Sales method of engine oil:

1. What does the product exhibition bring you?

The sales of products are related to the display mode and product status in the store, because different display modes and display status will affect the convenience of customers' purchase and the judgment of product quality and price. For different products, the influence of product display on sales volume is 10% ~ 30%. Is the monitor working? One foot in the door? The key role of. Therefore, it is very important for all dealers and retailers to display the products in the store.

Although lubricating oil products have their special sales environment, it is very necessary for all kinds of sales stores to display lubricating oil products in their stores. It is embodied in the following aspects:

1. Beautify your storefront: the packaging of lubricating oil products is colorful and elegant, and reasonable display will make your storefront look pleasing to the eye; During the promotion period, your business will naturally flourish with a special exhibition to render a warm atmosphere.

2. Convenient for customers to buy and promote sales: Reasonable product display will make it easy for your customers to see product packaging and product introduction, and make the purchase process smooth. At the same time, eye-catching product display can also help you attract more customers.

3. Show professional demeanor. Lubricating oil is a high-tech product, which needs to be displayed in a professional store to clearly convey this information to customers. At the same time, it also implies that other products and services you provide are professional, which helps you to establish a professional image and reputation in the industry.

Here, based on the display of Shell Heineken products, the following suggestions are put forward.

Second, what resources can be used in the exhibition and how to use them?

1, lubricating oil products

Lubricating oil products themselves are the most important display elements, with bright colors and beautiful shapes. Of course, they should be displayed more.

2. Packing cartons

At present, the outer packaging of most lubricating oil products has been replaced by full color boxes. Stacking them directly in the store is a good display. Of course, stacking them outdoors is also very effective, but it should be separated from other things.

3, brand-new shelf stickers

Novel and beautiful store decoration materials. Used for the edge of a shelf or counter. Every product has a corresponding one. Pay attention to the corresponding products displayed when using them. Is it too much? Expert? For ...

4. Price tag

If the price is clearly marked, the child will not be deceived. Marking the suggested retail price of products with price labels is not only for beauty, but also for maintaining a good price environment and ensuring a reasonable profit return of networks at all levels.

5. Triple product

30% discount is the most convenient written introduction material for customers. Conditional stores can be placed on special information shelves or counters or next to product display positions; It is also important for maintenance personnel and shop assistants to know the characteristics and use characteristics of this lubricating oil product.

Step 6 promote posters

The most common publicity materials.

No matter the size of your store, pay attention to it? Management? Posters in your shop, otherwise the messy posting will also damage your professional image. It is a simple way to choose posters designed by well-known manufacturers (such as BP, Castrol and Shell) and reject posters that have little to do with your business or damage the image of the store.

7. Portable shelves

It is most suitable for outdoor product display and product display in repair shops and quick repair shops without many shelves. But you should pay attention that the products displayed on the shelf should be consistent with the image of the shelf. It's a bit outrageous to think of bookshelves as toolboxes and sundries tables.

8. Hanging flags and banners

A sharp weapon to attract customers outdoors.

Colorful flags and special banners can let customers know that there is a lubricant brand product in your store when their children are far away. Hang up if possible! But pay attention to the old and broken ones and replace them in time, otherwise it will be harmful.

Third, the display suggestions of different types of shops

1. Suggestions for putting it in a spacious, clean and high-space storefront:

Answer: Use the exclusive high-rise shelves of this brand, or use the original high-rise shelves in the store to display them in the form of counters.

B: Try to have the display position directly opposite the entrance of the store or near the cashier or on both sides of the customer's walking route.

C: It is suggested to display horizontally, that is, products of different grades are displayed in volumes in horizontal rows.

D: High-end products should be displayed on top of low-end products.

E: If the horizontal display cannot achieve satisfactory visual effect and provide convenience for customers due to the limitation of the display area, it is suggested that:

①SL synthesis: SL semi-synthesis: the ratio of SL: SG is:

0 or 2.3.5.0

②SL synthesis: SL semi-synthesis: the ratio of SL: SG is:

1: 1: 4: 4 or 0: 2: 4: 4 or 0: 0: 4: 6.

③ Other auxiliary oils (such as gear oil, butter, brake oil, etc.). ) also use 1 ~ 2 cans to show each can to remind customers to choose when necessary, which also shows that your goods are complete.

F: the edge of the shelf partition is decorated with corresponding product shelf special glue according to the displayed products; Next to the product, the price tag of the product should be used to prompt the sales price. 、]

Supplement: G: If conditions permit, you can use small shelves to directly display products outdoors.

H: A 30% discount leaflet or a leaflet introducing products can be placed in a conspicuous position on the counter.

I: Product posters should be posted in a conspicuous position in the store, not too far away from the product display, and the poster posting should be coordinated with the whole store; If necessary, consider making a border for the poster before hanging it.

J: Outside, store signs, light boxes and other items can be considered to remind users.

