Analysis On Regional Investment And Expansion Of General Agent In Enterprises

Recently, a large brand agency in Shenyang has been tutor. When discussing the issue of investment promotion and market expansion, there are some viewpoints:

In a sense, the brand agent area we run in Shenyang will never have a perfect sales network. In fact, even our core customers do not think that they will do the same with us all their lives. Otherwise, there will be no such terms as "terms of contract" in the contract. The fact is that our clothing agents see the approximate stable affiliate network. In fact, from the strategic point of view of enterprises, the correct view of development is "we always need to carry out market development, always exist in a blank market, and never have a stable customer". That is to say, the market gap is always 100% of the sense of crisis, which our marketing team must bear in mind for a long time.

The real profit model of the general agent of clothing is "expansion, investment, consolidation, promotion and expansion". It is a development process of continuous circulation. In this process, we gradually clean our customers, retain those influential, brand understanding, capital and experienced customers, and continue to expand our continuous supplementary customer resources. In this process, our business in Golden Triangle is gradually consolidated, and the market layout of enterprises can be gradually reasonable.

Such as: the customer loyalty is not high, the problems of customers will be solved.

Of course, competition in the market is cruel. No one will let you pick customers at random. This is the essence of the free economic market.

The organization and implementation of investment promotion activities, and more importantly, the support of the first batch of customers, is actually not familiar with many of the customers who are developing the first phase of the model shop. We say that the model store established according to the 4P+M mode is the only entity that customers can compare to their own foundation. Their existence is just like that of the KFC set. You can add and reduce it, but you can choose it. But as a sample of the regional store, the 4 level sample shop is necessary. For example, the sample shop of 4 shopping guides, the 10 sample shop of two head waiter, the multi-point chain store, the 2 salesmen's shop, and the intention to join the customer will think and compare the model store mode. The success of our expansion involves not only the rigorous market research in the early stage of investment, but also the complete product USP planning.

You may not build it, but the customer will do so.

At the same time, we should pay attention to supporting the model stores to make their profits more pparent, more standardized management and replicability, generally speaking, they are absolutely persuasive to the intention customers, and really play the exemplary role of the model store.

This is the first successful marketing in the initial stage of enterprise development, and it is also a selling point for subsequent massive investment.

The 3 key points that we follow in developing the market are "taking the initiative to attack, spreading the net extensively, focusing on training". As I said just now, the expansion of enterprises is a long-term and planned job. Just as our enterprises recruit employees, is the Ministry of human resources equivalent to the expansion of talents? It is absolutely not easy to successfully develop dozens of customers and revoke the team.

As the general agent of a province, we need to do a lot of thorough investigation of our provinces, and cultivate suitable customers from a large number of target customers, so that we can grasp the opportunity of cooperation, just as headhunters can excavate and wait for talents.

So what are we going to find out about our customers' market research? To be exact, we need to check "target customers' financial strength, market control, business history, market experience, retail management capabilities, development ideas, understanding and understanding of my brand, the status of existing stores, and the matching of main products with my brand".

Our market development personnel should take the initiative to attack from the brand competitors, customers and target customers, and use the means to carry out thorough investigation and thorough investigation of the customers to understand the accurate information.

Especially in the Golden Triangle area where the company focuses on control, we need to do more detailed work, and we can extend the survey to the fringe of the intention to join the brand, because there are always opportunities.

For example, casual wear in Golden Triangle not only needs to find out the competitors' shops in casual wear business, but also investigates sports brands and cowboy shops and women's wear shops. According to the commonalities of the product consumers, the expansion of customers' scope can really create more opportunities, but the investment of enterprises will certainly increase.

All should be moderately developed.

This is the wide spread of nets.

It should be said that the decision to join the client will not be determined in a day. For the interested customers, we will invite customers to invest in the enterprises after the first phase of the first phase development. During the inspection period, our negotiators should re examine the customers' experience and prevent the bad customers from entering.

We have asked an enterprise on the issue of examining the customers. They said that we could not carry out the audit. Because there were too few customers, we chose no one to join us. This is a common problem. We say that the problem is still expanding, and we need to expand it. Just like a boy of more than 20, no one is looking for an object according to marriage and child care.

We should expand social circles and cast nets and cultivate goals.

Audit customers, because there has been expansion of the investigation and analysis table, so our audit focus on "how long is the retail business"? What is the state? Is it successful? The reason for failure? We will not let a failed person take us as straw, because we also want to make a good straw!!!

Yes, no matter how well the state is, including vehicles, vehicles, main sources of property and so on, negotiators must have communication skills, and they must not be stabbed like criminals. They are interrogators and clients need to be respected. Even if we decide that they are the death penalty, they should leave them happily.

Therefore, our investment promotion personnel have technical requirements in their work.

First, there are 5 stories to tell: "the story of a brand, the story of a founder, the story of a successful customer, the story of a successful team, the story of a successful child, and his own story." when we use 5 stories to make a story, our sense of distance is very close.

Remember, this is the experience of many veteran developers.

Two, do not talk with customers about policies, products, preferences, customers do not trust your company, then we need to tell customers more about the company's business direction and development concept, because customers first look at the company and then look at the product before you see this person.

Three, what is the selling point of USP for your brand? (such as the 108 process of nine Mu Wang, 360 degrees stereoscopic cutting) do you have a handbook to join the hearts of people?

The contents of the manual can be reversed, and the contract will be explained. Do you know?

Four, do you know about retail? Store sales performance diagnosis, visual display, personnel management, sales process management specification, receptionist language, otherwise you can't chat with customers.

Conclusion: in a broad sense, "the standard of defining the target customers in the regional market depends on your manpower and business routines". "Do not trust only the same industry shops for two narrow development ideas."