Marketing: grasp the root to make the coating investment and order no longer awkward

Core tip: at present, many coating enterprises are very keen to hold investment invitation and order meeting After you sing, I will come on the stage and perform in turns from time to time in the whole country and across the country The sales plan was painstaking, and the meeting was held vigorously There are many kinds of topics, such as learning seminar, star endorsement meeting, thank you reception, new brand launch press conference, tourism training meeting, etc., and some of them will be a combination of various famous schools Although there are many patterns, there is often only one purpose, that is, to attract investment and order goods, and to say a little more white, is to collect money There are many meetings, but what's the effect? Done, Which is the price of Dajin diatom mud Recommended brief introduction: which is the price of Dajin diatom mud? How to buy genuine diatom mud? Guangdong diatom mud agent suggests placing a basin of cold water in the air conditioning room, so that the diatom mud wall can breathe effectively The feature of the breathing wall is obvious When the indoor air is dry, the diatom mud wall will release the absorbed water quickly Put it out to help regulate the indoor dry humidity It is suggested to place a basin of cold water in the air conditioning room, so that the wall of diatom mud can breathe effectively The feature of the wall that can breathe is obvious When the indoor air is relatively dry, the wall of diatom mud will absorb the water Home of coatings news: Nowadays, many coating enterprises are very keen to hold the investment and order meeting After you sing, I will be on the stage, and it will be staged from time to time in the whole country and across the country The sales plan was painstaking, and the meeting was held vigorously There are many kinds of topics, such as learning seminar, star endorsement meeting, thank you reception, new brand launch press conference, tourism training meeting, etc., and some of them will be a combination of various famous schools Although there are many patterns, there is often only one purpose, that is, to attract investment and order goods, and to say a little more white, is to collect money There are many meetings, but what's the effect? What we have done and what we are doing have deep experience: it is more and more difficult to be satisfactory With the development of the market, investment and order will face more and more embarrassment Embarrassment one, customer invitation difficult Those who have organized the meeting know that to ensure the success of the meeting, the number of customers on site must be guaranteed Otherwise, no matter how high the quality of customers is, it is difficult to squeeze out how much oil and water In addition, when there is a cold field, the meeting is likely to become a monologue, or an abortion Because, they found that, after a long time, the current paint dealers are no longer the same as the small owners who used to guard the husband and wife shop or small wholesale department, at least in terms of consciousness, they have changed a lot After the influence of numerous manufacturers, education and training, or experience of being edified, fooled, or even deceived, most of them have already been "old Jianghu" If the manufacturer who organizes the meeting has no influence, no fresh selling points, and no policy that appeals to them, it's often you who pack food and accommodation and reimburse the travel expenses, and they may not want to participate because of the delay Embarrassment 2 It's hard to order The dealers who attended the meeting were immediately honored by the manufacturer as the guests After listening to the manufacturer's policies, watching the songs and dances, eating the delicacies, drinking enough good wine and visiting the local places of interest, when the most critical order comes, it's time to stop and rush for a walk After a meeting, the order quantity is poor Sometimes the manufacturer can't even guarantee the cost In this way, the results of the investment promotion meeting often fail to achieve the expected effect The hot face to the cool buttocks can't help but be depressing Why don't dealers pay? Why are manufacturers so embarrassed? In my opinion, the most important reason is that their scheme has no characteristics, no attraction, no attention to the substantive issues of dealers, and finally evolved into their own monologue, or masturbation in self entertainment, which did not cause the climax of dealers Is there any reason to be invincible? The current marketing plan or the manufacturer's sales agency policy is almost the same In addition to buying a gift or buying a gift, if you order 10000 yuan, I will give you 5000 products, if you order 100000 yuan, I will give you a car Under the strong policy stimulus, there will be certain sales performance, but for a long time, the dealers seem to have been numb to this, and there are many years of market They all have their own small abacus If they can't get the money back, the prize they get is often more expensive than they pay for it Since then, this kind of sales policy is very difficult to play a role in promoting sales, which is often that the goods are not ordered much, but the profits are pulled down How can we avoid embarrassment? In my opinion, to avoid the embarrassing situation of the investment and order meeting, it is crucial to make a good sales plan For different brands, we must treat them differently, that is, for new products or old brands to increase sales, the policies and plans are different Sales policies can be divided into two categories according to the different objects of action: one is to act on consumers, such as buying several products to get gifts or small gifts, so as to promote consumers to buy products The other is aimed at dealers, with similar contents but different rewards Its purpose is to promote dealers to overpressure goods and increase the sales of corporate brands For dealers, when a new brand comes into the market, they may not have a very good understanding of the brand Low discount products may also be good in packaging and product quality They may let some greedy dealers sell and purchase goods However, with the aggravation of competition, it seems that the way to compete