How to improve the quality of promoters? Promoters should be trained from the following aspects.

1, giving the promoters focus and pride.

Promoters are often in terminal stores for work reasons, which are far away from corporate headquarters or branches, both geographically and psychologically. They easily feel inferior, think that their level is very low, and unconsciously exclude themselves from the company. Their particularity has caused a sense of psychological loss and a lack of "home" warmth.

On the one hand, promoters are in contact with customers, and at the same time, they have great contact with shopping guides and salesmen of other companies; On the other hand, objectively, it is impossible for the company to maintain good and effective psychological communication with them every day. Under the effect of this joint force, their loyalty to the enterprise can be said to be greatly reduced. Therefore, mobile phone companies should strengthen the corporate culture training for promoters, introduce the company's entrepreneurial process, development overview, honor awards, strategic planning, etc. in detail and systematically, and enhance the promoters' sense of belonging and honor. A sense of belonging can make promoters have a kind of devotion, and a sense of honor can make shopping guides more convincing when introducing products to customers, and also make them feel the same pride as enterprises. This enhancement of "concentration" and "pride" has virtually greatly enhanced the loyalty of promoters to enterprises.

2. Create a positive promotion mentality.

How to sell combs to monks? How to sell ice to Eskimos? These marketing cases are classic, not because these marketers are great, but because their mentality is great. The same is true for mobile phone sales. In the increasingly competitive market environment, mobile phones are no better than combs and ice! What promoters need is the mentality of selling combs to monks and ice cubes to Eskimos! This kind of tempering is by no means a day's work, and it needs perseverance.

There are many manifestations of positive promotion mentality, the most important of which is self-confidence, carefulness and perseverance. Promoters have to face many consumers every day, and the diversity of consumers makes the promotion work complicated. As a qualified promoter, first of all, you should be confident, be able to do this job well and make customers happy and satisfied!

Secondly, be a person with a conscience in life. A mobile phone promoter should not only have an accurate understanding of his company's product sales, but also have an in-depth understanding of competitors' products and sales, and should seriously consider the reasons for the gap between his company and competitors. Only by thinking more about everything can we achieve greater success in business. In addition, the carefulness of excellent promoters also shows keen observation. Only in this way, the promoters can truly grasp the customer's purchasing psychology, induce customers in a targeted manner, and use superb promotion means and sales skills in the sales process, so as to achieve the ultimate goal of sales.

Finally, we should have the spirit of perseverance. To promote sales, I am most afraid that I can't stick to it. Only the continuous accumulation of quantitative change will produce qualitative change, and at the same time, we must have a clear understanding and clear subdivision of the goal. Of course, the goal is not only reflected in sales volume, but also includes more work, such as terminal vividness, brand image, data reporting, timely information, customer stability, opponent biochemistry and so on. These are all reflected by the trivial and ordinary work of promoters. How to do these meticulous work thoroughly deserves serious consideration by every promoter.

3. Develop excellent vocational skills.

1) accurate career orientation

The work of promoters is trivial and monotonous. Without correct career orientation, it is easy to produce job burnout. The key to accurate career orientation is to realize the different effects of career orientation at three levels: earning a living, job hunting and job hunting. Making a living will only help them support their families, and finding a job will help them save some money, find a job and let them enjoy life and work.

2) Cultivate professional language and pay attention to professional image.

Dare to say and do is the basic condition of an excellent promoter. It can be said that ability is the necessary condition of an excellent promoter, and skilled work is the sufficient condition of an excellent promoter. How to combine your own products with competitors' products? Sell with the competitor's product portfolio? How to turn the shortcomings of products into shortcomings that are not shortcomings? How to make the advantages of products accepted by consumers who don't agree? As the saying goes, third-rate promoters are always confused about what customers want, and selling products depends entirely on luck; Second-rate promoters know what customers want, but unfortunately what they sell often does not meet the requirements of customers; First-class promoters not only always sell things to customers, but also convince customers that this is what they want.

