In order to effectively expand the terminal market and improve sales channels, on July 18, the first battle of Jiabaoli Furniture Paint “Win ​​in the Terminal†series began in Changsha. On the same day, the theme of “Share and Share Together†sponsored by Zhuang Dianqi kicked off in Guiyang. At the meeting, paint experts such as Shi Qinglin shared the secrets of “How to effectively improve their retail capabilities of the terminal†and gave them to all the staff present. A practical course.
In an instant, the word "terminal" appears frequently in people's eyes, and "terminal sales" is once again talked about. In fact, for the coatings industry, the term “terminal sales†is no stranger, because it is the ultimate realization of profit, and the most crucial link in the entire industry chain. The so-called terminal of sales refers to the end of product sales (channel), which is the link between products reaching consumers, and the final port for products to reach consumer transactions.
Improve terminal sales skills, paint distributors must win
Terminal sales can affect the core lifeline of the sales volume of paint distributors. The well-functioning terminal can guide consumption, enhance brand image, increase product flow rate, and strive for better production space and resources for dealers. Therefore, increasing terminal sales has become a top priority for paint distributors to increase regional sales. Especially in recent years, affected by factors such as the regulation of the upstream real estate industry, the current competition in the coatings market has intensified and formed a situation of competition. Today, “the channel wins, the terminal is kingâ€, many paint companies attach great importance to the terminal work. Whether it is from the perspective of the manufacturer or from the perspective of the dealer, it has important strategic significance for the control of the terminal.
Then, as a paint distributor, in the face of problems such as slow sales of products and rising management costs, how to improve the skills of terminal sales, break through the predicament, and thus obtain a larger market?
1. Maintaining a landscaping storefront
Undoubtedly, most men and women, young and old, are members of the “Appearance Association†who like to judge the essential characteristics of a person or a thing through appearance. Especially in China, consumers' brand awareness and consumption experience are relatively scarce. People usually preliminarily judge the brand through the image of the storefront. Therefore, the beautiful, high-quality decoration and display design make people feel more at ease and more willing to be close. For coating products, the store is particularly important as a terminal display area for coatings companies.
Paint is a consumer product that people don't need to use and buy frequently in their daily lives. People don't know much about it. When people buy paint products, they want to be able to experience the effects of the products in addition to searching for relevant information on the Internet and listening to other people's opinions. As a place where consumers can directly contact paint, it is also an important place to directly display paint products. How to make various products on the counters of terminal stores smoothly attract consumers' attention and affect consumers' purchasing psychology. It has become the key to terminal sales.
However, as consumers' demands are getting higher and higher, just beautifying the storefront alone does not fully satisfy people's needs. It can provide coating products "integrated coating solution", and can provide training, after-sales and other "one-stop service" paint brand flagship store has become the reform direction of China's coating market terminal operation mode, and has a very strong vitality. According to relevant industry insiders, the brand flagship store can radiate the surrounding area with a point to face, greatly reducing customer transaction risk and time cost. At the same time, it can also promote the improvement of the service level of the industry. The paint market has entered the new service marketing era from the original product sales stage. The continuous improvement of the terminal service function will bring great convenience to the paint users and promote the transition of consumers from “price-driven†consumption to “brand-led†consumption. The industry is on a healthy and benign development track.
2. Relationship with consumers
As we all know, the process of the outflow of paint products is from the manufacturer to the dealer, then through the distributors at all levels, to the terminal retail store, and finally to the consumer. Some dealers believe that as long as the product successfully reaches the hands of consumers, it will complete the terminal sales, do not know to communicate with consumers, understanding consumers is also a very important part of the terminal sales.
In the marketing market, there is a saying that many people have heard it: not to blame a customer. The reason is that behind each customer, there are about 250 people standing, who are close to him, or relatives, or colleagues, or neighbors... This is the so-called "250 law", from Sales tips for sales guru Joe Gillard. In other words, if you drive away a customer, it is equal to driving away the potential 250 customers. Therefore, in order to develop any potential consumers behind the consumer, paint distributors need to understand what products and services consumers really want, focus on customer marketing, win the reputation of consumers, and sell products better. Maybe the next second, the consumer will introduce more people to buy the dealer's products.
"Doing business first," customer relationship is the foundation of long-term business. In order to purchase long-term and stable sales to a paint distributor, in addition to policy and price factors, paint distributors must also have a good relationship with the second batch of retailers and retailers. Only by improving the quality of service, strengthening communication and collaboration, and maintaining and strengthening relationships through various activities can we truly tie the second batch and retail and increase the number of terminal sales.
On the other hand, paint distributors can establish files of dealers or other consumers at all levels, return to customers regularly, and solve problems through customer consultation. If there is no problem to solve, it can also be used to close the distance with the customer and achieve the ultimate goal of “business without saying businessâ€.
3. Strengthen the construction of oil woodworking network
Since the reform and opening up, with the rapid development of the network and retail market, the promotion of products has not only relied on the "word of mouth" approach, the propaganda methods of paint companies or dealers have become more and more diverse, and the propaganda of oil carpentry The effect is gradually weakening, or the construction of oil woodworking networks is not as important as ever.
However, it is undeniable that the oil carpentry master is still an important customer resource for the paint distributor, because before the owner decides to purchase the paint product, the words of the oil carpentry may change and helpless purchase direction. Therefore, the paint dealer's specialty store is undoubtedly a good choice for maintaining a loyal and effective oil woodworking network if there is no survival pressure and more profit. Especially for the second and third-line brand decorative coatings, it is especially important to rely on the vast number of oil masters to push the products without the large-scale advertising investment to drive the market, especially in the retail market.
Strengthening the construction of oil woodworking network not only can bring potential customers to paint distributors, but also enable oil wood carpentry to reduce liquidity, lead a relatively stable life, and achieve a mutually beneficial cooperation relationship. Of course, at the right time, paint distributors need to use incentives to maintain oil carpentry resources. After all, the sales of related and affluent oil carpentry are sometimes not less than the annual purchase volume of a distributor.
In short, the consumer's perception and experience of the terminal largely determines his perception and perception of the brand. Therefore, improving the skills of terminal sales, strengthening communication and contact with customers, truly bringing consumers the enjoyment of products and experiential services, can improve the sales performance of dealers, and develop their own world in the coatings market. .
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