How to do terminal sales well

My friend, your purpose is to sell products, so your questions to customers should focus on "closing the deal". Sales is an interactive process, so don't treat it as a rigid question and answer. How to do terminal sales well? The following are my suggestions on how to do a good job in terminal sales. Welcome to read and learn from them. I hope it helps you!

How to do a good job in terminal sales;

At present, affected by the rising prices of raw materials, the market is weak, dealers are more on the sidelines, and the competition in the same industry is fierce. Manufacturers offer different incentive policies to dealers to stimulate customers to stock up. According to the actual market situation, it is necessary for us to think carefully about the problem of allowing customers to hoard goods twice. At present, many competitors have begun to carry out various forms of promotional means to stimulate terminal sales to seize the market, put the goods in the hands of consumers in advance, occupy market share and improve product market share. Everyone should

First, to achieve customer service promotion:

For the secondary outlets that didn't get the goods in the early stage, the best way now is to use our practical actions to increase the enthusiasm of customers, use the prime time in the morning and one night to cooperate with dealers to enter the store, and reserve our products through free tasting by manufacturers. We can also let dealers continue to purchase goods under the stimulation of interests through gifts, lottery, etc. Only when distributors get material needs from our products will they cooperate with us wholeheartedly. We have high-quality products, excellent publicity service team and efficient management mode. I believe that as long as we make unremitting efforts to succeed, it will definitely belong to us, and the important thing is to persist!

Second, know yourself and yourself, and never slacken off:

Only by in-depth investigation of the wholesale price of competitors in the market, the price policy of promotional products, etc. Only by knowing yourself and yourself can you fight a hundred battles. At this stage, the key point is to communicate with customers, adopt more solutions, increase customers' feelings, and finally establish long-term cooperative relations. As a FMCG worker, I think it is necessary for us to gradually penetrate into the better market of our competitors in various ways, seize more sales share in the market gap, improve the overall sales performance, and lay the foundation for our high sales in the future.

Third, strengthen terminal construction and improve customer loyalty;

The current market competition is terminal competition. Standardize product price unification, sign annual sales contracts, formulate annual sales incentive policies, and pay cross-border deposits, so as to manage the sales of terminal stores and improve the distribution profits of secondary dealers, so that customers will be willing to follow you, lock in the terminal in terms of sales volume, and lay a solid foundation for promoting sales. In the terminal competition, the most effective way to beat the opponent in the forefront of the market is to do the terminal work and implement a comprehensive terminal blockade. In the dealer's shop, the proportion of our products must greatly exceed that of our competitors. At the same time, we should also pay attention to the display of our products in dealers' stores, whether the materials need to be updated, whether the varieties are complete and the construction of new outlets.

Fourth, strengthening training can improve service quality;

The training of first-and second-tier merchants can help us have a deeper understanding of corporate culture and management, and colleagues have improved the loyalty of first-and second-tier merchants; Establish terminal business team, promote personnel training and learning to improve service personnel's business knowledge, master market analysis skills, learn business philosophy of enterprises, learn sales skills, enhance enterprise competitiveness and improve team combat effectiveness! Change your mind through communication with customers and become a businessman!

Five, according to the different seasons to develop sales evaluation varieties;

Make sales targets according to peak season demand, decompose these targets into customers and products, and evaluate the natural sales targets of these products. The difference is that sales staff may need to use the promotion and development of new outlets to achieve the purpose.

Six, reasonable inventory, targeted promotion in the secondary business.

Replenish the second-tier customers in time after the promotion to avoid the shortage of goods affecting sales. After the promotion, the second-class customers are required to take immediate action to send the goods to the terminal to avoid the spoiling of competitors and the return of goods at the terminal.

