The general "sweeping the building" is the habit of the salesman in the community, and it is also recognized by the industry as one of the poor ways to develop the community.

In the market research, it was discovered that many building material companies have hired a large number of salesmen to sweep buildings, but the results are indeed not satisfactory. Where are the problems and how should they be solved?

The status of the sweeping building 1, building materials business recruit recruits.

We often see advertisements of recruiting salesmen in newspapers, job fairs, and the Internet. Usually, “basic salary XX+ commission, men and women are not limited, and experience is preferred”. Finally, “an ad is limited for a long time”.

2, training and induction.

After the clerk enters the company, he simply introduces the company culture, product model, and product price. At most three or five days, he can enter the target community under the guidance of the old business.

3, work methods.

The general process of the clerk sweeping the building is: knocking at the door and seeing the owner begin to introduce his products, then grind the phone number to the phone number, get a phone call quickly after leaving, tomorrow began to call to sell the product; Did not see the owner to see the room type, to understand the progress of the renovation; anyone can not see directly to leave.

4, business cooperation.

With other clerk, you can exchange the phone numbers in your hands and call one by one again.

5. Results.

A month has not got a few data, and even if the performance is often zero, I can only get a poor basic salary. In the face of the status quo, I cannot get approval from the leadership and I can only leave it.

6, cycle.

Once again, he recruited salesmen and embarked on the road.

After the analysis of the causes and the understanding of the owners and salesmen, most of the salesmen still remain in the "hunting" state, that is to take chances. When they encounter prey, they can play a *, can not be beaten to see their own law and What kinds of prey are encountered, and if the bad luck does not touch the prey, they will go home empty-handed and go home to eat old ones. They may not be able to eat but also whether they have old homes.

1, when the building materials business recruitment staff is not fine.

Not everyone can do business in this industry, as a qualified salesman must have the leg work, mouth, hands, brain, these qualities. Many salesmen are doing this for a few days here. When they see no performance, they immediately change jobs. Tomorrow there will be a few days. When they look at it, there will be no performance and they will start to change again. They can change five or six times a year.

2, business knowledge is not qualified.

The majority of building material salesmen belong to the “empty gloves, white wolf” mentality. They are not very clear about their product knowledge, and they are also ignorant of the decoration knowledge. When they knock on the door, they ask “Whether your family’s XX is installed?” Even customers are interested. Can not be detailed from the product differentiation, decoration notes and other aspects, the maximum can only be a phone call, can not be left to see their own ability and the owner's mood.

3, information collection is incomplete.

A lot of businesses basically run from the top floor to the ground floor when they run the community. They only care about the customers who are at the scene and have not yet purchased their own products. The actual spending power of the owners, the progress of the renovation, the relationship between the owners, The lack of understanding of the reasons for buying other brands, the major concerns of the renovation, and the competitor's strategies led to the company's inability to formulate strategies.

4, tracking is not in place.

The telephones of the owners, designers, and foremen who have been collected have not been properly used, resulting in a low final cooperation opportunity.

5, lack of summary and exchange.

Every day it will return to the company to report or register, but the mutual experience has not been fully communicated, and the lesson summary is not perfect enough. Most of them are groping their own experiences.

6. The work passion gradually declines.

For the business, the first phase is mainly to understand the market and explore experience, and the performance is normal. However, if the lack of leadership encouragement and analysis of the business do not see the future will become bright, in the absence of performance, the passion will be more The lower it comes.

Thinking of the expansion of the above situation, in the end how to "scan the building" in order to change the status quo? How to adjust to make "sweeping floor" from "tasteless" into "drumstick" it? The author based on past operational experience 捋 Shun out of a new business process , referred to as the "core business promotion core point", hoping to share with you.

1, when the recruitment business needs a multi-faceted assessment.

In the end, the business can not be single, in the end how many single and big relationship depends on their own ability and quality, so in the early recruitment must take a few key points: first, to be passionate; second, to be good at Learning is good at summing up; Thirdly, there must be resilience; Fourth, be diligent.

