Where does Lee come from?
Regardless of whether it is a manufacturer or an agent, it is a big headache for "the best-selling products don't make money, the products that make money don't move." Most people think it is the reason of the market. To some extent, it is because of the industry. The maturity of the market, the market's incremental ranking, the mature consumer psychology, the increase in the number of similar product providers and the serious homogenization; but these objective reasons are often not the company's own ability to change and change, for the Z company doing mobile phones in the industry A weak provincial agent is still able to make a domestic brand mobile phone a year ago, but today, it is also facing the same dilemma as “funding production without increasing revenueâ€.
First of all, Z companies conducted historical comparative analysis and found that this month's monthly sales volume has increased from 15,000 units sold two years ago to 40,000 units today. Since there are so many best-selling products in the market, the market demand is there. As long as there is a large number of sales, there is a market position, which means that there are opportunities to make money. The key to the problem lies in how to use this "massive sales" to make profit articles, that is, the market operation is to pursue profit maximization as the top goal. Instead of market share, we must focus on the management of business, and vigorously cultivate and sell high-profit products.
Product line market position original policy new policy
N11 price is low, sales accounted for 25%, no profit, even loss, the supply of goods is tight, large customers purchase low prices and low prices, 200 sets of each return 5 yuan in advance to pay a limited supply, sign a price agreement, mention 400 Returning a N72 worth 2,000 yuan, no longer counting the salesman task
The price of N31 is lower, the sales volume accounts for 23%, and the low-profit per-store employee reward is changed to accumulative points award-winning home appliances. Each reward fee is 5 yuan, accounting for 5% of employee sales.
N33 cost-effective, sales accounted for 30%, no profit affected by the goods, price cuts received goods (and accounted for 5% of employees), normal quotation, individual customer offers and additional N72
N63 mid-range machine, sales accounted for 15%, high profit and out of stock to reduce market propaganda investment and sales policy concessions, accounting for 10% of employee sales assessment
N72 mid-range machine, sales accounted for 2%, high profit delivery 50 units each award 50 yuan accounted for 50% of employee sales assessment, and can apply for terminal promotion costs
N81 high-end machine, image products, sales accounted for 5% profit high at the end of the month, each return 100 yuan accounted for 30% of employee sales assessment
The first is to control the sale of best sellers, and learn to pay more for the market. For the three best-selling machines that account for 70% of the company's current sales, the production of promotional pages and posters will no longer be made, thereby reducing the market cost; the sales task awards of the three models will be changed from the original 200 units to 10 yuan each. Taiwan returned a value of 2,500 yuan of high-end machines, thereby reducing channel profit and increase profit machine sales; one of the goods is tightly tied to the class A machine from 10 yuan per unit to 5 yuan per store staff reward, while the sales staff for the The proportion of the type of machine type is greatly reduced, and the loss machine is no longer included in the assessment, thereby reducing the cost of sales and increasing the proportion of high-margin machine sales. Let’s try to make low-end instant noodle companies. It’s just to make profits between one point and one cent. Also, don’t let us be a mobile phone or home appliances, don’t let it be small. Don’t let your best sellers like tap water. The flow of white flowers, if there is no very similar competing products, such as the goods outside the region, it will moderately slow down the price; even if there are goods to be divided and ruled, do not "kill the chicken with a knife", for the goods in the appropriate area Repressive prices, while maintaining normal prices in Other regions; moderately reduce promotional investment, including personnel and expense inputs, so that the best-selling products themselves increase the contribution rate of gross profit, as much as possible to obtain the stable income of "Golden Bull" products.
The second is to use the momentum to promote profit. Because the best-selling products are often the strong products in the market, and they are also the products that must be sold in each retail store. They are also the “popular products†at all levels of retail stores and channels. In the channel sales policy, the best-selling products and profitable products can be bundled. Z company launched N11 and N62 for the shortage of supply for the existing product line, and the customer has to pay for the N11 additional price maintenance commitment. Each N72 can mention five N11 and N62; then it is the retail store owner's ideological work and implements “ "28 concept", with popular products as popular products, up and down the main profit, you must know that selling a N72 is equivalent to selling 10 N11 profits; to the clerk to promote the main push for each N72 has a 50 yuan reward.
