Terminal Sales Doubled

At present, a large number of consumer goods enterprises are led by the terminal. They expect to display through strong terminals, strong terminal shopping guides, open customers' wallets and take away the goods, but the efforts of such a company are often not effective. In fact, terminal sales need personalized methods, can not copy others' patterns, and combine their own positioning and resources to have a way out.

Winning the battle is better than winning the battle.

Many people do not understand why the work of terminal sales promotion has much to do with the initial strategy. In fact, it has a lot to do with the initial marketing planning. It will save a lot of advertising fees and promotional expenses for the later stage. For example, take the Yaguang home textile as an example, the brand positioning of other competitors is not "love you as if you love yourself", that is, "XX home textiles, really big home textile". Finally, the positioning of the terminal is very similar to the image of the terminal, that is, the difference between the spokesperson and the color.

And Yaguang home textiles really caught the mainstream demand of towel consumption -- the most concerned needs of young and middle-aged women: beauty as the core positioning, developing a series of beauty care towels, and more importantly, in the performance of terminals, the beautiful birds in the world are also beautiful incarnations. Peacocks are used as visual recognition symbols, not only in VI, but also in shelf modeling, product display and terminal materials, which fully mobilize the senses of the target consumers, bring them good associations and desire for beauty, thus greatly enhancing the desire to buy and buying.

We made incomplete statistics on some Yaguang home textile terminals. The number of people entering the shop has increased by more than 3 times, and the turnover rate has also been raised by 120%.

This is the value and role of the beginning of the victory. The brand positioning and value shaping of the early stage are not well planned. In the later stage, even tens of millions of dollars are spent on terminal construction, it is possible to be thankless. The reason is very simple, because there is no personality, not a product and image that consumers really care about. It is hard to have a future in this market with so many commodities.

Therefore, in order to adjust the location of the enterprises, such as TLA ya, timely adjustment is critical.

Decisive performance depends on performance.

Terminal sales are good, the key is performance. The key is the terminal image and display. The more important thing is the terminal shopping guide, that is, the performance of the staff. A good shopping guide is better than a hard advertisement. I read dozens of shop sales brochures, and it is also a big difference. The product knowledge and many professional sales words are stacked together. Some of them are copied directly from the books of marketing theory. How can these professional names know how ordinary salesmen can understand, how can they express clearly and be willing to express, and even more importantly, are they able to impress consumers?

The author believes that the terminal shopping guide must be simple, vivid, systematic, combined with product characteristics and brand positioning, so as to facilitate the implementation of front-line staff, willing to implement, will have better results.

Aiming at the characteristics of Yaguang home textile products, including the environmental protection, high quality and beautiful brand positioning, the guide has done the following three actions, and achieved very good results.

    動作一：一雙手套 

Terminal sales staff must carry clean white gloves with both hands to display, fold and package products for customers.

Objective: towel products are all exposed to the skin of the body. The hands usually contain a large number of bacteria. In order to ensure that every product of Yaguang can be provided to consumers in a clean and hygienic manner, it is necessary to wear gloves to provide services to customers, and at the same time, let customers feel the professional image of Yaguang on their own care and high quality.

Requirements: 3 pairs of white gloves are prepared for each person to make regular replacement and cleaning.

When giving products to customers, they should hold the products in both hands, so that customers can see and contact the products with the greatest potential.

    動作二：兩句問話 

When a customer chooses a towel or starts a payment paction, the salesperson must do the following:

How often do you exchange toothbrushes?

(no matter how the customer answers), the following reply is made:

Yes, the toothbrush needs to be replaced once every three months to ensure that it is clean and sanitary and towels are also needed.

Would you like to buy Towels for your own use?

Or for family members?

According to the customer's answer, guide shopping with targeted products (see Yaguang product terminal sales).

    動作三：三句囑咐 

After the customer pays the bill, the salesperson must say the following three sentences:

Are you worried that your skin and your family will be harmed? It's best to use high quality environmentally friendly towels. Yaguang is the only world-class brand that can produce towels without softeners and fixative.

Please leave a phone call for me, so I will remind you to change towels and toothbrushes regularly, and it is my duty to protect your health and beauty.

(collect customer lists, build databases, send a message about skin maintenance and health every 2 months, send a prompt message every three months to replace the towel toothbrush).

If you change your new towels in our store within three months, you can enjoy 10 percent off discount.

The aim is to enable customers to develop regular habit of changing towels and to take advantage of preferential measures to influence sales behavior. The discount rate can be adjusted according to the specific seasons.

上述銷售動作看似簡單，但非常使用，可見，并不是做很多事情，做許多所謂很專業的工作，就能取得效果，因為中國人是感性的，中國消費者更是感性的，用理性的方法很難奏效，必須理性和感性相結合，引導和教育消費者，才有可能有更好的(全球品牌網)效果，再如紫羅蘭家紡，產品賣點一直在強調繡品，采用百萬針工藝，但是消費者看不懂，不知道這對自己有什么關系，筆者讓紫羅蘭家紡的導購人員，每人配置一個20倍放大鏡，在顧客光臨的時候，遞給客戶，并說一聲：“歡迎品鑒紫，羅蘭百萬針家紡”，顧客在拿起放大鏡選購產品的時候，心里面會是怎樣的感受呢，原來這個床品，要拿放大鏡看，那做工非常好，一定是精品了，從而給顧客留下良好而深刻的印象，這樣即體現了紫羅蘭床品高品質工藝，而且又讓顧客感到了價值所在，當然獲得了很好的績效

Violet home textiles has also created a single store with an annual sales volume of over 5 million, which is the single store in the domestic textile industry.

In short, in fact, it is crucial to win the final experience, because consumers follow the feeling, you feel good for him, especially for your products and salespeople, and believe that this is the product that you want to have, creating value in the paction process, and constantly strengthening and deepening it, so sales volume will be able to get a new breakthrough.