echemi logo
Product
  • Product
  • Supplier
  • Inquiry
    Home > Coatings News > Paints and Coatings Market > Marketing: success key for small and medium-sized paint dealers

    Marketing: success key for small and medium-sized paint dealers

    • Last Update: 2020-04-03
    • Source: Internet
    • Author: User
    Search more information of high quality chemicals, good prices and reliable suppliers, visit www.echemi.com
    Core tip: as a small and medium-sized paint dealer, how to do a good job in paint distribution is the focus of attention Combined with the characteristics of coating industry and coating market environment, this paper summarizes four elements and three key points to share with you Four key elements (1) key words of the store: the rapid development of 4S flagship store real estate and decoration industry, together with the relevant media reports, coating began to be understood and concerned by more and more owners The proportion of owners' independent purchase is increasing, and the proportion of dependence on oil workers is getting smaller, which is also the goal that paint dealers hope and intend to strive for However, the owner knew little about the coating, and the self purchase was cheated 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: as a small and medium-sized paint dealer, how to do a good job in paint distribution is the focus of attention Combined with the characteristics of coating industry and coating market environment, this paper summarizes four elements and three key points to share with you Four key elements (1) key words of the store: the rapid development of 4S flagship store real estate and decoration industry, together with the relevant media reports, coating began to be understood and concerned by more and more owners The proportion of owners' independent purchase is increasing, and the proportion of dependence on oil workers is getting smaller, which is also the goal that paint dealers hope and intend to strive for However, the owners know little about the paint They are cheated when they buy the paint They are afraid that the goods are not real and the price is not real Such a standard 4S flagship store of the paint brand calls it out 1 Paint store evolution: grocery store, specialty store, 4S flagship store: a kind of store from civil paint retail, popular from 1992 to 1998, regardless of image, location, decoration, display, making money and buying goods, weak market competition Monopoly store: aware of the importance of establishing a paint brand, they began to consciously redecorate their own store From 1999 to 2003, under the guidance of the concept that "to be a monopoly store can increase sales volume and represent a strong brand", they began to "monopolize" At that time, market competition intensified 4S flagship store: an important component of marketing, reflecting the company's comprehensive strength and improving the brand image of paint, and equipped with other market operation elements to play its full function and role 2 4S flagship stores are: showing, sale, training and service, aiming to improve the comprehensive strength, brand reputation and corporate image of the enterprise 3 The role of 4S flagship stores for owners, decoration companies and distributors: guaranteed, powerful, guaranteed quality, standardized operation, assured purchase, to create a premise for direct sales For employees: have a sense of belonging and being respected, have room for appreciation, can realize their own value, and attract them to participate in the paint industry (2) Personnel key words: in order to seize the first opportunity in the paint market competition, the company must move the terminal forward, the main battlefield is the new housing district, home decoration company, etc If you want to win over when the owner wants to decorate, you must have a preconceived consciousness The direct sales representative is the new force in the main battlefield, who undertakes the important task of publicizing and serving the owners With it, there are shopping guide, delivery staff and other personnel 1 The role of direct sales representatives to the community oil industry, owners, home decoration companies, furniture factories, the main direct sales project The main ways and methods to improve the popularity effectively One of the main bodies of the formal company The main executor of pre-sale, in sale and after-sale service 2 How to mobilize the enthusiasm of the staff can achieve the expectation of direct selling: making money, learning, promotion space To create a sense of belonging with a formal, rigorous and fair corporate management atmosphere 3 How to choose the right person with a high school or technical secondary school degree or above; age: 18-30 years old; with direct sales experience; diligent, hardworking, with a certain ability to express People outside the city are preferred, and people in the city can be considered (3) Key words of advertisement: considering the capital situation of small and medium-sized paint dealers, we suggest that customers invest 50000-80000 yuan in targeted outdoor fixed advertisements in the local area, in the form of outdoor billboards, buses, road signs, etc., in the area of building materials market, near the community, crossroads, etc., and the time of delivery is suggested to be 6-12 months 1 The key expression form and the selection of the place where the advertisement can achieve the maximum effect with the minimum investment are mainly for the dealers' direct representatives to exaggerate and quote when negotiating with the end customers, so as to wake up the advertisements that the customers seem to have seen again and spread the advertising effect for the second time If the direct sales representative can find three owners in a day, the direct sales representative can tell 45 owners 15 times, and the brand mentioning rate will increase 45 times, and multiple repetitions will also deepen the brand awareness 2 The function of advertisement is to enhance the popularity of paint brand, increase the owner's sense of identity to paint brand, and purchase at ease Increase the confidence of direct sales of business personnel, and realize the perfect cooperation of "air support + ground follow-up" Increase the recognition of distributors to the paint brand, and devote themselves to the paint brand with the greatest enthusiasm Cooperate with the home decoration company with the attitude of famous paint brand In turn, it can be used when the home decoration company recommends to the owner (4) Key words of service: professional build word-of-mouth pre-sale service: measurement of house wall area, wall pH test, understanding of board types, etc Service