Karrie wine market operations in which, often used to buy gifts in the form of product delivery to sales channels and end-consumer driven, but the manufacturers in the use and distribution of gifts in the process, they often face the embarrassment of the loss of promotional items unwarranted: the distribution with the promotional products distributor is not being sold as commodities, that is, when the promoters issued promotional gifts at the end unprincipled, arbitrary too, often there are many products, but promotional items have been "low case overturned," the.
So, Karrie wine is how to avoid the loss of promotional items such unprovoked "good steel blade on less than" a situation?
Tracing the source, cut the stretch "gifts" of the "black hand"
To make effective use of gifts, Karrie wine company was the first investigation was conducted thoroughly, in order to explore the root causes, right medicine. After feedback from operational staff, visit the second installment of marketing and prices, etc. Information, Karrie company is not in place to find gifts paid two reasons:
1, dealer market operations unprofitable. Karrie wine liquor company agent system one of the eight wines in the market operation has been 5 years, because of its best-selling and other reasons, changing commodity prices, "Goof" serious, to 500ML 3-year aging, for example, ex-factory price of 10 yuan / bottles of product, equivalent to business sent batches to 9 yuan / bottle, because of this price "Upside Down", leading dealer profit, in no way the case, the dealer is only another way, by the sale of promotional the form of goods, to obtain their reasonable profit margins.
2, distributors and promoters too Menthods improper operation, resulting in the loss of gifts. "Relentless interest" is the dealer for the most essential needs of business, as promotional items delivered to the dealer, no salesman supervision, promoters issued arbitrarily, without detailed records, and no one asked to use effects, causing dealers For gifts to sell the land sale can not be sold, so promoters look fat, not enough anyway, you can apply, and so on gifts using the unplanned result, flow of non-tracking, so take advantage of distributors and promoters, therefore can not play cause the loss of the effectiveness of gifts, also surprised by.
For the above two points, Karrie wine company, apart from reasonable to set channel profits, avoid first causes the loss of gifts, the decision there is more for the second reason, various measures, decisive offensive, cruel Stop harming gift of "black hands."
1, development of gifts management system. Implementation of the one-stop-style tracking management system of accountability. That is clear, where the release of the gifts, certainly, "there is out there into, and out of line", which links all caused by the lack of, from which a link is responsible for compensation, in addition, the design forms a strictly premium payment process, the form includes: Premium payment number, the number of gift wear, gift take the gift standards, gifts Consuming details, signature gift recipients, gift recipients phone, address, company from time to time, uncertain person telephone interviews and inspections. Who can not be issued and used by processes, integral part of the party responsible for the release of gifts and distributor sales also strictly linked to improper use of any gift, the company will strictly control the premiums paid in the amount of the market.
2, development of a single gift for publicity, public supervision of the hotline, to improve the transparency of premium payment. Gifts are generally held in the product or new product promotion activities, the use of. To make gifts, "revealed to the world", in the event or new product promotion, the Garley company led by the salesman, marketing design and printing of promotional leaflets in large numbers, and 11 distributed to the various batches and the sale of the terminal. Leaflets content column defines the number of boxes purchased liquor, what gift promotional items, followed by the promotional activities with a company monitoring the hotline, and explain where to report sales or gifts closure given certain incentives, etc., so that the activities under the supervision of all of us in public.
3, training promoters, guide and strengthen the operational specifications. Many promoters held in a hotel or store promotions take the gifts, free tasting and other activities, due to lack of communication skills, adaptability is not strong, are often faced with demanding customers or consumers, can not be clever, "rejected" or guide, such as Some consumers buy a box of wine, have been provided by activity, can only release a promotional items, Keren has Zhanxiaopianyi psychological, they want to be a gift, promoters in order not to lose face customers often spared, illegal multiple promotional items, for this phenomenon, Karrie promoters of the company to strengthen on-site training management, in addition to explicitly apply for promotional products, release processes and management systems, but also more to their training skills such as communication, refusal of art, guidance and persuasion skills, etc., by standardizing operations, and strengthen their business sense to avoid unnecessary promotional expenses.
Karrie wine company is through this "disease" from the "source" to find the way, dig the root causes of the loss of gifts, and "The can act" not only to develop and clear the gifts management system, but also for the payment of gifts Terminal - Promoters, pay close attention to training, quantitative process and norms, a good gift to avoid the loss of difficulties, as the activation of the market, stimulating the terminal, laid a good foundation.
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