How to sell bras to men?

Abstract: An eye-catching marketing story there are 5 college students majoring in marketing to apply to a female underwear company in Guangdong, perhaps by the network can be circulated to the comb to the monk? This creative inspiration, the company's official before the salesman has such

An eye-catching marketing story there are 5 college students majoring in marketing who apply to a female lingerie company in Guangdong, perhaps inspired by the idea that "you can sell a comb to a monk" on the Internet, the company has a test for a former salesman: the sale of a brand bra to a school boy, And in the specified time to complete a certain sales tasks.

The first salesman, quietly visited a few familiar little brother, have been rejected. Later brainwave, he paid for 10 bra, and then return to the company within the time required to report.

The second salesman, visited a lot of boys dormitory, and asked to buy a bra, his behavior by many boys scolded as "crazy!" "Pervert!", but he still persisted every day, finally moved a boy who is also read marketing, out of sympathy for the difficult alumni employment, bought 1 bras.

The third salesman, repeatedly thinking about several sets of marketing plans, and finally decided to develop some small brother to become sales representatives, to their female students to sell products. But because it is small brother to sell, they lack the necessary training, although the young people are working hard, but the total sold only 30 bra, and most of it is sold to their girlfriends.

The fourth salesman, back to his alma mater to find the original head teacher, said to and the next few students to carry out a sales practice of exchange activities. He stressed that the interaction and communication with little brother and sister can broaden the horizons of students, and then he will be a lively marketing case, in the on-site marketing demonstration. The class teacher felt that there was a reason for this small activity by default and support. As a result of the arrangement of a few "inside", in a few iron buddies enthusiastically led, finally moved a lot of small brother younger sister, they are out of the psychological, everyone to buy one. At that time, a total of 80 people were present, 5 of whom were "one's own", so the salesman sold 75 bras altogether.

Fifth salesman, after full analysis, back to his alma mater to find a business-minded college director, in order to increase the number of students work practice for the name, launched a sensational activity: "Can you sell bras to boys?"?—— and facing the employment situation, an international brand marketing experts hands-on training seminar! " The activity content is: Hires an international brand marketing general manager to hold the marketing actual combat special lecture, each student can participate voluntarily, because of the training site limit, each participant must pay 60 yuan the activity organization expense. At the same time, as the last part of the training session-a very challenging practice: each participant is responsible for selling 2 bras (no charge) to the boys within one weeks and selling the income as compensation for purchase tickets.

Activities will also be held in the hospital after the summary exchange activities. Because of the serious employment form, for such a set of theory, skills and social practice in one of the creative projects, in the college director of the strategist, in the class caused a strong response. After a total of 600 people participated in the event, sold more than 1000 bras. Marketing general manager of the company also attaches great importance to the establishment of the company's image of the PR incident, in person to do a wonderful speech, the students to participate in this event are very satisfied!

Summing up the above story is simple, but let us see different people under the same pressure, will produce different behavior, so formed a vivid face. The so-called "mortal beings", the story about the face is so not exhaustive, just as our marketing business staff, how many faces they have? We can say with great certainty that the salesman has more than one face! Salesman has at least 5 different faces.

First face: Deceptive type

The first salesman belonged to this type. The main feature is the lack of hard-working spirit, in the face of pressure do not want to crack the existing difficulties, but the first thought how to cheat in the work, deceive the company and customers, mixed over. This salesman has their own "routines", like to give leadership design "castles" small game in order to exchange in the company's tenure, the ultimate goal is to cheat day mixed day to calculate one day, good at travel expenses to make up for their own income deficiencies. In each company is probably "mixed" 3 months or half a year time. A lot of new employees in business or enterprises, in the work for a period of time, when the performance can not be breakthrough, in the sales of the task of high pressure, it is easy to degenerate into this type.