2. Training should be improved.

The first is the training of corporate culture. For business, we must have confidence in our own company and products, and be proud of ourselves as a member of the company. We must be full of domineering. Second, product knowledge training. I believe that although the business is not a shopping guide, but also have the knowledge base of shopping guide, because they are out of product and customer communication, in the absence of a large number of products in front of the situation so that customers are more interested in our products and brands . Third, service etiquette training. When empty-handed or rucksacks run into the community, it is very easy for customers to feel disgusted when facing the customers. Some owners also think that they are fraudsters and the credibility is not high. The service etiquette is a case where the customer does not understand our products and brands. Zhang gets a trusted business card. Fourth, talk skills training. What should be said in front of the customer, which sentence should not be said, and when anything is logical, if you do not train in advance but rely on your own exploration will lose a lot of opportunities and business. Fifth, workflow training. To teach business how to carry out work, what should be done every day, what is the significance and essentials of each task, so as to guide them in their work. Sixth, mentality training. Just entering a new industry and doing business is difficult to achieve greater results in the early stage. If the mentality cannot adjust the team, it will be prone to volatility, so this training is crucial.

3, collect real estate information.

Through the network, site visits (construction sites and sales offices), newspapers and other ways to understand the situation of the local market in various communities and classified summary, we must first understand what are the short-term delivery of the community, which are the nearest to the housing of the community, which are In the construction of the community; followed by the understanding of the district's geographic location, housing prices, scale, type of community (commercial housing, back room, fund-raising room, etc.), the purchase of crowds, date of delivery, property phone and so on.

4, information analysis and classification.

The classification here is mainly two aspects. First, according to the classification of the delivery time of the community for follow-up tracking; secondly, through the analysis of the above information, the customers of the residential areas are sorted out as potential customer groups of their products, and the communities are divided into key points. Offensive and appropriate attention categories require focused manpower, financial resources, and material resources to be attacked in key offensive categories, and simple distribution of a single page or appropriate propaganda for appropriate attention categories.

5. Divide the area.

The leader divides the entire market into a number of operating points according to the administrative or economic area of ​​the local market, or assigns a number of properties for each business. Usually one business is responsible for 2-3 real estate projects. It is too busy to take responsibility. It does not lead to any good.

6, material preparation.

The main purpose of the salesperson sweeping the building is to spread the information of his own brand and product. Therefore, he must bring full promotional materials when visiting the house. In particular, for the salesman in the building materials industry, he must also bring the color renderings of his products. Good is tailored to the owner's room type. Several options are available for the owner to freely watch and select. If the owner is not targeted, he is generally not interested. Another brochure and a single page are also necessary. Even if the owner is not interested, we can also put there one or several pages. Maybe the owner will read it, as long as he remembers that our brand has the possibility of closing.

7, customer information collection.

The collection of customer information is another major goal of the salesperson's sweeping, and it is also one of the foundations of the single source. The clerk sweeps the building from the top floor to the bottom floor, meets the owner on the spot, must communicate in time, introduce our products and brand to the customer, and the topic to be discussed must be expanded to give the customer some more decoration. Suggestions and opinions, we must also solve the customer's various problems in the decoration, so that customers feel that we are very good in the decoration, open the topic, talking about more of the customer will naturally believe in us, so it is easy to leave the customer's Contact information; if the owner is not on the scene, he must communicate with the workers, foremen or designers on site to understand the general situation of the owner, and also leave their contact information for further follow-up.

8, customer information summary.

First, key offensives should be carried out for key real estate projects, customer information tables should be established, and plans for the development of residential customers should be established. These include: Renovations, renovations, renovations (tilinging, etc.). It is required to master the progress of all customers of this property, which requires frequent visits to the buildings and visits. Second, to understand the details of these customers decoration materials, such as what brand of tiles, what brand of floor, what brand of paint, what brand of kitchen cabinet, etc., in order to understand the customer's purchasing power and buying habits. Third, classify the collected customers: focus on customers, cultivate potential customers, and give up customers. Recent transaction customers, appropriate transaction customers, forward transaction customers (according to the transaction time classification).