K: During the promotion or product release, banners and large posters are used outdoors for publicity; In addition to posters, you can also do special promotions indoors or put up a bulletin board for publicity.

2. Display suggestions in spacious and tidy shops that use low-grade shelves:

A: Strive for the display of products in counters or special areas.

B: Vertical display is adopted, that is, products of different grades are displayed vertically, and each shelf has a full range of lubricants of the same brand.

C: For other presentation instructions, please refer to the suggestion in clause 1.

D: The auxiliary oil is usually placed at the bottom, and the butter can be stacked in layers.

4. Suggestions on store display with narrow display space and many competing brands.

A: The products of the same brand are displayed collectively.

B: Strive for independent shelf space.

C: Use special glue for shelves? Lock? Where and where does the product avoid competitors? Card position? .

D: The number and proportion of exhibitions refer to the suggestion in Article 1.

E: Use simple shelves or whole boxes (color box products) stacked with this oil product for outdoor product display.

F: For other presentation instructions, please refer to the suggestion in clause 1.

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Supplement: Lubricating oil promotes diseases and products.

The research shows that the proportion of advertising expenses and promotion expenses of lubricating oil products is very different from other consumer goods, which is about 7: 3 and 6: 4, while lubricating oil products are just the other way around, accounting for 3: 7 or even 2: 8. The fundamental reason for this phenomenon lies in the particularity of lubricating oil products. From the day it is put on the market, it needs manpower to guide its use, unlike other consumer goods, which can be bought by anyone on the shelf.

There are only a few strong brands in domestic lubricant brands, and more than 90% private small factories give priority to survival before development. In this context, selling products is the most important thing. So from the beginning, the status of factories and distributors is difficult to be equal. Under the premise of product homogeneity, dealers have too much choice. The weak manufacturers can only try their best to promise the dealers all kinds of conditions for selling oil: advertising support, promotion support, discount rebate and so on. As a result, various promotion schemes emerge one after another, but in fact, the role of terminal promotion has been greatly worse than before, it is difficult to create new means, but the sales cost is getting higher and higher, and promotion has become a black hole that devours corporate profits. Enterprises are in a dilemma, whether to promote sales or not.

First, common propaganda diseases

Therefore, in the market operation, it is inevitable that there will be some disadvantages in promotion. Summing up experience, the promotion of diseases is roughly as follows:

1, Dependence: We only regard sales promotion as the only means to please consumers, and when faced with pressure, we are more eager to help solve problems. There are many brands of lubricants, and new brands are fast, but the quality of dealers is uneven. When sales are poor, some dealers often ask manufacturers for more support, and manufacturers are often very casual, without brand planning and short-term benefits.

2. Follow the trend: The initial motivation for promotion is to follow the trend. Competitive brands are doing it, following the trend without their own plans and goals, or not aiming at competitive goals at all. It just feels like everyone is doing it. If I don't do it, the repair shop and target customers will be ignored and eaten by the market. Flying manufacturers need to appease different dealers and make different fire fighting plans.

3, casual: mainly subjective perceptual knowledge, poor sense of competition, take it for granted that the promotion will go on, sales will come up, think

Supplement: How to promote sales is how to promote sales. There is no system and no plan. The performance of some manufacturers' marketing representatives is: under the influence of the enthusiasm of dealers and alcohol, they promise to make enterprises pay the price at will.

4. Funnel: There are always manufacturers who say that my money has been invested, but why is it always ineffective? More than half of the money promoted by manufacturers is wasted, but I don't know what the problem is, which makes the promotion become a funnel, and some promotion expenses or materials fall into the pockets of dealers and marketers. Because the waste caused by scheme design and management is amazing, in general, it is best to promote it under your own guidance, rather than handing it over to dealers, so that the behavior norms, cost control and material selection are easier to grasp. If you look carefully, the problems caused by sales are by no means above, but because the above problems are typical and more exploratory.

Over the years, the author has designed various promotion schemes for countless enterprises, produced countless kinds of advertising products, and made similar design and guidance for a considerable number of lubricating oil enterprises, and has a deep understanding of the promotion behavior of enterprises. Here, I put forward my own views for your reference.

2. Suggestions on promotion, production and positioning of promotional products.

Promotional products, as an important emotional bond of terminal promotion, have a self-evident position in the eyes of manufacturers. Finding unique, innovative and weighty gifts is an important course for marketing planners. Everyone is giving it to them. What should I give them? Why are people's gifts so beautiful, but mine is so hard to shine? What is the consumer's favorite? How to ensure that promotional items can be put in place without being divided up by dealers' relatives and friends? And so on are lingering in the hearts of manufacturers.

1, define your goals. The target customers of this promotion are direct users, repair shops or fleets of enterprises and institutions. The direct user is the owner? Truck driver? Or a taxi driver or something. Analyze the industry characteristics of each target customer and formulate the corresponding promotion scope, such as personal items of private car owners, portable water cups and kettles for truck drivers, umbrellas and perfume seats for taxi drivers, etc. If it is a repair shop, in addition to store signs, tooling and banners, you can consider special clocks, maintenance tools and so on. Enterprises and institutions are relatively complex, such as desk furnishings and office supplies.

