Ask how to run the sliding door in the community. I don't know how to start. See you in the community.

Dealers often ask, "How to promote and attack the market?" "Delecque will sort out all kinds of market analysis and sales methods and send them to you for reference.

With the intensification of market competition, the battlefield of gathering customers in the door and window industry has moved forward from the terminal building materials market to residential areas and construction sites, and residential areas have become a heated marketing battlefield. However, community marketing is not a new topic for door and window merchants, but it will inevitably fail. It may be paid more attention to in all aspects, but the field effect is not ideal. The fundamental reason is that we have not mastered the core and effective means of community marketing. Below, the following points of community promotion are summarized:

Full-time community promotion team

The community promotion department (group) is generally composed of 2- 10 people, at least 2 people, a manager or supervisor, and several groups, usually 2-3 people as a group, to carry out community development in groups.

1. Responsibilities of the Manager of Community Promotion Department

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

(2) Responsible for the daily process management of the community promotion team, and establish and improve the departmental management system;

(3) Establish a departmental incentive system to inspect and assess the subordinate employees;

(4) Conduct market research in the community and formulate business strategies for community promotion;

⑤ Lead the department members to go all out to achieve the sales target issued by the company;

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

2, community promotion business representative job responsibilities:

(1) Conduct community investigation, collect community information, submit development suggestions, and report to the department manager in time after completion;

(2) Carry out public relations with the residential property department and establish a good relationship;

(3) Responsible for the site layout and customer reception of the community;

(4) Carry out "sweeping" home visits to 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 buying;

⑦ Responsible for the after-sales service of the community;

Complete other work assigned by the department manager.

1, recruitment

The requirements of the sales staff for selling doors and windows in the community are: hard work and perseverance. The working environment of community promotion is poor, the working hours are long, the physical consumption is high, and the transaction is difficult. Only community personnel with the above qualities can be competent.

It is suggested to recruit some newly graduated vocational high school students, secondary school students and junior college students from rural areas. These people have just left school and are eager to find jobs. In addition, students from rural areas are particularly diligent and pragmatic, which is also one of the essential characteristics of community extension workers. Experience in property management is preferred. Employees with experience in property management will have a common language in dealing with property companies in the future, which is conducive to establishing good relations with property companies.

Step 2 cultivate

Community extension personnel should receive a series of training before taking up their posts, and take up their posts after passing the examination.

3. System

Establish the basic system of the community promotion department, which mainly includes: the responsibilities of the community promotion department, the community promotion practice manual, the assessment and incentive measures for community promotion personnel, the management measures for community promotion materials, and the management measures for community promotion models.

4. Motivation

Formulate the salary management method, reward and punishment method for community promoters, and let everyone know his salary composition and how to get a higher salary.

5. "Cheer up"

Community sales are prone to setbacks. If you don't help the community salespeople to adjust their mentality in time, it will easily make the salespeople feel depressed and their confidence drop, which is extremely unfavorable to their work. You can use the morning meeting time to share some colleagues' success stories and stories of successful people to motivate employees, overcome difficulties and win orders.

6. Process management of community extension department

① "three-meeting system": through early meeting, weekly meeting and monthly meeting, keep abreast of business progress, solve problems in work and determine the direction of next work.

② "Work Log, Work Plan and Work Summary Management System": fill in the work log every day, record the work content, reflect the market information and put forward work suggestions, and submit the work log before the morning meeting; Submit monthly work summary and work plan every month.

2. Establish real estate files

Conduct a comprehensive survey of the residential areas and buildings in this area to understand the positioning, price, apartment type, number of households, supporting facilities, development companies, property management companies, opening date, estimated decoration date, decoration companies and competitors. , establish the building file, then mark the building name on the map, hang the building distribution map in the office, mark the residential areas that have entered with "red flag" and add new ones in time.

We divide the community into five types: commercial housing, fund-raising housing, relocated households, rental housing and villa housing.

1, fund-raising house

Features: the owners are familiar with each other, the decoration time is concentrated, and there is a situation of comparing with each other. Information is easy to spread and word of mouth is established. Most of them are buildings built by large state-owned enterprises, banks, schools, hospitals and governments.

