Will You Pass On Risk Today? How To Make The Off-Season A Peak Season?

Customer communication, risk shifting

Enterprise in

At the end of the off-season, we must pay attention to communication with customers, do early sales settlement and follow-up sales service for old customers, do liquidation for customers' rebates or bonuses, avoid customers' doubts about enterprises, and do follow-up sales service at the same time. Customers need less volume in the off-season, so enterprises should treat them equally and do well delivery service.

Through the communication with small distributors and various promotional means to attract them to stock up.

As for the small dealers below, capital is generally the biggest constraint on their development. Enterprises can communicate with them to publicize the price advantage of stocking in the off-season, and encourage small dealers to make stock through various incentives.

Promotion

It reflects the need to care for consumers through advertising. Demand for products can be changed by the needs of consumers.

If drinks sell well in summer, they will enter the off-season in winter.

Lulu, aiming at the sales situation in the two seasons of summer and winter, disseminate "dew dew in summer" and "hot dew dew in winter" through advertisements to guide consumers through different functional appeals, publicize "cold drinks and clear summer heat, and hot drinks go cold". After this series of publicity and publicity, people have changed the habit of drinking less beverages in winter, and promoted sales of products effectively.

Through the promotion of business to attract consumers, the price advantage of off-season is a major factor that attracts many consumers and dealers. Discount, buy gifts and improve the added value of products can attract a lot of consumers who are sensitive to price. Besides, for some dealers who choose to sell in the off-season, the price factor is the main reason for their risk taking stock.

Cost reduction = increase income

It is an indisputable fact that sales performance will decline in the off-season. When enterprises have made efforts to improve their performance through various marketing efforts, enterprises should consider the equation of "reducing costs = increasing income".

The decrease in cost is mainly due to the reduction in the cost of management in the off-season sales of the enterprise.

Marketing expenses are mainly composed of business entertainment expenses, public relations fees, travel expenses, office expenses and other basic operating expenses and marketing expenses.

Because of the esteem of the so-called emotional marketing and the intensification of market competition, the high marketing cost has been causing endless troubles for enterprises.

In this regard, enterprises in the off-season sales should strengthen the control of marketing costs, reduce consumption.

We should strengthen the supervision of salesmen, formulate a reasonable proportion of marketing expenses, and control the cost of marketing under this proportion; establish and improve the mechanism of supervision and examination of marketing expenses; if we combine the reimbursement of bills with the basis of bill credentials, for example, reimbursement of marketing expenses, we must provide the third party monitoring certificates and feedback data; and strengthen the inspection and control of various marketing campaigns.

In the face of alternate seasons such as seasonal rotation, enterprises can only lead the consumption with a positive attitude and implement creative marketing, so that they can get out of the vicious circle of the off-season and improve their sales performance.

Changing the concept of off-season, and promoting the off-season market

As the saying goes, "there is no recession, only to fail to win the battle". The sales of many enterprises have fallen off in the off-season, not because the sales of enterprises are not going out, but because the idea of off-season enterprises is causing trouble.

When it comes to the so-called off-season, enterprises think that the target customers no longer need the products of enterprises, and no matter how hard they work, products can not be sold. Therefore, sales activities have not been done, market development has also been reduced, customer visits have not gone, business strategy has become rigid, and the result of such a direct result has become increasingly low sales performance, while enterprises tend to attribute it to the reason for the coming of the off-season. The result is that enterprises will not work hard even if the next off-season comes, so they will fall into a vicious cycle of "off season" sales.

Haier Zhang Ruimin once said, "there is no off-season market, only the idea of off-season."

Therefore, if enterprises want to improve their performance in the off-season, first of all, we must change the concept of business operation and establish a sense of "no off-season sales". I believe that only by thinking, can we have a way out and do the same in the market.

Innovation profit growth point

Another reason for sales slack season is that products can not meet the needs of current consumers. At this time, increasing the function of products can meet the needs of consumers in the market.

It is too hot to wear Western clothes in summer, but people must wear suits in certain occasions.

In response to this demand, the cool bird suit has emerged as the times require. It meets the needs of both summer wear and Western clothes, and can satisfy more consumers. In the face of the doldrums in winter, some manufacturers have developed warm beer and chafing dish beer, creating new hot spots in the cold winter beer market, and also bringing new profit growth points for enterprises.

The widening of the product line can also meet the needs of consumers.

Clothing is still the example of summer.

The demand for Down garments has decreased, and the demand for T-shirts and shirts has been greatly increased. At this time, enterprises can expand their product lines, produce Western-style clothes in winter, and produce T shirts in summer.

