How To Make Small Customers Make A Big Contribution?

In marketing, in order to improve efficiency, manufacturers are accustomed to concentrate on those 20% customers who have strong sales ability, while ignoring those "vulnerable groups". Long tail customer The market competition is becoming more and more intense.

In the enterprise Sales management Manufacturers often require salesmen to develop their customers to give priority to the most powerful local customers, and hope that both sides will be able to match each other or be able to rely on big trees to enjoy the cool. However, the cruelty of reality sales can not make every salesperson succeed in finding success or finding partners who are well matched.

　　 1. Is it pleasant for manufacturers to cooperate with supermarkets?

The disadvantage of cooperation with terminal hypermarkets is that many works are not carried out by manufacturers or dealers, and sometimes they are subject to various unreasonable or harsh demands put forward by supermarkets. Otherwise, the contradiction between the two sides can be easily led to the sale.

Therefore, in the cooperation with big stores, the phenomenon of "big shops bullying factories" is difficult to be directly proportional to the cost of factory investment and the output of repayment.

With such a typical case, it fully reflects the value of the "head" and "tail" to the manufacturer.

RSD refrigerator salesperson Xiao Wang and ML refrigerator business personnel Xiao Zhang rented a house and lived together. At the end of every month, Xiao Zhang was delighted with Xiao Wang Xuan Yao: "today, XX mall gave me one hundred thousand of the draft." Xiao Wang was slightly jealous and said, "it's still you." However, Xiao Wang occasionally sighed: "the investment in this shopping mall is too large, and the company is at a loss." XX shopping mall is the largest brand store in Y county. It is the first choice for home appliances and sellers. At first, Xiao Wang also hoped to take advantage of the big tree to enjoy the cool, and to come in with a broken head. Maybe because Xiao Wang is not responsible for the influence of the products, and the company simply can not meet their harsh demands. Entrance fees, festival fees, shopping guide support and so on have led to no chance to enter.

For a county store, it is a matter of heaven and earth to talk about the entry fees, festival fees and placement of shopping guides. I really don't know how other brands can accept it. Is the business not considering the ratio of input to output? He listens to ML business: to put aside those fixed fees, in order to sell the volume, we need to invest more than three thousand yuan a month to do special sales and promotions. There are too many brands, too much competition, too little competition, no sales activities, and less sales.

Xiao Wang really thanked the boss for not giving him the chance to enter the field. Otherwise, even if he went in, he would die in it. (why do I say so? The sale of the main store is mainly driven by activities, no activity, business is cold, and where to fight for so many resources for a county store?) wasting the fixed costs that can not be evaded, it may be because sales are not ideal, which destroys the brand's influence in the locality.

Household appliances sales are just like that. Wolves have Wolf Road, and snakes have snake roads. Not to rely on the "big terminal", relying on small stores, as long as the operation is right, the same is true and sound, the wind and water rise, the boss and sales personnel can be in a win-win situation. For Y County, Xiao Wang chose two far away stores, and the product models were misplaced, and the two businesses together each month had a refund of seven or eighty thousand. Xiao Wang also has no headache for those gratuitous expenses.

In 04 or 05 years, on the red land of Jiangxi, a wave of "blocking Guo Mei and blocking Su Ning" was launched. Even in the three level market, the project of expanding the storefront was also carried out vigorously, hoping that some day would be able to compete with the super terminal. Who would have thought that the fate of these bosses was so great that they were in full swing when they opened up, but then they ran away. The market is so strange that a three level market suddenly comes out of a large store, which frightens many small and medium-sized singing sellers, and is afraid of losing the brand of distribution, and afraid of losing the preference of manufacturers.

In marketing, in order to improve efficiency, manufacturers are accustomed to concentrate on those 20% customers who have strong sales ability, while ignoring the long tail customers of "vulnerable groups", resulting in increasingly fierce market competition.

In the sales management of enterprises, manufacturers often require salesmen to give priority to the most powerful local customers in developing their customers, and hope that both sides can be equal to each other or be able to rely on big trees to enjoy the cool. However, the cruelty of reality sales can not make every salesperson succeed in finding success or finding partners who are well matched.

　 Two. Is it pleasant for manufacturers to cooperate with supermarkets?

The disadvantage of cooperation with terminal hypermarkets is that many works are not carried out by manufacturers or dealers, and sometimes they are subject to various unreasonable or harsh demands put forward by supermarkets. Otherwise, the contradiction between the two sides can be easily led to the sale.

