Six steps of self-cultivation for regional operators of liquor companies in regional operations

How the regional business personnel of liquor companies realize the whole process from zero to success is the process of self-cultivation as a qualified regional trader, which includes: first, from the selection of dealers in the region to the intended distribution second, from studying the internal and external environment of the market and the competitive situation of major competing products, to formulating the company's product strategy, to single product How to achieve terminal breakthroughs and finally improve the entire series structure; the third is from formulating the channel strategy and channel expansion rhythm of this product, to how to break through the main target channels, to how to expand and respond to auxiliary channels, until omni-channel coverage; the fourth is from how to Complete the market share of the company's products to continuously strengthen to the maximum influence of the brand. Fifth, how to reasonably coordinate and effectively allocate corporate resources, dealer resources, and even competitive product resources to serve the market; sixth, how to effectively establish an organizational structure system suitable for regional markets and product sales.

In this sense, the ability to lead a successful regional market is a process of continuous sublimation and fission for the regional business personnel of liquor companies to achieve from zero to perfectly competent regional operators.

Facing each unit of the regional market, how do regional traders play and structure it like a cook and a cow? Gradually internalize it into their own actions, form their own steps and rhythms, and organize the tasks they are responsible for. The regional market is made into a model for the enterprise and copied and pasted. We will describe it one by one from the following six steps.

The first step is to conduct serious and effective regional market research, because all success and strategy formulation are actually analyzed from serious and objective market research.

"Without investigation, there is no right to speak." All regional business personnel should know this truth. But in actual work, frankly speaking, most people are not serious when doing research, and some even do not conduct research at all, do not know how to do research, or the number of samples and coverage of the research is not enough, resulting in all means in the regional market in the future. All become ineffective or ineffective, and "one step is wrong and one step is wrong", until the products and even all the company's brands are withdrawn from the regional market. This is a sad reality and result. Since the research is to form our grasp of the internal and external environment of the entire regional market as well as the competitive situation and core elements of competing products, the research must be centered around the results and judgments to be formed. Market research is generally conducted from three directions: brand structure, channel structure and price system of competing products. Conduct research to determine trends and formulate an overall marketing strategy for the company's products.

Main contents of the survey

The first target market’s population, economy and market characteristics

The second target market’s culture, folk customs, taboos and preferences

The channel structure and proportion of the third major competing product

The brand structure and proportion of the fourth major competing product

The main selling price structure and proportion of the fifth major competing product

Number, distribution and profit margin of the sixth channel

Seventh major brand promotion and promotion methods

Eighth major brand sales model and organizational structure

Ninth number and profile of local dealers

Tenth main media and communication content and form

The second step is to lock in the target customers and continue to follow up until signing a contract .

Since 2012, the liquor industry has entered an era of head focus, inventory competition, and deep channel sinking. The proliferation of homogeneous competing products and the reduced confidence of channels in accepting new products have made it more difficult to attract investment. At present, the following common investment methods are: conference investment, telephone investment, exhibition investment, advertising and media investment, customer referrals, friend introductions, and personal promotion. In theory, there is no market that sales personnel cannot develop as long as they work hard enough.

Eight steps of market development:

First, go to various types of sales terminals to research all consumer goods suppliers on the market, including alcohol, food, fast-moving consumer goods and daily chemicals. Mainly, list at least 100 dealers. In addition, special attention should be paid to suppliers in other industries that are supporting various retail terminals (such as gas and disinfecting tableware suppliers supporting catering);

Second, based on the results of the first step of market research, Develop a brand introduction plan that adapts to the target regional market, and ensure that the plan is feasible and feasible;

Third, first conduct phone or WeChat visits on the list one by one, and initially screen out more than 30 customers who are interested in negotiating;

Fourth, conduct pre-negotiation customer background investigations around the locked target customers to know yourself and the enemy;

Fifth, conduct the first round of on-site negotiations with the locked target customers to sort out Identify at least 5 target customers that can be followed up, and understand the actual situation and demand points of the customers;

Sixth, modify the market plan for the 5 intended customers, and formulate policy investment intensity and methods suitable for customer operations , and report it to superior leaders for review and strive for company resource support;

Seventh, use a complete market plan and a draft policy input suitable for customers to conduct a second round of negotiations and strive to collect deposits from 2-3 intended customers;

Eighth, invite the strongest customers to the winery to visit, negotiate, or ask for leadership assistance to complete the deal.

