30+ industry experts, 100+ B2B platform founders, and 800+ manufacturer and distributor friends gathered in Fuzhou to discuss the path of internet transformation for the FMCG industry. **************** Opening a store nowadays is not like the past, where a good location guaranteed business. The number of stores in the market has multiplied geometrically, but the consumer base has not grown; instead, purchasing power has generally declined. **************** In such a fiercely competitive era, if you still cling to the idea of opening a store and waiting for customers to come and buy, then 'reap the benefits and get rich,' I suggest you close up early! **************** Many store managers complain that no customers come in, foot traffic is low, and there's nothing they can do. This is especially true in places like our town with a very small floating population, but also managers in many different places complain that the market is empty and the store is empty. So, where have our customers gone? And when the store has no customers, what are we doing?
Sales typically have three states:
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Pushing: finding customers and selling products to them;
Marketing: making customers come to you proactively;
Waiting: staying in the store waiting for customers to come;
What we most often do in the store is the third kind: 'waiting.' Thus, among the common complaints of sales associates, the three most common complaints emerge.
- Blaming the customers: Often hear city managers and salespeople say: 'The mall is empty, what to do?' 'Why are there so few people today?'
Suddenly, everyone seems stumped by this question. Actually, the problem is simple. No people in the store doesn't mean no people on the floor; no people on the floor doesn't mean no people in the mall; no people in the mall doesn't mean no people outside the mall; no people outside the mall doesn't mean no people elsewhere.
- Blaming the weather: Bad weather, rain, snow, no customers will come in.
When the weather is bad, indeed some customers won't go out because of the weather. But, wouldn't those who make a special trip to the store have a higher purchase intention? Yet, why is your conversion rate still low when the weather is bad? Moreover, when the weather is bad, customers are also likely to be at home. With the popularity of mobile devices, can we invite customers to visit or sell via phone? This also demonstrates our brand's service!
- Blaming the boss: When idle, they blame this and that, and finally blame the boss. The boss is no good, the company is no good, might as well leave!
No customers because the boss didn't advertise; no sales because the boss didn't provide training. It seems, in the end, all mistakes are the boss's fault. Unexpectedly, after changing to another place, the situation hasn't changed, as if all bosses in the world are bad.
How exactly to increase the foot traffic near the store? It's simple: carry out store marketing.
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Personnel Interception
Go out from the store, change from 'sitting sales' to 'walking sales.' Floors, malls, parking lots, even residential areas—as long as you go out, your chances increase. Sales associates intercept customers, mainly including three key points: positioning, scripts, and system.
(1) Choose the best standing position. The most important thing for a sales associate is positioning. Generally, the following four points are very important: first, stand at the entrance of the store; second, in the aisle with high foot traffic; third, at the corresponding elevator exit; fourth, at the entrance of the busiest part of the mall.
(2) Unified interception scripts. That is, what to say when encountering a customer.
(3) Establish a reward and punishment system for interception. When there are no customers, sales associates cannot sleep or play with their phones in the store. Those who proactively intercept customers should be rewarded, and those who fail to meet interception targets should be punished. For example, we provided training for XX, requiring all sales associates to do four things when there are no customers in the store:
✔ First, gather intelligence: observe if many cars are coming in, if many people are in the elevator;
✔ Second, keep an eye on competitors: see if there are customers in their stores, what products they are looking at, how many people are looking, how long they look, and think about how to handle such customers if they pass by our store;
✔ Third, follow target customers: if a family of three is shopping in the mall and has been looking at a competitor's products for a long time, showing strong interest, you must find a way to invite them into our store to compare;
✔ Fourth, everyone has an interception target: each sales associate must intercept 30 people per month, and those who fail will be punished. Let's do the math: if each sales associate intercepts 30 people per month, that's 360 more customers per year. If 30-50 deals are closed, with each deal worth 10,000 yuan, just from store sales alone, each sales associate's annual performance would increase by 300,000 to 500,000 yuan.
Atmosphere Interception
The most important thing for a store is its aura. How is the aura created?
Create a hot-selling atmosphere, special materials, strong colors, unique products. Use these methods to attract customers' curiosity, guide them to make associations, and ultimately get them to approach and learn about your store.
