Marketing Nothing more than the sale of dual combination . But not everyone
distinguish trading relationship. Especially for many caught in Sell Difficulties for businesses, sales is a priority, is the top problem, so how to sell? How to implement "selling strategy" around the company from top to bottom can not be avoided Hom.
I serve large domestic Medicine Listed companies, the problems encountered in how to sell.
J Enterprises is one of the earliest companies listed on medicine and health category, with the two products account for the relevant category earlier. However, sales are flat in recent years. To this end, the company focus on how to sell a big issue: Plus Free installation, equipment sales, and constantly adjust the regional substitutions, continuous promotional gifts, materials delivery ... ... after another two years, sales have not seen the slightest improvement.
Boss can not help but understand why I have done so much work, and adhere to two years, how to lackluster sales of it?
Diagnosis through I, J Enterprises has been working around the center of gravity are "selling strategy," above, and on how to let consumers "buying strategy" is concerned, it moves slowly.
Distribution Issues, display, promotion, materials, intercept, which are all "selling strategy." How to sell is a relatively simple question, is simply a convenient place for consumers to buy and how much to buy, are sales responsibilities. But a single company a "sell Strategy" can not be successful, especially for some time longer in terms of brand, and "selling strategy," the longer complete, will be the greater the damage to the brand.
Effect TV Advertisement , The effectiveness of newspaper soft, end-image advertising, TV brand advertising, radio brand slogan, product brochures, these are "buying strategy", how to get consumers attention, interest, leading to purchase, these are the responsibility of marketing. Experience has shown that: a company that "buying strategy," the more in place, it is often from a successful close.
That many so-called well-known advertising strategy and suggested that the company had calculated: If melatonin reduced advertising spending half a year, sales may not have much impact on the market, contrary to profit repatriation how many homes, after all, the annual melatonin advertising input is n times the profit. Replaced by a general non-marketing-minded company, the proposal may be adopted flew; However, melatonin upholds the principle of cost of input and output, regardless of Taiwan Province, the local TV station CCTV, the price of newspapers how to grow the size of their investment plans increased from unchanged. Because they know, to let consumers continue to buy, the effectiveness of brand point of interest, visibility, visibility and image of these elements must continuously educate consumers to the target.
And J Enterprises has embarked on the road opposite and melatonin.
Because with 10 years of operation time, the two brands are relatively well known and has a larger market share, but because of mistakes in the follow-up strategy, the two major brands both to fall. Occasionally used in a single equipment Plus Free promotion, and reduced ad spending after the big success by sales, J enterprises have moved toward the firm will "sell Strategy" for in the end of the road:
1. Season to determine the product must take the "Plus Free installation" (like buy one get one) of product strategy, the current "Plus Free installation" has occupied 85% of total sales, the same as conventional products.
2. The responsibility of all the sales attributed to the poor sales. That the people (sales staff) is to determine the key to sales.
3. Equipment sales, face to face promotion as the main promotion strategies.
4. The primary duties of marketing action plan marketing activities and end-terminal extension of the related materials design.
5. Reduced as much as possible into it.
This way, after nearly two years of operation, constant substitutions to find someone, keep the launched promotional gift promotion, sales barely tied for first place, but the relative increase in input costs by 20%.
J enterprises face growing pains, I not help these two beautiful thing to see the brand sigh deeply.
Both old and brand new brand or a light to consider "selling strategies", that is how to sell, regardless of "buying strategy" that is, how consumers buy, the brand is not growing, and it is impossible to enlarge the. The new brand may result to the error of preterm birth, while the old brand sales plummeted toward tragedy.
"Sell Strategy" is even better, but "buying strategy" is the timely assistance of.
Status for J Enterprises, the author diagnosed, making the "buy strategy," which, "sell Strategy" supplemented by the guidelines and give a package solution:
1, strengthen the marketing function, in particular, to strengthen the functions of consumer analysis, good brand research, consumer behavior, positioning research, advertising effectiveness testing and other related research and analysis;
2, guide the use of well costs, and establishing the company's profit model status. Online promotion costs and promotion expenses separate line and can not be appropriated each other.
3, change to "buy gifts," "disguised price cuts" and suicidal behavior to promote and save associated costs, additional points of interest to the brand features Education And inputs.
4, reasonable planning and long-standing brand investment, and preclude the overdraft brand into the idea of zero height.
5, to develop a reasonable ratio of input and output, to achieve a reasonable input and output of each quarter.
After I proposed, J enterprises a reasonable adjustment and control, to a "trading strategy" simultaneously the road, the company set up a management center and the planning center, and recommended large amount of money to hire a thinker and marketing planning, sales management understands people as the company's marketing vice president, after nearly half a year of adjustment, the company has two products gradually upward track.
"Sell" is to allow consumers to "buy", consumers take the initiative to "buy" to better the "selling" and "selling" is the process of "buying" is the result, only handle the "Sell" and "buy "relationship, to go the healthy development of a virtuous circle.
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