Where does the cabinet salesman start? . . . Thanks again

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Cabinet sales skills?

1. Have a full understanding of the products you sell. ?

2. Keep a good attitude. ?

Don't treat customers as gods, treat customers as friends. ?

4. Be honest with each other and don't make random promises. ?

5. Learn to chat with customers. ?

6. Think from another angle. ?

7. master counter-offer skills. ?

8. Always know the inventory. ?

9. Make an effective return visit. ?

1. What are the characteristics of cabinets as commodities?

1, expensive-> every customer should look carefully?

2, complex-> every customer can't understand?

So you need higher sales ability?

Second, how did the marketing ability of cabinets come from?

Myth: "Don't know the product knowledge in detail, only explain it from the big picture, not involving details"?

There are many ways to explain sales, and each way has a successful precedent, but not every way is suitable for the sales of the whole kitchen. But at this stage, it is absolutely impossible to sell the whole kitchen in China without telling the details. "

Because the market is becoming more and more mature, it was four years ago that you could sell without explaining product knowledge. ?

What is the knowledge of a cupboard in China?

The first part, the advantages of the main components of a cabinet in China:?

1. What are the four advantages of a cabinet painted door panel in China?

(1), ordinary baking paint is only baked once or twice. The baking paint of a cabinet in China is polished and polished repeatedly after baking the paint once, then baked for the second time, and so on for 8 times, and finally polished. It is an international standard 8-layer baking paint method. ?

(2) The paint world of a cabinet in China insists on using the paint imported from China, which has first-class environmental protection performance, and uses one paint for a long time to avoid color difference. ?

(3) Anti-ultraviolet agent is added to the paint of cabinets in a certain country, which can effectively prevent ultraviolet rays and will not change color after 300 hours of strong light irradiation. Normal use 15 years does not change color. ?

④ The base material of a cabinet door panel in China is high-hardness and high-density board, and the fibers of this board are all finished wood fibers. Generally, the waste crushed fiber can be used for density board to save cost, with low strength and poor hardness. ?

2. What are the four advantages of an antique PVC cabinet in China?

(1), the PVC used in a cabinet in China is an international standard PVC film with a thickness of 0.25mm, and generally the domestic PVC film below 0.2mm is used. ?

② The supplier and cooperative supplier of a cabinet in China has the largest plastic suction equipment in China, specializing in the production of plastic suction door panels, ensuring that the whole production process is mechanized and dust-free, and that the PVC door panels of a cabinet in China are free of any dust particles and will not crack after being used for more than 15 years. ?

(3) The antique PVC of cabinets in a certain country in China is a hard PVC film, which ensures that it will not age in 15 years. The soft PVC film used by ordinary manufacturers looks the same after hardening treatment, but it will age after 1 2 years if it is rubbed hard by hand. ?

④ The PVC door base material of a cupboard in China is also a high-hardness and high-density board, and the fibers of this board are all finished wood fibers. Generally, the crushed fiber of waste can be used for density board to save cost, with low strength and poor hardness. ?

3. What are the four advantages of cabinet hardware in a certain country?

(1), we use the national famous brand XX hardware. ?

Our boss used to be in the hardware business. Every accessory we use is our boss. We personally went to the factory warehouse with vernier calipers and magnifying glasses. We choose carefully and can usually choose one from more than a dozen. ?

Look at the color of each piece of our hardware. Even if it is the same brand, the color and feel are different. We are all selected near-perfect products, as long as the general manufacturers are qualified. ?

④ Our hardware installers have been trained by hardware suppliers for more than one month. ?

4. What are the top ten points of a cabinet countertop in China?

It is a high-tech product made of high-performance resin, natural mineral powder and natural pigment by high-temperature polymerization. This product adopts American advanced technology, combined with many years of production experience, and technically reaches the international advanced level, ranking first in China. It is the best choice for cabinets and countertops. ?

High performance resin 35%?

60% aluminum hydroxide (the main filler of toothpaste and tableware)?

Pigments and auxiliaries. 5%?

Top-class materials of international quality surpass ten advantages in an all-round way:

1 has high antibacterial properties and is a functional antibacterial material. ?

2, absolutely green products, safe contact with food. ?

3. The color difference after strong light irradiation is less than 0.92CIE, and there is no color difference by visual inspection. ?

4, super high temperature resistance, cigarette burning without trace. ?

5, super toughness, 244CM market up and down shaking unchanged. ?

6, super dense, cola, soy sauce can be rubbed for 24 hours. ?

7, super impact resistance, half a catty of iron balls will not be broken when falling 0.6 meters. ?

