Personal summary of computer sales

hehe, me too ~ I just showed this copy to the boss today, haha ~ I don't know how it is. You should give IT to you, too ~

Dealer

At present, there is a popular saying in both the home appliance industry and the IT industry, that is, "the channel determines the sales volume". Therefore, almost all manufacturers regard the construction of channels as the top priority of their work, and our Shenzhou is no exception. In the competition, old dealers keep withdrawing and new dealers join, which is very "besieged city". Here, I want to make a summary of the characteristics of the excellent dealers I have contacted, that is, I think an excellent dealer should have the following characteristics:

First, he should be forward-looking in judging the market

Suppose a Shenzhou computer dealer opens a store in the local computer city, with a net profit of 8, yuan per month, but the combined net profit of opening two stores is only 6, yuan per month. The total monthly net profit of opening three stores is 3, yuan (the sales volume may not increase directly with the number of stores after opening a new store, but the expenditure is almost accompanied by the year-on-year increase of the number of stores), so how many stores should the dealer open in the local computer city?

A family, b family, two families, and c family

I think most dealers will choose a, because it can exchange the minimum input for the maximum output. In practice, most dealers do the same. But I think there is no definite answer to this question, because when we answer this question, we all default to a premise, that is, "without the intervention of other dealers", and this premise is uncertain in reality. So before answering this question, I think the first thing to discuss is if the dealer only opens one store, will others also open a store in the market? I remember when I was working in Shekou District, Shenzhen in the summer of 22, a new pharmacy opened in my residential area. There was already a pharmacy in the original residential area, and the newly opened pharmacy was the same owner as the original one. During the chat, the boss told me that the original pharmacy could make a profit of 3, yuan per month. After the new store was opened, the total monthly profit of the two stores was only 1, yuan. So I asked him: Then why did you open a new one? The profit has decreased, but more money and energy have to be invested? He smiled and said to me, "If I don't open another one, others will definitely try to open a pharmacy in this community when they see that my profit is good. The community market is so big, and the two companies will definitely have a price war. At that time, the profit of my store will be up to 5, yuan, and I have to be wary of competitors every day. It is better for me to open two stores myself, so that outsiders will see that the pharmacy market in the community is saturated and there is no profit, so naturally they will not intervene. In this way, I just need to manage the procurement and service every day. On the surface, I have reduced my monthly profit by 2, by opening this new store, but in the long run, I firmly grasp this market. " I have always been deeply impressed by the opinions of the owner of that pharmacy. Last year, when I was an intern at Shenzhou Computer Headquarters, I took time to go to his store. At that time, he had already opened the twelfth chain store, Longgang Branch, an Asian pharmacy, near Huawei. Anyway, I think many of our dealers lack such understanding at present. For example, in a certain place, there is a relatively perfect computer city. Our company already has a customer A in the computer city. The storefront is located on the second floor of the computer city, with a general location, but the sales and profitability are relatively good, and the loyalty of dealers is relatively high. However, with the decline of installed business and the withdrawal of many local brands, and of course the efforts of our salesmen, new dealers will inevitably join Shenzhou. Once a new customer joins, it will inevitably lead to the decline of customer A's sales volume and single profit. But suppose the dealer is prepared for danger in times of peace, and opens another store on the first floor of the computer city when it is smooth, which echoes the original store upstairs, so that even though it will cost a certain price at that time, it can greatly strengthen the control over the situation. Now many dealers complain that we open customers everywhere, but they don't reflect on why we open customers everywhere. In most cases, the answer is simple: because the dealer did not prepare for danger in times of peace, did not seize a more favorable position when it was smooth, and did not fully develop the local market. For this topic, I think we can extend it and draw a view that a good dealer should be good at judging what is the essential factor that determines the problem and make forward-looking decisions on it.