Therefore, in the cooperation with big stores, the phenomenon of "big shops bullying factories" is difficult to be directly proportional to the cost of factory investment and the output of repayment.

With such a typical case, it fully reflects the value of the "head" and "tail" to the manufacturer.

RSD refrigerator salesperson Xiao Wang and ML refrigerator business personnel Xiao Zhang rented a house and lived together. At the end of every month, Xiao Zhang was delighted with Xiao Wang Xuan Yao: "today, XX mall gave me one hundred thousand of the draft." Xiao Wang was slightly jealous and said, "it's still you." However, Xiao Wang occasionally sighed: "the investment in this shopping mall is too large, and the company is at a loss." XX shopping mall is the largest brand store in Y county. It is the first choice for home appliances and sellers. At first, Xiao Wang also hoped to take advantage of the big tree to enjoy the cool, and to come in with a broken head. Maybe because Xiao Wang is not responsible for the influence of the products, and the company simply can not meet their harsh demands. Entrance fees, festival fees, shopping guide support and so on have led to no chance to enter.

For a county store, it is a matter of heaven and earth to talk about the entry fees, festival fees and placement of shopping guides. I really don't know how other brands can accept it. Is the business not considering the ratio of input to output? He listens to ML business: to put aside those fixed fees, in order to sell the volume, we need to invest more than three thousand yuan a month to do special sales and promotions. There are too many brands, too much competition, too little competition, no sales activities, and less sales.

Xiao Wang really thanked the boss for not giving him the chance to enter the field. Otherwise, even if he went in, he would die in it. (why do I say so? The sale of the main store is mainly driven by activities, no activity, business is cold, and where to fight for so many resources for a county store?) wasting the fixed costs that can not be evaded, it may be because sales are not ideal, which destroys the brand's influence in the locality.

Household appliances sales are just like that. Wolves have Wolf Road, and snakes have snake roads. Not to rely on the "big terminal", relying on small stores, as long as the operation is right, the same is true and sound, the wind and water rise, the boss and sales personnel can be in a win-win situation. For Y County, Xiao Wang chose two far away stores, and the product models were misplaced, and the two businesses together each month had a refund of seven or eighty thousand. Xiao Wang also has no headache for those gratuitous expenses.

In 04 or 05 years, on the red land of Jiangxi, a wave of "blocking Guo Mei and blocking Su Ning" was launched. Even in the three level market, the project of expanding the storefront was also carried out vigorously, hoping that some day would be able to compete with the super terminal. Who would have thought that the fate of these bosses was so great that they were in full swing when they opened up, but then they ran away. The market is so strange that a three level market suddenly comes out of a large store, which frightens many small and medium-sized singing sellers, and is afraid of losing the brand of distribution, and afraid of losing the preference of manufacturers.

　　 Small terminal Promotional activities are small in scale and long in continuity, and consumers have more opportunities to purchase options. If there are many distributors in a market, it is necessary to run in good relations and separate promotional activities from each other to avoid conflicts. For example, if you do this week, next week, he will do it one after another, that is, it is easy to improve brand pull. {page_break}

　　 Three. Guidance on terminal knowledge

Small terminal, small shop, few hands, boss, boss, a few salesmen, they lack professional knowledge and shopping guide skills of sales products, and products are sold without rules. Sales personnel should always take care of, maintain, update the terminal image of the product, and carry out sales training for them.

For example, how to introduce the selling points of products, how to properly use marketing skills, how to distribute products to display, to arouse customer interest, how to place terminal materials, and how to deal with customer objections. Industry must learn to identify problems and solve problems for them, so that they can cooperate happily and have a bright future.

　 Four, the long tail part of town terminal should not be underestimated.

At present, the market and terminal planning and construction of all trades and professions in the domestic market may really reach the point of pervasive entry. It seems that if there is a place where people exist, they will have sales of my brand products. So there was the "ROADSHOW" Caravan activity of P & G company; the "popular revolution of township air conditioning" in the air conditioner of the United States; the general mobilization of Chigo Air conditioner; the revolutionary slogans and planning of the "1000 townships and 100 Taiwan" project of Kelon Group. Because with the improvement of the consumption level of villages and towns, the sales and receivable of various products in villages and towns have occupied a large proportion. But how will the rural market revolution be broken down to line and point? How can we seize this part of the long tail to form sales?