In a word, sales are everyone's obligation. Sales determine the success or failure of business personnel, and customer sales determine the annual income. Customers without sales depend on ideas and ideas to determine the way out and the long-term development direction of the company. At present, there are many peanut series products and the market competition is fierce. We need to make use of various forms of promotion, learn how to quickly copy functions in a better mode of peers, teach secondary businesses how to develop and teach terminals how to choose good brands. It is most important to identify the sustainable product knowledge of a good product. We need to go out early and come back late to publicize hard, and get results with unremitting sweat. This is the most valuable labor for marketers to achieve the best sales performance. Development is everyone's responsibility. Finally, I wish the sales elites a prosperous sales.

Important concept of terminal sales.

In the commercial market, except for industrial products, any manufacturer must go through the commercial activity of "retail" in order to sell the consumer goods it produces to the final consumers. Looking at the distribution channel environment in China in recent years, the competition of retailers has become the most dazzling scene in the business war, and winning the terminal has become an inevitable choice for businesses! The competition of terminals in China is mainly manifested in two aspects: first, the expansion of retail industry and the trend of chain operation are increasingly obvious; Second, manufacturers began to seize the terminal and independently research and develop. In this case, channel reform has been quietly carried out, and channel flattening is gradually becoming the future development trend.

Terminal sales is a marketing method. When organizing marketing activities and carrying out terminal sales, enterprises should understand the marketing mix factors in marketing, such as products, prices, promotions and places, which is the meaning of 4P. Through 4P, we can better gain the competitive advantage of terminal sales.

(1) Products (products)

The overall concept of products in marketing includes all material products and intangible services that can meet the needs and interests of buyers. The overall concept of product includes three levels; Namely:

1. Core products;

2. Regular products;

3. Additional products.

Enterprises in terminal sales, the overall concept of products has its special meaning, including three levels:

1. commodity;

2. service;

3. Environment. Foreign survey data of consumers show that consumers have three expectations for retail enterprises:

First, you can get satisfactory products;

Second, you can get good service;

The third is to have a comfortable shopping environment.

1. Terminal sales should meet consumers' demand for goods to the maximum extent.

The purpose of terminal sales is to make consumers aware of their own needs, and to meet consumers' commodity needs, it is necessary to clarify consumers' needs in advance. On the basis of determining the target market, enterprises should know what consumers need, how much they need, when they need it, how to achieve it, where they are willing to buy it, what price they want, and so on. Only in this way can enterprises meet consumers' demand for goods with appropriate quality, quantity, time, place and price at the terminal.

2. Terminal sales should serve consumers most thoughtfully.

The cost of attracting a new customer is about five times that of retaining an existing customer. In other words, if you can't make customers have high loyalty, you will fall into the strange circle of continuous development and continuous loss of customers. In fact, many enterprises tend to focus on how to attract new customers instead of maintaining existing customers, and emphasize creating transactions instead of maintaining good relationships. Marketing activities often focus on the product itself, while ignoring the service. In order to achieve customer satisfaction, enterprises should not only have superior product quality and bring real use value to customers, but also have more important services before, during and after sales.

The sales terminal should provide a comfortable shopping environment.

Enterprises should shape the shop environment into a fresh, elegant and wonderful world, create good shopping mall attractions, integrate artistry, entertainment and appreciation, and let consumers regard shopping as a kind of enjoyment. At the same time, there are obvious display differences between enterprise terminals and other products, especially competitive products, so that the terminals can be vivid, and consumers can clearly see the products, leave a deep impression, understand and trust the enterprises, and produce purchase behavior.

