How to Become a Qualified and Excellent Promoter

I. Job responsibilities of promoters (mobile promotion, full-time promotion)

1, master professional product knowledge and urge consumers to buy products.

2. Store, post, keep and distribute all kinds of promotional items and marketing AIDS of the company as required.

3. Do a good job in product display and maintenance, and keep the display surface clean and tidy.

4. Promote the product to customers and establish a good corporate image.

5. Collect feedback terminal information, coordinate various interpersonal relationships in the store, and maintain good communication with the boss.

6. Regularly report the sales progress of the store.

7. Actively develop new customers.

8. Collect information about repeat customers.

9. Follow the first-in-first-out principle of product display to ensure product freshness and safe inventory.

10. Handle general complaints from consumers and report vicious incidents to the promotion supervisor in time.

Second, the salary and vacation time at work.

1. Promoter's salary (full-time, mobile) is calculated and formulated by the office every month, and sent to the marketing department for review and distribution.

2. Full-time promotion: work 6 days a week and arrange a day off. The specific vacation time is implemented according to the arrangement of each outlet (Monday is recommended).

3. Mobile promotion: the working hours are 6 days a week, and one day off is arranged, which is staggered with the gatherings in towns and villages, and the working hours of a single outlet are not less than 4 hours.

Third, the extension staff meeting

1. Time: the monthly meeting will be held by the promotion director at 9: 00 on the first Monday or Tuesday of each month.

2. Organizer: Promotion Director

3. Contents of the meeting:

1) The sponsor summarizes the recent work.

2) Analyze and report the dynamics of competitors.

3) The promotion supervisor evaluates the recent work of the promotion personnel.

4) Explain and publicize the company's recent activity plan.

5) Announce the tasks of this market and single store next month.

6) Training and consolidation of relevant product knowledge and promotion skills.

7) Notice of relevant documents of the company.

8) Evaluate the work quality of the monthly promotion staff.

9) Conduct relevant knowledge training for sales promotion personnel.

Fourth, the code of conduct of sponsors.

1. On the morning of every working day, report to the sales promotion supervisor through the store's landline phone.

2. During work, you are not allowed to leave your post to handle private affairs or rest in other places.

3. Work actively, greet customers with a warm smile, listen carefully, have a gentle and amiable voice, and be natural and graceful.

4. Make rational use of promotional materials and promotional items issued by the company to pay a return visit to customers.

5. Keep company secrets: including data, trends, product information, promotion methods, training materials, etc.

6. Complete the sales report as required and report to the superior supervisor in time. Sales data must be timely, accurate and complete, and false data is not allowed.

7. Abide by industry regulations and maintain good professional ethics.

5. Understand customers, products and promotions.

Know your customers.

Every step into the consumer terminal shoppers will have a preliminary concept of shopping. For supermarket promoters, only by understanding customers' hearts can we talk about each other's hearts, thus improving the success rate of promotion.

A) What do consumers buy at the terminal?

As a promoter, you should understand that consumers go to the terminal not only to buy goods, but also because they like the following psychological needs. You can do this according to different situations:

Convenience: Let customers look at our products at will (be careful when handling goods). Don't block customers' sight. You can skillfully block competitors' products with your body.

Let nature take its course: don't stare at the customer's wallet from the beginning, first understand what the customer's needs and desires are, and then explain how the products we sell meet his needs; You should blindly publicize how good and suitable our products are, and leave time for customers to think; Find out what customers are comparing our products with other products, and then skillfully help them compare; Do not ask customers to buy; Let the customer feel that you are introducing the product, not "forcing" him to pay. Through patient explanation, let customers buy voluntarily or come back to choose our products after comparing the same products.

B) Four common ways to understand customer needs

"1", ask-ask The first step is mainly to ask, and understand the customer's needs through asking. It must be emphasized here that it is best to ask the selling point of the product, which is unique to your product. For example, Sunshine Baby contains more DNA than similar products, and it is difficult to add DNA due to its unique addition process.

Step 2 listen

(1) Listening is an emotional activity.

An excellent shopping guide should be as attentive as listening to parents, leaders and teachers.

Send a message to the other party: I really want to listen to you, I respect you and pay attention to you.

(2) Don't interrupt when the customer is talking.

In communication, listening is much more important than speaking for yourself. Only by listening can you understand the real intentions of customers and make what you say convincing. In the investigation of our sales staff, we found many cases of interrupting customers, which is the unprofessional performance of sales staff and impolite to customers.

(3) Give customers appropriate encouragement and praise at the right time, so that customers will tell you more.

"3", thinking-thinking When you communicate with customers, you should think through what customers say and understand their needs.