Promoters represent the corporate image of mobile phone manufacturers, so the appearance of promoters is related to the service level of a mobile phone enterprise. A clean and decent appearance and polite and kind language will leave a deep impression on customers.

Only when the promoters establish a good appearance image and cultivate superb language skills will customers take the initiative to buy our products and mobile phone manufacturers take the initiative in the mobile phone market.

4. Cultivate self-management awareness

As a promoter, we should cultivate a good sense of self-management from the details. Can I go to work strictly according to the schedule of the mall? Can you arrive at your post five minutes in advance and do a good job in terminal sorting, rectification, cleaning, cleaning, literacy and safety? Can you leave a few minutes late after work every day to do a good job in "sunny days"? Can you insist on making various statistical reports in time: promotion log, weekly report, monthly information summary, user registration form, promotion activity registration form, inventory table, etc. Can you be strict with yourself during posting, and don't chat and play with other promoters ... The difference between self-management and quality of promoters is actually reflected in these details.

Promoters who stand at the forefront of mobile phone manufacturers shoulder the important role of contacting mobile phone companies and customers. Therefore, every promoter should strive to improve himself from the above aspects. Only in this way can we build a high-level team of promoters and create a bright future for mobile phone enterprises in China.

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Promotion plan mobile phone

Part I: Overview of activities

I. Analysis of Activity Background

If a few years ago, the mobile phone market had more successes than failures, and many "miracles" were created, then today's mobile phone market is close to saturation, and the mobile phone industry is one of the most competitive industries in China. In addition to black mobile phones, there are more than 1200 mobile phones sold through normal channels. The price war has greatly reduced the average profit of participants in the mobile phone industry (including manufacturers, distributors and retailers), and investors have classified this industry as a high-risk industry. It is very difficult and difficult to break through the tight encirclement, seize market share and stage a classic battle during the May Day Golden Week. But we don't have to worry too much about the marketing of mobile phones. With the progress of society and the development of science and technology, the marketing of communication industry has developed vigorously for more than ten years, which has cultivated consumers' demand for mobile phones. Where there is demand, there is market.

Second, the activity time

May 2006 1-7 (tentative)

Third, the venue.

Terminal sales shops and front-door performances.

Fourth, the way of activities.

Implement a combination of mobile phone display at the counter, group purchase concessions, signature machine sales and distribution of leaflets on roadshows outside the store.

Verb (short for verb) is the theme of the activity.

Listen if you want, and show yourself. If you like her/him, let her/him hear you. Love to listen and do, CRBT creative pioneer.

Part II: Activity analysis and strategy.

First, a review of the current situation of mobile phone promotion activities

The main problems in the promotion of well-known mobile phones at present:

1. At present, the promotion of mobile phone brand series has reached a brand maturity. If we don't adjust the promotion focus in time, we will face the dilemma of aging and monotonous repetition of advertising information, and the attention, attention and interest of the audience will change. At the same time, advertising efficiency will be reduced, resulting in a waste of advertising fees.

2. The current marketing methods basically stay at the tactical level, such as advertising war, promotion war, product development war, channel war and so on. From the perspective of domestic consumers, the tactical level of the competition has been "exhausted". Therefore, mobile phone marketing must return to strategic planning from tactical simple and rude competition.

3. At present, the promotion method of mobile phone is single, and most of them combine leaflets with roadshows, and take the way of giving gifts to reduce prices to attract consumers. This way is not conducive to cultivating brand loyalty and increasing market share.

This promotion opportunity

1. Focus on the activity, and combine various promotion methods such as in-store mobile phone display, group purchase discount, signature machine sale, and out-of-store roadshow distribution of leaflets. The novel form realizes the interaction between customers and specialty stores, and fully mobilizes the communication between customers and stores.

2. Through this activity, customers can learn about some excellent performances of listening to mobile phones, and through the selection of the most touching and touching awards, they have invisibly made a good publicity for the mobile phone shop.

Second, the main advantages of this activity

1, when the activities were held in May and 1 Golden Week, the audience flow was large and there were many target customers.

