How to expand decoration channels?

How to expand decoration channels, how many building materials enterprises strengthen the establishment of close and even interdependent strategic cooperation systems with home improvement companies, and how to convert our channel energy into sales volume are also problems faced by most building materials enterprises. So how to expand the decoration channels?

How to expand the decoration channel 1 First, the channel background.

Hidden channels generally refer to channels that have no sales outlets, but influence or even decide consumers to buy and extract profits from them. As far as the building materials industry is concerned, it generally includes designers, home improvement companies, electricians and property management companies. For the incentive of hidden channels, we should consider the following aspects:

Is the establishment of designer resources operated by dealers or manufacturers? Generally, manufacturers set up large designer units and even designer groups, such as trade associations, influential national design units and well-known domestic designers.

And let dealers establish local designer group relations. Because dealers know the local market, it is convenient to establish and maintain daily relations with designers. The manufacturer's job is to provide services and plan corresponding activities to increase the relationship between the manufacturer and the designer.

Second, the purpose of development.

1. Expand the market influence of products, enhance word-of-mouth publicity and increase sales by expanding home improvement channels;

2, through the window of the home improvement company, directly show or recommend the sensory effect of the product to the customer, with remarkable effect and low cost;

3. Through cooperation, establish a long-term cooperative alliance relationship with the designers of home improvement companies to achieve a win-win situation.

Third, the general step arrangement of home improvement development

1. Get the target list in the early stage (target seeking period).

We can obtain the list and information of home improvement companies through the following channels; By consulting relevant information, introducing existing customers, carpet interview, advertising attraction, competitive substitution, unlimited continuous introduction and other methods, the target is investigated. When a salesman visits a home improvement company for the first time, he must know the internal situation of the home improvement company in detail, and then facilitate the backstage provision and more targeted services.

2. Establish visiting objects: home improvement company, design director, chief designer, designer and project manager;

3. Establish work objectives: educate the design directors, chief designers, designers and project managers of home improvement companies on product popularization, enhance product popularity, and establish a long-term cooperative alliance with home improvement designers, so that designers can promote certain brands and promote their consumption in the process of providing customers with full service.

4. Establish working methods: when visiting the work object, we should classify the visits, set different cooperative marketing strategies, and assign special personnel to regularly follow up the designers of the home improvement company who have visited.

5. Personnel organization training: After unified recruitment according to standards, the company will be familiar with the characteristics of products and know some communication skills after short-term training. Work characteristics should be enthusiastic, strong propaganda ability, short-term work is not smooth, and emotional negative effects should be overcome. It is necessary to strengthen business guidance and encourage and improve the information of home improvement channel specialists.

6. Forms of cooperation

1. Respect each other's staff, whether designers or business receptionists, and maintain good relations to facilitate their work;

2. Issue company VIP cards to co-designers.

3. Exhibition: with the permission of the company, conduct small-scale exhibition of products in obvious positions of the company (the entrance passage or the line of sight of the negotiation area), or place materials or post POPs in relevant areas.

4. Personnel promotion: On Saturdays and Sundays, company personnel can be sent to help promote publicity in influential companies.

5. Media promotion: If possible, cooperate with large-scale well-known decoration companies for advertising to achieve mutual benefit and establish a high-end brand image.

7. Preparations for the visit

1, after the investigation is clear, carefully prepare all kinds of materials, the cooperation and promotion plan should be as detailed as possible, consistent with the investigation, and the market competition is fierce, and never fight unprepared;

2. Items to be prepared: employee badges, small company gifts, personal business cards, product catalogs, product leaflets, product brochures, demo CDs, and letters of intent for cooperation. Pay attention to personal image and leave a good impression on customers.

3. Promotion time: Visit on Monday and Tuesday, and pay a return visit at an appropriate frequency to avoid the first visit on Saturday and Sunday, which will affect the customer's work.

8. First visit

1, pay attention to the instrument;

2, the content should not be too much, prepare the topic in advance and make a draft;

3, improvise, know the interests of the people you visit in time, so as to further talk about the visit;

4. Try to leave a certain impression on visitors, such as business cards and other items that can mark our brand or individual;

5. If the time is right, ask the visiting object for a business card;

6. Think about how to end the conversation in advance and try to leave a topic for the next visit;

7, according to the situation, grasp the length of the conversation;

9. In the medium term (communication period), understand the demand of visitors for products, such as price and color.

10, late (transaction, consolidation period

When we go through the goal-seeking period and communication period, in the process of communication with home improvement companies, they will also try to cooperate once, but they often cannot continue to cooperate with them in depth. Therefore, we can say that the later period is the beginning of our work. Cultivating loyalty to Zhuang Jie company is the focus and difficulty of salesman's work;

Analyzing the reason why the other party reached a deal with us will help us consolidate our cooperative relationship. For example, it is not recommended by the home improvement company, but the owner takes a fancy to our products and buys them (the home improvement company follows suit, and the salesman should make full use of this opportunity to deepen the feelings of both sides, because this situation shows that our communication with the home improvement company is not enough;

If it is because of the push of the home improvement company that the owners adopt our products, this situation requires us to do more after-sales service, because the owners are satisfied, which will greatly enhance the cooperation confidence of the home improvement company.

