To sum up, new market development can be divided into the following seven steps:
Step 1: Make five familiarities 1 familiar with the company's current position in the same industry before departure; Familiar with the company's products, especially their advantages, eating methods and storage methods; Familiar with processing technology; Familiar with the company's marketing culture and marketing policies; Familiar with all available customer resources in the new market to be developed, including the company's old business units and customers who actively call for cooperation. Being familiar with the company's current position in the same industry directly determines your mentality and confidence when visiting customers. For example, our company is the first grain enterprise and the first brand in China, which determines that we are very confident when negotiating with customers. Be familiar with the company's products, especially its advantages, and understand all aspects of product knowledge and processing technology, such as eating method and storage method. It will help us not to speak layman's words when negotiating, but if the customer is a layman, he will think that we are experts, and if the customer is an expert, he will agree with us from the heart, so that we can be easily accepted by customers and feel safe when cooperating with our company. Being familiar with the company's marketing culture and policies will help us grasp our own concession bottom line when negotiating with customers, and at the same time let customers.
Step 2: When you first arrive in a new market, you should make an investigation and three affirmations. Fully conducting market research is the necessary and primary link to open up new markets. The process of market research is actually a process of finding your own feelings in the market. Through investigation, you can fully understand the market situation, market potential and sales forecast of your competitors, so as to find market opportunities and breakthroughs.
Three "affirmations" are: First, on the basis of market investigation, the position and advantages of our company's products and marketing policies in the same industry were determined through analysis, and a breakthrough was found. When the polished rice factory was first put into production in 2000, I was responsible for developing the Wuhan market. I just arrived in Wuhan and plunged into the grain wholesale market according to traditional habits. As a result, the agent could not be found. Later, through analysis, we found that the price of our products could not be docked with ordinary rice, so we changed our mind. Why do I really want to sell our products as rice? Why not sell them as food? So I put forward the concept of "selling our rice as grain, not as rice", so that when looking for customers, the bottom is much wider. This concept has just been put forward, but it has greatly influenced the thinking of our polished rice company when developing customers. Why do our agents seldom do grain and oil now is affected by this. When I took over the Jiangxi market in March, 200 1 year, there was only one dealer. After I went to the Jiangxi market, I found through investigation that the Jiangxi market itself is rich in high-quality rice, which is even better than that in Hunan. It is really difficult to buy rice in Jiangxi, but through analysis and comparison, I found that our company's 5 kg plastic packaging is our advantage and selling point.
Step 3: Preparation before visiting customers:
1, samples and related publicity materials.
2. Determine the bus route, make an appointment by phone in advance to ensure that you arrive on time.
3. A "marketing plan"
4. Organizational language: determine the general content of the conversation with customers during the visit. The following are the main contents of my first visit to customers: ① Company profile and its position in the same industry, production scale and capacity, quality assurance and stability system, mainly to reassure customers: First, we can cooperate with our company for a long time without worrying about making products hard. As a result, the company went bankrupt. Second, we have sufficient supply guarantee; The second is the analysis of the main target market and market prospect; Third, we plan to promote our market; Fourth, we have a zero-risk after-sales service guarantee system; Fifth, we have a profit system; Sixth, our company's basic conditions for dealers, especially the issue of paying first and then delivering.
5. Determine the bottom line of negotiation, such as payment, promotion support and return.
Step 4: In the process of visiting customers, how to "impress" customers and do the following:
1, introduce the feasible investment and financial management plan you have made for your customers, including investment risk analysis and zero risk; Profitability analysis, sufficient profit space guarantee; Long-term analysis of brand operability-there is no national brand of rice at present, and once I master the agency right of the first brand of rice, I will benefit a lot. When I developed the market in 2000, the agent in Xiangfan market in Hubei Province used to do rubber business, and the agent in Loudi market used to do kitchen supplies in Qiaonan market. Why did they all start Jin Jianmin's career, mainly impressed by the feasible investment and financial planning? When I first arrived in the Beijing market last year, I was a stranger and visited many customers. Either the financial strength is insufficient, or there is a problem with the existing channels. Finally, I was deeply impressed by the current distributor Beijing Wanbang Food Company, and I have a feasible investment and financial management plan. He used to be a health product and never cooked. As the boss of the company joked, many products of our company want us to act as agents. Why did I choose you instead, that is, your investment and financial planning?
2. Moderate incitement and affinity in tone and content. The requirements here are moderate, the words are too real, and the tone is too low to stimulate the entrepreneurial passion of customers. As mentioned above, you told us from the beginning that the supply of goods is often not guaranteed, the quality of products often goes wrong, etc., which scares customers far away, and exaggerating it will bring trouble to future work.
3. Good after-sales service commitment.
Step 5: "Invitation" before signing the contract: It is an important means to invite customers to visit our company as much as possible after initially selecting some interested dealers, because I believe that every customer who has been to our company will have great confidence in cooperating with us.
Step 6: Establish an agent: Choose the most suitable but not necessarily the largest customer from several interested dealers as our partner.
Step 7: "Details" before the start: After the partners are formally determined, we will start to be "salesmen" and "attendants" for the dealers in terms of ordering, variety selection, price system and distribution channels, so as to fulfill our promise when we started negotiations.