2. Novel and interesting publicity activities. The unique shape design features of the aircraft have a wide range of eye-catching, and a series of advertisements and reports can be designed according to the form of activities. At the same time, we can also fully consider the integrity and systematicness of current and future publicity and establish an uninterrupted rolling publicity model.

Third, the main strategy of this activity

1. Target consumer group: 18-40 age group, including college students, fashion workers, leisure people, etc.

2, through emotional exchange activities to stimulate public participation enthusiasm, with the help of this activity "care? Family? The theme of "harmony" advocates the communication between people and promotes the competition of traditional products to the level of brand image and brand value. Brand value is realized by enriching the connotation and extension of mobile phone brands. )

3. Emphasize the emotional factors of "connecting the society with communication" and highlight "culture behind the brand" and humanized setting.

Part III: Activity Settings

First, the outdoor booth layout

1, street layout:

Hanging banners (each with a different slogan) every 80 meters and 3.5 meters on the street facing the terminal store, one * * * three banners. They are "listen if you like and show yourself", "let her/him listen if you like her/him" and "do it if you like, and be a creative pioneer of CRBT"

2. Stage layout:

* 1 meter high, 4.5 meters long and 2.5 meters wide, covered with red carpet.

* The background is 4.5m long and 2m wide.

I love listening to mobile phones. 5. I love going public (use the flame of image to express the words "I love listening to mobile phones" in other colors, and the sound painted next to the listing highlights the shocking effect)

Write down: the grand prize is waiting for you (write the prize bigger and use other fonts)

* Put two stereo systems on the left and right side of the stage.

* Put a cardboard box with different prizes in front of the stage, 2m high, and pull it with a rope (lest the wind blow the box down and hit the crowd). Put a prize on the box and write down the name of the prize below.

* Put an air model in front of the stage.

3. Counter settings:

* The distance between the counter and the stage is 8m, and a square is formed by 12 glass counters.

* Put a 2.5-meter-high wooden tripod in the counter to put up posters.

* The real machine is at the counter.

* Put the model on the counter, and there are corresponding leaflets under the model.

* Mobile phones should be placed at the counter according to the price.

* Install a sun umbrella next to each counter (to prevent the machine from getting too hot and affecting salespeople and consumers).

There are two salespeople at each counter.

Second, personnel selection.

1, stage personnel selection:

The actors on the stage choose a band to perform with students from ordinary art schools. The band should try to be "sunny" and give people a kind of vitality. Students' performances are fashionable and dynamic, with high attention rate, which can better reflect the adaptation of mobile phones to target consumers and better retain consumers. The host's appearance and expressive ability should be commented, humorous, with strong on-site processing ability, and equipped with electricians (to prevent power problems so as to repair immediately, and also to help carry prizes, etc.).

2, the choice of counter sales staff:

First of all, these people should have sales experience, the appearance of the selected people should also be audited, and the service attitude should also be roughly evaluated. After training, they should know the functions and characteristics of every mobile phone they like to listen to, use mobile phones flexibly, and show different functions of mobile phones for different groups of people. There are two people at each counter, and her sales volume is directly related to her salary (thus improving the service attitude and sales performance of counter salespeople).

Third, the choice of clothing.

1, the stage personnel are free, and the choice of clothing colors is as bright as possible, as stylish as possible and not offensive.

2. The clothes of the counter staff (female) are the company's uniform dark short-sleeved shirts and professional skirt shirts. On the back of the shirt is the company logo, with the words "love to hear" written on the front, and the logo of the counter salesperson is worn.

Fourth, stage performance.