2. Commercial housing

Features: long decoration time, high decoration grade requirements, relatively scattered, close relationship with the landlord, and trust the home improvement company.

3, relocated households, rental property

Features: the decoration time is short, the economic level is uneven, and the decoration requirements are generally not high. Most of them are double bags, which is convenient.

4. Country house

Features: High decoration budget, mostly designed and constructed for home improvement companies, scattered distribution, long decoration time, and pursuit of grade and effect.

Classify the real estate information at hand and distinguish it with different colors on the real estate distribution map.

3. Evaluate the development value and determine the access mode.

1, input-output analysis

After analyzing the real estate one by one, we should first evaluate whether the real estate is worth living in, that is, evaluate the input-output ratio of the real estate. To carry out the input-output analysis, we need to clarify several sets of data.

(1) How many people need to invest? How many days will it last?

(2) What is the upfront public relations fee?

How about the rent? How about the cost of display materials and publicity materials?

④ What is the estimated sales revenue?

After calculation, if it is worth entering, we will decide what way to use, that is, the way with the highest input and output.

2, the way to enter the community

① Rent a facade or garage and set up a temporary sales point/exhibition area.

(2) Joint presence with home improvement companies.

③ Joint exhibition with other industry brands.

④ Publicity: hang banners and posters at the main entrances and exits of the community, or hang banners on the balconies and windows of owners who have used our brand products.

⑤ Public service advertisement: Sponsor the production of community building signs, house numbers, elevator posters and public service slogans, and sponsor the production of community public service billboards, bulletin boards, signs, advertising electronic clocks, community seats and community property magazines.

⑥ Sponsor the activities held by the community, such as the repossession party, sales promotion activities and owners' parties held by the community developers.

⑦ weekend display: during the weekend, the promotion team rents a venue to display the products.

People running around: community extension workers visit households sporadically.

3. Publicity methods in different periods.

① Early stage

The initial stage includes residential construction stage and real estate sales stage.

During the construction of the community, you can do some huge publicity, and you can hang some huge (spray painting) on the building wall.

In the stage of real estate sales, we should pay attention to the public relations between the developer and the sales department, do more emotional communication, and try our best to get the owner's files; In addition, put promotional materials and small gifts into the sales department and let them distribute them on their behalf; If possible, put billboards, X-racks and small display racks in the sales center for publicity.

At the same time, you can contact the property management office to do some public service advertisements, such as sponsoring the production of community public service billboards, bulletin boards, signs, advertising electronic clocks, community seats, preheating publicity in advance, etc.

② Middle stage

Mid-term (the period from real estate sales to centralized decoration) is the key period for community promotion, and different access methods are determined for different communities.

③ Late stage

Late (sporadic decoration period) will contact the owner by phone, and those who are interested can come to the door for service. In addition, do a good job in after-sales service (return visit to the door, shop laying guidance).

4. How does the community repossession party/owners' association operate?

Community repossession party/owners' association is a good opportunity to focus on publicity. You can discuss with the property management company and try to hold a party together.

① Interruption: sponsor a certain number of gifts, prizes and programs, get the title of the party, or show/publicize it on the spot.

② Operation: It can be jointly organized with real estate companies or independently undertaken.

(3) Display/publicity: add brand name, sun umbrella, distribute leaflets, arrange booths and samples to the background painting of the party.

④ Providing programs: organizing employees to perform 1-2 featured sketches and sitcoms, and participating in them, which left a deep impression on the owners and property management companies.

4. Public relations with the property management office.

When negotiating with the property department, we should start by sponsoring some community public welfare billboards, bulletin boards and signboards that are necessary for the community, get the goodwill of the property department, and receive the publicity effect, then the cooperation will be much smoother.

It is very important to establish a good relationship with the property department and maintain frequent visits. Before the opening, you usually go at least once every two days.

5 List of materials before stationing

1, exhibition frame: simple exhibition frame is the main one, which is convenient for transportation and disassembly.

2. Products: Choose a suitable product mix according to the grade of the community, such as high-end real estate, and select some distinctive products and new products for display; If it is affordable housing, you can choose some cost-effective products.

3. Tents and umbrellas: create an atmosphere.

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

5, TV, computer, VCD: attract people with sound; Computer website design can actively interact with owners.

