What principles, layout and direction should agricultural salesmen master if they want to break through sales?

Some well-done agricultural salespeople have been looking for the goal of job-hopping, while others who have not found the sales tips are stepping up their study of sales skills to avoid being fired by the company. Contact the actual situation here to help the hesitant agricultural salesman make a summary of sales breakthrough. I hope it is useful to everyone.

Before the meeting, the agricultural salesmen were together, and there was a me inside. Can you know me? How many years have passed?

? First, combine our marketing strategy to make sales (1 layout)

First of all, this article is not about theory, but a summary based on my own experience in agricultural sales, which may be helpful to novice salesmen. Some old salesmen have the overall situation, so they can jump directly to the third point and look at three directions.

It is not surprising that some agricultural product salesmen have not found a way to sell agricultural products for a year, because they don't know what their purpose is, whether to find a job, go out to see the world, or get to know more people and expand their pulse reserve. These days, four or five agricultural salesmen chatted with me online, trying to find out the essence of sales. A friend of theirs told me that I would be transferred to Guangxi and Yunnan for marketing next month, and I didn't know where to start. Another salesman said that he was doing well in Henan and was transferred to the southwest to do marketing, which made him puzzled. Another salesman said that he didn't complete the task given by the department this year, and the leader would deduct his bonus. How can he finish the task?

I congratulate them, because it is a good thing to have a better market to exercise themselves.

Yesterday, I saw a data, one is the ranking of sales and profits of national fertilizer production enterprises, the other is the ranking of sales personnel of national fertilizer production enterprises, and the other is the ranking of total wages of national fertilizer sales personnel. I am interested in two figures, one is the number of fertilizer salesmen, and the other is the sales volume of a single fertilizer. From this we can find a problem. It is not that the greater the output, the more salespeople there are, nor is it that single people sell more, and single people earn the highest salary.

That is to say, the nutrition strategy of each agricultural producer is different, and there may be great differences. We agricultural sales staff must understand this marketing strategy and find the most suitable agricultural sales method. For example, some agricultural salesmen are assigned to a certain market. The initial sales volume of this market is 1 1,000 tons, but it will be easy to win, but the return is not high. This is the market laid by the predecessors and does not represent their own ability; Some agricultural salespeople are assigned to a blank market, and they will try their best to sell only 1000 tons, and they will also get better remuneration. This is the difference.

Some salespeople can also see that manufacturers are mainly in the northern market and suddenly increase their troops in the southwest and southeast markets. If they can send you there, it can already prove something. Some manufacturers are the national market from the beginning. If you suddenly withdraw your troops and only do a few areas, your sense of crisis will arise. The company's marketing strategy determines the survival of business personnel, and marketing strategy can also determine the development of business personnel. As a marketer, do you have a thorough understanding of the company's strategy? If you can't figure it out, you can only be a businessman who muddles along.

Walking on the road is the daily work of agricultural salesman. This photo is of me at the entrance of a village in Shanxi.

? Second, the principle of benefiting the company and the principle of benefiting customers (two principles)

Only when I know enough about the company's marketing strategy can I make the corresponding marketing plan. Give me a compliment if you agree. For example, under this year's epidemic, the voice of agricultural materials e-commerce is getting higher and higher. Has your manufacturer considered docking transformation? Are you ready for this change? This is the opportunity.

In the actual marketing work, I think there are two favorable principles that you must have, which are the killer weapon to open the sales door:

The interests of the company are the first, and business personnel always consider the interests of the company first.

1, which is good for the company.

I am a technical secondary school graduate majoring in agricultural mechanization in the early 1990s. At that time, I also entered an agricultural circulation enterprise. The idea that enterprises instill in us is to increase the company's profits by using various sales methods for the benefit of the company. I went to pick up the goods on a business trip and didn't mention it for several days. I felt helpless when I saw someone else driving it away. How did this happen? Later, I called the manager, who asked me who I met and what I said. I said I only saw the sales director. Every time he says he can't deliver it this year, I turn around and leave. The manager said that you can't stay a little longer and talk to the sales staff there. Yes, I will stay all day next time. I won't leave until they get off work. I'll do it when it's their turn to clean the table and sweep the floor. When it was their turn to have a meeting, I went to get hot water. Sure enough, the goods arrived two days later.

This is just an example. I think salespeople must be witty and diligent. As long as they can get the goods back to the company quickly, they have to find a way. For today's agricultural producers, business personnel should at least think about how to make the company earn the maximum profit. For example, the most confidential sales strategy formulated by the company is the price strategy and commission mechanism. The price determines the company's profit per ton, and the commission determines the salesman's income. These two items must be mutually exclusive. When we disagree with these policies, we can propose changes, but as long as we accept them, we must resolutely implement them and no longer doubt them. I think this is the greatest support for the interests of the company. Some agricultural salesmen always make irresponsible remarks about the company's policies in their business activities, which is not good and will have a negative effect on their sales.

Communicating with customers at any time is one of the daily work of agricultural sales staff.

2. It is beneficial to customers

Often see you do better than him in the same market, he will wonder why? If you don't understand, you will find some reasons. In fact, you did something beneficial to your customers.

Agricultural salesmen often encounter incomplete product specifications. Customers need this model, but factories don't need to queue up for payment. My approach is to communicate with the company first, and we must implement it as scheduled when it is confirmed. Salespeople often encounter the phenomenon that the company does not make profits to customers. My practice is still that what I say must be carried out in accordance with the documents, and the profit-making return to customers will be completed within a time limit. This makes me recognized by my customers, so it is more convenient to communicate with them. Basically, my opinion is not too out of line and I will support it.

