1 As a qualified agricultural fertilizer salesman, you must first have the most basic marketing knowledge, and at the same time have a systematic understanding of professional knowledge, including the composition of various products, the advantages and disadvantages of various brands, price system, market strategy, industry development, regional market situation and market capacity of the industry, and the influence and demand of dealers, distributors, retailers and consumers on the industry. if
Before doing sales, market development and talking about customers, these basic knowledge are essential. Only by understanding these basic information can we have a comprehensive understanding of the industry as a whole and have a basic entry certificate. To understand the market, we should have the right attitude and method. For the specific target regional market, we can't just visit a few wholesalers in this industry, or judge the positioning market according to the information of visiting these wholesalers.
Through in-depth understanding of all aspects of regional markets, including regional markets. The product channel direction of the industry, the wholesale market of the regional market, the core retail market, the composition of the county market, and the industry characteristics of the regional market. At the same time, master the specific business conditions, management level, business ideas, economic strength and network resource advantages of core customers in regional markets; Only in this way can we have a comprehensive and in-depth understanding and understanding of the overall market; Only in this way can we develop customers with purpose, pertinence and initiative.
Regional managers should not rush into big stores and small shops to cooperate and negotiate when they first arrive at a new market, or dream of getting things done overnight, or they can dream once and for all. It is unacceptable for a blind person to meet a dead mouse. Through the tempering of basic skills such as industry understanding and market understanding, we have a thorough and comprehensive understanding of the regional market, and then have a clear understanding of the target customers of this market. At this time, we can rank the target potential customers according to the conditions we choose to cooperate with customers.
Before paying a formal visit to customers, there is still a very important thing to do, that is, to formulate a targeted business plan for each target customer, which should include the current business analysis, strengths and weaknesses in the industry, areas that need improvement and areas that need improvement. On this basis, combined with our brand promotion plan and market operation ideas, this paper analyzes the positive impact that our brand can bring to this customer and the promotion of its business when it is combined with this customer.
In the business plan, we should pay special attention to the combination of customers, markets and our own brands, especially to show that our brand marketing plan can improve customers' business and image. Even if it is still too late to make such a formal business plan, at least before visiting customers, we should clear our minds, understand the direction of cooperation with customers, the planning and layout of the market, and the operating ideas of the market in this lot. Only by considering and examining the significance of cooperation from the customer's point of view and thinking can we have a correct and reasonable negotiation state.
After preliminary preparation and investment, a formal customer visit was put on the agenda. Since our customers have given us an opportunity to show our products, discuss creativity and market planning, we should make good use of this opportunity to let our customers know, understand and accept our brand correctly. The appointment time of the regional manager should be arranged at the time when the customer's business is not too busy, and at the same time, it should be separated from the customer's business store as far as possible, at least in the customer's office, so that the customer will have the energy, time and mood to listen carefully to the introduction of the product, brand, market concept and business plan by the regional manager, so that the customer can calmly understand the promotion and positive impact of the brand on his business, especially in the market network development, our market investment and the whole year.
We should make full use of our own product advantages, brand promotion ideas, market advertisements, investment in promotional materials, market follow-up by personnel and professional industry image to impress and convince customers. Show the business plan to the customer objectively, maybe the customer has reservations when he is tempted. At this time, it is necessary to give customers a space to think, so that customers can seriously, comprehensively and correctly consider that joining hands with each other will bring them business and image enhancement, and seriously understand the positive significance of cooperation between the two sides.
According to the actual situation of the visit, every customer who visited was carefully sorted out and queued, and the demand of the intended customers for the brand was seriously considered. Then according to the sorted situation, make different follow-up plans for different customers, especially those with the first and second goals, and carefully make follow-up plans. At the end of the visit, when you say goodbye, you should leave a foreshadowing for the next visit, agree on the next visit, or create opportunities for the next negotiation, reach an understanding on the specific conditions of cooperation at the right time, and move forward in the direction of further single payment or even signing a comprehensive cooperation agreement.
It is the most dangerous and stupid behavior for a regional manager to pin all his hopes on one customer. We must find out who is willing to cooperate with us, and we will decide the customers. Rather than which customers we are willing to cooperate with, we lose the initiative. It is necessary to determine the list of customers who agree to cooperate with us, select the best ones from them, negotiate with each prospective customer one by one in turn, always take the initiative in the negotiation, and finally lock the customers by using the exclusion method.
At present, pesticide enterprises are decreasing and fertilizer enterprises are increasing. At present, fertilizer is relatively saturated, and increasing sales volume has become the most important challenge for all enterprises and agents. What do we do? Promotion has become a simple and effective means. According to my personal experience, I would like to share with you the promotion methods, advantages and disadvantages.