1. First, choose a song. The selected songs should be dynamic, rhythmic, cheerful and well known to the public.

2. You can choose children to participate in the game (children are attractive and can attract consumers' attention), and you can choose participants according to the size of the stage, such as listening at will and showing yourself. According to the shape of the mobile phone, say a paragraph in a pose that you think is the coolest, including the word "love to hear", and whoever has the most beautiful posture in a specified time will win; If you like her/him, let her/him hear you. Call your relatives or friends within the specified time, tell them that I love listening to mobile phone stores and participating in activities, hoping to share my happiness with you, and then say a short blessing, which won't be repeated at most; Love to listen and do, CRBT creative pioneer. Make all kinds of ringtones on the spot, play them on your favorite mobile phone, and let the audience participate in the voting. The winner with the highest number of votes will win the grand prize, and the audience who participate in the voting will also get a favorite mobile phone chain. The activities are interspersed with dancing and singing performances, and many competitions can be repeated, and several awards at different levels can be set.

The host introduced the newly developed mobile phone that he likes to listen to. Most of the introduced mobile phones should be high-priced and distinctive (don't introduce them for too long, introduce them according to the number of people, and be humorous when introducing them, so that consumers can listen, so as to increase sales when buying them).

4. If you buy a mobile phone with a gift, you can also draw a lottery. If you win the prize, the host should enter the prize to stimulate consumers to buy.

V. Distribution of leaflets

Hire 2-4 part-time leaflet distributors beside the activity stage to distribute DM product lists. Leaflets can be printed with questions and answers about certain product features. If consumers answer all the questions correctly, they can get the supervisor's signature at a specific counter, so that they can buy their favorite special-price mobile phone or limited-edition mobile phone (the special-price machine here is a mid-range model, and the special price is slightly lower than the cost). Here, the limited edition mobile phone is more attractive as a product that embodies fashion and taste.

The fourth part: Media publicity scheme.

I. Publicity cycle

On April 20th-3rd1,pre-publicity was conducted, and before entering the market, strong publicity was conducted through high-altitude media such as TV to arouse consumers' strong curiosity about this product. Through low-altitude advertisements such as POP, consumers want to know what "listening" means. (TV advertisements choose the local radio station where the terminal sales store is located to save costs. You can also choose a newspaper to carry out continuous advertising of storytelling. )

On May 1-7, the event was opened.

After May 7th, we will launch advertisements periodically after product promotion.

Second, the geographical coverage of publicity.

Focusing on the promotion place of the event, covering the whole province and the whole country.

Part V: Cost Budget

Fund required for the project: 1 10,000 yuan.

Media publicity expenses 5

The venue fee is 0. 1*5=0.5.

Employee allowance12 * 0.01* 5+4 * 0.005 * 5 = 0.7.

Banner 0.005*3=0.0 15

Flyer 0. 1 yuan * 10000=0. 1.

Give away a gift of 0.50 for free.

The performer's salary is 0.2.

Audio equipment rental 0.5

Other expenses 0.2

The site layout cost is 0.05.

Subtotal 7.865

Part VI: Service Support

I. Diffusion services

Launch a proliferation service suitable for the characteristics of mobile phones, and implement unlimited free download of mobile phone picture color ring tones (go to designated sales stores). Improve the quality of after-sales service, patiently explain the functions of mobile phones, and provide a variety of mobile phone maintenance to beautify the store.

Second, the group purchase discount

Group buying is a promotional activity that gives certain discounts when customers buy multiple mobile phones or when several customers buy multiple mobile phones together. The profit of group buying can attract customers to choose products. Customers generally have a psychology of "buy and earn", and the profit of group buying will make them feel value for money. Ai Xiang can achieve a substantial increase in the terminal sales of products with a profit of 1-5%, and consumers will not feel that the products are outdated.

Part VII: Promotion Evaluation

I. Social impact

This promotion is a performance strategy aimed at stimulating consumers' cognition, aiming at brand cognition, improving cognition and strengthening memory to achieve the most basic cognitive and knowledge purposes. It uses bands to attract consumers' attention, arouses consumers' interest by introducing mobile phones, playing games and receiving prizes for free, enhances consumers' memory and good service attitude, and advertises to let consumers see it, stop and buy it back until they are satisfied.

Second, the establishment and sustainability of the activity model

This activity is a universal model with low publicity investment, strong execution and strong influence, and it is easy to replicate and popularize.