(2) Price

Price is one of the most important factors in marketing mix, especially retail price. In terminal sales, it is directly related to whether the goods can be accepted by consumers, and it is one of the most important factors affecting consumers' buying behavior. It can not only promote consumers to buy at the terminal, but also delay consumers' buying behavior and even eliminate consumers' desire to buy. At the same time, the retail price is also an important factor to determine the interests of enterprises in the marketing mix, which makes enterprises pay special attention to this factor in terminal sales, and the appropriateness of retail price should be the price strategy goal in terminal marketing activities. Enterprises should not only consider the realization of their own business objectives, but also consider the vital interests of consumers when setting appropriate retail prices. Only when the retail price is mutually beneficial can the price be realized, that is, the appropriate price. Retail price is the most commonly used and easily imitated means of competition in the same industry, which directly affects the market demand and market share of enterprises' marketing goods. Enterprises should consider and estimate the reaction of competitors when setting terminal retail prices or adjusting retail prices, and make appropriate countermeasures. At the same time, we should also understand and master the retail price and price adjustment of competitors' similar goods, as well as the overall pricing strategy, and formulate different solutions according to different situations.

(3) Location

The development of the terminal is to let consumers see and touch your goods, that is, to put the products in the places where they are most convenient and used to buying. In a narrow sense, the terminal can be understood as a retail store of goods. Retail point is an important resource of enterprise sales terminal. The geographical location of the sales terminal not only affects the income of the enterprise, but also shows the market position and corporate image of the enterprise, which affects the development of sales activities. Therefore, the "location" factor is particularly important for enterprises to carry out terminal sales. The choice of geographical location of sales terminal mainly includes region, region and location. Regional selection is a key step for national or trans-regional enterprises to choose the geographical location of sales terminals. When an enterprise builds a new store in a certain area, it must analyze the market demand, purchasing power index, commodity retail saturation index, market development potential and other factors in the area. The selected area must have a certain population, enough purchasing power and be able to create enough demand. At the same time, it must meet the requirements of the enterprise target market. Regional selection means that enterprises divide or scribe their regions according to certain subdivision standards, evaluate each partition or block according to the above-mentioned regional selection factors, and select one or several partitions for terminal sales activities. An attractive regional market only reflects the overall state of the region and cannot reflect the special changes of the region. The retail potential of different regions in the same region has changed considerably. Therefore, we must make a good choice of area when opening the dock.

Site selection is to determine the specific effective location of the open terminal in the selected area, evaluate the feasibility of opening the terminal in this location, and make the final choice. The essence of location is to find a perfect location, that is, to have all the characteristics required by retail enterprises. Therefore, when choosing a location, we should consider the type of location, accessibility of consumers, harmony with neighboring stores, material characteristics of the location, occupancy period and so on.

(4) Promotion

Terminal promotion is a comprehensive promotion strategy that enterprises purposefully and systematically combine four promotion methods: personnel sales, business promotion, advertising activities and public relations. Terminal sales are face-to-face transactions and services implemented by salespeople to consumers, and the sales process of salespeople is closely related to the purchase process of consumers. In the process of personnel sales, the salesman's service to consumers runs through. Salespeople play an important role in marketing activities. Therefore, the terminal marketing activities of enterprises must strengthen the management of sales personnel and make full and effective use of personnel's promotion means to achieve the business objectives of enterprises.

Commercial promotion is the general name of the promotion measures taken by enterprises to stimulate demand, except for personnel sales, advertising activities, public relations and other ways that can quickly produce encouragement. Nowadays, retail enterprises pay more and more attention to commercial promotion means, commercial promotion activities are developing rapidly, and commercial promotion means are constantly being refurbished. In terminal sales, by directly or indirectly providing consumers with excess value to stimulate consumer demand, encourage consumers to buy, and promote and expand sales activities, better promotion results can be achieved within a certain range and within a certain period of time, which is the essence of commercial promotion. Such as cash return, caring reward, lottery, etc. However, we should also see that business promotion is a cost-based activity after all, and enterprises need to plan carefully when organizing business promotion activities at the terminal, so as to obtain greater output effect with less investment.

Advertising activities are the actions initiated by enterprises to promote their creativity, goods and services. In terminal sales, enterprises directly face customers. Nowadays, due to the increasingly common homogenization of products and the shrinking differentiation, the competition faced by enterprises is more severe. If an enterprise wants to attract customers' attention at the terminal, it must let customers know and get more commodity information through advertisements, which requires enterprises to carry out creative advertisements that are based on consumers and meet their psychological needs. At the same time, the choice of media is the most important thing in advertising communication, which makes it necessary for enterprises to accurately establish the target group of goods and find the communication channel that consumers can easily know.