6. Publicity materials: large-scale atlas, honorary certificates, test reports, engineering cases, sales records, etc.

7. Small gift: presented to the host.

8.X-frame and KT board: company introduction, product introduction, etc. Some are printed directly on tents.

9. Community leaflets are very important tools for community promotion. The content and design quality of leaflets are directly related to turnover.

6 officially stationed

There are three ways to formally enter the community to promote sales.

1, stationed alone

① Site selection: the most popular square or necessary corridor in the community.

(2) Site layout: Generally, the tent-type booth built of steel structure is wind-proof, sun-proof, rain-proof, firm, easy to disassemble, eye-catching and effective in publicity.

2. Horizontal alliance and joint stationing.

In order to enjoy resources and save costs, we can find some related brands in other industries to cooperate in public relations, publicity, display and promotion, such as tiles and coatings, tiles and household appliances, tiles and furniture. The target customers are the same, and the sales time is basically the same, so that you can enter the community together and promote it together.

3. Cooperate with home improvement companies.

For some commercial houses with a small number of households, the cost of entering alone is too high and the risk is high. You can choose to join some well-known decoration companies. Use the facade rented by the decoration company to occupy a corner to place product promotional materials and samples. Discuss with the home improvement company and ask the resident designer to assist in product shopping guide. Give the designer/decoration company a certain reward for each transaction.

7 receiving and introducing products

1. Employees must wear company uniforms or T-shirts, observe good business etiquette and use polite expressions.

2. Introduce products professionally and use FABE method to introduce products.

Never quarrel with the host.

4. Send small gifts such as paper towels and balloons to the host to win a good impression. Some necessary tape measures, calculators, umbrellas, etc. can be lent to the owner after registering the owner's name, address and telephone number, and then retrieved at the next home visit.

Promoters should take the initiative to distribute leaflets and small gifts to passers-by and guide them to visit the exhibition site.

6. During the reception, it is actively suggested that the owner make an appointment to visit the exhibition hall and home improvement course of the headquarters.

7. Actively introduce the promotion activities and group buying schemes of this community.

8. It is best to pack the information sent to the owner in paper or plastic bags, which is very "precious" so that the owner will not throw it away casually. Information generally includes: product summary folding pages, group purchase guides, promotional leaflets, home improvement class notices, pick-up and drop-off schedules, business cards of salesmen, etc.

8 clean the building

The so-called building sweeping is a door-to-door visit, rather than simply stuffing product information into the door. These materials and information are valuable only when they reach the owner.

1. The propagandist should pay attention to business etiquette, dress neatly and be polite. Don't pester and beat, when the owner is disgusted, enough is enough.

2, home visits, it is best to bring some gifts, such as tape measure, calculator, paper towels, umbrellas and so on.

3. According to the owner's files collected in the early stage, the name is better. "Hello, Miss Li, I'm from XX brand, and I have some information to show you."

4. It is best to pack the materials in paper bags or plastic bags, which are "precious" and the owner will not throw them away casually. Information generally includes: product summary folding pages, group purchase guides, promotional leaflets, home improvement class notices, pick-up and drop-off schedules, business cards of salesmen, etc.

5. Leave the host's contact number after the visit. When you ask the owner for the phone number, you can say, "There will be some discounts (or home improvement classes, or an appointment to visit the exhibition hall of the headquarters) so as to inform you at any time."

6. There is skill in sweeping the building. Generally, you choose to go down from the top floor and look at the house from top to bottom, so you won't feel too tired psychologically.

7. After sweeping the building, you should fill in the owner's file form.

9 Visit reservation registration/confirmation

For some interested customers, we can suggest them to visit the exhibition hall of the company headquarters in the building materials market.

At the scene, you can say to the owner: "Our community only shows some products, and the exhibition venue is relatively simple and the effect is relatively poor. I suggest you visit the exhibition hall of our company headquarters. The headquarters exhibition hall is complete in variety and the effect is much better. We have a special car to pick it up. " After that, you can take out the invitation letter and let the host fill it out. Then, the night before the appointed time, call to confirm whether the owner will go and tell the specific time.

10 transport the target customers to the exhibition hall.