for low discount has come to an end, because there is a cost bottom line after all The other disadvantage is that the lower the discount, the less confidence some dealers will have in the products The cheaper the products are, the better the products are Don't hurt the customers for the sake of profits and lose your reputation At the same time, even if the dealers eat a lot of goods, if they do not sell out, or there is no good way of sales, resulting in poor sales, then the marketing policy is not successful, just the transfer of inventory, the product did not reach the hands of consumers, which is undoubtedly a hidden danger for the market So how to make the new brand listing policy? I think we should focus on how to promote the sales of products in the terminal and bring profits and benefits to the terminal operators Because terminal customers are most concerned about: can you make money by selling this new product? Can we develop our own business? But the general policy is buy give policy, the dealer most concerned about the problem has not been solved, how can you join in happily? A good sales policy not only embodies the preferential policies for dealers, but also solves the problem of how dealers sell at the terminal, and it is better to drive the improvement of dealers' business That is to say, a good policy must be double-layer, attractive to dealers, and the attached promotion scheme is also attractive to consumers, which can drive consumers to consume products Connecting the reward to dealers with the promotion facing consumers can promote the sales of products and the popularity of terminals, which will undoubtedly enable dealers to accept the brand as soon as possible, even if their own profits are not too high In 2006, we did a kind of empty can exchange promotion to solve these problems In a short month, we opened more than one hundred outlets with a sales volume of more than 500000 yuan It is in the policy of new product development that we talked about how we can help dealers sell products and increase new customers, improve their competitiveness, and improve their overall operation, so as to achieve outstanding performance For the dealers that have already cooperated with us to improve the sales volume of products, we also adopt such a double-layer promotion policy, with two purposes: to suppress goods from dealers, to assist dealers in distribution and inventory digestion In this case, it's easy to succeed because dealers have cooperated with each other, have a certain understanding of products and production enterprises, and can make a general judgment on their future sales volume At this time, manufacturers can promote their sales sufficiently, so that they can eat a lot of goods This is the most common promotion method often used by most paint manufacturers, and in the process of operation, the investment is the least, the difficulty is the lowest, and the effect is the fastest For many small and medium-sized coating manufacturers, they do not have much money and energy to do the market in detail In order to survive, they can only take measures such as reducing discounts, relaxing policies, enlarging purchase support and so on to pressure the downstream dealers As long as the pressure is successful, the sales pressure will be transferred to the downstream dealers Only when the pressure is successful can the payment be returned, can the enterprise survive Deposit There are several marketing purposes to achieve: First, only a large number of pressure goods, the downstream distributors are most likely to take the products as the main push At the terminal, the so-called terminal brands without popularity can only be sold by the recommendation of the terminal sales personnel The more pressure goods are, the greater the pressure of the dealers will be In order to digest the inventory, the dealers have to take the pressure goods as the main push brand, otherwise the products will be rotten In my hands, the reward for pressing goods may become my own bill So I prefer to suppress the sales of best-selling brands, but also to ensure the sales of inventory products The power of pressing goods is obvious; Second, the dealers will cooperate with the manufacturers most In order to complete the sales, they will follow the manufacturer's advice in all directions, but the purchase is totally different if the purchase is less, there is no pressure, and the failure to sell has nothing to do with the dealers If the sales are good, the purchase will be made, and if the sales are bad, the return will be made Even if the loss is not great, it is difficult to sell the products well with such an attitude; 3、 By pressing the goods, the funds of the dealer's warehouse are greatly occupied, so that the dealer is unable to consider the purchase and sale of the finished products again, thus effectively attacking the sale of the finished products in the terminal; the dealer has 200000 working capital, if all the products are pressed into the inventory by the manufacturer, even if there are any good brands and policies, the dealer will be difficult to consider for a while; 4、 We can use the resources of dealers for distribution, that is, to distribute or sell the products of dealers on credit to the terminal or the downstream dealers, which increases the outlets for selling products, digests the inventory of dealers, and lays a good foundation for more purchases If we sell the products on credit, even if the dealers don't want to cooperate, it will be difficult If we don't cooperate, we can recover the payment The problem is that there are many dealers who are greedy for profits and eat too much food They are stuck in the manufacturer's policy and can't pull out their legs It's a little darker here In addition, if the extremes of goods greatly exceed the digestive capacity of dealers, and as an upstream manufacturer, he has been a hands off shopkeeper No matter what he does not ask, dealers will cross the goods If he is not a famous brand, he can not even make the goods, so he has to dump them at a low price At this time, it is extremely adverse to the long-term development of the manufacturer's brand, so the pressure on the goods should be limited, and it is necessary to make a comparison Sales promotion plan to assist dealers to digest In this way, it seems that it is difficult for the manufacturer to