After the salesperson has explained the company background and brand strategic planning to the client, they should discuss operational ideas tailored to the local market and the client. The so-called operational ideas refer to how the brand will be operated, how to cooperate with stores, and how products will be sold.
Marketing Strategy: At a strategic level, such as creating a "Double Hundred Store" marketing model, helping clients build million-level or ten-million-level famous stores, helping clients achieve a hundred-store chain with millions in performance, or even achieving regional chain stores with tens of millions in revenue. Help clients develop ten thousand members, using a developmental and comprehensive terminal member development model to help stores acquire new customers and retain old members.
Promotion Model: For example, using a combination of poster promotion + trial pack experience + brand roadshows + store sales, new customer development + promotional activity enhancement + performance improvement + influence enhancement. Do not compete for the store's existing customers; instead, help the store develop new customer sources. Avoid the drawbacks of other brands that block stores, occupy store resources, and have hot promotional activities but slow overall store performance growth. Introducing new brands to attract new customers—this kind of model truly helps stores improve.
Development Method: Operational ideas: special-priced products, no cost, decisive external member development. Step one: fully cover development within a one-kilometer radius of the store. Step two: fully cover development within a two-kilometer radius. Step three: cover the entire city with targeted customer development, targeting small shop owners, enterprises, institutions, residential communities, shopping malls, supermarkets, schools, etc. This completely overturns the drawbacks of other brands waiting for customers in stores and grabbing customers from other brands, truly achieving growth in both store customers and performance.
Annual Operational Ideas: The theme plans for activities in all four seasons should highlight how to better develop the first batch of sunscreen customers. For major festivals, the theme activity plans should be highlighted. In spring, emphasize Valentine's Day and Women's Day activities, with novel themes and shocking intensity. Summer activities should seize the May Day long holiday, emphasizing large scale and strong intensity, rich gifts, and a strong promotional lineup. Additionally, Mother's Day activities can be included as a supplement to make summer activities more complete. Autumn activities should focus on maintenance, as customers have few skincare products after summer; seize the first batch of skincare customers to boost store sales. Winter activities should focus on Spring Festival promotions, the peak sales season of the year, highlighting the company's strength and absolute support in personnel and gifts. Also emphasize the grand scale of the four annual orders, with the most important being the very strong policy intensity. Annual activities and four-season promotions help build customer confidence in cooperation. When the client recognizes the operational ideas, that is when cooperation begins.
Market Operation: Let the client understand the specific details and promotion steps, the development strategy of decisive external operations, and set specific times so that 80% of the city's population knows the brand, 50% come into contact with the brand, and at least 10,000 people experience the product. Do not occupy the store's customer sources; instead, develop new customers outside.
Promotion Plan: Promote the brand concept with a focus on display marketing, do a good job with team promotion models, brand promotional vehicles travel through the city, activity posters are delivered to consumers, trial packs are sent to potential customers, brand roadshow teams tour the streets and alleys of the city, establish the brand concept, deepen the impression of potential customers, and promote product purchases. Advertising + posters + promotional vehicles + roadshow teams + trial packs = new customers. When the client recognizes the development model, that is the beginning of cooperation.
Promotion Model: "Go out and invite in" developmental customer source strategy, combining experience marketing and roadshows as a promotion model. Plan how long to cover one kilometer of customer sources, how many days to cover two kilometers, and finally cover the entire city. The customer source strategy perfectly integrates experience marketing, promotional strategies, and roadshow models for rapid development, rapid improvement, and rapid growth.
Developmental Terminal Operation Model: "Go out and invite in" to develop customers through product experience, and retain customers with a membership upgrade system. Because every store has its own customer base, and shopping malls, supermarkets, and small shops can survive, it means there are customer sources. The most important and emphasized thing is to develop customers who have never come to consume, and to convert other stores' customers into the store's customers.
Strong and Rapid Promotion: Joint promotion model—cooperate with local dairy agents to do activities like "Drink milk for free." Customers who spend over 100 yuan can claim a box of milk at any outlet. Hundreds of outlets across the city hang banners promoting the joint promotion with the store, giving the store free advertising across the city and enhancing its visibility.
Market Launch: Launching the market requires a lot of materials, manpower, and resources. The company's early activities must be executed strictly according to schedule: within three days of products being on the shelf, arrange product knowledge training; within ten days, arrange the first promotional activity; within thirty to forty days, arrange the second promotional activity. The client knows what the brand will do and when, giving them peace of mind and confidence to cooperate with the company. Because every step of the company's plan is clear and specific, the clearer the client is, the more confident they are, and cooperation will be faster.
The more detailed the specific plan, the better. It is advantageous if it is clear, easy to explain, and easy to operate. Clients value how products will be sold after being on the shelf, what sales methods will be used, and whether the methods are feasible and attractive. The sales model must be systematic, standardized, and highly executable to make clients more confident.
