Shop tour KA shop tour: a small matter, the university asked.

Zhao Hua was transferred to a first-tier city to be a city KA representative. She felt that the job was easy and simple: even if she went shopping and talked about activities, there was no technical content. One day after visiting the store, the leader was furious with him and asked three questions: "Are you here on business or for a visit?" Zhao Hua is silly-patrolling the shop seems trivial, and there is a lot of learning in it.

I believe that friends who have worked or are working as representatives of city KA are no strangers to the work of visiting terminal stores, because since joining the company, many companies have asked newcomers to familiarize themselves with the terminal stores in their areas with their old businesses and visit the relevant personnel of the store business one by one. In this way, shop patrol has become the main line of the daily work of city KA representatives. Even if you become a leader one day, you still need to take the sales staff to the store often. Shop patrol seems simple, but there is a lot of knowledge in it, especially for newcomers to marketing. Pay more attention to details and don't leave a bad impression on the leaders at the first step of work.

Zhao Hua was a college student recruited by the company on campus last year. After a year's training and promotion of traditional dealer management, and in order to show the importance of college students' career development, the company transferred Zhao Hua to a first-tier city as a city KA representative at the beginning of this year. Before leaving, the leader had a talk with him, asking him to pay attention to the details in the post of KA representative, so as not to be arrogant and careless. After all, there is still a three-month assessment period after the transfer.

Zhao Hua doesn't think so. After all, Zhao Hua managed excellent customer sales data in the past year. He thinks that KA's job is not only to shop and talk about activities, but also has no technical content. The new city, the new working environment and the extensive management of the new leaders make Zhao Hua as loose as a wild horse. He thought, card's job is so easy and simple.

Three months passed unconsciously. On this day, the new leader invited Zhao Hua to visit the store together. After walking around the store for more than ten minutes, two people came out. The new leader casually asked Zhao Hua several questions: How many products does this store sell? Is it complete? How is the presentation of our products compared with the competitive brands? How is the store's inventory this month? Zhao Hua began to feel embarrassed, because he didn't know any questions asked by the leaders and didn't know why. The new leader changed his previous easy-going style and gave Zhao Hua a sweeping reprimand: he looked like an innocent person when he came out to patrol the store, more like a consumer than a consumer, and there was nothing to master when he turned around. What have you done in these three months? Are you here for business or sightseeing? I think you are more suitable for managing dealers. ...

Zhao Hua made a fatal mistake. He imagined the shop inspection work too simple-walking around the shop, looking at the products and taking a cursory look. In fact, there is a lot of knowledge in the work of going to the store. For example, the main work of daily terminal stores is divided into distribution, site selection, display, price, inventory and promotion, which is often referred to as the seven elements of terminal. For KA representatives, the process of shop patrol mainly revolves around these seven elements.

The importance of the seven elements of terminal management decreases in turn, but the influence on consumers' purchasing behavior increases in turn. Therefore, for the representative of KA, we should pay enough attention to each element in order to help the future work. Therefore, shopping is not as simple and easy as Zhao Hua imagined.

So, how to improve the effect of daily shop inspections?

Before visiting the store, KA representatives should first know the sales situation of several stores they are going to visit that day, the sales comparison in the same period, and the sales situation of competing products, so as to know ourselves and be targeted, so as to find problems in the process of visiting the store and solve them promptly and effectively.

Let's take a look at what we need to pay attention to in daily shopping to get twice the result with half the effort.

I. Distribution

Key points of recording:

1. Observe whether the distribution of products in the store is complete, and timely record the products not distributed or displayed in the store according to the company's distribution standards.

2. Pay attention to the distribution of competing products and find out whether some specifications are distributed by competing products instead of our company.

Communication points:

1. Ask the reason why the store's shopping guide doesn't deliver the goods-is it out of stock or the store's lock code leads to poor sales.

2. Communicate with purchasing, and timely place orders for out-of-stock goods. If it is a single product that is locked because of poor sales, communicate with the open code and come up with a plan to boost sales through promotional activities.

3. For the undistributed items, list the distribution plan, communicate with the company for confirmation, and enter the market for sale in time.

Second, the product display and location

Key points of recording:

1. Observe whether the display position and area of the company's products are consistent with those of the store.

2. Whether the display of the company's products conforms to the company's display principle: similar products of the same brand are displayed vertically.

3. Observe the display status of competing products to see if there are special display and stacking resources.

Communication points:

1. If the supermarket tallyman, competing business personnel and competing shopping guide make unauthorized adjustments, resulting in the deterioration of the company's product display, it is necessary to coordinate and communicate with the store manager in time to ensure the display and location of the company's products in the store.

2. Guide the store guide to display products according to the company's product display standards.

3. Seize every opportunity to improve the display position, such as the removal of other competing products (quality problems, closure, long-term shortage, withdrawal of shopping guides, deterioration of relations with stores, etc.). ).

Third, the product price system

Key points of recording:

1. Check whether the retail price of regular products is consistent with the company's requirements, and whether the price tag of store products is correct.

2. Check whether the promotional products in the promotional activities are executed according to the price in the promotional service agreement signed by both parties.

Communication points:

1. If the normal product price is abnormal, communicate with the relevant personnel of the store in time and adjust the price according to the company's requirements.

2. For the price of promotional products, strictly implement the agreed promotional price to avoid the price being too low, causing the store to drive up the price; Avoid high prices without obvious promotion effect.

3. Research behavior often happens between stores. Only by maintaining the consistency of market prices will it not affect the sales of the company's products and the normal cooperation with stores.

Fourth, check the inventory.

Key points of recording:

1. Understand and record the current inventory situation of the store and judge whether the inventory is insufficient or too high.

2. Record out-of-stock and high-inventory products.

3. Understand the promotion schedule and whether the promotional products are fully stocked.

Communication points:

1. In case of insufficient stock or shortage, communicate with the store in time and place an order for supplementary products.

2. In the case of high inventory, it is necessary to make special offers or buy gifts for high inventory products to promote sales and quickly digest inventory.

Verb (abbreviation for verb) promotion and sales assistance

Key points of recording:

1. Check whether the store promotion activities are put in place and carried out according to the previous planning and the contents confirmed with the store.

2. Check whether the store has some promotional means such as store image display and advertising to help improve the promotion effect.

3. Understand the latest market trends of competing products and store promotion, so as to avoid the excessive price difference of products with the same specifications and affect the promotion effect.

Communication points:

1. Communicate with the store to confirm the price of promotional items, special display location, special display area and quantity, and ensure that the store's promotional materials and images are vivid.

2. Keeping abreast of competing products and reporting to the company will help the company make policy adjustments as soon as possible to prevent the impact of competing products.

3. Timely adjust the promotional products with the same specifications and lower intensity as competing products to improve the pertinence of promotional products.

To sum up, KA representatives' visit, communication and follow-up report on store procurement are the guarantee of store inspection effect, and completing the above work is only the first step to complete daily sales work. Next, the KA representative should communicate with the store procurement or company manager in time according to various problems encountered in the shop inspection, so as to solve the problems in time. Therefore, KA's daily shop patrol, as a basic course of terminal management, seems trivial, but in fact it has a lot of knowledge. To sum up in one sentence: KA's shop patrol is no small matter, and the details are managed!

(Editor: CZ201011@sohu.com, Chen Zhan)

The main work of daily terminal stores is divided into distribution, site selection, display, price, inventory and promotion, which are the seven elements of the terminal. For KA representatives, the process of shop patrol mainly revolves around these seven elements.