in sale: Calculation of coating consumption and recommendation of varieties, effect display, promotion and other after-sales services: free airless spraying, delivery, whole process tracking service, return visit after decoration, gift and so on In each of the above processes, the service is professional, meticulous and considerate, so that customers can feel the strength and connotation of the paint brand, and form word-of-mouth communication within the social circle of colleagues, friends, villagers, relatives, etc., and expand the marginal effect infinitely All of the above four key factors are indispensable, influencing, quoting and relying on each other Three key points (1) key words of investment: only when there is investment can there be profits In the new round of entrepreneurship process, we must have the courage to break through the boat and overcome the fear of wolves before and tigers after The successful dealers have the overall situation mind and farsighted vision, and strive to complete the process of their own pupation, that is, to complete the transformation from "businessmen" to "entrepreneurs" They don't have to rely on, plan, step-by-step investment in sales tools to build their own brand and business The failed dealers always emphasize and rely on the input of the manufacturers They are careful about everything and are not willing to pay their own money As a result, the dealers do not try their best in the process of market operation, which is irrelevant In fact, it's just a simple truth to be clear If there is no investment, it's speculation if there's no investment, and if there's no investment, it's speculation Of course, investment should have a direction and a goal According to the annual sales plan, it's necessary to set investment projects and make a good budget Investment suggestions: store location and decoration; recruitment and training of personnel and wage management; appropriate outdoor advertising; service tools, such as airless spraying machine, minivan; model room; warehouse; formal office space; promotion tools; (two) entrepreneurship Keywords: entrepreneurship means pay, efforts will be successful Important advice: dealers with annual sales of less than 3 million tons should not regard themselves as bosses in front of their employees We should lead our employees to fight in the front line of the market, understand the needs of customers, master the market dynamics, devote ourselves to the market and try our best to develop In sharp contrast, some dealers are either playing cards, drinking tea, reading newspapers, or lamenting They blame the manufacturers for not investing The market competition is fierce and the business is not as good as it used to be If we want to stand out in the fierce market competition and take the absolute advantage, we must take up more than 10% of the market share Before reaching this goal, it is recommended to work with your own staff to manage in person and start a second hard business Take Shanghai dealers for example: they open at 7:30 in the morning to do business, hold a meeting to analyze yesterday's gains and losses, and arrange today's work After dinner at 7:00 p.m., lead the district direct sales staff to visit the owners that can only be met after work, and go home at 10:00 p.m The result is three direct sales representatives, one store, with annual sales of 2 million (3) Key words of implementation: the right approach, a single spark can start a prairie fire to understand the market, including your competitors We need to know about the local real estate How many new residential areas open every month, how many buildings there are in the residential area, how many floors each building has, and how many units a building has What kind of house is it, what group of people are buying it, etc We need to know about the local paint dealers, how many dealers, how many brands, how many high-grade coatings, whether the middle-class coatings are popular, or whether they are popular at low prices What kind of packaging, painting system and style are popular 1 Understand yourself and analyze available resources Whether your store has advantages, whether your brand has advantages, how many employees you have, and what is everyone's position and expectation What is the product positioning of the distribution Whether the promised service can be delivered in time What is the stock and cash flow Give yourself suitable positioning, including brand, product, price, channel, etc 2 Clear objectives and specific steps Set up your own annual, quarterly, monthly and ten day goals Set up operation steps according to the goals, and refine them to everyone and everything Announce the work objectives and operation items in the near future on the blackboard, so that your employees can always know what they are going to do 3 Implementation Finish your day's work What should be emphasized is that in the process of implementation, we should pay attention to ways and methods, and sell the "no matter the white cat or the black cat, catching the mouse is a good cat" 4 Control, feedback, review and improvement 5 Reward: reward the person who completes the task, not the hardest one Why should the brand effect of coatings be strengthened gradually? What is the model for coating enterprises to learn from? Sam's club model? The ultimate after-sales service of coatings, how can small and medium-sized coating enterprises make use of the spring holiday to consume? O2o or coating e-commerce is another hole Paint industry integrates into the development of the Internet, promotes the prosperity of the industry; paint marketing: not all paint products are suitable for holiday marketing; experiential marketing mode------
    This article is an English version of an article which is originally in the Chinese language on echemi.com and is provided for information purposes only. This website makes no representation or warranty of any kind, either expressed or implied, as to the accuracy, completeness ownership or reliability of the article or any translations thereof. If you have any concerns or complaints relating to the article, please send an email, providing a detailed description of the concern or complaint, to service@echemi.com. A staff member will contact you within 5 working days. Once verified, infringing content will be removed immediately.

    Contact Us

    The source of this page with content of products and services is from Internet, which doesn't represent ECHEMI's opinion. If you have any queries, please write to service@echemi.com. It will be replied within 5 days.

    Moreover, if you find any instances of plagiarism from the page, please send email to service@echemi.com with relevant evidence.