The third is to actively cultivate and find profitable products, and build a reasonable product line consisting of profitable products and best-selling products. Since the best sellers don't make money, we must look for products that make money. First, new products under the same brand, because of their price opacity, there is more room for operation; second, the introduction of new brands, manufacturers in order to rely on channel power, Generally, the “water release and fish farming†will be adopted to facilitate the channel sales policy. This is the opportunity for agents to carry out brand combination and build a reasonable product line consisting of best sellers and profitable products. Third, strengthen product line profit contribution analysis, for most Agent companies rarely conduct business analysis every month, but in order to improve the management of the product line, it is necessary to conduct "16-frame analysis" (the author analyzes the mobile phone product line analysis tools based on matrix analysis, other industries It can also be exercised accordingly. According to the two variables of single machine gross profit and sales volume, 16 squares are divided, as shown in the figure.
slightly
From the figure we can see that for Z companies: V3 is a standout, N7260 is a flood, N3100 is a black sheep. At the same time, we must also pay attention to the product life cycle. The focus is on the products that are about to be delisted and the products that will be listed soon. Do not break the product line. As shown in the figure, there will be a break in the 50-100 intermediate profit zone. The lack of high-margin and high-selling double-high-end products shown indicates that the company did not build a product line in the early stage.
Fourth, the focus of work shifts, and profit products are the focus of assessment. In practice, there are many companies that are inconvenient and unable to target employees for profit assessment. Therefore, most of them use sales assessment as a substitute indicator, but it is precisely because this “alternative†makes everyone ignore its fundamentals. The sales team has the illusion that as long as the sales volume is good, my task is completed, I will reward me, and the profit is the boss's business. Z enterprises in order to achieve the focus of the sales staff of the enterprise and the focus of business operations, in particular, reduce the proportion of the best-selling machine assessment, thereby increasing the proportion of profitability of sales staff; establish a regional retail reporting system for reporting profitable machines through SMS daily, sales through the internal logistics SMS announced the sales champion and the last region, and carried out weekly sales competition, the last three gave 50 yuan per person negative incentive, the top three gave 100 yuan per person positive incentive, for the monthly total delivery and total retail volume completion rate Five give each person a reward of 500 yuan to 100 yuan.
Best sellers are our market position, a bridge to communicate with customers, and a sales task that must be completed. If our sales team is a sales manager-regional manager-three generations of industry, then the sales manager is the profit assessment, the regional manager assessment It consists of two parts: the total sales volume of the region and the sales volume of key models, each accounting for 50%. The main focus of the assessment for the grassroots business personnel is the sales of profit products, accounting for 80% of the assessment, and the total sales volume only accounts for 20% of the assessment. This makes it clear that the regional manager is catching sales, the grassroots business is put on the terminal profit promotion; at the same time, in the daily work, the profit is the main content. The author has been operating a product that everyone is not very optimistic about (it is listed on the market). This is also proved at the beginning, but since the product is the first direct supply of internationally renowned manufacturers, the company must do a good job, so organize the business personnel to conduct product learning and conduct examinations one month before the official listing, so that the products are familiar to everyone. And talk about its selling point. Every morning morning, we should sum up the results of each staff's work yesterday, and make today's request, report the retail situation every day, and report to the province's business personnel, weekly and monthly work reports and performance evaluations. Every salesman is reluctant to get used to, from habit to nature, gradually every employee likes it, and actively recommends it to customers, to clerk (promoter); and launches colorful promotions at the right time, gradually in the team In the formation of "no sales, no rice bowl, no profit, there is no rice", the sales culture of best sellers and profitable products.
All in all, the fact that the product has no profit is not the cause of the market, but the reason for the product line. It is the lack of innovation in the operation of the company to find new cheeses. The products that make money are not on the quantity. It is the company that has not established a new product promotion mechanism and has not realized the sales team. The transformation of the marketing team, the sales of the enterprise must not only have direct sales target management, but also the process management of product cabinet rate, terminal vividness, product price control, and customer activity key indicators. Where does the profit come from, the throttling of the best sellers, and the open source of profitable products.
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