Compressed goods is a double-edged sword, the blade is back to the back, if you do not stand in the dealer's perspective to consider the problem, this sword is likely to cut to yourself! On the contrary, if you effectively prevent the sequela of the cargo, let the knife blade cut to the market, you are likely to kill the bleeding road with the help of this sword!
The cargo is a double-edged sword, sharp on both sides.
The so-called pressure goods are also called pressure warehouses, usually in the year-end or special period, to the market and all levels of channels, especially the first-level commercial channels, into the inventory goods far beyond their normal sales.
From the perspective of enterprises, the use of stamping can be used to promote sales. The starting point is mainly from the following aspects: front and billing are an incentive mechanism for internal sales management, mainly at the end of the internal sales staff. Bonus. Through this kind of incentive policy, they are encouraged to carry out market development. Secondly, prepare for the peak season of enterprise product sales and inventory activities to prevent out-of-stock and out-of-stock phenomenon due to logistics lag; Third, from the perspective of competition, By crowding the channels to prevent competitors from swallowing their own networks; Fourth, to encourage agents to sell their products, to push the goods to agents or middlemen, give them a good policy, and force them to find ways to sell.
From the above aspects, we found that the pressure goods is indeed a marketing method. However, in actual operation, the cargo is also a double-edged sword. If the enterprise is unreasonable, or the purpose is not correct, it will bury its own product sales. At the same time, if the normal "after-sales service" is not carried out after the goods are pressed, more "sequel" of the goods will be left behind, which will bring many unsafe factors to the enterprise.
What kind of goods will have "sequel"?
The emergence of sequelae of goods is mainly caused by three reasons:
1 "Three-shot leadership" policy pressure
At the end of the year, when the company can't complete the annual sales task of the year, the sales director, marketing director, and even the CEO of the company will order the markets to press the goods to the agents and distributors. The reason is that the company's sales target is unreasonable. The market consumption and the annual sales growth rate are not considered enough. As a result, the top leaders have set their goals and scored their goals. The results are not determined, and the three-shot ass will leave. In the industry, people's policy-based goods caused by such unreasonable sales targets are called “three-shot leadership and pressure goodsâ€.
2 "William employees" countermeasures
Because the leadership goal is too high, the salesperson’s eyes are green again at the year-end award. As a result, many sales people will use various relationships to find ways to complete the task of pressing goods. Due to the impure purpose, there are often many irregular presses in actual operation, which brings many hidden dangers to subsequent sales.
3 "no after-sales service" bad goods
If all the first two types of goods that bring sequelae are not fully representative of the general public, then the "no after-sales service" bad goods is a common phenomenon in the current market. Some pressure goods are originally a marketing strategy, such as preventing competitors from crowding out channels; or ensuring the supply of goods before the arrival of festivals and promotions in order to achieve corporate marketing plans. However, due to the lack of service after the press, the press became a bad press, resulting in a series of aftereffects, making the company wipe the "butt" in the next year.
What are the "sequels" of bad goods?
Under normal circumstances, bad goods will at least bring these problems to the sales of enterprises.
First, the danger of stocking.
After the enterprise presses the goods to the channel, if the company does not vigorously cooperate with the dealers to sell the products, there is no normal "after-sales" service. Once the dealers have difficulty in selling, when the product is nearing the expiration date, or when the dealers are in urgent need of liquidity, the goods may be dumped to other areas through improper means, causing “selling goodsâ€, which seriously affects the market order.
Second, the price of goods.
We all know that when the company presses the goods, there is a policy of pressure, and the salesman is responsible for the pressure. In order to complete the task, he will certainly promise to take out some of his year-end awards as a policy of pressure. Under the guarantee of high profits, dealers will certainly use price killers and low-priced goods, which will disrupt the entire market price system and kill this product, completely destroying this market.
Third, increase marketing costs.
In a highly competitive industry, many products are sold in the form of credit sales, such as pharmaceuticals. The dealer has a warehouse. If the drug sales are not available within a certain period of time, it can be returned. Dealers often require companies to fulfill their promises and make refunds and exchanges when the shelf life is approaching. This makes the company's marketing costs increase invisibly.
Fourth, disrupt the sales plan.