So the actual respect for customers must come from one thing at a time. We don't do anything that harms the interests of the company, but we will never let our customers suffer from the company's point of view. This is the cornerstone for agricultural marketers to generate high sales step by step.

Agricultural salesmen are always among farmers.

? Third, agricultural technical support+marketing plan+field research (3 directions)

Novices in agricultural product sales think that sales are so difficult that they can't get good sales no matter what they do, or how much effort they have to make to get good sales. In fact, agricultural sales are all like this. If the salesman doesn't actually invest in the countryside, it really won't produce sustained high sales. This old farmer should agree more.

Agricultural technology, marketing plan and research are the three absolute swords for agricultural sales to achieve high sales volume;

Businessmen always give farmers agricultural technology training, which was taken in a county in northern Shanxi 10 years ago.

1, agricultural technical support

Now the agricultural salesmen are basically trained, and there are full-time agricultural technicians to do technical marketing. Some salesmen think that they can completely get rid of agricultural technology and do sales full time. This is a wrong understanding.

I remember one year I met a problem in Wutai County, Shanxi Province. The same variety of corn was planted in two connected plots, but the yield of corn was quite different. Farmers just don't give fertilizer to dealers, and dealers run away several times in vain. When I first went there, I met the farmer at his home. Anyway, our fertilizer has reduced his output and the neighborhood is so good. I suggest going to the ground. After the past, it is a land. Others' is in the east, his is in the west, and there is no ridge in the middle. At that time, only corn stubble was left, and the land was barren. How can we determine the growth at that time? This is jen, too.

I called a dealer and asked him if there was such a situation. He left me a message saying that if the yield of the same piece of land is really different, there are only two possibilities, one is that fertilization is not in place, and the other is that there is something wrong with watering. I think this is dry land, too. How can it have anything to do with water? Re-enclosure found a slope at the northern end of the old agricultural land. It seems that the water on the mountain will rush down here to drain, and this is not the main drain. The rain will rush directly into the old farmer's fields. I asked my hometown how the rain was this year. He said no problem. Why else would anyone play so much? I pointed to this slope and asked the old farmer if the corn near this ditch had not grown yet. He looked at it, put his hands behind his back and went straight home. It turned out that the old farmer's corn was washed by water many times, and the corn beside the ditch really didn't grow into anything. The corn couldn't be sold, and he wanted the dealer to bear some losses for him, but he didn't expect the calculation to be wrong.

Agricultural salesman and distributor are together, which means former business colleagues and customers are together.

2. Sales plan

I have a habit that no matter which market I am in charge of, I will discuss his sales strategy with the dealer. For example, when I was in charge of the northern plain of Shanxi, the dealer was a layman, but a timber business owner sold fertilizer because he had funds. It is right to talk to him about strategy. At that time, he said that in order to sell this fertilizer, he had done a comparative experiment for two years, and he didn't officially do it until he performed well. He said he wanted to sell 1000 tons in two years, and I said yes. One of the ways is that the profits of the third-level dealers in counties and townships are sinking step by step, leaving only 50 yuan/ton at the county level. He agreed. Of course, the latter went well.

By the same token, if the marketing plan is done correctly, not only the dealers are full of energy, but also the sales staff will have a sense of accomplishment. Shaanxi market is recognized as a good market. There are many fruit trees and strawberries in the greenhouse. Dealers always say that the company's support is not enough. When I took over, it was autumn fertilization of fruit trees in the second half of the year. At that time, Xianyang only had some county-level markets. Because it is close to Gansu, I proposed to develop a large household around Jingchuan, and promised to use all winter shears of fat households for free, provided that the sales volume doubled and the dealer agreed. That year, the dealer basically completed the task. In addition to giving rebates to dealers and subsidizing winter shearing expenses, I also organized a winter shearing team of more than 20 people, all of whom were dressing the, which was also a beautiful landscape at that time.

Agricultural salesmen must be solving the practical problems of farmers at any time, and there will be no day and night when they get off the market.

3. Field research

As mentioned above, some novice salesmen are very worried about working in new markets, thinking that customers in new markets are difficult to develop and their sales volume is unstable, and they are worried that they will not get much commission. In fact, I think this is an unnecessary idea. Now that the company has decided to develop this market, there must be a better idea. For example, the company strategy mentioned in the first point has changed. Under such circumstances, I think it is an opportunity, or an opportunity, for business people to take the initiative to assume this responsibility.

Doing field research in new markets focuses on three points: the distribution of relevant departments, distributors, brands and crops. These three aspects of research are introduced in detail in my column for your reference. What needs to be explained here is that as agricultural managers, they should be willing to go out, go to the countryside, go to the homes of ordinary people, go to orchards and go to the fields. As long as they walk around the market and master the market information, they will draw a sales model in their minds. The more you go, the more dealers you will naturally form. If they go, they will hear more about the sales loopholes of other brands and naturally form their own brand marketing plan.

Agricultural salesman is always in the field, which is the battlefield of salesman. The picture shows the salesman taking soil.

Today, I talked about the sales breakthrough of agricultural sales staff, mainly aiming at novices, fully grasping the company's marketing strategy (1 layout), fully grasping the most favorable aspects (two favorable principles) for the company and customers in the sales process, and focusing on three sales directions combining agricultural technology, marketing plan and field research. I believe that even the agricultural marketing personnel who have just entered the business will have confidence. During this period, I can talk about some of my own sales cases for reference only. With the development of the times, sales are also increasing. Please don't copy at will.