Riding along with delivery vehicles is a fundamental task that frontline sales personnel must perform. It serves as an excellent channel for providing customer service and communicating customer relations. Not only does it enable a better understanding of the market and finding solutions, acting as the customer's advisor and参谋, but more importantly, it deepens the emotional connection between salespeople and customers, greatly enhancing customer enthusiasm and cooperation. Riding along is also one of the most arduous tasks, enduring scorching heat in summer and biting cold in winter. Some salespeople, through a day's work, gather a wealth of information, summarize valuable experiences, and identify methods and strategies to boost market sales, significantly contributing to sales growth. However, most salespeople end up being mere porters for the day, drenched in sweat, with aching backs and legs, exhausted, and falling straight to sleep upon returning to the hotel. Imagine such salespeople—though they work the hardest and most diligently, what are the results? Their market performance may not improve, and their sales skills remain stagnant. So, what should grassroots salespeople do during vehicle operations? Below, we break down the actions involved in vehicle operations, hoping to provide some assistance to frontline staff.
Action 1: "Communication" Communicate policies and strengthen relationships. Typically, customers are busy with business and have little time to sit down and talk. If you accompany them on a rural distribution trip, it presents the perfect opportunity to discuss promotional policies, formulate market plans, understand market information, and build rapport.
Action 2: "Inspection" Check the implementation of company promotional policies. Since the company has corresponding promotional policies for the market each month, and due to varying market conditions and customer cooperation levels, there may be instances where policies are not fully executed or expenses are withheld. This can seriously hinder the advancement of marketing policies and affect product sales. Through market inspections, such issues can be avoided.
Action 3: "Discovery" Identify blank outlets, understand why terminal outlets do not stock products, find problems and solutions, and increase sales opportunities. No matter how mature a product is, its coverage rate rarely reaches 100%, and there will always be some blank outlets that have not been developed. Salespeople can easily spot these blank outlets during vehicle operations, identify the reasons for non-stocking, and then leverage current promotional policies to help customers successfully develop these outlets, thereby increasing sales opportunities.
Action 4: "Unboxing" Unbox and place products on shelves, cultivating the habit of customers or their staff to stock downstream customers' shelves. When customers or their staff deliver goods, they often unload, collect payment, and drive off. However, this misses many sales opportunities. Terminal customers may be too busy to restock shelves promptly. At such times, salespeople should check whether products on the shelves are out of stock. If so, they should unbox and place products on the shelves to ensure adequate product variety, preventing sales losses due to delayed stocking.
Action 5: "Seizing" Seize the best selling spots to increase product visibility and sales opportunities. Statistics show that products with higher visibility have greater sales potential. Therefore, companies with promotional assistants often require them to follow planned areas and routes, regularly maintain products, and seize the best selling spots. As salespeople, you should also perform this task, placing your products in positions that are most visible, easy to reach, and easy to obtain for consumers. Convenience for consumers translates into more sales opportunities for the company.
Action 6: "Tidying" Since terminal store customers are busy, products on shelves are often not meticulously maintained. Over time, products may become dusty and disorganized, diminishing consumers' desire to purchase. Proper shelf arrangement and maintaining product cleanliness can better attract consumers' purchasing interest. Understanding customer psychology and seizing opportunities can facilitate sales.
Action 7: "Proximity" Place products near well-known competitors to leverage sales. Due to consumers' herd mentality, most believe that products placed near high-profile brands are also among the best sellers. Therefore, placing your products next to well-known brands can undoubtedly enhance your product's visibility. Additionally, most well-known products occupy prime positions in terminals, so being close to them can secure better shelf positions, thereby increasing sales opportunities.
Action 8: "Seizing" Seize terminal customers' psychology to close orders. Through face-to-face communication with terminal customers, you can better grasp their needs, gather more market information, and identify more sales opportunities. By combining relevant company policies, you can maximize sales orders.
In summary, grassroots sales work is the most demanding in any company. As salespeople, you must first understand your job responsibilities to progress step by step and continuously improve. The above eight actions may seem independent, but they are actually interconnected and complementary. By demonstrating these eight actions, the primary goal is to act as a coach, teaching customers or their staff how to develop the market and make products more vibrant. Only when customers' market operation capabilities improve can market sales be better enhanced.
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