Misunderstandings Of Sales In Garment Industry In Off Season

It is a problem that salesmen must face.

Can't you really improve sales in the off-season? Is it really so light in the off-season? Actually, it's not.

Misunderstanding of off-season sales

Misunderstanding: relaxation of sales force

In many salesmen, there is a popular saying: "do sales in the busy season, and do the market in the off-season."

There is some truth in this sentence, but in fact it reflects the slack thinking of salesmen.

Salespeople tend to think that it's time to relax after the off-season.

Even some sales managers have the idea that they should have a relaxing life after the hard work of the peak season, reduce sales volume, recuperate, and prepare for the busy season.

The upper part is neglected and the next is natural sheep.

The crisis will not be obvious in the off-season, but when the peak season comes, the harm caused by the slack of the sales force will emerge.

To enter the busy season requires a certain amount of time to warm up. The declining frequency of visits in the off-season caused the unfamiliarity between sales staff and customers, and also provided an opportunity for competitive brands.

The decrease in sales volume of sales personnel causes a vacuum in some channels or outlets of customers. Customers will have a "strange feeling" for their products, so they need a new understanding process of different lengths, and the fixed consumption group of this channel or selling point may change their consumption habits.

Long term laziness of salesmen will become a habit. It will not adapt to the peak season. It is like a rubber band. If you keep relaxed, you will have strong tenacity, but if you keep relaxed, you may break down suddenly, and the salesperson will be the same.

Myth two: unlimited price promotions

In the off-season, many enterprises often choose price promotions to maintain sales under pressure of sales volume.

We often say that "price is a double-edged sword". Moderate price promotions are helpful to sales, but unlimited price promotions are suicide.

Unrestricted price promotion is more fatal to sales channels.

A large number of product backlogs can not be digested in the intermediate links, and indirectly affect the peak season.

Customers are tired of manufacturers' constant price cuts, resulting in a sense of deception and a blow to customer confidence.

This year's "pulsation" of the company has been successful with its new concept of "fruit flavored water", but its "fruit flavored water" is not new. As early as 2001, the local H company in Xi'an had the same product.

In the autumn and winter of the same year, sales fell sharply due to seasonal reasons, and the company promoted sales by giving way. The terminal outlets, including wholesale customers, hoarded a certain quantity of goods.

Just after the end of the promotional offer, H suddenly launched a new approach to the traditional channel, which reduced the original supply price of 24 yuan per box to 9 yuan per box. At the beginning of the activity, the whole market shook. Customers who entered the goods in the event of giving gifts demanded to return and compensate for their losses. The customers who had not bought the goods were hesitant in such a big price promotion. Such promotional results could be imagined! In 2002, except for some inventory, R's fruit water almost faded out of the market.

Misunderstanding three: excessive compression costs

It seems to be an unwritten rule that all enterprises are in the market when they are in direct proportion to the principle of "input and output", which is originally the correct principle, but in the off-season, the excessive cost of compression is given.

Bring more pressure to make the off-season lighter. Excessive compression costs often mean a series of problems, such as reduction of display, promotion frequency and intensity, loss of personnel and so on.