For example, Xiao Liu is a salesman in Zhoushan Office of Tsingtao Brewery Company, and is responsible for the sales of terminal stores in Shengsi County. When he first arrived at this market, he found that the monthly sales volume of our company Laoshan Beer in this county town with a population of 60,000 was less than 1000 cases. After three days of market research, Xiao Liu spent 14 days making a market image; It took 1 month to be a guest, which increased the distribution rate of Laoshan beer to 92%; It took 7 days to make a pile or set the table in the terminal store; Put the promoters of OK hall and A-class hotel with scale and sales potential in Laoshan beer wharf. Two months later, the shadow of Laoshan beer can be seen everywhere in Shengsi, a tiny place with a population of only 60 thousand: Laoshan beer POP is all over the street; Products piled up everywhere; Laoshan Beer Hall has tables everywhere; With the 92% distribution rate of terminal stores, the sales volume of Laoshan beer has increased fivefold in just two months: from 1000 cases per month to 5000 cases per month.
In fact, if you operate the market in Xiao Liu's way, you will achieve the same success. The beer industry has a set of working standards for salespeople. As long as you work according to this standard and make persistent efforts, you must be an excellent business elite. So what kind of standard is this?
Vivid layout standard
Everything done in the terminal to create a beer sales atmosphere is called vivid layout, and its specific situation is divided into two categories: 1. Vivid props; 2. The product is lifelike. Vivid ways include hanging lanterns, bottles, flags, plastic paintings, POP, etc. Vivid products include: bar display, display cabinet product display, stacking display, dining table array and so on. Vivid props should concentrate resources and at least make a Mo Fan Street; The vividness of products should be sustained, and it will take at least 2 months to drive sales. Stacking display is the quantitative display of beer products in the terminal, and the principle of occupying the optimal position and maximizing the quantity as much as possible should be grasped. Pop-buy some advertisements. There are not less than 4 advertisements per terminal, and every 2 or 3 advertisements are posted side by side. The height of the pop center is between 1.4m and 1.7m, and the visual impact is the strongest. When sending POP, you should be neat and concentrated, and avoid tilting, otherwise it will make people feel disgusted. Product vivid layout standard: 1. Bar display: neat and centralized, with the trademark facing outward, and strive to occupy the best display position or occupy all rows. 2. Display of the display cabinet: According to the capacity of the display cabinet, the display cabinet can display 3-4 floors, each floor displays 24 bottles of beer, and each floor displays a single variety. If the company has more than one brand product, it will be placed from low to high according to the production capacity. Only this product will be displayed in the product display cabinet, and the competing product display cabinet will maximize the display of this product. 1. Head-to-head display: maximize the display area in obvious positions, and the number of individual varieties displayed at the pile head shall be no less than 5 boxes.
Inventory standard
Whether it is a dealer or a terminal store, the inventory should be reasonable, otherwise it will directly affect the sales of products. The reasonable inventory of the terminal is the daily digestion of the terminal × the distribution cycle of the dealer × 1.5.
Standard for sales staff to visit customers
1. Is there a clear access target?
2. Whether the setting of this visiting object is correct and reasonable.
3. Whether there is effective communication and interaction with key figures around this goal, and whether there are behaviors and actions to support the realization of this goal.
4. Whether this effective communication and interaction process and actions are recorded.
5. Does this record support the time spent accessing this terminal?
Terminal sales grade standard
The terminal sales rank from low to high is: blank store, effective distribution, effective sales, active terminal and perfect terminal. Blank shop: the terminal shop without our products is called blank shop, and the development of blank shop is based on the delivery and effective distribution of goods. Effective distribution: continuous distribution, unique distribution, normal and vivid display and reasonable inventory. Effective sales: free from the constraints of terminal operators or competitors, with normal customer conditions that can be communicated, and a vivid layout that is not lower than competing products. Under special circumstances, you can take the initiative to ask the dealer for goods. Active terminal: it can obtain the sales support of terminal operators, effectively restrain the sales of competing products, have good customer relations with key terminal groups, display perfectly vividly and distribute perfectly. Can obtain the sales support of terminal operators: the terminal is willing to sell our products and promote the sales of our products at the terminal through certain management measures. The main performance is as follows: the inventory resources can satisfy the storage of our products to the maximum extent, increase the one-time purchase quantity of our products, pay the dealers on time according to the cycle, refuse to accept the promotion activities of competing products, and ask the service personnel to actively promote our products and actively display them at the terminal.
