customers with perfect services, and if our company wants to survive in the market, it must also provide services that customers think are valuable. In the increasingly competitive medical and health care industry, providing perfect value-added services will become the foundation for the survival and development of conference marketing enterprises. In the past, the service was simply to make a phone call, then visit at home, invite participants and realize sales. What we need to do now is more detailed services, including requiring employees to be not only product salesmen, but also health experts when training employees. One third of the market sales come from direct door-to-door sales, which saves a lot of links. In the process of home visits, products are directly sold and services are made. Our employees should teach these clients diet health care, emotional health care, courtesy exercises, disease health care massage after home visits, and some even do foot massage. These additional value-added services make customers feel that the value or price of the products they buy is reasonable. Recently, South Korea's service marketing model is actually to refine services. From the arrangement of the service station to the moment when customers enter the door, the marketing staff made every customer present feel unprecedented intimacy, and let the elderly get a kind of warmth and affection from their children that they usually can't feel. Through continuous experience and meticulous service, the elderly will gradually accept the culture, product knowledge and health knowledge of the enterprise, so as to finally realize sales.
The innovation of marketing skills lies more in operation mode and detail management. The market environment has changed and consumers have changed, but now many enterprises, including us, are still operating in the same way as they did a year or two ago. Simply by collecting files, visiting families, and then attending sales meetings, the marketing skills have not been adjusted according to the increasingly severe market environment and the actual situation of their own markets and resources. If so, how can we win the market? Take tourism marketing as an example. At the earliest time, each person charged tens of yuan, and the customers who signed up every day were full. By this year, it is difficult to invite customers to take part in a one-day free trip. At this time, some enterprises began to travel for two or even four or five days. In the first few days of the tour, they mainly strengthened their service to customers. After warm-up before the tour and a few days of meticulous service, they sold it again on the last day. Therefore, the reason why Midrib can rise rapidly in just three or four years and become the boss of conference marketing enterprises depends on the innovation of marketing skills. Before Midstream, conference marketing enterprises basically didn't advertise, just buried themselves in it. However, Midrib is a good combination of advertising marketing, store marketing and conference marketing, and truly achieves the marketing network in every community and the service is delivered to every customer's home, so the rapid rise of Midrib is no accident. Recently, Hunan Satellite TV staged a super girl war, which attracted tens of thousands of people's attention, and put various marketing methods such as investigation marketing, all-staff marketing and urban marketing on the stage one after another, doing everything possible.
The marketing of health care products can be described as the essence of all marketing methods, but as the most cutting-edge and lowest-cost marketing operation, it has been looking for the next breakthrough. Personalized marketing and tailor-made marketing methods are believed to be the mainstream and trend in the future. This requires us to study hard, innovate as much as possible, and explore a sales method that is in line with the company and has the characteristics of reciprocity.
No matter how the market environment changes and how rational consumers are, in fact, as long as each conference marketing enterprise really takes consumers as the core, provides sincere and thoughtful services, truly provides consumers with our company's high-quality products, and constantly innovates our polite marketing methods and strengthens detail management according to the actual market situation and the enterprise's own resources, it will surely win the battle in the market.
Third, the preliminary investigation of Tianjin market began:
As a city with a population of 6.5438+million, Tianjin has a huge consumer market. In the past five years, with the merger and reorganization of state-owned enterprises and a large number of supporting policies, as well as the continuous entry of foreign-funded enterprises into the economy and society, the consumption level and educational level have been continuously improved. Moreover, due to the aging of the population, the population over 65 has reached nearly100000, and there is a good health care product market as a whole. As a central city in the north, it has important strategic significance to the Beijing market and even the national market. At the same time, Tianjin, as a neighboring city of Beijing, also has the interoperability of consumption concepts.
Since Tianjin has such a strategic position, various health care products companies have developed Tianjin, even predatory development. The competition of health care products in Tianjin is very fierce, and the way of product promotion has almost reached its peak. Some small companies use sphygmomanometers and hand-diagnostic instruments to check files, which has had a destructive impact on the market.
So how to succeed in the highly competitive Tianjin market and even the national market, besides product positioning, connotation design and the establishment of marketing direction, what is more important is how market management and marketing methods can be different, reach consumers' credibility quickly and permanently, and promote their buying behavior. In addition to designing a gift marketing method, we should also try our best to highlight our company's brand, image and gift culture. In fact, there are more and more mature products on the market, and the competitors are similar. Enterprises must establish an image in people's minds with brands. Some successful brands, no matter what industry they are involved in, people buy their products because they have an image. Brands will give people a fixed image, such as Coca-Cola can make you more energetic and Pepsi can make you younger. Therefore, brand is the core competitiveness of enterprises. Marketing methods are easy to copy, but brands can't be stolen, snatched, learned or snatched, which competitors can't copy. It is in this sense that brand is the last "firewall" for enterprises to avoid falling into marketing homogenization competition. When consumers have a sense of loyalty and dependence on the brand, all marketing obstacles and problems will be solved one by one.
