Group buying activities let me overfulfil my tasks many times, and also let one of my excellent branch managers leave my post. Let me deal with a batch of futures, so that I almost fell into the group buying trap of the dealer; Group buying can make you sell a new product or kill a product? 6? 7? 6? 7 group buying, doing well is to find another way, with outstanding business performance, and the company, employees and group buying units have their own interests and are happy; If you can't do it well, there will be many problems, and in the end you can't get away with it, or even end up miserable! Group buying, in the final analysis, is just a special business processing method at a special time (or in a special environment). Group buying opportunities can be created and discovered, but mainly because there is a demand for one-time large purchases in reality. In recent years, although the scope of group buying has expanded and there may be more group buying activities, as a member of the enterprise, we should still take it lightly! Because of the particularity of group buying and the lack of professional group buying experience, let's first understand some key issues of group buying in order to better handle the group buying business in reality. Question 1: When the group buying business suddenly comes, many enterprises are both happy and hesitant. Happily, they got a big order and the sales volume could be exceeded. What I hesitate is that I have no experience in this field and don't know how to deal with it. Sometimes, in order to get this business, the competent leader will give extremely large discounts and concessions to meet some requirements of group buyers. For example, the long-term cooperation discount of general dealer business is only 1%, and the maximum group purchase business can reach 3%. Solution: In fact, many fast-moving consumer goods companies are carefully dividing their own terminals. These companies basically regard group buying as a format of KA (KA means important customer). It seems that the group buying business may be handled in the same way as big customers (supermarkets, key restaurants, etc.). ). When operating this kind of business, enterprises can talk about some special conditions separately, and the preferential amount can be the same as the policy of KA customers. Because this kind of business contact has established a good business relationship before KA or other customers, it is understandable that leaders attach importance to it (such as personal care or personal visit), but the original business system such as rebates and policies cannot be disrupted. Remember, group buying is a once-in-a-lifetime thing. Don't screw up the enterprise because of a group buying business! Question 2: As many dealers have been engaged in distribution business for a long time, they may have some large-scale business cooperation with government agencies, banks and schools. , and also established a relatively close group buying business relationship with them. Due to the large one-time demand of these institutions, dealers may seize the opportunity to ask the company for a group purchase policy. If the enterprise doesn't give it, the dealer will threaten to fail to complete the sales volume this month, and even threaten to use the products of competitors as group purchase products. Solution: The long-term business relationship between dealers and some government agencies is a good one. However, this is generally considered to be enough for consumers to buy in large quantities at one time. Under normal circumstances, enterprises can give some promotional gifts alone to strengthen their feelings with dealers, instead of giving gifts, price concessions and other special policies. Because sometimes, if enterprises can easily give this form of special policy without studying the authenticity of this group buying activity, then many dealers will falsely report or falsely report the group buying project, and may also use this special policy to sell goods and smash prices. This is not only common in the fast-moving consumer goods industry, but also the consequences are often unimaginable! Sometimes, there will be some special circumstances, such as this single group purchase business is very important to the enterprise. In order not to abort the group purchase, enterprises are also taking such a form, that is, enterprises require dealers to issue a certificate to prove that the group purchase unit is really for the unit distribution and interests, and even let dealers sign a one-time cooperation agreement with the group purchase unit to ensure the authenticity of the group purchase activities. Enterprises can give higher group purchase policies than usual to promote this good group purchase cooperation. Question 3: Some enterprises promote sales in the market. In order to avoid price confusion and commodity flight, they often use brand-name products of other well-known enterprises as gifts when doing promotional activities, mainly products that are easy to circulate or realize, such as beverage series products, daily chemical series products, edible oil non-staple food products and so on. Therefore, these enterprises that want to promote sales will find well-known brands with such products and buy them in the form of group purchase. In the end, due to poor management and control, although the business volume of these well-known brand products increased due to group buying, the prices were also sold lower and lower by some unscrupulous dealers due to bundled promotions. Solution: The final result of this type of group purchase is "horizontal alliances", which should be said to promote each other frequently. However, if it is not well controlled, it is easy to cause problems and damage to these brand-name products. Because the products of famous brand enterprises can be circulated and realized as gifts, they can also be used by dealers, terminal stores or consumers themselves, that is to say, there are several destinations, and it is difficult for enterprises to control their flow direction. Therefore, these brand-name products, which are given as gifts by some enterprises in the name of group buying, may have serious conflicts with the products that their enterprises normally circulate in the market. This kind of conflict includes not only supply conflict, but also price conflict and regional conflict, which has a very bad influence on the normal circulation of enterprise products. One of the best ways to solve this kind of problem is to give goods in batches, so that the goods will not be deposited in the channels and ensure that they reach the terminals or consumers in a "one-pole" way; There is another way, that is, it is best used in supermarket promotion, which is convenient for two enterprises, consumers and supermarkets to monitor in many aspects. It should also be noted that enterprises must make strict regulations to prevent dealers from selling products and gifts separately. It circulates in the market alone, rather than giving back to consumers. In this case, dealers will basically sell brand-name products as gifts to the lowest level. Question 4: When negotiating group buying business, enterprises often face such a difficult problem, that is, the negotiators of the other side often ask for a certain rebate, and then the rebate is often required to be cashed in. Many times, when an enterprise encounters this situation, the salesman