- In-store Promotion: Use quality products to develop customers. The store prints promotional posters, and the first batch of 5,000 trial packs is distributed within a one-kilometer radius of the store, targeting small shops, enterprises, restaurants, banks, China Mobile, China Unicom, and other units for targeted development. This can develop 80–120 customers, with sales performance between 8,000 and 15,000 yuan, over a three-day activity period.
Distribute trial packs in conjunction with annual activities. The second time covers two kilometers, and the third and fourth times cover the entire city. Each client receives 30,000 trial packs annually: the second batch is 6,000 packs, and the third and fourth batches are 10,000 packs each, covering the entire city. Distributing trial packs can indeed develop new customers. P&G's success relies on advertising and experience marketing models.
- Supervision and Store Visits: Sales突击队 combined promotions. Lay out giant喷绘 at the store entrance with 30 display racks, and a 20–30 person brand roadshow team tours the county from 8:00 AM to 11:30 AM, and from 2:00 PM to 6:00 PM, distributing flyers on both sides of the store to intercept customers and drive in-store sales. Roadshows enhance influence, and flyer distribution boosts performance.
Mid-term Improvement: In the mid-term, it is necessary to improve performance and develop a large number of customers. The company arranges larger and more sensational mid-sized activities to enhance the store's and brand's influence.
- Expert In-store Model: Activities to improve store reputation, combining public welfare and sales. Invite well-known experts from Jinan Traditional Chinese Medicine Hospital to diagnose patients, prescribe treatments, and provide health consultations. Since most women over 30 have health issues, the store does good deeds and customers welcome it. Combine pulse diagnosis with product integration, using massage techniques to promote product sales. Face-reading experts volunteer to read customers' faces; TCM retains customers, and face reading promotes sales.
Long-term Promotion: Clients enjoying ordering policies need to digest inventory. During National Day, Spring Festival, and the spring season of grabbing customers, activities are needed to stimulate customers to digest inventory. The company invests in larger-scale and more influential promotional activities.
Comprehensive Promotion: Promotional activities cover the entire city, promotional staff travel throughout the city, activity flyers cover the city, product promotions bundle 1+1, distribution 1+1, combination 1+1, plus "come and get, leave and get, and draw for prizes," and "brand gives, store gives, more gives" promotional activities to grab competitors' customers and boost the entire store's sales.
Square Display Marketing: Set up a stage in the local leisure square to display products, with image counters, promotional tents, rising balloons, large performances, roadshow teams, trial pack distribution, gift distribution, on-site draws, and other methods for large-scale sales improvement activities. Enhance store visibility and brand influence.
Comprehensive Analysis: Trial pack experience marketing, roadshow activities to enhance store visibility and brand influence, expert in-store to improve performance, membership service system to retain customers, and large-scale joint promotions to quickly digest inventory.
Trial packs let customers experience the product and understand the brand. Attract customers through experience marketing, use promotional staff's cross-selling to improve performance, offer special-priced products, luxurious mid-size samples, novel sales aids, member-exclusive products, and a membership upgrade management system to turn customers into loyal ones.
Strategic Cooperation: Help stores develop a chain franchise model, including store location planning, brand planning, counter design, store management, employee training, promotional planning, activity execution, etc. Provide full-process planning, guidance, and service. The company keeps its promises, supports each other, and achieves mutual benefit and win-win development.
Let clients see that the company has strategy, marketing strategies, novel marketing models, scientific market promotion, and practical customer development promotional plans that can truly help stores improve, truly reflecting cooperation and joint efforts. Specialty stores are very willing to cooperate with brands that have ideas and thoughts.
If the salesperson can clearly explain the brand advantages, company advantages, sales advantages, and development advantages, find potential customers, discover quality customers, and achieve rapid and smooth cooperation, it should not be difficult. Because stores are not just cooperating with a brand; they are finding a strategic partner for long-term development.
Reply with the following keywords to categorize and query relevant professional articles: Sales Supervisor, Second-tier Management, Regional Manager, Distributor Management, New Channels, City Manager, Competition, 2015, Manufacturer-Dealer Game, Product Slow Sales, Terminal Visit Management, Route Management, Deep Distribution, Internal Management, Sales Skills, Profit Improvement, Recruitment, Distribution, Daily Management, Team Motivation, Channel Promotion, Sales Misconceptions, New Product Launch, Township Market, New Product Pricing, Sales Target Achievement, Closing, Market Visit Inspection, Baijiu, Beer, Sales Increase, Agency Products, Cross-region Sales, KA, Terminal Merchandising, New Market, Market Operation, Learning, Book Recommendations, Inventory Management, Sales Novice, Consumer Promotion, Execution, Old Products, Expired Product Handling, Model Market, Investment Promotion, New Media, Distributor Development, Performance Appraisal, Assessment, Annual Planning, Shopping Guide, Morning Meeting, Display, Transformation, Inventory Pressure, Festivals, Distributor Cost Control, Channel Operation, Marketing Theory and Laws, Brand Truth, Order Meeting, Team Management, Training, Debriefing, Debriefing Report.