Nine Marketing Magic Weapons For Developing The Market

Many salesmen like to express their attitude towards developing the market by using the word "success in the sky". They think they have run the market all the time, but no customers want to increase their brand operation. They are also very upset and helpless. In the face of the company's monthly quota of hard numbers, they are indeed fined and punished.

In fact, we all ignore the "next to heaven" next sentence - "man proposes", "everything is done ahead of time, not predisposed to waste" and "seek to decide and then move", will achieve twice the result with half the effort.

Summarize some of the ideological fragments of market development and discuss with you.

1, what is the brand positioning of this brand?

Why is it important to know the positioning of your brand? Because it not only saves you time to open up the market, but also allows you to find the right agent to sell quickly to achieve a virtuous circle.

If your brand positioning is high-end consumers, then you can visit agents in the local high-end market. Few people in other low-end markets dare to do high-end brand positioning. If your brand is mixed up in the low-end market, it will be difficult to develop. When you want to change a better agent, you will end up with the low price agent's low price in the low end market, which will cause the middle and high-end market agents unwilling to take over.

That's why we see some brands that are doing well in other regions, but no one in any place dare to act.

When you find an agent that has all its resources, such as store location, personnel structure, channel advantage and so on, which do not match your brand positioning, it will not produce effective performance, and ultimately affect your overall sales performance in the company.

2, product knowledge, what are the strengths and weaknesses of products?

Product knowledge is certainly important for salespeople. Facing the potential agents, you must have a strong analytical ability for your products. You can tell your products one or two times and highlight the advantages and disadvantages. This is the essence of an excellent salesperson.

Looking for what kind of agents is also a reference. When your product advantages are most suitable for home decoration and retail channels, you should look for agents that are good at home furnishings and retail or are working on these two channels as potential agents. When your product advantages are most suitable for engineering and wholesale, you should look for projects and wholesalers to do better or are working on these two channel agents as potential agents. Only in this way can you make your best use of your strengths and hide your inferiority. Also, understand the advantages and disadvantages of the product.

3, what are the strengths and weaknesses of competitors?

Know your enemy and know your enemy.

The question now is, when you are looking for your agent, do you find out who your competitors are? I think there are two kinds. The first one is just like your brand positioning, and is also looking for the brand of the agent. Like bidding, you are faced with a situation of public interview in the presence of potential agents. The second is, like your brand positioning, there are agents in the brand of agents.

This is the problem of thinking more about potential agents. If you want to convince potential agents, what competitive advantages can you compete with other competitive brands to compete for various channels, such as home decoration channels, your brand is more colorful than others or are more flexible than others? Therefore, if you want to win this battle, you must understand the strengths and weaknesses of these competitors, and if you want to find his firepower, you will have the opportunity to think of ways to suppress him.

4, target

What is missing?

Some agents do well in retailing, but poor home decoration channels. Why? Because the brand he represents lacks the characteristics of "fashion", "leading" and "personality". Designers are a group with individuality. When your product can not express his own design personality, he disdain it; moreover, your product does not have the characteristics of "tidal current", "leading" and "individuality". How can a designer convince his rich customer who bought a villa to accept your product?

Some agents do well in home decoration channels, but they do poorly in retail business. Why?

The price chain is not very attractive to retail customers. When other people's products have more than 20 series, the brand that he represents has only ten very "flow", "leading" and "personality" series in order to take care of the home decoration channel. When other people's price chain is covered from civilian consumption to Villa consumption, his price chain only stays in the villa consumption class.

An agent, he can not just make his own advantage channel, and indulge other agents in other channels on their own share slowly nibbling, so, with your own brand and product advantages, to complement the competitive channels of target agents exist, this is a win-win result.

5, can you bring confidence to agents?

The central point of this rule is "you". Do you really understand the brand positioning of the company? Do you really understand the advantages of the company? Can you really magnify your brand advantage and hide your brand disadvantage? Do you really have enough arguments to convince the agent that your brand advantage can be turned into his advantage in marketing? Are you sure your language expression is firm enough? Are you sure your expression is calm enough? Are you sure your body language is appropriate?

6, "diligent"

Why do I put the "diligence" here? I don't think that before we get to know the above questions, blind diligence is a multiplier effort. If we fail to do well, we will slowly lose confidence. When we negotiate with a few agents, you will find that none of them is interested in your brand. You will start to doubt your brand or even your ability slowly, which is sometimes fatal to the market development.

After clearing up the above questions, we should start visiting the target agents with great care and enthusiasm, and constantly analyze the problems, express their advantages and show the future. Let the agents think over and over again, reexamine themselves and reexamine their own situation in the local market, so as to find a breakthrough.

7, yourself

How is the area divided?

I remember when I was very young, my teacher or parents always told us to do the easy questions first. If we met with difficulties, we would skip over them first and finish the easy ones.

To open up the market, it is also the same thing to open up areas that are easy to exploit, first to put some "nail households" in the market, and to set up stores in the cities around the "nail households" market. With the sound development of sales and the brand's influence, you will find that your brand is being known by more and more people in the market of "nail households", which is being discussed by more and more people. At this point, you go back to find the target agent to negotiate, and he understands your brand more specifically and more clearly.

8, when should we cut the Gordian knot quickly?

　　當客戶表現(xiàn)出較為濃厚的興趣，并通過一個階段的接觸相互了解，代理商已經(jīng)完全認同公司的品牌定位、產(chǎn)品組合、產(chǎn)品價格、產(chǎn)品優(yōu)勢和產(chǎn)品創(chuàng)新方向等等，代理商已經(jīng)在不斷的詢問和試探公司合作的各項細節(jié)和底線：比如專賣店支持政策能否再優(yōu)惠點?首批發(fā)貨能否給更大的返點優(yōu)惠?廣告支持上能否加大一點力度?等等，那么基本上可以認定代理商在內(nèi)心已經(jīng)有經(jīng)營你品牌的初步意向，此時，應該拋出一些“臨門一腳”式的問題反問代理商，比如：你能否確定最終的專賣店裝修面積有多大，這樣我才好申請政策?首批發(fā)貨你能多發(fā)三十萬嗎?如果可以，我再跟公司申請一下優(yōu)惠返點?你打算投入多少輛公交車做廣告?或者做多少個市場外燈箱廣告?這樣我跟公司申請才好說服公司等等，在得到代理商的肯定答復之后，晚上給領導打電話在公司政策的允許下給予最大

Support, second days with a contract to personally come to the final negotiations.

9, can your leader help you?

When you see the news, every time you see the news, every president and prime minister's visit brings so many entrepreneurs, you know the answer. Every time you visit, you can sign a project contract of several billion or even billions of billions of dollars. Which entrepreneur and foreign negotiator can achieve this effect? So when you invite some influential agents in the local market to visit the company, you should invite him to tea in your boss or office at the boss's office. You may think it is hard to chew the bones. Your leadership strategy is slightly loosened or your leader is in the direction of enterprise development. China's most powerful sales

Of course, before taking the target agent to the boss or the boss's office, it is necessary to ventilate with his leader first, such as the strength of the target agent, what his specific ideas are, and what he has not talked about at the moment, and so on, so that the leader can have a bottom in mind, and then bring in the tea.

Otherwise, it is hard for a leader to make a decision in a confused situation. Maybe the leader and you have put a lot of trouble in your policy. For example, if you promise the agent to give the first shipment of five points, the leader can only give three points at the most. Is this not self defeating?