Fourth, promote the relationship with home improvement companies by means of community promotion.

The promotion of the community is largely due to the intervention of the decoration company, which will get twice the result with half the effort. Because decoration companies directly face customers, master decoration information, are entrusted by customers, trust customers and have strong sales promotion ability, it is necessary to strengthen cooperation with decoration companies around the community.

How to optimize our home channel, more importantly, enterprises should be good at summing up and finding out the shortcomings, and dig out more, finer and better new practices in the maintenance and construction of home channels, so as to make our work more effective, make our home channel more perfect and make our sales performance by going up one flight of stairs.

Verb (abbreviation of verb) after-sales service

The company provides unified installation and construction services for all orders, and pays a return visit to the owners and customers within 3 days after installation. Listen to the owner's opinion when installing at home. When necessary, register and take photos of the construction model houses after unification, which will be used as backup materials for the next publicity. After the completion, give small gifts in advance to congratulate the housewarming, form a good impression in the hearts of the owners and customers, and achieve the role of word-of-mouth publicity. If you have any questions before purchasing or using, you can directly call the service hotline for consultation.

Cultivation of intransitive verbs

Help partners become excellent design experts. Because designers involve a wide range of materials when designing projects. Generally speaking, designers are good at color and modeling, but have a poor understanding of the material itself. Therefore, the designer's understanding and application of each product is not as good as that of the manufacturer. Therefore, many well-known manufacturers like to carry out professional training on cooperation channels, and at the same time organically integrate their products into the training courses of designers. At the same time, the implication of training relationship has also established barriers to prevent competitors from entering.

How to expand the decoration channel 2 1, on-site marketing

Website marketing should establish and improve the relevant reward and punishment mechanism, customer satisfaction mechanism, employee management training and the cooperation of new media marketing departments. The person in charge of site marketing is usually the project manager, so the site receipt is linked to the site allocation of the project manager.

The site through train is also an important link, but more importantly, visitors to the site need a set of perfect management mechanism to operate the site as a shop. Xinshun's site marketing system can quickly realize site receipt. The role of new media marketing in site marketing is to influence more unfamiliar customers. Through new technology and new communication mode, your site can speak, and this persuasiveness will become very strong, more infectious than what designers and salesmen say to customers.

2. Property of the developer

The cooperation between developers and property companies can make the company more credible, and there are various forms of cooperation. It is operable to issue or offset property fees through property. The property manager leads the main material suppliers to give free gifts and hold feng shui lectures or apartment analysis meetings. The address can be a storefront or a conference room in a nearby coffee shop or hotel. There are many cooperation modes for developers' property cooperation, and each cooperation mode has strong operability.

3. Second-hand housing agency

Especially in first-and second-tier cities, the development of new houses is gradually decreasing, and the transformation of second-hand houses has become a rising star in Ran Ran. The cooperation of second-hand housing intermediary channels is not a simple drainage, but an innovation of cooperation mode. For example, as long as qualified second-hand houses can receive free gifts (electrical appliances or other large denominations) in your store, the intermediary can also get the same reward, will it lose money?

No, teacher Xin Shun's second-hand housing intermediary drainage scheme can help you achieve low cost and controllability. Second-hand housing intermediary drainage methods are not limited to these, so I will not explain them here.

4. Network drainage

Network drainage is divided into two parts, one is to pay fees to the network platform, and the network platform issues consultation calls to members, and the other is self-drainage. Self-network drainage includes the precipitation of network information. In the future, the main decoration consumption will transition to the post-80 s and post-90 s, and their similarities and differences will be inseparable from the network. Online strategy is one of the only ways for their decoration. The marketing concept of the decoration company should be: where the customers are, we will appear there.

Network drainage sounds good, but many companies don't do it, or they can't stick to it. Why? Without the support of relevant institutions, it is to build your new media marketing department. Once you set up this network drainage system, your drainage cost will be very low and can last for a long time. Whether the decoration company is doing well now depends on two points, one is the on-site management ability, and the other is your drainage cost. The higher your drainage cost, the more difficult it is to control the drainage process, and the more difficult it is for you to operate.