2. Grasp the purchasing quality. Quality assurance is by no means empty talk, because it implies the quality of your oil products, high-grade oil products have high profits, and the promotional items you choose should also be high-grade, such as metals, leather goods and so on. The quantity can be small, resulting in the psychology that strange goods can live, but it is large.

Supplement: Many low-grade oils can be large in quantity and low in price, but the quality must be good. The wrong choice of gifts will cause great hidden waste, just like an advertising shirt, some can only be worn at home as pajamas, and some can go to the streets; The same umbrella, some can only be used a few times, and some can be used for a year. Quality makes the difference, which brings not only the evaluation of gifts, but also the evaluation of your products. Good quality is more expensive, but the quantity can be less. There must be pre-screening and planning, and we can't act rashly. We have seen that dealers need gifts when they come to the factory to pick up the goods, manufacturers rush into the market to purchase, and the trademarks are not printed, which has no effect at the terminal; Some manufacturers send ballpoint pens, either leaking or unable to write. In addition, the printed and embroidered pictures and texts must be clear and distinct, and the clothing category must not be rough, with many threads and exposed.

Supplement: 3. Promotional items are put in place. It's actually quite simple. As long as it is planned in advance, it can be posted and hung in terminal stores through posters, flags, banners, etc., or marked on packaging stickers or cartons, or packaged with oil. Customers and manufacturers with large consumption should deliver goods according to the equipment and mail them home. In particular, the promotion of DM must be widely publicized, so that consumers can know as much as possible and avoid interception by dealers and terminals.

The following are some conventional promotional gifts commonly used by lubricant companies:

Gift and use table

Category production requires a unit price.

Clothing and suits are dark in color and good in fabric. The trademark is on the bag and can't stand out. & gt 150

Work clothes are dark or tonal. They are made of cotton or canvas. The purpose is to make agents and maintenance workers wear them. The trademark should be big and eye-catching 20~65.

The use of short-sleeved tooling in summer needs to be dirt-resistant and oil-free, which is convenient for tool placement. The trademark should be 15 ~ 35.

This windbreaker is brightly colored and generous in style. The purpose is to give users daily wear as a gift of high-grade oil products. Don't make the trademark too big. 18~50

T-shirts are promotional items in summer and can be given with oil, work clothes or casual clothes. Ordinary fabrics are enough, and the delivery volume is slightly larger. Don't make the trademark too big. 4~ 15

Hat travel hat summer promotional items, oily gifts, ordinary fabrics can be, the distribution volume is slightly larger. Print the brand Logo 2~6 on the top of the hat.

The promotional products of motorcycle oil for helmets require prominent colors and obvious corporate logo. 4~20

The stainless steel cup is on the high side, and it is given away with the sale of high-grade oil products. It requires good shape, hardness and luster. Logo, telephone, etc. It needs to be printed on the cup. 20~45

Porcelain teacups are common consumer goods, which require good appearance luster and are best made into handicrafts. 1.5~ 8

Plastic cups are common promotional items, which need to be heat-resistant and waterproof 1 ~ 5.

Paper cups are ordinary gifts and are distributed free of charge. The trademark needs to be obvious. 0.04~0. 1

Umbrella umbrella ordinary promotional products require prominent colors, obvious trademarks, good quality and durability. 4~8

Supplement: Sun umbrellas are common promotional items, which require prominent colors, outdoor use, and the best effect of blocking ultraviolet rays. 25~40

Small commodity ballpoint pens are ordinary promotional items, which require prominent colors, obvious trademarks, smooth strokes and black and blue ink. It is best to have artistic modeling, which can be preserved as a work of art after use. General distribution volume is relatively large. 0.3~ 1.0

Pen is a common promotional item, which requires good quality and adopts stainless steel pen body. If it is a distribution item of synthetic oil, you can consider a gold-plated pen. Usually, it is provided with the package in the fuel tank. 30~ 140

Plastic electronic watches should be beautiful in appearance and the logo should be 3 ~ 10 smaller.

All-steel watches are high-grade, mostly used for group customers or meetings. Logo should be 20 ~ 150 smaller.

Combination suits are arranged according to seasons, and the boxes should be clearly marked with 15 ~ 50.

Towel ordinary towel ordinary promotional items, generally choose cotton material, strong water absorption, white slightly better. 3~5

Disposable towels are common promotional items. Generally, fabrics are selected, and white compression is slightly better. 0.6~ 1.0

Care products, such as oils, detergents and perfume bottles, are usually given in oil packages. The quality is acceptable, it has a certain effect and the packaging is exquisite. But try not to use engine oil essence, and pay attention to the phenomenon of breakage and falling off.

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