Since the reform and opening up, many successful enterprises have lost their executive power because of their own management confusion, so that enterprises can not adapt to the high-speed market development and die. Therefore, the basic condition to ensure the healthy development of enterprises is to ensure the efficient implementation of enterprise members through scientific management. The executive power of an enterprise does not mean "employees are obedient, reliable, diligent and hard-working", but also includes scientific and efficient management, keen and quick use of information and highly responsible market operation, which is a whole that can adapt to market development. Therefore, scientific management system is the core, reasonable personnel structure and leaders' absolute implementation and obedience to the management system, so that every enterprise member can understand his responsibilities and tasks through consistent orders, consistent outputs, consistent actions, consistent awareness and consistent goals, and ensure the smooth and rapid execution of orders.
Through the market development and research in recent years, it has passed the peak season of sales, so we should try our best to speed up the pace, improve the environment and avoid unnecessary investment waste.
Fourth, understand the development status of competing products:
According to the development of competitive products, competitive marketing strategy is follower, challenger or leader. Know yourself and know yourself, and you will win every battle. Is to find competitors, there is nothing to do in the market without competitors. There are two purposes to find a competitor: one is to learn from him, because after all, he has been in this field longer than you; Second, there are references, and only by defeating the opponent can we explain the achievements of the work. If you want to find the best local rivals, only in this way can you make the fastest progress. Once the target is locked, it is necessary to thoroughly understand its marketing methods in order to learn; Then aim at its weakness and prepare to cut into the blow.
Our competitors didn't investigate at the beginning of the market.
Verb (abbreviation of verb) establishes good relations with relevant government functional departments;
Industry and commerce, urban management and other departments play a vital role in the initial development of health care industry Company. Using our medical and testing talents, we will establish good relations with relevant government departments, and in the name of the joint efforts of the Chinese Society of Traditional Chinese Medicine and our company, we will conduct all-round inspection, medical treatment and health care for industrial and commercial and urban management employees in various districts, and establish relations with relevant personnel.
Six, product positioning:
Our company's products are obvious products, so consumers are slightly less sensitive to price and pay more attention to efficiency. If it is a slow-acting product, consumers will pay close attention to the total consumption, daily discount price, monomer capacity and so on because of long-term consumption factors. That depends on whether it is for personal use or as a gift. If it is for personal use, it will pay more attention to price and efficacy. If it is a gift, it will be greatly influenced by advertising and pay more attention to publicity and efficacy. As can be seen from the above, consumers are very thorough when purchasing health care products, and different consumption psychology will prompt consumers to make different consumption choices.
The selling point of the product itself needs: first, it must be effective, so effectiveness is the last word; The second is the packaging style and grade; Third, gifts should be well-known and generous. The above three points, in addition to the first emphasis on product strength, the last two points all refer to the image strength of products. Doing three points will promote the strong sales force of products.
Seven, the establishment of target consumer groups:
Patients with cardiovascular and cerebrovascular diseases, patients with bone and joint diseases, hospitalized patients with various diseases, and sub-healthy people.
Eight, competitive products:
Knowing the selling points and shortcomings of competing products will promote the sales of business people.
Nine, channels:
At present, the circulation channel of competing products is only single. Our company should quickly establish its own channels in the fields of prescription drugs, health care products, cosmetics, OTC, etc., so as to show the brand image of the company and improve its popularity.
X. Advantages and disadvantages of company development:
Advantages: technological content advantages, strength advantages and sales management advantages.
Disadvantages: it entered the health care product market late and its popularity is not high.
XI。 Release product-related information:
Product-related information includes: training materials (company, products, medicine, industry, health care, communication, telephone interview,
Home visits, sales, etiquette, workflow, instruments, services, etc. )
Product information, promotional materials, CDs, newspapers, health campaigns, dietotherapy materials,
POP framework (company, subsidiary, manufacturer, scientific research, honor, knowledge)
Property rights, process flow, product promotion, etc. ).
