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            區域短期增加銷售的11種方法

            易創培訓網 2019年6月8日 作者:孟森


            什么叫短期沖量?所謂短期沖量就是壓貨的另一種方式,將報表上的銷售數據快速推高,達成銷售指標。

            (1)用費用換銷量。一般只適合年末月底費用有結余,公司產品銷路尚可的企業。當然,能用費用換銷量的銷售人員至少還是想辦法達成目標

            (2)先進后退,售后掃尾。先讓經銷商大量進貨,許諾經銷商只要度過年尾月末考核,就會以產品售后問題幫助經銷商退貨,將超額吞進去的貨又吐出來。經銷商能得到的好處是,能夠一并解決其他售后問題。

            (3)聯合沖量,返利共享。當企業設立的坎級返利過高,或者區域銷售缺口太大,大部分經銷商都無法完成任務的時候,銷售人員將資源當客情,把幾個經銷商的銷量累加到一個經銷商頭上,讓一個經銷商拿到返利或者拿到更高返利,然后再組織經銷商內部“分配”。

            (4)工程報備,量多價優。廠家在支持工程類產品的時候都會有一些特價政策,經銷商在申請某個工程項目支持的時候,為了多拿實惠、占小便宜,一般都會將項目產品的使用數量拔高虛報。

            (5)直指終端,回購沖量。這種方法在大賣場的家電類企業用得比較多。其主要目的是為了打擊對手士氣,形成我方先發優勢,銷售人員不過是順道在自己臉上貼貼金。為了率先在某個單品品類實現銷量突破,銷售人員會組織經銷商將送到賣場的產品用零售價統一回購,期間產生的各類費用,銷售人員會用各類特殊補貼的方式進行返還。

            (6)波浪式沖量.分兩種:一種說法是指對某一個經銷商不能不間歇地壓貨,應該壓一個月放一個月,至少還能保證6個月完成任務,拿到獎金;另一種說法是指不能對所有經銷商同時壓貨,應該這個月壓A、B、C、D、E、F、G,下個月壓H、1、J、K、L、M、N。

            (7)新增網點與層級。把渠道寬度增加、深度加深也是銷售沖量的選擇之一。原來只有1個代理,現在變成4個代理商,原來一個縣城只有1個網點,現在變成10個網點。在零售商以下增加新的層級,鼓勵縣城的零售商向鄉鎮、偏遠地區發貨,這些地方響于物流不暢、信息不暢,零售商以零售加價的方式依然能獲得訂單。

            (8)會議營銷。十多年前,我在保健品行業待過,認為保健品行業的會議營銷已經把會議營銷用濫了、用臭了。總部層面有全國訂貨大會,區域有各級的訂貨小會。

            (9)新品壓貨。大多數經銷商不愿意賣新品,新品壓貨也不是百壓百靈。對于真正有規劃的企業,新品上市一般是帶著費用的,而這筆費用就成為銷售壓貨的最好幫手。

            (10)暢銷品壓貨。反正要進貨、反正遲早要賣,壓點暢銷品自然是雙方最能妥協的方案。但暢銷品越壓越多,為了消化庫存,價格自然會越打越低,企業曾經的爆款產品就會變成爛大街的產品。

            (11)渠道轉移式沖量。企業為了減少生產成本,很多渠道的產品是共用的,如果IT技術還不是以支撐分品類、分渠道、分經銷商的一對一控制。一個經銷商可以有多個渠道資質,一個SKU又可以對應多個渠道。

            孟森認為:短期沖量表面上是能增加銷售它比壓貨的應用范圍廣,當然帶來的后期隱患也更明顯。



            【作者:孟森】 【標簽:孟森 渠道管理

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