The fatal weaknesses of the third and fourth line brands:
First, heavy product packaging, light product quality Many third- and fourth-line brands in the product packaging really did a lot of effort, may be designed by a dedicated design company, and some and some well-known brands can be comparable, even in addition to a few small differences In addition, it is exactly the same. Product packaging can attract the attention of consumers, this is not wrong, but also should design the product packaging. However, some of the internal quality is not flattered. The product system is not stable. Some of the time will not turn yellow after a long time, or within the warranty period, the original packaging will remain empty. How can such quality be recognized by consumers? Sometimes the dealers have been pitted. The reputation of many years has been destroyed. Quality is the life of a company. Perhaps the boss is often talking about it. The conference is about the club, but how much is it implemented? Defrauding consumers is tantamount to deceiving themselves. It's a bit of a fire!
Second, heavy sales results, light sales process Through years of analysis, I found that the reason why the three-and-four-line brand market can not be achieved, a large part of which is related to sales results. The result is that companies only need to pay back. How did you come back with this payment? How can we guarantee continuous payment? That is the sales process, with little attention. The result orientation is destined for the sales staff to use any means to pay back the funds, overdraft the market, and kill chickens and eggs. Sales staff can open new customers to defraud the company's support policy; can also promise the dealer, as long as the payment, that is, the sky can help him get the moon, this false promise, leading to the dealer's anger and mistrust the company .
The expansion of the market needs policy support, but I think the dealers may still need the companies to guide the market more. The development of the market is not a matter of which side, but the two sides sincere cooperation, common efforts can be a win-win situation. . Another phenomenon is that the clerk visits the dealer when he pays back at the end of the month. Other times don't appear. Perhaps the salesman may not have enough time to manage the area, but this way of working may be difficult to maintain. . Perhaps the weight of the company's assessment approach is mainly the return payment, but the return payment is based on a good market sales process. There is no good sales process, and I am afraid that the results are not satisfactory either. If a company wants to have a good result, it must pay attention to the sales process. From the distributor to the retail terminal to the consumer, it must be done well and it must be studied.
Third, spread the net all over the place, but when I communicate with some of the sales staff of the third and fourth-line brands, I asked them how much the company had previously managed. At least a few provinces, as many as more than 10 provinces. Can a person manage such a large area? I am afraid that the sales staff can only be exhausted. All the time spent in the car is more than the time in the car. Is it called the market busy or is it running the market? The idea of ​​dividing the region by enterprises is a typical speculative mentality. The larger the region is, the higher the success rate of investment promotion is, and it can only attract several customers. In fact, this method has had little success. Enterprises have wasted a lot of money and human resources.
The three-and-four-line brand, whether it is investment or market, must adopt a focused strategy, select a few key markets, and conduct intensive investment promotion and rolling development. At the same time to create a model market, the meticulous cultivation of the model market, in order to form a point with the surface, and even into a piece of thinking. This line of thought is a bit like the time when the Party played the world, first established the Jinggangshan base area, and then adopted the strategy of enveloping the city in the rural areas, and gradually developed it and eventually moved toward the country. To develop a market, we must send people to meticulously maintain, track, and serve. In this way, market information will be fed back to the company at the first time, and companies can also grasp the dynamics of first-hand market development in order to make better decisions and adjustments. Many companies do not understand the market very well and blindly make decisions that make the market into a passive situation. Businesses cannot even build channels for information. The source of intelligence is not. How do you go about fighting? It is worthwhile for companies to think.
Fourth, there is no such thing as a sales team with a fighting capability, such as the formation of a sales team, the management of sales teams, and the training of sales teams. These problems are probably the heart of many companies. As a result, many companies have stagnated their development and some even affect their survival. I am also a front-line salesperson who has been working for many years, and I understand myself deeply. The sales staff hopes that the company can do a good job in logistical support and allow itself enough to fight on this smoke-filled battlefield. But can every company do this? I am afraid that is not all, often out of stock, product quality problems, delivery speed is slow, product design and packaging obsolete, causing sales staff to complain.
Is this demand high? I don't speak high. The sales staff's hard work in the market may be difficult for many logistics service personnel to imagine. In the summer more than 30 high temperatures, but also in the market, no rest at noon, who can understand these hardships? For what? It is not for the development of the company. The sales staff are people. Do not think that their hearts are iron-clad and they can bear all the pressure. Behind their strong hearts also need to be able to really care about them, do not use them as a tool for making money. The mission of the salesperson is to create a good performance. But how many business owners can change roles and really care about their lives and families. Even a minimum of respect and warmth is not available. Will the sales staff contribute all to this enterprise?
Some business owners may say that they work, I pay money, right and wrong, yes, this is not wrong, but money is not everything. I think only if the company grasps the sales staff's heart, sales work can be guaranteed, the team can stabilize, and the sales staff will be proud of such a company. They will work harder than ever. Enterprises should regard the work, life, and family of the sales staff as a major event, and it is from the heart, because they are the creators of business benefits.
Third and fourth tier brands do not have a way out, but they have to work hard to get rid of the irrational and speculative mentality, study the market with intent, do a solid market, do a good job in every aspect of sales, and seize the customer's heart. The road to success is closer. Although there are numerous thorns on the road ahead, we must take courage. With a knife and even a hand, we must also open a road, because we know that the road to success is ahead.