Customers may not be able to tell their needs accurately because of the limitation of product knowledge. In this case, the salesperson should determine the customer's needs according to the observed clues and the customer's words: the requirements expressed by some customers are not necessarily their real needs, and the salesperson should gradually understand their real intentions according to observation, listening and thinking.

"4", look-observe

By looking at the needs of customers, the shopping guide should look at all directions and listen to all directions. Shopping guides should be good at observing customers' personal belongings, manners, clothes, expressions and body language, and understand customers' needs through observation.

Understand the product

Have you ever gone to a department store to buy some electrical products? There are always three or four different brands of the same product, and the price is different. For a consumer who hasn't decided which product to buy, comparing the differences of some different brands should be the most basic requirement. But you hardly need to be surprised. Almost half of the shop assistants can't answer your questions clearly, and even some shop assistants have no idea about how to use the products. Although some types of products, such as electronics and electrical appliances, are updated very quickly, most promoters are too busy and the company has not taught them seriously, so they can't specialize in the products they sell.

For a salesman, these cannot be reasons, but they can all be said to be unqualified. Any kind of job is the same. If you want to specialize, you must study hard by your own willpower and become your own business. Your job is to help consumers solve their doubts through your product knowledge, so as to achieve the purpose of trading. Therefore, as a salesman, you must be thoughtful, proactive and specialize in your product knowledge from a broader perspective. The value of a product lies in the utility it provides to consumers. Therefore, a specialized product is not a static rote memorization of product specifications and characteristics, but a dynamic process. You should constantly obtain all kinds of information related to the product, and you can screen out the greatest utility of the product to consumers from the accumulated information, which can best meet the needs of consumers.

Only when you know the product in detail can the value contained in the product be reflected through your own sales skills.

1, product composition

L product name

Physical characteristics: material, texture, specification, aesthetic feeling, color and packaging.

L function

L scientific and technological content and technical characteristics of products

L sales price system and settlement system

L product type

Don't give any emotional factors when analyzing products, products are products. At this time, like an expert, you need to know the product composition, technical characteristics, current technical level in the industry and so on. (For example, Yinqiao has the most advanced milk powder production line in the world. For professional salespeople, a careful understanding of the objectivity of products is a basis for you to explore the value of products. Of course, you don't have to know the advanced technology theory, just know that this theory exists and this technology is really competitive in the industry. A deep and clear understanding of the products you sell is also a basic condition for being very confident in front of customers.

2. Value orientation of products: The value orientation of products refers to the value that products can bring to use. Several factors that constitute the use value of products are:

A) brand

Brand is an important factor that determines consumers' purchasing decisions. Among many product brands, is the brand image and market share of the products you sell in a favorable position?

B) cost performance

Compared with the same product, the basis for consumers to determine the purchase is determined by the price, packaging and value parameters contained in the product.

C) the advantages of the product (that is, the selling point we often say)

The advantage is that the product is different from other similar brands in efficacy or other aspects.

D) competitive differences of products

Based on a basic market principle and the existence of market competition, we can compare and analyze similar products.

Without competitive products, promoters are of little value. It is precisely because of fierce competition that it is more meaningful for promoters to remain competitive all the time in their business career.

E) proficient in products

1, study the basic knowledge of products.

For producers, products have certain specifications and weekly standards, but for promoters, products cover a wider range of knowledge. We know the product knowledge from the following five aspects.

Hardware features of the product:

Function, quality, materials, manufacturing methods, main components, specifications, etc.

Software functions of the product:

Product software refers to design style, color, popularity, avant-garde and so on.

How to use the product:

How to use the product, such as efficacy, taking method, precautions in use and service system provided.

2. Grasp the selling points of products

Understand the promotion

What is promotion? Promotion has two meanings:

On the one hand, help manufacturers sell products; On the other hand, it is to help consumers meet their needs.

The definition of promotion is very simple for us, that is, you can find the special benefits that goods can provide and help meet the special needs of customers.

We tell you what promotion is, and we also tell you that promotion is not. Promotion is not all about explaining the function of goods. Because, you have no idea: what is the customer's demand. Promotion is not to argue with customers, nor to win customers. If the customer can't beat you, he won't buy your things. Promotion is not the cheapest of our products, so it's a pity not to buy them. If products can only be sold because things are cheap, then the reason for selling is that the production unit has effectively controlled the cost, not the efforts made in promotion. What if you don't have anything cheap to sell? Promotion is not a flow of words, leaving customers with no room to speak. Without interaction, how to grasp the needs of customers? Promotion is not just selling goods, because customers have a good impression on you and they will trust what you say, so you are equally responsible for treating customers. A good promotion is not only a strong sales, but also a sales work under the premise of helping consumers meet their needs.

