Enterprises often fall into the following misunderstandings when developing dealer policies: 1. Things to have profitable to mobilize the enthusiasm of dealers. 2. Dealers are just a bridge. The role of dealers when the product is selling well; or the contrary, the dealer is God, it is not guilty. 3. Dealer's killing competition is a shortcut to realize short-term sales growth. 4. The quality of dealers is low, and it will not make constructive advice on the development of enterprises and product promotion. 5. Cashing the commitment to the dealer must be determined by the specific situation. The above varieties are caused by the relationship between enterprises unsatisfactory and distributors. The famous market authority Philip CôteusTele has pointed out that companies must meet the needs of dealers and have the requirements for dealers. Therefore, when formulating a dealer policy, the following principles should be followed: 1. The principle of appropriate targets. The ancients cloud: "Take the law, it is also; taking the way, it is also." That is to say, the target is set high, but it will not be too high, otherwise it is a self-owned business barrier. This goal can not be fixed, but to jump, you can get it. 2. The principle of supporting operation. The principle of "wooden barrel effect" said: a wooden barrel is water, does not depend on the longest wooden board, but depends on the shortest piece of wood. There is also one of the "Twenty-two Business Random" proposed by US Marketing Scholars, and Jack Turt, also said that the effects of the various marketing measures taken by the enterprise are different, and there is only one truly role. . The basic premise of this business convention is that other marketing measures and management systems should match it. 3. The principle of unique features. Features, enterprises, when formulating distributor policies, make full use of collected peer information, combined with their own advantages, and develop unique distribution policies. 4. The principle of robust management. A company cannot forget in any period, and the steady operation is the foundation of the development of the company. When formulating a dealer policy, especially considering the feasibility of the implementation, fully considering the various factors, once the development is developed, it is necessary to be strictly implemented, and the redemption should be honored. 5. Principles incentives. While considering corporate interests, fully consider the interests of the dealer and spiritual incentives. Based on the above five principles, enterprises can start from the following five steps when developing distributors: (1) Consider the middle and short-term interests of dealers, this is both the psychological psychology of dealers, and give him The powerful factors of confidence. (2) Consider the reward for the growth process and cooperation results of the dealer. This is not only from substances, but also incentives from the spirit. Such as travel or give honors, etc.. On the one hand, improve the sales enthusiasm of the distributor; on the one hand, the distributor keeps the company, the brand, and products more confidence. (3) It is a well-developed education and training program. In the future, enterprises are learning-type enterprises. At the same time, enterprises are constantly learning and progressing, but also provide an opportunity to dealers to increase the essay of corporate culture in the process of continuous learning, and lay down for the development of long-term strategic partnerships. basis. (4) It is a sound support plan. Not only on the same level of advertising, public relations, promotion, etc., but also support more support in human resources, market supervision, etc. to consolidate good relationships. (5) From the height of the strategic partnership, the two sides continue to run in the process of common development, and they are looking for dealers who can establish long-term relationships. Give full play to the social resources of the dealer, build a brand, and promote the development of enterprises. After the above five steps, the dealer policy developed, continuously revised, improved, and gradually formed improved scientific dealer policies in practice, and promoted the long-term, stable and win - win situation in distributors and enterprises.
