在基層農資終端市場，有很多經銷商的生意做得紅紅火火，贏得了廣泛的人脈關系。總結他們的營銷經驗，在于銷售方式與眾不同。在銷售某種化肥或農藥時(shi)，他們都(dou)能把有效(xiao)成(cheng)(cheng)分含(han)量、適合哪種土(tu)壤和(he)作物，什么時(shi)候使(shi)用、對哪些有抗(kang)性(xing)的害蟲有效(xiao)等，整理成(cheng)(cheng)文字材(cai)料，編成(cheng)(cheng)順(shun)口溜，通俗易(yi)懂地向農(nong)戶(hu)宣傳，或(huo)者(zhe)張(zhang)貼在門店(dian)，或(huo)者(zhe)印(yin)成(cheng)(cheng)小資(zi)料在購貨時(shi)順(shun)便(bian)發給(gei)農(nong)民，所以消費者(zhe)對這些經(jing)銷店(dian)信得過。說白了，就是農(nong)民喜(xi)歡這樣的人(ren)性(xing)化服務。
與(yu)此相反的(de)是(shi)(shi)，筆者還接觸到一些農(nong)資(zi)經銷商和農(nong)戶之間的(de)不少(shao)農(nong)資(zi)糾(jiu)紛問(wen)題(ti)，表(biao)面上(shang)看(kan)(kan)來(lai)是(shi)(shi)農(nong)資(zi)產品出(chu)了(le)問(wen)題(ti)，其實大多數時候還是(shi)(shi)經銷商售前、售后服務(wu)的(de)欠缺(que)(que)或空白(bai)造成(cheng)的(de)。他們缺(que)(que)少(shao)的(de)是(shi)(shi)人與(yu)人之間的(de)溝通，沒有設身處地(di)地(di)理解他人的(de)情緒(xu)，感同身受地(di)去明白(bai)及體會消費(fei)者的(de)處境，站在對(dui)方(fang)的(de)角度來(lai)分(fen)析和看(kan)(kan)待問(wen)題(ti)，共同分(fen)析找出(chu)原因(yin)，總結經驗教訓。說(shuo)到底，這也是(shi)(shi)缺(que)(que)少(shao)人性化(hua)服務(wu)的(de)表(biao)現。
目前(qian)，一(yi)些基層農(nong)(nong)(nong)(nong)(nong)資經(jing)銷門店(dian)(dian)的生意(yi)格外興(xing)隆，當農(nong)(nong)(nong)(nong)(nong)戶(hu)(hu)購(gou)買了化肥或農(nong)(nong)(nong)(nong)(nong)藥以后，聰明的經(jing)營(ying)(ying)者都會登(deng)記消(xiao)費(fei)者的姓(xing)名、聯系電話(hua)和農(nong)(nong)(nong)(nong)(nong)資產品的購(gou)買日期(qi)。在(zai)農(nong)(nong)(nong)(nong)(nong)戶(hu)(hu)使用這(zhe)些農(nong)(nong)(nong)(nong)(nong)資產品期(qi)間，有(you)(you)的農(nong)(nong)(nong)(nong)(nong)資店(dian)(dian)就(jiu)按留下的聯系電話(hua)及時(shi)詢問；還有(you)(you)一(yi)些善于(yu)動腦子的經(jing)營(ying)(ying)者，在(zai)農(nong)(nong)(nong)(nong)(nong)事關鍵時(shi)刻，為他(ta)們提供農(nong)(nong)(nong)(nong)(nong)作物病蟲防治、肥水(shui)管理、市場行情(qing)等信(xin)(xin)息服(fu)務(wu)，以短信(xin)(xin)形式發送給農(nong)(nong)(nong)(nong)(nong)業科(ke)技(ji)示范戶(hu)(hu)、種(zhong)養大(da)戶(hu)(hu)、農(nong)(nong)(nong)(nong)(nong)村(cun)能人(ren)、村(cun)組干部。這(zhe)種(zhong)農(nong)(nong)(nong)(nong)(nong)業技(ji)術短信(xin)(xin)服(fu)務(wu)，從購(gou)買農(nong)(nong)(nong)(nong)(nong)資產品開始直到收獲，讓(rang)農(nong)(nong)(nong)(nong)(nong)民(min)非常(chang)感動。有(you)(you)農(nong)(nong)(nong)(nong)(nong)民(min)反映，到這(zhe)樣的農(nong)(nong)(nong)(nong)(nong)資店(dian)(dian)購(gou)買農(nong)(nong)(nong)(nong)(nong)資，等于(yu)請(qing)回(hui)了一(yi)個農(nong)(nong)(nong)(nong)(nong)藝師，因此他(ta)們很樂(le)意(yi)光顧。
對(dui)于經(jing)(jing)銷商(shang)來(lai)說，提供這(zhe)種(zhong)包括售前、售后(hou)的(de)人性(xing)化(hua)服(fu)務不是一(yi)(yi)(yi)件容易的(de)事，運用之妙，存乎(hu)一(yi)(yi)(yi)心。但(dan)這(zhe)種(zhong)投資(zi)必將得(de)到回報(bao)，它不但(dan)是經(jing)(jing)營者對(dui)社會、對(dui)客戶的(de)一(yi)(yi)(yi)種(zhong)責任，而且是經(jing)(jing)銷商(shang)贏得(de)市場競爭的(de)一(yi)(yi)(yi)種(zhong)重(zhong)要手段，已經(jing)(jing)得(de)到廣(guang)大消費者的(de)認(ren)可。
為了避免(mian)你的(de)客(ke)戶(hu)(hu)流失，與他(ta)們(men)保持有規律(lv)的(de)聯(lian)系，及時給(gei)他(ta)們(men)提(ti)供(gong)信息和技術指導，給(gei)他(ta)們(men)經(jing)常發資(zi)料，或多下田頭看看，聽(ting)聽(ting)他(ta)們(men)的(de)呼聲，那么，廣大(da)客(ke)戶(hu)(hu)就(jiu)會把(ba)你的(de)名字(zi)、電話號碼和你的(de)優(you)質(zhi)服務牢牢地(di)印在(zai)腦子(zi)里(li)，不僅能增加你的(de)市場份(fen)額，更重(zhong)要的(de)是增加和凝聚(ju)你所開辦(ban)經(jing)營(ying)店的(de)人氣。鎖定這些本該屬于你的(de)忠實客(ke)戶(hu)(hu)，對(dui)人對(dui)己(ji)都是值得(de)的(de)。
