Yantai Petroleum: Overcome obstacles to open up fertilizer sales

In 2015, Shandong Yantai Petroleum made bold innovations in response to local conditions.
After careful analysis of the rural market, it boldly introduced fertilizer sales.
In Qixia, Yantai, known as the "Hometown of Apples in China", it pioneered a road of fertilizer sales suitable for the rural market.
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Observe on the spot and get the sales experience? The term “chemical fertilizer” is not a strange term for gas station employees, especially the native Qixia people.
However, what kinds of fertilizers are there, and how to choose and use them, I’m afraid it’s true.
There are really very few employees who can answer.
Therefore, in order to sell fertilizers in Yijie convenience stores, employees must be experts in fertilizer sales.
After many field visits to fertilizer suppliers, Yantai Petroleum selected a well-known local brand of tobacco fertilizers as the market, and led the stationmaster to the site to observe and learn.
At the fertilizer production base, technicians asked the stationmaster’s questions They all gave detailed explanations and answers one by one, and played a live PPT to let everyone know more about the knowledge of chemical fertilizers.
? At the end of the day, everyone has a better understanding and understanding of chemical fertilizers.
On the way back, the manager Sun Chengfeng made a simple idea for everyone.
Qixia 1 million acres of orchard, an average of 0 acres of orchard.
For 5 tons of chemical fertilizers, 1 million mu is 500,000 tons.
Calculated at 1,800 yuan per ton of fertilizer, 500,000 tons is 900 million yuan.
If we can achieve 100,000 acres of fruit farmers using our fertilizers, then our sales will also be 9,000.
Ten thousand yuan, this number shocked everyone present, and at the same time gave the webmasters the confidence and courage to sell non-oil products.
Everyone said that they should do everything they can to make fertilizer! ? Take the lead in sales and break 10,000 yuan in the first month? "Marketing must not wait for nothing.
If you want to do a good job in fertilizer sales and make customers recognize and recognize, you should take the initiative, integrate resources, and highlight Sinopec's differentiated advantages.
" Qixia 24 Station Based on this spirit, Cui Xiaowen led the staff of the station out of the low sales of non-oil products under the huge market pressure.
In the first month of the fertilizer sales carried out by the Yantai company, the sales volume reached more than 10,000 yuan for the first time.
? On the way back from visiting the "Tobacco Farmer" fertilizer base, Cui Xiaowen has been thinking: "Although the fertilizer market is large, the competition is also fierce.
There are about 20 fertilizer dealers in Guandao Town where she is located.
There are professional fruit tree experts in the station to explain.
These dealerships are manufacturers who periodically carry out product promotion and expert lectures, but we do not have professional talents, no extra energy, no.
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there is not too much, I want It can be said to be more difficult to break through in such a saturated market.
How can we break through the current situation? This is really a good time.
" But she is convinced that as long as you rely on Sinopec's brand advantages, You can slowly find a breakthrough to open up the sales situation.
? The next day, taking advantage of the powerful opportunity before the shift, she talked to the employees about the idea of ​​selling fertilizers in the station as usual: "Our Guandao Town is a big apple town, and each of our employees has an orchard in their own home.
We can publicize the customers who come to the station for refueling, and at the same time we can publicize in our village.
Even if there is only one in a village who buys our fertilizer, it is a harvest.
"? After some discussion and consideration, the employees are also alive and act immediately.
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They hung up the self-made promotional banners, which really attracted the curiosity and consultations of many customers who came to cheer.
The employees promoted while cheering, and introduced the brand advantages of tobacco farmers and fertilizers to customers in detail.
For every customer who consulted , The fuelers all carry a small notebook with them, and write down the customer’s contact information and address as the target customer.
? Cui Xiaowen, as the leader of the station, made a promise to every customer: "I am a person in town.
I grew up eating our apples.
I know that chemical fertilizer is important to every father.
The importance of fellow villagers.
This time, Sinopec chose to cooperate with tobacco farmers and fertilizers.
I think we can do something for my fathers and villagers.
You can use it with ease.
I autograph every bag of fertilizer.
There is a little quality problem.
Please come to me anytime.
! "As soon as the voice fell, a customer of about 40 years old said: "I have used the fertilizer in the Red Triangle before.
The quality is good.
You can buy it wherever you buy.
Since your gas station also sells it, then you can set it up with you.
Sinopec's service is very thoughtful! "In this way, with the first customer, the employees are becoming more and more motivated.
The employees' homes are all close to the local area.
After work, they don’t forget to promote from house to house.
In less than a week, the people of ten miles and eight villages.
Everyone knows that there are cigarettes and fertilizers in the gas station, and the service is good, door-to-door, and quality promise.
? With everyone's continuous efforts, in the second month, the stationmaster Cui led the entire station staff to sell nearly 5 tons of fertilizers, which was an excess of Completed the task indicators and made a good start for fertilizer sales!? The power of example, to achieve full bloom? The power of example is infinite.
After the news that Qixia 24 stations took the lead in selling fertilizers exceeding 10,000 yuan, many stations spread throughout the county.
They all learnt from the site one after another, promoted inside the site, and talked on the spot outside the site.
? Qixia 22 Station Master Pan Yuzhen’s father-in-law has more than 10 acres of orchard.
She has been using other brands of fertilizers before, and the apples are not big.
She is not big.
I just thought, why don’t you start using your own orchard? When you buy it yourself, the surrounding elders and villagers will trust our brand more.
If you don’t even use it at home, how can you persuade others to use it? So, Pan Yuzhen herself first I bought 5 tons and watched a truck full of fertilizers arrive at the door, and the service staff and technicians of the tobacco farmers gave warm service and guidance.
The neighbors around also started to order "you 1 ton, me 2 tons".
In this way, one action is better than any publicity, and another ten thousand yuan station was born.
? The county company promptly shared the good practices and experience of these two stations in the group.
As of the end of December, there were 8 more stations.
The station's fertilizer sales exceeded 10,000 yuan, and all township stations also achieved fertilizer sales, and fertilizer sales were in full bloom! In 2015, Yantai Qixia Petroleum's fertilizer sales and planned completion rate ranked first in the city.