For enterprises with mature brands, it goes without saying that it is necessary to seize the opportunity, consolidate the existing market and expand market share. However, in this environment where crisis and opportunity coexist, how should SMEs adjust their strategies and share a piece of the feast of this era? The author throws a brick to attract jade on such a proposition and discusses it with you.
For small and medium-sized enterprises, especially those that have just completed regional development and are making efforts to strengthen external expansion, it is every enterprise's dream to go out, expand their brands to other provinces, strengthen their influence and increase their market share. However, with the continuous development of China's market economy and the continuous improvement of market awareness in recent years, consumers and distributors are becoming more and more mature, and the buyer's market has been formed, and the road to external market expansion of SMEs is becoming more and more difficult.
At present, most enterprises operate in a very extensive way. Even if they have the intention to explore the external market, they only recruit a salesperson, and only use a hard indicator to measure the performance of the salesperson. This way is very harmful to the sustainable development of enterprises. First, in order to complete the task, salespeople often pay more money, regardless of the quality, scale and product structure of customers, as long as second, even if customers are developed in this way, due to poor management, they cannot meet more necessary needs of customers, such as product distribution and market planning. Finally, the products will be unsalable directly in this area, and customers will cancel cooperation because they can't see the market prospect. These short-term behaviors ultimately hurt enterprises, and there are more than a dozen cities in one province. If you do this, the products of the enterprise will stink on the street, and finally there is only one way to withdraw from the market. Although China is big, how many provinces and market resources can afford such a waste? In the end, the development of enterprises has become an empty talk. According to relevant data, the five-year mortality rate of Chinese enterprises is as high as 80%. Among them, how many companies have died like this?
In fact, existence is truth. There is always a reason why an enterprise can be established and survive. It has its own competitive products or good marketing model. With these, small and medium-sized enterprises have developed rapidly in their own regional markets, accumulated funds for external expansion and established an effective marketing model. On the other hand, the regional market is also a model market, where enterprises can set up and cultivate sales teams, and can also be used as experimental fields to test the sales prospects of new products. Because, when the enterprise expands outward, firstly, the current market profit of the enterprise should be able to bear the cost of new market development, and secondly, the enterprise should have an excellent marketing team and a good marketing model. To meet these two points, enterprises can try to expand the external market.
In the process of market development, enterprises should do a good job in strategic planning of the market, determine the priority market and sub-priority market, so as to facilitate the selective investment of company resources, and must not recruit people nationwide and start the national market as soon as they start. In this way, enterprises are likely to be dragged down by huge market expenses before seeing the results of the market. In reality, there are not a few such enterprises.
Once the priority market is determined, enterprises should formulate corresponding market development policies. According to different channels and different consumer groups, the sales strategy adapted to local conditions can not only effectively motivate channel members, but also avoid the waste of enterprise resources. The best policy is to target a market region, with a province or several cities as the unit, and the economic level and consumption habits of each city in the region are similar. For example, a sales policy may be suitable for customers in northern Jiangsu, but customers in southern Jiangsu may not be interested. In addition, the focus of channels in different regions is different, and the corresponding market policies should also be changed according to the actual situation. Of course, all these tasks require sales staff to do detailed market research in the early stage of target market development, including the current situation of the industry in the region, the market performance of competing products, and the market acceptance of their own products.
The target market has been determined, the market development policy has been formulated, and the next step is the tough battle of market development. At this time, the sales staff will be ready to deal with the target customers, and many sales staff will stumble over this foot. As soon as I arrived at the market, I hurried to visit my customers with the price list, product catalogue and some samples of our products. As soon as we met, we began to beautify the company, beautify the products, talk about how beautiful the cooperation prospects are, how much profit the company's products can bring to customers, and so on. As we all know, customers are very immune to this set. Listen to you patiently, then politely say you have to think about it, and then it's gone. If you are impatient, please leave or do your own thing without waiting for the salesperson to finish. When I visited a customer who had business relations, I happened to see the salesman of another manufacturer holding a product catalog and price list to talk about cooperation with him. After he listened to the salesman and sent him away, we chatted together. He said that I have represented two products of the same type now, and it is meaningless to add another one. On the contrary, these products will compete with each other. In addition, there are many similar products, and the following salesmen will be at a loss when selling. It can be seen that the sales staff's visit is invalid. If the number of invalid visits increases, the confidence of salespeople in themselves and the company's products will be greatly hit, which will easily lead to staff turnover. The solution is to improve the hit rate of sales staff, so that through successful visits again and again, the confidence of sales staff will gradually increase, which is also of great significance to the rapid construction of enterprise distribution network. So, how can we improve the hit rate of the visit?
