10 iron rule, let eyebrow of raise of sales promotion draw

Sales promotion original intention is 39 batches of hoisting jack, and real sales promotion all is like person meaning hard however: Or lets lifeblood of a lot of company splash battle gown, or compensate madam, She Bing; In the end is the business that can do some of bamboo basket to hit water. Of sales promotion " growing trouble annulus " became entrepreneur to had been not stridden temporarily " chop " .

What is meant by " growing trouble " , perhaps issue a case to be able to show a sense:

A my former colleague is in company of a convenient cover of Heibei to become sale inspector general, in the evening as always give me phone complaint: Oneself did sale in the end of 8 years to won't do business. The sales promotion of convenient now cover is made very hard really. If do not make sales promotion, the product is moved far from on goods shelves, and sales promotion comes down the effect however effects is very small. Sales promotion stops, result billows sound as before. Passed the sales promotion of nearly 8 months, sales volume and kept balance last year, if consider cost factor, the profit this year relatively dropped last year 9% , this king inspector general that this lets me is awkward very, face such sales promotion, he is a bit dog-tired, trouble comes extremely.

The author is what phenomenon of this kind of sales promotion says for the moment " annulus of sales promotion growing trouble " .

Alleged " sales promotion growing trouble " that is to say, "Sales promotion growing trouble " point to fast consumable enterprise the aggravate as competition, sales promotion appeared to upgrade ceaselessly, in this one process the feature of sales promotion is accompanied and will appear the feature of sex of antagonism, force and exclusiveness, in this one process sales promotion is out of order, resource uses up aggravate, redound sex falls significantly low feature carries subsequently unripe. We are what phenomenon of this kind of sales promotion says " annulus of sales promotion growing trouble " , because, all these is the idea of sales promotion.

After all, muddled times already became sales promotion to mist and clouds in the twilight yesterday, entrepreneur of baptismal of course economy flames of war people it is very familiar with sth to all sorts of sale shift it may be said, "Annulus of sales promotion growing trouble " be like an in them soul like nightmare in, became the does not go shadow of wave of a lot of industry. Inside in although facts one wishes to hide is bright somebody knows, but vexed as before.

So, to growing model for the fast consumable of the industry, should be immersed in really " sales promotion growing annulus " cannot extricate oneself, sales promotion does not have the door, if can defeat solution quickly, this how dispel the clouds and see the sun-restore justice, walk out of this depressed the marsh with trouble.

Imitate of everythings on earth is natural, 10 iron rule, let eyebrow of your draw raise. When is the author summed up as follows from the angle of solid station, perhaps can help somewhat to the enterprise:

Iron rule one: The strategy is clear: Strategic importance is beyond question. Face sales promotion likewise, the high analysis sales promotion that controller should stand in the strategy wants justice, because of the strategy from go up at all the future that deciding an enterprise. Mao Zedong with " a thousand years on the palm history, the 1 million arms in the bosom " extensive grand bearing " sweep anything away 1000 army be like a banquet " , although be in enemy the circumstance of comparative and exceeding great disparity leaves my force still can brandish asperses freely, be he is opposite enemy the profundity of my posture and prospective trend has an insight into.

Cannot abandon when making sales promotion policy " path " and beg " art " . The assurance of sex of the look up before wanting a few respects:

1, the prospective tendency of the market that considers a competitor. Cannot be puzzled by the specific market phenomenon place before. Because lifecycle of each product market is different, great difference of means of natural sales promotion.

2, the effective butt joint of strategic goal and sales promotion purpose. When constituting sales promotion activity, cannot pursue temporarily of kill joyous, consider overall strategy target even reach, accomplish the making overall plans and take all factors into consideration of the strategy and tactics.

3, critical point principle. Be like " deficit product " cannot do sales promotion, strategical the market does not do sales promotion to wait. Specific author will be from the back give uncecessary details.

Iron rule 2: Do not do sales promotion to also can be sold normally, put an end to a company strictly to do sales promotion activity. The salable production of the regular sale that is like a company. Very much sale is factitious " arrogate to oneself the merits of others " , or sales promotion " acrophobia " , sales promotion this uses sword of god of 6 arteries and veins is scar everywhere, dance person bruise again and again, adversary is black and blue. Why company natural resources always is in short supply, this kind of waste that is without a meaning won't bring the promotion of sale to the enterprise not only, contrary meeting gives the enterprise, harm that brings expect to be less than to channel:

1, bring sales promotion to depend on disease to channel member. This kind of sales promotion that is without a meaning meets those who let an enterprise be immersed in resource to spend war only, have sales promotion a large number of goods in stock, do not have an activity to put an end to pick up the goods, carry one inferior goods to sell half moon, the growth to sales volume at job of no help.

2, channel venture. Long-term product sales promotion can injure the competition ability of the product, the product that does not have competition ability increases sales promotion ceaselessly only in the market, the risk that can increase channel so is spent.

