Analysis: low-season marketing of small and medium-sized paint enterprises

China Coatings Network
News: Every
coatings
sales off-season, most small and medium-sized
coatings enterprises
sales will continue to decline. Among them, the product sales are not good, cash flow is insufficient, is an unavoidable problem. Can't the off-season really boost sales? Is there really nothing to do in the off-season? Is the off-season really that light?
In fact, small and medium-sized paint enterprises on the off-season sales there are several major misunderstandings:
in the sales industry spread a sentence: "low season to do the market, high season to do sales", "low season to do cylinders, high season water." However, many small and medium-sized enterprise marketing team in the off-season when the operation of the market, "knife and gun into the treasury, Ma put Nanshan", the management and operation of the market but think that the market has entered the off-season and relaxed the thinking and vigilance, relaxed the strength of market operation. There are no positive attitude, effective measures to strengthen the operation of the off-season market. Even some sales bosses have this idea: feel that the brothers after the season's hard work should have a relaxed day, sales down a little, rest and recuperation, in preparation for the peak season. The upper side is poorly managed and the lower side is naturally the same as sheep. The crisis in the off-season will not be obvious, but until the peak season, the harm caused by the slack sales force will surface one by one:
(1) into the peak season requires a certain amount of time to warm up, the low season visit frequency decline caused by the rust between sales staff and customers, but also caused a significant weakening of market control, in the paint market competition is increasing today, this practice to competitors to take advantage of. As long as the competitors have a little action, do not have to pay too much price, the market fortress will fall apart, some of their customers and the market will soon change hands, to the peak season when they want to take back from the hands of competitors, is no different from the tiger mouth, talk about how easy.
(2) the decline in sales requirements for sales staff and the reduction of market infrastructure indicators, resulting in the product of certain channels of sales terminals out of stock, image terminals are not widely announced vivid, customers and consumers will therefore have a "strange feeling" to the product, to the peak season when the need for a different length of re-understanding process, and this channel or point of sale of fixed consumer groups may change consumption habits.
(3) Sales staff long-term laziness will form a habit, in the peak season will not adapt, like a psorias, if always a relaxation, there will be a strong toughness, but if it has been in a relaxed state, sudden tightening may break, sales staff is the same.
Because the profit of paint is relatively small, many enterprises think that paint mainly rely on sales to earn profits, seems to be an unwritten rule, all enterprises do the market in line with the "input and output proportional" principle, which was originally the correct principle, but in the off-season excessive compression costs to sales and brand communication to bring greater pressure, so that the off-season is lighter. Excessive cost compression often means a series of problems such as reduced publicity costs, reduced promotion frequency and intensity, and severe loss of sales staff.
the off-season, many companies, under inventory or sales pressure, tend to choose price promotions to maintain sales. We often say that "price is a double-edged sword", moderate price promotion is helpful to sales, but unlimited price promotion is tanticking suicide!
in order to complete sales, unlimited price promotion on the sales channel pressure is even more fatal. A large number of product backlog in the middle link can not be digested, forming a "intestinal obstruction", indirectly formed on the impact of sales in the coming year, customers are tired of the manufacturer's constant price reduction, resulting in a sense of deception, hit customer confidence, thereby destroying the brand image of the enterprise. Customers in order to complete the sale to disrupt the price system, thereby affecting channel profits and product vitality.
In fact, many paint companies in order to continue to cooperate in the coming year, but did not do a solid job in the off-season, for the next year's work to pave the way for the smooth development of off-season marketing work to provide a favorable guarantee.
small and medium-sized paint enterprises to carry out off-season sales activities, according to brand positioning and product characteristics of comprehensive consideration, to adopt the correct off-season sales strategy. As far as possible to create a low season not light market performance, for a small and medium-sized paint enterprises is of great significance.
Off-season consumer demand compared with the peak season decreased, small and medium-sized paint enterprises must recognize the profound changes in the off-season, we must establish the "market has off-season, marketing no off-season, thought no off-season" concept, from the ideological victory over the off-season, with a positive attitude, effective measures to strengthen the operation of the off-season market.
chinese has a saying: "to raise soldiers for a thousand days, with soldiers for a while." "When the off-season comes, it's time to raise soldiers, but it's not "breeding", it's "cultivating." One way to train is to assess the transformation of indicators. Sales staff's job is sales, in other words, sales staff is to complete sales and exist, so the enterprise off-season with the reduction of sales targets, in the assessment of sales staff to complete sales targets at the same time, the low-season assessment of the indicators can make a certain transition, so that sales staff can be in a state of combat, but also the sales force many high season ignored indicators can be improved. For example: 1, strengthen the assessment of the end market, to maintain a certain market coverage. 2, strengthen sales budget management.
strengthen the strategic partnership between manufacturers. To timely settlement of customer rebates, properly resolve legacy issues, so that customers eliminate concerns; To open a good customer symposium, sum up the previous year's work, preach the next year's marketing ideas and policies, arrange and deploy the next year's work; Actively visit dealers, second-batch merchants, terminal stores, strengthen communication, the use of the Mid-Autumn Festival, National Day, New Year's Day, Spring Festival condolences to customers, to enhance feelings; For customers to improve better service, especially in the off-season sales less, customer enthusiasm is not high, coatings enterprises to further keep up with the service.
consumers need to lead, just like the new way of life, so in the off-season to integrate a variety of marketing resources for market consolidation and development to provide a strong guarantee. Most enterprises in line with the "input and output into a positive ratio" principle, in the off-season to significantly reduce the cost of the results of the off-season more light, both in and out have come a cool heart, and so on the second year of high season to do the market, found that everyone at the same time the same battlefield soldiers, are invested a lot, but most of them offset each other, input and output ratio is as low. Therefore, the off-season will be limited funds to use effective communication strategy will be unique, play a better dissemination effect than the peak season, but the low-season consumer attention to paint information is relatively low, not easy to carry out large-scale media advertising investment, but targeted communication activities.
to step up its plundering of rival markets. Narrow road meet the brave to win, in the market fierce competition today, you do not hit others, others will hit you, market competition is ruthless, so small and medium-sized paint enterprises to adhere to the view of market aggression, improve market competition awareness, seriously study some of the opponents, find the weak link of the opponent, a drum, attack.