Good results come from hard preparation in the early stage. First of all, after determining the target market, the sales staff should sort out the customers in the target market and screen out the prospective customers who are suitable to represent our products. Then, they should clearly understand the product structure of potential customers in the market, consider which level our products are in the product structure of customers after cooperation, whether they are the main products, profitable products or alternative products, and how much efforts customers will make to promote our products.
Secondly, the sales staff should know how many competing products of the same type are in the target market, and what is the wholesale and retail price of competing products, so as to calculate the approximate profit rate of competing products. It is also necessary to understand the channel policy and market performance of competing products, find out where the sales opportunities and key channels of our products are, and it is best to write a development step of our products in the target market and the market operation methods at different stages for the target market, so that customers can see the sincerity of the company and impress customers.
Thirdly, when talking with customers, salespeople can't just beautify enterprises and products and talk about the bright future of cooperation, which can only attract customers' disgust and resistance, which is not conducive to the development of cooperation. With the development of market economy, customers are constantly being educated and mature, and it is impossible to successfully find the right customers only by fooling. Sales staff should tell customers as honestly as possible about the current situation of the enterprise and all kinds of difficulties in reality, so as to avoid all kinds of disputes once cooperation occurs, which will eventually lead to market chaos. Be sure to put your words first, so as to avoid future disputes, and secondly, let customers feel your sincerity. Some salespeople are afraid to tell customers the actual situation, for fear that customers will not cooperate if they know. Actually, there is no need to think so. Even if you don't say that customers who don't want to cooperate won't cooperate, customers who really want to do it will try their best to overcome them even if they have difficulties. Customers must be more mature than salespeople, and they know the real situation of the market better. If you don't tell him, he will consider all kinds of problems and have a basic measure of the products he wants to represent and the companies he wants to cooperate with. You said that the sincerity of both sides would be improved a little. In reality, whether it is a large enterprise or a small and medium-sized enterprise, how many will be perfect in all aspects? Of course, there is no need for salespeople to tell customers the actual situation of the enterprise at once, just several times. Originally, developing customers was not decided by a visit. After confirming the cooperation intention through the first two visits, they will definitely visit many times to discuss the details of the next cooperation, and in the next few visits, they can tell the customers the problems at this stage from light to heavy. And tell the customer the company's solution to the problem, so that customers can feel your sincerity, and the resistance caused by the existing problems can be resolved several times. Next, if nothing happens, it will be a pleasant cooperation between the two sides.
When the above content is completed, most salespeople will breathe a sigh of relief: the customer has finally been settled, wait a minute, the long March has just taken the first step. If you want to enjoy the fruits of victory at this time, and your thoughts begin to be careless, then on the way forward, you must write down the words "It's too late to regret" in calligraphy. In fact, even if the salesperson and the customer propose a toast in the early stage, both parties will show full sincerity. Even so, 80% of customers will still have questions after paying: Am I doing this right? I just gave away the real money with a word from the salesperson. Is it true that my money will go to Shui Piao? At this time, customers' doubts and doubts are the biggest. Sales staff should always keep in touch with customers after remittance and before the goods arrive, constantly inform them of the progress and logistics itinerary, and stabilize customers' hearts.
When the product arrives at the customer's warehouse, the customer will see whether the sales staff's previous commitments are in place, whether what they say is the same as what they do, and whether the company's support is as the sales staff said. If there is a big discrepancy, customers will adjust their attitude towards the company's products and even consider the choice. At this time, the sales staff should make full use of the company's policies and maximize the mobilization of various resources of dealers. Including dealers' business personnel, vehicles, subordinate channel members, etc. , maximize investment in the development of new products. At this time, the enthusiasm and cooperation of dealers are the highest. Therefore, sales staff should make good use of this fire of customers, add some oil and burn the market. Not only let customers themselves, but also let their companies have confidence in our products, which is conducive to future in-depth cooperation.
The development of new markets is not an easy task, and it is even more difficult to make products into regional strong brands. When developing the market, small and medium-sized enterprises must abandon their utilitarian heart, slowly and steadily lay a market and consolidate a market. I believe that as long as we operate in good faith, always be grateful to the market and customers, and do things in a down-to-earth manner, the day of success will not be far away. Finally, I wish the small and medium-sized enterprises in China can go further and have better market performance in the Year of the Ox!