First, the business circle issues bills.
Applicable items: high-end, mid-range and below.
Work cycle selection: basically runs through the whole project marketing process, and the maximum delivery time should be selected in the customer storage period and the sales boom period.
Customer selection: according to the actual personnel and project quantity arrangement of each project, at least one customer development supervisor is generally needed. The choice of customer extension scope: the surrounding areas of the project and the key prosperous areas of the city, the flow of people and the grade of business circle are the main criteria for the selection of business circle.
Objective: To widely transmit project information and effectively collect customer information.
Work arrangement:
1. Make a complete expansion plan.
2. Identify the developers and conduct relevant training (including basic information of the project, core selling points and advantages, development rhetoric and skills), and conduct relevant evaluation after the training.
3. Arrange the expansion period and time nodes, and choose holidays and weekends, as well as working days when there is a large flow of people in the business circle.
4. Select and divide the Tuoke business circle, step on the spot in advance and draw the Tuoke map.
5. The customer development personnel carry out the customer development plan, send orders in a wide range in the business circle, and try their best to retain customer information.
6. Count the daily dispatching volume and power reserve, and share customers' work experience and skills to improve team morale.
Audit standard: the work audit standard depends on the quantity of single distribution and effective power reserve. Each person is required to distribute 200-300 cards reasonably every day, and the effective power reserve should reach at least 20-40 groups. According to the scale, grade and promotion of the project, the two data of distribution quantity and effective reserve quantity can be adjusted appropriately according to the project's own situation.
Second, the moving line interception
Applicable items: high-end, mid-range and below.
Work cycle selection: customer storage period and sales peak period
Customer choice: mainly salesmen and bees.
Selection of extension scope: main roads and intersections around the project, commuter bus stops and roads along the way where the target customers work, and roads leading to major consumption places (such as supermarkets, food markets, restaurants, etc.) in daily life. ).
Job purpose: to deliver project information to major target customers and capture intended customers.
Work arrangement:
1. Determine the main target customer group of the project and analyze the relevant information points of the customer group.
2. Analyze the work, life, leisure and entertainment of the target customers, and determine the interception points of the moving line, such as intersections, bus stops and customers' usual dining gathering points.
3. Determine the way to intercept the moving line, mainly outdoor advertisements, including Optimus Prime, building (roof) billboards, bus stop signs, street lamps and light boxes, car body advertisements, etc. It can also be supplemented by specific forms such as fixed-point delivery or establishment of mobile publicity stations in the crowd gathering areas around the project.
4. Summarize the work results regularly, analyze the effects of various advertisements and personnel dispatch, and then make improvements.
Audit standard: None
Characteristics of the action:
1, with wide publicity coverage and high arrival rate of point-to-point information dissemination.
2. Very convincing to potential customers who are really interested in buying.
Third, community coverage.
Applicable projects: mid-range and below, mainly for the first phase of large-scale ordinary residential projects and the tail houses of small and medium-sized projects.
Work cycle selection: mainly for customer storage period, followed by sales peak period.
Selection of customer development personnel: mainly salesmen and bees, and a customer development supervisor can be equipped.
Selection of extension scope: the population in the area where the project is located is a stable gathering community.
Work purpose: to expand the influence and popularity of the project and tap potential regional customers around.
Work arrangement:
1. Divide the communities where people gather stably in the project area.
2. Arrange relevant promoters to carry relevant props to sweep the floor and street in a planned way.
3. Post project posters and advertisements in community residents' gathering areas, and set up fixed consultation points.
4. In the community, you can arrange certain fixed or mobile customers to explore and maintain customers.
5. If conditions permit, you can open a community to see the RV and regularly receive customers to see the house.
Audit standard: each group should complete the coverage of at least two communities every day, which can be increased appropriately according to the community size.
Characteristics of the action:
1, which has a wide coverage in a certain area, and the coverage has not been carefully analyzed, mainly based on basic full coverage;
2. The information is fully connected in the relative area;
3. Covering a large number of target customers with poor accuracy, changing quality with quantity and cultivating customers with time.
Fourth, the exhibition blasting.
Applicable items: high-end, mid-range and mid-range.
Working time selection: customer storage period and sales peak period.
Staff selection: elite salesmen.
Choice of working place: large-scale exhibition site.
Work purpose: accurately convey the project situation to the target population through the exhibition and attract customers on the spot.
Work arrangement:
1. Contact the organizer of the exhibition in advance and strive for a favorable booth (if it is a housing exhibition, choose a location to avoid being adjacent to a better project than yourself; If the exhibition is an auto show or a jewelry show, choose an obvious location, which is more suitable for high-end and high-end projects)
2. Make excellent image design, which is different from other similar projects in the exhibition.
3. Arrange elite salesmen to make efforts at the exhibition, communicate with visiting customers, complete customer information registration and attract visitors on the spot.