It is an important action to show the target customers around the exhibition hall. As long as they are willing to visit the exhibition hall, it means that the sales success rate has reached more than 60%. In the process of transportation organization, strict arrangements should be made to leave a good impression on customers. The number of people who pick up and drop off each time is about 30, which is just enough to fill a bus. The best time to travel is Saturday and Sunday.

1. Confirm the list of visiting customers one day before delivery.

2. Arrive at the scheduled place 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, count the number of people and contact customers by telephone.

4. Send a bottle of mineral water to every customer who gets on the bus, and introduce the itinerary and return arrangement on the bus.

Reception of exhibition hall 1 1

After the customers transferred to the exhibition hall, the store shopping guide and community promotion staff were divided into several groups for reception. Reception activities mainly include:

1, pour water

2. Introduce products and services: use FABE method.

3. Contrast and test the antifouling performance and luster of the products on site.

4. Answer the customer's questions and calculate the usage and expense budget.

5. Hold a "home improvement class"

6. Accept product reservations

7. In the reception process of the exhibition hall, make sure to receive every customer well and don't neglect anyone.

8. Banners or welcome cards should be hung at the entrance of the exhibition hall to show welcome.

12 decorate the classroom

1, time: usually Saturday and Sunday.

2. Location: in a specialty store or conference room. Generally speaking, it is attractive to decorate in the store. At the same time, when introducing the product, you can explain it on the spot.

3. Time: 1.5 hours or so.

4. Lecturer: a senior designer of the decoration company or a senior salesperson of the company who has a cooperative relationship with the company.

5. Content: current popular decoration styles, how to choose decoration companies, how to choose windows/floor doors/plates, product features introduction, home improvement case sharing, and home improvement precautions.

6. Equipment: Use a projector and a computer.

take bookings

Customers can start accepting reservations after staying in the exhibition hall for about 1 hour. In order to encourage customers to make reservations, some methods can be adopted.

1, group purchase discount: explain the preferential policies for group purchase to them.

2. Promotion measures: Introduce the recent preferential and gift schemes of XX community.

It can be said, "Everyone is busy decorating. In order to save time, you can order products according to your own needs. We only need to pay a little deposit, and we provide full door-to-door service (door-to-door calculation of actual consumption, door-to-door delivery, return and exchange). If you want to make a reservation, you can fill in the form here. " The product pre-order is in duplicate, one for the company and one for the owner.

14 group purchase

Group buying is collective buying, and some are called collective buying. There are two ways to buy a group, one is to convene opinion leaders (this way is especially suitable for the fund-raising room or unified dormitory of the unit). Catch the thief first, then the king. To do group buying, first look for "opinion leaders and enthusiastic people", especially the leaders of trade unions, welfare departments and administrative departments of some units and institutions, or retired cadres. These people have a certain appeal in the community and can be used to organize group purchases and reward them according to the number of group purchases. The breakthrough of group buying is to make a model house first, and then the group buying convener will organize the owners to visit the model house, so the probability of transaction will be much greater.

The second is online recruitment. In some real estate websites, decoration materials purchasing websites, or residential websites, some group purchase tiles are posted in the name of the owners, and those who are interested in buying will follow up. This is especially effective for some "white-collar workers" who often surf the Internet and buy online. The group purchase price should be lower than the minimum retail price. More than 5 households can enjoy the group purchase price, with a minimum retail price of 9.5%.

15 community visit

According to the product pre-order list, pay a return visit to each customer one by one, and provide services such as verifying consumption, arranging delivery, collecting money, guiding construction, returning/replenishing goods, etc.

Interested owners who have not been to the exhibition hall for some reasons can contact them in advance to visit and introduce their visit to the exhibition hall of the company headquarters, focusing on how many households have achieved the transaction and strive for sales success.

When the owners are ready to move in, they can send a text message or call to congratulate them on their new house, 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 should be good at using customers who have already made a deal for word-of-mouth publicity. In order to encourage customers to carry out word-of-mouth publicity, we can implement a promotion policy for old customers, give a few percent rewards to those who introduce a business owner, or give some gifts.

At the same time, for some hesitant customers, we can take them to see the decorated customers and see the effect of product decoration.

In addition, the list of customers in this community should be organized into a table, and the renovated house should be photographed as "evidence" for other potential customers to see, which can play a very good "closing" role.