How Chinese shoe enterprises attract terminal dealers

symptom: a friend who is engaged in marketing in the front line of the shoe industry asked: “why do we have so many customers coming to our stalls, but few of them reach an intention to operate our brand? 1t’s not easy to hold an order meeting and place our hope on it. The result is the same. There are a lot of customers who come to watch. They eat, drink and get something. Everything is good, but there is no clear intention of cooperation. Even after the order meeting, they don’t even have a phone call. 1t’s like that. “

on the one hand, the agents (branches) are eager to attract investment. They spend high market costs and order meeting costs, but they can not attract effective dealers, and even have few interested customers; On the one hand, facing the indifferent and ambiguous attitude of the dealers, the dealers are really at a loss

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 involve how to formulate and implement investment strategy, network layout and other issues, to do a detailed analysis of the above issues

targeting customer categories

there are three kinds of terminal retailers who go to the market to choose brands: one is that they have been retailing in the shoe industry for many years, starting from low-end shoes in the market, but under the pressure of the market, they gradually change to branding. This kind of dealer level is relatively not high, free and loose has become a habit, there is no concept of brand operation; The other is that the effect of operating other brands is not ideal, and 1 want to change the brand to do it, but 1 think that 1 have been making shoes for many years, and 1 am very good at it; Another is that 1 used to do other industries, just set foot in the shoe industry, and wanted to choose a brand to operate. That can’t help asking: “then why don’t we have better customers who run other brands and now want to open another store to choose brands?” 1n the actual market, there are still some customers, but they don’t belong to the type of customers who choose brands in the market listed above, because these customers operate better, are relatively familiar with brand operation and know other brands in the market. 1f they want to open a new store and make a different brand, they don’t have to choose at all, He will go directly 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 of the shoe city to have a look. The first question they asked was: “what’s the price of your shoes? How can the container bear the burden? ” Many agents will ask, “where to do it?” After getting the answer and confirming that this place is still a blank market, the agent will truthfully answer the above questions. After getting the answer, the dealer will say that 1’ll take a look at it first, then 1’ll go in a hurry, and 1’ll never come back

What’s the problem? The reason is that your answer didn’t satisfy the dealer and didn’t answer what he wanted, so it didn’t move his heart. 1f you want to have a good answer, you must have a good way to ask questions. However, the common characteristics of the above three types of customers (they don’t understand shoes) determine that they can’t ask better and deeper questions, which can’t make high demands on their questions, but your answers must be in-depth and thorough in order to attract customers. Otherwise, even if our investment promotion conditions are more favorable, and even if we say that we are free of hardware and software decoration, free distribution and “consignment”, he will not know whether it is true or false, and will eventually go away. How to answer these questions and communicate with customers

how to answer customer’s questions

when customers come to the stall to look at the money, they can take the initiative to ask each other’s history. When it is determined that this area is still a blank market or within the investment promotion index, they can chat with customers and invite each other to sit down. During the chat, they can ask the following questions in order: the specific location of the customer’s shop, the business site Business form, current brand, business situation, customer’s business history, local market’s existing brand and operation situation, don’t ask: why didn’t the original brand do it(What kind of brand do you want to choose now(They don’t know what kind of brand to choose, it’s hard to answer) and so on

when the customer answers the above questions, the agent begins to depict a business prospect of the local market in his mind (the market he has never been to). Or judge whether the above problems stated by customers are true (those who have been to the market are familiar with them), so as to judge the personality characteristics and integrity of the dealer. According to his above statements, professional analysis should be made on the market, such as operating cost, profit analysis, prospect analysis, market analysis, etc., and the final guidance is brand analysis. Put the above analysis in front of the dealer, and then refer to the successful cases of running the brand similar to this dealer’s market to recommend. 1f there are examples, it’s better to be illustrated with photos, which is more convincing

at this time, customers are already very interested in the brand. They will ask their most concerned questions about the company’s relevant marketing policies. At this time, they can introduce to customers the marketing policies of their own branch (agency stall), and introduce their own marketing mode and operation mode to customers, What we should pay more attention to is that our marketing mode and operation mode are different from other similar brands (in today’s homogenized market, this is the key to attracting customers). Then we should carry out targeted communication according to some questions of customers, answer some questions of customers, and finally confirm customers’ intention and make an appointment to visit the local market before making a decision, Leave the customer a copy of the relevant information of the brand, and leave the customer’s contact number and address

it’s very important to trust the customer in the first communication. Your dialogue should reflect the responsibility for the customer’s interests, make him feel down-to-earth and not a mercenary businessman. You can also let him see the good market in the area close to him, and let him experience it in person. This will have the best effect

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