I was invited by the customer some time ago to plan for her new products. So I visited the local pharmacy. During the visit, I have been thinking about the project. The products made by the customer are health food. This industry has been widely accepted. With the distrust of consumers and the constraints of national policies, how can we break through the market? Taking a distinctive road has become one of the core contents of our planning. The purpose of our terminal is to understand the performance of competitors here, including display, promotion, price, promoter performance, sales promotion skills of promoters.
After visiting several large terminals, I was a little disappointed. There is nothing new here. It is nothing more than the promoters constantly recommending their products to you, instead of really understanding your needs. From the display point of view, there are some miscellaneous brands, the layout is not small, but the more famous products in the industry are not in the main position. It can also be seen from this that the health care products industry is a highly profitable industry, otherwise, how much is the monthly cost of such a large layout! Even so, I still tirelessly throw the same kind of questions to different promoters, but the results still have no new findings. This also explains from another aspect that the health care product industry has great potential in the terminal. As long as there is a high-quality promotion team, the sales of the finished product are still no problem. After all, this market has huge capacity.
I was thinking about whether the customer was going to build a lean sales team and go to another pharmacy. This pharmacy is not big, and there are not many promotion staff. But through my communication with the promoters here, I was shocked. They were not only selling products, but also using innovative sales techniques, I was inspired. How did she do it? Share it with everyone here.
Back step: observe
After we entered the pharmacy, the promoters were not eager to introduce us to the product, but instead looked at what products we were looking at and observed a few of our potential customers.
Interpretation: This is very important in the process of terminal sales. It is necessary to observe your target customers and then be able to judge their needs. The so-called knowing ourselves and knowing each Other is to first understand the advantages and disadvantages of their products, the needs of consumers, and let this The two achieve a perfect combination, your sales must be successful.
Step 2: Find
The promoters saw the potential consumers who came in. Only I was looking at the products more seriously, and the others were casually looking at them. Therefore, she judged that I would be a real consumer.
Interpretation: It is very important to find a real consumer among a group of potential consumers. If your judgment is not accurate, then a lot of your work is completely wasted energy.
The third step: recommended
I actually want to understand the high-end products, but this promoter did not directly recommend to me, but first recommended a product with a very low price, only about 20 yuan, she explained: This product Mainly to promote the absorption of nutrients, even if you usually eat, the real absorption is only about 75%, then other nutrients are lost.
Interpretation: This is to get the consumer's previous recognition in the sales process. After the consumer agrees, the salesperson and her recommended things have been psychologically accepted.
Step 4: Sales
The promoter's brilliance is reflected in this place. In the words she is not eager to sell, I relaxed my vigilance, and this is the core product of her sales. Thanks to the early communication, we have already generated trust. For my own actual needs, it is not a small product worth 20 yuan.
Interpretation: The so-called joint sales means that in addition to the target consumers actually buying the products they need, they can create or discover other unmet needs, and then tap and use them to achieve sales.
Although it seems that this promoter's sales skills are general, and did not take advantage of the extraordinary method, it is this small sales action that increased sales by 15%. If the number of consumers per transaction increases by 15%, it is conceivable how much sales to increase in a month!
This reminds me of a story that many sales people are familiar with.
A teenager from the village to the city to find a living, because he used to sell products in the country, so he quickly found a salesman position in a department store. The boss also liked him very much, but he was afraid that he was not used to doing sales promotion in department stores, so he told him to report the sales to him after the end of the previous day's business hours in order to make a review and amendment.
Going to work the day before, it was hard to wait until the business hours were over, and he went to the boss to report the sales situation of the day...
“Young people, how many orders have you completed today?â€
"A single!"
“Are you really not used to selling in department stores? Our employees here can complete at least 10 to 20 transactions per day. How much is your single transaction?â€
"Three hundred thousand!"
"Thirty thousand!? Buy and sell 300,000? How did you do it?"
“I sold a small hook to a customer first, then a medium hook, and then a large hook, followed by a small fish, medium fish and large Fish silk. Later, I asked the customer to go there to go fishing. He said to the beach, I suggested that he buy a boat, but he told him that his car was not enough horsepower to drag the boat, I would take him to buy again. A car full of horsepower..."
"What? The customer just came to buy a hook, can you buy him so much?"
"No, he was here to buy paper towels for his wife. When I talked with him, I told him that if you just go shopping, you will go home. Your weekend is white, why not consider fishing?"
......
The credibility of this story has not been verified, but from here we can see the tremendous power brought by the joint sales, and the joint sales is to tap the deep consumer demand, to connect. Sales people often have a clear purpose, and by continuously guiding the target consumers, they can achieve a higher level of sales. In the process of using sales, it must be based on the actual situation of the consumers. It is forbidden to make recommendations based on actual conditions, which will adversely affect consumers' purchasing decisions.
In the sales process of medical and health care products, because consumers have a "prejudice" against such products, they believe that these can cure diseases. In this case, how to meet the end-user demand of consumers can be adopted. With the method of selling, when selling a product, you must add another auxiliary treatment. For example, we used to let patients with liver disease buy our main health care products, but we must buy traditional Chinese medicines together, which is to enhance the effect (although it is actually the case). In such a sales process, the consumer is satisfied, because there is effect, the manufacturer is satisfied, because there is sales, the joint sales reach the goal of double-edged.
Honghai Boat Co., Ltd. , http://www.trollingmotors-china.com