As a routine work of the regional manager, the promotion is indispensable in the daily work process. The execution of the promotion also directly affects the performance of the regional manager, so the promotion is in the daily work of the regional manager. Medium is the top priority. As the market changes, from the seller's market to the buyer's market, consumers' choices are getting bigger and bigger, making manufacturers constantly changing their designs to meet the needs of consumers, due to the increasing number of products and styles of manufacturers. Homogenization is also getting worse.
Ou Pai Group Tan Xiaoping
In order to stimulate sales, all manufacturers have to increase the intensity of the promotion, from the initial May 1st, 11th promotion to the current 3.15, off-season promotion, anniversary promotion, manufacturers let profit promotion and other famous promotions. Therefore, dealers began to hate promotions, but they did not engage in sales promotion, so they had to follow the trend to promote sales. This way, passive promotions can be imagined that agents’ investment in promotional activities must be greatly reduced, due to the number of promotions. Increase, the cost is not lower than the cost of the previous promotion. As the cost of a single investment is reduced, the corresponding work will not be done in detail, the promotion effect is not as good as once, and the dealer confidence will be impaired.
In the long run, the regional market will enter a vicious circle. At this time, regional managers and manufacturers will start to worry. Then, in the case of regional jurisdictions with relatively large jurisdictions, how to guide and supervise the thorough implementation of promotional activities, how to drive dealers Can you follow the factory's plan with all your heart? How to guide the dealers to ensure that the dealer's employees can resolutely execute, and ensure that the dealer's sales staff can maintain a high degree of passion to grab orders during the golden period of promotion? Next, let me Some of the experience of the operating market to do some sharing.
With the increase of promotional activities, most of the dealers of custom homes start up as husband and wife. Relatively speaking, the concept is relatively conservative. It is difficult to follow up with the idea of ​​the factory. It is not possible to follow up with the requirements of the factory to perform some work. It will definitely be bad. At this time, it will definitely complain that the confidence in the market will also decline in all aspects of the factory's product quality, after-sales service, and regional manager's services.
As the most advanced commander in the factory, regional market managers and regional managers play an important role in this process. Regional managers should create regional profit models that use the profit model to change and direct customers in the region to replicate. Under the premise that the scope of the regional manager's jurisdiction is relatively large, and the promotion activities are carried out at the same time, how to ensure the thorough implementation of the promotion activities? The dealer does not perform because it does not know whether the effect will not achieve the expected effect after execution. There are more concerns and worries, so the fear of the tiger before the fear of the wolf is definitely not doing well in the market.
Therefore, at this time, as a regional manager, we should select a model in the region that has the willingness to follow the pace of the company to set up a model, and implement the entire promotion in strict accordance with the company's requirements. Refining the good areas of the whole process into highlights, summarizing the key nodes of the promotion activities, and guiding other regional distributors by creating experience and methods in the model market.
Because the area is relatively large, and the dealers need to know how to implement the promotion activities, the method often adopted is to concentrate on a certain city in the area, and all the dealers and business managers in the area will be convened to open a promotional event to mobilize the meeting. It must be prepared well before mobilizing the meeting. The PPT of the details of how the promotion is performed must be prepared, the dealer's determination must be prepared, and the evidence of the successful promotion of the sample market is very important. Because everyone lacks confidence and does not easily believe in regional managers and factories. And what happens to the dealers themselves will be very trusting.
The advertising investment, store layout, mobilization meeting, incentive system, and execution details of the promotion activities in the model market will all be presented at the meeting. Finally, the dealers in the sample market are invited to make a statement. Many dealers are willing to do such things after their success, because everyone needs aura and honor. The words of the dealers in the model market will be more than the manufacturers or regional managers said. In the process of mobilizing the meeting, you can invite several ideas and operators who are more optimistic and active in the market to make determinations. Because of this mobilization, the confidence of the dealer is very important, confidence comes up, and it will be executed thoroughly when going back to execution.
The slogan after the end of the meeting is generally used to sign sales tasks and advertising inputs and other implementation details. Encouraged by the daytime meeting, this morale of everyone is still relatively high. Dealers in the region compete in the competition, do not take the initiative to give the task, let the dealers report their own tasks, report to the top ten tasks and give the top ten to the award. Dealers with a task completion rate below 80% will be penalized. No matter what incentives to do, there must be rewards and penalties, in order to reflect the role of incentives. These rules must be declared before the dealers report the task. After everyone has passed the agreement, they can be executed. Considering the abnormal factors, they should fully communicate with those dealers with better ideas, and communicate the whole process first. They will benefit from doing so.
As long as the dealers are not harming them, the regional manager's account will generally cooperate. This is to prevent everyone from disagreeing with the plan, and the latter things cannot be promoted. Because dealers are more likely to face, everyone is in love with the face, are more willing to face, are not willing to admit that they are worse than others, when reporting the task, they will compete, this time the dealer will combine their own strength plus The task that can be won by hard work can be reported. The atmosphere of competition in the entire region has been formed, and morale is high. In this case, we compete with our competitors. Our chances of winning are still relatively high.
There must be a promotion summary meeting for promotional mobilization meetings. If this is not the case, many of the mobilization meetings, including the dealer's commitments, may become empty talks. Because of the summary meeting, the dealers have to face and are afraid of no face. When do you have no face? The things you promised are not honored. This will make you feel that you have no face. The promotion summary meeting can achieve a very good fidelity to constrain the agent's commitment, and also guarantee the success rate of the promotion. At the conclusion meeting, there are many things that can be done. Reward for dealers who have reached the reward criteria for promotional activities, and penalize dealers who have not completed the mission. Appreciate the good dealers who are doing the promotion activities, and at the same time, comment and enlarge the highlights, and criticize the dealers who have not implemented the promotion effect in the promotion activities. It is important to invite the most successful distributors to share their successes and set an example. In doing so, good dealers will continue to work hard, and dealers who are not doing well will be encouraged. The dealers who work hard will try to follow the goal, because active dealers will not easily admit that they are worse than others. .
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