Three elements and one goal of the order fair

2/ Customers who participate in ordering (franchisees or agents or store managers).

3/ Ordering meeting system (time, place and equipment organization)

Objective: Confirm the order, let the manufacturer place the order scientifically, improve the production efficiency = = successful operation.

The ordering meeting is the most important project for any company. The success of the ordering meeting will directly affect the company's performance and sales breakthrough. Directly determine the proportion and share of production investment of the company.

First, the time of the order meeting:

There are generally two trade fairs in the clothing industry every year: one is a new product fair in spring and summer, and the time is usually 10,1month of the previous year; One is the autumn and winter order fair, which is usually arranged in April and May of that year. Why did you decide the time here? Because some companies order in June, July and 65438+February, this is not appropriate. First, the ordering meeting will be held in April and May, which gives the company enough time, so it can be modified more flexibly before the new products are launched in autumn and winter, while the production time of the company is compressed in June and July. If there are a lot of goods, they will be robbed. The same is true for the time of the autumn and winter order fair.

Second, the preparation before the order meeting:

The timing of the general order meeting will be planned at the beginning of the year. The preparation work before the order meeting includes the following steps:

1. Fashion Design-Design Department and Sample Department

After determining the design concept, it is necessary to start fashion design. If the ordering meeting is arranged in mid-May, the clothing design draft should be completed by the end of March. After the design draft is completed, a business meeting will be held immediately to convene all business personnel and some store managers. The design department will organize and discuss the determination of design style and carry out the selection process within the company. In mid-April, the new model was finalized and proofing began.

2. Information release of ordering meeting-Marketing Department

In the information release of the ordering meeting, in early April, the marketing department should disclose the time and place of the ordering meeting so that all franchisees and potential customers can get the information of the ordering meeting in mid-April. The marketing department will begin to design and plan this order meeting in early April.

3. Formulation of preferential policies for ordering and sales departments

In early April, the sales department should make the most suitable preferential policies according to the overall situation of the market, and the policies will be finalized in early May. (The preferential policies shall be kept confidential until the day of the ordering meeting to prevent competitors from copying. )

4. Sampling-Production Department

At the beginning of May, the production department will complete the sample clothes needed for this order meeting and make the final modification.

Third, the design of the order meeting (marketing department)

1. Ordering meeting scheduling process: First, design the whole ordering meeting process, and then determine the content as needed. The contents include: the venue of the order fair, accommodation arrangements, catwalk arrangements, printing of the information of the order fair, etc.

2. Contents of the ordering meeting: The general contents of the ordering meeting are divided into:

The day before: the customer checked in, the venue was arranged, and everything was ready.

On the first day: 09: 00, customers enter the venue (sign in and take photos as a souvenir) to do practical training on matters related to enterprise development. The next day: 09: 00, they do catwalk (model catwalk) 1 1: 00, and order according to the sample (designer explains the design concept and orders electronically).

On the third day: 18: 00, the order will end, thanks for the dinner (the atmosphere must be lively). If the order is not completed, continue to place an order.

Note: Time is compiled according to the actual situation of the enterprise.

Fourth, after the order meeting

After the order is completed, the sales department should quickly count the order quantity, and the production department should place an order for production according to the order quantity. Business personnel should make a sales plan to complete the order according to the order. The above is a simple internal process of ordering meeting, so how can clothing enterprises make a successful ordering meeting?

The secret of four-step success of the order fair-the fourth step: cooperative promotion-service performance

As we said before, the ordering meeting is like a football match. The later the meeting, the more critical it is. The ball runs smoothly in front of it, and the result is that it can't enter the penalty area. Then all the previous efforts and efforts were in vain. Might as well not play. There are six key tasks in the later period of the meeting, which are also interlocking and indispensable.

Item 1: ordering procedures and details preparation; Dozens of days before and after the order meeting, which is reflected in these hours, started shooting. After the exhibition of the General Order Fair, there will be consultation arrangements. In an hour or so, the host will announce that friends who want to know the details of the project or contract will go to the manager at the back to find out, and then the dealers who communicate before the meeting, familiar and unfamiliar dealers, will generally go as long as they are interested (whoever introduced or received the dealers at this time, you can directly take the past as the best, and briefly explain it. At this time, if the dealer can sign the contract on the spot and pay a certain amount of signing fee (ranging from 1000 yuan to 4,000 yuan, in short, the standard of feeling distressed after not doing it), then the timing of the first signing and the signing amount determine the quality of the later signing in a sense. If the signer doesn't bring the signing fee, we'd rather not sign it than give it three or two days. After the negotiation, the host will generally announce the agenda, one is the agenda of the dinner, and the other is to make an appointment to negotiate the boss's room and contact name in the evening and tomorrow morning.

During the dinner, the company's internal staff interspersed with arrangements, and the drinks must be made clear to the restaurant. First of all, guests are not allowed to order their own drinks. Second, we bring our own drinks. There are two large bottles of coke and three or four bottles of beer for ten people at each table. There was no wine, but we decided not to drink it. The evening is the signing negotiation of key customers. Many meetings have finally been released and relaxed. In this way, it is easy to tell the truth after drinking. The negotiation between the client and the boss must be made by appointment. The more nervous the better, the goods are not tight and hard to sell. When you make an appointment, you should pay attention to connecting people in the same area so as to make a time difference and cause the tension of signing the contract. I don't think the signing process will be smooth. The signing process is a psychological war of mutual attack and defense. Know yourself and know yourself, and you will win every battle. At this time, all the details we have done have played a killer role.