To use this face, the enterprise itself in the formulation of assessment objectives, not simply to sales performance as a measure of indicators, to avoid some salesman can not bear the pressure of sales targets, the company forced to "fake." Of course, in order to avoid some salesman nature so, in the selection of staff, if found that the other side job-hopping higher frequency, it is necessary to be vigilant, to the original unit to understand the reasons for the real separation. To the formal employment of staff, but also in advance to develop a more quantitative, systematic sales management assessment mechanism, to believe that the data, do not blindly listen to some salesman's good words and commitment.

The concrete can start from the following 3 aspects:

1) Pay attention to the daily management of the salesman, especially the basic information of the business process, find ways to enhance the transparency in these aspects and reduce the chance of fraud by the salesman. such as recording the daily Business Contact telephone, record each prospective customer negotiations, establish a formal cooperation of the customer file and to record each business phone summary, etc., strengthen the inspection and guidance to these work, to avoid the salesman perfunctory.

2 pay attention to the psychological comfort of the salesman. For the performance of the salesman can not effectively breakthrough, at this time the mood is often more impetuous, to help them find out the reasons for existence, and to give appropriate guidance and method tips, is to help them out of the important means of confusion.

3 Pay attention to the achievement of the main professional values of cultivation, and within the company to create such an atmosphere.

Second face: Persistent type

The second salesman is a persistent type of sales staff, down-to-earth, there is an indomitable "Oggsford". The disadvantage is not good at paying attention to methods and skills, business efficiency is low, also formed the second face we said. This kind of salesman every business trip will be down-to-earth to visit the market and look for customers, although the success rate is low, but still achieved a certain performance. Unfortunately, because of the lack of flexibility in the way markets are developed, overall performance is lagging far behind. His problems are mainly as follows:

A The object of the negotiation is lack of pertinence. No prior to the positioning of their products, selectively to find suitable for their own dealer negotiations, so talk about a lot of resources are not suitable for dealers, wasted a certain time

b The technique of introducing the product is wrong. Do not know how to reflect the core interests of customer concern (such as product can run volume, can make money), always stressed the quality of products, the materials used are imported, and ergonomic design, wear it very comfortable. These words dealers listened to the interest is not big, finally was the dealer a word to stop: "Your product quality is good, but the price is expensive, cannot walk how much, therefore cannot make the money!" I'm not interested.

c negotiation efficiency is low. Do not know how to eliminate the concerns of customers in the negotiation of new brands, and to develop an attractive product listing plan to incite the customer's passion for cooperation. The fear that customers are afraid of losing money cannot be eliminated, so negotiations often have little real progress. Many new entrants to the business in a certain period of time because of the lack of actual combat experience, often also easy to show this state. To use this face, whether the salesman himself or the leader, to be good at the following several aspects of strengthening:

1. Strengthen training in business skills, such as speaking skills, communication skills with customers, and how to visit unfamiliar clients and so on.

2. As far as possible, the development of some of the market key work into a "standardized" practical teaching materials, used to train the salesman. That is, according to the successful experience of sorting out a lot of standard procedures and methods, even when the customer questioned how to skillfully respond to the answer, find what type of dealers, strange city how to find, through what way and so on.

Third face: Ordinary type

The third salesman belongs to this type. The main characteristic is the thinking and the way of doing things more conventional, regular, easy to be subject to the knowledge structure of the book limit. Even in the work of creativity, is not a good idea, but good at learning and learn from other people's successful experience, which formed what we call the third face. Many of the salesman after 2-3 years of work, as well as the performance of the salesman mostly belong to this type. They already have a certain business experience, can basically independently carry on the business work. But they are not as good as the business staff, whether the implementation capacity or thinking, still a certain distance.

This salesman can only be used to develop "thick strokes" of the sales network and maintenance of the customer, for the implementation of the depth or system marketing policy is unfavorable. If reluctantly, it is often easy to be carried out in the process of some of the firm troubled, and even lost the direction of implementation! To use this face to enhance their combat effectiveness, you must help them develop an "upgrade plan":

1. Don't just give them theoretical training, they no longer need theoretical charge. Should let them learn some of the reference value of the in-depth implementation of successful cases, market norms, methods, tools and other practical knowledge, skills.