First, gift promotion
At that time, I was very young. At present, a well-known enterprise in Linyi has another trademark, and the advertisement was fierce at that time. In the season when fertilizer is about to be used, the company publicizes that the car is carrying towels and playing music. At that time, farmers were curious to come out and watch, and local dealers were also present. Enterprise personnel explain to farmers and use farmers' psychology-order towels. Anyway, it's season, and it's time to use chemical fertilizer, farmer. Promotion naturally takes the lead and has a greater chance of success.
advantages and disadvantages
With the help of farmers' psychology, they completed the promotion one step ahead of schedule and gained rich profits. At that time, because the promotion activity had just begun, it was relatively successful, but the way was aging and it was not suitable for the current market form.
Second, the "Law on the Promotion of Literature and Art to the Countryside"
It has been five years since the rise of this method. Song and dance performances are held in the evening to attract farmers to watch. How about the intermediate link? Agronomist? Exaggerate and explain the role of fertilizer, and then cooperate with gifts to attract farmers. If necessary, the local distributor will guarantee the quality. How many dealers will they find? Joe? To confuse the peasants and then rush in and come up? Snap up? Yes
advantages and disadvantages
This way can effectively gather people at that time, grasp the psychology of watching, and the atmosphere of explanation is also good, so the success rate of ordering food is relatively high. However, because most agronomists are fake, the curative effect is exaggerated and it is easy to produce sequelae. People took the money and left, so you should deal with it slowly. The cost of this method is high, and the price of fertilizer will increase invisibly. Although gifts are given, no matter how clever farmers are, they will not buy them if they are much taller than others. If the atmosphere is not good at the beginning of ordering, this method will be ineffective.
Third, the expert lecture visit method
With the long-term use of the previous methods, farmers also realized the disadvantages and stopped believing. In order to show their strength, they found a cheat expert, went to the countryside by car, gathered people together with small gifts such as pesticide shoe brushes, and then took several farmers' representatives to visit the warehouse, had lunch at noon, and then went back to take the lead in ordering. As the saying goes: take somebody else's hand short, eat somebody else's mouth short. ? I can't help it, just this once! This method was often used in some small enterprises at that time, and the effect was not bad.
advantages and disadvantages
Taking advantage of farmers' honest psychology, they are embarrassed not to eat, and some prestigious people participate, which has a high success rate. But after all, he is a liar who is prone to make mistakes in the course of lectures. Good things are sometimes misunderstood. There are many false elements in the lecture. I remember once a swindler poured water on something used in construction and solidified it. Then he said that fertilizer keeps water. At that time, a farmer said that he used it at work. So it failed. When you visit the warehouse, it is easy to have a bad influence. Even if your warehouse is full of good things, on the contrary, as long as you are old, farmers believe that bad things are good.
Fourth, the method of going from village to village.
The use of various promotion methods is no longer effective, there are more and more fertilizer outlets, and business is becoming more and more difficult. Do you want to do nothing or find another way out? Finally, some quick-witted wholesalers thought of a new way, that is, to let retailers lead their own or factory salesmen to their familiar farmers' homes and convince them with connections and real professional things, just to take advantage of farmers' inability to shirk their psychology, complete orders and, of course, give generous gifts, after all, in order to reduce expenses and prices. Familiar people will also go to unfamiliar people's homes after booking, say that they have booked, and then show the order to others. After all, it is not easy to get rid of it from the villagers. They will order it anyway, even if it is only half.
advantages and disadvantages
Cost-saving, for a single communication, better communication, the order success rate is higher than any other method. But ... the efficiency is relatively low, and it takes several days for a bigger village. If necessary, it can be divided into multiple groups at the same time, but the personnel should be arranged reasonably to avoid getting twice the result with half the effort.
The common promotion methods are probably the above, but with the land transfer, farmers' professional knowledge is also constantly enhanced, right? Wool is on sheep? Gradually we have some immunity to these methods, so how should we stand on our feet? This is a question worthy of our deep thought, especially for agricultural workers in our new era. We should consider how to be bigger and stronger, instead of just thinking about making money.
In the future development of agricultural resources, in order to gain a firm foothold, we must do the following:
First, enrich your professional knowledge. Only by knowing more than farmers can you convince them, sell them things and earn money. Speaking of making money, this is not a tacky question, because this is the purpose of our business.
Second, we should constantly update our thinking and make distinctive things attract others. In the past, the use of electric seed dressing machines and electric sprayers should benefit from the provision of shops that call early. Now, corn seed fertilizer precision seeder and so on are all necessary tools for our success.
Third, don't manufacture and sell fake and shoddy goods, and earn conscience money. With the continuous strengthening of national law enforcement and the popularization of popular science knowledge, fake and shoddy things will not last long, and the chances of being seen through are even greater. Besides, we must take into account that what we earn is farmers' money, and we can't let the poor and angry people be fooled. When they know that you are lying to them, they will never believe you again.
Fertilizer sales plan 3 1. Product strategy.
