Terminal distribution skills 1: 5+ 1 hierarchical access mode
Visit offline 6 days a week: 5 days is a normal visit, for example, visit 30 customers who place orders online every day, and shops with competing products need to visit frequently-occupy the display and increase our end customers and sales opportunities; New product stores of this product should be frequented frequently-increase display, implement promotion and improve marketing opportunities; This product display agreement/monopoly agreement/promotion agreement requires frequent visits to maintain the implementation of the agreement.
Terminal distribution skill 2: 20+ 10 hierarchical access mode
According to regional sales and other factors, terminals are divided into three grades: A, B and C. A-level stores are big stores, so it is best to select and establish a visit route manual separately, and there will be a high-frequency visit every two days. The salesmen who run KA supermarkets and large restaurants have different quality requirements from those who run small shops, so it is better to visit them separately. Store B and C set up a graded terminal access manual. For example, the salesman runs 30 stores every day, of which 20 C stores visit once a week and 10 B stores visit twice a week. In other words, the name of store B may appear twice in the same line of manuals.
In fact, this method is similar to the above-mentioned 5+ 1 visit mode, except that 5+ 1 focuses on the shops that need to be visited repeatedly in one day, and 20+ 10 hierarchical visit is to select a store to visit alone, then visit B store normally, then visit C store again on other days of the week, and visit C store every week according to the route.
Terminal distribution skill 3: optimize terminal access lines
Establish the basic information of terminal visit, so that sales staff can visit terminal customers in a standardized way, and constantly turn blank stores into inventory stores, single-product stores, multi-product stores and model stores. According to the basic data, the supervisor can analyze the structural indicators of end products such as blank stores and single-product stores, judge the market space, set sales targets and terminal distribution targets for business personnel, and then lock the target network directory of distribution. However, sometimes improper use of terminal line information will also affect the distribution performance, which needs to be continuously optimized.
Terminal distribution tip 4: Update customers online:
Every year, 20% ~ 30% of restaurants and small and medium-sized supermarkets close down and open new stores. If you don't update your terminal customer information in time, it will waste terminal resources. Not only is the visit incomplete, but it will also lead to employees' work. According to the route manual, 30 stores will be opened today. As a result, nine shops on this route were closed due to demolition. Therefore, salesmen should pay attention to the newly opened stores and old stores in their own areas. The supervisor should reward the salesman who reported the opening of the new store and punish the salesman who did not report the opening of the new store.
Terminal distribution skill 5: catch seasonal outlets;
The fish restaurant next to the reservoir, the farmhouse on the mountain and the restaurant supermarket in the seaside tourist attractions are typical seasonal outlets. These stores often open from May to 65438+ 10 every year and close in winter. In addition, the school shops are closed during the holidays, but at the same time, the business of internet cafes is booming. There are also kite festivals, Oktoberfest, Canton Fair, Nadam Convention, Dragon Boat Festival, railway construction, urban demolition and other activities in various cities. These are seasonal points of sale and active points of sale. Usually there is no sales, and there will be a sales blowout in a short time.
Interested salesmen and supervisors will pay attention to summarizing the laws of these local sales points and establish customer information in advance. In the "peak season" (for example, the weather has just warmed up in April, and restaurants in seaside tourist attractions are just about to open), there is a great demand for goods in terminal stores, and competing products often have not responded. You are the first to visit these stores, and you are naturally invincible when selling goods.
Terminal Distribution Skill 6: Focus on visiting key areas.
Walking once a week is a regular way of fighting. But what if there is an unconventional situation? For example, what if competing products attack our market with strong distribution? What should I do if I need to press the goods before the Spring Festival? What should I do if I need to concentrate on activities recently to honor the prizes of the exhibition agreement and monopoly agreement of the terminal last year? Then, we must temporarily stop visiting the line, concentrate on visiting the distribution outlets of competing products to meet competing products, concentrate on pressing goods with cars, and concentrate on paying the agreed remuneration as soon as possible. ...
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