2. Let them have the opportunity to contact some of the more outstanding business personnel, regular exchanges, to obtain some depth of the operation of the inspiration.

3. Corporate management should help them develop market-specific methods, especially in detail, so they can go further.

4. In the implementation process, the management of the company should follow up their implementation process, especially when they are unable to effectively implement the policy and feel confused, should give them timely inspiration and guidance.

The face of the four: speculative

The fourth salesman belongs to this type. The main feature is the typical opportunistic, has the ability to observe things and grasp the opportunity, can boldly imagine, the situation to achieve sales goals, forming the fourth face we call.

According to our original experience, a lot of good performance of the salesman belong to this type. They have a certain ideological and executive power, work independence, good at independent and flexible to dismantle the company's market policy, in order to facilitate the development of the channel. But like quick success or too speculative, easy to lead to a lot of market work "Sequela"! It's often a headache for the successor in the regional market! They also like to drill the corporate management of the "loophole."

They are easy to be complacent when they have performance, sometimes they will use the opportunity to coerce their own leadership, or even think they can do it on their own, job-hopping to some companies to do marketing director. In fact, business ability is not equal to leadership and strategic management ability! If you are this type of salesman, in order to achieve performance should be open-minded, lest be some lack of foresight managers mistakenly think you are embarrassed, coerce leadership, and find reasons to open you. This kind of salesman also has many advantages, is the first three kinds of salesman should study well.

1. Good at thinking about the psychological state of the negotiators, and can adjust the negotiation strategy quickly, so the success rate of negotiation is very high.

2. Good at netting the use of the dealer's human resources.

For example:

(1) A lot of salesman is not stationed in the dealer there, the dealer's inventory and product sales can not timely and accurate access to firsthand information. The salesman can make good use of the resources in hand, to the dealer's business manager a few points of "Black Deduction Commission", the business manager not only in time to provide him with the front-line market information, but also very actively promote the company's products in the local sales!

(2) The salesman came to the dealer there, but also know how to netting dealers warehouse managers, effectively avoiding the company's products in the dealer warehouse is not in place for the loss of management, and this link allows him to get the dealer's inventory information at any time. This kind of salesman overall to the enterprise has the relatively positive effect, already is the relatively rare talented person. If you can further avoid weaknesses, it is easy to become the enterprise's "star" sales staff.

Enterprises in the formulation of management policies, mainly to avoid their quick success.

1. The Performance Commission does not take the month as the calculation period. As far as possible by the quarterly and annual Composite Commission calculation form, that is, a small number of quarterly first, most of the year-end commission.

2. The employment cycle should not be too short and the original 1-year employment contract should be changed to 3-5 years. The ideal way is to combine the "talent-talents-people wealth" guiding principles, design a can make the salesman in the company peace of mind, stable development, and can gain long-term salary policy. So, this kind of salesman in the market work, mentality will have obvious adjustment.

3. In the end of the contract half a year, to appropriately strengthen the work of such salesman "concern", timely detection and correction of some bad business behavior.

4. Provide them with appropriate training in strategic management.

Fifth face: PR event Type

Also called "Resource integration Type", the fifth salesman belongs to this type. The main features are eclectic, can be bold creative, effective planning, and good use of public relations events to integrate the resources and interests, to achieve a participatory party identification of the "mutual win" situation. Especially for the more intense competition today, this kind of business personnel easy for the enterprise to create a "long-term stability" of the regional market environment, but also the sales Manager, marketing director position of the ideal training object.

We are talking about the fifth face, but also the most elite face. They not only have speculative salesman good grasp of the advantages of opportunity, but also good at creating a new demand and favorable sales environment, good at planning a positive impact of public relations events, good at grasping the core of the problem and formulate a clever policy, so that all parties involved in the event to become the faithful executor and advocate. The fifth salesman is a very rare talent. From a few small things will reflect a good strategic management and public relations ability.