1, set an example and exercise at work.
Sales executives and sales managers generally start from the grassroots level and have rich practical experience and theoretical knowledge. They travel to the market they are responsible for, and they can conduct one-on-one communication training with franchisees to analyze and answer the questions and puzzles raised by franchisees. You can also visit the market and dealers with franchisees, correct the improper words and deeds of franchisees at any time, and personally demonstrate to franchisees how to communicate with dealers.
2. Use the regular sales meeting at the end of the month for training.
In order to facilitate work and summary, enterprises usually arrange regular sales meetings in the middle and end of the month. For business people who travel frequently, it is rare to have such a concentrated meeting. The sales supervisor or manager can take this opportunity to take time out to give special training to the sales staff. Training can be conducted in the following ways:
(1) Supervisors and managers conduct training in person.
(2) Case training. Managers or supervisors can collect some cases (both positive and negative) in peacetime, so that salespeople can learn to discuss in training. These cases can be experienced by managers or supervisors themselves, or they can happen to other salespeople. The biggest advantage of case training is persuasiveness and easy acceptance by sales staff.
(3) problem training. At every regular meeting, the salesperson will ask all kinds of questions. Managers or supervisors can organize people to pay attention to these problems and often brainstorm. Salespeople with these problems can be inspired to find good solutions, and other salespeople will know how to deal with similar problems in the future.
(4) Game training. If only classroom-style training is used, it is often easy to make everyone tired and distracted, which will reduce the training effect. In view of this situation, when I am a sales supervisor and manager, I often use game-based training methods. Let some salesmen act as dealers, dealers' partners, dealers' employees, the second batch of dealers, retailers and other roles as needed, and then let other salesmen "deal" with them. In the game activities, salespeople put their usual scenes into their roles and performed them vividly. Everyone learned a lot of sales skills through laughter.
3. Organize on-site training
In the actual training work, the sales supervisor or manager can organize the sales staff to conduct effective training on market issues in a well-run market or a market with representative problems, which can often get twice the result with half the effort.
4. Book publishing plan
Some salespeople like learning book knowledge, while others don't like learning book knowledge very much. How can we make them all learn book knowledge and make what one person has learned become everyone's thing? We can stipulate that every salesperson must read a book or magazine every month. At the sales meeting at the end of the month, we will tell other salespeople the main contents of the books or magazines that we have learned this month and the useful parts for marketers, so as to communicate with each other and learn from each other, and * * * will make progress and * * * will grow.
5, the use of network training
Although using the opportunity of regular meeting to train sales staff can achieve good results, business staff spend most of their time on business trips and rarely have the opportunity to get together. Is there any way for the sales supervisor to train the sales staff scattered all over the country in different places? Yes, you can use the internet. The developed network enables training to span geographical space and is economical. Although it is impossible for every business representative to have a computer, Internet cafes can be found everywhere in counties and even towns, which provides good conditions for cross-regional space training.
Channel sales management scheme
Doing business is afraid of risks and sales. Nowadays, there are many people making wine, but not many people making money. Why? First, we didn't choose the right time. In the past, there was a shortage of materials and everything was profitable. If we just open a small door, we can make a lot of money. Now, not anymore. Supply exceeds demand and competition is fierce. If we manage badly, we will lose everything. The second is to choose the right industry, choose the sunrise industry, not the sunset industry, others open supermarkets, it is difficult for you to go to department stores without paying; Third, innovative channels always follow the old path of others and are not easy to get rich; Fourth, there is no unification. As before, we went it alone, hitting rocks with our fists and spreading elephants with ants. Therefore, it is popular to join the chain now, mainly by using the power of authority, professionalism, concentration and team to fight hard in the market in order to obtain better profits.
First, a correct understanding of sales
Many people are afraid when it comes to sales, especially those who have never done business. In fact, sales are not so mysterious, and it is actually very simple to say simple.
Everyone has done sales, even every day. The process of making others agree with you in daily life is the process of selling yourself. Some people have good personality, good eloquence, good personality and good qualifications, so they have many contacts and established many relationships. This is the most successful sale in life.
In China, relationships are more important. If there is a relationship, there is a sales channel. If you successfully manage your interpersonal relationship, you will successfully manage your sales channels.
If you can make others trust you and accept you easily, then you have successfully completed the first step of sales. If you have certain professional knowledge and can explain your products thoroughly, you will realize the recognition process of your products through the acceptance of others. The third is the issue of profit distribution. After all, you have to earn money, but the fourth step is service and maintenance, which is actually the same as being a man.
What about normal sales? In fact, we have to return to the relationship in the end, but this time there is an extra process of building relationships. Whether it is store sales, door-to-door sales, conference sales, etc. In fact, it is a process from strangeness to perception, contact, familiarity, love and repeated purchase. Simply put, it is the process of understanding, trusting, buying and repeatedly buying.
We should pay attention to repeat customers. Why is it important to repeat customers? In fact, repeat customers are customers that we maintain to a certain extent. We may have done the sales process in front of repeat customers, and invested a lot of manpower and material resources. The cost of resale can be basically omitted, so the sales cost of repeat customers is the lowest. Then why do customers come to you repeatedly to buy? Actually, it still matters. You are well maintained, and he trusts you to buy your things. Repeat customers are the main profit point of our sales base, and repeat customers can bring new customers.
