In-depth marketing: new tactics for coating sales

I once had a close relationship with the pioneers of in-depth marketing, because I admire the predicament of strategic marketing thinking that is domineering and novel, so I don’t notice much more. And I have tried to use it in actual operations. Later, because of various reasons, I failed to complete the entire process of system implementation, but I have consciously gained a lot of money. Therefore, I would like to share with the paint marketing community.

In terms of the in-depth marketing concept, the core consists of four major elements: niche markets, core customers, terminal networks, and customer advisors. It forms a set of actual and effective sales models from the aspects of improving corporate dominance and the value of customer relationships, controlling the terminal, and gaining competitive advantages. These four elements are isolated and common, and once integrated, they appear. Unusual power.

Salespeople who have been in the sales field for many years know the importance of the base area. From the battle of Lin Biao in the northeastern battlefield, we can see that without a solid base, there was the failure of Siping to defend the war and the backlash of the Songhua River, and then there was the formation of the famous strategic thinking of “opening the road and occupying the hatchback”. Markets such as battlefields, based on a thorough investigation of the market competition situation in the paint market, market potential and opportunity points, select specific regions and concentrate the advantages of human and material resources as key breakthroughs, and strive to become a strong brand camp. The successful niche market here should pay attention to it being within the scope of the overall corporate marketing strategy and strength, and the sales model can also promote replication. In 2006, I (Cai Qijun) used Zunyi as the base of Guizhou Province. I chose Zunyi because of the relatively mature competitive landscape in Guiyang, and the difficulty of market operations under extremely limited resources. And Zunyi is the second largest city in Guizhou, close to Chongqing, the market is basically free of obvious construction of the link to grasp, the comparative advantage of first-line brands is not prominent. The strength of operation and construction links is the strength of domestic brands. Based on this, the company decided to use the strategy of brand promotion, community promotion and promotion, and temporarily abandoned the basic operation ideas of the project. After gaining practical experience, it was promoted to Tongren, Tibet, Lhasa, and some cities in Sichuan.

In-depth marketing is actually putting channel strategies at the core position. High-quality customers are the most important. Customers are first and foremost, that is, the strategic concept is highly recognized. They recognize the division of labor among manufacturers and are willing to cooperate and benefit from a long-term perspective. Distribution, so as to build a manufacturer-led management marketing value chain. Then pay attention to its own hardware and software construction to comply with the needs of a competitive strategy. Taking Zunyi as an example, several criteria have been set when selecting customers: First, the strength is too strong. Customers with whom the first-line brands are well-cooperated are older, and seniors who are still incapable of doing so are not considered. Second, pay attention to young people who are passionate about entrepreneurship and have accumulated profound industry relations. Third, a high degree of recognition of the manufacturer's ideas, and can actively cooperate. Fourth, have a certain amount of manpower and hardware and software service facilities. Afterwards, the selected customers lived up to the expectations and were among the one million customers in one year.

The terminal network is the focal point of deep marketing and is the deciding point of success or failure. An orderly construction has a reasonable layout, strong promotion, high execution power, can effectively penetrate target consumers, and provides value-added services. The terminal network with abundant traffic is intensive. , to do a deep market through the essential elements. It includes shops that seize the core regional market, and organizes major intermediaries, such as outstanding home improvement companies for coating sales, oil woodworking, and distributors. Here is expensive while paying attention to the amount of expansion.

The client consultants highlight the management guidance and assistance functions of the enterprise. Under the unified command of high-level strategy, the front-line sales management department has certain strategic flexibility. It can train front-line combatants who have comprehensive ability and can play an implementation guarantee, and they can operate from All aspects of technology, services, and services are under the control of the company and assist core customers in the successful completion of terminal sales. A competent client consultant must be able to thoroughly understand the company's overall sales strategy and play an exemplary role in promoting customer implementation, that is, to use it, get it, beat it, and perform indomitably. Deep BDO camp sharp sales: Pipe coating management sales in the new front method.

At present, there is no brand introduction in deep marketing coatings industry. Of course, its success cannot be separated from the close collaboration of products, prices, and promotional strategies. The so-called good fighters make a trend, an advanced sales.