8. Super crack resistance, with a cracking rate of 0.27% in 10 year.

9. Three-in-one special glue, one for each color. ?

10, processing and installation specifications, not afraid of time-consuming and laborious, in line with standards. ?

To formulate terminal marketing strategy, we must follow the following principles:

Principle of regional characteristics: Cabinet enterprises should formulate corresponding terminal marketing strategies and implement regional terminal characteristic marketing methods according to regional distribution, consumers' consumption habits, consumption characteristics of regional markets and terminal network characteristics. ?

Principle of cultural marketing: In addition to meeting consumers' living needs, any cabinet product of a cabinet enterprise should also spread and interpret a national and modern culture from the aspects of product advancement, convenience of use and emotional satisfaction in the use process, or cultivate consumers' brand-new consumption habits, create a cultural atmosphere and implement an advanced concept, so as to realize the marketing strategy of the enterprise. ?

Principle of emotional marketing: With the strengthening of consumers' consumption consciousness and understanding of cabinet products, the consumption concept is more and more rational and the demand level is higher and higher. People have gradually evolved from simply pursuing the practicality of products to emotional needs other than practicality. Whether a product can convey certain emotions to consumers often determines consumers' attention and desire to buy this product. Therefore, when formulating terminal marketing strategy, we should firmly grasp some demands of consumers, on the one hand, create an emotional atmosphere in sample design and advertising appeal, on the other hand, let consumers experience this emotion in the marketing process, thus cultivating consumers' psychological experience and becoming the emotional carrier of such consumer groups, which determines whether the promotion of cabinet products of an enterprise is successful. ?

The principle of cultivating brand affinity: brand affinity, including its appeal to sales networks and consumers. When making terminal marketing strategy, cabinet enterprises should fully consider the role of this strategy in cultivating and enhancing brand affinity, and let dealers and consumers get tangible benefits through various publicity and promotion activities, so as to cultivate their loyalty and trust in cabinet products. ?

Market competition principle: according to the characteristics of the market and competitors, cabinet enterprises should try to avoid using the same or similar methods to participate in the competition with competitors, but should look for weak links from the market and competitors, attack their weaknesses and create their own characteristics, so as to achieve the goal of winning. ?

Principle of key strategy: No matter the local market or the national market, the product marketing strategy of any cabinet enterprise should reflect the difference between key, sub-key and non-key, and make different marketing strategies for different markets. ?

Terminal marketing strategy?

Terminal marketing strategy includes the following aspects:

Direct terminal marketing strategy: Cabinet enterprises should reduce intermediate links and strengthen the control of terminal network. Cities at all levels directly establish dealers, franchisees and self-operated stores, without secondary dealers. Companies and distributors directly operate terminals in this city, and establish a terminal network that can be directly controlled by the company. ?

Gradient development strategy: on the one hand, cabinet enterprises take key cities in key provinces as the center and radiate to the surrounding areas, forming a gradient development trend; On the other hand, focusing on key building materials supermarkets, radiating to other building materials supermarkets, forming a gradient offensive situation. ?

"Keeping quiet by moving" strategy: When aiming at difficult markets or difficult end customers (such as real estate developers), cabinet enterprises should first fully develop the surrounding markets or customers, form a good brand effect and sales situation, and finally force difficult customers to reduce cooperation access conditions. ?

Key market strategy: the market that plays a key role in the overall sales process or overall situation of cabinet enterprises can concentrate the manpower, material resources and publicity investment of enterprises and overcome them in one fell swoop. ?

Avoidance of reality and virtual strategy: in view of the strong market investment of competitors, combined with the strength and strategic deployment of cabinet enterprises, carefully analyze the situation of competitors and markets, and find the weak links of competitors and markets to launch an attack. ?

Personalized marketing strategy: on the one hand, it forms strong personality differences with competitors in cabinet products, on the other hand, it reflects the differences in marketing methods with major competitors. Highlight your personality to attract consumers' attention and desire to buy. ?

Partner marketing strategy: when promoting the company and brand, form a strategic alliance with cabinet enterprises, distributors and major terminal networks, establish a perfect partner system, let * * * operate the market, and * * * promote it, so as to achieve the goal of * * * common profit. ?

