Four elements of small and medium paint distributors

Four key elements (1) The rapid development of the real estate and decoration industries in the store, coupled with related media reports, paints have begun to be understood and followed by more and more owners. The proportion of self-purchasing by owners is increasing, and the proportion of reliance on oil workers is getting smaller and smaller. This is also the goal that coatings dealers hope and intend to strive for. However, the owner knows little about the paint, the self-purchasing has been deceived, afraid of the goods is not true, the price is not true psychology, such a standard brand paint 4S flagship store to call out.

1. Evolution of paint store: Grocery store, specialty store, 4S flagship store Grocery store: A kind of store started from the retail of civilian paints, popular from 1992 to 1998, no matter the image, location, decoration, display, can make money and buy The goods on the line, the market competition is weak.

Stores: Recognizing the importance of coatings in establishing a brand, they began to consciously redecorate their stores. From 1999 to 2003, under the guidance of the concept of “doing stores to increase sales and represent strong brands”, They began to "sell monopolize", at the time, market competition intensified. 4S flagship store: an important component of marketing, reflects the company's overall strength and brand image, and with other market operating elements to play its full function and role.

2. The 4S flagship stores are: showing, sales, schooling and service are designed to improve the company's overall strength, brand reputation and corporate image.

3, 4S flagship store role for owners, decoration companies and distributors: guaranteed, strong, quality assurance, standard operation, rest assured purchase, create the premise for direct sales.

For employees: There is a sense of belonging and being respected, there is room for appreciation, they can realize their own value, and they are attracted to the paint business.

(2) In order to take the initiative in the market competition, the personnel must move the terminal forward. The main battlefield is the community of new housing, home improvement companies, and so on. To win over when the owner starts to think about the renovation, there must be a preconceived sense. The direct sales representative is the main force in this main battlefield, and assumes the important task of propaganda and service to the owners. It is also coordinated with shopping guides, delivery staff and other personnel.

1, the role of direct sales representatives to the district oil workers, home owners, home improvement companies, furniture factories, direct sales of the main force.

The main ways and methods to increase awareness effectively.

One of the main bodies that make up the regularization company.

Pre-sale, sales, after-sales service implementation of the main executors.

2, how to mobilize the enthusiasm of the staff can achieve the desired direct selling: making money, learning, space for promotion.

Formal, rigorous and fair company management atmosphere creates a sense of belonging.

3. How to choose the right person for high school or technical school or above;

Age: 18 to 30 years old;

Have experience in direct sales business;

Hardworking, able to endure hardship, have a certain degree of expression.

Persons outside this city are given priority and may consider the city’s personnel.

(III)Advertising Considering the funding status of small and medium-sized paint distributors, the company recommends that customers invest 5-8 million yuan in targeted local outdoor fixed advertising in the form of outdoor billboards, buses, street signs, etc. For the building materials market, neighborhoods, crossroads, etc., the launch time is recommended for 6-12 months.

1. The key manifestations of the advertising implementation with the greatest effect of minimum investment and the choice of location are mainly for the dealer direct sales representative to exaggerate the quotation during the negotiations with the end customer, to re-awaken the client to see the ad, and to advertise The effect spreads for the second time. If direct sales representatives can find three homeowners a day, direct sales representatives will be able to report 15 out of 45 homeowners. The mention rate of the brand will also increase by 45 times. Repeated repetition will also increase the brand's awareness.

2, the role of advertising to enhance brand awareness, increase the owner's sense of identity of the brand, rest assured to buy.

Increase the confidence of direct sales personnel and achieve the perfect cooperation of “air support + ground follow-up”.

Increase distributors' sense of brand recognition and devote their enthusiasm to their brand coatings business.

With a well-known brand attitude and home improvement company. In turn, it can be quoted when the home improvement company recommends it to the owner.

(d) Service pre-sale services: measurement of house wall area, testing of wall pH, understanding of plate types, etc.

In-sale service: calculation of coating usage and variety recommendation, effect display, buy promotion promotion, etc. After-sales service: free airless spray, delivery, full tracking service, return visit after decoration, gift and so on.

The services of each of the above processes are professional, meticulous and considerate, allowing customers to experience the strength and content of brand coatings, and form word-of-mouth communication among peers, friends, fellow villagers, relatives and other social circles, and limitlessly expand the marginal effect.

The above four key factors are indispensable, mutual influence, mutual reference, and mutual reliance.