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Marketing Management: Regional Management And Terminal Promotion

2014/3/25 20:26:00 22

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Marketing Management Regional Management Terminal Promotion

for the sale of traditional fast selling products, the work of the regional market is quite simple. For the two major items and six small items, the regional managers who have had practical experience must have done their best.

two items, one is regional management, and the other two is terminal promotion.

1, < a href= > http://www.91se91.com/news/index_c.asp > Regional Management > /a > /strong > /p >

the so-called regional management is to have a clearer understanding of the area under which it is governed. For example, in the three preparations for regional managers: the initial market access, we should have the preparation for the macroscopic understanding of the market, which is the basic concept of doing the market.

In China, there is such a habit that when a person enters a strange environment, he always wants to find out whether he has an acquaintance to depend on, whether he can open a gap for himself to cut into the market relationship network through this acquaintance, so that he can achieve his career more quickly.

Of course, it is advisable, but we must have a clear understanding that our own affairs are only willing to be paid by ourselves. If others do everything for your sake and die, then this is basically nothing to do with you.

under the premise of making full use of human resources, we should have a clearer understanding of the market under control, such as politics, economy, culture, birth rate, population growth rate, etc., to the market performance of similar products in the region, then to the specific sales terminals, and then to the specific terminal, which is decisive for product sales. This person refers to the salesperson or guide buyer who has a driving force on the product, and ultimately needs to know the potential consumers of our products, which is the ultimate object of sale behavior.

above is the regional management we want to do, and we'll comb it again:

1, clear the real customer unit name, basic business status, category composition, the basic characteristics of shopkeepers and shop assistants in the region. These information often takes a long time to complete. During the investigation, the first time it may only get the shop name, the main categories, the basic information of shopkeepers and shop assistants, which is already very good. In the follow-up visits, we should constantly improve the understanding of the terminal so as to enhance the cognition degree of the customers in the jurisdiction, and are more conducive to carrying out specific matters such as product distribution and sales.

2, to analyze the potential and contribution of the actual customers in the area under control. If it is first to the market, A, B, C and D can be graded according to the sales situation of potential customers, the overall business status and credit level of the customer.

The purpose of classification is to manage effective resource management of marketing work. For example, according to the working standard, we can make the necessary working time and resource accounting for the known target customers, and from this we can determine the staffing of the business, the time management of different levels of customers and so on.

3, targeting the potential customers of classified A, B, C, D level.

We have said that the market is made up of human beings, and the potential energy from the manufacturer to the consumer is reflected in the terminal sales personnel. Therefore, if the key personnel concerned with sales promotion can not be provided and trained by the manufacturer, then we will have to use profit or expertise to influence and change this already existing salesperson.

P, in the final analysis, the management of the regional market will eventually fall on these specific people. Then we will be able to decompose the sales plan of the market to those customers who will help you sell, and then through continuous marketing promotion work, to ensure that they are able to break down the number of business plan indicators for you monthly, weekly and daily.

the key salesperson who has the key customer terminal is the sales promotion. The sales promotion I mentioned here must be pushing rather than involving the advertising promotion of all kinds of media.

two, < a href= "http://www.91se91.com/news/index_c.asp" > terminal promotion < /a > /strong > /p >

terminal promotion work is the five thing that sales managers must be familiar with in five details: product display, soft terminal, hard terminal, tally and competition investigation.

These five tasks are realized through the way of terminal customer visits. It must be noted that terminal customer visits are a long and unremitting task, so long as they are on the job, they must persevere.

1, product display

refers to the good selling of products in terminal stores.

Just like everyone waking up, combing and dressing up in the morning, showing people with a human face, and even others shouting three times before going out: I am the best.

the selling of products is also very important. According to the statistics, placing a stack on the supermarket can increase the sales volume of the product by 40%. Adding a shelf jumping card can increase the rate of attention of 36% and the probability of 13% sales.

So, after visiting the end customers every day, you should take the initiative to clean the products. At the same time, you should customary enlarge the layout of the products, place the visual habits as the standard, put 1.6~1.8 meters high, and there are many monographs on the display of the terminal products. I suggest that you can go to thematic research.

