3% success rate of telephone sales, how to achieve a 30% growth rate?

China Paint Network
: The current furniture industry, is a "monk more porridge less" buyer's market. The property market is light, the furniture market surplus, "the pressure mountain", the domestic large furniture stores closed, de-market news is endless.
T is an unknown small furniture manufacturing company, in the industry's major brands sales have been frustrated, have reduced production capacity, it achieved two consecutive years of average turnover growth of 30% excellent performance. How does this small business play around?
first-line market: phone not invited?
2013, Shijiaye in the home industry high-profile hit the "blasting era" of the propaganda slogan, many enterprises to join the ranks of group buying, collection, marking the furniture industry "blasting" era.
a large number of promotional activities swarmed so that shopkeepers tired, "do not do activities sad death, do activities tired to death." Event promotion has become the norm, consumers see no wonder, indifferent, the effect of simple "explosion" is no longer obvious.
"We're not going to blast anymore." "
faced with a dead end, T company made adjustments in its marketing methods.
" first-tier cities, such as Beijing, we have six direct stores in each district of the city center. Each district has two people to research the market, first of all to the design company in the jurisdiction, they are our big customers, with them signed some agreements to form strategic partners, let them do the project when the first choice of my products. Secondly, we buy the owner's phone from the property in each jurisdiction's middle and high-end district, and then carry out telephone tracking and do user demand analysis. Zhang Lei, general manager of T Company, said.
it's a good idea to work with a design company, but it's also easy. But is it a good way to buy household information for telephone communication? Now that each of us is in the thr of phone harassment, who cares?
undeniably, there are indeed not many customers, about 3 per cent, who make purchases directly by telephone. "But that's not the fundamental goal. We want to communicate by telephone, in-depth analysis of the potential needs of customers, research the composition of owners, household characteristics, come up with solutions for the subsequent more powerful transformation to lay the foundation. "
T company to strengthen the use of network media and mobile terminals, especially WeChat, in the pre-sales telephone communication, not immediately invite customers into the store to buy, but invite potential customers to pay attention to its WeChat public number, and then on the WeChat platform to send customers product samples, interactive answers.
" through the early phone tracking, QQ, WeChat interaction, we excavate every customer in the purchase of furniture pain points, and ultimately provide customers with one-on-one customized services and solutions. Zhang Lei said.
such early communication, so that T company to the customer's household type, on the one hand, to promote consumers from "final furniture" to "the earliest set furniture", on the other hand, for the defects of the whole house solution, can effectively leave other competitors behind. This is closer to the needs of consumers than just talking about the furniture itself.
seeding channels, power three, four-line market
unlike other furniture brands, T company did not choose to put their showrooms full of the first-line market or blindly touch the net, but a rapid sinking channel, focusing on expanding the third- and fourth-tier city dealer team.
T company to expand the third and fourth-line dealers, and not as simple as other manufacturers to sign agents, distribution agreements, furniture to you regardless, they take dealers as their own team to train.
" every development of a new third- and fourth-line dealers, or dealers to open a new outlets, we will send people at our own expense to train dealers in the past management team, hand-in-hand to teach sales knowledge, so that sales staff into the brand. Zhang Lei said.
T company to the foreign dealer team to implement WeChat management, each province to open a special WeChat service group, which has the company's service personnel, there are foreign distribution store staff, there are foreign dealer owners, manufacturers directly communicate, what problems are directly said on WeChat.
this not only achieves the flat management of the dealer team, but also helps dealers to share experiences between dealers, has been recognized by the dealer team, so that it has a "own person" feeling.
"We are very willing to dealers in the local brand publicity, for this regardless of what kind of publicity, we will help dealers share 50% of the cost, there are some key areas of the publicity costs we will fully bear, and out of contact with the dealer's activities. Zhang Lei said.
, compared with first-tier cities such as Beijing, third- and fourth-tier cities have very low brand promotion costs and are still in a low-value area. Although most third- and fourth-tier cities lack norms and brand management of the furniture market, but the local consumption level and gradually strengthen the rising brand consumption demand is not much worse than the first and second-tier, in the coastal developed third and fourth-tier cities often more than one or two lines, but suffering from the door there is no decent professional shopping malls to meet the face, but can only be exported to other places to buy.
development process of third- and fourth-tier cities is equivalent to the status quo of first- and second-tier cities five or 10 years ago. Now who seizes the opportunity, five or 10 years from now, who is the boss there.