Word marketing: the theme of the terminal such as the song board

If the sales work is like a large-scale narrative, the architecture is complicated, the system is simple and complicated, but the theme should be the terminal. In particular, terminals that are in close contact with consumers of alcoholic products are floating in every corner of our operating organization, and they are always lingering. Years are like songs, the terminal is also like a song, stubbornly lingering in the ears of our sales workers.

“Family familiar stranger” in the restaurant

"Just blame us for being so turbulent, so deep in love, so I woke up, ran aground, silenced, waved, but couldn't return God."

The catering restaurant, our right and referred to as the current drinking terminal, is one of the core channels to improve the recommendation rate of alcohol products and improve sales performance. In the late 1990s, Anhui “Kouziyu” started the operation of drinking terminal operation in the “intra-panel” mode, and its essence was the implantation of the deep distribution operation mode of alcoholic products. But this is a systematic project, "taking the brand as the core, integrating brand assets, delivering brand value, and building a brand offensive." Compared with this system, many liquor companies and products do not have the requirements of the current drinking terminal operation. However, the reality, but the wine products in the "following" the current drinking terminal, regardless of the bloody siege, the sales results are far from the north. Here we must face the "match" keyword, operate the current drinking terminal, do you have a matching brand influence? Or what brand influence you want to build through the current drinking terminal, if you just want to sell more wine, we can only say that we are looking for the wrong place.

The current drinking terminal may be too familiar for us. It is too easy to get in touch if we are willing to pay for it. But it is this trap that allows us to go forward and continue to look down on the love of the drinking terminal. The same entry, private, special fees, the same number of on-site sales staff, the same price products, the same network of contacts ... but the sales volume is a world of difference, we can also reflect that there is a problem with their internal system, How to solve the dilemma in innovation? It is often stopped at this stage. Henan Baofeng Wine Industry previously operated Zhengzhou Market is its own direct sales team. When looking for dealers, the positioning of the current drinking terminal is worth learning. After the investigation, Baofeng Wine Industry requires dealers to do only 50 A and B drinking terminals in Zhengzhou City. It is not difficult to do 500 drinking terminals in Zhengzhou with Baofeng's strength, but why do they only choose 50? Home? What lies behind is the channel innovation strategy of Baofeng Wine Industry. Improving the product display proves that one kind of existence is one aspect. On the other hand, the other important aspect is to lock the fixed consumer groups through 50 ready-to-drink terminals and then find out the stable customers. A combination of virtual and real strategies is indeed worth learning.

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