Green marketing strategy: Green marketing refers to fully embodying environmental awareness in the whole marketing process, adopting safe, hygienic and pollution-free production and sales methods, providing consumers with products and services that are conducive to sustainable utilization of resources and have no pollution or less pollution, and guiding and meeting consumers' needs for environmental protection and physical and mental health. Green marketing adapts to the environment of green era, meets the needs of sustainable development strategy, and is conducive to enterprises to obtain reasonable economic benefits. The implementation of green marketing urges cabinet enterprises to combine economic benefits, social benefits and ecological benefits; While improving economic benefits, we will protect the environment, save resources and protect consumers' physical and mental health. The rise of green revolution and the implementation of sustainable development strategy, on the one hand, brought pressure and challenges to cabinet enterprises, on the other hand, brought development opportunities to enterprises. Only with a strong sense of social responsibility, the cabinet enterprises integrate the green concept into the whole marketing process and actively carry out green marketing can they seize the new market opportunities and not be eliminated by the times. The general requirement of green marketing implementation is to attach importance to environmental protection and implement green consciousness in the whole marketing process and at all levels. Establish the concept of green marketing and collect green information accurately. On the basis of analyzing the operating characteristics and conditions of enterprises, collect information such as green market information and green technology information, and develop and produce green products. Green products are the basis and key of green marketing. R&D and green product production systematically integrate green concept into product R&D and product production process. ?

Management of terminal marketing?

After establishing the terminal marketing system, the cabinet enterprises should strengthen the management of the terminal marketing system, including the following aspects:

Terminal network management: according to the characteristics of different terminals and the personality characteristics of the same terminal customer, corresponding management methods are formulated, and classified management is carried out by special personnel. ?

Price management: in accordance with the principle of unified management and unified price, we will carry out strong price monitoring according to the characteristics of local markets, avoid disturbing the painstakingly cultivated markets with our own products, properly allocate the price difference between different channels, and fully mobilize the enthusiasm of end customers of all channels. ?

Dealer management: manage the market price control of dealers; Manage the economy and personnel of dealers. ?

Marketing team management: manage sales assistants, promotions, marketers and end customers. ?

Sample display management: sample display management of dealer outlets and stores, including timely product updates. ?

Transportation and circulation management: management of transportation, installation and after-sales service of cabinet products. ?

Terminal marketing cost management: specify appropriate standards and strict review and supervision procedures. Strictly monitor and manage the expenses arising from marketing links such as promotion expenses, advertising expenses, marketing personnel expenses and management expenses, and reduce unnecessary marketing expenses. ?

Publicity materials management: establish a set of management and supervision methods for the collection and distribution of publicity materials, and implement specialized personnel for effective management. ?

In the final analysis, the key to terminal marketing management in the cabinet industry is five "in place":

"Products in place": The process of cabinet products from manufacturers to consumers is completed through sales channels. No matter which sales channel mode is adopted, it is necessary to ensure the smooth flow of products through a series of interest policies, logistics policies and financial policies. Therefore, "products in place" is actually the choice of channel mode, the formulation and implementation of channel policies for cabinet enterprises, and the business departments, logistics departments and regional sales teams that ensure the formulation and implementation of channel policies. ?

"Brand image in place" refers to the carrier with brand image at the sales terminal, including sample display shops, product samples, promotional materials, clothes of promoters, etc. Each terminal should have a sufficient number, prominent position, distinctive and unique image, and be unified and coordinated. This shows that cabinet enterprises must have a unified and perfect brand planning, a unique brand concept and a brand image that keeps pace with the times. Of course, the implementation of brand image in the sales terminal should also have corresponding standards. ?

"Personnel in place" means that sales personnel with strong affinity and promotion ability must be stationed in dealers, franchisees and direct stores. To achieve this, we must have a set of work systems such as sales staff recruitment, training, job counseling and daily management, and set up corresponding management positions, such as managers and supervisors, to ensure the implementation of the work system. "Personnel in place" actually means that the organizational structure, working system and process of cabinet enterprises are in place. ?

"Promotion resources in place": It is necessary to allocate enough promotional materials and promotional gifts at the retail terminal to reduce the sales difficulty of promoters and improve the terminal turnover rate of cabinet products. To do this, cabinet enterprises must have a marketing department with strong creative planning ability and a front-line terminal team with strong execution (including managers, supervisors and promoters). ?

"Management in place": In order to ensure the above-mentioned soft and hard terminal resources to play a role, cabinet enterprises must establish corresponding management systems and form management systems. Such as hard terminal management system, soft terminal management system, organizational structure and post responsibilities, terminal information management system, etc. , to ensure that the release of work orders, timely feedback of terminal information and reasonable allocation of terminal resources can be carried out efficiently and accurately. ?

In a word, in order to develop cabinet enterprises, we must establish a perfect terminal marketing system, strive to mobilize the enthusiasm of people at all levels, and effectively manage them, and finally achieve the goal of effectively controlling terminal marketing.