The significance of deep distribution lies not only in strengthening terminal network management, but also in keeping abreast of market demand and competition dynamics. In-depth distribution also promotes the establishment of a good communication environment between brands and distribution members and relatively closed market access. In-depth distribution helps home appliance enterprises to master logistics information, arrange goods supply in time, effectively control the flow of goods and prevent cross-selling; Helps control payments and cash flow.
As a key link in the effective application of deep distribution policy, home appliance sales personnel shoulder the heavy responsibility of accurately and deeply implementing deep distribution policy. So, how do home appliance sales staff carry out in-depth distribution?
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First, knowledge reserve.
Product knowledge. The deep distribution salesman's job responsibility is mainly to sell the company's products to the terminal stores. Only with rich product knowledge can we persuade dealers to purchase goods. The product knowledge training of general household appliance enterprises has reached a considerable level.
Sales skills. The salesman did not achieve his goal by selling home appliances to the terminal store, but also helped the terminal sell products to consumers. Most of the terminal shopping guides do not have professional sales skills, so it is necessary for our salesmen to teach professional sales skills to the shopping guides when visiting the terminal to improve the sales of this product.
Terminal activation knowledge. In addition to the product factors and the sales skills of the shopping guides, the sales volume of the terminal also depends on whether the terminal activation can attract customers' attention and play the role of terminal interception. Therefore, sales staff should know the best location of home appliances in the terminal, where POP and posters should be hung on the terminal, how to attract customers' attention, and how to make their products look different from competitors.
Communication skills. Deep distribution salesman is the bridge between home appliance enterprises and distributors. Only with good communication skills can we accurately convey the policies of enterprises and persuade dealers to sell goods according to the requirements of enterprises. Nowadays, the super-large home appliance stores headed by Gome and Suning frequently use the opportunity of home appliance enterprises to hit the market at a "promotional price" lower than the enterprise guidance price or even the purchase price, which makes home appliance enterprises very helpless. In this case, if you have excellent communication and persuasion skills, you may be able to recover some disadvantages.
Collection skills. Putting the product on the terminal shelf only completes the first half of in-depth distribution. The key is to control the sales progress and get the money back at any time. Home appliance stores occupy a large number of manufacturers' funds to open stores crazily. Once the manufacturer is occupied by funds, it will be more difficult to get out in the future.
Second, the tool preparation
With the above knowledge, we should prepare the corresponding tools. They are distribution network diagram and access manual. Secondly, you should also bring a calculator, a signature pen, double-sided tape, business cards, correction fluid, Buddhist monk's knife, stapler and other stationery. These tools are good assistants for distribution work.
Distribution network map is a regional map of the distribution of household appliances terminals, including large household appliances stores, department stores, large supermarkets, small household appliances stores and so on. Mark on the map with pens of various colors. Including the names of all roads, obvious signs, etc. According to the sales contribution, ABC classifies the stores, and the cumulative sales of large customers account for 40%, from large to small, medium customers account for 20%, and small customers account for less than 5%. Spend 80% time on AB customers who generate 80% profits.
Visit manual, including daily customer visit schedule, inventory replenishment record, sales introduction, visit report, product price list and blank paper. The content of "Visit Report" is the detailed information of each visit to the terminal store, including terminal number, grade, inventory status, products displayed by the store, existing problems, similar products, payment and return, etc. Assess the work content of the salesman and master the terminal information. Terminal information is an important basis for implementing marketing strategy.
Third, the deep distribution process
When the tools are ready, let's start a day in-depth distribution salesman.
At 8: 30, check whether the tools are complete, check the customer visit schedule of the day, and prepare to leave. Customer visit plans vary according to the level of customers.
Key customers: the insurance policy is held stably for a long time, and visited more than twice a week. Product display, neat shelves, popular posters, sales incentives.
China customers: firmly occupy, tap the potential to promote sales, seize the shelves, constantly change ways, and increase sales, more than once a week 1 time.
Small customers: buy less goods, speed up turnover and digestion, ensure product display, display and serve as a window to promote products.
Enter the first appliance store visited at 9: 00. To find their own product shelves, the salesman should first check the varieties and specifications of the company's products on the shelves, and record these distributions in the inventory replenishment record. If there is a problem with the product specification, the salesman will suggest the purchase specification and quantity to the terminal purchaser according to the situation. If there is dust on the shelves or goods, take the initiative to wipe it with a rag. Although this is not my job, if I do it often, it can drive the hard shopping guide to sell my products and increase customers' goodwill towards my products.
Secondly, the salesman looks at the retail prices of these varieties and specifications to see if they are within the suggested retail price range of our company. If the retail price is different from the manufacturer's policy, it is necessary to communicate with the person in charge of the terminal, ask the reason, make a righteous protest, and correct the price chaos of the terminal. If you can't coordinate, you must inform your superiors at the first time and let them solve the problem.
Third, the salesman should check the sales promotion of the terminal products to see if there are promotional materials and whether they are placed in a conspicuous place. If there is a problem, you can choose a favorable position, post your own poster and hang your own flag with the acquiescence of the person in charge of the dock. The most conspicuous place is the place that is most easily seen by consumers. For example, the entrance or checkout counter of a store. The person in charge of the dock is generally lazy. If you work hard to hang the national flag on the roof, they are generally reluctant to climb up and take it down, which naturally gives us favorable display space and time. If there are cracks in our own publicity materials, we can immediately stick them with our own glue, scissors and other tools to maintain the brand image at any time. In addition, you can boldly move the promotional materials of competitors, and the person in charge of the general terminal will not stop you.
Fourth, stand aside and see how the shopping guide of his own products greets customers, introduces products to customers, and communicates prices, promotions and failures with customers. Find out the problems existing in shopping guide sales and explain them one by one. If necessary, we should demonstrate in person, so that the shopping guide can learn sales knowledge from their successful sales cases and establish sales confidence.
Fifth, have a chat with the shopping guide to find out consumers' recent preferences, what models are the best sellers, which features are the most attractive and so on. We should not only talk to the shopping guide of our own products, but also talk to the shopping guide of our competitors' products, so as to understand the sales situation of competitors, the characteristics of hot-selling models, and the competitive information such as what kind of promotion and incentive policies are implemented for shopping guides. There is an old salesman who always brings some cheap gifts every time he goes to the store, such as stockings and hair bands that girls often wear, not only for their own products, but also for competitors' products. Let the shopping guides in the store like him very much, and he is willing to tell him all the questions he asks. Therefore, his market intelligence is always the most comprehensive and informative.
After the above steps are completed, the salesman will complete the visit report according to the visit situation, which is a very important step. Because these data and reports reflect the results and results of in-depth distribution of delegates' visits. Moreover, these data can be an important basis for home appliance enterprises to study market trends and seize product sales opportunities.
10: 00- 17: 00 visit as planned.
17:30 Summarize the results and experience of today's visit, report to the relevant departments of the company, and then make a visit plan for tomorrow.
In short, deep distribution enables enterprises to quickly introduce home appliances into the market, penetrate the market, and quickly adjust the product structure according to market requirements and consumer demand, so as to make products more suitable for consumers. Deep distribution is a magic weapon for home appliance enterprises to control the market.