How To Solve The Sales Promotion Syndrome That Is Not Promoted By Circulation Channels?

Sales promotion of distribution channels has always been a sales magic weapon highly praised by sales front-line staff, and has magical effects on improving sales tasks and combating competing products.

However, after the promotion, the sales promotion syndrome has affected the long-term development of the company. How to solve it?

The author as a sales front-line staff, talk about their own views.

A company is a sales branch of a famous meat product company in China. In order to crack down on competing products and increase sales, a large scale sales promotion of circulation channels has been carried out for four consecutive months, and some achievements have been achieved.

But at the same time the huge monthly expenses increase, resulting in other legitimate activities of the company can not be carried out.

So the company decided to cancel such a large-scale promotion, but sales fell sharply in that month, and other competitors took the opportunity to win some market share.

The company suddenly got into trouble and everyone talked about "promotion".

As a front-line staff, the author analyzes the situation and suggests that the company take certain measures to further push the company out of the predicament.

I believe that sales promotion, as the name suggests, is to promote sales.

That is to say, all kinds of methods and means that can promote sales can be adopted.

It is understandable that the company promotes sales through promotion, and it is understandable to crack down on competing products. However, due to the long-term single channel scale sales promotion, it has resulted in an increase in sales promotion by terminal providers and wholesalers at all levels, and stop buying and waiting for promotion.

At the same time, the large-scale sales promotion of long term circulation channels is actually in disguised price reduction, which is likely to cause regional fleeing, causing the resentment of other brotherhood companies and local dealers.

Finally, once the sales promotion stops, there will be a "no promotion" sales promotion syndrome.

Under normal circumstances, this sequela will last for two months.

How to reverse this embarrassing situation, I think we should start with the following aspects:

First, it is decisive to stop the promotion of the circulation channel and increase the other forms of promotion.

Once the scale of sales channels is stopped, sales will surely decline. This situation can not be changed, but by increasing other forms of sales promotion, the decline will be suppressed.

Generally speaking, sales promotion is the most popular and effective way for promotion of circulation channels.

As a brand product, the promotional effect will be better.

However, the promotion and the disorderly conduct of this promotion will lead to sales promotion syndrome.

I believe that in such a situation, the company must resolutely stop scale sales and increase other forms of promotion.

The purpose is to divert the adverse effects caused by the scale promotion of channels.

For different customers in the channel, adopt different methods.

1. set up a cumulative Award for wholesalers to pfer wholesalers' sales dependency.

It should be said that wholesalers at all levels are large customers of channel promotion, and are also difficult to control customers.

When a large-scale sales promotion is stopped, such customers are most strongly reflected. Therefore, how to eliminate the dependence of these customers is the key to reduce the degree of impact after the large-scale sales stop.

I believe that the establishment of a cumulative award should be based on local distributors, and classify the types of wholesalers.

Note: the cumulative prize time should be short, and the award should be lower than the last promotion.

2. set up display awards for terminal providers to enhance recognition of the company's products.

The terminal display award is set up not only for all terminals, but for influential terminals.

Generally speaking, there are two kinds of influential shops in central towns except CD stores in AB supermarkets.

The purpose of terminal display awards is to strengthen terminal control, enhance the image of enterprises, and control the entry of competing products.

Second, strengthen the terminal distribution of distributors, enhance terminal control and increase sales.

When there is a sales promotion syndrome, it is also the most competitive market share.

The key to control the market share is how to control the CD terminal.

I believe that the loyalty of terminal providers is higher than that of wholesalers, so controlling market terminals is the key to control the market.

Therefore, the company requires dealers to strengthen terminal distribution, is one of the alleviation methods of sales promotion syndrome.

Because terminal providers are dependent on sales promotion, it will be more difficult to distribute goods, but the main purpose of distribution is not to sell out much goods. The important thing is to strengthen the relationship with terminal providers, thus enhancing terminal control and alleviating the impact of sales promotion syndrome.

Third, stimulate terminal consumption, promote wholesale links, and guide the healthy development of the market.

In order to ease the resistance of terminal dealers and wholesalers at all levels and alleviate the vicious circle of the market, the key is how to stimulate terminal consumption, promote wholesale links, and guide the healthy development of the market.

To stimulate terminal consumption, free tasting and delivery methods can be adopted.

Select AB supermarkets in central cities, communities, schools for free taste and delivery, and township key businesses to carry out free taste and delivery.

We should pay attention to on-site guidance and supervision for free tasting and sending, so that activities can be more valuable.

The more effective way is to unite local distributors and take the form of "where to go and where to go" to better guide and supervise activities.

Stimulating terminal consumption can adopt propaganda means to guide terminal consumption.

Design publicity plan with cost permissible.

Generally speaking, the publicity of meat products market includes: AB type super super head and field POP posters, terminal store banners, posters and so on.

Through the implementation of the above measures, the company gradually out of the predicament, the company's internal circulation around the mass promotion should also be carried out, has been debated.

I think that every enterprise may encounter such a situation. Large scale promotion of circulation channels plays an important role in improving sales volume and attacking competitive products, but it is also very easy to generate sales promotion syndrome, promote sales and make people happy and worrying.

In the application, the key is whether we can effectively control the promotion process and the adjustment strategy after the promotion.

Facing sales promotion, there is no need to be afraid.