Promotion is also a kind of walking advertisement: displaying products is not only to let consumers know and understand products by using regular advertisements such as media, cars and street signs, but also to change consumers' views and impressions of the company in the process of contacting with consumers. Everything done in the promotion is closely related to the company image. Therefore, promoting etiquette is also a necessary skill for promoters.

Etiquette of intransitive verbs in promotion

1, adhere to the "three" and "three tones"

Specifically, it means "customers arrive, smile and respect" and "you come, you ask, you answer and you go."

First of all, warmly welcome guests, which requires sales staff to let customers feel your warm welcome when they visit their "responsibility area", so as to make customers feel good about you and promote the success of the transaction between the two sides.

2, to take the initiative to welcome guests, smile service.

After the customer enters the store, the salesperson should greet the customer with cordial eyes and welcome the customer. Always smiling at customers and smiling at customers will make customers feel warm and feel "at home". Smile is the most beautiful language that touches people's hearts. It is impolite to face customers coldly with that kind of facial expression, which will make customers daunting and even give up the idea of buying things. Customers will never be willing to buy anything under this indifferent expression. Therefore, a salesperson who lacks a smile will definitely lack the presence of customers.

When customers come and come within one meter of your area, you should smile and say "welcome" or "hello"! Welcome to visit! It can be removed temporarily. All these are beneficial for customers to relax naturally in the store and create the necessary environment for them to understand and buy goods. Next, treat customers warmly, which requires sales staff to be polite, enthusiastic, patient, decent and thoughtful in the whole process of receiving and serving customers, so that customers' shopping and your sales can achieve comfortable and pleasant results. Don't interfere too much when customers choose goods.

3, but also accurately answer the customer's various questions. Answer enthusiastically, softly and specifically. Answer customers' questions, face customers and answer them in a civilized way. You can't bow your head and ignore it, you can't be vague and absent-minded, and you can do something else while answering. Answer politely and correctly. Don't bump into the customer. No matter how naive or even "redundant" the customer's question seems to the salesperson, you should answer it politely, and you can't show disdain or even sarcasm, which will hurt the customer's self-esteem.

4. Be sure to answer questions and never tire of asking them. Some customers will ask a question from time to time or ask a question repeatedly when choosing goods. Sometimes several customers will ask questions at the same time, leaving people wondering who to listen to. Salespeople should be patient, calm and give detailed answers. Moreover, it is necessary to trade fairly and seek truth from facts. Don't pretend to be genuine, shoddy and short of weight. Such behavior will hardly win you repeat customers.

5. Let's talk about the enthusiasm of seeing Fujian off. As the saying goes, "buying and selling is not a good thing", no matter whether the customer picks up a penny for a long time or returns with a full load, they are all happy. Everyone should say "welcome again", "goodbye" or "take your time".

6. At work, you should be cheerful and have a natural expression. Don't pull a long face, you look unlucky. When customers ask you about goods and services, smile appropriately, or exchange eyes with customers at reception. You can't live without customers, otherwise when customers are far away from you, salespeople will laugh at themselves or even look silly, which is likely to scare away customers.

7. In addition, some greetings must be used under certain circumstances to take effect.

Case: When a customer looks at cosmetics on the shelf, she may just look at it or compare it, without thinking of asking the salesperson for help. A shop assistant came up and said, "What do you want? Why don't I show it to you? " , may interrupt each other's thinking, and even lose the determination to buy. If the customer asks the clerk for help or gives you a look, then you can greet him warmly. As long as the customer doesn't contact you directly, you just need to pay a little attention to ensure that you are on call. Some salespeople don't like staring at each other all the time, and even like to discuss customers' hairstyles, clothes or stalkers with colleagues, which will give customers a feeling of "stalking" and extreme discomfort and just want to leave immediately.

8. When talking to customers, don't answer the phone, especially for personal calls. Even if you have to answer the phone, you have to solve it in a few words. Don't talk on the phone in front of customers, and don't have sex on the phone. The taste of waiting is really hard.

9. Remember to create a "zero-interference" shopping space for customers, and require both merchants and salespeople to make active efforts to reduce the interference suffered by customers in the shopping process to zero. Let customers walk freely, choose freely, buy comfortably and get spiritual enjoyment when shopping.

10, attention should be paid to: First, try not to actively sell goods to customers, and don't ask. Second, if it is not necessary, don't walk behind customers for a long time when they browse the goods. Third, in a certain sales area, the number of shopping guides cannot exceed the number of customers. If it exceeds, it will make customers feel depressed.