Guilu Pharmaceutical Hunan Province: How we make the turtle shell gum staghorn gum in the "off-season" boom

In the traditional cognition, the OTC market ejiao and tortoiseshell gum deer horn gum sales have the so-called off-peak season. In fact, this is a misunderstanding, because consumers' pursuit and yearning for health is not divided into time periods.

Hunan Province recently joint end customer Chenzhou Guiyang County Danguiyuan chain pharmacy Guiyang part of the store did an activity, the response is very warm, but also in 1 day to achieve 52 sales of good results, it should be noted that this is in a prefecture-level city of small county 8 stores completed

So how did the Hunan team do it? Let's comb through it. (Content materials provided by He Liping and Chen Haiyan of Hunan Province)

Be well prepared for communication in advance

At the beginning of June, He Liping of Hunan Province got the news that the pharmacy will do activities on the 27th, and with the support of the province and region, actively communicated with the pharmacy about the program policy, and after many communications, the customer finally agreed to our proposal.

The plan is done well, how to land is a big job. Relying on the maintenance of the customer relationship on weekdays, He Liping found the sales volume of the customer store in the past three rubbers, and screened out 8 stores with better data to stay.

With the venue in place, the next step is where the consumers come from. At that time, the pharmacy gave each clerk the task of inviting a certain number of old customers. He Liping communicated with pharmacies to put consumers who had purchased rubber products in the past within the scope of targeted invitations. Of course, the customer also gave He Liping a task, and the target sales were 45 boxes.

On June 25, He Liping closely followed the situation of customers inviting customers, and sorted out the number of people invited to purchase rubber products in 8 stores, which was used as the basis for the division of labor of the team in Hunan Province. Just like playing football, who plays defenders and who plays forwards must be planned in advance.

1 day before the event, Ma Jimin, the provincial general manager, led the team to rush to the store they were responsible for early in the morning to do terminal display according to the allocation situation, occupying a favorable position, after all, you are not the only pharmaceutical company participating in the activity. In addition to diligence, if you want to do a good job, it is also inseparable from the maintenance of hospitality, which cannot be ignored.

The activity is detonated in concentration

On June 27, the activity officially began, and at 6:30 in the morning, Ma Zong organized all the personnel, held a mobilization meeting to boost morale, and personally sat in the main store.

Around 7:30, the flow of people in the main store increased, but at about 10 o'clock, the problem appeared, except for the main store and another store, the traffic of the remaining 6 stores was not as expected.

Mr. Ma immediately decided to transfer the partners stationed there back to the main store for support, and arranged for Dang Shu, Zhou Longfei, and Chen Weihan to be responsible for boiling the glue, and He Liping, Li Wen, and Wang Yan to be responsible for copying sales; Chen Haiyan and Luo Tao were alone in another store with more customers.

In the process of terminal sales promotion, in addition to display, glue boiling experience, turtle shell antlers to attract customers, solid promotion methods and skills are also very important, which can be summarized as the following 7 points.

1. Take the initiative

Everyone said that now ejiao tortoise shell glue deer horn glue to do activities, this time to buy is very good ah, by the way with two boxes, the second half of the year to buy the price is very expensive, so that customers feel that they have made a bargain, help customers calculate accounts, how to save money, let him trust you!

2. Keep up

The customer accompanies the whole process when shopping, and in the process of chatting, recommend our products to him. In the process of chatting, ask the customer's daily problems, such as whether he is afraid of cold and heat, whether he is weak in blood, and then according to the symptoms he describes, use his professional knowledge to recommend corresponding products to him.

The partners of the team are very patient with each customer, a customer entered the store, he said that his lungs are not good, our Chen Haiyan followed this customer for more than an hour, from the beginning of the ejiao into the lung to the five elements of health, and finally sold 1 box of ejiao, 1 box of deer horn glue.

3. Affiliate Sales

One is the associated sales of the product, and the other is the associated sales of the experience.

The associated sales of products, many people understand. For example, when he wants to buy ginseng antlers, he can recommend deer antler glue.

Like there is bone and joint pain, when buying calcium tablets, it is recommended to put down tortoiseshell glue. I will not repeat it here.

The associated sales of the experience is to guide customers to touch the antlers and turtle shells we display and truly feel it. Then take the opportunity to tell what the corresponding effect is, what the main treatment is, and after finding out his pain points, it is easier to close the deal.

Or when they experience ejiao, you can guide to our turtle shell glue and deer horn glue, tell him what is yin deficiency and what is yang deficiency, and his symptomatic analysis, so that customers feel that my body is so weak I should make up, and tortoise shell glue is yin, deer horn gum is yang, yin and yang harmony is related to our human health, naturally this product they accepted.

4. Suppress first and then rise

Mention the category first, then the brand.

For example, when you recommend ejiao to customers, other brands can all mention the following, and then recommend Guilu Pharmaceutical Ejiao, saying to customers, from the perspective of cost performance, this ejiao is good.

5. Take advantage of the chase

For example, after he bought our tortoiseshell glue and deer antler glue, and then we told him that by the way, another box of ejiao, the effect will be better, because he has approved your product, you recommend our product to him on this basis, he will be relatively defensive about this thing for you, so it is also conducive to increasing our turnover.

6. Hit the iron while it's hot

When the people who have bought have not yet left, we must seize the opportunity by using the blind obedience mentality. You see this customer bought it, that customer bought it, and you brought a box with you.

7. Request foreign aid

Uncertain customers can seek the help of the clerk, because the clerk is looking forward to this store for a long time, many customers, especially the old customers, are very confident in their clerks, so we have a good relationship before that is to pave the way for our sales.

Of course, the flexible use of skills is based on the foundation of the basic skills, if you know a little about the product, there is no concept of related knowledge, completely rely on skill, it is difficult to impress customers.

Just like martial arts, there are basic skills and no skills, and it will be difficult to move your hands. There are no basic skills, it may scare one or two people, but sweeping a piece, absolutely impossible, specific can refer to the "Tianlong Eight Parts" just practiced the six-veined Excalibur Duan Yu.

There is a female customer in her 40s, seeing the boiling glue she said that she was anemic, but eating ejiao was on fire, He Liping introduced the effect of tortoiseshell glue to replenish blood, as well as improving platelets while treating yin deficiency and fire, and blood replenishment was not on fire.

Later, it was introduced that deer antler glue warm tonic liver and kidney, the cold effect on hands and feet is very good, turtle shell glue and deer horn glue are golden partners, adjust yin and yang, open up the second pulse of the governor, turtle deer two immortal glue is tortoise shell glue deer horn glue as the main treatment of yin and yang two deficiency effect is quite good. In this way, use professional terminology to impress customers, use professional knowledge to let customers understand the use of turtle shell glue, deer horn glue and ejiao are not the same, but also a good promotion of turtle deer glue.

It can be said that this is the power of knowledge!

Of course, in addition to the above, the success of this activity is inseparable from the overall scheduling of ma Jimin, the provincial general manager, and the close cooperation of team partners. If a team does not have centripetal force, cohesion, obedience, and execution, no matter how good the plan is, no matter how full the preparation work, it is impossible to land, let alone succeed.