How do the thin and thin enterprises in the door and window enterprises become a best-selling area?
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Attacking weak parts of competitors
Here we use two metaphors - when the market cuts in, we should "fly the stone"; when the market is tough, we should "rapid the waves."
“Flying Stones†means that in the operation of the weak areas of doors and windows, we must first find competitors to operate in the same weak points in this area. In other words, we have to build hard sales in the soft-selling market of competitors and knock down opponents with speed.
"Rapids" is when we must attack the hard-selling market of competitors in the course of market operation, we must invest more than three times more than the competitors (three times the strength of the war). It is possible to rush and wash away competitors by urging our products to flow like a waterfall to the “stone sales†of competitors. The “Five Star Marketing Alliance†is a good example of “Breakfastâ€. Strong and strong cooperation to achieve mutual help, mutual learning, mutual cooperation, common market and common development.
Therefore, the strengthening of the weak areas of door and window enterprises is not how to improve their weak market, but how to attack the weak links of competitors.
Eliminate "two distances"
Sales should shorten and eliminate two distances: one is the physical distance between the product and the consumer, which is the distance between the door and window manufacturers to the consumers scattered in all corners; the other is the psychology between the door and window products and the consumers. Distance, this is the degree of connection between product value and consumer demand.
Eliminating the distance from the front, sales staff can easily make our door and window products from manufacturers to specialty store dealers, but from the door and window store dealers to the end customers, the process of shortening the distance is not easy, I put this paragraph The distance is called marketing "last one kilometer". Combined with the tailor-made nature of our door and window industry, this requires our door and window enterprises to have unimpeded service processes and good professional after-sales tracking, ensuring everything from order to measurement, from order to shipment, from logistics to installation. It is accurate, so that "the last one kilometer" can ensure smoothness.
To eliminate the second distance, we need to create congenital conditions for our door and window product planning, design and manufacturing. At the same time, we need to promote the whole process of the marketing staff. How to communicate with the consumers at the terminal is a key to getting through the marketing one kilometer later. A ring.
Sales volume is one of the criteria for measuring whether the door and window enterprise market is strong. Only by increasing sales in weak markets, finding weak points of competitors, and building hard sales can we turn weak markets into strong markets.