Item 2: evacuation and return arrangements for guests at the end of the order meeting; The evacuation of important guests is always the last. When guests leave, matters involving money must be handed over clearly, such as key deposit. It is also important to arrange the departure of the participants. Dealers who sign contracts and those who don't should be treated equally. There must be no difference. Some companies have done this before, eating our food and drinking ours, and signing nothing. When they come back, they will take a taxi by themselves. Then there will be a comparison. Originally, this customer is likely to do it later, and the result can only be ruined. Guests will want to talk about nanny-style service training with this attitude in the future. I can't count on it. The dealer who signed the contract is very sensitive. Dealers who also sign contracts also have a mentality. He only looks at people and people, which does more harm than good. Therefore, the arrangement of the return trip must not be anticlimactic, and there must be no distinction between rich and poor. The language of persuasion is different from some snacks on the road.

Item 3: Matters needing attention when the conference team leaves the store; There are several details to be paid attention to when leaving the hotel, so as to check for leaks and fill vacancies. The first thing is to patrol all the guests' rooms or ask the front desk for help, so as not to forget anything. At the same time, ask the waiter to make rounds to make sure there are other things, such as cigarette butts burning a hole in the carpet. By the time of checkout, all the guests had left. It's not much money, but it's a waste of breath. Second, the company's financial personnel should pay attention to the above-mentioned meal ticket problem, room phone number and the number of check-out rooms, and bring them to the conference team for confirmation; The third is for the convenience of staying guests. In addition to the company's expenses, some guests will not check out at that time, but will stay and do something by themselves. Be sure to make it clear to the front desk that they will check out according to the standard when we meet, so as to leave a long-term good impression on the guests. The fourth is to bring some materials with you. Tear it up if you can't take it away. Don't leave them in the hotel at will. If there is a mistake, it is too late to regret it. For example, if business cards or other company contact information are used by some malicious people, it will be endless trouble.

The fourth item: summary after the meeting, the most important thing. Summing up after the meeting is the key, because after watching the meeting, you will definitely see many shortcomings. After the meeting, the company or the company will do it, but the effect is different. There are several key points to pay attention to. First, the summary after the meeting should not be limited to meetings or rewards and punishments, but must be recorded by a special person, and combined with the previous meeting schedule, it will be more and more perfect. As I wrote this order step, it is the result of the meeting summary being implemented in words. Second, we should reward the superior and punish the inferior. If you think the meeting is over, it's no use talking about it. Everyone has worked so hard that it is wrong to try to accommodate them. The same mistake will be made a second time and a third time. Inertia and mistakes are sometimes habitual. Third, the end of the meeting does not mean the end of the order, because the most important money has not yet been credited, so it is necessary to arrange a special person to make a plan to implement it. Big customers must be watched by the boss, and small and medium customers can just hand it over to the customer service department or the marketing department, because sometimes big customers pay attention to a name or a face, which is the key to the summary of the meeting. Summarize how to communicate and promote in the later period from the phenomena you see, and remember not to let the finance department call directly. Many companies believe that it is natural, or logical, for the financial department to recover the money after the contract is signed and the deposit is paid. To tell the truth, it's hard to pursue the manuscript fee. Most people can push it, which is definitely not the case, because the dealer and your company have not established a formal cooperative service relationship and don't know much about it. Finance is suitable for payment before implementation, and people in the marketing department must watch the full payment in the early stage.

Item 5: Key points of order fulfillment; The first is to find a good reason. Even in a well-known and good dealer, you can't say that you want to make a payment. There are usually several reasons. One is that the photos have been sent to you. Did you get it? Sometimes it is to welcome you home. Sometimes it is to reply or answer questions raised by dealers. Whether the other party decides to do it or not, our tone is like that the other party is already our distributor, asking "how to issue the invoice to you, what detailed address to send it to, etc." When I placed an order in 2003, a customer from Anhui came over. He is an old teacher. When talking about his family, he said that his son was going to take an MBA in a famous university (the city where our company is located), and he asked me if I could ask. It happened that my wife was studying for a doctorate in that school, so I said I could help him and see if he could help. To tell the truth, he didn't believe me when he thanked me. Just hope. He didn't sign the contract after the meeting. The fourth day, I spoke to him by phone. He was very surprised. I told him everything I knew and said that you can come to me if you need anything during the exam. Whether we have business cooperation or not, I will try my best to help. In the end, although he didn't do it, he strongly recommended and promoted our customers in Anhui. So it is very important to communicate from the beginning after the meeting. The second is the amount of money. At this time, some dealers will bargain with the company, which will be much more flexible than the order meeting, because it is a problem that affects communication at the order meeting, and now it is a one-on-one communication problem. As long as it is within the scope of authority, it can be flexible. I think I prefer the latter because he hasn't changed the principles of your company. Especially for chain ordering companies, if your qualifications or threshold fees change, you can't guarantee the success of the paper. After a long time, the company's system has been challenged. You can postpone the delivery step by step without lowering the quota. The above two questions may be required by some dealers. This is a matter of principle, and you can never agree. See further. Third, in order to promote the fulfillment rate of orders, the company can find a better way to introduce a promotion measure, which must be time-limited, not long-term. For example, in order to better serve the dealers, the board of directors decides how much to send to the dealers who signed the contract at the meeting or how the company arranges personnel support. For new dealers, the best way to support them is not to distribute products, but to send personnel support and training support, because it is not known whether the products can sell well. At the same time, the comprehensive quality of the company's communication personnel also has many direct effects on the results of order fulfillment. Both affinity and authority, mature woman or proficient in telephone communication skills is preferred.