It can effectively inhibit the sales of competing products: it can disintegrate the promotional activities of competing products at the terminal, promote the sales of my products and increase the sales share of my products at the terminal.
Good customer relationship with terminal key personnel: industry representatives can communicate well with terminal key personnel and service personnel, so as to have something to say with terminal key personnel, establish friends outside work and understand each other's preferences. Terminal related personnel can actively provide information that is conducive to the sales of our products at the terminal, support the staged activities of the company, and support the rational and vivid layout of our products.
Perfect and vivid display: terminal layout is vivid, creating a good sales atmosphere for our products. The specific performance is as follows: the bar of Class AB terminal store only displays our company's series products, the display cabinets of Class AB terminal store only display our company's series products, the bar of Class C terminal store displays my products at least twice as much as competing products, and more than 60% of the display cabinets of Class C terminal store display my products, and the number of POPs (AB terminal X display racks) is twice as much as competing products, with the best location. Hang lanterns and flags according to the actual situation of the terminal store. Display a certain number of piles near the bar of the terminal store or in an obvious position. The pile number of products is more than 2 times higher than that of competing products. The product piles are neat, the location of the product piles is best visible, and the products are better photographed than the relevant personnel.
Perfect terminal: it can get the support of terminal operators, curb the sales of competing products to the maximum extent, have good customer relations with key terminal groups, improve vivid layout and good distribution.
Maximize the sales of competing products: there is no inventory of competing products, no vivid layout, and terminal operators do not actively promote competing products. Non-vivid layout includes: no POP, no hanging, no stacking, no display shelf, no display cabinet and no bar display.
Personalized agreement promotion: through full communication and interaction with terminal operators, we can find out the needs or potential needs of terminal operators, and design a win-win scheme that is conducive to our product sales and terminal profit improvement according to these needs. This is called personalized agreement promotion. If an agreement can be signed, it is called personalized agreement promotion.
Key personnel and customers: Through full communication and interaction with key terminal personnel, the terminal management level index can be improved, or the foundation for future work can be laid. Its premise is to judge key figures, followed by personal research on key figures. The grade standard of key people and customers is: nothing to say-only speak Mandarin-effective communication-nothing to say.
Promotion standard
Promotion should not be stereotyped, but can convey information to the target market in any way except illegal, thus causing the desire and behavior of buying. The purpose is to increase product sales or increase the share of products in the terminal. According to the different promotion objectives, it can be divided into consumer promotion, terminal promotion, channel promotion and key person promotion. Consumer promotions include: free drinks, special prices, weddings, sweepstakes, etc. Terminal promotion includes: monopoly, package quantity, one-time purchase reward, cumulative purchase reward, vivid arrangement, buyout promotion, elimination of competing products, personalized promotion, commodity distribution, bottle cap recycling and holiday promotion. Channel promotion includes: dealer incentives. Key figure promotion includes: opening, store celebration, key figure award and bottle cap recycling. Monopoly is to increase the market share of products in the terminal and to restrain the promotion activities of competitive products to the maximum extent. It is required that the market share of our products in the terminal during the activity is 100%, and the competing products are not vivid except for out of stock, and the terminal operators are required to block the competing products. The package quantity is to increase the share of products in the terminal. The terminal can only pay the reward if it completes the specified sales volume within the specified time, otherwise it will not pay the reward. It is generally required that the share of our products in the activities should not be less than 80%. The one-time purchase reward is to improve the inventory of the terminal. Only when the one-time purchase quantity of the terminal reaches the specified quantity can the reward be redeemed, otherwise the reward will not be redeemed. Excluding competing products is an exclusive promotion activity required by the terminal to contain a major competitor. Vivid layout promotion is to curb competitive products through the exclusive vivid layout of our products at the terminal, such as setting tables and piling people up.