Marketing: how to fight back at the end of the year

Core tip: the coating industry is recognized as a sunshine enterprise in the chemical industry, which has a very good development trend in recent years With the improvement of people's living standard and the strengthening of consumer's consumption concept of paint brand, the investment in paint shop is also increasing However, there is such a phenomenon: the same paint brand and the same product in the paint shop, due to the different management capabilities, the performance of franchisees is very different Combined with years of experience in terminal retail management, this paper summarizes seven work contents of paint shop management, hoping to discuss with peers and help paint shop operators 1、 Guide to buy paint Application scope and advantages of roller ceramic coating Recommended introduction: the surface of ceramic rubber plate used for roller ceramic coating is cast into durable rubber plate by hundreds of independent small ceramic pieces Each ceramic piece has raised characteristics Under general conveyor belt pressure, thousands of unique cast bumps can produce positive traction, prevent slipping and extend the service life of conveyor belt roller At the same time, the bottom layer adopts high-quality rubber, which has strong elasticity and can play a good impact resistance role The scope of application of roller ceramic coating is one three six 83857180 (the same as V) 1 Roller coating in extremely harsh working environment 2 The belt joint is not suitable for fixing with iron buckle; 3 It is suitable for leather Paint Home News: the paint industry is recognized as a sunshine enterprise in the chemical industry, which has a very good development trend in recent years With the improvement of people's living standard and the strengthening of consumer's consumption concept of paint brand, the investment in paint shop is also increasing However, there is such a phenomenon: the same paint brand and the same product in the paint shop, due to the different management capabilities, the performance of franchisees is very different Combined with years of experience in terminal retail management, this paper summarizes seven work contents of paint shop management, hoping to discuss with peers and help paint shop operators 1、 Shopping guide skill: professional knowledge is very important in paint, which requires that the shopping guide not only master the general shopping guide skills, but also have a comprehensive and professional understanding of the product itself, product features, matching methods, maintenance, etc., as well as know more about the specifications and styles of paint to be purchased than the customer himself Products, in addition, to learn to grasp the psychology of customers, grasp the market trend, a very professional shopping guide can deeply win the trust of customers and establish a loyal consumption relationship On the one hand, the improvement of shopping guide skills depends on the accumulation of daily practice, on the other hand, we should take advantage of all opportunities to exchange and learn 2、 Some consumers feel dead when they go to some paint shops for service quality, while others feel relaxed and happy when they go to other paint shops They have a strong desire to shop The difference between them is often not related to the hardware facilities of the shop, which is mainly caused by the different atmosphere created by these "living" elements of the shopping guides If customers enter the store and see the shopping guide chatting or stupefied, they will naturally have the idea of seeing and leaving And friendly shopping guides can give people a close feeling and stimulate people's desire to buy Some customers didn't plan to buy because they bought when they were in a good mood! Many store managers also know the importance of service and have formulated strict service standards However, the service that really touches people is absolutely sincere, natural and from the heart, and there is no way to force it out by the system Therefore, store managers should pay attention to the work and even the living conditions of the shopping guides, grasp their emotions, eliminate their concerns for her, and ensure that they are relaxed and happy The mood and energy to serve customers At the same time, we should also know how to motivate the employees and arouse their enthusiasm for work from a deep level, so as to achieve higher goals 3、 Personnel training human resources is the first resource of an enterprise Franchised store operators should establish a complete system of recruitment, training and selection, provide open and fair competition space and development opportunities, with competitive salary and welfare system, train excellent talents, and accumulate capital for the development and expansion of the paint shop It's worth noting that excellent coating shopping guide needs long-term training, because it involves a lot of expertise Therefore, in normal times, franchise store operators should make appropriate personnel reserve, on the one hand, it can prevent the passivity of personnel management, on the other hand, it can also avoid the possible risk of personnel turnover 4、 Display of goods a paint shop with disorderly goods It will only attack the enthusiasm and purchase desire of customers In the initial design of paint products, designers have spent a lot of effort on the style and color of paint products, and pay attention to the complementarity of paint seriation and color The style and characteristics of products will be displayed in different ways due to the same internal structure, internal environment and geographical location of the store, which is correct Only the exhibition