Course Background:
1.The business of traditional dealers under the new retail is becoming more and more difficult to do, more and more tired, and they have no confidence in the future;
2.Dealers are small and rich, lack of passion, serious business behavior, and finally rely heavily on manufacturers and other dependents;
3.Dealers have low loyalty and multi-brand management, and do not pay attention to the manufacturer's new products, resulting in a continuous decline in sales;
4.The dealer mom-and-pop store model is transferred to the company's operation, which will not be modernly managed, resulting in rising management costs;
5.Dealers are reluctant to develop distribution or terminal networks, regional market competitiveness declines, and sales cannot rise;
Today is no longer the era of making money by chance, e-commerce is besieged on all sides, brands are becoming more and more diversified, and physical stores can only build a large number of dealers with patterns, concepts, goals and capabilities.
Course Benefits:
Focus on the problems that students will encounter in the store, give ideas, methods, and tools for the problems and pain points, and focus on them without jokes and stories.
In the way of actual combat drills, the teacher talks about what to do, the students practice on the spot, and the teacher comments and provides on-site counseling, not only to teach, but also to let the students understand and learn.
Store managers have mastered a set of counseling methods to improve store performance, and they can coach store staff on the spot when they return to the store.
Course Duration:2 days, 6 hours a day.
Course Audience:**Business, dealer owners, market management personnel.
Course Method:Case analysis + actual combat drill + tool drill + on-site simulation.
Course outline
Lecture 1: Dealer pattern breakthrough - innovative thinking
Import:The New Normal of Business: Losing Money and Making Money.
Analysis:Why is business not doing well today?
Case:The model wooden door Yang always rose against the trend.
1. Innovation in retail thinking under the new normal
1.No matter how good the business is, some people lose money, and no matter how difficult the business is, some people make money.
2.The hardest time is also the best time.
3.What we complain about is what we should do.
Discuss:Why are people so good?
2. Self-imposed limits - we are the root cause
1.What you think the customer is, she is.
2.How well you think the product sells, it will sell.
3.All mediocrity is the result of self-imposed limitations.
Third, such dealers do not do well
1.Pattern reasons - dependence on activities, business thinking, blind diversification.
2.Execution reasons – no team, rigid thinking.
3.Mentality reasons - small wealth is peace, complaining about impetuousness.
Fourth, the five major competitive trends of retail in the future
1.Team building.
2.Experience the service.
3.After-sales engineering.
4.Channel integration.
5.Image building.
Fifth, the four characteristics of tens of millions of dealers
1.Learn.
2.Investment.
3.Altruism.
4.Hang on.
SixThe secret to the success of tens of millions of dealers
1.Corporatization.
2.Branded.
3.Standardization.
4.Service-oriented.
Lecture 2: Dealer competition breakthrough - brand thinking
Import:Is it a product or a brand?
Case:ANTA dealers.
First, the formation of brand awareness
1.Brands are like marathons.
2.A brand is like planting a tree.
3.Brands are like children.
Second, the four major brands of dealers are misunderstood
1.The brand has nothing to do with itself.
2.I'm just a middleman.
3.Only do one hammer deal.
4.Passive business consciousness.
5.Promotion is the company's business.
6.It's too hard to do direct sales.
Third, manufacturers win-win - common good will be win-win
1.Take the initiative – don't wait.
2.Cooperation - understand the manufacturer.
3.Communication – Communicate at any time.
4.Introspection – taking responsibility.
Fourth, how to build a strong regional brand for core dealers
1.The image is strong.
2.Promotion is strong.
3.The team is strong.
Lecture 3: Dealer Management Breakthrough - Innovative Methods
Import:Under the new normal, our profits come from the first.
1. Management of store profit loss leakage
Second, under the new normal, the four major reverse operations of dealers
1.Talent circle - the less business, the less people are hired.
2.The cost cycle - the less business, the more reluctant.
3.Strange circle of mentality - the less business, the more tempered.