For example, there is a store with a very poor overall atmosphere. The storefront is replaced by a small plastic board, making the entrance look low and narrow. The lighting inside is dim, with only one-third of the lights on. Products are piled at the door, leaving little space for customers to move around. As a result, when customers pass by and see the entrance, they have no desire to go in, leading to a very low foot traffic rate.
♦ There are three important elements for creating an atmosphere:
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✔ First, eye-catching: bright and striking colors;
✔ Second, blocking the eye: wherever you look, there should be materials and gift stacks;
✔ Third, provoking the eye: provoke competitors, arrange displays facing them.
♦ Ten methods for creating an atmosphere:
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(1) Floor stickers;
(2) Hanging flags;
(3) Roll-up banners and X-stands;
(4) Posters;
(5) Stack displays;
(6) Arches;
(7) Light boxes or LED screens;
(8) Banners for special occasions;
(9) Entrance lighting, such as door head lights and window spotlights;
(10) Store music, such as Christmas and Spring Festival music.
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Product Interception
Product interception means fully utilizing people's curiosity and desire for novelty, displaying unique product selling points at the store entrance to attract customers in, making the products move and come alive.
Some brands place electric beds at the entrance, or even stand the bed frame upright and spin it. In the furniture market, to address consumers' doubts about the environmental friendliness of panel furniture, they keep goldfish in the bedside table. To promote multi-functional sofas, sales associates sometimes turn on the switch so it keeps massaging and moving. All these methods have one purpose: to make the product move and attract customers through unique selling points.
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Internet, Phone, SMS
Besides the store, many channels can be expanded. For example, online group buying (forums, QQ, WeChat, etc.), phone invitations, SMS follow-ups, and other channels can all become a source of customers.
Scenario Simulation
When we have done all the above work and have nothing to do, can we improve our sales skills? Sales skills are improved through continuous practice. When there are no customers, you can practice sales with your colleagues. When playing the role of a customer, salespeople will be more picky than real customers, so for the person practicing, skill improvement will be faster. New Era · New Distribution —— 2016 China 'FMCG + Internet' Summit Forum —— This is a grand event focused on how the FMCG industry channels will transform under the trend of Internet+ transformation Conference Agenda 09:00-09:30 Registration 09:30-09:35 Host opening 09:35-10:05 2016 China FMCG Industry Trend Analysis Report - Zhao Bo 10:05-10:25 FMCG Enterprise Transformation Strategy and Path - Liu Chunxiong 10:25-10:45 Opportunities and Challenges Brought by FMCG Channel Reform - Liu Zhao, CEO of Field 365 10:45-11:25 Alibaba Retail Link All-round Empowerment - Guo Kunkun, Alibaba Retail Link 11:25-12:00 Roundtable Forum - Brand Transformation: Improvement vs. Reconstruction? (Guests TBD) 12:00-13:30 Lunch 13:30-14:00 Distributor Transformation: City Distribution Trend Development - Wang Qi, CEO of Weijie City Distribution 14:00-14:30 Roundtable Forum - Why Should Distributors Do Logistics in Transformation? 14:30-15:00 Detailed Explanation of Zhongshang Huimin's 'One Machine, Two Wings' Strategy - Su Xiaoxin, Vice President of Zhongshang Huimin 15:00-15:30 Detailed Explanation of Zhanghe Cloud Factory Strategy - Yang Lixiang, Zhanghe Tianxia (Speech content TBD) 15:30-16:00 Supply Chain Finance as a Lubricant for B2B to Drive Traditional Business - Chen Xian, CEO of 51 Order 16:00-16:30 2B Investment Principles and Ideas - Xu Xiaoping, Founder of ZhenFund (Guest TBD) 16:30-17:00 Small Retail, Big Business Opportunities: Transformation and Upgrading of China's Retail - Wang Jianfeng, General Manager of E-commerce Division, Yurun Group 17:00-17:30 Roundtable Forum - Who is the King of FMCG B2B Models? (Guests TBD) 18:00-20:00 Dinner For manufacturer and distributor friends who want to transform, this grand event is not to be missed. Interested friends can long-press the QR code below or click 'Read Original' to register. Registration: Long-press the QR code below or click 'Read Original' ↓↓↓ Click 'Read Original' [Register]