Sales Skills of Milk Promoters

Milk is a fast-moving product that we often drink in our lives, so what sales skills should a qualified milk promoter master? The following is what I arranged for

Milk is a fast-moving product that we often drink in our lives, so what sales skills should a qualified milk promoter master? The following is what I arranged for you, I hope you like it! Basic suggestions of milk promoters

Various promotion methods of milk

One: high pricing and high promotion.

Faced with the constant activities of buying two get one free and buying three get one free in the market, consumers are almost at a loss, and it is difficult to figure out which product is cheap. So many manufacturers fish in troubled waters and join the gift-giving team with high pricing and high promotion. Junyao Dairy launched such a product in the Shanghai market. Each bag of 250ml Bailey milk contains 1.7 yuan, with an average of 1. 13 yuan. As soon as it went on the market, it attracted many consumers to snap up.

Let's analyze it. Almost all Bailey bags of milk on the market are below 1 yuan per bag, but its products are priced at 1.7 yuan, which gives people the impression that its price is high and its quality is definitely good. At the same time, buy two get one free so that consumers can buy high-quality milk and get affordable gifts, which feels very cheap. In fact, no one has counted it. Every bag of its products is more than one hair higher than other brands. This is fuzzy generalization.

Two: often renovate promotional items.

As for the issue of giveaways, it is clear to all that choosing novel and unique promotional items is the key. Manufacturers often use whatever they give, are too lazy to purchase by themselves, or are unwilling to invest because of cost problems. So we often see that many brands are commonly used promotional items such as milk cups or umbrellas, which can't lure sales. The author feels that there is a skill in the selection of promotional items that is often refurbished.

For example, Mengniu adopted flexible promotional items in 2003, such as milk pots, electric toothbrushes, IP cards, eggs and lottery tickets. And almost every promotion lasts less than a month, and then it is replaced by other promotional items. Dealers all over the country can choose their own promotional items according to the promotional expenses allocated by the manufacturers, and buy them as long as they think.

There are also dealers in Shandong who sell Prince's milk. She often goes to the wholesale market to buy promotional items herself. During the Chinese New Year holiday, she ordered some greeting cards and calendars for consumers, and even wholesale a batch of small hand scrolls to children who went shopping with adults in the supermarket, which was very popular in the local market. These things are common, but not commonly used. If you change this kind of similar things frequently, it will attract consumers' attention and then try to drink or buy them.

On the issue of the cost of promotional items, the Shandong dealer has a view: dealers should not bargain with manufacturers, and manufacturers will give them, or they will not give them. Earning money is your own. If you earn 4000 yuan a month, you only need to spend 1000 yuan to buy some promotional items, and the return will definitely exceed 1000 yuan.

Three: change direct price reduction to terminal interception

Manager Zhang of Zhejiang said that Mengniu's promotion in their place was crazy this year. At the beginning, the price was reduced directly, from 37 yuan to 26 yuan, 500ml tetra pak pillows, per box 12 bags. However, small retail outlets are difficult to control and self-adjust in the space of price reduction, which leads to inconsistent prices at many points and serious market smuggling.

So now Mengniu has stopped cutting prices, and the policy towards retail outlets has become "piling up gifts". A store can get a box of milk as long as it keeps an empty Mengniu box at the door for one month. Therefore, few retail stores adjust prices, and the whole market is orderly. On the other hand, competitors are blocked on the terminal, because "stores don't put other products on my products, otherwise they won't get gifts".

Four: Go to your opponent's hometown and contain his attack.

Once, I chatted with the salesman of Sanlu milk powder. He said that Sanlu's sales in Northeast China are very limited, but the company has been focusing on it as a target market for many years. The reason is not that Sanlu is a national brand, it must be a national market, nor is the competition here not fierce, but because it is the hometown of Wandashan, one of the national brands, and Wandashan went to the Central Plains to occupy Sanlu's market. In order to involve Wandashan's energy, Sanlu also went to his hometown to "make trouble".

Five: distract your opponent with different products.

Another example is the competition between Mengniu and Sanlu in Hebei and Henan markets. After Mengniu entered the Shijiazhuang market in early 2003, it once launched the activity of "buy three get one free", with an average of 27 yuan per case, which posed a great threat to Sanlu. In a rage, Sanlu simply lowered the retail price to around 26 yuan, which was lower than Mengniu. It is reported that this is the bottom price of this product. Later, after several rounds of contests, the two sides gradually raised the price in various ways, but Sanlu was still a few cents lower than Mengniu.

So far, the competing products of the two sides are 500ml tetra pak pillow, which is the strong product of Mengniu, while the strong products of Sanlu are Bailibao pure milk and yogurt. At the beginning of September, Mengniu bought Bailibao products as a gift to the citizens of Sanlu, followed by a cup of acid. The price has been following Sanlu, and the promotion has been going on. Mengniu launched these two new products, not only to expand the variety of products, but also to limit Sanlu's main products. Because Mengniu competes with Sanlu with Tetra Pak Pillow, it will never have an advantage in price and will only damage its profitable products. If the other two products are used to contain Sanlu's flagship product, Sanlu will weaken its attention to Tetra Pak Pillow and will not put all your eggs in one basket.

First, always keep a good attitude.

For example, at work, we will encounter low customer flow or the failure of several customers to introduce products in succession. We are easily discouraged and in a bad mood, and always feel that today is too bad. This will distract attention, slow customer response and lack of confidence, which will affect sales. On the other hand, think a little about why continuous recommendation fails, adjust your mentality immediately, such as going outside the supermarket to get some fresh air, and then continue to work hard.

Second, it varies from person to person.

Use different promotion techniques for different customers. For example, student customers prefer fashion brand-name products with strong advertising. So it is difficult for them to accept our recommended products quickly, and we need patience. You can briefly introduce the product first, and then tell her why students are prone to acne and blackheads, and what problems should be paid attention to. Talking about this makes her think you are more professional. Then ask her what her major is and so on. , can enhance her trust in you. Finally, recommend products for them quickly, which has a high success rate.

Third, after catching customers, remember not to talk about products blindly.

Now there are more brands, more promoters and almost the same promotion language. Therefore, when introducing products, it is easy for customers to think that we just want to sell products, so we can't gain the trust of customers quickly. In fact, customers will only accept the products you introduced if they trust you and accept you as a person. If the introduction of the product is short and targeted, you can introduce the product topic into people's topic when the customer considers it, such as praising the customer, or asking the customer how to care at ordinary times. At work, I found myself with many shortcomings, such as lack of patience, poor sales ability and knowledge. In the future work, keep learning, learn from each other's strengths and make better achievements.