When this product enters the off-season, it enters the peak season, supporting the sales performance of enterprises at any time with profit growth point, so that there is no natural season for sales.

The management team of a liquor making enterprise attaches great importance to the development of new products and the formulation and implementation of product structure adjustment strategies.

In recent years, based on in-depth market research and market forecast, the enterprise has developed medium and high liquor for the northern rural market, low alcohol liquor for the southern rural market, medium grade liquor for the consumption market of small and medium-sized cities, high grade and low alcohol liquor for restaurants in large and medium cities, and at the same time, they have developed low-grade black rice wine and a series of beverages suitable for summer consumption, making the whole enterprise in the busy state of production and sales all year round, and there is no difference between the selling season and the peak season.

In particular, through the implementation of the strategy of product structure adjustment, the enterprise has completed the strategic shift of the leading product with low alcohol as the leading product to the medium and high grade liquor, and realized the business development goal of the simultaneous growth of sales volume and profit margin.

Strengthen the encouragement to salesmen

Business personnel are the main body of enterprises to do the market. The arrival of the off-season and the sharp drop in business volume often make many salesmen lack enthusiasm for work, resulting in lazy psychology and no spirit to open up the market.

If an enterprise wants to improve its performance in the off-season, it must encourage more business people and stimulate its enthusiasm and creativity.

In the advanced seminar of Henan Province Marketing Manager, Zhao Jun, a gold tax printer in Henan, once said that the printing industry went to the "off-season" in June and July every year. In the face of the daily sales decrease, Zhao had suddenly thought of a clever move in the wake of his troubles. He immediately opened the sales working conference and announced to the salesmen the new sales policy of the company: in the off-season, that is, 6 - August, all the business that the salesman pulled for the company, the company only charges the cost, and all profits are owned by the salesman.

This greatly mobilized the enthusiasm of the business people. With the efforts of all the business people, the business volume of 6, 7, and 8 for the three months increased greatly, and finally, when the salesmen paid their bonus, the salesmen demanded that the enterprises should deduct their profits from the profits.

The choice of motivating business people in the off-season can not only improve sales performance, but also find new customers, and at the same time, the hearts of salesmen can be described as "one stone, three birds".

Another source of adjustment for performance growth

When the consumption demand in the regional market can not reach a certain limit, enterprises can expand the scope of the market to increase the demand of consumers. In the off-season, it is more conducive for enterprises to make strategic or strategic adjustment.

To develop new markets, enterprises can choose to develop new markets in the off-season. This is mainly due to the fact that most of the competitive brands in the off-season are in a dormant period, the management of the market is weakened, and the investment in advertising has been greatly reduced.

When enterprises choose to enter the market at this time, the interference information will fall to the lowest point, which will help enterprises seize the channel and publicize the brand image, and the expansion of the market will result in the improvement of sales performance.

A company that produces popular foods has a clear and light season in its history. The reason is that the enterprise only pays attention to the development of the urban regional market, and only pays attention to developing the sales channel of wholesalers. The result is that sales volume shows drastic cyclical fluctuations, and enterprises have suffered losses for many years.

When the enterprise accepts the suggestion of the external brain and develops new passages in the off-season sales, the salesmen of the enterprises develop the suburban market vigorously, develop new channels of shops and institutional consumption, carry out busy new market development and develop new channels, and finally achieve the sales without off-season, and sales continue to rise. In just three months, the market shifts the focus of the market. The peak season of products may have different time intervals in different places.

When the market of some kind of products is stored in the south for the off-season, it may begin to enter the peak season in the north; when the domestic market enters the low consumption season, it may be entering the peak season of consumption in the international market; when there is a low season in the urban market, there may be no signs of off-season in the rural market or urban fringe market; when the market and shops purchase the off-season, the consumption and purchase in the railway stations, airports, tourist attractions and other places are always strong; when wholesalers complain that the sales season is coming, the large-scale direct selling activities facing the most consumers will often get unexpected results.

The key lies in whether the enterprise can grasp the market demand and shift the market focus with the demand pfer in time.

A pesticide manufacturer in Henan has shifted the market on the basis of the difference in the crop cycle caused by the difference in climate between the north and the south.

When the North entered the low season of pesticide sales, he shifted the market focus to the south, and timely adjustment of the market made his sales no longer "off-season".

A company that produces high-grade sheepskin mattress is selling well in the domestic market in winter.

In the international market, however, the opposite is true. Summer is the peak season for shipment. This is because foreign customers purchase and stock up in summer.

The enterprise only made the domestic market in the past, resulting in half a year's busy half a year's leisure, and the economic results were not satisfactory.

The company has accepted the new marketing concept of "off-season" and developed two domestic and international markets to achieve year-round sales.