Starting from a small case
LCT is a regional agent engaged in energy-saving electricians and electrical products. The company is located in a county-level city in Jiangnan. Although the local economy is relatively developed, after all, the market capacity is limited, so the overall sales is not large, and it is always difficult to get the key support of the manufacturer. After the market, LCT decided to set up a branch office in a neighboring city, and the agency rights have also been confirmed by the manufacturer. As it is, a series of market strategies, management architectures, and main channels have been adjusted, and gradually transition to seek scale development in new cities.
But in the actual operation, LCT faces many headaches, especially from communication with manufacturers. For example, in the new market staff, advertising, distribution, etc., and new customers' credit risk sharing, with the manufacturer's differences. He hopes that the manufacturer can pay more attention to him, invest in the new market operation, the charge-related fees, can share his customer risk. The result of returning, mostly can't be as expected.
LCT is confused, "win-win" is just oral? Is it too much "Requirements"?
Developing small and medium-sized dealers, agents, how to get manufacturers pay attention to and support?
Such a problem, more than letting LCT a company worry. In the practice of dealers, in practice, I also often talk about this topic with customers like LCT.
Faced with the "requirements" and "expectations" from the merchant, any avoidance of the manufacturer, the "as" "as" "does not act", will be non-completed, and the future is in the future. Returning to a hidden perspective, here, with the LCTs to discuss: How to "policies" to the manufacturer?
Investigate
What is it? ! Do you want me to blame, or even shake the tail? The LCT will send it. of course not.
The relationship between the interests between the manufacturers is the embodiment of the global view, but it is often blurred, dynamic in local or specific customers, this is a reality, especially the development of small and medium-sized dealers, and manufacturers. " ",", More, has a progressive process. This is a correct understanding.
I want to eat hot tofu, what should I do? At this time, you may wish to go out first "good manufacturers in the eyes" this "heart", change an angle, give yourself a "good business in the eyes of the factory", re-considering the "requirements", then Think about "launch" how they are. After the transposition thinking, the "requirements" after filtration is much larger than the success rate of "unilateralism". Now let's make such an enumeration, call it "manufacturer preferences" also:
Factory preferences:
· Integrity is more important than funds, concentrate on scale
· Partnership, ownership, management
· There is deep understanding of the regional market, not blindly entered
· There is a deep understanding of distribution products, not impulsive investment
· There is a systematic personnel, market, and finance preparation before cooperation.
· Pay attention to the spirit of contract, before signing the contract, one after signing
· Operators can actively guide the focus of distribution products
· Rational analysis market risks and has certain crisis preparations
· Facing market difficulties, can be firm, wind and rain
· Maintain the reputation of manufacturers and actively promote the brand
· Keep the account, not malicious, arrears
· Terminal specification, execution, pricing system
· Distribution is clear, market information can be shared
· Different profits, specifications, and product sales ratios are balanced
· The account is clear, and it is possible to perform a more standardized financial system.
· Stability, not greed, fast, urgent work
· Goodwill cooperation, do not pass the business risks or set "cooperation traps"
· Pending, do not engage in dealers "underground big alliance"
· Promote management with legal means to maintain a benign development
· Can actively cooperate, actively participate in manufacturers' market activities
· Can continue to improve business ideas, adapt to changes · can continue sales growth, not suddenly
· Easy to communicate, the responsible person is clear, the family color is light
· Upper and down, the goal is consistent, there is no internal demolition
· Require reasonable, there is a certain plan, more two-way thinking
· Trust each other, not will listen to the information of the non-normal channel
· The good end of goodness, benign lifting cooperative relationship, no legacy problem
......
Why do you always look at the factory's face? ! There are dealers who will call this. Let's take a closer look at the "manufacturer preferences", it is not difficult to find that the vast majority "manufacturers" is actually uncomfortable with "merchants", and most of them correspond to each other, mutual achievements. That is, if you can take the "requirements", you will think about your own interests and common benefits points, which will be very helpful for your goals.
First, it changed your mentality, "To" will have "bottom". In the past, you are purely from unilateral interests and the possibility of unilateral operations. It is even if you consider and win a win-win strategy. Reflected as "positive attitude towards the market", "the assumption of greater sales responsibility" and "active cooperation with manufacturers."
Second, it changed your method, "To" will have more "skills." Dead hard mill, dragging, praise, with difficulty, hard-working stress, etc., it is not only not conducive to the importance of manufacturers, but also to "policies", and absolutely harmful to the development of cooperation.
Even with the standard and orthodox foreign capital, the policies in the manufacturer's operation also have a certain amount of human control, so how to "policies", how to get even more attachment and support, really one Door learned.
Skills system thinking
We returned to the current "requirements" of LCT, see how to help it "causing enough emphasis on the manufacturer and can append a certain promotion fee, and share market risks".
"Policy" Everyone will have, and each has a clever difference, what kind of "requirement" is easy to achieve?
We summarize a RPAS four metrics, hoping that SMEs have judging the scientificity of "Requirements" and "Method" by the pre-examination. (RPAS represents four measurements for the "Requirements", referring to: Realistic reality, Planned plans, Attainable can be reached, SuITED matches.) Now, we combine the LCT's situation and look.
R, reality: Refers to the "requirements" you mentioned to be based on the current market truth, which is beneficial to improve realistic relationships and sales status, not far, unpredictable. Therefore, LCT is awarded the requirements of "support" to the manufacturer, to think about it, the real pressure and problems, put it out, remove those long, unpredictable requirements. In this way, in the eyes of the factory, your "Requirements" is reality and reasonable, in order to solve the current actual problem, it can be clearly determined.
