Counter measures for wine sales manager in post SARS period（后非典時期酒銷售經(jīng)理的應(yīng)對之策）

1/1CountermeasuresforwinesalesmanagerinpostSARSperiod（后非典時期酒銷售經(jīng)理的應(yīng)對之策）CountermeasuresforwinesalesmanagerinpostSARSperiod（后非典時期酒銷售經(jīng)理的應(yīng)對之策）CountermeasuresforwinesalesmanagerinpostSARSperiod（后非典時期酒銷售經(jīng)理的應(yīng)對之策）SARScausedagreatimpactonsocialandeconomicaspects,formedicine,healthcareproducts,textileandbeverageenterprises,orperhapsarareopportunityfordevelopment,butfortheliquorbusinessbycateringindustryandmodernsupersuperchannelbusinessdownturnhit,someenterprisesdidnotadvocate,nowSARSthepeakhaspassed,howintheperiodafterSARSmarketingwork,theauthorwantstoprovideexcitementorindistressorinliquorsalesmanagerssomeideas.Astheliquorbusinessleadersmusthaveaclearunderstandingofthecurrentmarketmarketing,influenceshouldnotbetoooptimistic,donotdespisetheSARSmayrebound,butnotpessimisticabouttheheavyblowintheSARSindisappointment,orwaitingfortheopportunityandhesitation,saleslikeswordsmanblows,slightestdelaycanbedeadly.Wecancalmlythinkabout,aftertheSARSperiod,liquorcompaniesshouldbehowtodealwith?.WeshouldfirstchecktheimpactofSARScausedbytheenterprise,sofarthecompanysufferedmuchlossintheoldandoldmarketchannels,thesechannelsinthepastaftertheoutbreak,canalsoproduceandbearmuchofthesales,newchannels,newmarketsfortheenterprisetobringthebigbusinessalso,canbringthebigsalesinthefuture.Theseshouldbedoneinatimelymanner,andmakeclearthefuturedirectionoftheenterprise.TheeffectofSARSofalcoholicproductsonlyinheavyendemicareas,somechannels,butnotall,ofthesesaleschannelsaccountedforonlyapartoftheoverallsales,evenasmallpart,sowehavetogototheenterpriseresourceallocationisaffectedbylittleornoaffectedchannelsandareas,aftertheSARSperiod,channelthefocushaschanged,thesalesmanagerfromthefollowingaspects,positivecoping.CombiningtheworkbeforeandafterSARS,focusingonanalysisandcomparison.StartwithrangeanalysisandsortoutideasFromtheaffectedarea,theSARSepidemicalloverthecountry,butthedegreeofdifference,apartfromGuangdong,Beijing,Shanxi,InnerMongoliaandotherareas,otherlocalincidenceisnotveryserious,sointheliquorbusiness,howtoallocateresources,selectkey,canmakeanadjustment,sostrengtheningtoworkinnonendemicareasandepidemicminorareasofthemarket,itisnecessaryfortheseareasfromtheepidemiccausedbythelossofsalesback.AftertheSARSperiod,companiesfight,themarketwillbethemostcompetitiveplacebeforeSARSseriousplace.Inruraltowns,becauseofgoodventilationenvironment,therearefewSARScasesinmostplaces,ornotatall,thispoint,fromthegovernmenttothenationaldailypublishednewdataaboutSARS,sotheselocalsalescanonlybestrengthened,mustnotbeallowedtohavetheslightestslack.WiththetransparentgovernmentonSARScasesreported,andthecontroloftheepidemic,peoplepanicgraduallylifted,consumptionalsoreturntonormal,theseareallwineenterprisesshouldpayattentionto,reduceeverynewcases,arelikelytobringliquorsalesgrowth.Becausetheruraltownshipismoredispersed,thedistributioncostishigher,morehumanandmaterialresources,therefore,canonlydoshort-termstaffinput,tohelpdealersanddistributorstoexpandthemarketofpersonnelshouldbeadjustedassoonaspossibletothesalesofmainchanneltoexpandthetownshipfollow-uptasktolocaldistributorstocomplete.Theseeminglyseriousoutbreaksintheregion,notallareasofSARSareveryserious,evenifthefirstonsetofthediseaseislimitedtoGuangdong,Guangzhouismoreserious,nexttoFoshan,theSouthChinaSeaandthePearlRiverDeltacityandsurroundingareas,thestreetswearingmasksarefew,tosellliquorstillsell,suchasinAnhuiFoshanking,ZhugeNiangstillsellverywell.Forbeer,theseareashavenotbeenaffectedbySARStoomuch,suchasGuangdong,Jiangmenepidemicarea,PearlRiverpurestillhot.AftertheSARSperiod,theexpansionofthetwocities,weshouldfurtherconsolidatetheearliervictories,andstrivetomakethischannelbiggerandstronger,andbecomeanewgrowthpointofsalesofthisenterprise.Sars,NotundertheProhibition,atotalofpeopledrinkingalittleless,butdonotwanttodrinkthedrink,hewilldrink,iftheliquorbusinessselfhandicapping,saleswillfallmorethan.WineenterprisesintheperiodofSARS,ortoseekgrowthinsales,ratherthanquantityoronlydoadjustmentwork,wait,thiswillonlymissthemoon,andmissthestars,aftertheSARSperiod,salesofonlyonestepsolid,canholdfastaftersalesgrowth.StartwithchannelexpansionandincreasesalesBusinessultramaintenancefocus.Intheaffectedareasofthemarket,wineandbeerandcan’tgiveuponsupermarketinvestment,canthinkfromthepriceandpromotionmethodsinsomeway,toknowthecurrentsupermarketownareactivelytryingtoprotectthemselves,throughavarietyofwaystowincustomers,asseverallargestoresofthecustomer,intheSARScrisiscameafterthepositivedisinfectionofthestore,closethecentralairconditioning,increasethenumberofgiantstoreskeepairoutlet,aircirculation,increasethecheckout,sothatcustomerscanleaveassoonaspossible,andlaunchedasetofshoppingactivity,notonlytheoverallsaleswerenotaffected,butincreased,thecompanyinvestedintheirstoressothereisnoreduction,alsooffersupportinpromotiontheevent,tofurtherconsolidatetherelationshipbetweenthetwosides,sothiskindofsituation,thefeasiblewayiswiththesupertogethertotheproductGreatcoordination,oncetheepidemichaspassed,thefirstsupermarketreturnsshouldbeyou.Beerwineenterpriseswanttoincreasetheintensityofhomedrinkmarket,largesupermarket,notsales,evenveryseriousSARSinGuangzhou,largeandmedium-sizedsupermarketsstillhavealotofpeopleshopping,thenumberofpeoplegotothesupershoppingmaybeless,butthenumberofshoppingtimeisontheincrease,anddidnotimaginesoserioussalesdeclineandterrible,thisisafact,butitisgettingbackinthecaseofnoresponsetomanufacturers.AftertheSARSperiod,supersalesshouldbeclear,noteyebrowsbeardgrabbed,disruptedtheexistingconfusion.Restaurantsalesincreasedprecision.TheimpactofSARSisthelargestpartofthefoodchannelforalcoholicproducts,thisistherestaurantindustryhitandinfluence,butnotalloftherestaurantshitdegreearethesameasthosecharacteristics,goodventilation,cleansanitation,reputationoftherestaurantbusinessisstillgood,nottomentiontheopen-airrestaurant,intheseplaces,therearestillsomewinesales,sotheliquorbusinesssales,notshrink,notlayoffs,buttodoagoodjobontheadjustmentoftheworkshouldbestrengthened,butnotatthistimetorelax,relax,maketheirownsituationafterthecrisis,onedisasterafteranother,thereliefcompanieswillfindthemarkethasbigfall,toregainmarket,havetopayseveraltimestheprice.AftertheSARSperiod,theauthormadeseveralfriendsliquorsalessawanopportunitytoseizetherestaurantbusinessisnotfavorableopportunitytorecover,tolowerthecostoftheirproductsintothepreviousfewtalkaboutSARScostproblemdidnotgetintotheantecedentplace,findsomenewgrowthpointfortheenterprise.Followupthenightlookingforopportunities.Beerandwinethenight,becausetheventilationisnotgood,thepopulationhadrestricteddensityandtheirownconditions,sufferedaheavyblow,insomeplacesevenafullnightclosed,afterenteringtheperiodofSARS,manynightbusinessgettingbetter,sodothechannelsalespersonnelshouldassoonaspossibleandreturntothesalespost.DuetothepossiblereboundofSARS,SARSworry,inertia,nightbusinesshasnotfullyrecovered,thistimeisagoodtimetoapproachanewwine,andtheytalkedabouttheplay,generallycangetagoodcontract,SARScompletelyinthepastthanlater,toenterthethresholdofcourseismuchlower.Inaddition,marketsalesofalcoholicproductsdependsonmanyMisspromotionstocomplete,andtheSARSperiod,mostoftheliquorbusinesswillbedisbandedormisspromotionsissmalltransfertootherchannels.Atthistime,Thesalesmanagerwillsupervisesalesserviceassoonaspossiblecolorbetterpromotionwillmissthosewhofoundworkinarivalexcellentsalesstaffcalledtothebusinessside,themostactiveindustryresourcestothisenterprise,totheenterprisewilldirectlydeterminethenextperiodoftime.Thecommunityadvances,snatchestheopportunity.DuringtheSARSperiod,adecreaseofthenumberofpeoplediningoutandcommunication,butpeople’sconsumptiondidnotstop,sointhecommunityshops,conveniencestores,consumersfromtheserecentsalesoutlets,theopportunitytoappear,thisisinthegoldenwaterway,someoftheliquorbusinesssalesisYanjingBeerbeforeSARS,suchasBeijing,makefulluseofthecommunityhascreatedamazingsalesperformance,becomeasticktoonebeerenterprise.Themainpointofsaleinthecommunity,setupaspecialpinpointthroughDuitoudisplay,displayrack,clothstandard,POP,andsmall,drinks,thefocusofthecommunityontheregionalmarket,tofocusonsurveillance,tothecommunityinschoolsintheroundofthepromotionpersonnelforpromotion,canbeusedasoneoftheliquorcompaniestoconsidertheway.AftertheSARSepidemic,duetothepossibleSARSreboundandthefailureofthemainchanneltobefullyrepaired,thecommunitymarketshouldbethefocusofsalesofliquorenterprisesinthefutureforalongperiodoftime,andcannotbeevacuated.Incrementalstimulationofcirculation.Forlargecirculationchannelsinthewholesalemarketasthecore,canalsodosomeactivitiestoincreasesales,wholesaledistributionforSARS,theeffectisnottoolarge,non-staplefoodmarketbusinessactivityasusual,tothelocalpurchaseistwoorthreelevelretailmarketintheareaofabody,operatorsofsmallandmedium-sizedsupermarkets,wholesaleandretailoutletsandotherchannelsinruralareastheliquorcompaniesusuallyonthischannelrarelydoactivities,cantakethisopportunitytousepartoftheresources,doalittleactivity,thischanneltodosomestimulation,increasetheleveloftwoorthreecity,townshipproductpenetration.Startingwithpromotionstrategy,stimulatingconsumptionSalesofalcoholicproductsdecreasedduringtheperiodofSARS,naturalcomprehensivecostwillgreatlyincrease,accordingtotheirowncircumstances,aswellasthecharacteristicsoftheregionalmarket,throughdoingaspecialoffer,buygifts,sweepstakesandotherforms,stimulatesalesgrowth,asiflostsomething,carefullycalculate,brandcompetitionwillshrinkinfrontofthecomprehensivecostmoreheavy,whileweourselvesaretoexpandmarketshareagoodbedding.WhenwearestillimmersedintheexcitementofoffbeatinfearofSARS,manyliquorcompaniesseizetheopportunitytoexpandtheresultsof28yuan,twobottlesofredwineXintianInternational(equalto14yuanperbottle),thetrustmartandotherlargestoresinsidethatsellverywell,somestoresalsoputthepromotion,tofurtherstrengthentheimpactandthispricestormofcompetitivebrandscanbesaidthatXintianinternational,intheperiodofSARSrapidlyexpandingvictories,thisfielddespitethepast,IbelievemanypeoplehaveformedthehabitofdrinkingwineXintianathome.Now,SARSisgoingtopass,andthepositionofXintianinsupermarketshasalreadybeenlaid.Insupermarkets,hypermarkets,becauseofconcernsthatthelocalpeople,theaircirculationisnotgood,sogoshoppingless,rationalchoiceandimpulsebuyingproportionarelarge,eitherinthehousetodecidewhattobuy,orfindgoodproductsinstoreshopping,haveimpulseshopping,shoppingquickly,reducethetimestayintheseplaces,soyoucanattracttheattentionofcustomersinashortperiodoftime,hasbecomeparticularlyimportant,soastheliquorbusiness,canchoosebettersalessuperstores,throughgoodadvertisingeffect,DMindecision-making,throughPOP.Duitou,counters,vividdisplay,attractcustomershurriedby,theeffectofimmediatepurchasebehavior.Becauseintheepidemicarea,atthisstage,thebehaviorofshoppingexceedsthenumberoftimes,thenumberofshoppingeverytime,sohowtoaffectconsumershoppingbehavior,istheopportunitytobeatthecompetitors.AftertheSARSperiod,theproportionofsuperlargestoresintheentiresalesvolumehasgreatlyincreased,howtograbinfrontofcompetitors,dobusinessnegotiationswithsuper,Salesmanagersshouldbewellprepared.StartwithadjustingtrainingandgetreadyAfterSARS,itwillbeasalesfrenzyforliquorproducts.Whetheritcanbegraspedornot,enterprisesneedathoroughmarketplanandahighdegreeofhomogenizationofliquorproducts.Whatenterprisesneedispowerfulplanning,planningandimplementation.Forthenormalsalesofaliquorbusiness,ontheonehandtomakegooduseoftime,makeadjustments,suchaspersonnelstructureadjustment,adjustment,evaluationandoptimizationofthedealer,whoneedtimetoadjustthingscanbecompletedatthisstage.AftertheSARSepidemic,thesepreparationsshouldbecompletedassoonaspossible.Enterprisepersonnelworkingideasadjustment,salestrainingworkisalsoanimportantworkofliquorenterprisesduringtheSARSperiod.Thistrainingisnotonlyfortheirownenterprisesinthesalesstaff,canalsobeadealersalesstaff,atalllevelsofdealers,distributors,andevenrestaurantservicepersonnelandsoon,workstressinSARSbefore,isnotabletohavetimetodothiswork,andnowjusthavethisopportunity.Allthepeopleinvolvedinthewholeprocessofsalesshouldbetrainedtostraightenouttherelationshipandsupportthem.InthepostSARSperiod,peoplewhohavebeenwithdrawnfromtheaffectedareasshouldreturntotheirrespectivemarketpositionsassoonaspossibleandturntheirtrainingresultsintoidealsalesresults.StartwithaccountsreceivableandavoidrisksIntheperiodofSARS,weshouldpaycloseattentiontothecollectionofaccounts,andmakecorrespondingadjustmentsinsalespolicies.Manyrestaurants,restaurants,nightmarket,supermarketbusinessplummeted,soatanytimetomakeendsmeet,faceclosetocollapse,andinthesechannels,directmarketingcompaniesalonehavetobeverycareful,fordealers,notonlytheterminalchannelsaremanyaccount,therearetwobatchesofthreebatchesarealargenumberofcredit,thesesalestheterminalwasclosed,thedealerwillhaveconsiderablepartofthepurchasepricepaidinrestaurantoperatorsranaway,thetwobatchofthreebatcheswithcollapse,itwillsoonspreadtothedealer,thedealermaynotsupportthestrengthofsmallandYijuebuzhen,strongerdealerswillfacecashflowproblems.Inthisperiod,ontheonehand,wineenterprisesshouldstrengthentheloanrecoverywork,controlthecreditrisk,ontheonehandtocommunicatewithdistributors,dealershavelimitedfundsforToinvestinthisenterprise’swineproducts,inaddition,wecanselectivelysupportthosewhohavecredit,usuallycooperatewellwithenterprises,andnowfacefinancialdifficultiesdealers,inordertogainadvantagesinfuturecooperation.AftertheSARSperiod,thispolicycannotbeadjustedimmediately,butshouldalsobecautiousobservationforaperiodoftime,andthenadjusttheamountofcredit.Atthesametime,aftertheSARSperiod,withthefoodandbeverageindustrytoheatup,somenewhotels,restaurantsopened,andthisisanewopportunityforliquorcompanies,intheauthor’sexperience,thenewlyopenedrestaurant,oftenbringalotofnewbusinessopportunities,ingeneral,openedanewrestaurant,willattractalotofpeoplegototastefresh,goodbusiness,inaddition,anewrestaurantisnotsohighbarrierstoentry,paymentiseasytorecover,isagooddealobject.DuringtheperiodofSARS,themarketdifficult,thesalesmanagermustbeontheregionalmarket,thelinkanalysis,carefulinvestigationofseriousmarketgrim,thetense,itiseasytomakethewrongjudgmentofthesituation,thesalesstaffwillbebecauseofvariouscircumstancesfortheirownexcuses,itmustbeanalyzedclearly,itisveryeasytomakethe