If you strictly implement the above eight steps for investment promotion, there will be no market that cannot be developed.

Third, formulate regional market planning and expansion steps with multiple strategies.

After the dealer negotiation is successful, the most important next step is to formulate detailed market planning and launch plans to ensure the smooth launch of the product. Strategic planning is mainly carried out from thirteen points:

The first point is the positioning strategy: corporate positioning, dealer positioning, product positioning;

The second point is the target strategy, formulating There are six goals: sales volume goals, profit indicators, channel goals, outlet goals, team planning goals, and medium and long-term planning. The goal is to achieve "five points" and "three things". The "five points" are divided into monthly, channel, product, customer and responsible person. "Three Haves" means that numbers are assessed, processes are supervised, and results are rewarded and punished.

The third key point is the competitive strategy: following, suppressing, and monopolizing. These three points must be formulated in stages based on products and products.

The fourth point is product strategy: strategic core products, sales products, profit products, image products, auxiliary sales products, stage sniper products

The fifth point It is the price positioning strategy: dominant price, sub-dominant price, nurturing price

The sixth point is the regional planning strategy: opportunity areas, key areas, model areas

The seventh point is Channel positioning strategy: profit channel, sales channel, image channel

The eighth point is the channel introduction strategy: which channel to introduce first, which channel to introduce next, and which channel to choose last

The nine points are the outlet strategy: planning the quantity distribution of each channel and determining the must-do outlets

The tenth point is the communication strategy: content, products; media selection, public relations events, promotion main lines and themes

The eleventh point is the organization matching strategy: regional personnel, account managers, sales associates, promotion personnel, and part-time personnel

The twelfth point is the cost budget strategy:

The thirteenth key point is the node strategy: determining the time nodes for advancing various tasks.

Step 4: Fully prepare people, finances, materials, policies, etc. before the new product is launched in the regional market.

Sun Tzu said in "Sun Tzu's Art of War": Soldiers are a major event of the country, the place of life and death, and the way of survival, and must be observed. Therefore, the classics are based on five things, which are calibrated and analyzed in order to explore their emotions: the first is called Dao, the second is called Heaven, the third is called Earth, the fourth is called General, and the fifth is called Dharma.

Marketing is equivalent to a battle without smoke. Only with sufficient human, financial and material policy guarantees can the smooth progress of the market be achieved, achieve the goals we expect, and lay the foundation for future market operations. Lay a solid foundation. The following focuses on the six major preparations related to human, financial, material and policy procedures:

Person: - dealer boss, the boss should pay attention to it from the awareness, and is mainly responsible for the core outlets;

—Regional manager, responsible for policy formulation, training and write-off;

—Dealer business personnel, responsible for the implementation of specific marketing actions

Finance: —Fully guaranteed, fully calculated Prepare products, promotional items and expenses according to the situation;

Items: - Wine

- Special cars, mainly car sales during the market launch period, ensuring the first time after negotiation Supply

— Promotional items: display racks/roll-ups, product brochures, wine tastings, price tags

— “Three treasures” for business personnel (calculator, diary, Business card)

Policy: - Price: The price is rigid, formulate a price system table for each channel

- Promotion: event flyer

- Rebate: terminal Agreement, order form

—Support: door, advertising, wine tasting, tasting meeting, display, travel awards, etc.