Product strategy is mainly reflected in the appearance, color and packaging of particles. There are two points that need special attention. Appearance? Won. Now farmers generally like it? Beautiful? Fertilizer, where the same variety of fertilizer is placed, must be the one with large particles, less dust, mellow, uniform and bright color. Second, the packaging forms should be diversified to facilitate farmers' purchase and use. Now fertilizer is basically 50 kg and 40 kg in a bag, which is too big and heavy. Nowadays, in rural areas, men go out to work and women farm. It is too much trouble for women to carry such heavy things, and it is easy to absorb moisture and dissolve after unpacking, which is very wasteful. It is necessary to produce lightweight packaging of 25 kg, 15 kg or even 10 kg for farmers to choose.
2. Brand strategy.
Brand strategy is mainly embodied in two aspects. First of all, we should establish an overall brand of domestic fertilizers to compete with imported fertilizers. At present, the prices of some varieties of imported fertilizers are quite different from those of domestic fertilizers. Taking diammonium phosphate as an example, the market price of imported ammonium phosphate is about 2000 yuan/ton, while the market price of domestic ammonium phosphate is only about 1.700 yuan/ton. In fact, there is not much difference between the two. The second is to establish a good corporate brand. Now in the fertilizer market, it is also a domestic brand. The selling price of brand products is higher than that of non-brand products per ton 10 ~ 20 yuan, and it sells faster. Taking a chemical fertilizer plant with an annual output of 500,000 tons as an example, the net profit thus increased is 5 million to 6,543,800 yuan.
3. Price strategy.
Because the internal quality of chemical fertilizer products is similar, farmers' purchasing power is low now, and price reduction has obvious promotion effect. It is estimated that the current demand price elasticity coefficient Ep of chemical fertilizer products is as high as 3 ~ 8. Take urea as an example, if the sales price is reduced by 100 yuan/ton, the sales volume will increase by 30%. Therefore, in today's fertilizer market, the trend of low-cost sales is prevalent, especially for enterprises to explore new markets, almost without exception, low prices. However, we should also see that the low-price strategy is a double-edged sword, which can hurt people as well as ourselves. If the price is too low, the enterprise will have no profit, and the enterprise will lose the motivation to develop and innovate. In addition, in the minds of many consumers, low prices are often associated with low quality. If the price is too low, it will have a great negative impact on the product image and corporate image, so we must be cautious about the low-price strategy. On the contrary, adopting a middle-priced strategy or even a moderately high-priced strategy can sometimes cater to consumers' psychology and be more successful.
4. Channel strategy.
In the past, production enterprises could only sell chemical fertilizers to agricultural companies, and the sales channel was unique. After the promulgation of the State Council Document No.39 1998, production enterprises can sell to agricultural companies like agriculture? Three stops? , but also direct sales. These three channels have their own advantages and should be comprehensively utilized. The author thinks that direct selling can reduce intermediate links, lower the selling price, benefit the farmers' brothers, and at the same time, it can greatly speed up the payment and ensure the safety of funds, so it should be vigorously developed in the future. Production enterprises can set up direct selling outlets in villages around the enterprises. Where fertilizer is needed, it can be delivered to the door with a phone call, which not only greatly facilitates farmers, but also allows them to firmly occupy the channels of agricultural companies in neighboring cities. The most important thing is to emphasize business ability. Grasp the superior and put the inferior? Focus on those agricultural companies with strong financial strength, many business outlets, strong market development ability, good operating conditions and good reputation, and let them become the total distribution and general agent of regional markets, so as not to lose the market, but also to effectively resolve business risks and improve the quality of market share. Agriculture? Three stops? The advantage of the channel lies in theirs? Expert? Identity, they are professional agricultural technology departments, often dealing with farmers, guiding farmers to apply fertilizer scientifically, and farmers can trust them. At the same time, compared with agricultural companies, their personnel burden and historical burden are lighter, and their profitability is stronger, although agriculture at this stage? Three stops? The proportion of fertilizer sales is not large, but there is no doubt that agriculture is in the future? Three stops? It will play a decisive role in fertilizer sales, and enterprises should vigorously develop agriculture? Three stops? Cooperation.
5. Promotion strategy.
Influenced by the traditional planned economy, many fertilizer enterprises think that it is enough to sell their products to agricultural companies, and the promotion work should be done by agricultural companies. This concept is very wrong. At this stage, fertilizer enterprises should do a good job in the promotion of the following two aspects: First, vigorously strengthen advertising, go deep into rural areas to publicize products and enterprises in a form that farmers like, improve the visibility and reputation of products, enhance corporate image and cultivate loyal consumers. Second, vigorously strengthen agrochemical services, provide technical advice for farmers free of charge, guide farmers to apply fertilizer scientifically, enhance the affinity between enterprises and products, and make farmers happy to buy their own products.
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