Twelve. Establishment of organizational structure:
Determination of key personnel in conference marketing;
expert
For conference marketing, the level of experts present will affect the sales performance of the whole conference, especially the keynote speaker. The speaker is the key link of pathology explanation and product mechanism explanation, which is especially important in the whole marketing meeting. Since the development of conference marketing, most participants have listened to many similar courses and consulted many "experts". Moreover, many participants have been sick for a long time and have been doctors, and they are very clear about the pathology of many common diseases. If the experts attending the marketing meeting can't convince the participants, it will be difficult to generate sales. In addition, the lecturer's lecture level is also very important. I think that conference marketing should strictly choose experts who are really suitable for my enterprise, and should not resort to deceit.
host
The host is the soul of the whole marketing meeting. He told the details of the whole meeting. A good meeting host can effectively control the situation of the whole meeting site, mobilize the atmosphere of the meeting site as needed, handle emergencies well and concentrate the attention of the participants.
Training lecturers, product lecturers
Product lecturers play a key role in the whole marketing meeting. He introduced the company's scale, history, product technology, efficacy and combination with diseases to customers in detail. The quality of product lecturers is directly related to the grade of products.
Training lecturers is directly related to the quality of new employees, the improvement of confidence in the company and products, and the greater promotion of sales.
The above two positions can be held by one person.
Thirteen, business personnel training:
1. New employee training purpose
Provide new employees with correct and relevant company and work information and encourage their morale.
Let the new employee know what the company can offer him and what the company expects of him.
Let new employees know about the company's history, policies and corporate culture, and provide a platform for discussion.
Reduce the nervousness of new employees when they first enter the company, and let them adapt to the company more quickly.
Let the new employee feel the welcome of the company and let the new employee have a sense of belonging.
Let new employees know their job responsibilities and strengthen the relationship between colleagues.
Train new employees to solve problems and provide ways to seek help.
"Loyalty, self-improvement, self-discipline, restraint, keeping promises, being diligent in communication, emphasizing coordination, and not boasting.
2, new employee training content
1) Pre-job training (department manager is responsible)
Before going to work:
Prepare office space and office supplies for new employees.
Prepare internal training materials for new employees.
Understand the company, products, training medicine, industry, communication, telephone interview, home visit, etiquette, workflow, instruments, services, sales, health care and so on.
Designate a senior employee as a mentor for new employees.
2) On-the-job training of the department (the department manager is responsible)
On duty on the first day: train the required knowledge in turn.
Seven days after arrival:
Within a week, the department manager has an informal conversation with the new employees, reaffirming their job responsibilities, talking about their problems at work and answering the new employees' questions.
Evaluate the performance of new employees within a week and set some short-term performance goals.
Set the time for the next performance appraisal.
On the thirtieth day after arriving at the post
The department manager interviews new employees, discusses the performance during the one-month probation period, and fills in the evaluation form.
90 days after arriving at the post
The manager of human resources department discusses the performance of new employees with the department manager, whether it is suitable for the current position, fills in the probation evaluation form, talks with new employees about the performance of probation evaluation, and informs them of the company's performance evaluation requirements and systems.
Fourteen Promotion and publicity strategy:
1. Determine the location, time and marketing plan for next month;
(1) Hold 6-7 meetings every month.
⑵ Calculate the site capacity and determine the number of invited customers.
⑶ Make different marketing plans in cooperation with festivals and tourism activities.
(4) The site has convenient transportation, and there are high-standard and high-grade hotels, restaurants or restaurants in the local area.
Advantages: (1) cooperate with the venue to determine the location of the community file.
(2) According to the meeting time, determine the file search time and access time.
(3) determining the marketing plan is conducive to the purpose of business personnel's visit and exchange.
2. Estimated sales, sales expenses, activity plans and marketing plans for half a year and one year.
3. Instrument cost:
Instrument: metered inhaler cost: available
Eye chart fee: 100 yuan
Thirty-five detector fees: available.
Sphygmomanometer fee: available.
Blood sugar negotiation fee: 1000 yuan (high consumables, reference)
Spectral cost of color blindness detection: 100 yuan
Spirometer fee: 500 yuan
Weight and height meter fee: 300 yuan
Personnel salary:
Commission:
Tianjin Urban Action Plan and Forecast Results
Number of sales staff in Tianjin: 20-30.
Event Theme (Location) Key Date (Month/Day) Sales (Yuan) Expenses (Yuan)
The whole month of February 145000 2 1000
Brand-new life, brand-new ideas 2/5 25000 4000
Get together and get healthy (Lantern Festival) 2/10 (2/12) 30004500
On Valentine's Day, make life interesting with health 2/ 14 30000 4500
New concept of health, embracing a new life 2/20 30000 4000
New Happiness Forum February 25th 30004000
There are 30-40 people in downtown Tianjin.
