Many door and window dealers have more or less gained some results in this sales season, but a few happy, a few people with good sales are happy, and people with bad sales are suffering. The problems encountered in previous years still occur, lack of effective competition methods, so that some door and window product dealers in the market competition, always in a disadvantage, let's analyze it together!
1. The structure of the promotional products is unreasonable. It is difficult to raise prices after the peak season.
Reason: Dealers are fighting hard to fight new products during the peak season. For example, the newly listed doors and windows participate in various discounts so that they can enter the market at low prices. As a result, after the peak season, consumers are deeply ingrained in the low price of new products. Unfortunately, this door and window will not have enough room for price reduction in the future sales process.
Thinking: Sales in the peak season should focus on increasing sales, but increasing sales should focus on improving long-term sales rather than short-term sales. The new door and window products just participated in the discount when it was listed, it is indeed a good promotion means, but after the price drop is too low and then the original price is restored, the consumers can't adapt. After seeing a product at a low price, they see high prices, most of them are not. The conference went to buy, and there is still a long way to sell the new product. Now, there is no guarantee that there will be enough room for price reduction in the future. Some of the long-time door and window products promotion efforts can be bigger, let them play low-cost wars, set off new products, so that just listed in the promotion period of the doors and windows to buy new gifts, new and old collocation and other reasonable structure of promotional means to benefit, Rather than simply lowering the price of new products and hindering future sales.
2, product selling or backlog is serious
Reason: The market research of the merchants is not enough. The terminal consumption trend of consumers is not accurately grasped. It is not reasonable to estimate the relative 'accurate' sales volume of the sales season. For example, what door and window products are the best sellers in the near future. In addition, the merchants receive goods rebates from the manufacturers. The temptation of channel promotion and so on, and the large amount of goods are unplanned.
Thinking: Do a good job in market research and market analysis before the start of the peak season, find out the best-selling products in the regional market, fully analyze the market environment, consumer demand, and competition pattern, and then combine them according to their own funds, manpower status and inventory capacity. The population, purchasing power and other factors of the regional cities generally determine the number of goods to be purchased. For example, medium and low-end door and window products with large consumer demand should increase the peak season inventory, and only a small amount of high-end image products or off-season goods. In addition, the dealers must overcome the psychology of the manufacturer's channel to 'take advantage of the cheap', and cannot be unrealistically picked up because of the temptation of the manufacturer's channel promotion gifts or the delivery rebate policy, resulting in a large backlog of door and window products.
3, promotional discounts are unreasonable, low prices may not have good results
Reason: Merchants blindly pursue low prices, greatly discounted, adopt a promotion method that does not conform to the image of this door and window product, regardless of the actual demand of consumers for this product, so in the process of price reduction, these door and window brands are in the eyes of target consumers. The value and image of the company also declined with excessive price cuts, which made consumers feel bad about it, resulting in the sales volume not getting the ideal sales.
Thinking: According to the positioning of the brand and the characteristics of the product, appropriate promotion methods, such as some high-end door and window products can not fight the price war, blindly discounted to reduce the grade, you can take the full amount of gifts, optimize after-sales service, etc. To increase sales while improving consumer awareness of products and enhance the comprehensive capabilities of the brand, do not fall into the market situation of blind price cuts and vicious competition.
4, the road show activity is very lively, but did not turn the popularity of wealth
Reason: In order to attract the attention of consumers, many door and window dealers will hold various roadshows at the door of the store. The lively events will attract many onlookers, but the dealers often ignore the brand or the product itself. The content, so that consumers only pay attention to the activities and did not pay attention to the door and window stores that are engaged in promotion, not only spent a lot of activity funds, but also had no significant effect on the sales of the products.
Thinking: The theme of the road show activity should be closely related to the door and window brand or product, and increase communication with consumers. The layout of the site can be combined with the product, such as the product image of the door and window on the stage background; the props are also replaced by or associated with the product, and the content of the activity must be blended with the door and window products, for example, the door and window product knowledge question and answer for the onlookers, the new product observation test In addition, the choice of gifts should also be combined with the products or the door and window products themselves. The mood of the consumers when they get the gifts is very good, and the good feelings for this door and window are also increasing. Using the roadshow activities with clear themes and promoting sales to make the introduction, the consumers will finally notice the door and window products themselves, increase the awareness and goodwill of the products, and finally attract consumers to the door and window stores that are being promoted, and the popularity will become wealth. The sales of doors and windows have increased, and the purpose of the road show has really been achieved.
5, poor after-sales service, product installation is not timely
Reason: As consumers choose to purchase door and window products during the peak season, the customer will increase the number of customers to be installed after the peak season. The dealers do not have sufficient manpower and resources to install doors and windows for each household in time. At the same time, install and cut corners and services. Problems such as poor attitudes have also emerged, leading to constant consumer complaints.
Thinking: During the peak season, the sales of doors and windows are large, and the amount of purchases by consumers is also large. The number of customers to be installed is also many times higher than usual. At this time, the dealers should have more installers and sufficient supply than usual, and timely and effective. Deliver and install doors and windows for each customer, and ensure the quality of the installation. It is not necessary to install more people according to the daily number of installations, resulting in longer installation cycles or lower door and window installation quality for efficiency. Cut corners, resulting in quality problems in the doors and windows in the future, undermining the consumer's goodwill for this door and window brand, losing the brand image, and losing the brand's great interests.
Editor in charge: Shanghai GO Jiaju
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