Xirong takes you to understand the "three magic weapons" in steel trade marketing

With the development of the times, steel structure is used more and more, so the steel trade industry is also facing many difficulties, now with the Xirong steel structure to understand the three magic weapons that need to be understood in steel trade marketing.

The scale of Zeng's company not only did not shrink, but also expanded. Recently, Zeng Zong also recruited several salespeople to increase sales by another 20% this year. The company can achieve such results thanks to the "three magic weapons" of Zeng Zong.

In 2005, Zeng Zongxia established a steel trading company, operating rebar, wire rod and other types of construction steel, ordering from steel mills, setting up points to sell goods in shopping malls, low price in, high price out, profit is not bad, over the years, accumulated some funds, the scale of the enterprise gradually expanded. However, by 2010, I always felt that business was not as good as in previous years, not only low prices, but also fierce competition. Faced with this situation, Mr. Zeng carried out in-depth and extensive market research and exploration, after more than half a year of visiting and groping, Mr. Zeng was determined to start from three aspects, one is to deeply cultivate the terminal market, the other is to insist that the customer is king, and the third is to strengthen risk control, which Zeng always called "three magic weapons". Zeng always let employees use these "three magic weapons", and soon achieved results.

"Deeply cultivating the terminal market" is a major change in Zeng's business philosophy. Since the establishment of the company, Zeng has always been engaged in distribution, retail, not terminal market. Now, the general environment of the steel market has changed, entering the buyer's market, the original distribution and retail business model is not adaptable, and many steel traders have begun to withdraw from the secondary and tertiary markets and move towards the terminal market. Mr. Zeng went a step further and put forward the business philosophy of "high-quality engineering and high-quality supply" to provide end-users with higher quality services to ensure the smooth construction of the construction site. Once, when he was transporting steel for a construction project, he encountered smog, closed highways, and trucks stuck halfway up the road, unable to deliver steel to the construction site in time. After Mr. Zeng learned the news, he immediately took remedial measures, purchased a batch of rebar at a high local price, and sent it to the construction site overnight to ensure the smooth construction of this key project in the city.

After the construction site construction party learned about it, he said gratefully, fortunately, you sent the steel to the construction site in time, otherwise the city leaders came to check the construction situation today, and if the work was stopped, it would be difficult to explain. Since then, Zeng Zong's end market has become wider and wider. This "deep cultivation of the terminal market" has become a major magic weapon of Zeng Zong.

Mr. Zeng's second magic weapon is to adhere to the business philosophy of "customer is king". Zeng always established the service tenet of "always putting the interests of customers first" in the hearts of every employee of the company, and established the business philosophy of "customer-centric, growing together with customers". In the daily operation, Zeng not only attaches importance to the development of new customers, but also pays more attention to the maintenance of old customers. In the sales process, Zeng Zong's employees found that downstream users did not know much about unconventional steel varieties, because the demand for such unconventional steel varieties was small, and many steel traders were unwilling to supply. Some end users encounter customers who use steel-like materials, and sometimes they can only replace them with high-priced steel, resulting in a lot of waste. In order to solve the customer's worries, Zeng always put forward the service slogan of "as long as it is surnamed steel, we will supply", although these small quantities of steel supply is difficult to make Zeng Zong's head office much profit, but let customers remember this "customer-centric" company and form a solid cooperative relationship with it.

Mr. Zeng's third magic weapon is "strengthening risk control". In the eyes of Mr. Zeng, risk prevention is more important than sales, no matter how large the sales volume, if the payment cannot be returned in time, there is no profit, which is equal to nothing, if the loss, then the larger the sales, the more losses. Therefore, Zeng always puts risk prevention in the first place and pursues profitable sales.

Therefore, when

selecting end users, Zeng always first considers the other party's capital situation and reputation, and generally chooses a construction project construction unit that can pay the payment in about 10 days, strengthens the company's capital risk control, and prefers not to do it or risk capital. In recent years, due to the large environmental impact, the real estate industry using steel downstream is tight in funds, and many projects planned to start have not started, resulting in the shrinkage of the business volume of Zeng Head Office and the very small profit. In order to control risks, this year has always adopted a "zero inventory" business model, mostly on-demand procurement, to control business risks to a minimum, and accumulate energy, in order to ensure the safety of the company's funds and corporate profits. Strengthening the magic weapon of risk control has enabled Zeng Zong's payment to be returned in time so far, and every business has achieved profitability.

Mr. Zeng's "three magic weapons" have enabled his company's customers to be profitable and prosperous, and in 2015, the company's profit increased by 15% over the previous year. Zeng plans to raise sales and effectiveness to a higher level in 2016, increasing by 20%.

Review

The idea changed, and the market was one

The protagonist of this case, Zeng Zong's "three magic weapons" for winning were obtained through continuous exploration and practice in the process of constantly adapting to changes in the market environment, so as to adapt to the new market environment, so that Zeng Zong's company can get out of difficulties, overcome crises, seize opportunities, and achieve new life. Zeng always innovated the business philosophy, when many steel traders are still keen to do retail and brick moving profit model, but he decisively withdrew from the distribution market, focusing on the terminal market, paying attention to service quality, shaping the company's new image and brand, winning the favor of customers, and finally winning the terminal market.

I hope the above description will be helpful to you, Xirong steel structure specializes in the undertaking of steel structure engineering, want to consult more, get in touch with Xirong steel structure directly!