Event Theme (Location) Key Date (Month/Day) Sales (Yuan) Expenses (Yuan)
The whole March
Create interest in life and create a healthy future 3/2.
On March 8th, Women's Day, 3/7(3/8) gifts were sent to health.
Create interest in life and create a healthy future 3/ 1 1
Hand in hand is poverty, heart to heart is caring for health 3/ 16
Prevention of disease-free and happy middle-aged and elderly people 3/20
3/24
New concept of health, embracing a new life 3/29
40-50 people in downtown Tianjin Tanggu: Dagang with 20 people;
Event Theme (Location) Key Date (Month/Day) Sales (Yuan) Expenses (Yuan)
Throughout April
4/2
4/6
4/ 10
4/ 15
4/20
4/24
4/29
Event Theme (Location) Key Date (Month/Day) Sales (Yuan) Expenses (Yuan)
Throughout may
5/2 Historical Journey, Close to Nature, Healthy Body and Mind
5/6
5/ 10
Caring for mother and health 5/ 13
5/20
5/24
5/29
Event Theme (Location) Key Date (Month/Day) Sales (Yuan) Expenses (Yuan)
Throughout June
6/2
6/6
6/ 10
6/ 15
Dear father, are you really healthy?
6/24
6/29
Event Theme (Location) Key Date (Month/Day) Sales (Yuan) Expenses (Yuan)
Throughout July
Celebrate the return of Hong Kong and wish everyone a healthy reunion 7/ 1
7/6
7/ 10
7/ 15
7/20
7/24
Tanabata Valentine's Day, Creating Life Interest by Health 7/3 1
Event Theme (Location) Key Date (Month/Day) Sales (Yuan) Expenses (Yuan)
Throughout August
8/2
8/6
China man with indomitable spirit, do you really care about yourself?
8/ 15
8/20
8/24
8/29
Event Theme (Location) Key Date (Month/Day) Sales (Yuan) Expenses (Yuan)
Throughout September
9/2
9/6
China Teachers' Day 9/ 10
9/ 15
9/20
World Heart Day
9/24
World tourism day on September 27th.
Event Theme (Location) Key Date (Month/Day) Sales (Yuan) Expenses (Yuan)
Throughout October
10/2
10/6
National Hypertension Day 10/8
World health day1013
World Traditional Medicine Day 10/22
World Men's Health Day 10/28
China Festival for the Elderly (Double Ninth Festival) 10/30
Event Theme (Location) Key Date (Month/Day) Sales (Yuan) Expenses (Yuan)
Whole 1 1 month
1 1/2
1 1/6
1 1/ 10
World Diabetes Day1114
1 1/20
Thanksgiving 1 1/23
1 1/29
Activity Project (Location) Key Date (Month/Day) Sales (Yuan) Expenses (Yuan)
Whole1February
World Day of Disabled Persons, Care for Health 12/2
Prevention of disease-free and happy middle-aged and elderly people 12/6
New happiness forum 12/ 10
World Intensive Immunization Day to Improve the Immunity of the Whole People 12/ 15
Celebrate the return of Macao and wish everyone a healthy reunion 12/20
Safe night, safe life 12/24
Welcome the new year and welcome health 12/29
Fifteen. Methods of collecting customer data:
1. Large-scale test: conduct a large-scale health survey on the middle-aged and elderly people in the city in the name of Chinese Medicine Association, and conduct large-scale tests free of charge. Test results, low-priced drug prescriptions prescribed by experts for diseases, dietotherapy, and CD-ROM of Chinese medicine acupoint health massage are delivered to customers' homes by service personnel.
Features: (1) Large-scale free clinic is popular in general communities, with high credibility, which can enhance the reputation of neighborhood committees.
(2) Announce and hang banners five days in advance.
(3) three days in advance in the community and the surrounding community prominently posted leaflets, leaflets distributed on the same day.
(4) The prescription of diseases will also have a certain impact on our prescription drugs.
5) Grasp customer information and needs more and more accurately.
[6] Collect more documents quickly, with high authenticity.
One-time cost 0 yuan.
Become a key community around radiation.
2. Searching for cultural materials: contact the community or the morning exercise place by using health newspaper, health CD, health exercises, acupoint massage, pedicure and other methods, ask the customers in need, leave their names and addresses, and the business personnel will send them to the customers' homes or team up for counseling.
Features: (1) The files collected are few, fast and true.
⑵ The popularity of the community can enhance the brand culture of the company.
⑶ Little understanding of customer information and needs.
