Liquor sales skills and rhetoric

The sales of alcohol are needed all year round, and the arrival of summer is the peak season for the sales of all types of alcohol. So if you want to seize business opportunities at this time, you must master marketing skills. Here are some high-end liquor sales tips for you, please refer to them.

First step:

Seek resource support

Every year from May to August, the sweltering heat is the most difficult days for liquor manufacturers. At this time, manufacturers basically "The horses are released on Nanshan, the swords and guns are stored in the warehouse", and people, property and things cannot be pressed down. Due to the influence of the concept of "the terminal is king", on the one hand, retailers have a strong "wait and see" mentality. Manufacturers do not take the initiative to promote promotions, and retailers do not move, allowing the "off season" to spread. However, as the concept of off-season marketing becomes more and more profound, many liquor manufacturers have listed off-season marketing as an important promotion part of their one-year marketing plan, and actively cooperate with retailers to jointly promote the promotion of liquor in the off-season at the terminal. Therefore, retailers can take advantage of the opportunity and seek funding.

How do retailers seek resources from manufacturers? The resources they seek are:

Reminder advertisements in some media, materials for stacking and shelf display, on-site shopping guides, DM and POP etc. Advertising sheets, brochures, various gift supports, higher rebate rewards, festival sponsorship fees.

In return, retailers should provide the following support to manufacturers:

Free entrance fees for new products in off-season, provide piles with better locations, increase shelf display area, broadcast prompts in stores, More convenient payment settlement and reduction of related fees.

How to seek and from whom?

Generally, this can be done through telephone conversations, door-to-door visits, and contractual negotiations. At this time, retailers should show their sincerity, put down their noble heads, and solemnly launch their overall liquor off-season promotion plans and plans to manufacturers and distributors to obtain the cooperation and support of manufacturers and suppliers.

Large order purchasing managers, on-site supervisors, and branch store leaders can all be interviewed. During the negotiation, retailers should openly and honestly disclose their ideas, requirements and transaction conditions. They should not hide anything, and should not drag things from the off-season to the peak season and confuse them. Finally, a written agreement must be reached.

For off-season cooperation, retailers should adopt the strategies of "picking the middle from both ends" and "not being greedy for the big, not the small": that is, it is not appropriate to cooperate with high-end big-name liquor, because such wine merchants are powerful and have a high vision. , pay less attention to off-season promotion; small wines are less famous, and it takes a lot of effort to promote, and some losses outweigh the gains; it is more suitable to cooperate with medium and large liquor companies, because on the one hand, they have to catch up with the national famous wines of "Maotai, Wuliangye, and Jiannanchun" , on the one hand, they want to prevent falling behind, so when doing off-season marketing, they are more dedicated and fully cooperative, so retailers have more opportunities to make profits.

The second step:

Use the right location to make Duitou

Duitou, shelves, signboards, slogans and broadcasts, among which the most favorable factor is undoubtedly Duitou . Supermarket stacking forms include product outer boxes, large image outer boxes, shelf product stacking heads, specially designed image display stands and shelf end racks, etc. They are mainly stacked in large aisles, store entrances and exits, and cashiers. Most commonly used as shelf product pile headers. For such a large hypermarket or supermarket, adding one or two piles will not have much impact.

According to long-term research by experts, even an inconspicuous item, after being viewed more than ten times, will infect witnesses and easily produce consumer desires; a hundred people will witness the same item in the same place. , at least 3 people/time will have consumption desires and behaviors. The Duitou in a key area of ??a hypermarket plays such a role: sales push and pull, and brand display.

But how to make Duotou cleverly?

Determine the promotion form of "Duitou" according to the different life cycles of the product and plan it reasonably. If the manufacturer's product is new and in the introduction period, the location of the pile head provided may not be the best, but the manufacturer must be roped in for "strong" promotion; if it is in the growth period, higher requirements are put forward for the location, and the supermarket must provide The best location, that is, the "golden" Duitou, must also be on sale; the location of Duitou in the mature stage is more critical than promotion.

Shanghai supermarkets should use their own professional skills to teach manufacturers the skills of pile head design so that the pile heads can maximize their effect:

Retain 1/8 of the outer box surface for partition display, The lower part of the head is artistically decorated, and the upper part of the head is placed with small brand display boards, promotional flyers, and brand communication pages to create a creative seasonal sales atmosphere.

Salespersons in supermarkets should clean up the piles regularly.