2, soft terminal .

refers to the relationship between customers and customers. There are two levels of understanding. First, whether the relationship is harmonious. When the salesperson arrives at the terminal, whether the two sides show enough cordial relationship; two, how much is the eccentricity index in this kind of intimate relationship, that is, how much recognition the salesperson has to the salesperson, the degree of trust, how much he knows about the selling points, USP, and FFAB of the products he sells, can he use our words to guide consumers to buy our products.

The ability of "P" is to be perfected in a continuous visit. In general, the initial visit of the business staff belongs to the ice breaking stage. When the staff acquainted with each other, the business personnel should carry out "twenty-four visits" to the shop assistants (the most frequent visits of the Chinese and foreign joint ventures). According to the pre designed words, the professional knowledge and related added value of the products are instill to the shop assistants, and if necessary, they are invited to participate in the professional promotion and professional seminars, and to jointly construct the terminal recommended crowds of our products from the point of view of helping the shop assistants grow up.

3, hard terminal .

is the full use of customer relationship to maximize the sale of advertising outlets in terminal stores.

Generally speaking, the sale of poster advertising is not in line with the requirements of the city management, but there are different management scales in different markets. Business personnel should be used according to the actual situation. The experience tells us that the better the relationship between customers is, the more obvious the amount and scale of advertising will be.

aiming at the relevant advertising regulations issued by city management, excellent regional managers will put forward many practical and creative terminal advertising carriers, such as brain white gold needle for air-conditioner made of vertical air-conditioners in large pharmacy, such as the fashionable and lovely small star Starfish Pendant designed by Dalian Milo for drugstore. The most exaggerated one is dragon boat sailing by hand, which is greatly improved by the GUI dragon enterprise with many medicine boxes, which greatly enriched the terminal selling atmosphere and increased the potential of selling points for the sale of their products.

for fast selling products, although some direct advertising posting and POP can not be placed, smart salesmen will develop a material called blank posters, printed on the edge of the white paper with the name of the enterprise and the owner of the product, and the space can be written by the shop assistant for the price of the special product, so that the publicity and promotion of the products can be solved through the practicality of the material terminal.

in short, when the product goes to the terminal, it must have the potential energy of the docking point. Even if the TV advertisement can be popular, if the terminal is not butted, the landing sale of the product will be greatly reduced, and even the phenomenon that the consumer has the brand but the terminal does not purchase will result in a great waste of marketing resources.

For those sales enterprises that are not supported by mainstream media such as TV advertising, hard terminal work is more important.

4, tally .

the entry, sale and storage of products is the most basic work of marketers. If the accounts are not clear, there is nothing to say. I believe that the leaders are happy to expel you.

the other function of tally is to collect and analyze information. When analyzing and processing the data of different periods of target customers, you will form a curve to the sales status of these customers, and deduce their future sales trend through induction, which is very beneficial to the market management work of district managers. I believe everyone wants to be a high person like Zhu Geliang. When you occupy these data and analyze the system, you will become a member of the ranks carelessly.

A key point of P > tally is to confirm the batch, and to see if it is supplied by itself, so as to prevent customers from buying or accepting other market fleeing. The two is to see how long the product will be effective, so that the product can be consumed quickly in the effective period, thereby reducing the marketing cost of the regional manager.

5, competitive goods investigation

products without competitive products are products without market, and products with market must be competitive.

So from the perspective of "Empathy", we want to see what competition products are doing, and what consumers think of those consumers who are willing to buy competitive products instead of buying our products.

> a href= "http://www.91se91.com/news/index_c.asp" > Regional Manager < /a > has recently been posted on the front-line market. It is the most sensitive finding of the latest activities. Therefore, in the process of visiting customers, it is customary to ask if competitors have any new measures. Their market performance is different from before.

Of course, information is real or misdirected by competitors, so when competitors change, we should actively report to the marketing department of the enterprise, and use team resources to pay attention to whether the information changes are characteristic or commonness. At the same time, when reporting competitive information, regional managers should continue to pay attention to this situation and see how it changes from quantitative to qualitative. Finally, under the guidance of the head office of the head office, we must establish our own plan.