P, planned: Business field, there is such a class of businesses very bad, he believes that "the child who will cry has milk", "policy is no bottom", "Don't whitoo, you have to go" Wait like this, and in our own "Business Criteric". Do not divide the requirements, conditions, occasions, time, what to think of "To", someone else has anything "to" what, many "requirements", have not been systematically thinking. "To", it seems to be just his habit. With LCT, manufacturers need to support market costs as an example, it is best to make this requirement, can surround it, systematically illustrate some market initiatives and cost plans to expect themselves, to indicate that you are deeply thoughtable, there is a plan, cautiously proposed . Otherwise, who will not think that you are a head of your head, the lion is open. A, can be achieved: This refers to your "demand" is to consider the actual exchange ability and the general rules of the market. It is not too "magnificent", "far", difficult to achieve; at the same time, the business of the business is also the process of "requirements". The process of "commitment" is to achieve the "commitment", establish manufacturers confidence, and promote the "requirements", so that small and medium-sized businesses will be cautious when they give their commitments. Don't "sacrifice the future". Unrealistic requirements will be "a wish", and there is too much promise to be "two defeats". For LCT, it should be considering its own business capabilities and manufacturers' market expectations, a proper "price code" is proposed, do not greed high, prevent "indigestion". You know, not all things are "the bag is safe".
S, match: In most cases, the manufacturer's support, the way is the size of the business sales, corporate credit, business, development trend, and the degree of real profit contribution to the manufacturer. In other words, despite the influence of interpersonal, social and other factors, despite "eating and drinking", "笑 怒 骂" and other means can also open to "small stove" in some enterprises, but from big aspects and directions, There is a relationship of "matching". Therefore, it is possible to combine its own strength, actively cooperate with the manufacturer, to jointly grasp the market trend, update the small and medium-sized businesses in the idea and direction, often "near the water building first-winning", this is not very good. There is no "a bowl of water" manufacturers, there is no absolute "policy" "policy", as long as "matching" is "reasonable". LCT has such a "mentality", it is clear to judge itself in the market, the position and role of the manufacturer, timely, it should be movable, it is all the common points of all "people who will policies". It is also a key point. !
Length complementary two-win thinking
"Hengtian Business" is a well-known electronic brand regional agent, scale and LCT, the starting point is not high, the start is late, and there are many "reappearing" difficulties. Thus, through various means, the manner "complaining, crying, and asking for the requirements" is "Hengtian". In the visiting of the manufacturer manager at a time, he is clearly or implies some "ideas":
Some products are unbalanced and retailers return, resulting in several stocks, retreat;
I have added 2 salesman to run big customers, it is best to solve people's salary;
The indicator of the annual basis is too high, and it is not possible;
Several varieties of the new listing are not sold, "We don't recognize it here";
There are a lot of stocks in stocks, and the hand is particularly tight, I hope the manufacturer is on the deposit ...;
Participate in the "3.15" event in the city in March, a number of booth fees, hope ...
Half joke: last time to the factory self-picking goods, all the way was punished 3 times, calculated on your head;
The "big single" made in last month, purely helping the manufacturer to play the brand, a penny did not earn; wanted to open a specialty store, the location is declarative, waiting for the manufacturer manager to help the long-eyed, best Can be combined with the manufacturer;
The cost of transferring the goods is too high, can you subsidize the freight;
"The year-end rebate" is out of reach, it is best to send according to the quarter, but don't give the goods ...
Neighborhood distribution is too bad, I hope to "radiate" past, and "the two places in history";
The competition is in the TV station "advertising every day", which is not small, hope ...
In order to win a project, I have a lot, I'm here ...;
I hope to sign an exclusive regional distribution of a product, then do it "strong";
If the manufacturer fully supports, how many incumbent is completed at this time next year;
......
Agents like "Hengtian" are really common. If you are a represented by the manufacturer, I have finished these "requirements", what will your first reaction? I think it will not be good. Objectively said that "Hengtian" The above "Idea" does not exist if "reasonable collaboration" is the normal business behavior. But why, it is always unacceptable, or even reverse rejection? I think the problem is for the following aspects and can be improved:
1. Single starting point, only from its own situation, neglect both direction;
2, the interest point is single, "demand" reached the win-win benefits have not emphasized;
3, ask messy, the main second is not divided, "caught large and small";
4, passive city, no confidence and method to express the manufacturer;
5, running weakness, management is inefficient, there is a suspicion of passing financial risks;
6. Lack of skills, there is no elucidation of its own strengths and establish a negotiation advantage.
I think no manufacturers are willing to support the dealers who have complained that there is no confidence, there is no way, and the LCT is communicating with the manufacturer, learning the lessons above "Hengtian". For example, it is also required to increase "market promotion fees". If you can actively and other managers in advance, explore the recent market plan; then, then do a regional analysis from the perspective of dealers, indicating that you are currently operating and business. Opportunities, and other varieties that can help manufacturers' overall planning; Finally, they will actively put forward their own suggestions and support requirements, and you also have a clear expectation and budget for fees. I believe that I will get a positive response from the manufacturer. Because, you are in a dealer image of a wholehearted, active thinking, rational management; you have confidence, thinking, there is a way to deal with the dilemma; give you policy support, the results will be affirmed, benefiting will Will be both sides. You can summarize your "policy" skills with sixteen words, that is: the two-way departure, double win the feet; the long is complementary, and the biggest is small.
Therefore, after thinking about "what kind of request", the LCT may wish to carefully "how to ask", which will be very helpful to the request.
