Shoemaking Agents Are Strategizing And Terminal Distributors Are Light And Easy To Get.

< p > > a a target= "_blank" href= "//www.sjfzxm.com/" > shoes < /a > market frontline marketing friend asked: "why do we have lots of customers to see customers, but the last intention to manage our brand customers is very small. It's hard to convene an order meeting, but it turns out that there are quite a lot of customers coming to watch, eat, drink, get something, everything is good, that is, there is no clear intention of cooperation, even if the order is over, there will be no phone call, as if nothing happened."

This friend is very realistic. On the other hand, he is eager to invest in an agent (branch company). He spends a lot of money on the market and orders the cost of the order, but it can not effectively attract the distributors, even few customers who are interested.

The kind of cold and hot attitude of the dealer has made the agent (the branch company) extremely worried and helpless.

What is the reason? How should a shoe agent recruit a good dealer? < /p >

< p > customers are mostly passers-by < /p >.

< p > phenomenon: at present, there are three kinds of customers who choose the brand from the terminal retailers. One is to do the retail trade for many years, starting from the low-grade shoes, but under the pressure of the market, gradually changing to the brand.

This kind of dealer level is relatively low, free and slow has become a habit, there is no concept of brand operation; the other is to operate other brands do not do well, want to change the brand to do, but I think shoes for many years, a mouth is very cattle kind; another is to do other business before, just involved in the shoe industry, want to choose a brand to operate.

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< p > above the characteristics of the above categories of customers, they looked at each stall in the shoe city. The first sentence often asked: "how much is the price of your shoes? How do you take the container?"

And many agents will ask, "where to do it?" after answering the question and deciding that the place is still a blank market, the agent answered the above questions truthfully. After getting the answer, the dealer would say that I would hurry up and go, and finally, I would never return.

Where is the problem? Your answer does not satisfy the distributor, and it does not touch his heart.

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< p > analysis and solution: when customers come to the market to look for shoes, they should take the initiative to inquire about each other. When determining whether the area is still in the blank market or in the index of business invitation, they can invite customers to sit down and chat, and pour a cup of tea for their customers. In the further delivery, we can consult the following questions: the specific location, business location, business form, the brand of the business, the business situation, the history of the customer's operation, the existing brand and operation of the local market.

Don't ask: why didn't the original brand do it? What brand do you want to choose now?

During the exchange, you can draw a picture of the local market in the brain, or judge whether the customer's statement is true, so as to judge the dealer's character and integrity.

In view of customer statement, we should make professional analysis of its market, such as operating cost, profit analysis, prospect analysis, market analysis and so on, and ultimately guide the analysis of brand choice.

It is more convincing to put the above analysis in front of the dealer, and then to recommend the case of successful marketing of the brand similar to the distributor.

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At this time, customers have already had strong interest in this brand. They will ask them what they are most concerned about, marketing policies related to the company, introduce their marketing policies to the branch offices (agents' stalls), and emphasize that their marketing modes and operation modes are different from those of other similar brands (which is the key to attracting customers nowadays) in the homogenization of market products. Then, some pertinent questions are answered according to some questions of customers, some questions of customers are answered, the customers' intentions are finally determined, and the time is decided to go to the local market for examination before making a decision, leaving customers with a relevant information of the brand and leaving a customer's contact telephone number and address on the P.

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< p > orders will be sold to /p.

< p > phenomenon: through the ordering will be a common investment method, but the order of many manufacturers will often encounter the scene described at the beginning of this article. This is because the manufacturers will hold too many orders in various regions, and customers will have more opportunities to participate in the order meeting. However, the form and content of the order will not break through thoroughly, resulting in the listless customers of dealers.

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< p > analysis and resolution: the prospective customers who participate in the order meeting can be roughly divided into two categories: the first category, the other brands are not very ideal, and they want to re select the brand to operate. If they receive the invitation, they will be more interested. If they want to borrow the order, they will inspect the strength of the manufacturers and agents, and then make a choice. The second category is also good at operating other brands. Occasionally, they see a factory ordering a meeting. If he is invited, he will attend, but the purpose is not to choose the brand order, but as a way to understand the market information.

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< p > in many factories, the order of meetings will be finished, and the dealer's customers will rush ahead.

They often neglect an important content in organizing such a business order: developing a small range of communication.

For example, our main force is targeted at the first category of customers, with a group of second types of customers holding a symposium, the number is not too much, usually locked in more than 20 to thirty people.

Such communication can be chosen in a relaxed and natural space to create a harmonious and relaxed atmosphere of conference.

The company only needs to send one or two delegates to participate in the conference to host a conference, so that more time will be given to the customers to speak, raise their inner doubts and puzzles, dispel their worries, dig deep into their hearts' real thoughts, and make breakthroughs in their emotions.

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Before P communication, we have to identify a few representative customers for pre communication. Choose such representative customers to start with our better customers at the present stage, or choose successful customers from the original business mode, and communicate with them in advance.

The contents of the speech can be carried out according to the following procedures: the situation and thought before joining (pformation), the changes and benefits brought about by joining in the pformation, the present state of mind and future plans.

The content of each person's speech must be stated, truthful and provocative.

This kind of customer has finished speaking, can arrange two to three intention customer representatives to speak, they have not joined the brand, talk about their feelings and ideas and the next step of operation ideas, their speeches will promote the whole intention of joining the business to join in the subconscious and determination.

The rest of the time will be left to other participants who are interested in their customers. They can raise any doubts or concerns.

The host of the conference answered them one by one, and even allowed them to make some on-the-spot statements. Finally, the moderator made a concluding speech to inspire everyone's feelings.

After the end of the order, we will follow this part of our intention customers, one by one.

Remember: keep track of time and not delay. Strike iron must be hot.

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< p > personnel investment is in vain. < /p >

< p > phenomenon: personnel investment is also a commonly used method of investment. Manufacturers are stationing regional managers in various regional markets. One of their important responsibilities is market expansion. However, it is difficult to expand the market through personnel investment. Personnel investment is based on market integration to a certain foundation.

Nowadays, many agents are eager for quick success and instant benefit, ignoring the medium and long-term goals of the regional market, ignoring the input of market resources and not creating a good "potential" for regional managers.

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P > analysis and solution: first of all, the personnel should do market research, investigate the existing terminal market and investigate the blank market, and summarize their own brand positioning, market positioning, channel positioning, marketing policy positioning.

We should combine key markets with market segments to develop different marketing strategies, and adopt centralized strategies to promote the construction and development of key markets according to the comprehensive strength of agents.

When selecting personnel for investment in a selected area, it is forbidden to talk to dealers without a goal. This is not effective and inefficient. After selecting the target market, we first have a general understanding of the dealer's customers in the market. First, we can visit the commercial area of the area first, and then understand the distribution of the shoe area and the customers' situation of the market through some shopping guide and store manager.

After that, we will lock in the target and take the initiative to attack. After a brief introduction of our intention and the general situation of the company, we will focus on the win-win cooperation between the two sides and the operation, management and service mode of the brand.

The specific conversation content and order can refer to the ideas of the first class customers when they come to the agent (Branch) stalls, so as to reach a common cognitive point with the distributors so as to achieve a good investment effect.

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< p > above several types of investment promotion methods are commonly used by manufacturers. By combining these investment methods with practical application, we can get good results at different times. It is easy for the shoe industry agents to grasp the details of the investment links and recruit excellent end dealers.

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