1. select Township dealers, seize the township terminal "seven inches"

Marketing is regular, and township network development also has its regularity.

Because of the limitations, particularity and instability of the township market, it is impossible for manufacturers to directly operate and manage the market, and the deviation between cost and profit is too large. The best way is to develop township channels through the resource advantages of local township agents. We should choose a township agent who has good reputation, low operating capacity, few conflict brands, poor capital strength, good logistics distribution, and perfect sales service, so as to make up for the shortcomings of its products in the township market. At the same time, in the trust and convenience of cooperation, township customers are more willing to do business with local people, and township distributors are generally agents of various products. In the wholesale use of product mix, door-to-door, bundled sales, comprehensive rebate and other advantages, the implementation of profit widening and emotional investment, to manage the loyalty and enthusiasm of township terminal customers. Township customers are often looking at profits, convenience and emotions. Under the premise of unified supply price, where can we get more policies and conveniences, and which agents are more likely to communicate with each other and be loyal to which dealers.

2. focus on customer focus strategy, cultivate core towns terminal

Township customers belong to the bottom customers of the channel. They are small in scale, shallow in thinking, and have no operation in management. In the face of such a situation, how to choose and cultivate customers who have business ideas and development potential to avoid the choice of powerful customers become the focus of township customer development. Establish exclusive distributors for township customers, formulate long-term development strategies, focus on continuous communication and care, implement the "old farmer farming" mode, and work hard in the off-season, and there will be great harvest in the busy season.

Specifically, actively participate in and even integrate into customer management, provide customers with the best advice and provide the best service, and solve all kinds of sales problems. For example, in the sales policy, the township dealers should be paired with each other. They should regularly discuss and train the company's products, policies and selling points, and make use of the different operational characteristics of the peak season to maximize the advantages of the funds and goods stored by the township customers.

Only by long-term training and management can we gradually establish a loyal, stable and highly competitive Township network team and become an immeasurable new force in the busy season.

　 　 3., pay attention to the terminal profits of villages and towns, and pay close attention to the emotional investment of township customers.

The bottom of the market, the higher the selling price, the more money the boss makes, the more inflation the dealer will feel. The more you push your product, the more sales you will have. If your product is not profitable or the price war is more severe, the dealer's confidence will drop, and your hardworking star customer will soon become a chicken client. If Township customers can often be visited by factory representatives and communicate with business experience, there is a sense of flattering feeling that manufacturers really value them and care about them.

In fact, there is no shortcut to sales. Under the premise of overall marketing layout planning, many customers think, diligent visits will produce good sales results. But Township customers must visit in person, do not even communicate with the phone, even if the opponent avoids. Township customers sell your products to make big money, and get the love and care from manufacturers. How can you give up your products without pushing your products?

Competition always favors prepared minds and leading actions.

In the network development and construction of the township market, we should help them in their capital utilization, warehousing arrangement, quality improvement, profit output, activity planning, and so on, and conquer them from material, spiritual and emotional aspects.

4., adjust resources according to local conditions, and cooperate with customers to do sales.

The fierce competition in the consumer goods industry is obvious to all. The homogenization of products makes manufacturers fall into the vicious circle of low value-added products and low promotion level. Whether it's buying gifts, cash back, new sales promotion or other promotional activities, it is hard to lift consumers' appetite in one or two or three tier cities. However, at the township level, the market is still a price sensitive market. People are fastidious about the fact that they are greedy and petty, and all kinds of promotional activities still make the people enjoy it and spend a little money on a promotional activity with a distinct theme. You will find that the target group will swarm up to a large volume.

Therefore, the resources in the opponent's careful calculation and sales promotion are still worth the value in the township market. For example, the company's bowl, cutting tools, tea sets, playing cards, ashtray and other gift resources, reasonable arrangements for different markets, sales and promotional activities are very powerful. The development and construction of customers from different towns and the provision of resources are also in line with local conditions, such as making doorsteps for customers, making exhibition booths and ink-jet printing, etc., but all must be done on the premise of completing a certain amount of delivery.

Yes, these small terminals are listed and condensed together, fully displaying the advantages of the long tail power, making the small terminal make a great contribution, which is a project of small investment and big return. Using the viewpoint of long tail theory to explain this phenomenon, and seize the endless tail customers in the curve, the investment cost is not high, and the overall benefit is more than "head".