Dealer Training: How To Make The Sales Promotion Plan Win The Game?

Liu Hanlong: strategic management consultant of many famous enterprises in shoes and clothing industry.

"Buy 200 to send 100", "full court 3 fold up", "buy one get one".

Although operators have racked their brains to design all kinds of

How can I make my sales promotion different from others and win by surprise? This is a difficult problem for many managers to solve their problems. Before answering this question, I will first restore two cases of promotion:

Case 1: "every time I celebrate the festival, I will pass on your love."

During the activity, anyone who consumses 300 yuan in our store will give you a box of moon cakes and a card, and send it to you at any appointed place free of charge to convey your "love and yearning" to your family and friends.

This is a mid autumn promotion campaign we designed for a famous shoe store aiming at the majority of its consumption population.

The event was a great success, creating the highest single day sales record in the region.

Actually, there are quite a lot of merchants who send moon cakes to the shops during the Mid Autumn Festival, but only one of us can add greeting cards and send them to the designated locations free of charge. Afterwards, the cost per box of moon cakes and postage is 90 yuan, with an average sale of 350 yuan for each set, and in fact, it is playing 25% off sales.

The key to the success of this activity is that we find that with the improvement of people's living standard, people who buy moon cakes themselves have been very few. They almost always send gifts to friends and family as gifts. The meaning of moon cakes is no longer a food, but a gift representing love and thinking. In fact, everyone has feelings of "love and yearning", especially those who travel abroad all year round, but sometimes it is too cumbersome and complicated because of the way of conveying this emotion. When we can create such a relaxed way of delivery, most people are willing to participate in expressing this kind of "yearning and love".

The inspiration of this way of promotion is from the author who is an e-commerce friend. The Mid Autumn Festival is not simply to send moon cakes to employees, but to send moon cakes and write thank-you letters to employees' families.

Case 2: "age = discount, your discount, you decide."

During the activity, if you produce a valid certificate to prove your birthday, you can get a few discount in that year. For example, 86 years of birth, 14% off, 51 years of birth, 49% off.

This is the promotion plan designed by the author for a fashion women's brand "38" festival. Due to the promotion in advance, the event has aroused numerous discussions in the locals, and the preparations for goods are adequate.

This sales promotion method makes full use of the psychology that people love to take advantage of the advantages, and mobilizes the enthusiasm of the guests to participate in the strategy with their own pricing strategy, so as to achieve the purpose of dumping stocks and increasing the sale of genuine products.

It turned out that most of the products sold in the final sale were concentrated in the 6~7.5 fold, a few 50 percent off, did not appear 60 percent off, the reason is very simple, because 40 years or so people are already nearly 70 years old, it is very difficult to come out to join in the bustle.

The inspiration for designing this promotion is derived from the activity of a cosmetics selling discount in the TV sales.

From the above two cases, it is easy to see that this strategy to win the game is to refer to or imitate the promotion methods of other industries.

Therefore, it is not difficult to work out a different way to promote sales.

First, turn yourself into more members of other industries, beauty salons, Fasthotel car rental and so on, and you will get a lot of inspiration from their sales strategy.

Second, usually look at other industries' advertisements. After reading, ask yourself, "can I use this method?"

Third, pay more attention to promotional activities in this industry and other industries when traveling. Sometimes, even if the method used by peers, as long as a place to change, is also very good in the locality.

The core that can help you design the strategy of winning the game is actually 2 sentences and 18 words: "find the feeling in other industries and learn strategies in different regions."