In the terminal promotion, to a certain extent, the spread of public relations activities has attracted more public attention. Because public relations activities are less utilitarian, they are easy to arouse consumers' goodwill and trust, and play a great role in establishing corporate image and brand. The objects of public relations mainly include: internal public, media public, customer public, government public, enterprise public and related public. Enterprises should adopt different communication methods according to different public characteristics, maintain friendly relations with customers at the sales terminal, actively strengthen communication with customers and effectively obtain information feedback, so as to establish a good public image for enterprises at the terminal and promote future sales.

In short, when organizing marketing activities and carrying out terminal sales, enterprises should pay attention to the combination and application of 4Ps from the product characteristics of enterprises. At the same time, we should also understand and master the development trend of many large enterprises' comprehensive adjustment of marketing strategies.

How to do a good job in HVAC terminal sales

1. Warm and friendly

When communicating with customers, the enthusiasm and self-confidence of sales staff can arouse customers' * * *, so as to believe what he said and be willing to accept him. Only in this way can we have the opportunity to introduce our products, get down to business, sell ourselves successfully and have future opportunities.

to be neither humble nor arrogant

Sales representatives should be modest to customers and firmly believe that their products and services have unique advantages and can bring benefits and value to customers. It is the equivalent exchange for customers to buy products with money. Some sales representatives subconsciously feel that they are not as good as customers, and customers respect him when they buy his products. Such an attitude will arouse the suspicion of customers. So sometimes the price is not everything, but it is to grasp the customer's intention!

make up one's mind

People with a guilty conscience can easily believe all kinds of complaints made by customers in order to bargain in negotiations. They not only take this false complaint seriously, but also reflect it to their superiors. If there are too many people in the sales department, the sales manager will be surrounded by many false information.

Ignore setbacks

There are few successful orders. For salespeople, setbacks and failures are commonplace. Excellent salespeople can quickly adapt to setbacks and continue to work hard. However, once a salesperson with fragile personality encounters setbacks, it is easy to lose confidence. "Once bitten, twice shy", the depressed mood will last for a long time, and some will even recover. This is a problem that we often face and overcome in sales!

be eager for success

Desire for success is a strong desire for high salary for salespeople, and contented people are not suitable for salespeople. Sales is a stressful profession, and salespeople will suffer rejection and failure constantly. Without a strong desire for success, they will not be able to inspire their ambition to break through many obstacles.

Competitive

Successful salespeople also have a competitive personality, never give up in the face of setbacks and try their best to do business well. This kind of person also likes to compare with colleagues in performance, treatment and honor, and always wants to surpass others in all aspects. Being competitive is a positive psychological state for salespeople.

7. Be good at observation.

Salespeople need keen insight. We should not only listen to the voice, but also observe the body language of the customer, gain insight into the subtle psychological changes of the customer, understand the essential needs behind the customer's rhetoric, distinguish the real attempt behind the false objection, and seize the best time to sign the bill.

8. Impromptu creative performance

Salespeople will meet strange people and things in the sales process, such as being inflexible and inflexible, which often leads to sales failure.

Extension and continuation

How to analyze terminal sales data;

1, analysis of unsalable funds

The analysis of unsalable payment is one of the simplest, most intuitive and most important data factors in the analysis of single-store commodity sales data. The analysis of unsalable styles can first improve the aesthetics of ordering and grasp the positioning of brand styles, and repeated analysis of unsalable money will be of great help to the aesthetic judgment of various styles when ordering; The analysis of unsalable styles will be of great help to the replenishment judgment of various styles. Comparing the sales volume of the same type and style with the inventory, judging the replenishment quantity that needs to be replenished quickly can reduce the loss caused by shortage and improve the profit contribution rate of single products. The analysis of unsalable money can also check the display degree and shopping guide promotion; The analysis of unsalable funds can timely and accurately promote the return of unsalable funds, thus speeding up the return of funds and reducing the losses caused by inventory.

