Marketing and Marketing Internal Training

Part 1: Planning of Regional Markets

1. Do you have the following three major problems in market development?

1. One of the problems: market development is often unsuccessful.

2. The second problem: there is no sales if the development is successful.

3. The third problem: there are sales but no profits.

Second, the confusion and confusion of the bosses of second- and third-tier brand enterprises:

1. How to quickly enter the target market for new products?

2. Faced with the homogeneous brand encirclement, how to quickly break through the competition?

3. How to formulate a channel strategy that suits me? For the local market or for the whole country? Sole agent or multiple agents?

3. SWOT analysis and planning of regional market

1. Learn SWOT analysis

2. Develop regional marketing goals and plans

3. Quickly open your target market with "six-character combination boxing"

4. How to formulate a competitive Regional Market Operational Plan?

5. Group discussion and publication: How to formulate a marketing channel system suitable for your company?

Case study: It took only one year for XX Electric to go from the top ten brands in the Wuhan market to the top three brands. Take a look at their "Regional Operational Plan".

Part II: Dealer Development Four Actions

1. Starting from a "set of ideas"

1. The eight-step method of "capturing the dragon" developed by high-quality dealers

2. "Only male lions can eat bison"

3. "The upper pair of sedan chairs marry the right husband"

2. "Two Attributes" Armed

1. Two traits of pioneers: self-confidence/strategic

2. Different skill requirements for pioneers in blank markets and mature markets

3. Make good use of four types of salespersons: ostrich type / jade rabbit type / male lion type / wolf type

3. "Three Lines of Defense" PR

There are three lines of defense in dealing with people, which are as follows:

1. Emotional line of defense - how to build trust?

①Raise your EQ

② Do what you like and build similarity

③ Any words or deeds that are beneficial to "trust"

2. Logical line of defense - how to establish a sense of interest?

①Learn to ask four questions about sales method

②Find out the other party's demand map and business opportunities

③Using win-win negotiation to break through the other side's logical defense line

3. Ethical line of defense - how to build a sense of morality?

① Build trust with integrity

② Consistency in words and deeds

③Fulfill your promises in time

Fourth, the "four major problems" contributed to

1. Four major questions:

Question 1: "Your prices are too high to sell."

Question 2: "Your products are monotonous and uncompetitive."

Question 3: "Your policy supports the good of nobody."

Question 4: "Your brand is not known here."

2. Coping strategies: one YES/two ROI tables/three words of buyout concerns

3. The first batch of purchases: Fourteen strokes of contract negotiation for the first batch of purchases to be successfully reached

4. Signing a contract: 5 traps to watch out for when signing a contract with a dealer

Case study: The negotiation story of the successful entry of XX brand wine into the first batch of purchases in the KA hypermarket.

Part III: Planning and development of investment promotion activities

1. Is your investment approach lagging behind?

2. How to carry out low-cost investment conference planning?

3. To successfully complete a brand investment promotion activity, you should pay attention to four key points

Case study: A record of successful investment promotion activities in B city of XX brand instant noodles during the Mid-Autumn Festival.

Part 4: Five Approaches to Dealer Management

1. Five methods for effective dealer management:

①Select

②Cultivate

③Incentive

④Coordination

⑤Assessment

2. Distributor training and guidance

1. The era of "teaching dealers to sell" has come!

2. How to become a caring partner for dealer business development?

3. Use training to replace drinking: training to spread the brand, training to improve skills, and training to create loyalty

3. Encourage the enthusiasm of dealers

1. Understand the three conditions for the dealer to follow you:

① make money

②There is something to learn

③ Guaranteed for future development

2. Six strategies to motivate dealers

3. The three "dead spots" of "old fritters" and "crocodile-type" dealers and the five magic weapons for effective control

Case study: Boss Wang and a paint manufacturer have worked together through thick and thin for six years, and they have made a fortune with a house and a car, but now they often open their mouths, and it is difficult to cooperate?

4. Use the coordination method to deal with thorny old problems

1. Effectively prevent the risk of repayment

2. Dealer's price maintenance and selling problems

3. PR skills to effectively handle customer returns and quality incidents

4. Strategies for dealing with old problems such as year-end rebates, advertising subsidies, and bottom line recycling

5. Use drinking to solve some thorny old problems: five ways to persuade alcohol to solve problems

V. Do a good job in the dynamic assessment of dealers

1. There is no channel for continuous growth without evaluation

2. Copying the KPI indicators of large companies will hurt people

3. Implement annual/quarterly assessment and evaluation management of dealers

4. Frequently check store display and inventory status

5. Use PDCA method and 5W1H tools to improve common problems in the channel

6. Carefully adjust your dealers

1. Don't put the word "cut" in your mouth

2. Three "secrets" for dealers to eliminate communication and adjustment

Case study: The large distributor of Hangzhou XX was dissatisfied with the adjustment of the staff of the brand manufacturer's office, causing the brand manufacturer to lose 10 million yuan.

Part 5: Help dealers continue to increase sales

1. Decoding of dealer profit model

①Three parts of dealer profit model: sales method + organizational structure + continuous innovation

②Group discussion and presentation: How to help dealers find a profit model for their own stores?

Case study: XX famous cosmetics chain brand helps franchisees to become masters of "business alliance plan".

2. The "five elements" to increase the sales volume of the dealer terminal:

①Propaganda

②Image

③Display

④Sales

⑤Promotion

Case study: The secret of helping dealers to increase sales by 8 times in the Baoji market of Beijing ×× electric vehicle brand.

3. Development and management of major customers/group purchases

1. Six steps of major customer development

2. The "internal military division" method to get the customer decision-making chain

3. The "Sanqi Strategy" that the customer's senior personnel change and the business is unshakable