I want to ask how to run the sliding door of the community. I don’t know how to start. I’ll meet you in the community.

Distributors often ask: "How to promote and conquer the market?" Delaike will sort out various market analyzes and sales methods and push them one by one for your reference.

As market competition intensifies, the battlefield for merchants in the door and window industry to gather customers has moved from the terminal building materials market to communities and construction sites. Community areas have become a fierce marketing battlefield. However, although community marketing is not a new topic for door and window merchants, it is still inevitable to fail. Maybe all aspects are paid more attention to, but the on-site results are not ideal. The fundamental reason is that the core and effective community marketing methods are not mastered. Below, the following key points of community promotion are summarized:

Full-time community promotion team

The community promotion department (group) generally consists of 2-10 people, with a minimum of 2 people and one The manager or supervisor has several groups under him, usually a group of 2-3 people, and the community development is carried out as a group.

1. Job Responsibilities of the Community Promotion Department Manager

① Responsible for establishing the community promotion team, recruiting and training community promotion personnel;

② Responsible for the community promotion team Daily process management, establish and improve department management system;

③Establish department incentive system, inspect and evaluate subordinate employees;

④Carry out community market research and formulate community promotion business strategies;

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⑤ Lead department members to go all out to achieve the sales targets set by the company;

⑥ Coordinate the relationship between the community promotion department and the decoration business department, stores and other departments.

2. Responsibilities of the community promotion business representative:

① Conduct community surveys, collect community information, and submit development suggestions, and then submit them to the department manager in a timely manner;

② Carry out public relations for the property department of the community and establish a good relationship with it;

③ Responsible for the on-site layout and customer reception of the community;

④ Carry out "floor sweeping" entry Visit, track and meet the needs of residents;

⑤ Responsible for the specific organization of the owner's visit to the headquarters exhibition hall;

⑥ Play the role of "opinion leader" and carry out group purchasing work;

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⑦Responsible for community after-sales service work;

⑧Complete other tasks assigned by the department manager.

1. Recruitment

The requirements for community promotion door and window sales staff are: hard-working and persevering. The working environment of community promotion is poor, the working hours are long, the physical exertion is high, and the transaction is difficult. Only community personnel with the above qualities can be competent.

It is recommended to go to the school to recruit some freshly graduated vocational high school, technical secondary school, and college students from rural areas. These people have just left school and are eager to find a job. In addition, students from rural areas are particularly hard-working and hard-working. Pragmatism is one of the essential qualities of community promoters. Priority will be given to those with property management experience. Employees with property management experience will have the same language when dealing with property companies in the future, which will help them establish a good relationship with the property company.

2. Training

Community promotion personnel should undergo a series of trainings before taking up their posts, and they should pass the assessment before taking up their posts.

3. System

Establish a basic system for the community promotion department, which mainly includes: "Community Promotion Department Job Responsibilities", "Community Promotion Practical Manual", "Community Promotion Personnel Assessment, Incentive Measures", "Community Promotion Materials Management Measures", "Community Promotion Model Management Measures", etc.

4. Incentives

Formulate salary management methods, reward and punishment methods for community promotion personnel, and let everyone know the composition of his salary and how to get a higher salary. .

5. "Cheer up"

Community sales work is easy to suffer setbacks. If the community sales staff are not helped to adjust their mentality in a timely manner, it is easy for the salesmen to become discouraged, their confidence declines, and they are extremely concerned about their work. unfavorable. You can use the morning meeting time to share the success cases of some colleagues and the stories of successful people to motivate employees to overcome difficulties and win orders.

6. Process management of the Community Promotion Department

① "Three Meetings System": Through morning meetings, weekly meetings, and monthly meetings, we can keep abreast of the business progress and solve problems that arise at work. issues and determine the direction of next work.

② "Work log, work plan, work summary management system": Fill in the "Work Log" every day, record the work content, reflect market intelligence, and put forward work suggestions. The "Work Log" is submitted before the morning meeting; Submit "Monthly Work Summary and Work Plan" every month.

2 Establish real estate files

Conduct a comprehensive survey of the communities and real estate in the area to understand the positioning, price, unit type, number of households, supporting facilities, development companies, and properties of each real estate Company, opening date, expected decoration date, decoration company stationed, whether competitors have entered, etc., establish a real estate file, then mark the real estate name on the map, hang the real estate distribution map in the office, and mark the residential areas that have been settled with a "red flag" , and add new properties in a timely manner.

We divide communities into five types: commercial housing, fund-raising housing, demolished housing, rental housing, and villa housing.

