Shoe industry: How agents capture the hearts of terminal dealers
Symptoms: A friend who works as a front-line marketer in the shoe industry asked: “Why do so many customers come to our stall to see us, but so few customers agree to run our brand? We finally held a meeting I pinned my hopes on the ordering meeting, and the result was the same. There were a lot of customers who came to observe, eat, drink, and get some. Everything was fine, but there was no clear intention to cooperate. Even after the ordering meeting, I didn’t even get a phone call. No, it’s like that’s not the case.”
On one side, the agents (branch offices) are eager to attract investment. They spend high marketing costs and hold order meeting expenses, but they cannot attract effective dealers, and there are even very few interested customers. On the other hand, they are faced with the distribution problem. The lukewarm and unclear attitude of the dealers really made the agents confused and helpless.
The author has worked in the first-line market for many years and has a deep understanding of the terminal market. This article will not discuss how to formulate and implement investment strategies, how to layout outlets, etc., but will provide a detailed analysis of the above issues.
Focus on the customer category
Nowadays, there are roughly three types of terminal retailers who go to the market to choose brands: one is in the shoe retail industry for many years, starting with low-end shoes in the market, but due to market pressure, they gradually transformed into branding. This type of dealer is relatively low-level, has become accustomed to being free and loose, and has no concept of brand operation; the other type is that the results of operating other brands are not satisfactory, and they want to change to another brand, but they think that they have been making shoes for many years and they are very good when they open their mouths. That kind; the other kind is that I used to work in other industries, but I just got involved in the shoe industry and want to choose a brand to operate. Then some people can’t help but ask: “Then why are there no good customers who operate other brands, and now want to open another store to choose brands?” In the actual market, this part of customers still exists, but they do not belong to the The types of customers listed above choose brands in the market, because these customers are better managed, relatively familiar and understanding of brand operations, and know themselves and other brands in the market. If they want to open a new store, they can do it individually. There is no need to choose a brand at all, he will directly go to the brand in his mind, and there is no need to choose in the market.
In view of the characteristics of the above types of customers, they went to each stall in the shoe store and looked around. The first thing they wanted to ask was: “What is the price of your shoes? How can the container afford it?” Many agents will ask: “Where can I buy it? ?” After getting the answer and confirming that this place is still a blank market, the agent answered the above questions truthfully. After getting the answer, the dealer would say that I would take a look first and then leave in a hurry, and then leave and never return.
What’s the problem? The reason is that your answer did not satisfy the dealer and did not give him what he wanted, so you failed to impress him. If you want to have a good answer, you must have a good way of asking questions. However, the common characteristics of the above three types of customers (not knowing shoes) determine that they cannot ask better or deeper questions. This means that they cannot put high requirements on their questions, but your answers must be in-depth and thorough. To be attractive to customers. Otherwise, no matter how favorable our investment conditions are, and even if we say that we provide free software and hardware decoration, free distribution of goods, and “consignment sales”, he will not know whether it is true or not, and will eventually leave. So how do you answer these questions from customers and how do you communicate with them?
How to answer customer questions
When customers come to the stall to check out the money, they can take the initiative to ask about the other person’s background. When it is determined that the area is still a blank market or is still within the investment quota, you can chat with the customer and invite the other person to sit down and chat. You can ask the following questions in order: the specific location of the customer’s store, business site, business form, current brand, business situation, customer’s business history, existing brands and operations in the local market. Don’t ask: Why did the original What if your brand doesn’t do it anymore? (It must be because the business is not good that you don’t do it. It’s hard to talk about it.) What brand do you want to choose now? (They themselves don’t know what brand to choose, so it’s difficult to answer) and so on.
While the customer answers the above questions, the agent begins to paint a business picture of the local market (a market he has never been to) in his mind. Or judge whether the above issues stated by the customer are true (people who have been to the market are familiar with it), and use this to judge the dealer’s character traits and integrity. Based on his above statement, make a professional analysis of the market, such as operating costs, Profit analysis, prospect analysis, market analysis, etc. ultimately lead to business brand analysis. Put the above analysis in front of the dealer, and then recommend it by quoting successful cases in the market that are currently operating this brand similar to this dealer. If there are examples, it is best to supplement them with photos, which will be more convincing.
At this time, customers have already developed a strong interest in the brand and will ask about their concerns and the company’s relevant marketing policies. At this time, you can introduce the marketing policies of your branch (agency stall) to customers, and at the same time follow up Customers introduce their own marketing models and operating methods, and pay more attention to their own marketing models and operating methods.Differentiate yourself from other similar brands (in today’s market with homogeneous products, this is the key to attracting customers), and then carry out targeted communication in response to some of the customers’ questions, answer some of the customers’ questions, and finally determine the customer’s intentions and make an agreement Make a decision after taking time to inspect the local market. Leave the customer a copy of relevant information about the brand and the customer’s contact number and address.
It is very important to leave the customer with trust during the first communication. Your dialogue should reflect your responsibility for the customer’s interests and make him feel at ease. He is not a mercenary businessman. You can also ask him to check out the areas nearby him that are doing well. Market, let him experience it personally, it will be more effective
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