5. Network marketing channels

From the theory of six degrees of personal connections, it can be concluded that your personal connections are beyond your imagination, and the marketing channel of personal connections is to open your circle of trust. This is a pioneering method based on the concept of community communication, which is widely used in the decoration industry. The biggest pain point of decoration for consumers is that they cannot be trusted. The rapid expansion of contacts can help you quickly open your contacts and build trust.

6. Community promotion and marketing

Residential marketing promotion of decoration companies is an important link. For this kind of sweeping and pushing, we can cooperate with the main material suppliers to ensure that we can grasp the competition situation of the whole community and the renovation progress of each household. This time, four gifts were presented: a door cover, a disposable toilet, a disposable basin and a gift certificate. This is to expand your influence in the community and impress customers through multi-dimensional channels. This is far more significant than just handing out leaflets in residential areas.

7. Material supplier channels

The channel of material suppliers can not be ignored. There should be a mechanism for returning materials with bills. For example, if a material supplier brings one order and you return five orders, there will be a large number of potential customers in the channel of the material supplier. If we can mobilize material suppliers for network expansion or joint promotion, it is still very meaningful. Material suppliers can be encouraged to do activities once or twice a year in the form of alliance activities. One is to enhance the cohesion of cooperation, and the other is to achieve the same performance growth as material suppliers, so that others can benefit and benefit.

How to expand decoration channels? Three integrated channels

Channel: Community Deep Development System: Now it has been polished very maturely.

Channel: Brand Marketing Tool Content Marketing System: Focus on Brand Value

Channel: site capacity content marketing: in recent years, it has become a protective film manufacturer.

Channel: publishing professional books and knowledge ip marketing: professional value

Channel: ip marketing of decoration lecture knowledge: serving the owners attentively, and the return is extraordinary.

Channel: Leading Lifestyle Content Marketing: Advanced life concept touches people's hearts.

Channel: video story content marketing: everyone loves to hear stories.

Channel: annual anniversary special event blasting: anniversary is special and well-founded

Channels: various thematic preferential activities are bursting: promotion strategies are tried and tested.

Channel: preferential activities of explosive alliance: holding group promotion with material suppliers and mutual guidance of traffic.

Channel: The annual public relations activity of the annual meeting was exploded: make good use of the annual meeting, kill many birds with one stone.

Channel: store decoration, preferential activities blasting: dressing promotion, each detonation.

Channel: community accurate content marketing activities: give the right content to the right people.

Channel: theme activity blasting of design competition: design is the owner's first concern.

Channel: Blasting of the theme activity of the site competition: Delivery means giving people a sense of security.

Channel: model house collection theme activity blasting: the power of commitment

Channel: the explosion theme activity of star ip: the fan effect of star

Channel: Corporate Culture-Militarization Training Activities: Militarization Force

Channel: Corporate Culture —— Crossing Gobi: The Strength of Team Cohesion

Channels: corporate culture-training activities: releasing team potential

Store channel

Channel: Shopping center stores bring their own traffic: the first person to eat crabs enjoys the bonus.

Channel: the supermarket's own traffic: large, growing.

Channel: Street shops+eye-catching shops attract traffic by themselves: very traditional and excellent.

Channel: community store's own flow: go deep into the community and go deep into the front line.

Advertising channel

Channel: TV shopping advertisement: I want to buy it after reading it.

Channel: TV program content marketing: touching stories

Channel: radio advertisement: driving is boring, so it doesn't hurt to listen.

Channel: outdoor anti-aircraft gun advertisement: let you look up.

Channel: Outdoor taxi advertisement: a pastime in traffic jams.

Channel: subway advertisement: traffic explosion.

Channel: bus advertisement: the scenery of the city

Channel: elevator advertisement: the topic when waiting for the elevator

Channel: positioning C-end professional magazines and professional media: accuracy is the last word.

Push channel

Channel: real estate sales agent public relations: rebate, eating, foot bath center.

Channel: Bank &; Consumer finance user resources: encourage loan consumption

Channel: real estate customization hardcover: relying on relationship and strength.

Channel: all-staff marketing: the boss should force the administrative, personnel and financial signing.

Channel: The project manager will send you a receipt and return it to me.

Channel: The supplier sells you a batch of goods. If you have a receipt, give me the receipt.

Channel: square dance social promotion, grandparents see if I dance well? Please add me to WeChat.

Channel: Business school students socialize and promote students. Do you decorate?

Channel: exchange sales resources, brother, exchange resources, and we will split the money after the transaction. Come on, drink.

Channel: You can't trade with the marketing resource exchange of enterprise alliance. Give me a chance.