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How Can Shoe Dealers Stabilize The Hearts Of Terminal Distributors?

2012/4/10 12:58:00 72

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Symptoms: a friend in the shoe market, who is marketing, asks, "why do we have a lot of customers coming to our stalls, but there are very few customers who finally intend to manage our brand. It's hard to hold an order meeting and put their hopes on the order meeting. As a result, there are many customers to watch, eat, drink and take everything. Everything is good, that is, there is no clear intention of cooperation. Even if the order is over, there will be no phone call."

On the other hand, the business agent (branch company) is eager and eager to invest, eager to spend high market fees and ordering the meeting fee, but it can not attract effective dealers, even few interested customers. While facing the dealer's kind of cold and hot, uncertain situation, it really makes the agent extremely worried and helpless.

I have worked in the first-line market for many years, and I have a deep understanding of the terminal market.

This article will not involve how to formulate and implement the investment strategy, how to layout the network, and so on.

Identify customer categories

Now there are three kinds of terminal retailers who choose brands in the market: one is to do business.

shoes

The industry has been retailing for many years, starting from low-grade shoes, but under the pressure of the market, it has gradually changed to branding.

This kind of dealer level is relatively low, free and loose has become a habit, there is no concept of brand operation; the other is to operate other brands, and the effect is not ideal, want to change the brand to do, but I think shoes for many years, a mouth is very cattle kind of; another is to do its own industry before, just involved in the shoe industry, want to choose a brand to operate.

It can not help but ask: "why do not you do other brand management better customers, now want to open a shop to choose the brand?" in the actual market, this part of the customers still have, but do not belong to the above listed brands choose to do in the market type of customers, because this part of the customer management is relatively good, relatively speaking of brand operation is familiar with and understand, to other brands in the market also know himself, if he wants to open a shop to make another brand, there is no need to choose, will directly run into his mind brand, go no need to choose in the market.

In view of the above characteristics of several customers, they arrive

Letao

Every stall looked at it. The first sentence was to ask, "how much is the price of your shoes? How can the container be taken?" many agents will ask, "where do we do it?" after answering the question and deciding that the place is still a blank market, the agent answered the above questions truthfully. After getting the answer, the dealer would say that I would hurry up and go, and finally, I would never return.

Where did the problem come from? Your answer did not satisfy the dealer and did not answer what he wanted, so it didn't touch his heart.

If you want to have a good answer, you must have a good way of asking questions.

However, the common characteristics of the above three types of customers (unaware of shoes) decide that they can not put forward better and deeper problems, so they can not ask for high demands on their questions. However, your answer must be thorough and thorough so as to be attractive to customers.

Otherwise, even if our investment conditions are more favorable, even if we are free of hardware and software decoration, free to distribute goods, and take the "sell on behalf" everything is free. If he does not know whether it is true or not, he will eventually go away.

How to answer these questions and how to communicate with customers? {page_break}

How to answer questions from customers

Customers can take the initiative to inquire about the source of the other's customers when they look around. When determining whether the area is a blank market or in the index of investment, they can chat with customers and invite each other to sit down. In the chat, they can consult the following questions in sequence: the specific location, business location, business form and current business of the customer's shop.

brand

The business situation, the history of the customer's operation, the existing brand and operation of the local market, do not ask: why didn't the original brand do it? (it must be a bad business, so it's hard to tell.) what kind of brand do you want to choose now? (they don't know what brand to choose, it's hard to answer) and so on.

When customers answer the above questions, the agent's mind begins to depict a business picture of the local market.

Or to judge whether the above questions of the customer statement are true (have been familiar with the market), so as to judge the dealer's character and integrity. According to his statement, he should make professional analysis of his market, such as operating cost, profit analysis, prospect analysis, market analysis and so on, and ultimately lead to the analysis of business brand.

Put the above analysis in front of the dealer, and then quote the current market success case similar to the dealer in this brand to be recommended. Some examples can best be supplemented by photo descriptions, which is more convincing.

At this time, customers have strong interest in this brand, will ask them the most concerned questions, the company's relevant marketing policies, this time, they can introduce their marketing policies to their customers (agents' stalls), and at the same time introduce their marketing models and operation modes to the customers. More attention should be paid to their marketing modes and operation modes, which are different from other brands of the same kind (which is the key to attracting customers nowadays in the homogenization of market products). Then, some pertinent exchanges are made for some questions of customers, answering some questions of customers, finally determining the customers' intentions and making the appointed time to go to the local market for inspection, then making a decision, leaving the customers with a relevant information of the brand and leaving the customer's contact telephone number and address.

The trust that the initial communication leaves to the customer is very important. Your dialogue should reflect the responsibility of the client's interests, let him feel steadfast, not mercenary businessman, or let him see a good market to do with his neighbouring area, let him experience it personally, so that the effect is the best.