In the past few years, I was responsible for the Shandong Branch of a cosmetics company, and had experienced a dealer's collapse. This distributor of the AD washina, the sales scale of shackled business is a little famous in Jinan, with its own two direct chimened supermarkets, other distribution networks all over Jinan and other cities. Just when everyone thought that he did a red fire, he had an unexpected collapse. He is very lossed to choose the time of the collapse to escape during the peak of the National Day holiday, remember to be the day of the 4th. Many manufacturers have been stunned, and the loss is heavy. Fortunately, we usually have more meticulous and solid work in the work of the salesperson's terminal operation management system and customer payment warning management. We suffer a minimum of a company, only losing the sale of 3 days during the National Day holiday. The payment (these should be reached with several shelves). How is our daily sales management? Decreated by the salesperson's terminal action management system work, the two-legged sales manager's shipments are fundamentally, three relying on the establishment of customer sales and payment warning management mechanisms. The three ring is built, the ring is tight, and the direct buckle dealers' life pulse. Sales staff Terminal Action Management System: I have implemented 20:80 strategies in terminal marketing, that is, 20% of work is used for customers to create, 80% of work is used for customer maintenance management. In other words, the principle of end marketing management of the attack and defensive. Only attacked the terminal sales method, as there is no stable base on the battlefield. Therefore, it is preferred to have only 20% of managed terminal networks, and do not manage 80% of the terminal management network. Therefore, we must implement and improve the terminal action management system in the premise of reporting management principles and the principles of inspection management. What is the terminal action management? The most important thing is that the end business personnel have to visit customers every day, follow the quality and effect of visitors. What make up the terminal action management system? My experience is from three aspects - work quantitative allocation, workload quantitative distribution adjustment, workload quantitative allocation complete quality inspections. Working quantitative distribution should be quantified from customer classification, customer quantity, monthly para-probability / time, single-store consumption, combined with access to the purpose of the distribution workload; at the same time, it is necessary to adjust the original quantitative distribution plan according to market changes and needs; Then press everything made every day, each of the programs performed to supervise management. With these norms, the standard action management movements are not enough, but also to cultivate and improve the art and eyesight of the salesperson's opinion-colored art skills and vision, so that they can easily see the sign of the dealer's collapse. For example, dealers have obvious abnormalities in the purchase time, quantity, and frequent in the off-season, or more goods, or beyond normal sales. Once again, often frequently cut prices, discounts, and jump in the building to clear the big blood test, which uses less than cost sales. Salesperson should always pay attention to all the abnormalities of our customers, such as personnel changes, institutional changes (these may lead to people's changes in people's changes to do not recognize the goods, the sales staff must Being good at observation and analysis, when there is wind blowing, it is timely follow-up, prevents the disappointment, and the dead account is long, reducing unnecessary payment losses. It is particularly worth mentioning that sales staff should pay attention to market trends, and prevent distributors from crack over the market. Pay attention to whether channels are enthusiastic to reduce? Is there too much goods in the channel? Because too much goods will cause price reduction and string, it will also leave the price war. Sales managers control the delivery rate to be bundled, or have a large number of companies receivable, most of them have a commonality. That is the terminal management confusion. Delivery to customers is a feeling, the enterprise does not have a clear customer credibility and customer credit quota assessment, management system. Sales managers also have no dynamic credit quota, credit status, and constantly review and adjustment, and assume corresponding management responsibilities.