1. Fund-raising houses

Characteristics: The owners are familiar with each other, the renovation time is concentrated, and there is competition with each other. Information spreads easily and reputation is easily established. Most of them are properties built by large state-owned enterprises, banks, schools, hospitals, and governments.

2. Commercial housing

Characteristics: The decoration takes a long time, the decoration level is high and scattered, the relationship between the landlords is relatively closed, and the home decoration company is trusted.

3. Houses to be demolished and properties for rent

Characteristics: short decoration time, varying economic levels, generally low decoration requirements, mostly double-package, convenient type.

4. Small villas

Features: The decoration budget is relatively high, and they are mostly designed and constructed by home decoration companies. They are scattered and the decoration time is long. They pursue grade and effect.

Category the real estate information you have on hand and use different colors to distinguish them on the real estate distribution map.

3 Evaluate the development value and determine the entry method

1. Input-output analysis

After analyzing the properties one by one, first evaluate whether the property is worth entering. , that is, to evaluate the input-output ratio of the real estate and conduct input-output analysis, several sets of data need to be clarified.

①How many people need to be invested? How many days will it take?

②How much is the initial public relations fee?

③How is the rent? What are the costs for display materials and promotional materials?

④How much is the expected sales revenue?

After calculation, if it is worth entering, then decide in which way, that is, the way with the highest input and output, to enter.

2. Ways to enter the community

① Rent a storefront or garage and set up a temporary sales point/display area.

②Join with home decoration companies

③Join with other industry brands

④Publicity: Hang banners, posters, etc. at the main entrances and exits of the community, or Owners who have used my brand products have hung banners on their balconies and windows for promotion, etc.

⑤Public service advertising: Sponsor the production of community floor signs, house numbers, promotional posters and public welfare slogans in elevators, sponsor the production of community public service billboards, bulletin boards, signs, advertising electronic clocks, and community seats. , community property magazine.

⑥ Sponsor activities held by the community, such as property collection parties, property sales promotions, and owners’ gala events held by community developers.

⑦ Weekend sales: During weekends, the promotion team rents a venue to display products.

⑧Personnel dispersal: Community promotion personnel visit homes sporadically.

3. Publicity methods in different periods

①Initial stage

The early stage includes the community construction period and the real estate sales stage.

During the construction period of the community, some large-scale publicity can be done, and some large-scale (inkjet paintings) can be hung on the walls of the building.

In the real estate sales stage, focus on public relations between the developer and the sales department, conduct more emotional communication, and try to obtain the owner's files; in addition, put promotional materials and small gifts into the sales department, and invite them to Distribute on your behalf; if possible, place billboards, X-frames, and small display racks in the sales center for promotion.

At the same time, you can contact the property management office to make some public service advertisements, such as the aforementioned sponsorship of community public service billboards, bulletin boards, signs, advertising electronic clocks, and community seats, and preheat them in advance. publicity.

②Mid-term

The mid-term (the period from when the properties are sold out to the intensive renovation) is a critical period for community promotion. Different entry methods are determined for different communities.

③Later period

In the later period (sporadic decoration period), we will maintain communication with the owners through telephone communication, and those who are interested can provide door-to-door service. In addition, we provide good after-sales service (door-to-door returns, guidance on paving).

4. How to operate the community repossession party/owners’ social gathering

The community repossession party/owners’ social gathering is a good opportunity for intensive publicity. You can discuss with the property company to strive for cooperation. Host a party.

① Cut-in: Sponsor a certain amount of gifts, prizes, programs, get the title of the party, or display/promote on site, etc.

②Operation: It can be organized jointly with a real estate company or independently.

③Display/publicity: Party background painting, brand name, sun umbrella, leaflet distribution, display racks and samples, etc.

④ Provide programs: Organize company employees to perform 1-2 distinctive sketches and sitcoms, participate in them, and leave a deep impression on the owners and property management companies.

4 Carry out public relations for the property management office

When negotiating with the property department, first start by sponsoring some community public welfare boards, bulletin boards, and signboards that are necessary for the community to obtain With the goodwill of the property department and the effect of publicity, the subsequent cooperation will be much smoother.

To establish a good relationship with the property department, it is very important to maintain frequent visits. Before the opening of sales, a visit is usually required at least once every 2 days.

5 Material list before moving in

1. Display racks: mainly simple display racks for easy transportation and disassembly.

2. Products: Choose an appropriate product mix according to the grade of the community. For example, high-end real estate, you need to choose some distinctive products and new products for display; if it is affordable housing, you can choose some cost-effective ones. product.

