The competition in the hardware industry has become more and more intense today. Why is it so fierce? First, there are more and more hardware companies in the country. There are many hardware brands that are launched. Second, the resources of hardware terminal stores are limited. Everyone is competing for these hardware terminal stores. Third, Many agents in the hardware market are almost blank because of the talent team's construction problems, and the development and service of the hardware market are almost blank, leaving their retail customers in an unrelenting state for a long time. Most of these hardware agents still follow Money, I give goods this kind of extensive operation.
Because of the homogenization of this marketing model, vicious competition is bound to take the lead. Therefore, everyone in the sales season has a lower price than you. You allow partial exchanges, and I will exchange goods in full. These factors directly cause operational pressure on the hardware dealers, and the retail customers of these agents have not been really promoted in this way because of this business model, and there is no high operating profit. The lack of hardware brand loyalty once There are other brands in the market with excellent market performance that will cause them to lose their confidence in the brand. Some customers who work with you to develop better will also withdraw because your business model cannot meet their development needs.
As a result, many hardware brand agents are looking for new ways of operating the market. A large number of people have chosen to “get out and get back†this way to intensively cultivate their own market, get out of the passive situation chosen by others, and change their own initiative to go out and find suitable candidates. This part of people has already Business" has grown into a "business". They also obtained market initiative and seized market terminal resources. They provided necessary services to the market. Many retailers do not have to wear Starry Moon, they get up early to get goods from the wholesale market, they can get good at home. Service; With the development of this situation, there will be more and more retail customers who tend to make fixed brands, and fewer and fewer retail customers will come to the hardware wholesale market. Agents, please think about it. By that time, what kind of customers will you wait for in the wholesale market? How much business can you do?
So how can we do our own market?
1. Understand your effective market number
Dear friends, do you have a map of your jurisdiction in your office? You don't know how many prefecture-level cities in your province? How many county-level cities? How many districts? How many counties? Have you considered? This question? You must be very clear about your area. There must be a map. Doing business is like fighting, you fight and you don't have a map How to fight? Find your effective market number in your jurisdiction through the map, point your effective market on the map with red dots, at a glance, see very clear.
Determine your development priorities, which cities can develop the type A premium customers you order, which cities and counties can develop B-level customers with volume reaching more than 70% of all your products, and which cities can develop the volume to reach you For more than 50% of all Class C customers, calculate your market capacity based on this development principle. Then analyze your current sales network and sales, and the gap is your goal for this year.
2. Establish brand image shop
From the retailer's selection habits analysis, we can clearly see that in the homogenous brands, they often choose to look at your brand's store image and service quality, and the standardized store decoration will have a strong brand appeal.
3. Establish customer data card, better management and service retailer
Agents need to establish customer data card, record customer details, customer level, each purchase and transfer record; through the purchase transfer record can analyze which models are best-selling, which models are not selling, for the best-selling goods should be promptly on the goods , For the not-selling products, you can call them to communicate and assist with the deployment.
At the same time, through the customer’s purchase record, you can also analyze which goods the retailer has been on, which items have not yet been sold, how much sales they had last month, how much sales they have for the entire quarter, and analyze their profitability for each customer’s The profitability needs to be known.
Arrange special staff to call them regularly to understand the sales situation, understand the assistance they need, and understand the information on the end market sales. Communicate in time with the retailers according to the specific style of their own stocking, and let the retailers adjust their push plan in accordance with your product structure.
4. Analyze your customers and determine your customers' development ideas
Hardware dealers can identify valuable retailers based on their operating capabilities, annual sales, market share of customers, market share growth, and market credit.
For retailers with large volumes, good market reputation, high credibility, strong business abilities, and a clear development goal, agents should focus on development and support them to become your core customers.
For retailers with weaker operating capacity but higher credibility, agents should give more support and guidance to help them improve their operating capabilities and confidence; retailers with weak operating capacity and low credibility should try to avoid In cooperation, such customers often occupy the ground and do nothing.
Hardware dealers determine through analysis of their customers, which customers should supply their sources of supply, make them profitable, and develop them into core customers that can match your development of the ordering model next year. Which customers have cultivated value, they will be trained to become key customers who can be fully matched by specific services; which cities are currently still blank, new customers should be developed this year; which cities have some non-behavior retailers? We need to eliminate them and redevelop? Your goal this year is how many core customers will be developed, how many key customers will be cultivated, how many new customers will be developed, goals will be set for your own customers, and you will follow this line of thought. Realize your sales goals.
5. Development market blank point
Now that many hardware agents no longer sit in stores and other businesses, they begin to go out and make retail store visits. They may not be able to tell the theory of terminal marketing, but they are already doing it. Only by mastering the terminal sales network can they truly grasp the market and be invincible in the fierce competition in the future.
The terminal is where real sales are achieved. Terminal development, from development to management to the formation of a fixed network requires a lot of investment and a long period of time. In this process, the economic benefits may be poor, but this is an investment in upgrading your core competitiveness and is an inevitable experience. The process requires courage in this process, requires perseverance, and requires more sensibility and determination - because this is a requirement for the development of the market environment, it cannot be avoided. Agents do not want to be eliminated by their peers in the market tomorrow, and their own terminal network construction is the only way to go. This is the trend of the times. If the fittest survives, you will not do it. If others do it, you will be eliminated.
Hardware agents and retailers are like families, agents are parents, and retailers are members. Agents can't “beloved†or “arrogant†about retailers and let them go. We must understand that good retailers are “managedâ€. What comes out is not "pampering"; good retailers are "teaching" out, not "going out".
It is hoped that various hardware industry agents will conduct a detailed analysis of the entire market structure, find out the key links and work hard to solve them. We must not allow customers to remain in a state of long-term laissez-faire. We must change the rules of the game of cooperation with retailers through "management", "teaching" and "exciting" methods. We need their cooperation to improve our competitiveness to meet the future. development of!