Three certificates: product quality certificate, industrial and business license , Commodity Circulation License

Method: three meetings: training meeting, internal mobilization meeting, customer promotion meeting

Step 5: Do a good job in the "ten determination" work and establish a reward and punishment mechanism , ensure the implementation of product launch.

The most core action of sales is marketing, which is the core link of sales. The specific implementation links can be said to be ever-changing, and "ten determinations" must be made to achieve smooth launch of the market.

—Determining people: Before distributing goods, sales personnel should be grouped and divided into divisions, and the manufacturer's sales personnel and dealer sales personnel should be reasonably matched. The dealer owner must attend in person.

—Determine the area: Lock the target distribution area before distributing goods, and arrange the easy ones first and then the difficult ones.

—Determine the route: Lock the distribution route of each distribution team, which is the best and scientific way.

—Determine time: Determine the distribution time suitable for different types of terminals. For example, it is best to do it during closing time when the hotel is not busy.

—Customized promotions: Plan different promotional activities for different types of terminals to ensure smooth distribution and reduce the difficulty of distribution.

—Defined language: There are different promotional words for different products, different terminals, and different people.

—Set goals: Break down the goals into each day, each group, and each terminal.

— Customized display: After each terminal completes the distribution of goods, it is necessary to carry out the construction of vivid products in a timely manner.

— Order a vehicle: The customer must allocate a special vehicle for distribution.

—Determined assessment and incentives: In order to ensure the realization of distribution goals, there must be executable assessment goals for distribution personnel, a reward and punishment mechanism should be implemented, and a certain amount of money should be spent to motivate outstanding sales personnel.

Step 6: Product sales.

Selling is the purpose of all sales. Only by realizing dynamic sales can the healthy operation of outlets be realized. Selling is the purpose and the result. All the processes are for selling. To put it simply, there are two major aspects: one is to make terminals willing to sell, and the other is to make consumers willing to buy. Push and pull to achieve the two goals of selling and buying. Common promotion tasks include:

Promotion tasks:

1. Display: Physical display is the most primitive sales task. It has become the core weapon of sales and continues to be enriched and developed.

2. Training channel members: The transmission of product information to consumers relies on the enthusiasm and skills of channel members. Therefore, training or communication with channel members is the full-time job of sales personnel.

3. Increase profits

4. Secret promotion and communication

5. Customer sentiment

6. Speaking skills

7. Tasting meetings

8. Customer networking events

9. Various exhibitions

10. Promotion - benefits

With the fierce competition in the liquor industry, the proportion of promotion work in marketing elements is increasingly declining. However, as a basic sales skill, it carries the opportunity to meet consumers, sales methods and techniques, and is still an important part of sales work. The most important thing. Everyone says that Jiang Xiaobai is a youth drinker, and there are mixed reviews. But everyone has overlooked a basic fact. Jiangxiaobai’s terminal display is the most solid and standardized among all liquor companies. From this aspect, Jiangxiaobai’s sales are good and its promotion is very good. Success has a lot to do with it.

La's work:

1. Consumer promotion activities: travel, bottle cap awards

2. Public relations activities

3. POP

4. Advertising

5. Event marketing

6. Industry sponsorship

Push and pull work are the main objects of innovation and enrichment. The job of pulling is getting more and more difficult. General awards are becoming less and less attractive to consumers. Public relations activities, especially interactive and participatory brand activities, have become popular activities among consumers. With the popularization of new retail and Internet technologies, there are more and more new tools and methods such as community, IP, communication, and scenarios, which have put forward new requirements for regional traders.

The above six major links are a closed loop of regional market sales work, and each one is indispensable. And as the marketing environment changes, marketing elements are further enriched and developed. But it never changes from its roots. The process of leading a regional market from scratch to success is actually a process of constantly completing new cycles, further strengthening advantages, and making up for shortcomings. Only systematic knowledge can solve problems. Similarly, only salespeople who have experienced the entire closed loop of the regional market can know which link of the process affects the results, and can easily review and correct them.