2, single sales life cycle analysis

The life cycle of a single sale refers to the total time span of a single sale and the sales situation during this period (usually the revised price sales period). Single sales cycle analysis is generally to analyze some key styles (orders and styles with large inventory) to judge whether there is shortage or inventory pressure, so as to make countermeasures in time. The sales cycle of a single model is mainly affected by three factors: the seasonal climate, the sales characteristics of the style itself, and the competition of similar products in the store.

3. Business hours analysis

Generally, the opening and closing time of shops in a region is similar, but the shift arrangement in the middle may be different. This requires us to analyze the number of people entering the store, the number of people trying on, the number of voters and the transaction amount in each time period, so as to find out which time periods have higher rate of entering the store, trying on and trying on, and then adjust the staff shifts according to this result. For example, the data of these factors are low in the morning and high one hour before going to work, so you can consider changing the business hours all day; For example, if the data of these factors are very concentrated in a certain period of time, we can consider the employees, energy and promotion who concentrate the most in this period of time, and reasonably adjust the working hours and work arrangements through accurate data analysis, which can effectively promote the enthusiasm of employees and sales growth.

4. Comparative analysis of sales/inventory

For brand companies, provincial agents or franchisees with multiple stores under a single brand, the comparison of sales between stores and the allocation of goods can effectively improve the logistics management ability of the general warehouse, the sales level of each store and the ability to solve the inventory. We can analyze and manage the commodity sales data between multiple stores through the sales/inventory comparative analysis table between the selected stores in a certain period of time.

5. Analysis of the contribution rate of old customers

A famous marketing rule is called the 28 th rule. In the theory of customer management, it means that 20% of customers have completed 80% of sales, of which 20% are our old customers, especially those who hold our brand VIP cards. Therefore, the management of old customers is one of the most important items in store management. Every time we need to register and count the consumption of old customers (especially those with VIP cards), and analyze the consumption characteristics, consumption frequency and consumption amount of old customers in a targeted manner. Targeted SMS blessings, notifications of new products and promotions, exclusive privileges of VIP, birthday and holiday gifts, etc. It will greatly enhance the brand loyalty, return rate and desire to buy again of old customers.

6, employee personal sales ability analysis

Through the analysis of employees' personal sales ability, we can understand and master each employee's working ability and working mentality in time, so as to prescribe the right medicine and improve personal sales performance.

7, personal sales performance analysis

Personal sales performance analysis includes two aspects, one is the monthly personal sales performance, and the other is the personal sales performance in different time periods. Monthly personal sales performance is mainly composed of two factors, one is personal sales ability and work enthusiasm, and the other is personal ability to' grab business'. Through the monthly personal sales performance analysis, we can not only see the personal sales level and work enthusiasm, but also judge the sense of teamwork and unity, as well as the team coordination and management level of managers. Personal sales performance in different time periods is generally compared by the store manager in a timely manner. If some employees have abnormal sales performance for a period of time, it may be that there is something wrong with their mentality. It is necessary to change one's mentality in time, so as to improve the personal sales performance of employees.

8, customer unit price analysis

The unit price of customers, that is, the average sales of each ticket, is one of the most important factors affecting the personal sales performance and the overall sales performance of stores. The data analysis of customer unit price and the collocation characteristics of multiple pieces sold per ticket can judge employees' additional promotion ability and their clothing collocation habits, and even analyze the display level, the combination ability and color matching ability of ordered goods. The low customer unit price caused by the personal ability of the shopping guide can be solved through targeted incentive measures in a certain period of time, such as giving a single ticket cash reward for how many pieces are sold or how many pieces are sold, which is of great significance to improving the overall sales performance of the store.

;