Part I: Preparation in advance
For marketers, it is very important to prepare for opening up new markets in advance. Sun Tzu's Art of War says: Know yourself and know yourself, and you will win every battle. Only when the negotiations are fully prepared can we be targeted and invincible. The pre-preparation emphasized by the author of this paper includes two aspects: first, understanding our company and target market, knowing ourselves and ourselves; Second, personal preparation is mainly ideological and superficial.
First, know yourself and yourself.
1, know yourself (enterprise basic situation and sales policy)
(1) continuous training for regional salesmen: before the new regional salesmen officially take up their posts, they should be trained for about one week, and professionals in the history of enterprise development, enterprise culture, technology, production, finance, law and sales should be arranged to train them in basic knowledge such as enterprise situation, product technology and formula, production process, financial policy and sales policy, so as to familiarize them with the enterprise, products and performance as soon as possible. Before the new product goes on the market, invite technical professionals to carry out product knowledge training.
(2) regional salesmen are modest and eager to learn: regional salesmen don't know about products, product performance, product use methods, product prices and sales policies. , and can take the initiative to communicate and consult with colleagues and leaders around you, or consult with relevant departments of the enterprise.
2. Know yourself (dealers, competitors)
Knowing ourselves means knowing the market and competitors, which we obtained through market research. The main points are as follows:
(1) Local customs: including the human environment, geographical location, population, economic level and consumption habits of the target market.
(2) Market situation: mainly refers to market capacity and competing products, including competing product specifications, prices, channel promotion, new product promotion, terminal animation, competing product sales (monthly and annual), etc.
(3) Customer status: directly or indirectly understand the status of local distributors, including competitive distributors and potential distributors of this product. Competing dealers should understand the market dynamics and the degree of cooperation with manufacturers, and potential dealers of this product should analyze whether they have the standards of being a company agent, that is, good reputation, sound network, sufficient storage, strong funds and advanced market operation ideas.
Through the above market survey, its purpose is to be familiar with the market situation, master the first-hand customer information and determine the potential target customer groups. In the way of finding potential customers, we can use the method of tracing the source, that is, we can know the funds, reputation and network of target customers through terminal retail outlets and secondary wholesalers. Because this method comes from the front line, it is easy to grasp the truth and find the right customer.
Second, the preparation before the negotiation
The ancients said: everything is established in advance, and it will be abolished if it is not planned! The same is true for opening up new markets, and preparation in advance is very important.
1, self-image design
People's image can be divided into external image and internal image. External image refers to a person's appearance, clothes, manners and other external manifestations. As a marketer, you should carefully look at your appearance: comb your hair neatly, shave your beard, straighten your tie, polish your shoes and cut your nails frequently. In short, you should be clean and tidy and look full of energy; If you are a lady, you can put on some light makeup. Dress decently, not necessarily expensive, but clean and tidy. For example, try to wear professional clothes, tie or bow tie to show a sense of professionalism. Should not be too exposed, so as not to give customers the feeling of instability. As a marketer, his demeanor can be summarized as sitting like a clock, standing like a pine, walking like the wind, showing birth and vitality everywhere.
The inner image is the external expression of a person's inner temperament. As a marketer, we should follow the principle of "courtesy first, praise first, smile at the eyebrows, smile at the face". First of all, courtesy shows a person's cultural connotation and can make you accepted quickly. Praise before, reflecting a person's speaking level, will make you deeply "liked" by customers; If you smile with joy, you will feel like a spring breeze man. Elegant speech and elegant manners will make your negotiation like a duck to water, leave a good impression on new customers and contribute to the success of the transaction.
2. Preparation of relevant materials.
I heard that there is such a marketer who opens up new markets. When the dealer asked about the specifications, prices and policies of the relevant series of products, the marketers forgot all about it and turned out their notebooks on the spot, which made people "stunned". It is hard to imagine that such a marketer can successfully develop new markets.
Successful marketers must understand the company's development history, marketing philosophy, industrial structure, product prices, marketing policies and so on. Before developing new markets. And bring all necessary information, such as product specifications, personal business cards, samples, business licenses and copies of relevant company certificates, and keep them in mind. Also, before leaving, marketers should adjust their mentality, relax themselves and believe that they will gain something today.
One more thing is very important. Before developing the market, marketers must systematically think about the target market through market research, and draw up a regional market development plan in writing before negotiating with customers, so as to have a clear understanding of the operation of the regional market. In this way, it will be professional to negotiate with customers and leave a good impression of formality and reliability.
Step 2: Negotiation
After the market research is finished and the preparations are ready, you can make a list of target customers and make a detailed analysis and comparison according to the identified potential target customers, the conditions that agents need and their own advantages and disadvantages. After a new round of screening, you can make an appointment by phone and visit at home.
1, telephone reservation
You must make an appointment by phone before visiting, because on the one hand, telephone appointment is a respect for the other party, and at the same time, through preliminary telephone communication and understanding, you can have a general impression on the company, products and policies, so as to determine the focus of the next negotiation, judge their interest in products and the possibility of distribution more clearly, and arrange their time effectively.