The third step:

Bundled sales boost the weak market

Large supermarkets generally have meager operating profits, and they mainly rely on charging various entry fees to survive. Especially during the off-season, promoting liquor is a thankless task. It would be even more unprofitable to rely solely on supermarkets to promote themselves. Therefore, the basic idea for supermarkets and supermarkets to carry out off-season liquor terminal promotions is to do "no capital business" and still promote without spending money. This requires supermarkets to be both leaders and middlemen, playing the role of "coordinating" and making good use of bundled sales and joint promotions to achieve the goal.

The significance of joint promotion:

Enables promotional activities that a single supermarket cannot carry out.

The varieties, specifications, styles and colors of jointly sold products are complete, increasing the appeal of liquor.

Achieve greater promotional results with smaller promotional costs.

Joint promotion method:

Large bottles of liquor and small bottles are sold in bundles.

Liquor and popular beer are jointly sold. Buy as much liquor as you want and get a few bottles of beer for free, or buy as much beer as you want and get liquor for free. The form can be rigidly specified or softly specified.

Liquor and condiments are jointly sold. For larger links, it can be jointly sold with fresh oil, salt, milk and other household foods.

Liquor is sold jointly with scratch cards. It is stipulated that for every purchase of liquor of any value, a certain number of scratch cards will be given. Prizes vary in form and value.

Recently, during the off-season, a large liquor factory in Fujian launched a campaign to give away US dollars when buying liquor, which caused a great sensation among dealers and consumers. Retailers can "borrow" and apply what they have learned.

Co-selling products are required to have similar attributes and a certain value, and can revitalize best-selling products and slow-selling products at the same time.

For joint promotional products, supermarkets can assemble them themselves, or they can ask the manufacturer to provide cooperation.

The joint promotion strategy must first be innovative to give consumers a sense of freshness. If content innovation is difficult, then the form or concept must be innovative; secondly, let consumers directly see the promotional products to let them Of the directly obtained benefits, only visible benefits are the most lethal; finally, they must be simple, feasible, and easy to operate, otherwise consumers will have unnecessary doubts, reduce the promotional effect, and increase operating costs.

Step 4:

Prepare a holiday marketing feast

The annual long holiday is the golden period for supermarkets and supermarkets, with peak consumption and an important time for liquor consumption.

However, from May to September, there are fewer and smaller holidays. During the holidays, the business taste is light and the customer flow is obviously small, so the sales of liquor are even weaker. But the absence of traditional holidays does not mean there are no holidays. Merchants can also create their own holidays, which is important for setting off a small consumption boom in the off-season. For example, some foreign merchants hold store celebrations and cultural weeks with great fanfare and arrange them during the off-season, thus setting off a small marketing climax in the off-season. During this period, there are also small and medium-sized festivals such as traditional Mother's Day, Father's Day, Dragon Boat Festival, Chinese Valentine's Day, etc., as well as national statutory holidays such as July 1st and August 1st. Each city also has its own folk festivals, chambers of commerce, competitions and other major events that are no less important than the Spring Festival, National Day and other major events. Merchants should be smart, respond actively, participate boldly, and carry out relevant business promotion activities that are suitable for the occasion. And so on, there is no need to worry about no holidays and no business opportunities in the off-season, but there are them every month, or even "celebrating every day". However, many supermarkets exclude alcohol promotions from holiday promotions, which is really a pity.

How do supermarkets do off-season marketing of holiday liquor?

The selling points of products are festive

Retailers in supermarkets should be innovative and differentiated, and adapt to different holiday situations , holiday consumer psychological behavior, the actual needs of the holiday market in a specific period and the characteristics, culture and modern life and leisure styles of each product, formulate a product strategy combination that is effective, seasonal, and adapted to holiday marketing, and the introduction and promotion of which is more conducive to suitability During the summer festival, consumers can find new ways to seize the opportunity by using products that fully display their joy and happiness.

To realize product festivals, we must use "festival" to build momentum and play the "festival card" to give liquor more functions and characteristics that combine seasons and festivals, making liquor more low-alcohol and low-alcohol. It is health-care, leisure-oriented and themed. It abandons the characteristics of high, strong, bitter and choking liquor in the past and is more suitable for drinking during the summer season.

