The 5th Agent Marketing Personnel Training Meeting of Wanxin Optical Group was successfully concluded From June 3rd to J
The 5th Agent Marketing Personnel Training Meeting of Wanxin Optical Group was successfully concluded From June 3rd to June 7th, the 5th Agent Marketing Personnel Training Meeting of Wanxin Optical Group was successfully held. This training will focus on the "sales force improvement" of agent marketing personnel, and focus on the self-value shaping of marketing personnel, ace marketer training, terminal sales, glasses business cognition, business trade management, customer demand analysis and wholesaler cost management and other aspects of training Jiao Feihong, marketing director of Wanxin Optical Group, Tang Jian, sales and operation director of Wanxin Optical Group, Wu Zhongying, sales and operation manager of Wanxin Optical Group, etc., will teach and solve doubts for agents.
The training course was first delivered by Jiao Feihong, Marketing Director of Wanxin Optical Group, and the course focused on value shaping and ace sales training for marketing personnel. He believes that a career without a goal and a plan is out of control and ineffective, and that life is about achieving goals one by one.
Goals determine achievement, attitude determines destiny, and action brings harvest. Success is about developing a habit of positive thinking and choice, and it takes time, energy, and sweat to obtain. An excellent salesperson needs to have self-discipline, intelligence, flexibility, adaptability, perseverance, creativity and other qualities; Good organizational skills, communication skills, time management skills, analytical skills; Possess excellent product knowledge. Customer knowledge, industry knowledge.
Salespeople need to complete eight disciplines to move from ordinary to excellent: values cultivation (identification with corporate culture), perspective cultivation (attitude); moral cultivation; mentality cultivation; professional training; management practice; skill cultivation; Comprehensive cultivation. Jiao Feihong shared his sales experience over the years and awarded it to agents with a systematic knowledge structure. Through the training, the agent's understanding of sales and how to sell successfully has been further improved.
As the Director of Sales Operations of Wanxin Optical Group, Tang Jian has many years of practical experience in marketing, and his courses mainly focus on "Business Cognition and Business Management". Why should retail customers choose you over someone else to work with? Tang Jian believes that agents should attract retail customers to cooperate, not just position themselves as commodity integration suppliers, and should think more about how to help your customers improve their performance, rather than blindly price wars.
Only on the basis of understanding the business composition of retail customers can it be possible to improve the existing business purposefully and planned. In addition, Tang Jian elaborated on the needs of retailers in terms of store operating income. If the increase in operating income is focused on increasing the number of people entering the store, the transaction rate and the average price. How can I increase the number of people entering my store? There are a variety of effective ways such as retail environment shaping, retail strategy innovation, loyal consumer cycle update, consumer stickiness increase, new media conversion, and regular advertising; In terms of transaction rate, we can mainly make a fuss about the shaping of retail environment, retail process, commodity structure and price strategy. For the average price increase that the trainees are concerned about, he introduced five methods, including discount management, professional improvement of shopping guides, product structure, sales strategy and compensation plan.
If you do an in-depth analysis of each component of the entire operating income, just focus on what the retail customer wants to achieve and deeply analyze each way to achieve the goal. Many agents, retailers and even production companies are accustomed to thinking from the perspective of merchants, but in fact, they have made the mistake of putting the cart before the horse, and brands should have an interpretation of consumer tastes.
Wu Zhongying, sales and operation manager of Wanxin Optical Group, proposed that we should tell how good the product is from the traditional lens sales, and the hard words such as "you are worthy and should choose" to start from the scenes of time, space, and character relationships, and start from the rigid needs (vision correction), pain points (existing visual problems + possible visual problems in the future) and high-frequency publicity and education to achieve business success.
In addition, she discussed how to open the door to retail stores by analyzing traffic, store entry rate, transaction rate, average price, linkage rate and repurchase rate. In the era of mobile terminals, our business composition is becoming more and more complex, how can the development of agents be sustained? Zhou Lin, the founder of the New School, analyzed several hot business models in the eyewear industry, including e-commerce, traditional stores, hospitals, fast fashion, optometry centers, and contact lenses, and analyzed the classification and needs of agent users.
