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How Can We Turn Channel Energy Into Sales?

2008/4/23 15:34:00 41

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How Can We Turn Channel Energy Into Sales? .

Channel construction has become the core of many enterprises' marketing, and the channel is also known as the word "King" or "treasure". Even though there is no doubt about it, there seems to be a sign of going to another extreme. The desire of the marketing department of an enterprise or enterprise to channel can evolve to the predatory attack.

But after a great deal of business, the enterprise has fulfilled the phrase we put on the lips: it is full of longing and longing when it is not available, and it will not be treasured when it gets.

Enterprises in the channel development and cultivation has done an incomparable degree, but the energy of the channel gathered by the huge investment of enterprises has not been pformed into market output or sales volume, so the enterprises take the lead in ending troops or doing useless work again and again, continuing to develop or cultivate channels.

Just like burning a boiler, the boiler worker is constantly using the spade to add coal to the stove, and can not wait for the coal to burn.

It must have been a lot of coal in the stove that caused the furnace to stall.

While paying attention to channel construction, enterprises must avoid the channel's "stalling" because of the overinvestment of resources. This requires the marketing managers of enterprises or enterprises to pform the "coal" (energy) in the channel into "heat" (sales volume), that is, to turn channel energy into sales volume, and how can we turn channel energy into sales volume?

First, correctly understand the operation cycle of the channel.

In reality, the lack of understanding of the operation cycle of enterprises causes the management of enterprises' channels to be in a natural state. Front-line marketers only blindly develop or cultivate channels, ignoring that the real purpose of channel development or cultivation is to pursue channel output. This one-sided, aimless inertia work can only repeat rigid actions: promotion, promotion, re promotion, visits, visits and visits.

Just like raising cows, when they are not milking at the time of milking, not only the existing milk is gone, but also the new milk will not be produced.

This not only wastes resources, but also causes cows to feed without milk.

In fact, the channel operation management cycle can be divided into three cycles, namely, the channel energy accumulation period, the channel energy conversion stage and the channel energy release period.

First is the channel energy gathering period.

The so-called channel energy accumulation period refers to the period of enterprise channel development.

At this time, the enterprises begin to develop and distribute the human resources, financial resources and material resources through the combination of products and consumption, competition environment and their actual situation, but there are no obvious or matching outputs in these channels.

Next is the channel energy pformation period.

That is, during the period of channel cultivation and maintenance, after the end of the channel development period, channel members and consumers begin to recognize and recognize the products of enterprises or enterprises, but there is no real repeat purchase in the channel. The process of channel cultivation and maintenance is that the channel energy pformation period is gradually forming the process of repeated purchase. In fact, this process is the process of gradually pforming the channel into resources in the early stage.

The third is the channel energy release period. It refers to the development and cultivation of enterprises through channels, and then through continuous cultivation and maintenance of channels. When enterprises do not invest or reduce investment in these channels, the market sales volume continues to rise. During the period of the continuous increase of market sales volume, the resources of pre investment enterprises have been pformed and fermented, and the market energy has been effectively gathered, and the sales volume is natural.

However, most enterprises have no patience or can not wait until this period, and have begun a new round of work.

If the enterprise can correctly understand and use the channel operation management cycle, it can not only avoid unnecessary resource input, save enterprise resources, but also win competitive advantage or time cost for enterprises.

Two, take the channel operation cycle as the core, formulate channel operation and management plan.

When the enterprises correctly understand and understand the operation cycle of the channel, in the channel development, operation and management, especially in the promotion of new products or the development of new markets, we must adopt corresponding channel working strategies according to the rules of the operation cycle of the channel, clearly stipulate the main work and goals of each period.

1, channel energy gathering period

The energy accumulation period is the input period of the enterprise's channel development period.

Highly aware of the work of this period, and unconventional cost strategies for this period.

Find the cost of investment in the channel development period and input sensitive areas, so that their input can play a role in the dynamics of competition.

To avoid excessive caution and lead to "tight money", in the operation period, the intensity of channel investment is "no pain no itch", and this kind of "no pain no itch" cost investment will on the one hand will drain in the channel, on the other hand, it will also delay the market opportunities of the enterprise; marketers must do well in this period's input budget and work plan.

Ensure that the work is solid, effective and effective while ensuring that the cost of development is put into place.

It is worth reminding that the cost of investment in the channel development period is also unable to ensure the completion of this period of work objectives. On the contrary, the cost of work is not in place. The cost of business can be bought in the mature market for a time, and sales can never be bought by the market, because the blank market is developed, promoted and pported.

It is imperative for enterprises and enterprises to avoid being anxious for success. Under the pressure of huge market competition, enterprises will consciously and unconsciously pursue the reality of input and output, which will guide them.