3. Resource of dispersive sales promotion.

Accordingly, administrator must polish his eye, cannot see other company get sales promotion we also are done, this is fool see. From the angle analysis of resource focusing, do not close to we cannot make the product that can sell stoutly sales promotion.

Iron rule 3: Sales promotion hind can promote the activity of sales volume the opportunity significantly, the enterprise just can be engineered, carry out. Remember, the purpose of sales promotion is " sell more " , if be simple only " closed to sell. Do not close to do not sell, close to even and do not sell " , such sales promotion interacts to stop stoutly, sales promotion is to promote the competition ability of the product, promote sales volume then, to doing not have any meaning products, do an activity to be able to quicken a product to die only. If made the market after sales promotion still " billows sound as before " , not any improvement, still was inferior to saving " old steamer ticket " .

Iron rule 4: Sales promotion should is aimed at advocate promote a product. Sales promotion activity is not day of female loose cotton, drop peppery cover. The decision of train of thought of sale focusing is happy: Sales promotion can is aimed at only advocate promote a product. Only such, promote the competition of the product capability even, increase product sales volume. Alleged have old product only, ability can have big market. Because this makes the enterprise when sales promotion must be chosen,allow competitive product to become a target, do not blossom in the round, otherwise more haste,less speed.

Iron rule 5: Period of time wants to allow: Holding period of time can be to covert only depreciate, scathing is enterprise and product itself. Very much sale chief inspector to finish the job, grow what play sales promotion time of every months too, sales promotion of this kind of drink poison to quench thirst-seek temporary relief regardless of the consequences can bring a harm to the enterprise only: One of, so called sales promotion outspread be opposite into the enterprise of downstream channel catenary let benefit and depreciate. Reduce company profit. Secondly, to the working style with channel member dilatory nurturance, go against what sale works to begin. A lot of enterprises are a month first, the middle of a month not pick up the goods, lunar base pushs broken head. Thirdly, be used easily by the competitor, adjust sale shift hard. Accordingly, the sales promotion in principle that frequent sales promotion tastes is a week time, expire policy suggests to become invalid.

Iron rule 6: Sales promotion is tasted reach the designated position, the spot deserves to send. Policy came out, sales promotion is tasted had not purchased come over, such doing bring about a result directly following; are agency above all generate question to the authenticity of this sales promotion, sell at a discount greatly to the figure of the enterprise. Next, agency cannot implement company policy when spreading money to downstream channel, the reachs the designated position to followed sales promotion continuously effect that sales promotion tastes.

Sales promotion does not taste a common phenomenon that became a lot of now company. Reason: 1, the reason that the enterprise goes to the lavatory as a result of capital, a lot of sales promotion are tasted did not reach the designated position to begin to give policy. 2, enterprise to save fund, let him agency buy sales promotion to taste, crisis of marry again capital. The loss that makes pair of medium of communication so is great, proposal sales promotion is not tasted reach the designated position, the activity had better not be done. The company that the author is in, paid learned price for this, the beer that 8 years January portion carries, sales promotion will be tasted March had not reached the designated position, agency does not sell sales promotion to taste stoutly, or does not spend the money of the enterprise. Abandoned plant of whole Taiyuan city almost.

Only sales promotion is tasted reach the designated position, agency ability sees real material benefit, very much business often makes simple and by elementary mistake, think agency is exceedingly willing. The result can be the foot that moves stone to break his only.

Iron rule 7: Sales promotion wants simplification. Sale wants a complex thing simplification namely. When sales promotion, do not produce accumulative total, repeat sales promotion. The content of sales promotion should let channel member look to understand, do not arise any different meanings, bring adverse effect to the enterprise only otherwise.

Iron rule 8: Collective research, raise diaphaneity. A most word is being gotten in pleasant to the ear of sale of fast consumable industry is " change goods " , why a lot of people are willing to always enjoy it, interest! How can just reduce the happening of change goods so, I think to block up is not method, want to discover a problem from fountainhead, the abhorrent sex of policy is the germ of change goods. Accordingly, when region market is making sales promotion policy, must collective research, discuss, such consciousness can prevent the disagreement reason of policy, 2 it is to be able to prevent be permeated to circumjacent market.

Iron rule] 9: Sales promotion is tasted should use famous brand product, protruding shows product value. Good horse matchs good saddle. If sales promotion is tasted,cannot stimulate consumer nerve effectively, so the effect of sales promotion can sell at a discount greatly. Accordingly, when organizing sales promotion activity, sales promotion tastes effect of brand of certain and ambitious attune.

Iron rule 10: Cash is clear, clear. Pair of credit side pattern of sales promotion of different sales promotion object are not same also, but cash means, how to register, what need certificate, time, place to wait must make clear, have a bit meet carelessly outsmart oneself.

"Green hill carries as before, a few degrees of the setting sun are red " . Take advantage of an opportunity of everythings on earth and for, hold, imitate nature, path and art are " canal arrive into water " analogy. Abide afore-mentioned " 10 laws, let eyebrow of raise of sales promotion draw surely.