of can reflect the brand's personality, which requires the store to mainly combine the situation of its own shop, communicate and learn with the manufacturer and relevant personnel, and operate according to professional methods on color matching, paint style, series theme, etc At the same time, we should learn and accumulate more in the concept and collocation of paint display, improve our appreciation ability and display Xiaoping, and make our own store characteristics 5、 The rationality of replenishing the stock of goods is very important for the paint shop If the goods are not enough, the sales opportunities will be wasted If the goods are too many, the cost will be increased And many shopkeepers have experienced such things: good products are out of stock soon, and can't be replenished for a long time Because the products you sell in other stores may also sell well, it will definitely take a process for the manufacturer to get the information and then organize the replenishment This requires the owner to strengthen communication with the manufacturer on the sales information on the one hand to ensure timely feedback of the information; on the other hand, he should strengthen his ability to predict the sales situation of the product, whether a paint is in line with the consumption habits of the local market, and how its sales prospects are, and he should be able to grasp the general situation After that, according to the sales forecast and goods transportation cycle, reasonably arrange their own goods inventory, reduce risk and ensure profits Image is the carrier of paint brand, good image can better maintain the grade of paint brand and improve the added value of paint brand China's coating industry has a relatively short development time and lacks a mature business atmosphere, so at present, many coating shops do not pay much attention to the image of the shop, especially some details of the work are often ignored Just like the difference between the products of top brands and the products of general coating brands, it is often not that there is a big gap in coating quality, but the top brands are absolutely attentive in terms of workmanship, details and treatment! Absolutely exquisite! Absolutely meticulous! Shop image is the same, not necessarily spend much good materials to decorate, but the details must pay attention to, daily maintenance must also be meticulous! 6、 Promotion atmosphere the same means of promotion, some people operate very well, some people have poor results, and some people always try their best to "plan" an amazing idea to become famous! In fact, there is no good or bad promotion plan, some people use it well, others use it badly, the difference is "implementation"! There should be a systematic arrangement before the promotion, including the selection of promotion time, promotion, arrangement and implementation, effect and analysis, etc It's only doubtful that the shop is going to be closed after a hasty ending? At the same time, the poor operation of promotions (especially discounts) may also have a greater negative impact Some shopkeepers have experienced such a situation: the effect of discount is good, after the original price is restored, no one will patronize them When they come, they also say they will buy after the discount! Often do not discount some people complain, discount also some people complain! Even lost a lot of old customers 7、 There are many shopkeepers in financial management who are used to using relatives and friends as shopping guides They think the recruiters are not familiar with and safe, so they are afraid of financial problems In fact, as long as a complete set of product purchase, sale and storage management account can solve the problem It's not good to do the store management by feeling, and you can't put the risk on the conscience of the staff Only a perfect management system can scientifically and reasonably implement the management and supervision One account for the owner, one for the clerk and one for the manufacturer At the end of the month, the shop owner will check with the manufacturer according to the actual receipt and actual delivery details, and the shop assistant according to the actual receipt, actual delivery, sales and actual inventory Everything will be clear at a glance As for the price policy in the sales, it can be clearly stipulated that: in line with the manufacturer, the uniform retail price shall be implemented, and the shopping guide shall have no right to discount and sell clearly Or give a limited discount For example, you can give a minimum of 8.5% discount, provided that the full price sales must be more than 80% of the total monthly sales In this way, by giving the salesmen the right of sales discount to show their trust, they can not only improve their work enthusiasm, but also effectively grasp the sales opportunities and improve the efficiency The perfect financial management can also help the shopkeeper to grasp the business situation accurately and timely, at the same time, it can play the most valuable reference role in the daily sales plan formulation, sales cranial measurement, goods supplement, and promotion plan formulation, and effectively grasp the daily operation In order to get rid of the difficulties in the paint industry, it is necessary to make great efforts to build brand influence Paint dealers can achieve great adversity through three transformations Similar information The mode that paint enterprises can learn from: Sam's club mode After sales service of paint is extreme Consumers or "buy" and have deep feelings How can small and medium-sized paint enterprises make use of Spring Festival holiday consumption? 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