How Chinese Shoe Enterprises Attract Terminal Distributors

Symptoms: A friend in the shoe market who is doing marketing first asked: “Why do we have a lot of customers who come to our stalls, but we have very few clients that finally reached our intention to run our brand? It’s hard to hold an order meeting.” The hope was pinned on the order meeting. The result was the same. There were so many customers to watch, eat, drink and get something. Everything was fine. There was no clear intention of cooperation. Even after the order was over, there was no phone call. It's like it's not the same thing."

On the one hand, agents (branches) are eager for investment eagerness, they spend high market expenses, and have to pay for ordering conferences. They cannot attract effective dealers. Even few clients with intentions face the same kind of dealers. The lukewarm and unclear attitude has caused the agents to grind their heads and do nothing.

The author worked for many years in the first-line market and has a deeper understanding of the terminal market. This article will not discuss how to formulate and implement investment promotion strategies, and how to deploy outlets. A detailed analysis of the above issues will be made.

See the customer category

Nowadays, there are three types of terminal retailers that go to the market to choose a brand: one is to make the shoes industry retail for many years, start from the low-end shoes in the market, but under the pressure of the market, gradually change to the brand. The level of such dealers is relatively low, free and sloppy has become a habit, there is no concept of brand operation; the other is the effect of operating other brands is not ideal, want to change the brand to do, but think that for many years to do shoes, an opening is very cattle That kind of thing; there is another industry that used to be in the past and has just entered the shoe industry and wants to choose a brand to operate. Then one can't help but ask: "Why wouldn't you be a better customer for other brands? Now you want to open another store to choose a brand?" In the actual market, this part of the customer still has, but it does not belong to The types of customers listed in the market for selecting brands to do, because this part of the business is relatively well-managed, relatively familiar with and familiar with brand operations, knowing about other brands in the market, if he wants to start a new business The brand has no choice but to go directly to the brand in his mind, and it is not necessary to choose in the market.

In view of the characteristics of the above types of customers, they looked at each stall of the shoe city. The first sentence to ask was: “How much are your shoes? How do you carry the containers?” Many agents will ask: “Where do you do it? "After getting an answer and confirming that this place is still a blank market, the agents answered the above questions truthfully. After getting the answer, the dealers will say that I will look at it and go in a hurry, and I will never return."

where is the problem? Your answer did not satisfy the dealer and did not answer what he wanted. It did not impress his heart. If you want a good answer, you must have a good way to ask questions. However, the common characteristics of the above three types of customers (do not know shoes) determine that they cannot propose better and deeper questions. This cannot make high demands on their questions, but your answers must be thorough and thorough. In order to attract customers. Otherwise, even if our investment conditions are favorable again, even if we say that free hardware and software decoration, free distribution, take the "consignment" all free, he did not know whether it is true or false, and eventually it will go away. How do you answer these questions from customers and how do you communicate with customers?

How to answer customer questions

When the customers come to the store to look around, they can take the initiative to ask each other's origins. When it is determined that the area is still a blank market or is still within the investment quotation, they can chat with the customer and invite the other party to sit down and chat. Consult the following questions in order: the specific location of the customer's store, the business site, the business model, the current operating brand, the business situation, the customer's business history, the existing brand and operation of the local market, bogey questions: why the original brand is not Did you do it? (It is definitely a bad business. It's hard to tell. What brand do you want to choose now?) (They do not know what kind of brand they choose, and they are difficult to answer).

As the customer answers the above questions, the agent's head begins to depict a business picture of the local market (a market that has never been seen before). Or determine whether the above stated by the customer is true (has been familiar with the market) in order to judge the dealer's personality traits and integrity. According to his statement above, do a professional analysis of its market, such as operating costs, Profit analysis, long-term analysis, market analysis, etc., ultimately lead to the analysis of brand management. Put the above analysis in front of the dealers, and then quote the current market success cases that the current brand and this dealer like to recommend. The best examples can be supplemented by photos, which is more persuasive.

At this time, the customers have had a keen interest in the brand, and they will ask them the most concerned issues. The company’s relevant marketing policies, this time can introduce customers to their own branch (agent agent) marketing policy, at the same time to introduce the customer Their own marketing model and operation method, more attention is their own marketing model and operating mode is different from other similar brands (in the homogenization of market products today, this is the key to whether or not to attract customers), and then for the customer's Ask questions to carry out targeted exchanges, answer some of the customer's questions, and finally determine the intention of the customer and make an appointment to make a decision after the visit to the local market, leaving the customer with a copy of the brand's relevant information and leave the customer's contact telephone number and address.

The trust that the first exchange has left for the customer is very important. Your dialogue should reflect the responsibility for the interests of the customer, make him feel practical, not a mercenary businessman, but also let him look at the good market in the neighborhood with him. He personally experiences it, and this works best.