Sales promotion is a powerful boost to sales, but sales are usually costly. For suppliers, naturally hope to do more with less. So, how to spend as little money as possible, to achieve the best promotional effect, is what every manufacturer hopes. Due to scarcity of store promotional resources, stores will find ways to raise sales through the " threshold " to suppliers for more benefits. Therefore, regardless of the supplier's promotion itself there is no cost support, store purchases will assume that the hands of suppliers there is cost support. This is both a need for a negotiating tactic and a negotiation technique and means. So, as a supplier, you have to design your own promotional case from the point of view of each other's interests. You can use " limits " to stimulate purchase expectations for promotions and use " permutations " to lower your own costs. Specifically, the vendor can do this by:
First, the " limited " idea
From the point of view of the law of value, the value of things is inversely proportional to their quantity. In other words, the more scarce material, the higher its value. On the contrary, the lower. The same is true of promotions. Therefore, the supplier should maximize the value of the promotion itself by limiting the promotion. Promotional limits will have the following forms:
1. Limited stock
Increase the value of a promotion by limiting the number of sources that have a promotion policy. For example, increase the value of a promotion bundle by limiting it to a promotion bundle. To let the store know that it is not too bad shopping street, how much he would like to have how much, but should tell him that the promotional package is limited in quantity and will soon be gone. The fundamental meaning of promotion is to promote sales, of course, the most important thing is the goods, good goods can have a large sales, the saying goes, " not come to the fight is not fragrant, " is also used in the promotion of this truth. If necessary, the supplier can even create some kind of " illusion " of grabbing goods - since the goods are " grabbed " , then the store will receive money? First grab the goods to say it.
2. Limit stores
There is a fight for profit between different stores. As a competitor, both parties will naturally find ways to gain favorable promotional resources for themselves. Through the sale of stores this promotional ideas, it is easy to arouse this sense of competition between stores. Since other stores are doing, then I have to do, it is best I did he did not have to do! Will find ways to find more quantity. At this time, the supplier and then cooperate with " so good goods to everyone who is selling, only good stores I only give goods, we have a good buddy relationship, I take care of you to your goods, the goods company does not make money, so to charge Can not sell " direction to stimulate the fighting between different stores, guide hypermarkets to make their own decisions. As a result, the store in order to get good goods, sometimes you can not pay the money.
3 limit stores
Even if different stores within the same system, there is competition. If other stores to win the promotion policy, but their " no share of children, " which belong to belong to a system of various stores, it is a very " no face " thing. Competition among small interest groups in the system is sometimes worse than competition between different stores. So, do not try to get the whole, all break is a good way.
With limited ideas highlight the tight supply of promotional resources and enhance the sense of value of the promotion, the input can talk about no cost is the best, if there are still relevant input requirements, it can be " replacement " ideas to control costs.
(1). Replace with gifts
In the promotion, the purchase of any one store will be valued promotional products discount efforts. Although the low price is an important procurement procurement requirements, but not the only requirement. Unless you can do hit the fold, the ordinary purchase price reduction is not satisfied, this time you have two options: First, give a promotional price after the price cuts, the second is not to give money, but to a group of super The value of gifts, price + gifts, this discount is more attractive, the promotion of sales is also more obvious, with promotional gifts to replace the cost of input is the key to the choice of gifts and gifts reflect the value of, to really make a purchase In order to want your gifts rather not impulsive. If the gifts to play well, novel enough unique, worth the price (is the value of the price is not oh), the procurement can even promise not to cost do not cut prices, take the initiative to Shanghai newspaper heap initiative, everything is possible!
(2). Replace with activities
You know, to bring the interests of the store in the form of more than money and things, a good form of activity is also able to bring benefits to the store. For example, be able to gather popular, driven sales of other types of stores. In particular, activities such as " road shows " , " live demonstrations " and " knowledge lectures " that easily attract consumers can not only increase the popularity of the stores but also enhance the image of the stores to cater to stores and purchases " Face " concept. Many big manufacturers are playing this routine.
(3). Physical replacement
In general, many suppliers have some physical resources in their possession. These kind of physical resources are also placed, can not produce value. But for the store, it is likely to have its special value. For example, stores in the summer promotion, there will always be some outdoor lottery activities, then sunshade is necessary. If the supplier can know in advance the needs of the store and replace it with the promotional activities, it is likely to be able to do both. Do not look at what is what, as long as you have him, and he is needed, your rubbish is also a baby, you can also bring added value, use of resources!
(4). Replace with special display props
Often see a number of brands designed display props, not only with the sense of the times, but also enhance the brand grade. No matter for the brand or store, are an excellent opportunity to enhance the image. The store also wants to lead the store image, customer experience, sales model leader, of course, willing to operate if the supplier can provide resources to achieve. You want to let the procurement know, these props produced well, is to support the store to do the image sales; props cost is very high, so a limited number, it is impossible to have every family, so that display props into chips, you want to get!
Second, suppliers and supermarkets negotiation strategy
In addition to the above means, the ways in which suppliers conduct promotional negotiations with store purchasing also have a significant impact on the amount of promotional activities.
• Talk about promotions first, then talk about fees
As a supplier, you should always remember one thing: the promotion program itself is the core point of negotiations with the store, not the cost. That is to say, the negotiation of a promotional program must be given the highest priority at any time, rather than talking about money from the very beginning. Many suppliers just made mistakes on this issue, often put the issue of promotional expenses higher than the promotional programs. Therefore, only by the store structure captured a " positive " , caught the cost of death do not give up.
• Use your strengths to attract purchases
If you make sure that your product prices and promotions are indeed attractive to the store, then do not take the initiative to mention the cost. Even the value of the program itself can be used to purchase the store for favorable promotional resources. To put it plainly, the cost is nothing more than an adjunct to a supplier's design of a promotional program. It is only used as a means of procuring a purchase if the promotional program is not attractive to the store. You know, if your promotion program attractive enough for the purchase, the purchase will be in order to sell free for you to arrange promotional heap code.
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