Audit standard: None
Characteristics of the action:
The target customers are relatively pure and concentrated, and the purchasing power of customer groups is high, so it is easier to tap potential customers and intended customers.
Five, gas station newspaper
Applicable projects: mainly for mid-to high-end projects and investment projects.
Work cycle selection: mainly based on customer storage cycle.
Selection of customer development personnel: the planner is responsible for the coordination with the gas station in the early stage, and the salesperson at the case site is responsible for the delivery of materials in the later stage.
Customer expansion scope selection: gas stations in the project area and surrounding business districts, as well as gas stations with high customer arrival rate in the urban area.
Purpose: To convey project information and capture potential customers.
Work arrangement:
1. Analyze the customer arrival of each gas station, and try to choose the gas station with high customer acquisition rate for cooperation.
2. Send marketing channel personnel to each gas station for cooperation and exchange, explain the cooperation requirements to the personnel in the gas station, and conduct simple training. It is best to briefly introduce the basic situation of the project to interested customers at that time and leave contact information.
3. Prepare various materials, including newspaper clips and small gifts, and replenish the cooperative gas stations regularly.
Audit standard: None
Characteristics of the action:
1, this trick is more accurate in grasping the customer base. The customers targeted by gas stations are car owners, including government cars, private cars and taxis. No matter the officials in the car, the boss driving the car or the corporate executives, they are all recognized as the groups with the most spending power and the main body of project consumption.
2. By distributing promotional materials through gas stations, it is easy to target these high-end people and quickly convey product information to high-end customers without any stopovers and intermediate links, which is fast and effective.
3. Directly targeting customers with consumption capacity, with less advertising waste, cost saving and high effect;
4. One-to-one delivery by the oiler, without stopping halfway, to reach the target customers quickly;
Sixth, go shopping.
Applicable items: All item types are acceptable.
Work cycle selection: customer storage period and sales peak period
The choice of customer development personnel: sales and bees are the mainstay, with a customer development supervisor.
Selection of extension scope: key public places such as shopping malls, commercial centers and key markets within a certain distance radius around the project; The target location within the traffic line.
Work purpose: to widely transmit project information, and to mine and collect customer information.
Work arrangement:
1, according to the actual situation of the project, select the corresponding department store or store, and contact the layout of the venue and related props.
2. Make the tour order and timetable, and start according to the rhythm.
3. Divide customers into fixed receptionists and mobile delivery personnel. The former is responsible for the reception and registration of the booth, while the latter is responsible for the placement and publicity around the booth and in the store.
4. If possible, it's best to arrange shuttle buses to each viewing point to see the house, so as to pick up the intended customers in time and effectively.
Audit standard: according to the passenger flow situation of different stores, the daily distribution amount and reserved amount of the project list are formulated.
Characteristics of the action:
1, which increases the reception desk of the project and expands the influence of the project and the accumulation of tourists.
2. The place and time of the tour can be flexibly controlled.
3. The location of the exhibition tour is more targeted, such as high-end projects and high-end commercial places.
Seven, enterprise group procurement
Applicable items: high-end, mid-range and below.
Working time selection: customer storage period and post-project period.
Customer selection: sales staff above manager level or with special relationship.
Scope of expansion: schools, hospitals, factory parks and other enterprises and institutions around the project.
Work purpose: By talking about group purchase with enterprises, the project will be eliminated quickly at a slightly lower price.
Work arrangement:
1. Analyze many enterprises and institutions around the project, select relevant units with a certain scale and arrange relevant expansion personnel.
2. Contact relevant enterprises to find out the quantity information and acceptable price range of group purchase.
3. Analyze and decide whether the enterprise is suitable for the group purchase of the project.
4. In the case of obtaining relevant accurate information, contact Party A and obtain Party A's consent and recognition.
Audit standard: None
Characteristics of the action:
1, there is a certain chance to close a large number of customers in a short time, which is very helpful for rapid chemical projects.
2. Party A needs to give up some profits, and it is difficult to negotiate and coordinate the group purchase price.
VIII. Relocation and grafting
Applicable projects: ordinary and middle and high-grade residential projects
Work cycle selection: the whole marketing process
Customer choice: mainly marketers and salesmen.
Selection of extension scope: the project is the same as the demolition community in this area, and the demolition communities in other areas are of the same quality.
Purpose of work: to transmit project information and lock down demolition customers.
Work arrangement:
1. Search the newly demolished and demolished areas around the project in advance.
2. Understanding the relocation planning of the demolition area and the basic situation of the relocation planning and relocation project of the demolition community before the expansion is conducive to grasping the main demands of customers in the expansion process, so as to prescribe the right medicine.
3. Set up a project sub-exhibition area in the demolition community, organize a professional sales team to go deep into the demolition community, and make a conditional door-to-door introduction to seize the opportunity.
