The Secret Of Increasing Market Increments

During a training session, when the author interacted with the trainees, a student stood up and asked: "when the product of a company enters a regional market, the market will gradually become calm and the sales will be very mild after the honeymoon period of products and markets." how can we increase the sales increment in the regional market?

This is a market operation problem of universal significance. When a product has gone through a "passionate collision" with the market, the sales volume will increase sharply, and it will inevitably usher in a bottleneck of sales growth. At this time, no matter what the market is doing, even if we want to keep growing a small point, it will be very difficult.

However, in the current situation of success or failure, it is not impossible to adopt some strategies and methods to "Penetrate" the market and increase market increments. Here are four suggestions of the author:

Develop blank market.

When a sales area is faced with an increase in a single market, there is no need to see whether there is any blank market or customer in the regional market.

There are two meanings: one is the blank market for development in the region, the other is the regional market that has been developed, and whether there are downstream customers to be developed for the development of the market. Two

As a single market will not increase the volume of sales too much, therefore, in order to make the entire sales area rapidly incrementally, one of the things that marketers must do is to "eliminate illiteracy", that is, to eliminate the blank market in the sales area.

For example, a sales manager is responsible for a prefecture level market. There are nine counties in the prefecture level market, seven have been developed, and two are still not developed. Then, these two blank markets are the incremental market that is striving to win.

Because once the new market is launched, even if the goods are sold again, it will bring huge sales growth to the region.

This is the quickest way to increase the regional market rapidly.

Import incremental mode.

If the sales area has achieved "full coverage", all the county level markets have been exhausted, then the incremental way is to import the new incremental mode.

For example, deep distribution or intensive farming.

The so-called deep distribution, or access to precision farming, is to realize the flat channel and shift the focus of marketing efforts. The original is to turn around dealers, and now we need to help distributors, focus on "distributors" and directly control the terminals.

Therefore, enterprises need to vigorously support distributors who have the ability to distribute and serve downstream channels. They need to further clarify their roles and functions. For example, the factory staff are responsible for terminal development, terminal tally, customer maintenance, etc. distributors and distributors are responsible for product distribution, payment recovery, terminal manufacturers are responsible for product promotion and promotion implementation, etc., so as to clarify their respective division of labor, professionals do professional things, and channel value chains can be orderly and effectively pmitted, so as to lay a solid foundation for sales growth.

Covering new outlets.

The third way to increase market increments is to cover new outlets.

This includes two meanings: first, the development of new sales outlets, such as newly established retail stores or other new channel formats that can sell this product, such as business clubs, etc. Two is the original sales outlets that have not yet been sold.

For example, competitors' sales channels, retail outlets in remote areas, etc.

For the first point, we need to learn to see the sales channels dynamically. "The waves in the Yangtze River will push ahead". Every year, there will be some old outlets that are going to run down. There will also be some new sales outlets springing up like mushrooms. These new outlets are the objects we want to take and the guarantee of increment.

For the second point, the sales outlets of competitors should do everything possible, for example, by giving gifts, large distribution outlets to the sales area, zero risk management and so on, to absorb the products of their sales companies, and directly promote the growth of product sales.

For uncovered sales outlets in remote areas, the "tentacles" can be extended by delineating reasonable sales areas and routes, and sometimes there may be new miracles.

For example, in order to increase market sales, a wine company decided to implement "carpet type" covering method, and developed some stores, grocery stores and village stalls in remote rural areas, which were 70 kilometers away from the urban area. What was unexpected is that they thought sales would be very small, but in fact, every time they shop, they would return triumphantly.

Originally, because of the remote place, many manufacturers did not want to go there to deliver goods for cost reasons, which became a niche sales area. Therefore, after finding the blue ocean, the sales volume of the company increased a lot.

Increase sales of single stores.

After we have achieved almost no gap coverage, we have to work hard to improve the yield per unit area.

In economics, there is a 80/20 rule, that is, the sales volume of 80% comes from 20% of big customers.

If we want to increase sales of single stores, we must firmly grasp these key customers.

There are still two meanings: first, according to the sales volume of customers, naturally formed A, B and C customers, that is, core customers, key customers and general customers.

The two is the probability that B and C customers will be pformed to class a customers through their own efforts and support from enterprises.

For the established A, B and C customers, enterprises must focus on resources, focus on key customers, and use "good steel on the knife edge".

At the same time, for the second types of customers, they should also focus on support and training according to their own potential, willingness to cooperate, and distribution capabilities, so as to maintain dynamic balance and survival of the fittest among A, B and C customers.

For customers, we should do the following work to improve the sales volume of single store: first, terminal distribution, we should try to spread all the outlets that we can shop.

Two, product display and terminal vividness.

Now is the visual economy, through the terminal vivid, so that the product can stand out, can "easy to see, easy to choose, easy to take", increase more sales opportunities.

Three, promotion and promotion.

We should communicate with customers through new and unique sales promotion methods to stimulate consumers to buy products.

For example, a liquor company, through the "Golden Buddha" activities in drinking, only opens the bottle and has the opportunity to "open" the Golden Buddha, attracting a lot of consumers to try, and the sales volume growth will come true.

Promote new products.

Aside from the factors of price war and advertising war, another way to increase sales volume of enterprises is to promote new products. When the market sales of enterprises tend to be dull, through the listing of new products, the smooth market can be "agitated" and even activate the market of "shock".

Because of the old market, old products, pparent products, pparent prices, pparent profits and so on, it is difficult to arouse the enthusiasm of all kinds of channel distributors. By promoting new products in the old market, new incremental points can be added, and new profit points can be added to the channels, which is a "win-win" thing.

Therefore, through Ma Xin's products, especially the differentiated new products, the market can be "rejuvenated" and usher in a new sales climax.

For example, when a beer company launched a new fruit beer product, because this product is between beer and beverage, it is a marginalized product, which expands the consumption group. It can also consume the old people, children, taxi drivers who can not drink beer, and taste better. Therefore, it has rapidly expanded the market share, and sales have increased considerably.

To sum up, the regional market needs to consider new breakthroughs when increasing the regional market. After abandoning the traditional price war, advertising campaign and promotion war, as an enterprise, it is possible to start from the new product introduction, new market development, increase the density of network coverage, and increase the sales volume of single stores, so as to achieve the goal of increasing market increments by looking for "market gap", constantly "nibbling" and "penetrating" the market, and running competitors.