The products that are pressed by "pressing goods" are actually products that have not been sold. It simply completes the financial accounting data by advancing or overdrafting the future market. When the overstocking is excessive, the sales performance in the previous quarter will be greatly affected. In fact, some products are the peak season for product sales at this time. Such "pressing goods" will affect the company's sales plan and marketing strategy. At the same time, artificially pressed goods will also cause sales to fluctuate and peak season fluctuations. There is no regularity in the volume of the market, which will cause trouble for a series of departments such as production, warehousing and transportation.
Fifth, it is easy to cause contradictions.
Both the original company and the dealers are constraining each other on the basis of motivating each other. The "pressing goods" will inevitably create contradictions between the two sides. The dealer's price-cutting and stock-selling behavior will hurt the interests of the company; and the entanglement of the enterprise's return policy will also hurt the dealer's interests. The relationship between the company and the dealer will be contradictory due to abnormal marketing methods.
How to prevent the "sequel" of the goods?
Compressed goods to see products:
We know that not all products can use the goods, here is the sale of drugs as an example. In general, the following types of products meet the conditions of “pressing goodsâ€:
1. Large circulation products.
Such drugs are relatively easy to circulate, and companies have positioned the access to such products as “sitting in businessâ€. That is to go through the wholesaler, the first level to the terminal. Under normal circumstances, such products have high visibility, long time to market, and do not require any advertising intervention. As long as they are widely distributed in mainstream channels and pharmacies in the industry, they can be sold normally.
2. Homogeneous products.
Fully homogenized products, channel press marketing may be one of the more effective marketing methods. Because, for homogenized products, occupying the channel is to occupy the market; the depth and breadth of the channel determine the success or failure of the market. In the pharmaceutical industry, generic medicine is this feature. A generic drug, old drugs, including OTC, including popular prescription drugs, produced by hundreds of manufacturers across the country, is the channel and terminal.
3. Products pulled by advertising.
Products that are generally driven by advertising, whether it is advertising hype or high-altitude, will greatly promote product sales. At this time, the sales cycle is short and the turnover is fast. As long as the agent spreads the network, expands the terminal, and increases the purchase port of the consumer, the products that are driven by the advertisement can completely suppress the goods.
Pressing the marketing to see the timing:
Under normal circumstances, the timing of the cargo is as follows:
1 You can press the goods before the festival. Because enterprise delivery, logistics and transportation often lag, it is appropriate to ensure that dealers have proper inventory.
2 Before the large-scale advertising, large-scale promotional activities began.
3 When you squeeze your competitors, you can press the goods. By squeezing the goods, warehouse space and distribution to the dealer or agent, you can squeeze the competitor's sales network.
4 urge dealers to increase the marketing efforts of your products when the pressure of goods. In this case, the company is better to give a suitable stamping policy and sales incentives. At the same time, support should be given to marketing tools, such as advertising.
Compressed goods marketing support measures
1. Formulate a reasonable price control policy.
The volume of goods to be compressed should be reasonably formulated, generally within the range of 3 months of sales; the incentive policy should be reasonable, if the year-end incentive policy for sales personnel is too high, it is easy for the salesperson to complete the task and get his own year-end award. The phenomenon of bad goods caused by the goods; if the dealers are given a cash reward, it is easy to appear the price of goods, the phenomenon of goods.
2. Give dealers marketing support.
The sales promotion policy was originally intended to urge dealers to increase sales of their products. However, improper promotion policies, such as cash rewards, goods rewards, etc., are likely to lead to the phenomenon of squatting and smashing goods. Therefore, the promotion policy is better in the way of giving dealers marketing support. For example, matching product gifts, increasing advertising input, etc., put the promotion cost of the goods into the market, and spend it on the consumers. This is beneficial to the products, and there is no harm.
3. Help dealers clear channels.
Due to long-term business, dealers rely on channels to eat. Once their channels are opened, there will often be a lack of initiative. Therefore, when the company is pressing the goods, you can use this opportunity to help the dealers to clear the channels to the next level. On the one hand, the products are pressed to a more terminal, and their products are dredged to a larger area to increase the strength of the goods; on the other hand, reminding dealers to improve their deep network awareness is also conducive to further strengthening the "customer". Let dealers become corporate marketing helpers.
This kind of practice of helping dealers to distribute is a marketing follow-up measure that should be done after the company has pressed the goods. If you help dealers to develop detailed cargo distribution plans and strategies, it will avoid the emergence of many sequelae. Otherwise, the goods that are pressed out will be unsalable, and once the dealers can't support it, the sequelae of the goods will explode.
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