First, heavy product packaging, light product quality Many third- and fourth-line brands in the product packaging really did a lot of effort, may be designed by a dedicated design company, and some and some well-known brands can be comparable, even in addition to a few small differences In addition, it is exactly the same. Product packaging can attract the attention of consumers, this is not wrong, but also should design the product packaging. However, some of the internal quality is not flattered. The product system is not stable. Some of the time will not turn yellow after a long time, or within the warranty period, the original packaging will remain empty. How can such quality be recognized by consumers? Sometimes the dealers have been pitted. The reputation of many years has been destroyed. Quality is the life of a company. Perhaps the boss is often talking about it. The conference is about the club, but how much is it implemented? Defrauding consumers is tantamount to deceiving themselves. It's a bit of a fire!
Second, heavy sales results, light sales process Through years of analysis, I found that the reason why the three-and-four-line brand market can not be achieved, a large part of which is related to sales results. The result is that companies only need to pay back. How did you come back with this payment? How can we guarantee continuous payment? That is the sales process, with little attention. The result orientation is destined for the sales staff to use any means to pay back the funds, overdraft the market, and kill chickens and eggs. Sales staff can open new customers to defraud the company's support policy; can also promise the dealer, as long as the payment, that is, the sky can help him get the moon, this false promise, leading to the dealer's anger and mistrust the company .
The expansion of the market needs policy support, but I think the dealers may still need the companies to guide the market more. The development of the market is not a matter of which side, but the two sides sincere cooperation, common efforts can be a win-win situation. . Another phenomenon is that the clerk visits the dealer when he pays back at the end of the month. Other times don't appear. Perhaps the salesman may not have enough time to manage the area, but this way of working may be difficult to maintain. . Perhaps the weight of the company's assessment approach is mainly the return payment, but the return payment is based on a good market sales process. There is no good sales process, and I am afraid that the results are not satisfactory either. If a company wants to have a good result, it must pay attention to the sales process. From the distributor to the retail terminal to the consumer, it must be done well and it must be studied.
Third, spread the net all over the place, but when I communicate with some of the sales staff of the third and fourth-line brands, I asked them how much the company had previously managed. At least a few provinces, as many as more than 10 provinces. Can a person manage such a large area? I am afraid that the sales staff can only be exhausted. All the time spent in the car is more than the time in the car. Is it called the market busy or is it running the market? The idea of ​​dividing the region by enterprises is a typical speculative mentality. The larger the region is, the higher the success rate of investment promotion is, and it can only attract several customers. In fact, this method has had little success. Enterprises have wasted a lot of money and human resources.
The three-and-four-line brand, whether it is investment or market, must adopt a focused strategy, select a few key markets, and conduct intensive investment promotion and rolling development. At the same time to create a model market, the meticulous cultivation of the model market, in order to form a point with the surface, and even into a piece of thinking. This line of thought is a bit like the time when the Party played the world, first established the Jinggangshan base area, and then adopted the strategy of enveloping the city in the rural areas, and gradually developed it and eventually moved toward the country. To develop a market, we must send people to meticulously maintain, track, and serve. In this way, market information will be fed back to the company at the first time, and companies can also grasp the dynamics of first-hand market development in order to make better decisions and adjustments. Many companies do not understand the market very well and blindly make decisions that make the market into a passive situation. Businesses cannot even build channels for information. The source of intelligence is not. How do you go about fighting? It is worthwhile for companies to think.
Fourth, there is no such thing as a sales team with a fighting capability, such as the formation of a sales team, the management of sales teams, and the training of sales teams. These problems are probably the heart of many companies. As a result, many companies have stagnated their development and some even affect their survival. I am also a front-line salesperson who has been working for many years, and I understand myself deeply. The sales staff hopes that the company can do a good job in logistical support and allow itself enough to fight on this smoke-filled battlefield. But can every company do this? I am afraid that is not all, often out of stock, product quality problems, delivery speed is slow, product design and packaging obsolete, causing sales staff to complain.
Is this demand high? I don't speak high. The sales staff's hard work in the market may be difficult for many logistics service personnel to imagine. In the summer more than 30 high temperatures, but also in the market, no rest at noon, who can understand these hardships? For what? It is not for the development of the company. The sales staff are people. Do not think that their hearts are iron-clad and they can bear all the pressure. Behind their strong hearts also need to be able to really care about them, do not use them as a tool for making money. The mission of the salesperson is to create a good performance. But how many business owners can change roles and really care about their lives and families. Even a minimum of respect and warmth is not available. Will the sales staff contribute all to this enterprise?
Some business owners may say that they work, I pay money, right and wrong, yes, this is not wrong, but money is not everything. I think only if the company grasps the sales staff's heart, sales work can be guaranteed, the team can stabilize, and the sales staff will be proud of such a company. They will work harder than ever. Enterprises should regard the work, life, and family of the sales staff as a major event, and it is from the heart, because they are the creators of business benefits.
Third and fourth tier brands do not have a way out, but they have to work hard to get rid of the irrational and speculative mentality, study the market with intent, do a solid market, do a good job in every aspect of sales, and seize the customer's heart. The road to success is closer. Although there are numerous thorns on the road ahead, we must take courage. With a knife and even a hand, we must also open a road, because we know that the road to success is ahead.