Of course, sales also need a certain foundation to support. Consumers will evaluate a business in the first time, and they will get an overall evaluation from your decoration layout. We are a mid-to-high-end product, so we should pay attention to details such as facade decoration, interior layout, personnel image, dress, product placement and so on.
Consumers will rate your product image in their minds. In his mind, your taste is set below 100 yuan. If you sell 500 employees, he will have a psychological gap. This is the first step. If your explanation is unprofessional, he will give you a reduction. If you reduce it here, your business will be ruined there. People nowadays say that the packaging of moon cakes is too luxurious. In fact, they were forced to do so. Mooncakes are low in cost and are not decent as gifts. If you just use a pack of paper, no gift you can give can reflect your identity and value. Therefore, in the sales process, we must clearly distinguish who should be saved and who should not be saved.
Second, the problem of sales channels.
What is the sales channel? To put it bluntly, it is all aspects of products, that is, sales network. There are many sales networks, not all of which are suitable for us. We import high-end wine, so some channels are useless to us, such as small supermarkets, small shopping malls, small and medium-sized restaurants, wholesale markets and so on. Some people ask how to buy our products faster without these consumers, which involves a sales positioning problem. The first thing we should do is not to let ordinary consumers know more about us, but to let middle and high-end consumers know about us. Use effective resources to lock consumer groups. Let our target consumers pay more attention to, contact, buy and repeat our products.
Choosing channels is not to say that you don't want channels, but to be meticulous. In the popular market saying, it is fine-tuning operation. Channels are very important to us, and innovative channels are even more important.
1, traditional channels also need attention, such as high-end hotels, high-end night shows and high-end clubs. After all, these places are the main places for high-end people to consume, and many rules in these places have matured. It is ok to follow their rules without too many problems. Mainly pay attention to the details of the work, such as getting on well with them, cashing the bottle opening fee on time, and giving more favors to the promoters at ordinary times.
2, wine tasting, wine tasting is now used more in dealers who do imported wine. Wine tasting should not be a simple wine tasting, but should be truly graded and become a platform for regular and high-end people to get together. Instead of turning wine tasting into a banquet, it will increase costs, lower grades, and is not good for sales. The result is to spend money to buy human feelings, return them, and sell them. So wine tasting will be hierarchical and influential. It is necessary to increase the added value to the participants while promoting themselves, and also to help the participants' career development while giving them high-end enjoyment. For example, promoting wine culture at wine tasting will enhance their wine culture literacy, and high-level contacts at wine tasting will promote their network expansion and career development. Therefore, wine tasting is not only a wine recommendation meeting, but also a high-level and high-grade communication platform.
3. Borrowing the Internet: People's energy and relationships are limited, and using other ready-made networks is also an effective way to make up for our lack of networks. Postal system, banking system, PetroChina, Sinopec, liquor stores and other liquor stores are all networks we can use. In fact, borrowing the internet is not only through sales channels, but also through personal relationships, such as relatives of major government leaders.
4. Online sales: E-commerce is a network that we can use, and the volume is not large now, but there is a trend that online sales should have specialty products, and now it is best to do online group buying.
5. Wine investment: Wine investment is very hot now, especially for famous wines, so making wine can be like making investment and futures. For example, if we sell a bottle of wine to investors, we can give them some promises to help them preserve and sell it. Of course, we can also charge a certain commission for storage and sales.
6. Trunk wine: Trunk wine is the guarantee of our daily sales, and senior staff can calculate the cost. The main feasibility of trunk wine lies in: the taste of domestic wine is relatively low, the price of domestic wine is transparent, the price of high-end wine is too high, the cost is high, the price transparency of imported wine is low, the group purchase price is relatively cheap, and the high grade can save money for consumers.
7. Group buying: Group buying is a big selling point of imported wine. The key to group buying is relationship, which can be borrowed or established by yourself. However, it is important to seize the opportunity and do things first, and don't wait for others to confirm before joining in the fun. Therefore, group buying is phased. In fact, work should be done continuously at ordinary times.
8. Wedding: The wedding practice is to take out one or two wines specially, which will not affect daily sales. We mainly contact the wedding company, recommended by large and professional wedding wine suppliers, or we can use it among friends first to increase our influence.
9. Specialty stores: I won't say much about franchise stores, but mainly do details, such as store design, personnel training, store management, product implantation, shopping environment and dress. The purpose is to improve the taste, upgrade the grade and image display, and make consumers feel value for money.
Third, the issue of promotion.
Try not to reduce the price in the promotion of high-end products. First, it will kill the brand and never let the brand discount. Second, the consumer group belongs to the middle and high-end group. What you can afford doesn't care about a few dollars. People who can't afford it can't buy it even if the price drops again, so reducing the price may not necessarily promote sales. The promotion of high-end products is mainly reflected in value-added services and increasing the added value of services. This can do a lot of articles, according to the different needs of different levels of consumer groups, so that it can get benefits, from material, identity, social image and so on. There should be someone who is responsible for formulating the plan, and the specific situation should be treated in a specific way.