[China Glass Network] Near the end of the year, most home building materials companies have begun their year-end impulses, can draw a full-scale end of the year's sales work, success or failure in one fell swoop. Although all people know that the impact of the end of the year is significant, there are still some sales staff who have more than enough energy and enthusiasm to run to the dealers, but they have closed the door, and the dealer refused to purchase the goods for various reasons. At the end of the year, the impulse has become the unspoken rule of the home building materials industry. So what should the sales staff and dealers talk about in order to successfully achieve the expected goals? The author will analyze from six aspects, in order to help the first-line sales staff.
First, talk about feelings, cooperation and win-win
Dealers and salesmen have been together for a year (or even years), and there will be some feelings. At this time, business personnel need to strengthen visits to dealers, talk about the deep feelings established between the two, may help dealers to review His achievements and hard work over the past year. If the business person has the habit of keeping a diary in his usual work, then he can help the dealer to sort out what happened to the customer during the year, and what is done by himself and the customer. The year-end summary is often able to touch the customer and make the customer feel very emotional. Drinking water does not forget to dig wells, dealers can use bonuses, red envelopes to reward their sales team, for the manufacturers of business, they can only return sales.
Of course, it is not acceptable to review the past with the dealers. The sales staff will also come up with a new one-year sales plan and discuss with the dealers how to develop next. It is impossible to talk to customers about eating and drinking. Customers need business partners and people who can help him.
Second, calculate the account, profit-driven
The salesman often ran to the front of the sales manager with a sullen face. He said helplessly: Boss, boss Wang said that he sold 20 million business to us last year. One year, the family has not earned 1 million. The gross profit is too low. I am willing to do our products, so he is not willing to purchase now. This kind of salesman is obviously just entering the rivers and lakes. I don’t know how the rivers and lakes are on the road of the old rivers and lakes. People who have been selling for a few years know that the accounts are not counted like this. All one: ROI (return on investment). The dealers calculate gross profit with us, and we can only use the return on investment with him. Don't look at how much business you have done in a year. The key depends on how much you invested in running our products.
ROI=(How much to earn - how much to spend) / How much to vote = (Sales * Gross profit margin + Other income - Market expenses) / (Inventory + Receivable - Payable)
Through this formula, we can see that there are many ways for the dealer's investment return rate to be improved, and the gross profit margin of sales is only one of the factors, which affects the direct income brought by the product. If the dealer signs a sales agreement with the company at the beginning of the year, then once he has achieved the expected goal, the company's annual rebate to the dealer is other income, so the salesman must hold the company's agreement with the dealer to talk about earning rebates. Things. At the same time, dealers are not willing to invest in market fees or want the company to invest in market costs, can directly increase the dealer's ROI level.
Third, check inventory, make up the single product
Dealers in the building materials industry, especially some small and medium-sized dealers, have lived through the days of “left pocket money, right pocket moneyâ€, and some dealers themselves simply don’t know how much goods are in their warehouse. I have asked some bosses how to manage the warehouse. The answer is mostly what is good to sell, and when it is sold, it will be purchased. As one of the effective methods for urging dealers to purchase goods at the end of the year, it is a thorough and comprehensive inspection of the dealer's inventory by the business personnel, so that not only can the dealer's business situation be clearly understood, but also a breakthrough can be found for urging the dealers to purchase goods. .
Once, I went to talk to a dealer about the year-end impulse. At first, he was not happy with one hundred, and I firmly refused to do so. When I was unable to do anything, I mobilized the company's business staff to conduct a thorough inspection of the dealer's warehouse. As a result, I found that many of the company's best-selling products had his inventory in full swing. At this time, talking to him about the purchase is a matter of course. . As a salesperson, you must know the customer's inventory, so that you can know what the dealers are selling and how to adjust.
Fourth, the program, channel incentives
Nowadays, many manufacturers are using channel rebates to promote dealers' purchases. As long as the dealers can complete the company's assessment tasks, they can get corresponding rebates. After doing this for a few years, the customer has basically mastered the company's rebate policy, usually consciously reducing inventory in September and October, so as to prepare for the end of the year. The game between the manufacturers is very subtle. After discovering the behavior of the merchants, we began to adjust the rebate at the end of the month to quarterly rebates, and even increased the assessment of sales growth indicators, turning the goods back into market activity funds. The purpose is not only to eliminate the dealer's short-term purchase bad motivation, but also directly forced dealers to re-use in the market to accelerate the store shipments.
Although the dealer is sensitive to the company's rebate, you will find that few dealers can clearly state the company's rebate policy, which is basically a foolish account after the final sale. When we formulate the annual rebate policy, we usually formulate a one-to-one rebate policy according to the size of the client. That is to say, everyone’s policies are different. The purpose of this operation is to tap the needs of customers. What does he want? What to get through your own efforts. With the maturity of the market environment, the demand of many dealers is also changing. In the past few years, everyone wanted cash rewards. In these years, dealers began to have some software and hardware facilities for retail management of stores, and training for sales personnel. For advertising cost support, sales staff support, and more. Therefore, when doing the year-end channel incentive plan, the sales staff should understand what the customer's needs are. How much money is spent is a skill problem, and it is also the embodiment of sales management ability.
Fifth, Li benchmarking, internal competition <br> <br> in any company, there will always be some old dealers by brand and started a business, so that customers can be regarded as the company's loyal customers, the company Feelings are deep, and being able to get recognition from the company is their greater honor. At a new product ordering meeting, the national marketing director gave a picture of the bamboo paintings to the dealer Lao Wu, and in the face of the national distributors, praised the good performance of Lao Wu's cooperation with the company for many years. Say: The reason for sending this painting to Lao Wu, because this painting not only has bamboo and four words "high wind and bright festival", it is more suitable for Lao Wu, although sometimes the company is not good enough, but old Wu Yixin followed the company and did not have any complaints about the company. He should give this picture to him and everyone should learn from him. When the director finished this sentence, I saw tears in the eyes of Lao Wu.
For dealers like Lao Wu who have developed along with the company, "face" is far more important to them than rebates. Although the company’s core customers are in a good mood when they meet each other, they secretly scream at each other who are not convinced. As a business person to understand this kind of competitive relationship between customers, properly disclose to customers the progress of other customers' purchases and recent performance, especially at the end of the year, many companies will select dealers in the second year, everyone will not be willing After the people, actively guiding the customer's competitive sentiment, the sales task is naturally not a more important issue.
Sixth, do the market, play terminal
Why is it that by the end of the year, there are so many resource customers who are still unwilling to purchase? In the end, it is because customers are worried that the goods will not be sold. At the end of the year, they will be able to take some rebates. Anyone understands this. The problem is that if there are too many goods to be sold, the cash flow will be problematic next year. Therefore, the dealers of course hope that the company will not only press the goods, but also make more articles on the terminal sales. The business personnel can take out some of the market expenses and formulate effective promotion activities, thereby increasing the confidence of the dealers. I have met such a business person. After checking the inventory products of the dealers, he took out a product group purchase. As a result, the product sold out in one day, and it also received a lot. The pre-sales order, the dealers saw such a scene of confidence increased, patted the chest and said that the company immediately to pay for the purchase.
At the end of each year, when business people are busy, many people are busy selling sales. After all, if you just let the customer purchase the goods by their relationship with the dealer, it is really a great thing. The problem is that our dealers have become more and more rational. It is not feasible to rely on flickering. The above six methods of rushing sales are just a matter of inspiration. I hope that everyone can actively share your experience and let more people successfully complete the year. Sales task.
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