3. Tents and sun umbrellas: create an atmosphere.

4. Image tables, tables, and chairs: A number of portable, standard image tables and tables and chairs.

5. TV, computer, VCD: Attract crowds with sound; computer site design can actively interact with owners.

6. Publicity materials: large album, honorary certificate, test report, project case, sales record, etc.

7. Small gifts: given to owners.

8. X frame, KT board: company introduction, product introduction, etc. Some are printed directly on the tent.

9. Community leaflets are a very important community promotion tool. The content and design quality of the leaflets are directly related to the volume of transactions.

6Formally stationed in the community

Formally stationed in the community for promotion and sales, there are three ways to choose from.

1. Separate entry

① Venue selection: the most popular square in the community or a must-pass aisle.

② Venue layout: Steel structure tent-type exhibition stands are generally used. This kind of exhibition stand is windproof, sun-shading, rainproof, very strong and easy to disassemble. It is also very eye-catching and has good publicity effect.

2. Different industry alliances, joint presence

In order to share resources and save costs, you can find some related brands in other industries that are well matched to cooperate, and cooperate in public relations, publicity, Cooperative display and cooperative promotion, such as ceramic tiles and coatings, ceramic tiles and home appliances, ceramic tiles and furniture, etc., have the same target customers and basically the same sales time. In this way, when promoting in the community, they can jointly enter the community and carry out promotion together.

3. Jointly move in with home decoration companies

For some commercial houses with few residents, the cost of moving in alone is too high and the risk is high. You can choose to jointly move in with some well-known decoration companies. Use the facade rented by the decoration company to occupy a corner to display product promotional materials and samples. Discuss with the home decoration company and ask designers based in the community to assist in product shopping guides. For each transaction, a certain amount of reward will be given to the designer/decoration company.

7 Reception and product introduction

1. Staff must wear company uniforms or T-shirts, follow good business etiquette, and use polite language.

2. When introducing products, you should be professional and use the FABE method to introduce products.

3. Never argue with the owner.

4. Give small gifts such as tissues and balloons to the owners to gain favor. Tape measures, calculators, and umbrellas that are necessary for some owners can be lent to the owners after registering their names, addresses, and phone numbers, and they can be taken back during the next home visit.

5. Promotion personnel should take the initiative, distribute leaflets and small gifts to passers-by, and guide them to visit the display location.

6. During the reception, it is actively recommended that the owners make an appointment to visit the headquarters showroom and home decoration courses.

7. Actively introduce promotional activities and group buying plans for this community.

8. It is best to put the information given to the owner in a paper bag or plastic bag. It will appear "precious" and the owner will not throw it away casually. Information generally includes: product summary leaflets, group purchase guides, promotional leaflets, home improvement class previews, pick-up and drop-off time schedules, salesperson's business cards, etc.

8 House sweeping

The so-called house sweeping is to conduct door-to-door visits, rather than simply stuffing product information into the cracks in the door. These materials and information will only be valuable if they reach the owners.

1. Promotional personnel who enter the house should pay attention to business etiquette, dress neatly and be polite. You must not be persistent. When the owner is disgusted, stop it in moderation.

2. When visiting a house, it is best to bring some gifts, such as tape measures, calculators, paper towels, small umbrellas, etc. that are useful during decoration.

3. Based on the owner files collected in the early stage, it is better to be able to name them. "Hello, Miss Li, I am from XX brand, and I have some information that I would like to show you."

4. It is best to put the information in a paper bag or plastic bag, which looks very "precious" "The owner will not throw it away casually. Information generally includes: product summary leaflets, group purchase guides, promotional leaflets, home improvement class previews, pick-up and drop-off time schedules, salesperson's business cards, etc.

5. Leave the owner’s contact number after visiting. When asking for the owner's phone number, you can say, "There will be some discounts (or home improvement classes, or an appointment to visit the headquarters showroom), so I can keep you informed."

6. There is a trick when sweeping the floor. , generally choose to walk down from the top floor and visit the room from top to bottom, so that the psychological feeling will not be too tiring.

7. After sweeping the building, you should fill in the "Owner's File Form".

9 Visit appointment registration/confirmation

For some interested customers, we can recommend them to visit the company headquarters showroom located in the building materials market.

You can say this to the owner at the scene: "We only display some products in this community, and the display venue is relatively simple and the effect is relatively poor. I suggest you go to the exhibition hall of our company headquarters to visit. The headquarters exhibition hall has a full range of products and the effects are much better. We have a special car to take you there." After that, you can take out an "Invitation Letter" and ask the owner to fill it out. Then, the night before the agreed time, call the owner to confirm whether he is going and tell him the specific time.

10 Picking up target customers to visit the exhibition hall

Picking up target customers to visit the exhibition hall is a very important action in community promotion. As long as you are willing to visit the exhibition hall, it means the success rate of sales. It has reached over 60. During the pick-up and drop-off organization process, strict arrangements must be made to leave a good impression on customers. The number of people picked up and dropped off at each time is approximately 30, which can fit into a minibus. The best time for pick-up and drop-off is Saturday and Sunday.