9. Establish key customer tracking and maintenance tables.

The collection and sorting of customer information is just the beginning of business work. Next, these customers must be developed. This involves the tracking of key customers. The usual tracking methods include visiting again, texting, and telephone contact. The goal is to not only keep track of the situation but also avoid the revulsion of the customer.

10. Channel customer information collection.

The above points have been talking about the collection, collection, analysis, and tracking of the owner's information. Now we are talking about the collection of another information point, that is, the channel customer information, what is the channel customer information, and the channel customer information is the ability to bring us the owner. The information of the information of the person, namely, designer information, decoration company information, property owner information, other brand salesperson information, decoration foreman information, plumber information, etc. This is the same as the truth of the market. These people are the channels. The more customers the channel can reach, the more it will be. In the process of sweeping the clerk, the clerk must strengthen the collection of information in this area and turn these people into our part-time business so that our network will become bigger and bigger. If the relationship is well maintained, even if our clerk sleeps at home Dajue, the owner of the information will continue to be collected in our own hands.

11, channel customer maintenance and tracking.

The channel client's strength is quite large, and it is relatively simple to maintain, often telephone greetings, have time to sit down to eat, send some small gifts to walk away the customer can basically, first-hand material matter can be completely Get it.

12, old customers tracking and return visits.

Through investigation, we learned that the input ratio for maintaining an old customer and developing a new customer is 1:6. It can be seen how valuable this old customer is. The purpose of tracking and returning visits is to expand word of mouth publicity and reach us. Introduce the effect of new customers. Everyone in a community will have colleagues, friends, or neighbors. Their sentences are like ten or one hundred sentences of the salesman. If the strategy is appropriate, they can build model houses and organize group purchases based on the old customers' houses. expand influence. In fact, in the development of a certain community, the early period is relatively difficult, but only after finding a breakthrough will become quite easy. The old customers are such a breakthrough.

13. Summary and reporting of key information.

As community business personnel must collect a large amount of market information as a basis for the company to formulate new plans when scanning buildings, in addition to end-customer information, channel customer information also pay attention to the main residential population of the community, decoration preferences, competitors' promotion strategy, The promotion methods of other industries, etc., will timely aggregate and report this information to the leaders. The leaders can adjust and formulate new plans based on this information to promote the development of the community.

14, salesman assessment.

For the salesman's assessment, I suggest not to focus on sales, but focus on assessing the amount of end-user customer information and the amount of channel customer information. These are the benchmarks for assessment, especially the early stage of team formation. And the first three months of service entry. Because the collection of these two aspects is the process of sweeping the building, the amount of output is the result, and as long as the process is completed, the results will not be too bad. Usually, we maintain a 10% dynamic transaction rate to calculate customer retention. For example, if Xiaoli’s sales task for August is five orders, then the effective end-users in August need to stay at 50 per day. Can not be less.

15, give incentives to the morning.

The morning will be an incentive method that store managers are best at using, and the same applies to business. First of all, there must be a moderator who advises all business people to take turns taking turns. The basic content of the morning meeting is: Dance warm-up, the host gives everyone a philosophical story, and the good people from the previous day give their opinions and call the group's Group name, slogan, etc. In short, the purpose of the morning meeting is to encourage, and to adjust the clerk's mentality to the best state.

16. Evening parties with sharing and summative meanings.

Half an hour before work every day, business personnel must return to the company’s report, and the rotating host is responsible for organising the evening party to question the results of today’s work: what did you do today, how to do it! What are the sales increase, how to increase... .... Then the challenger focused on what methods were used to receive today, summed up the experience, and told everyone about the process of their own transactions. What are the feelings.... After a round of rounds, special topics will be discussed and resolved. Finalize the work plan for the second day. In this way, everyone can learn a lot by exchanging and sharing experiences, and at the same time, they can avoid some problems and all personnel will be improved.

The core business promotion core points are more for the “sweeping” business, and if combined with the establishment of model houses, designer alliances, home improvement company alliances, and community group purchases, the effect will be better. Of course, which promotion method to choose to develop? The community still needs to combine its own resources with actual market conditions.