Audit standard: None
Characteristics of the action:
1, customers are relatively concentrated, and customers' appeal points are relatively unified, which makes it easier to reach a group purchase intention;
2. It is easy to form word-of-mouth communication.
Nine, merchant direct sales
Applicable projects: applicable to all projects, but more suitable for ordinary residential, investment or self-operated projects, especially small projects.
Work cycle selection: customer storage period and sales peak period
Customer choice: mainly salesmen and bees.
Scope selection: various professional markets around the project and in the city, such as building materials market, household appliances market, food market, etc.
Job purposes: Publicize the project widely, transmit project information, and tap potential customers.
Work arrangement:
1. Collect and sort out the data of various commercial markets in the designated area, select the target market, and conduct a detailed investigation.
2. Arrange customer development personnel to conduct direct sales and customer development in groups, and it is best to carry out fixed distribution of personnel and market, so as to facilitate subsequent continuous cultivation and customer cultivation.
3. Focus on long-term follow-up visits to interested merchants, focus on attacking more influential merchants in the region, and tap potential customers.
Audit standard: None
Characteristics of the action:
1, the crowd is easy to divide and difficult to find;
2. The information arrival rate is relatively high;
3. It is relatively easy to collect information such as business contact information;
4, it is easy to form the effect of breaking a little and hitting a piece.
5. It can form targeted blog rhetoric.
Ten, the customer is a stranger.
Applicable items: high-end, mid-end, mid-range and below.
Work cycle selection: the whole process of project marketing
Customer choice: visit in groups of 2 people, and the number depends on the project situation.
Expand the scope of customers: government administrative organs, medical and educational institutions, large enterprises and institutions, local office crowd gathering areas, and local individual business gathering areas.
Work purpose: Mining the intended customers of the project through the source direction of the target customers.
Work arrangement:
1. According to the situation of the project, determine the enterprises, institutions and business office areas where potential customers are located around the project.
2. In groups of two, visit the activity places of the target customers, carry the project-related image display manuals, have in-depth conversations with customers, learn the detailed information of customers, understand the wishes of the target customers, and determine the degree of intention.
Audit standard: each group should visit customers at least 10 every day, collect detailed customer information, fill in customer grade cards, classify them, and submit work summaries every day.
Characteristics of the action:
1. Looking for potential customers of the project is more targeted, and you can get customer information and intentions in a deeper level.
2. In the process of worshipping strangers, it is difficult and easy to hit a wall, so there are certain ability requirements for visitors.
XI。 Intercept competitive products
Applicable projects: applicable to all projects, high-end residential projects and investment projects will have better results.
Work cycle selection: the whole marketing process
Customer selection: mainly sales staff.
Selection of promotion scope: near the project with the same, similar or slightly worse quality as the project to be promoted; Near the surrounding projects in the same area
Objective: To intercept the competitive customers around the project.
Work arrangement:
1. Analyze the overall situation of regional market in detail, and determine the main competitive products around the project through the analysis of the project.
2. Learn more about the recent sales of competing products and their advantages and disadvantages compared with the projects to be promoted.
3. Understand the main needs of customers in a short time, grasp the needs of customers, and introduce the advantages of the project.
4. Teamwork will try to bring the project to the project site for on-site explanation.
Audit standard: None
Characteristics of the action:
1. The intercepted customers have high intentionality.
2. Because of preconceived ideas, customers often fall in love with what they know first, which is the difficulty in the application of this trick.
XII. Business Linkage
Applicable projects: applicable to all projects, especially high-end projects.
Work cycle selection: the whole marketing process
Personnel selection: planning-oriented.
Selection of linkage scope: related businesses, institutions or groups consistent with the target customers of the project, such as drivers association, education association, luxury goods exhibition, etc.
Work Purpose: To achieve the goal of resource sharing and mutual benefit through linkage with other businesses.
Work arrangement:
Mainly divided into two forms of entrepreneurship.
First, gather resources for convening activities.
Press conferences of certain commodities, promotion conferences of certain products, various exhibitions, etc. ;
Customer information can't be determined before such activities begin, and information will be sorted out after the activities, so Tuoke can collect such customer information.
Specific measures: take grafting, sponsorship or other forms of relationship to intervene. If conditions permit, you can introduce the project on the spot, collect tourists' information of this activity, or carry out it interactively.
Second, the detailed group data collection of personnel information is groundbreaking.
Collect the detailed information of the personnel of various associations and expand customers.
Specific measures: collect tourist information, contact customers through strangers or use interactive activities to promote customers' interest in the project.
Characteristics of the action:
1, some target customers are highly matched with the project products;
2. It is relatively easy to communicate with some target customers;
3. It is easier to collect tourist information;
4. It can form targeted rhetoric.