Marketing: to steal cosmetics in paint marketing

Core tip: if decoration is to beautify the house, then painting is to make up for the house, and paint is just like beautifying the household cosmetics To make cosmetics, we must be responsible for consumers, develop safe and healthy products, so as to beautify the image of people, and so is to make paint Starting from the health of consumers, it is the responsibility of paint enterprises to be a conscientious businessman, to operate in good faith and to produce healthy and beautiful products For a long time, the quality of coatings will directly affect people's physical and mental health Therefore, to be able to use a good paint coating is a lot Shenyang steel structure fireproof coating construction expert punde Building Fire Engineering Co., Ltd Recommended introduction: since its establishment, Shenyang punde Construction Fire Engineering Co., Ltd has cultivated a group of professional construction teams with excellent equipment, rich experience and serious responsibility with advanced and scientific management methods and strict engineering quality assurance and after-sales service system It has undertaken a number of fire system installation projects, which has been praised by customers Every idea and special requirement of you will be fully considered by us and fully realized in the construction technology, which will become the cornerstone of our successful long-term development We are looking forward to your invitation, to provide you with quality services and high-quality technical support! All construction coatings have passed ISO9001 Paint Home News: if the decoration is to make beauty for the house, then painting is to make up for the house, and paint is just like beautifying household cosmetics To make cosmetics, we must be responsible for consumers, develop safe and healthy products, so as to beautify the image of people, and so is to make paint Starting from the health of consumers, it is the responsibility of paint enterprises to be a conscientious businessman, to operate in good faith and to produce healthy and beautiful products For a long time, the quality of coatings will directly affect people's physical and mental health Therefore, to be able to use a good paint coating is the greatest wish of many people in the decoration In 2012, at the top ten summit of Huicong paint network, it also expressed a view: "to sell paint like cosmetics" In fact, why should paint be a prison? We should open our minds to learn more about consumer goods Taking cosmetics as an example, we summed up "three forces": first, the lethality of terminal image; second, the communication power of shopping guide; third, the promotion power of experience marketing With these three forces, we always focus on the direct senses of consumers, turning invisible chemicals into beautiful rescuers Cosmetics is to make good use of all kinds of marketing tools to mobilize customers' inner desire and sales in a short period of time It has also changed from "to buy" to "to buy" Paint marketing should be ruthless to steal Cosmetics 1, love lightning: the terminal image of lethal cosmetics is not easy There are no less than 15 high-end brands on the first floor of high-end shopping malls, each with an area of only 20 to 30 square meters Making a dojo in a screw shell, cosmetics are worthy of being masters A small open cosmetics exhibition area is a big stage of terminal image Most of the paint sales terminals are the stores of dealers The area is larger than that of the cosmetics counter There will also be basic brand promotion tools such as brand head ads, X exhibition stands, posters, information stands, and terminals with better conditions There will also be an LED TV in the reception area, and videos such as corporate promotional films can be broadcast From the point of view of consciousness, the author believes that: the coating enterprises also regard the terminal as an acre of land divided by dealers, anyway, their products have been "sold" to dealers As for how to sell the dealership, it depends on their own "strength" In fact, the terminal of dealers should be included in the scope of strategic assets of coating enterprises Paint enterprises with leading domestic marketing awareness, such as Libang and duluxi, have already set up experience stores nationwide The intention is to move the marketing center of the enterprise to the front-line market and become the brand center and service center of the regional market With the direct perception of the brand and the service commitment of seeing and seeing, the paint sales is no longer just relying on the lip of the salesperson Image is the sales force 2 salutary influence of education as like as two peas: the communication between the purchasing agents and the cosmetics, with the brand end of the brand, the "static selling force", the personnel need to guide the purchase of the "moving pin force" Chemicals with technical content, to achieve the beauty of cosmetics, need the "finishing touch" guided by personnel For cosmetics, observation is the first level Carefully analyze each customer's skin characteristics and defects, and then take targeted products to "cheat" It is the second required level for the shopping guide to speak appropriately We should not only talk about the skin problems of customers, but also can not talk about them, so as not to hurt other people's self-esteem The third level is to arouse the resonance of customers and the skill of the shopping guide becomes the demand of customers Can the "Three Customs" of cosmetics guide be applied to the sales of coating products? Sure It's just a little different in form In my opinion, the first step for the personnel of the paint monopoly shop to guide the purchase is to find out the real needs of customers, which requires the analysis of the use occasions, performance specifications, use habits and other aspects one by one, and then sort out the several possibilities of customer needs according to the priorities, and finally report their own targeted product solutions The second key point of Purchasing Guide for coating product personnel is to calculate a good formula: customer value = solution value - comprehensive cost It is more appropriate to explain it with Marx's surplus value However, this surplus value is no longer a violent tool for exploiting the working class The third level of purchasing guidance for coating product personnel is the level of trust that cannot be circumvented Communication ability, affinity, empathy ability, professional ability and human charm are the five interpersonal trust points summed up in the author's practice They are from shallow to deep, is the growth track of paint sales personnel 3 What you see is what you see: the sales promotion force of experiential marketing is the guide to purchase cosmetics, which are the main ones with better body, tender skin and compelling temperament With such a live sign, there are many tricks to show their own experience "You see, my skin is good now It used to be different Besides, the bottom of your skin is much better than me If you use XXX brand, the effect will be much better than me now "This may be the sweet and murderous words in your ears when you buy cosmetics with your wife or girlfriend If you don't believe me, I'll do it I saw that the beautiful shopping guide opened her cosmetic bag with her hands and feet neatly In a short time, the cosmetics went on another woman's face Then, she will ask meaningfully: do you feel that you are more radiant than you just were? How bad it is! A gentle wipe will erase the sense of caution and suspicion Experience marketing is a great way to play cosmetics Paint sales also began to focus on experience marketing The effect of coating products is very difficult to move from the factory and dealer warehouse to the customer site How to solve the intuitive experience of product performance has become a big problem Enterprise album, product manual, video disc, these three brand sales tools can only solve the most basic information transfer, used for the first communication ice To be honest, this is one of the problems that I have been thinking about for many years Sorry, I don't have the ability to give you the right way In terms of methodology, if you can't provide an intuitive experience from your own perspective, you need to describe a new blueprint from the perspective of customers with the content they are familiar with With your pen, draw the cake you want Perhaps, this is a pragmatic way out This article is limited to the limitation of space and my intelligence, so I will discuss it in a special article later It seems that, in the domestic coatings marketing, we need to know our own direction and approach, and on the other hand, we need to focus on the advanced concepts and leading practices of other industries Paint marketing, to steal the heart of cosmetics Only by dialectics can we get accommodation, and only by accommodation can we get accommodation Paint marketing, you have many teachers to consult As long as your temperament is not lonely, your career will never be lonely again Key words: paint marketing, paint enterprise, farming enterprise marketing, exclusive interview with Wang Detao, Weiyang, Shandong Province, similar information, blue ocean campaign or "breaking" of paint e-commerce, and what are the new ways for the enterprises to play in the "double 11" home e-commerce decisive battle? • is the life of paint dealers forced to persist or to leave? 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