is very embarrassed. Small enterprises should say that the boss has the final say, and the general boss will give it. In slightly larger enterprises, the financial system is very strict, and it is generally not allowed to give customers cash. It makes the salesman unwilling to give up, unable to give up, sometimes having to operate illegally, and finally having financial problems. Solution: In fact, this is a question of basic business knowledge, and it is also a question of authority to deal with business problems. In this case, first look at whether the company has such rules and regulations, if so, it is good to deal with them according to the rules and regulations; If not, you can report the actual situation to the leader, and after clarifying the situation, it will be decided by the leader. It is suggested that the salesman and the other negotiator directly show the company's attitude and expect the other party to see if there is any way. Some salesmen take risks, or pay their own money to the negotiators of the other party first, and then sell the rebate goods (at this time, enterprises usually give discounts to the other party in the form of products, such as giving 50 extra boxes to the negotiators. ) recover cash; Or not paying for other goods, and finally colliding with the financial department, are not desirable. Question 5: Many enterprises are struggling to find a group buying unit and don't want to give up this business. Therefore, take advantage of TV advertisements or print advertisements to indicate in the advertisements that if there is a group purchase demand, you can call the company's group purchase phone number. However, this form has little effect, often attracting some advertising companies, and it is impossible to recruit group buying units. Solution: In this case, it is suggested that the company not only announce the group purchase telephone number, but also strengthen the work of the salesman to actively find the group purchase unit. The units that need group buying are generally government agencies and institutions. Basically, most of them are "official-oriented" institutions, or there are not many groups with trading experience in this industry. Therefore, if the salesman takes the initiative to contact again, the chances of success will be much greater. Most units with group buying needs may have a wait-and-see attitude of "Jiang Taigong fishing-those who are willing to take the bait", so it is better for enterprises to take the initiative. Question 6: Many enterprises get the group purchase business, then return to the company to enter the order, and everything will be fine, and all the goods will be sent out at once. As a result, within a few days, the goods were found in large quantities in wholesale markets or other circulation places. Solution: Because the purchase volume of group buying institutions is generally large, all products can be opened at one time when the invoice is issued (to avoid the other party hanging up), but it is best to negotiate with the other party when issuing products, and it is best to split them into multiple shipments, and it is best not to ask customers to pick up the goods at home. In this way, the possible risks of group buying will be minimized. If we can maximize the number of group purchases, but try to reduce each shipment when implementing, this group purchase business will generally have no major problems and can be strictly controlled. Question 7: When dealing with monks and supermarkets, many Shang Chao have large customer departments, and Shang Chao has been developing its own group buying business. Shang Chao asked enterprises to give higher discounts. The company itself has invested a lot in Shang Chao, and it has to pay for Shang Chao's own group buying business. This makes the cooperation between enterprises and Shang Chao very unpleasant. Solution: In principle, this is the supermarket's own behavior and basically has nothing to do with the enterprise. There is really no way to solve this problem, and even the content of this form of cooperation can be indicated in the contract to facilitate some concessions in other aspects; Or the enterprise simply makes it clear that the supermarket does not carry out the group buying business of its own products, and all the group buying business is carried out by the enterprise itself. Existence is reasonable, and the existence of group buying business means that there is such a demand in the market. First of all, try to discover and find this demand, and then, make mental preparations and countermeasures on some key issues, so as to plan ahead and lay a good foundation for the success of group buying. Group buying salesmen are salesmen who do group buying business; Group buying, as its name implies, is group buying, such as group buying. Six classic steps for group buying salesmen to visit customers. The first step is to make a visit plan 1. According to the overall situation of customers, make weekly visit plan and visit purpose. 2. Find out the "Customer Information Maintenance Table" to be accessed that day and review the customer information. Such as historical sales records in budgets, competitor activities and customer information forms. The second step is to make an appointment by phone and update the visit plan 1. Before starting work every day, call the customers who plan to visit that day to determine whether it is suitable for visiting that day. 2. If the customer is not suitable for visiting that day, call to confirm the next suitable time for visiting, and modify the weekly plan accordingly. 3. Adjust the visit plan according to the actual situation, delete the inaccessible customer information in the visit manual, and add new customer information to ensure that the information in the visit manual is the information of all customers visited on the same day. The third step is to review the visiting objectives and welcome 1. Before actually visiting each customer, we should review the customer's visiting objectives: (1) the situation, opportunities and problems during the last visit. (2) Review the customer's previous orders, the company's products and competitors' products. (3) The reason for this visit, the expected results and the required sales demonstration. (4) List suggested orders (group purchase packages) for customers. 2. Find the person in charge of group buying customers, simply say hello and get to know the latest situation (such as the number of customers, budget, etc.). ). The fourth step is sales introduction 1. Review the last visit and summarize the opportunities and problems. 2. Introduce the purpose of this sales call and make a sales demonstration. Such as the company's latest product information, promotional activities, services, etc. 3. Recommend the group purchase package tailored to the customer's quantity, budget and delivery in advance. 4. Answer customers' questions. Step 5: End the visit to 1. Get customer orders or leave a suggested package table. 2. Determine the time for the next customer visit. 3. Post promotional materials for group purchase or leave relevant introduction materials for customers. Step 6 Record and review 1. Complete competitor's activities and historical visit records in the customer information table, and complete historical sales records after delivering goods to customers. 2. Review the success and shortcomings of this sale and find out the real reason for the shortage.