She believes that how to help retail stores increase sales is an urgent problem to be solved, which is a way to enhance the stickiness of agents to retailers. It is also the embodiment of the first and most important user thinking of Internet thinking. So how does the user mindset actually operate? Zhou Lin believes that the most important thing is to maintain the relationship through communication.
The coaching method she taught on the spot gave the students a deeper understanding of communication. To experience and train your communication skills, this is the basis for improving sales and is a profound aspect. Zhou Lin also put forward suggestions on the ability of agents to analyze and operate data. Pay attention to the proportion of sales in each category, cut products with more capital occupancy, and let the cash flow develop healthily.
The glasses industry is in a stage of continuous upgrading, and the agent market has developed from the original "business" model to today's "business" model, and the changes brought about by the marketing model have prompted agents to think more about their own development. Chu Rongjian, marketing director of Hengdian Optics, explained for the agents, and he believes that marketing services play an important role in the current and future development of agents.
To become a truly high-quality agent, it should be the unity of the right time, place and people, that is, brand resources, the king of the region, and standardized management. How can agents understand the value of their own channels and achieve growth,
Chen Donglin, a trainer of Hengdian Optics, believes that in order to develop the agency channel, we must first change our thinking: from sitting business to business, from doing business to enterprise, from seller to service provider, from short-term consciousness to strategic awareness, from individual combat to strategic alliance, from selling products to operating brands, from sales concept to marketing concept, from hard terminal consciousness to soft terminal consciousness Secondly, to increase the proportion of emotional marketing, operating customers, agents should also classify their own customers. Targeted customer management.
Li Jieqi, a trainer of Hengdian Optics, explained how to conduct data analysis of retail stores. The data composition is broadly divided into total performance, category breakdown, product price segment analysis, and product layout rationality (market share). Operating income is the store that every retail store pays the most attention to, and it involves the number of people entering the store, the transaction rate and the average price.
She emphasized that behind the data, we should pay more attention to analyzing whether the proportion of products in the business is reasonable, and whether the contribution rate of garage products can be upgraded. In today's increasingly aging population, the middle-aged and elderly market contains unlimited business opportunities. However, the sales of middle-aged and elderly products are in a sluggish state, how to achieve a sudden emergence in the middle-aged and elderly visual products market, Jiang Junping, sales director of Jiahao glasses, conducted an in-depth analysis for agents from the aspects of commodity planning, marketing system and sales process.
He took Yupintang as an example to analyze how to plan the product system, the sales of reading glasses should not be limited to the middle-aged and elderly consumer groups, but should focus on young people, with filial piety culture as the core of the product marketing system, providing a new idea for the sales of reading glasses. Customer development is a major concern for affiliates, but it is not an easy task.
Xu Weihua, Sales Director of Wanxin Optical Group, shared several ways to collect information as part of the customer development process, including carpet search, precise targeting, nepotism, and the use of search engines. In terms of how to improve the sales of goods promoted by the store, he believes that the success of product sales is actually due to external factors and internal factors.
Xu Weihua combined his years of sales experience to analyze the release of price segments and commodity lines. Chen Shangdong, the operation supervisor of Wanxin Academy, who has rich experience in the operation and management of retail terminals, brought relevant content on terminal management. Chen Shangdong analyzed the costs, discounts, operating costs, inventory, and disability reports that affect the profit of glasses. At the same time, it explains how to set up terminal displays to attract consumers according to the principles of easy to find, easy to see, easy to select and easy to take, and how to set the turnover period of goods to optimize the product structure.
Finally, Chen Shangdong communicated with the trainees on how to reduce the management cost of the store. To achieve maximum profits, the first step is to establish a management culture for managers and their management teams, and the second is to reduce costs. Agents play a pivotal role in the glasses industry, Wanxin has always attached importance to cooperation with agents, always adhering to the concept of growing together with agents and working together, and taking the construction of agents as one of the important strategic goals of development.
Wanxin will continue to provide comprehensive and systematic services for agents, assist agents to achieve long-term development, and jointly promote the development of the optometry industry.