Marketing: the main trend of marketing will be launched

Core tip: in a certain market, under the pressure of the company's task, salesman a goes around the dealers and tries his best to get down on his knees.. What we are looking for is for the dealer to press another car to complete the sales this month Salesperson a finally achieved the goal as scheduled I'm relieved What can I do next month? There is no other way but to press the goods Who let the company set such a high task! The above situation is the true portrayal of "pressure goods" marketing! It is a serious mistake made by many of our manufacturers, including brand manufacturers In short, the marketing of pressing goods means that the result becomes a hero and only focuses on Paint agent, top 10 Chinese wall paint brands Recommended introduction: interior wall paint and exterior wall paint can achieve beautiful, clean and pleasant effects, but the effects in different environments are different, so the color of the paint will be different There are ten brands of Chinese paint, ten brands of global paint, ten brands of Chinese wall paint, and ten brands of Chinese paint, Famous trademark of Chinese paint and coating In private rooms, most of us choose according to our own personality, personal hobbies and living habits The younger generation will choose the interior wall paint with rich colors and bright colors, while the older ones will have some working experience Paint Home News: in a market, under the pressure of the company's task, salesman a goes around the dealers and tries his best to get down on his knees.. What we are looking for is for the dealer to press another car to complete the sales this month Salesperson a finally achieved the goal as scheduled I'm relieved What can I do next month? There is no other way but to press the goods Who let the company set such a high task! The above situation is the true portrayal of "pressure goods" marketing! It is a serious mistake made by many of our manufacturers, including brand manufacturers In a word, it is simple to say that the result is the hero, only focusing on the sales results, not on the process, and simply and roughly achieving the assessment index by transferring inventory From the perspective of marketing, it is not a kind of marketing, but a kind of distorted sales behavior It is this kind of distortion that annihilates the enthusiasm of the new generation of marketers to realize the real connotation of marketing; how much money has been paid by high-quality distributors; what consumers pay for the same money without enjoying fresh and reliable products is only a bottle of garbage with a shelf life It can be seen that the pressure of goods marketing is very harmful and has a bad impact on the marketing industry As a member of the marketing industry, I can't bear to see this goal It's necessary to remind you that many brothers should follow the correct marketing path and avoid repeating the same mistakes Right or wrong, for reference only The harmfulness of the pressure goods marketing strikes the enthusiasm of customers to do the market: to do the market itself is a systematic project, which requires correct methods, common mind and continuous investment to expand channels The manufacturer only talks about the result and becomes a hero, which makes the salesman too utilitarian to guide the customers to do the market They think that market is a thankless work, time-consuming and laborious, the channels are well done, and the people who enjoy the cool are the latecomers Distorted the correct values of the business personnel: in the face of the pressure from the top leaders, the business personnel are like dancing on the tip of a knife They have the mind to do the market and think of taking shortcuts They can only suppress or collude with goods, but can't cultivate the habit of the business personnel actually doing the channel The salesman can only make payment and deliver goods without any gold content The value of business people in the market is not only how many sales they have made, but also how much more important it is to create greater value for customers and the market, so that the market will become wonderful because of you Serious damage to the interests of the company's shareholders: in order to complete the designated task, the last business personnel blocked a stock of goods from the dealers, and they could not sell them, what should we do? In the end, the company has to pay the bill and increase the sales promotion to dump the goods, which directly leads to the increase of the company's expense rate, and it is the money that should not be spent Unable to stand on moral character: the business staff of the last year stopped working, and the dealers were worried about the inventory every day, so they could only let the business staff of the next year deal with it After a lot of effort, they only wiped their buttocks for the business staff of the last year, but later they didn't do a good job Isn't this a mouthful? Let the channel lose self-confidence: when the goods are pressed to the dealers, the dealers will press the goods from top to bottom, until the final channel is sub saturated, the distributors at all levels will be damaged, and the trust of the products will be lost; the product date of Ka channel is too poor, and the leaders of the store have a lot of opinions; all the promoters shout that the task is too heavy to complete The whole channel has no confidence, what else to play? Let the product lose vitality: pressing the goods will directly lead to the product date is not fresh, which will cause the false appearance that the product is unsalable to the consumers, and