The fierce and disorderly market competition has caused many home appliance manufacturers to appear “scale is not profitableâ€. The long-term existence of this situation will hinder and restrict the development of the enterprise to a large extent, because if the enterprise lacks the "hematopoietic" function for a long time, resulting in insufficient "blood supply" of the enterprise, the enterprise will slowly " Lose blood and die. Therefore, on the basis of pursuing enterprise scale and sales volume, it is especially important and important to guide downstream customers to actively promote profitable products. So, as a company, how can we let downstream customers focus on profitable products?
Introduce the monarchy into the law. The so-called introduction of the monarchy is to first introduce a more popular product by the enterprise. After the product is popular in the market, it will introduce a bundling policy to enable the profitable products to be cut. The main points of adopting this method are as follows: 1. The products launched in advance must be high-quality and low-priced products, which are more competitive in the market, because such products are easier for channel dealers and consumers to welcome and love, and are easier to market. A hit, it became a hottest best seller. 2, the best-selling products must have a scientific and reasonable profit margin setting, can fully consider the interests of all aspects of the channel, and can follow the pyramid type from dealers, distributors, terminal business profit margins from small to large, to ensure that products are in the channel Unimpeded. 3. Profitable products should be quickly followed up at the right time. When the channel provider is more dependent on the product, it is the time when the product is better cut. Therefore, once the product is flourishing, it will be “fire†in the market. When you get up, you must bundle your profitable products right away. Because at this time, the channel dealers are in the state of “can't stopâ€, through bundling, the purpose of promoting profitable products by means of best-selling products can be realized. The best-selling product is only a “baitâ€, and the introduction of profitable products is the strategic purpose of the enterprise. For this, the enterprise must have a clear understanding. For example, a home appliance company has introduced a microwave oven with a high cost performance. Due to its excellent performance and low price, this product has received enthusiastic praise and enthusiasm from all levels of channel vendors after listing, and the demand for products is in short supply. Manufacturers have introduced an initiative that distributors who sell this product must match 20% of the same high-end new products. Otherwise, they will not be shipped because of the best-selling and profitable products of the previous products. Many distributors Unwilling to lose, therefore, high-end profitable products have entered the sales channel and gradually accepted by all levels of channels, the manufacturer has achieved the purpose of promoting high-priced profitable products.
Darkly crossing the Chen Cang method. The dark-cash method mentioned here is that there is no mandatory requirement on the surface of the enterprise that the customer must go to the main profitable product, but through another way, the winding path is quiet, and the darkness is passed through, and the profit is subtly and skillfully achieved. The purpose of the product. This way is to return all kinds of rebates, rewards, promotions, etc. of the enterprise, not to settle the cash, but to convert the profitable products into cash. The introduction of profitable products must be accompanied by promotional measures, especially as a way for manufacturers to scream and make money or profits by “forced†customers to realize the sale of the converted profitable products, thus achieving the purpose of promoting profitable products. Pay attention to the following points when using this method: 1. Can't take care of this. Can't be disgusted by customers because they use profitable products as rebates and promotional items. Be sure to give customers a clear understanding of the benefits of profitable products, such as large profit margins, more stimulating purchase policies, supporting promotions, advertising, ground promotion measures, etc., so that customers can be hostile and psychologically able accept. 2. Profitable products must have new selling points. With new selling points, dealers will have new profit points and profit sources, so that customers can gradually shift the focus of promotion to profitable products, so that profitable products can be substantially promoted. 3. Profitable products must appear in the market in advance. It is impossible for downstream customers to simply ignore them or ignore their value by simply treating them as “giftsâ€. By preliminarily deriving, displaying and displaying in the market, we will establish the product's sense of quality and the image of the atmosphere, so as to pave the way for the later actions of the profitable products, so that the first and last echoes, allowing profitable products to quickly enter the market. For example, after launching a profitable digital TV, a color TV manufacturer made a big publicity on the one hand, and made promotions and demonstrations at the store. On the one hand, the product was used as a customer's promotion and rebate, and “forcedâ€. Customers are allowed to sell, and prices are strictly limited, and sales cannot be made at low prices, otherwise all incentive policies will be cancelled. Through this move, the company has achieved rapid entry into the market for profitable products.
