How To Do Terminal Display To Promote Consumers' Desire To Buy

Terminals are the "ultimate battleground" of brand decisive battle sales. Terminal display is the most important part of product sales at the terminal, including the placement, placement and placement of products. Good terminals can play a role in product promotion and promotion, and can effectively promote the purchase of consumers.

The great cost of liquor brands, the display of special counters at the terminal stores, and the display of piled boxes are undoubtedly a tough game for every brand. However, "facts are often cruel". Many brands "invest heavily and manage lightly", so that terminal display fails to achieve the desired results.

　　 [case analysis]

The A brand is a regional brand of a prefecture level city in Hebei. The city has a population of about 800000, 400 famous tobacco and famous liquor, 11 large supermarkets, and over 1500 C and D categories. Li is always the biggest agent of the A brand in the city. In order to consolidate the base market of A brand and fully tap the purchasing power of consumers, A brand has formulated the strategy of stacking boxes display and special display for the large business super, famous hotels and CD dealers in this area.

In his personal visit to the market, Li found that in addition to the big supermarkets, 100% of the other terminal sales spots were executed according to the display requirements.

Some terminal stores are scattered, some are "nibbled" and others are displayed in the cold corners. If we do not stop the spread of the problem, it will be useless to spend a lot of money on carefully designed display policies. The large amount of capital invested in the early stage will be wasted, and the A brand will suffer an incalculable loss.

Terminal display management is an important work content in terminal construction. Especially for liquor brands, just like the flow of funnel determines its exports, the display of terminal products has been promoted, and sales volume has naturally increased.

However, there will be some contradictions in the process of terminal display management: first, the contradiction between the management requirements of terminal display and the comprehensive interests of shopkeepers, such as the signing of 2 brands or even more display counters by the terminal shopkeepers at the same counter. The two is the contradiction between the display management of the brand and the interests of the salesmen. For example, some stores do not have the conditions for displaying the display, but the salesmen sell the display policy to the terminal store for the sake of more sales and more commission.

In response to these problems, Li believes that if compromise is the same as inducing bad habits, for the long-term development of the brand, all managers and marketing FromEMKT.com.cn personnel must be aware of the importance and urgency of terminal display management, and enhance the management of terminal display to the height of strategy. Thus, according to the actual situation, Li made strict management system for terminal display.

　　 Careful investigation and careful selection of stores

A standard is set up to require salesmen to conduct detailed surveys of terminal stores that have signed agreements in their area. When choosing terminal stores, besides considering the terminal sales potential and product display effect, we should also consider whether it is convenient for future management. These contents must be issued by the applicant for joint and several liability related assessment materials, as the basis for management assessment.

If the counter of the terminal store does not have the requirements for signing the display agreement, the salesperson has signed the relevant agreement illegally, and found a family, fined 200 yuan. In this way, we can avoid cheating the exhibition cost by unsuitable terminals. Two, we must put an end to salesmen 'display policy as a sales policy to the terminal stores to defraud the sales of foam, and ensure that the display cost is accurately delivered.

　 Signing a detailed display agreement

Sign a detailed display agreement to clarify the brand's requirements for detailed management of display. Combined with the original display agreement, "the location of product display is the location that consumers can see at the first place in the store, the obvious location in the store" and so on. The sales department readjusted the display agreement, according to the actual situation in the terminal store, one shop and one plan were made. According to the location and quantity of the product display, the terminal store decided to pay the exhibition cost of the store.

For example, when a display agreement is signed, the specific location and quantity of the photos will be signed and confirmed by the client. The salesperson refers to the relevant template pictures in the return visit, so as to find out when the customer violates the agreement, so as to play a binding role to the customer.

　　 Establish a system and define responsibilities

The management requirements of terminal display should be implemented to the specific responsible person, so that every shop signed and displayed will be responsible for the maintenance of the terminal shop, and the special person will be responsible for the supervision, so that the sales personnel shall bear the main responsibility, and the sales manager and the sales manager shall be jointly and severally liable, so as to put an end to the phenomenon of the responsibility of the Committee.

For example, a sales manager visited a market with a salesperson. When they came out of the first store in several smoking hotels, they found that another shopkeeper was carrying 2 products from their smoking hotels to his store. The sales manager went in and found that the shopkeeper was using the borrowed products to fill the display boards. When the shopkeeper saw the sales manager visiting the market, he knew that he had violated the display agreement before he borrowed the product to supplement the display brand.

In the process of maintaining the market, the salesperson found that the terminal shop which did not comply with the display requirements should correct the behavior of the shopkeeper in breach of contract. However, the reality is that many business people have too many things for customers because of fierce market competition, heavy sales pressure or lack of business skills. They have been lucky to get orders from customers, but it is difficult to tell the management requirements of terminal display, so they miss the best chance of terminal display management. This objectively encourages the bad habits of the customers. As time passes, the display of qualified and unqualified customers in the mind will have to pay for my display. At that time, it is more difficult for salesmen to manage them again. Therefore, a clear responsibility will force managers at all levels to run the market and prevent all kinds of "encroachment" display fees.

Clear assessment and constant unremitting efforts

The display of terminal stores has been constantly improved, and the image of the store has been continuously improved. It is obtained on the basis of repeated visits. It is unrealistic to expect the terminal display to be "once and for all, once". Therefore, Li put the terminal display management into the daily work of the sales system, directly linked to its salary, as a key indicator to assess the performance of the sales staff at all levels. Raise the terminal display management to the height of strategy, set up the concept of terminal display management from top to bottom, establish a tracking detection system to evaluate the actual performance of the work regularly, and make improvement measures.

　　 Overcoming salesmen's psychological barriers

In the actual terminal display management, business personnel often mention this problem, that is, every time the business personnel manage the terminal display according to the requirements, and remove other products on the counter, most customers do not obstruct. The problem is that the next time they visit again, they are found to be "encroachment" by other products. After so many rounds, most of the business people have lost their confidence and think it is useless to manage anyway.

For example, why do some customers obstruct and stop when doing display management, while some customers shun it? What are the reasons for their difference?

Li believes that the reason is very simple: according to Li's experience of managing terminal display for many years, some customers' disposition is doomed to be unaccustomed to debates or disputes, and in their daily behavior, they also consciously avoid such a situation. That is to say, there are more gentle factors in their character. Of course, some customers have better customer relationship with their business people. Since this is the case, the business personnel can make a hard effort against the customer's soft and tell the customer that they must immediately improve the display and maintain obligations according to the requirements, otherwise they will be treated according to the contents of the display agreement, for example, no reward for display. In other words, even if the customer does not acknowledge the bill, the salesperson will be able to come back with a soft hand, so as to influence the customer with a long-term and untiring management.

If a worker wants to do good, he must first use his tools. Sales personnel can take the initiative to communicate with their boss. "Now our boss visits the market every day. If you find that your display is not qualified, you will not only pay your display bonus, but I will also be severely punished. You see our relationship two is so good that I do not want to lose you. I do not think you will look at me for serious punishment." This way of communication can transfer the contradiction between salesmen and shopkeepers to the third party. After all, as a business person, it requires the ability of carrot and stick. Moreover, for terminal display, if there is always a chance in management, giving up management is like declaring failure.

In short, terminal sale is the window to display brand image and the most direct embodiment of brand value. The display of a terminal or a special counter on a terminal is almost one hundred percent of the accuracy of the target consumer's dissemination, and the cost of display and payment on the same head and counter is huge. Therefore, if liquor brands want to remain invincible in the terminal competition, they must put the terminal display management to the height of strategy, otherwise the direct and indirect losses will be immeasurable.