Sales Strategy Of Garment Enterprises In Off Season

Countermeasure 1: strengthen the target management of sales force

There is a popular saying in China: "raising soldiers for thousands of days and employing soldiers for a while."

When

When it arrived, it was time to raise troops, but it was not "stocking up" but "training".

One way of training is to assess the pformation of indicators.

The sales staff's bounden duty is sales. In other words, sales personnel exist for the completion of sales volume. Therefore, sales volume is the main index to assess sales personnel in the peak season of sales. In the off-season, the assessment index can make certain conversion, so that the sales staff can always be in combat state, and can improve the indicators neglected by the sales force in many busy seasons, such as the rate of examination, the number of vivid points, the number of model shops, the timely and accurate administrative work, etc.

Strategy two: develop off-season channels

We should abandon the practice of price promotion and open up off-season sales channels.

We all know that extremes must be reversed. Just like the earth, when the night is dim, the other side is sunny.

When a product enters the off-season, normal sales channels have already shrunk, but at the same time, there are other opportunities for sales channels to generate opportunities.

For example, the clothing mentioned before, when autumn and winter came, the normal sales channels, supermarkets, wholesale markets, retail outlets and stalls were all in a period of atrophy. However, the business of the summer bath center and the sauna center had entered a season full of customers. People would feel thirsty after bathing and sauna. The first choice of people when they are thirsty is not cola, fruit juice, but water. At this time, consumers are more likely to choose clothes. At this time, if the market of a certain region, such as the bath center and sauna center of a city, all sell a brand of clothing, the business volume can not be underestimated.

Countermeasure three: proper use of expenses for targeted promotion

In the case of absolute cost reduction in the off-season,

Instead of reducing the relative cost to reduce the cost, we should invest in appropriate expenses for targeted display and promotion.

Summer is an absolute off-season for chocolates. First, consumers' tastes change due to seasonal changes, so that people who choose chocolates decrease. Secondly, chocolate's special pportation, storage and display requirements (below 22 degrees Celsius) make many sales channels choose to give up chocolate sales in summer, which makes summer chocolate sales both inside and outside.

D brand is the first brand of chocolate, and some display and promotion methods in summer are refreshing.

In some cities, the D brand has used the normal display cost to display chocolates in the cold storage cabinet of fresh milk and fresh meat products, so that it can keep chocolate well in summer and increase the appearance rate of chocolate in front of consumers.

According to the characteristics that the D brand does not promote the channel promotion effect in summer, some of the channel promotion costs are converted into consumer promotion costs, and bundled sales with local Coca-Cola. D brand chocolates can be displayed in Coca-Cola's thousands of display refrigerators. This solves three problems: get good display conditions, get enough display points, and get good sales results.

Cola is the most popular drink in summer. When people choose cola, they choose ice chocolate.

Aware of the off-season

After the importance, we should get rid of the misunderstanding of off-season marketing and adopt the correct off-season sales strategy. Truly, "no off-season sales" is of great significance for the sale of a product, and for a company, a change of management idea may have a more far-reaching significance.