1. Confirm the list of visiting customers one day before pick-up.

2. Arrive at the scheduled location half an hour in advance (usually at the main entrance of the community or the bus stop)

3. Organize customers to get on the bus and count the number of people. If you do not arrive by phone, customer.

4. Give a bottle of mineral water to each customer who gets on the bus, and introduce the itinerary and return arrangements of the visit on the bus.

Reception in Exhibition Hall 11

After customers are transported to the exhibition hall, store shopping guides and community promotion personnel are divided into several groups to receive them. The main reception actions are:

1. Pour water

2. Introduce products and services: use the FABE method.

3. On-site comparative testing of antifouling performance, glossiness, etc. of products

4. Answer customer questions, calculate dosage, and cost budget

5. Hold " Home Decoration Class"

6. Accept product reservations

7. During the reception process in the exhibition hall, ensure that there is someone to receive each customer, and no one should be neglected.

8. A banner or welcome sign should be hung at the entrance of the exhibition hall to show welcome.

12 Home Decoration Classes

1. Time: Generally chosen on Saturdays and Sundays.

2. Location: in a specialty store or conference room. Generally speaking, it should be arranged in the store to attract people. At the same time, when introducing products, you can explain them on the spot.

3. Time: about 1.5 hours.

4. Lecturer: a senior designer from a decoration company that has a cooperative relationship with the company, or a senior salesperson from the company.

5. Content: Currently popular decoration styles, how to choose a decoration company, how to choose windows/floor wooden doors/boards, introduction to product features, sharing of home decoration cases, and home decoration precautions.

6. Equipment: Use projector and computer.

13 Accepting reservations

After customers stay in the exhibition hall for about an hour, they can start accepting reservations. In order to encourage customers to make reservations, some methods can be used.

1. Group buying discounts: Explain to them the preferential policies for group buying.

2. Promotional measures: Introduce the recent discounts and gift plans for XX community.

3. You can say, "Everyone is very busy with decoration. In order to save everyone's time, you can reserve products according to your needs. You only need to place a small deposit. We provide full door-to-door service (actual usage will be calculated at the door-to-door, Door-to-door delivery, door-to-door return/exchange). If you want to make a reservation, you can fill out a form with us. The "Product Reservation Form" is made in duplicate, and the company and the owner each keep one copy.

14 Group Buying

Group buying is collective buying, some are called centralized purchasing. There are two ways of group buying. One is convened by opinion leaders (this method is especially suitable for the unit's fund-raising housing or uniformly built dormitories). "To catch the thief first, catch the king", when doing group buying, first find and capture "opinion leaders and enthusiastic people", especially heads of labor unions, welfare departments, administrative departments of some units and agencies, or retired cadres. These people have certain influence in the community. With their appeal, you can use them to organize group purchases and give them certain rewards based on the number of group purchases. The breakthrough of group buying is to build a model house first, and then the group buying convener organizes the owners to visit the model house, so that the probability of closing the deal will be much greater.

The second is online recruitment. Post some group purchase posts on tiles in the name of the owner on some real estate websites, decoration material procurement websites, or community websites, and those who are interested in purchasing will follow the posts. This is especially effective for some "white-collar workers" who often go online and shop online. The group purchase price must be lower than the lowest retail price. If there are more than 5 households, the group purchase price is 15% off the lowest retail price.

Return visits to 15 communities

According to the list of product reservations, return visits to each customer one by one to verify usage, arrange delivery, collect payment, guide construction, return/replenish goods, etc. Serve.

For owners who have not visited the exhibition hall for some reason and are more interested, you can contact them in advance to visit the company's headquarters and introduce them to the company's headquarters exhibition hall. The emphasis should be on how many households have completed transactions and strive for success. Sale.

When each owner is decorated and ready to move in, you can send text messages or call to congratulate them on moving to their new home, and ask them whether they are satisfied with the product quality, service process, and decoration effect.

16 Word-of-mouth publicity

In the process of community promotion, we must be good at using customers who have made transactions to carry out word-of-mouth publicity. In order to encourage customers to carry out word-of-mouth publicity, a promotion policy can be implemented for old customers. If they introduce an owner to make a deal, they will be given a few percent reward or some gifts.

At the same time, for some hesitant customers, you can take them to the decorated customer's place to see the effect of product decoration.

In addition, it is necessary to organize the customer list of the community into a table and take photos of the renovated residences as "evidence" to show to other potential customers, which can play a very good " "Final kick" effect.