(4) The cost is 0- 10 yuan.
Third, search files in gardens and morning exercises.
Features: (1) Collect many files with high speed, and the authenticity depends on the personal ability of the salesman.
(2) The time for searching files is limited to 5: 30-8: 00 in the morning and 6: 30-8: 00 in cold weather.
⑶ Master more customer information and needs.
(4) The cost is 0- 100 yuan.
Four, the elderly university, the elderly activity team to find files:
Features: (1) More files are collected quickly, and the large-scale free clinic is more popular and authentic.
(2) The cost is high and it takes time to connect.
⑶ Grasp customer information and needs more and more accurately.
Verb (abbreviation for verb) A gift cup for holding various sports events:
Features: (1) More files are collected quickly, and the large-scale free clinic is more popular and authentic.
(2) The cost is high and it takes time to connect.
⑶ Little understanding of customer information and needs.
Sixteen. Store customer data
Input the collected customer data into the computer one by one, and establish a customer database with customers and their family members as the basic unit. Use the customer database to screen the target consumer groups related to the activity according to the criteria such as disease, region and age. For example, a health lecture on how to prevent and treat hypertension in middle-aged and elderly people will be held, and all information related to hypertension can be retrieved from the database for invitation, which greatly improves the pertinence of the activity.
Seventeen, telephone invitation
The database has been established, and the next question is how to invite the target consumers to the event site. Research shows that telephone invitation is an effective method.
1, telephone invitation steps:
(1) Identity Description:
When you receive a phone call from a stranger, the person who answers the phone is generally on guard to clarify your identity and introduce you to the customer, which is the premise of a successful invitation.
(2) Ask customers about their recent illness and provide various auxiliary treatment methods.
One is to show the company's concern for customers; The second is to communicate feelings and lay the foundation for formal invitation.
(3) Send invitations
Invite customers to participate in activities organized by the company. You can simply tell the time, place and general content of the activity, and highlight the benefits brought by this activity to arouse their interest.
(4) Address and delivery time
If the customer shows great interest, you can determine his detailed address and delivery time.
2. Invitation communication skills.
(A) the speed and tone of speech
When making a phone call, be sincere and enthusiastic, speak clearly and gently, and speak slowly. Don't be too hasty When you speak, you should always take the first call today seriously, not the hundredth. Avoid using monotonous reciting tone and smile when you speak (a smile can be "heard" by phone).
Politeness and friendliness
According to local customs, make good use of appellations and master polite expressions such as "hello", "please", "goodbye", "sorry" and "thank you".
Don't call each other "you", it's a bit impolite. When the other person is talking, listen politely. Use "Oh", "Oh" or repeat what the other person said, indicating that you have been listening to him.
(2) control the time of conversation
No one wants to be disturbed for too long when talking on the phone. The invitation should be brief and quick, generally controlled in 3-5 minutes.
(2) Matters needing attention in telephone invitation
(1) In order to improve the success rate of invitation, we should choose key customers, that is, those with better economic conditions. Consumers who have a strong sense of health care, have been ill for a long time or have bought products with obvious curative effect, and are maintained at the age of 40-70.
(2) If the customer refuses, don't be angry, but still keep polite language. For example: "Never mind", "Welcome to come again next time" and so on.
(3) Never make a phone call during breakfast, lunch break or evening news time.
18. Home visit: Many conference marketing plans have such a misunderstanding: the more customers present, the better the sales performance. However, according to my years of experience, the conclusion is quite different. The sales performance of marketing meeting depends largely on the work outside the meeting, which mainly refers to the communication between sales staff and target customers, rather than the number of customers coming. Effective communication in different places is the basis of ensuring sales. If the work in different places is in place, in most cases, the sales performance of the next day can be roughly estimated the day before the marketing meeting. The venue of marketing meeting is only used to complete the sales process, encourage hesitant participants to buy through the atmosphere of marketing meeting, and establish a good relationship between customers and enterprises through the venue of the meeting. So I think the efforts of conference marketing are all off-site.
1 Business personnel hold test results, low-priced drug prescriptions by experts for diseases, dietotherapy, CD-ROM of acupoint health massage of traditional Chinese medicine, and company health periodicals, which improves the company's popularity and customer trust.
2 Before the visit: ① According to the meeting time of the company, arrange the visit order for the key, sub-key and non-key customers discharged from the file search. Time is tight. Visit secondary and non-key customers first, and then visit key customers. Time is not tight. Visit key customers first, then visit secondary key customers and non-key customers, and then focus customers.
(2) On the night before the visit, rely on the collection place.