Some people say: By making a brand to solve the sales problem is "rich" game. It seems that many companies want to make companies start to return to life through "production" brand. But in fact, it is often a corporate injury. So they loudly proposed the slogan of "not brand sales".
Indeed, this topic is very attractive for sales managers. No matter how big the sales manager's position is, there is no shortage of sales of monthly sales indicators, and there is no shortage to consider long-term strategic issues.
I have repeatedly studied this topic. I prelimated "I don't have branded sales", which is from improving the sales capabilities of enterprises. I don't have sales of sales, rather than letting strength of companies are alone through advertising. Promoting makes a brand. Otherwise, the broadcast is the dragon species, and the harvest may be a flea and will be greatly injured.
Notice
Doing sales without brand resources, theory is theoretical, but our expectations cannot be too high. It is actually not the price of the brand to do sales.
I tried some of the four main ways to sell without brand resources, and I want to see how the effect is.
1 Expert Tell me: Should be market-oriented, not based on product-oriented, should look at the demand point.
At that time, I think what is "out of the product and demand", is it only to be welcomed by my product is not affected by the market, is it possible to be abandoned by the market?
But what is the product you need in the market?
Experts also tell me: What is the need for the products produced by the company, which level needs, and the enterprise can only find the target market to find the target market, can be successfully sold.
At that time, I sold beer, so I started to re-examine whether our target consumers made mistakes, and I really understand if the demand for consumers really understand. That is: Do we sell beer that should be consumed by young people to adults? And which they like this taste? Do they have an economic ability to consume your product?
For example: Shanghai consumers like lightweight beer, but the foreigners from the beer kingdom say: Real beer is not this taste.
Between "Truth" and reality, I still selected the taste demand of "Meeting the Target Consumers" based on the principle of consumer demand-oriented. To this end, I have a big tongue to the technical factory director (foreigner) "brainstorm", hoping to correct the process, producing products that are more in line with Shanghai consumers, although the foreigners are extremely reluctant to change the "original taste" of beer ".
However, after this, I also produced new confusion: If all companies do the need to meet the needs of the target consumers, what is the "beer" of homogeneous homogeneous, what kind of products should consumers choose?
2 Experts say: Do another key to "do not do brand, can do sales" is to strictly control the cost and quality of the product, the things inside the company, do not fantasize the market to digest.
I fully agree with this point of view, I always feel that the real competition of this method is not strong. Today, in today's increasingly fierce competition, the pricing of any product will not be highly cost-effective, and they do not care about the competition of the market.
3 experts tell me: should strengthen the construction of sales teams, and only have an excellent sales team, and have excellent brands.
This point is that it can also resonate: advertisement, and if there is no corresponding sales ability support, it will become a wood.
I am quite attaching importance to the training of business person's subjective initiative, and firmly believe that the pressure of insufficient promotion skills can be reduced. I am used to selling my "self-worth" view at the sales conference: "The more difficult the products that are more marketing, the more you can exercise the salesman." I will use various means to help business people will increase the capacity.
It can be reality, and in the early product, the education is quite devoutly, it is full of confidence in the market, at night, no feelings back to the company: Our product is well-known. In addition, the words have to come back, to cultivate an excellent sales team, improve the management of the sales system, and the cost of their personnel training is not the money of investment brands. Many large-scale multinational companies have a budget that has been in terms of employees, which is desirable to have insufficient companies.
It is worthy of our refuge: Everyone who can invest in employee training, will also have sufficient money to make a brand.
4 experts say: Do you pay attention to the construction of the sales network, it is related to the safety of the enterprise market.
Indeed, the development market does not pay attention to the network construction is invert, but the construction of the network is easy, I am a sales manager, knowing the sour and bitter.
For the company, the construction of sales network is not purely based on product normal profits, and its uninterrupted additional investment has become more and more heavy burdens. The more you have a well-known product, the higher the price of the outlet.
Sales must have a brand
I am getting more and more in my work. If I expect to make sales, they will reach the purpose of "Water to Digital", and will not pick up another misunderstanding. Practice tells me the following facts:
1 If I stimulate the intermediate path of sales at all levels, it is indeed a lot of goods from my warehouse. However, if the terminal is not smooth, the consumer purchase is not prosperous, even if there is a good product display, your next sales prospect can also be imagined.
2 If the efforts of the sales team, through the time of goods promotion, consumers have purchased your products next time, but if there is no backbone, it will be a dead.
As we all know, the market economy has developed to today, the product functions, distribution networks, price differences are no longer the key to determining the success or failure of the product in the market. That is, consumers buy beer is not determined by the beer products itself, but is determined by the information included by it.