2, door-to-door negotiations
After deciding which customers to visit, you can plan the route map. The arrangement of the route is very particular. Generally speaking, it is not appropriate to arrange two customers to visit each other relatively or adjacent to each other continuously to avoid embarrassment. In door-to-door negotiations, we should be good at observing words and feelings. In addition to presenting our business cards, materials and samples in time, and following the principle of "courtesy first, praise first and smiling" to render and create an atmosphere, we should also pay attention to "three don't talk", that is, customers don't talk when they are in a bad mood, customers' lower-level dealers don't talk when they are present, and competitors' salesmen don't talk when they are present.
3. Contents of negotiations
When a marketer enters a dealer's store, first of all, don't talk business with the dealer. They often talk about business at the first contact with dealers. They are either rejected by the bookmaker or embarrassed because they can't find a topic of mutual interest. In the end, your product still can't enter the dealer's store. Therefore, the first thing for regional salesmen to develop dealers is to make friends with dealers. How can I make friends with dealers?
First of all, the first impression is very important. Before entering the distribution store, the regional salesman should tidy up his appearance, dress up, take a deep breath and relax himself. Then I confidently walked into the dealership and naturally introduced myself to the dealer. "Hello, I'm a salesman of XXX, XX company. I've heard a lot about Boss X for a long time, and I'm here to ask Boss X for advice today. This is my business card and I hope to be your sincere friend. "
Then, talk about life and hobbies. Carefully observe the furnishings in the dealership and look for clues. If there is a newspaper on the desk, "It's a beautiful day. Does boss x like reading newspapers? " "I like it too. What kind of information does boss X usually care about? ..... ""me too ... ". In short, regional salesmen must find the same hobbies as customers, discuss this topic, and pay attention to keep abreast of customers. If you can't find any clues at the moment, you can also talk about some relaxed "digressions" that are of interest to the other party, such as national macroeconomic policies and trends, industry development trends, and future market trends. To create a good atmosphere for talking with customers, but you can't spend too much time and talk about the company's products and their characteristics in a wide range of topics. Get to the point, generally speaking, talk about the development of the company, and specifically talk to customers.
Finally, focus on product entry and its market operation mode, from product selection, product pricing, promotion setting, channel pull, brand planning and so on. The more detailed the discussion, the more interested the customers will be. It is best for marketers to fully show customers the future market blueprint, learn to settle accounts with customers, and how much profit the cooperation between the two can bring to customers, so that customers are full of longing and hope, so as to make up their minds to distribute products. Every customer has different personality, different levels and different needs, but as a businessman, the ultimate concern is profit. As long as they can make money, they will always have the same topic.
4. Preventive measures
In the process of negotiation, we should pay attention to the art of listening, learn to listen more and talk less, on the one hand, show respect for each other, on the other hand, it is also conducive to understanding and answering each other's questions, and understanding whether the other party has any operational ideas to manipulate the market. Listen more. Why listen more? Listening more can make customers feel that you respect him, let customers speak freely and know the basic situation of customers to the greatest extent; Listen more, you can have enough time to judge and think about whether the customer's speech is true or not, and how to continue to guide the topic. How do marketers listen? Concentrate, listen with an open attitude and actively participate; Listen to all the contents clearly, sort out the key points, and listen to each other's emotional color; Respond with appropriate body language.
At the same time, different communication methods should be adopted for different types of customers. Show respect to the elderly like parents, speak slowly, talk like chatting, and show your stability and respect everywhere; For middle-aged people, we should praise them as much as possible, let them have a sense of accomplishment through negotiations, and convey the message that "the company's products will be successful if they are given to him"; For young people, it is necessary to speak freely and talk about their own operating ideas, operating models and marketing concepts, so that they can be fascinated and convinced and enter their own thinking mode, paving the way for future cooperation and control.
Part III: Follow-up and signing
Through negotiation, timely communicate and follow up the target customers who meet the company's requirements. Follow the way of playing hard to get. Don't be eager to achieve success, and urge customers to sign up for delivery regardless of time and place. Otherwise, it will be self-defeating, delay the fighter plane, make customers feel that you are eager to find customers, and thus put forward some excessive conditions for you, laying a shadow for future cooperation between the two sides.
In the subsequent process, customers will generally raise some objections. As our front-line marketers, we need to analyze the authenticity of customer objections first, and then solve them in a targeted manner. There are generally two kinds of customer objections: true objections, which are indeed unacceptable to customers; It is just an excuse for customers, or a form of refusal, and the other is a false objection, which is a means for customers to win insurance policies. Judging whether the customer's objection is true or not mainly depends on the understanding and familiarity with the market and customers. Then, analyze why customers have such objections. Is it because your work is not done well, or customers want more preferential policies, or customers really want to cooperate with you and don't cooperate. Marketers should adjust their strategies or respond to customers' objections in time. Dealing with objections is a science, and due to space reasons, this article will not discuss it. In short, we should eliminate all kinds of customer objections through communication and policy adjustment.
Only by eliminating customers' objections can the target customers be basically determined. Then by inviting them to visit the company, the doubts and obstacles in customers' hearts will be further eliminated. Finally, strike while the iron is hot and sign a distribution agreement. A new customer was born.
Conclusion: The development of new market is a hard psychological process, which integrates the comprehensive quality of a marketer and embodies a marketer's good mental outlook and professional level. Therefore, the development of a new market needs to show itself. It is not only a matter of "opening", but also requires the dedication and sweat of "heart" to get "new" gains.
Finally, I wish you success!