4.*Strange circle - the less business, the more you love discounts.
5.Learning Cycle - The less business you have, the less you learn.
Lecture 4:Dealers - store drainage system
Import:How to do it in the offfield, how about the prosperous field.
Case:The inspiration brought by the restaurant is light and prosperous
1. Management strategy of off-market stores
Two things about the off-market store
1) Prepare for business – Neat is more than just clean.
2) Invitation and drainage - the purpose and type of invitation.
2.Five major preparations for off-market stores.
Second, the two major thinking and profit model of store drainage
There are two major ideas of store drainage
1) Commodity Thinking – Not all goods can be sold.
2) Profit Thinking – Design a plan that allows customers to take advantage.
Profit model of store traffic
1) Front-end concession - losing money and attracting people to earn money.
2) Mid-end profit - the number of transactions to lock customers to make money.
3) Back-end violence - the number of times you return to profiteering.
3. Six methods of store drainage
1.Ambience – A good vibe will attract people in its own right.
2.Word-of-mouth - the gold and silver cups are not as good as the customer's reputation.
3.Free - the front-end loses money and attracts traffic to earn times.
4.Alliance——Resource integration, strong cooperation.
5.Invitation - Reveal the secret of the invitation to come.
6.Interception – Let customers in front of the door rush in.
Fourth, five modes of free drainage
1.The main product is free, and the supplementary product is charged.
2.The main product is charged, and the supplementary product is free.
3.This time it will be charged, and it will be free next time.
4.It's free this time, and you'll be charged next time.
5.Apply for a card once, free for a long time.
Case Study:Kaisheng Home Textiles has more free drainage.
Fifth, the alliance of different industries - strong alliance model
1.Alliance: Like-minded can be compatible.
2.Benefit design: a good model can go far.
3.Cooperate with lock-ins: Lock-ins are hooligans without lock-ins.
4.Alliance Execution: The devil is in the details.
Case Study:The revelation of the brother marriage boss.
Sixth, the four keys to invitation
Landing Tools:**Invitation tool template.
Case Crack:The customer said that there was no time, how to deal with it?
Drill Coaching:Expert guidance students are invited to the scene.
7. Five operational standards for interception and drainage
1.Interception location.
2.Targeted screening.
3.Cause shaping.
4.Let's say you enter the store.
5.Say goodbye politely.
Case:Aiyifu intercepted and drained the traffic successfully.
Landing Tools:Intercept Diversion tool template.
Drill Coaching:Expert guidance students intercept and drain on site.
Lecture 5:Dealer - store KPI coaching
1. Customer retention strategy
1.Recommended interception: timing, elegant confidence.
2.Service retention: a great tool to retain customers.
3.Interception: Interception location and timing of interception.
Landing Tools:Customers retain three major tool templates.
Drill Coaching:Expert guidance students are intercepted on site.
Second, the store management of the market
1.There are two major pain points in Wangchang.
2.How to improve the sales capacity of the prosperous market.
3.Hospitality skills for customers in Wangchang.
Landing Tools:Welcome language template, fast order stable customer template.
Landing drill:Experts guide students on how to make quick orders.
3. Counseling the strategy of large orders
1.Three major obstacles to large orders.
2.Six factors that affect large orders.
3.Five strategies for large sales.
Walkthrough:Combine the industry to find a way to buy a large order.
Tool Coaching:Guide the landing tools for large orders.
Cadet Walkthrough:How to do Dalian single full counseling.
Fourth, counseling the odd number strategy
1.Buy-based sales thinking innovation.
2.Psychological analysis of customer bargaining.
3.*Four tips for handling objections.
4.Hypothetical hypnosis is used in sales.
5.The technique of forcing orders to retain at the door.
6.Top 4 strategies to keep you coming back.
Landing Tools:Objection templates.
Live Walkthrough:Three-step send-off training and the use of order forcing strategies.
Wrapping up interactions:Sort out the location of the course and answer students' questions on the spot.