No one in the market, how does the terminal do?

The current downturn in the LED lighting market is getting worse. The situation of heavy cravings is serious on a daily basis. In general, this downturn in the terminal is mainly reflected in the sharp decline in customer traffic in its market, whether it is the old LED market or the new market is basically the same. Second, holidays and the usual convergence. In the past, traditional sales peaks such as 3.15 and 51 have become even more dull. The situation in the 3rd, 3rd, and 22nd rounds and many promotions that welcome manufacturers to welcome manufacturers have become the norm. The breaking of this boundary makes the competition among the terminal brands more fierce, and the gap is more and more obvious. Changes in the market environment not only plague dealers, but also directly link the LED lighting companies themselves, making it necessary for dealers and companies to form closer ties. Businesses that bet on sales in dealerships will face a rapid market crash. Therefore, how to effectively increase brand sales in the terminal, manufacturers and distributors are imminent. Based on more than 10 years of experience in market operations, Tangmu Consulting believes that sales of terminals can be effectively improved in the following ways.

Change the concept, can not wait to die, only to go out LED lighting business is extremely important thing, is to help agents adjust business ideas, especially those husband and wife shop-style agents thinking. The long-standing inertial thinking of selling LED lighting terminals is based on the chickens and eggs, and the delivery of the goods is based on the popularity, resources, etc. that the market gathers, combined with its own advantages such as location, area, and image to obtain more sales and opportunities. LED lighting industry after years of market rush, than the terminal image, open shop and other resource competition. However, nowadays, the golden rooster itself has a problem. There is no one in the market, and it will be increasingly difficult to borrow chickens and eggs. The only clients are also divided by big brands. Many small and medium-sized brands directly face such resources. exhausted. If you are still waiting for such resources, it is tantamount to waiting for death.

Therefore, for many second and third tier brands, take the initiative and go out, but there are more opportunities. The first step is to take the lead one step, go out from the terminal store, take the initiative to get more customer information and resources, and then introduce potential customers. In other words, the market itself is not enough to bring us more potential customers, it must take the initiative to obtain customer information to improve the terminal's traffic. Tangmu Consulting believes there are three economical ways to get more customer information and resources.

First, combing agents’ own social resources and building a complete relationship marketing network. This is a network of relatives and friends of the agents, peers and friends are a point in the network, a point of sale links. Agents must constantly weave and maintain this network of relationships. As a manufacturer of sales personnel will have to provide advice and support for agents. This relationship marketing is particularly important nowadays.

Second, set up a targeted organization team to specifically obtain effective customer information, such as the Community Promotion Department, the Decoration Channel Development Department, etc., to directly obtain the list of potential customers, and turn the list into orders. At the same time, as an agent, you can also encourage and make use of the social network of your team members. For example, when hiring a guide buyer, you can choose a shopping guide with a wide social relationship.

Thirdly, it is to deeply develop existing customer resources, turn old customers into new customers, turn old customers into salesmen, and turn old customers into voice recorders. This way of word-of-mouth marketing can not only make our brand more penetrating, but more obviously it can bring rewards in a short time.

Strengthen terminal interception while going out and strengthen the ability of terminal interception. In the door-to-door business environment, dozens of brands compete and compete, and the competition is the ability of terminals to intercept rob orders. If the terminal's interception ability is not strong, a customer who is hard to come by will soon be lost.

The improvement of terminal interception ability mainly starts from three aspects. The first is the terminal shopping ability. This shopping guide is mainly reflected in the Purchasing Guide itself and its shopping guide skills. According to the statistics of the American Marketing Association, 79% of customers who buy your products have seen your shopping guide. Therefore, excellent shopping guides are good and young. At the same time, it is better to have a wide range of social relations and better conditions, which can bring more customer resources. In the aspect of shopping guide, product knowledge can only be basic skills, and excellent shopping guides must be strong in communication skills and know how to guide shopping. This requires targeted training by distributors and manufacturers, and the main content of training is terminal sales. Followed by standardized store management, including storefront image, product display image, brand display image, personnel image, etc. should be standardized and professional. The model of Hengsanwuwu, the storefront of the black light campfire, and the purchaser of the chat melon seeds will greatly influence the sales of the terminal. Again, there is a targeted grab order. In the next month, people only have eight days of effective concentrated sales. Therefore, on weekends, it is possible to arrange for some people to grab robs. At the same time, a number of festive activities such as flower baskets, colored balls, roll-ups, etc. are arranged on the image of the store to arouse the attention of customers and prepare some small gifts to increase the chance of signing orders.

Can not just hang on a tree NVC lighting success and the rapid rise of living home LED lighting so that we have a taste of the importance of composite channels, group purchase, network, designers, carpentry, engineering and other emerging channels are a Rome Avenue, and with the channel channel that has been the mainstream of LED lighting sales channel channel form a pervasive composite channel model, more and more agents with the rapid growth of new channels, especially in the market, when many brands close combat With more channels to be developed, one more sales opportunity can be added to increase the risk of resisting the market.

With regard to the operation of the compound channel, most of the agents and manufacturers are familiar with it. Terminal storefronts, product systems, and executive teams are the three key elements of operating a composite channel. The terminal storefront is the coordinate point or window of the composite channel. The sales of composite channels must be developed with the help of terminal stores. The image of terminal stores and the planning management of specialty stores are the focus of operations. The product mix system for market segmentation is a weapon for compound channel marketing. That is to say, we must make a clear functional orientation and distinction of our product lines, and divide image products, profit products, circulation products, promotional products, etc., and adjust them according to channels such as group purchase and designers. In particular, we must pay attention to the room for change in the price system of products in the channel. The executive team is the foundation for the operation of the composite channel and comes from continuous adherence. However, it is worth mentioning that very few agents actually operate and operate successfully. Tang Mu consulting found that in-depth communication with many agents found that the agents who successfully operated compound channels mainly concentrated on two aspects. One of them was that the agents had considerable channel resources. For example, the agent was a circle of designers. Agents occupy a key position in the local area. The second is that the agents entered the organization's operation stage and have a professional marketing team. The reason why most agents are not able to operate complex channels well is because people who have not been implemented have plans and ideas that have been shelved.

On the whole, terminal store sales mainly depend on people flow and turnover rate. In the past, the market could bring us considerable popularity. However, the current market is sluggish and traffic is drastically reduced. Therefore, only by going out to obtain more customer resources can we increase the popularity of our terminal stores. At the same time, we must continue to strengthen terminal interception capabilities to avoid the loss of customers who have been working hard. At this time, ten advertisements are not as good as a good Purchasing Guide. Of course, this time it is based on whether or not the distributor has changed the entrenched operating inertia.