Discussion and analysis of several pesticide sales models

Several sales models commonly used by pesticide companies are: personnel promotion model, product agent sales model, advertising model, plant protection technology model, rebate gift model, concept marketing model, direct sales model, network model and so on. Some of these sales models are based on low-price wars, with small profits but quick turnover, and occupying the market as the first priority; Some companies aim at establishing enterprise brand strategy, pay attention to product quality, characteristics, publicity and service, and do it for a long time; Some companies take the pursuit of high profits as the first goal and complete the process of capital accumulation quickly, but excessive pursuit of high profits often loses some competitiveness in price wars and brand building. A company's strategic goals are different, and its sales model will be different. First of all, let's analyze the advantages and disadvantages of various sales models. Personnel promotion mode. Recruit a large number of product promotion personnel and business personnel, and do a good job in the promotion and publicity of grassroots counties and towns. This model has great publicity and technical guidance, so that grassroots retailers and farmers can clearly understand the company's products. However, at present, this sales model is only implemented in local areas, with a large number of people and high cost, which is difficult to control. The products to be promoted and sold must also be products with large sales volume or high profits, so as to ensure that the profits will not be lost. Product agent sales model. Compared with the general product agency sales, it is of special significance to adopt agency sales for new agricultural products. First, agents at the grassroots level, dealing with retail stores or farmers for a long time, have a broad mass base and are easy to gain trust, which is the basis for pesticide products to enter the market; Secondly, the adoption of agency system can improve the enthusiasm of agents to explore the market and expand sales as soon as possible; Third, it can reduce distribution links and reduce operating costs. Because of this, many pesticide companies are adopting this marketing model. However, with the help of agency marketing, agents must have good reputation, certain economic strength, broad mass base, strong market development ability, interest and enthusiasm for the company's products and cooperation attitude. An agent with smooth cooperation can get twice the result with half the effort and quickly open up the sales situation; However, if the agent is not selected properly or the cooperation is not smooth, it will also lose a market in the fierce competition. Advertising mode. A marketing model of carrying out a large number of advertisements (such as TV advertisements and text advertisements) in local key areas. This is a high-risk, high-investment, high-yield marketing model. Promote the company image and product advantages through TV, posters and one-page advertisements. It should be said that media publicity, especially county-level TV advertisements, is one of the effective ways to enhance the company's image and product awareness in a short period of time, and can also promote sales quickly. However, if the product quality is average and exaggerated, it is just fooling farmers, making money and leaving. This is like shooting yourself in the foot. Once the advertising effect is not achieved, it will give farmers a bad impression and it will be difficult to turn over. Extension mode of plant protection technology. Cooperate with plant protection or agricultural technology departments, or hire technical consultants, product and technical lecturers, hold technical promotion meetings, and take the road of technical marketing and service marketing. The technical promotion meeting is a technical training meeting for township retail stores and farmers. The most important thing is to improve the ability of retailers and farmers to identify diseases, pests and weeds and plant protection knowledge. Finally, by the way, introduce local products, which not only reflects the social responsibility of manufacturers to serve agriculture, countryside and farmers through science and technology, but also makes their products irreplaceable in farmers' purchase of products. Rebate gift-giving mode. It is also a guarantee to maintain long-term customer relationship to implement rebate, gift or cumulative reward for product sales to stimulate cash operation of agents or sellers or increase sales and reduce returns. Consumers can get rebates or gifts after buying a certain number of products, attracting consumers to buy new products, weak products and old customers to buy again. The purpose of rebate gift is to stimulate product sales, improve product or brand awareness and enhance brand image. Especially when giving gifts, choose products-related, visible, tangible and well-used gifts, so that the recipient can feel satisfied after touching the gifts and enhance a psychological hint that the recognition of the company is also increasing. However, we should pay attention to the proportion of gift distribution, so that all links in the channel can easily send the distributed products to the next sales network and consumers. In addition, long-term, uncontrolled use of gifts can easily make consumers lose their sense of freshness, resulting in the feeling that they will sell if they are sent, and they will not be able to sell if they are not sent. Conceptual marketing model. Put forward a new product formula, design style, or novel marketing slogan, innovate concepts, lead thinking, hype a concept, sell a concept, create an atmosphere, attract the attention of dealers, attract the attention and favor of customers. This applies to the marketing and promotion of new products. Direct selling mode and network mode. This is a major development trend of pesticide sales model. Now many commodities have been sold directly on the Internet, which is also a development trend of pesticide products. Direct sales and online sales, combined with comprehensive technical services, such as on-site professional and comprehensive technical explanation, online video text technical guidance, etc. , will be a new and potential marketing model in the future, and the specific operation needs further exploration. Each marketing model has its own advantages and advantages. The marketing model is consistent with the company's marketing strategy. Some companies pursue a low-cost strategy; Some companies pay attention to brand building and adopt brand strategy; And some companies pursue high profits, which are not dominant in brand and price, and can only make profits through sales means in the interlayer of brand and low price. Under different strategic models, the specific content of the sales model will be different. Low-cost strategy enters the market at low cost, wins by sales volume and scale, and benefits customers and farmers. This is a common method for conventional products to seize the market quickly. Under the strategy of low price, we can adopt various sales models to benefit agents and farmers, and follow up publicity and technical guidance. Especially for conventional products, through price comparison, its low price is easy to attract attention and can greatly increase sales. The brand strategy mode is to make a brand first, and then make sales; Create a sales atmosphere first, and then do sales. This requires excellent product quality, long-term strategic vision and mind of enterprise leaders, large upfront investment and willingness of enterprises to invest in order to get what they want. The sales model under the brand strategy needs to be strengthened to gradually form a brand image.