Other companies do not consider whether the market's reception capacity is matched to the distributor's capacity, nor does it take care of the customer's inventory and shipment rate. What is even more, the goods that have been sent to the customer can't. In fact, the means for the most direct and effective control of the goods is to control the rate of delivery. This is the opposite of many companies. So, how to use the delivery rate to control, improve the return rate? First of all, choose a dealer must be cautious, and the goods must be clear in advance in many regions. A dealer can cover the scope of the solder, but this is often difficult to judge in the initial stage of sales. Thus, the sales work of the product is very important. Designing a product sales period is to conduct cautious, conscious inspections for the capacity of the initial dealers in the product sales, in order to get a clear basic concept. In general, the ability to dealers is basically responsible. How to design and operate the sales work of the product? It is simple to digest the ability to digest a certain amount of product in a certain cycle. According to historical experience, it is generally propagated and promoted, and the first batch of 60% -70% can be sold for about 45 days. During this experienger, we can fully see how the dealer's terminal operation capacity and market promotion capacity, the customer's relationship between dealers and terminal retail stores, sales skills and quality of sales team, how is the comprehensive management ability of dealer companies, It is basically able to see a connection. If you are careful, even the business philosophy and behalf of the dealer can be reflected when dealing with some specific sales transactions will also give it a one or two. Of course, this requires some basic bases for marketing and management knowledge. Even after investigation and sales, in practice, we still have to be cautious. After the contract is signed, in general, the first amount of goods should be half the monthly sales volume of the two sides. why? Because each product has an introduction period when entering the market, there is a step-by-step process. During this period, if you can complete 50% of the sales volume of the "honeymoon" expectation value before the product is introduced, it should be normal. At the same time, manufacturers should let sales staff pay attention to the number of goods inventors in a certain time, calculate the shipments and shipments of this product. At this point in the distributor of the receivables, it must be clear in advance, and it is also conducive to the manufacturer's assistance analysis. In addition, combined with the sales representative of the observation of the dealer's goods flow, and the situation gained by the sales representative of the terminal visits the running position, it is easy to obtain a scientific conclusion. Excellent salesperson will also pay attention to the number of inventories of the other equivalent products, as well as the supply capacity of competitors. Getting these data is a need for some experience and knowledge techniques, especially the interpersonal relationship between long-sleeved and good dance. After the first batch of goods for customers sales and payment warning management, the terminal maintenance personnel should conduct terminal publicity and promotion work as soon as possible. Many companies have just launched hot sales, but there is a strange scene that is hidden after a while, this is not close enough to the company's sales link, and the plan is good, there is still unexpected accident, but not properly handled . These are mostly because the dealers are not caused, so our sales representatives and regional sales managers, and even the manufacturers' high-level marketing management personnel should have a detailed study and dealers in detail at the beginning of their cooperation. Discuss the specific operational issues of market promotion and promotion, which is also responsible for both parties. Another situation in which this preheat-projected phenomenon is the "killing chicken tap" technique for the short-term business philosophy and explosive brands of the burst brand. This requires our sales staff's terminal work to be solid, strictly requiring dealers to work according to sales schedule, and control the sales situation and the situation as much as possible.
Under normal circumstances, the terminal manager is staring tight, before the second batch of goods issued, the first batch of goods should be returned (the specific situation of each company may have some small differences, but even if there is Safety inventory - generally within three months will not be credited to the dealer, at least a large part of it will be returned). At this time, if there is a problem, the sincerity and true intention of the dealer is worthy of doubt, whether the emergency brake, everything is still going to handle. If everything is normal, the issuance of the second batch should naturally, but it is not more than one month. The most ideal situation is to be shipped on a monthly sales. Of course, this is to take into account the relationship between freight. By continuous cooperation and collision, the digestive rate of dealer's goods can basically be estimated. Of course, in order to cope with the problem of hot season, it may be possible to provide 2-3 months of cargo turnover, but this can only be accidentally, and must not be a normal example. How to balance between control delivery speed, delivery, and logistics distribution costs? The first is that manufacturers should establish a information feedback system and feedback mechanism in the enterprise, using this information feedback system and mechanism to collect market information with the dealer, do sharing with distributor resource sharing, at least to do the sharing of resources of this brand Shared. Then successfully implement JIT time management technology, do multi-variety, small batch, multi-frequency delivery and sales. The warning management of sales and payments, the rate of controlling the delivery is a highly skillful job. Many sales managers are very skilled in this work, but they are not accustomed to recording each shipping and paying. As a terminal manager must develop a good habit, record the sales process, establish a customer file, and establish the sales report system. The company as long as it understands and does this, the problem of dealers' crash is not difficult ---- "As long as the work is high, the drift is not a knife!" The so-called road is long and the road is long - the company is almost unrealistic when conducting the construction and management of pathways. The merchant needs to rely on the manufacturer's products to survive, and the merchants have ready "road". Manufacturers also need to rely on the network of merchants to promote the products of the enterprise. Although the position of the owners of the manufacturer is not exactly the same, it is necessary to use the specific products to meet their respective benefits. Therefore, the integration of both manufacturers is particularly important. That is to say, both manufacturers should give their own advantages and conditions, communicate and utilize each other. In strength, funds, products, channels, and network reach the integration and complement of both parties. Harmonious sales environment to achieve the final win-win. Welcome to discuss your views and opinions with the author, email: mtfzhouman@yahoo.com.cn Source: "Sales and Market"
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