2. Perfect internal reward mechanism

Through observation, we can find that no matter what brand, the staff of a good store must be fully motivated and have high morale. This kind of incentive must be accomplished through its internal reward and punishment mechanism. Therefore, the vast majority of dealers have established a reward system for sales staff, but in the actual process, we will also find that the same system does not work in many dealers, or its internal reward mechanism has not played a corresponding incentive effect, or even gradually abolished. But they always look for problems in the system itself. I think, in fact, they ignored an important premise when formulating the reward mechanism, that is, "clear division of functions", and "clear division of functions" has a premise, that is, "on the basis of sales reaching a certain scale" Therefore, in my opinion, the first question that a dealer should consider before making an incentive mechanism is: "Has my current sales reached the bottom line of making an incentive mechanism?" As far as Shenzhou is concerned, if a dealer only deals in Shenzhou, I think it is unnecessary to formulate an assessment system based on the sales volume of salespeople if the monthly sales volume is less than 3 units. Because it is difficult to clearly divide the functions of employees at this time. But this does not mean that there is no need to motivate the clerk. In this case, I tend to take the manager's perceptual knowledge of the clerk as the basis of motivation. When the dealer's sales volume reaches a certain scale, as far as Shenzhou is concerned, more than 3 sets, preferably more than 5 sets, I think a good dealer should clearly divide the functions of his employees, such as customer service, after-sales service, business sales and accounting, and then formulate different reward mechanisms according to different positions. In practice, many shop assistants of distribution businesses may do after-sales service today, sell tomorrow and deliver goods in two days. How to assess the positions that cannot be fixed? Obviously, it is a problem of functional division, but we have always worked hard on the assessment system. Today, sales volume is the assessment indicator, and tomorrow, sales profit is the indicator. The pattern changes, but it has never been implemented.

Third, make full and reasonable use of the resources of manufacturers

Once a company is registered, it is called a legal person, and at the same time it has a legal personality-the pursuit of profit maximization. As a result, managers and bosses who are often legal representatives of companies have both legal personality as legal representatives and personality as natural persons. In many cases, the two are not contradictory, but in some cases they are not. As a distributor, it is necessary to learn to make rational use of the resources of manufacturers. Unfortunately, many of our dealers are very cute and proud of not relying on the support of manufacturers. I always believe that the dealers who will make rational use of all resources are smart dealers and dealers who know how to operate.

Fourth, being good at maintaining old customers

The maintenance of old customers should be a cliche. This problem can be said to involve the whole process from reception to sales to after-sales service. I believe that most dealers are more experienced than me. Here I just want to explore a new way to maintain old customers besides the above process-customer association. In the process of contact with various dealers, I found a special phenomenon in Yantai Guolijia: he will classify the occupations of most customers, such as studio owners, hotel owners, advertising company owners and so on. After further observation, I found that this has at least the following two advantages: 1. In a small and medium-sized city, owners in the same industry are often familiar with it. In this way, when a new unit customer shows his occupation, the dealer can always name one or two colleagues that the customer is familiar with. For example, when a studio owner goes to buy a computer, he will say, "I installed the machine in Studio A, and I installed the machine in their boss ... Studio B, and what's their boss's name ..." This will easily gain the trust of new customers; Second, in daily work and life, the dealer will try his best to help his old customers attract business and maintain the trust relationship with them. For example, as soon as he heard that I was going to find an advertising company in Yantai to advertise, he would immediately contact the advertising company that bought a computer at his home to help him introduce his business. On the one hand, it helped me solve the problem of finding an advertising company, on the other hand, it won the good impression of the advertising company, which really pleased both sides. Similarly, if someone around him wants to get married, he will take the initiative to help introduce the photo studio he knows. After long-term accumulation, we have established good relations with many customers and linked customers from different industries. Therefore, I think his method of maintaining customers is worth learning from most of our dealers.

5. Pay attention to the training of employees

I think almost all dealers have trained their shop assistants, but these trainings often only focus on product selling points or technical aspects, and usually ignore the training of employees' etiquette. The etiquette mentioned here is not only the external content such as dress, but also the details such as wording when employees treat people. In other words, I think a good dealer should cultivate employees' sense of inferiority. Everyone is equal, but there must be a hierarchy in the company. For those customers who have better business, their employees are often more polite and can distinguish their identity on different occasions. When it is a conversation between managers, they will never interrupt. When it's time for communication between salesmen, be neither humble nor supercilious.