Qian Jing show method. The so-called Qianjing display method is to guide customers to sell profitable products by ingeniously calculating the accounts for downstream customers. The key to this method is that as an upstream customer, or a salesman of a manufacturer, it is necessary to learn to make a business analysis account for the customer. By selling profitable products, it can bring lucrative profits to the customer, thereby making the customer feel the heart, and finally let the customer push the profitable product. the goal of. The main points of operation of this method are: 1. Learn to calculate the operating account with the customer. Accounting and good accounting are prerequisites for downstream customers to promote profitable products. 2, to understand the input-output ratio analysis, with the customer analysis of the main gains of profitable products. Although the best-selling products are good to sell, they do not make money and the profit margin is low. Although the profitable products have a process and certain difficulty in the early stage of promotion, once they are promoted, the profits are very rich. 3. Make a profitable product promotion feasibility analysis for customers. By analyzing the consumer environment, customers are made aware that profitable product promotion is the industry direction. Calculate the economic “harvest†of one year by lower annual sales or lower sales, higher set, and lower profit margin, and then compare and analyze the lower returns that can be brought about by selling general products. Let customers pass the bills that are accounted for him, as well as more specific digital analysis, so that customers have full expectations of profitable products, and then recognize and accept profitable products. For example, when a salesperson of a home appliance promotes a company's high-margin products, it gives two different bills to the customer, one is the regular product annual profit bill, and the other is the income bill of the sales profit product, through detailed data analysis. The customer was convinced by the oral administration, and finally accepted the advice of the salesman and vigorously promoted the profitable product, thus receiving a good promotion effect.
The example leads the law. The example of driving the law is to let the facts speak through the establishment of a model market, a model shop, etc., through the actual case and the power of the example, so as to enable customers to sell profitable products. The main points of implementation of the example driving method are: 1. Promote ARS marketing strategy. That is to say, through regional rolling sales, to become a brand in a certain regional market, to create a mature strategic base market, that is, to set an example. 2. Create a model market. Through resource focus, resource tilting, etc., we will focus on promoting profitable products, making it a leading product and benchmark product in the market, thereby establishing the promotion confidence of downstream customers, and then “promoting the self-sufficiency of Taoliâ€, allowing profitable products to be promoted. . 3. Focus on promoting successful sample market cases to customers. Through the model market, customers can understand that the promotion of profitable products is feasible and can be pushed away, and it can get a large profit margin. At the same time, it can also encourage customers' confidence by guiding customers to visit the sample market and observe on the spot. For example, when a water dispenser manufacturer introduced a high-priced profitable product, it chose a county-level city with a relatively high level of economic development and a popular drinking fountain. Through advertising, ground promotion, store promotion, etc. The next way, the launch of the market and sales activities, the end of the product in the market boom, with the help of this model market, the manufacturer quickly opened a few county-level markets nearby, so that profitable products have been well promoted .
Marketing plan method. The sales promotion method is a way to allow customers to accept high-priced, profitable products by promoting a win-win solution to downstream customers. The key to this method is that the winning and selling plan must be specific and informative, and it must be operability, so that the program can attract customers' attention and let their hearts move, so as to smoothly promote profitable products. The main points of this method are: 1. Conduct detailed market research. The premise of the win-win program is to investigate and understand the local market, and find out the entry point of profitable products through careful and meticulous research. Knowing ourselves and knowing each other is not a battle. Careful market research is the basis for convincing customers. 2. The plan should be specific. That is, the winning plan must be specific, and it must be able to help customers profit. There is more content involved here. For example, in terms of product strategy, product design, product selection, product combination, etc. should be considered; price strategy should consider high price, high promotion, high service level, increase the added value of products, and sell at a price; Channel strategy, we must consider the appropriate channel of the profitable product, the product and the channel are matched, by selecting the appropriate channel for the product, and designing a reasonable channel mode, such as long channel, short channel, channel breadth, width, etc.; The strategy, around the launch of the product, the promotion method to be designed, the time of promotion, the stage of promotion, the effect of promotion, etc., also include the service strategy of the manufacturer. Make the program full of temptation. 3. The winning plan must be strictly enforced. Profitable products should be able to be promoted very well and continuously, so as to gain the trust of downstream customers and lay a solid foundation for the listing and promotion of more profitable products in the future. The winning sales plan must be systematically and continuously promoted, and must be able to make customers profitable. For example, when a “Yuba†manufacturer sells its profitable products, as a manufacturer, it trains the salesman and gives the customer a set of market profit plan. By analyzing the execution and operation points of the winning plan, the downstream customers can move with the plan. In the end, let customers accept this form of promotion and achieved better promotion results. Selling products is a selling plan. Through the sales of “winning sales planâ€, the purpose of promoting profitable products can also be achieved.
There are many ways for downstream customers to promote profitable products, but no matter which one is used, customers must be able to make profits and earn money. The better pull for the downstream customers is the benefit pull, through various forms of "encourage to benefit", so that manufacturers can take the nose of the customer, and finally achieve the purpose of letting customers push the profitable products.
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