At present, the export situation is not optimistic, the domestic market is getting more and more intense, and a large number of export-oriented outdoor furniture companies have turned around and headed for the domestic market. However, many of the transitional enterprises have also eaten “closed doors†at their doorsteps, investing in manpower, material resources and financial resources, but domestic sales have not improved. In addition to weak product integration capabilities and poor channels, the lack of a domestic sales team is also a major factor in the slow pace of domestic sales of transformational enterprises.
Create a sales elite that keeps pace with the times
To break through the domestic market, enterprises must first strengthen the guidance of consumers' outdoor leisure concepts. Imagine, when consumers face a salesperson who will only talk about the advantages and disadvantages of the product and the price/performance ratio, what will happen to him? When he faces a fashion, trend, and leisure life concept that allows him to feel the outdoor products. Salespersons, what do you think? Salesmen are the direct "leaders" of consumers, and their impact on consumption is more "immediate."
China's outdoor furniture consumers are mostly high-end people. In order to make them "heart", sales personnel must understand their living habits and consumption habits, and show them the unique charm of outdoor furniture. First of all, sales people should broaden their horizons, from economics to religion, from fishing to football, from perfume to luxury homes, so that they have more topics with consumers. The so-called "do not speculate more than half a sentence, wine meets thousands of cups less", if you can get the customer's sense of closeness and identity, the possibility of making a business is even greater; second, the terminal sales staff must be flexible, improve their resilience . At present, consumers' awareness of outdoor furniture is not high. Therefore, the salesperson may encounter the “sea return†who is familiar with outdoor furniture, and is more likely to encounter the “outsider†who should use the outdoor furniture for unknown purposes. The character of the consumer, the salesperson must be able to respond flexibly; again, the salesperson must cultivate "internal strength." Outdoor furniture consumers are pursuing a sense of comfort and leisure. Instead of continually “reciting†the product manual, it is better to succinctly identify the characteristics of the product and let consumers feel the living atmosphere that outdoor furniture can create.
Businesses want to be able to pass on the best sales cheats to their sales staff. Although the dragon's 18 palms are powerful, as the needs of consumers become more diversified, the constant sales routine will no longer work, and sales personnel must keep up with the times.
Channel occupation of multiple "small seesaw" escort
At present, the domestic outdoor furniture market is in a period of rapid rise. If a company has “excellent soldiers and no strong playersâ€, it can only temporarily serve as a prince.
Recently, the author conducted a market survey and found that the reason why Yiwu “big hodgepod†dealers can quickly occupy the market in a short period of time is because of the business mentality of “doing nothing†and even breaking the market competition order. This "barbaric operation" has caused chaos in the entire industry and is not conducive to the long-term development of the industry. However, under the premise of maintaining market order, some dealers' "small and spiritual" business philosophy is worth learning from.
The franchise stores are like "aircraft carriers", and the distribution channels are like "small seesaws". Business managers should change their thinking when exploring the domestic market. The methods should be more flexible, adapt to changes in market demand, and use existing resources to ensure the brand "aircraft carrier". Under the premise of the same direction, more "small seesaw" will be built to match the aircraft carrier to seize the market. To put it simply, it is centered on image franchise stores and multi-channel distribution; with the best-selling faucet products as the core, and more to explore the value of its supporting products, rather than sticking to a single model, single product sales.
Establish a brand to create a "all-round" team
Establishing a brand means not only having a good product, but also having a comprehensive service system that can provide customers with comprehensive and high-quality services. So how can we provide better services to our customers? First, we must have a dynamic, passionate and creative design team. The domestic outdoor furniture market product homogeneity is serious, the product can not meet the individual needs of consumers, it can not be regarded as "service" in place; Secondly, ensure that a strong production team will turn the design into reality. The cooperation between the team and the designer should be able to achieve “seamlessnessâ€, so that the aesthetics of the design can be based on practicality and durability, so that the products can achieve the good life of the customers; once again, there is a capable propaganda team. Provide customers with "psychological needs" services. Brand promotion, focus on the top, if the customer wants to buy outdoor products, the first time I think of your brand, the "service" of the promotion team is considered to be in place; finally, there must be a professional after-sales service team. "After-sales service" is often a link that can make a brand have a word-of-mouth effect. Enterprises must pay attention to the creation of after-sales service team, provide humanized and caring service, and establish a good brand reputation.
Market-oriented precision staff
Today, outdoor furniture companies are faced with the dilemma of lack of talent. But the more you are at this time, the more vigilant the company is, the more you should not let the people who are willing to "fill in", or the employer can not do their best. For example, it is a great waste of talent to put talents who are proficient in the business and familiar with the market in the office to process documents, and let some employees who have little knowledge of the products or industries and have no market experience to do market development. Frequent customer contact is the company's market personnel rather than office clerks. The business level of market development personnel is particularly important. Professional industry analysis, prepared market data, and exciting product explanations will make customers feel good about the company in the first time. If the enterprise is turned upside down, it is equal to digging the grave.
Only by cultivating a group of high-quality talents, the company can create a good team culture, so that every new member can feel the warmth and strength of the team, and then forge a cohesive “masterâ€. The market not only needs to develop and needs more maintenance. Before promoting the sales elite to become a manager, it is necessary to train the successors first, so as to achieve "the talents of the Jiangshan generation."
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