Of course, launching products is not primarily a matter of supermarkets, but requires retailers to be more forward-looking and proactive, and requires manufacturers to develop and provide more new liquor products suitable for promotion in supermarkets in summer. Otherwise, no matter how much they purchase, they will have little effect. For example, Wuliangye's "Fu Lu Shou Xi" wine, Jinliufu "Celebration Wine", Jinshiyuan "Love Wine", as well as health-care wolfberry wine, pure wine, ice wine, etc. are all targeted and advanced, and supermarkets may wish to introduce more of them. If possible, supermarkets can also launch their own OEM self-operated liquor brands.

Strengthen the development of group buying channels

There are some festivals during the off-season, so strengthening festival promotions is doubly valuable. Shopping malls and supermarkets should take the initiative to implement the "going out" strategy, attract internal and external contacts, and strengthen the development of holiday publicity channels.

For example, when the Dragon Boat Festival is here, the city has the custom of worshiping ancestors and eating rice dumplings. Therefore, product brochures, advertisements, quotations, and DMs can be used to convey information and launch targeted products to community residents. Special price wine, exclusive wine; another example is the "August 1st" Festival, which is a popular event for supporting the military. It is a good time for group buying. You can use the event marketing method to promote discounts to the garrison, the armed forces, the Civil Affairs Bureau and the trade unions of medium and large enterprises. Packaged welfare wine, buy Also, August 8 is Father’s Day, and you can take this opportunity to sell health-care liquor and medicated wine to children who respect their fathers.

According to common foreign practices, the appropriate date for large-scale holiday marketing promotions in supermarkets and hypermarkets is 3 weeks. The 7 days before the holiday are the promotion period, the post-holiday period is the adjustment period, and the middle of the holiday is the climax period. Each period lasts The appropriate time is the length of the average buying cycle. Sections are shortened accordingly. Off-season liquor promotion should also follow this law.

Step 5:

Unique chain promotion plan

Looking at the promotions of merchants, most of them are similar, and the effect is not good if you work alone. Therefore, supermarkets and stores during the off-season should make full use of their three major advantages of large event venues, excellent environment, and high popularity to carry out large-scale promotional activities.

Of course, promotion must be combined with the characteristics of liquor, be original and unique, and must be consistent, systematic, and coordinated in order to achieve unexpected results. So how do supermarkets launch a unique, sharp and effective chain promotion plan? Here are a few examples:

Activity 1: Come to ××, buy and get free. During the off-season promotional activities, customers who come to our supermarket to shop will receive exquisite gifts as long as they purchase liquor for more than 100 yuan. The more they buy, the more they will receive.

Activity 2: Get a big gift for those who are named on the gold list. All freshmen admitted to colleges and universities in July this year, as long as they hold the admission notice and purchase × brand liquor in this supermarket, will receive a beautiful gift marked "Golden List Title-Wish You Grow";< /p>

Activity 3: "Birthday Thanksgiving" is a sentimental gift. The "Thanks to Parents, Lucky Birthday" lottery reward event is held every month. Consumers whose birthday numbers are consistent with the winning day drawn by our store and who have a shopping list for consuming liquor in our store on that day will receive loving birthday gifts. The "Birthday Gratitude" event has multiple prizes, the highest prize being "a three-day trip to our headquarters".

Activity 4: "30 seconds of madness as you wish." Every ten days, 2 to 3 customers will be randomly selected based on their shopping receipts or invoices (containing the details of the liquor purchase) as the "lucky customers" of the day. Lucky customers can grab as many products as they want in the supermarket within the stipulated 30 seconds. As long as they do not violate the rules, all the products they take out will be given away for free.

Other series of on-site promotion activities in supermarkets can also include cultural performances, drinking competitions, liquor tasting promotion and knowledge competition activities supported by liquor manufacturers, which can further make the awareness of summer liquor consumption deeply rooted in the hearts of the people. .

The on-site series of activities should be one after another, targeted, interesting and stimulating. The purpose is to attract more customers to participate, push the entire promotional activity to a climax, and achieve the goal of manufacturers, merchants, Customers gain "multi-win" and everyone gets something. Since the prizes and gifts are basically sponsored by the manufacturers, the supermarkets only pay a small part, and it is still "wool used on sheep". The manufacturers also gain something, but the biggest winner is the supermarkets. On-site serial promotion activities are related to, but also independent from, Duotou, joint promotions, festival marketing, etc., and should be treated and applied differently.

In order to strengthen the off-season liquor promotion, supermarkets can also cooperate with manufacturers and choose promotional tools such as discount cards, coupons, points accumulation awards, and membership systems to further boost liquor off-season promotions.