affect the product's dynamic marketing ability; in the face of the great inventory pressure, the dealers will generally adopt the way of discount and promotion to digest the inventory In the long run, the dealer's promotion cost is far greater than the rebate in hand, the product price system cannot be stable, and the products will be sold more and more The more death Jump out of the pressure cargo circle and see the move! The first move: quantification and refinement of assessment indicators: in the past, the company only assessed sales volume in performance assessment Now, it is quantified by weight according to sales volume, market share, vivid performance and other indicators Business personnel are encouraged to pay more attention to channel construction than sales volume, from result first to process management The second move: strengthen the ideological education of business team: the company's business leadership level should first abandon the idea of goods pressure, establish the correct values of marketing, establish the image of flaunting in the team, and often teach the employees to establish the correct values at the meeting: marketing can only win step by step, and implement channel construction, without shortcut Once the business personnel are found to be under pressure, they will be punished The third way: normalize the training and turn the business personnel into experts: I don't recommend that the business personnel train some master level and unreachable CDs, not that they are bad, but that they are too targeted, too many virtual things, and the business personnel can't use them in the battlefield at all The company's superiors can organize the courseware of market experience to tell employees or brainstorm discussions among employees, which will be more targeted Teach business personnel how to do channel construction, brand management, vivid display, list standardized regulations, and standardize their actions In this way, the quality of the business team is improved as a whole In front of the dealers, they are experts who can teach customers how to do channels Fourth move: don't set sales targets to the sky: many manufacturers set task targets, regardless of the market environment and sales data analysis during the same period, and set tasks in the office The result is that the task is too high to complete, which directly leads to the deformation of business personnel's actions and the phenomenon of cargo compression Therefore, the sales index is a fuse, which should be well controlled and flexible The fifth way: report the dealer inventory report to form a system: the dealer report includes quantity, amount, age of goods, reasons, etc The report can reflect: once the goods age exceeds the specified period of the company, it can be identified as goods in the processing period, and the reason and the responsible person can be explained The report form is institutionalized, and a submission cycle is drawn up, and the Distributor shall stamp to confirm and report to the company Sixth move: control the flow of expenses and reduce the cost of dealing with inventory: once the dealer's goods form a stagnant stock, the dealer must ask the manufacturer to provide certain promotion expense support, and the business personnel will randomly make up, print and sign on every day if they have nothing to do, and apply for handling expenses for the dealer The company's leadership should reduce the budget of handling costs, keep the signing off, and prevent business personnel from drilling holes The responsibility should be assigned to the person in charge, and the person in charge should be responsible for any problems Seventh recruit: channel construction standardization system establishment: formulate corresponding rules and regulations according to channel types, form management tools, focus on process management, and constantly strengthen whether the action process of business personnel is correct, such as Coca Cola's line management, Ka supermarket daily management specifications, employee handbook, etc The above seven moves, I think, will be enough to defeat the enemy and abandon the wrong mode of goods pressing marketing The key lies in that the leaders of the enterprise should change their minds, turn simple and crude sales into real marketing, and then build the core competitiveness of the enterprise, and make the product strength truly become the brand strength In the current era of high, precise and sophisticated marketing strategies in various industries, can pressure goods marketing go far? The essence of the strategy is to win the small and medium-sized enterprises, which must use the five elements of wolf brand to break through the same kind of information The mode that the paint enterprises can learn from -- Sam's club mode The perfection of after-sales service of the paint, and the deep feelings of the consumers or the buyers How can the small and medium-sized paint enterprises make use of the Spring Festival holiday to consume? O2o or another pit of the paint e-commerce Paint industry integrates into the development of the Internet to promote the prosperity of the industry Paint marketing: not all paint products are suitable for holiday marketing Experiential marketing mode ------ you price it Micro marketing opens the era of precision marketing Paint enterprise culture, focusing on thinking The eight strategies for online marketing of paint enterprises are paint home, which focuses on paint, diatom mud and paint paint, Coating technology, fire retardant coating news and coating, diatom mud, paint coating, coating technology, decoration knowledge and decoration effect map of fire retardant coating,