6. Do what you think is worth doing

In real life, there are not many people who knowingly commit crimes, but more people are unwilling to do it when they know it is right. For example, we know that it is right to study hard, but we may not study hard. Dealers, too, clearly know that it is right to send colorful pages in the computer city once a week with their company's stamp, but they are too lazy to do it. You should send your own salesman to the door to send colorful pages to attract customers when you know that there are few people, but you are too lazy to do it. I know I have to take good care of the store, but I just deceive myself that it is ineffective. Is it too expensive? No. It is not that we don't know how to do it, but that we are always deceiving ourselves that it is unnecessary to do so. If you lie to yourself too much, you will gradually believe that it is really unnecessary. And a good dealer can always break through himself and persistently do what he thinks is right.

Of course, there are many other factors to be a good dealer, such as a good capital chain and so on. Here, I only put forward my views on the above aspects. It may be that the outsider is clear, or it may be that "I don't know what's going on in the game", which is just an armchair strategist.

marketing articles

among all brand computer manufacturers, I think we Shenzhou should say that we pay the most attention to marketing. We do spend a lot of energy on marketing in our daily work, such as distributing colorful pages, holding KT boards, supporting brackets, pulling banners and advertising. Facts have proved that our daily marketing is so effective that brands such as TCL, Haier and Qixi have started to follow suit. But there are some flaws in some aspects. Here, I want to talk about my views on some marketing details.

first, how to arouse the enthusiasm of the marketing assistant who sends color pages at work?

At present, people are arranged at the gates of computer cities all over the country to distribute colorful pages at the gates. Interestingly, many times, our marketing assistants who send colorful pages either stand in a daze at the gate of the computer city and look thoughtful. Either holding the colored pages very mechanically and handing them out to everyone, or even seeing us uniformed personnel will hand out the colored pages to us with numbness. In fact, this phenomenon can be understood. After all, sending colorful pages is a low-paid and very boring job, especially when there are few people. I think, in order to change this state, we should start from the following aspects: First, we should put more emphasis on personnel selection, especially avoid hiring those introduced by acquaintances, which will bring considerable trouble to future management. Secondly, it is necessary to carry out continuous training for color page distributors and make simple comments on their daily work. Because most of the people who distribute colorful pages are college students. In addition to getting the corresponding remuneration, most of them are eager to learn some relevant experience as a bargaining chip for finding a job in the future. Once they feel that the job of distributing colorful pages is very simple and unskilled, they often have a strong sense of loss. Therefore, I think it is necessary to make them realize the importance and skill of distributing color pages through training, and then cultivate their sense of accomplishment in practical work. Thirdly, strengthen the interaction with marketing assistants and cultivate their sense of participation. I think it's a good idea to ask the marketing assistant who sends color pages to write a work summary of not less than 15 words every week. It sounds like a ridiculous idea, and it will be complained by them. But through observation, I found that this kind of complaint is verbal, and they actually like to write such a summary and express some ideas in the process of sending color pages. Of course, we should give them some guidance beforehand, for example, let them observe the flow of people in the market and the marketing of other brands. After the work report is received, we will comment on it one by one. As for what they wrote, it doesn't matter, and it doesn't matter whether they write well or not. The key is to make them feel fully respected through this form of report feedback, so that they will maintain a more positive attitude. Finally, they should be assigned a more appropriate workload in their work, and the principle is "weight should not be light". If the work itself is a simple repetition, it is best to keep employees in a state of non-stop work.

second, how to enhance the fashion sense of our store?

although people don't talk about it in formal occasions, there is a recognized view internally, that is, on the whole, most of our specialty stores lack a sense of fashion. And I don't know what's wrong. Most people blame it on the fact that we pay too little for the decoration, but I think there are some other factors besides that.

1. Abuse of logo color

When it comes to Coca-Cola, we will easily think of red and passion. When it comes to very cola, it is easy for us to think of blue and young. The function of logo color is to express the enterprise name and connotation through color. So when it comes to Shenzhou, there is no doubt that we will think of yellow. Yellow is a very conspicuous hue, so our specialty store is always conspicuous in the computer city, and our little yellow label is also very eye-catching. In the process of decoration, it is understandable to use yellow as the main color of our store, but I think many of our specialty stores now abuse the yellow color. Walking into any Shenzhou store, we will find that the background wall is yellow, the small poster is yellow, the price tag is yellow, the banner is yellow, the small advertisement pasted in the store is yellow, and what's more, some dealers' stools are yellow. A large area of color blocks piled up, giving people a dizzy feeling as soon as they entered the store. So, I want to highlight our