*** Small enterprise "Higher Pan" dealer, how to "difficult"! *** Small and small businesses are difficult to find a dealer, and it is more difficult to find a dealer. If you have sold sales in SMEs, you will definitely feel the same. Here is a story of a SME to choose a dealer. Yuan Li is a sales executive of a food company. She is a small business that is less than 30 million sales. In the supervisor of the company's sales, this is the only woman. The company sent the original Li to the south to open up the new market. The market for the original release is a medium-sized city. There are more than 1 million people in the urban area, and there are dozens of experience in fast-selling consumer goods. When I first arrived, I ran a week market, and I also contacted some dealers. Because the original release of the products didn't have a well-known place in this market, a little big dealer would not be ignored to her products, or not That is, the conditions are very demanding. Originally, such a family to find a dealer must not work, one is too long; second is a product that does not have a well-known product, the dealer is not ignored; How is this dealer's business morality? It is unclear for a while. Since the company's sales competent development dealers are found, although the company has eaten a lot due to improper distributors, it has been in a passive state. But for a small business with no name, it is already good to find a dealer to do your product, only the dealer will pick your part, do you have a pick-up for dealers? If you break the company's practice, you don't have such a dealer, what should I do? *** teamed up to "retail" alarmed "distribution", creative creative! *** With these problems, the original release visited a few days of end market. One day, I just encountered a supermarket retailer who complained, complaining that the dealer delivery is not timely. The phone has been played for three days, requiring dealers to deliver goods, but now have not delivered it yet. After breaking goods is "breaking money", breaking goods not only affect business, but also lost some customers. Originally lined up and ask: "Why do dealers do not deliver goods in time?" "Because this dealer is more done, the business is busy, do not put our sales is not a big retailer in the eyes, so send The goods are not in time, it will become a homemade. "" Can you change your dealer to purchase? "" You have always liked to find the big dealers as a total distribution, and several best-selling products are all the distributors, no Where can I purchase from him? "In the retail business, which dealer's service is good, which dealer's strength is big but" shop big deceive ", it is the clearest. Since the retailer is the most understanding of the dealer, why not let the retailer help me choose a dealer? Why choose dealers to choose from the manufacturers? Suddenly, the original looked at the eyes, and the heart has an idea. The local TV station has a program called "Business Celebrity", once a week, every time you have to invite some celebrities as guests to participate in the program, the ratings are very high. Can you use the "Business Celebrity" to organize a retailer to select the best dealer's activities? For the "Business Celebrity", it can expand the impact of the program and make local business celebrities through this event; and for yourself, you can quickly improve the visibility through this event, causing dealers and retailers to their own companies and Product importance, maybe you can also choose a best dealer to do your own products. Yuan Li put his thoughts and TV stations "Business Celebrity" program group, the planned staff of the program team is very happy, the TV is fully supported.
And from the television station, the Municipal Industry and Commerce Bureau also invited to organize the selection activities. What is the name of the event? Yes, "Sales and Market" has a "Jinding Award" selection activities, which affects it, but it seems that there is no selection of dealers, why not borrow it? Ok, I will also give the dealer. "Jinding Award". As a result, a "selection group" is formed by the TV Station "Business Celebrity" section, the Municipal Administration for Business Bureau, the dealer representative, the retailer and the original release. The object of the selection is the distributor of the city's fast consumer goods. The entire selection activities have developed detailed rules and formulate prevention measures for various possible cheating to ensure fairness and fairness and disclosure of this selection activity. Several services involving distributors, distributors 'internal management, distributors' business reputation, distributors 'market order and maintenance retailer interests, are directly related to retailers' interests. The way to take weighted score is selected, and the top three of the highest score is ranked at the last comprehensive score, the "best distributor" to the selection event is evaluated. There is also a section behind the retailer "free" in the selection form. What do you think about this selection activity? "," What dealers do you think is better? What are the suggestions and comments do you have for the first time you have the first time you open a "best dealer" for all the accessories for all the cities for the first time. " Commercial is a hot topic and has a great impact on the entire channel. The usual retailers have not particularly been embarrassed to the dealers' service. This will lead to special attention to everyone. Retailers have the dealership of the dealer, and the dealers are also concerned about how retailers evaluate themselves. Improve your own work. During the selection period, retailers generally reflect a lot better than before. The results of the selection were announced in the news column of the TV station. On the first day, only the list of the third winners was announced. The next day, the list of winners was announced, and the third day finally announced the first selection activity. The list of winners. Later, there were a lot of dealers that, when the results announced on the results of the selection, he made the heart of the scorpion when he announced the list of winners. The first "Jinding Award" was a dealer called Wang Pengcheng, which belongs to the "corporate home" distributor. Everyone does not call him "Wang Boss", but call him "Total". Wang is less than forty years old, just a few years ago, the past is a middle school teacher. Throughout the Nord's largest dealer, it is indeed the best dealer of local reputation. In order to thank the retailers to join the support and participation of this selection, the almise combined with the triparties, with their own enterprises, TV station "Business Celebrity" column and the name of the dealer, give each participation in this award activity. The retailer sends an "invitation", inviting them to participate in the "Business Celebrity" live broadcast program. The "invitation letter" is a car with a car with a car, delivered to the retailer. The retailers feel that they have never had paid attention, and they are happy one. After the three "Jinding Award" will be selected, the three "best dealers" as a special guests attended the "Business Celebrity" program, and all retailers who participated in the event, as a live audience participated in this program. The atmosphere at the scene is very enthusiastic, and the three "Jinding Award" will talk about their ideas for business philosophy, operational models and future development. The retailers under the stage have also conducted questions, dealers and retailers. It has made a good two-way communication between. Among the show, it also inserted the original product advertisement, but the original release did not have a penny, which was sponsored by the three "Jinding Award", thanked the original Li and its company planning and organized this selection activity. . And the original release gives our products as a gift to everyone who participates in the program.
At the end of the selection activities, the original benefits will bring retailers to all dealers' praises, suggestions and comments, and give dealers involving this activity, most of the dealers appreciate. Because of these suggestions and opinions of retailers, it is also a precious wealth to improve competitiveness. Moreover, most dealers do "deeply educated" through this selection. Finally, who is the original release to do a dealer? No need to go to the dealer, requiring a dealer that is required to do the original release product has been placed. *** The dealer "Strike" small business thinking *** The story is finished, let us think about it, what thoughts are left to us? Thinking 1: Don't control the initiative, you have not selected the capital of the dealer. Is it you to pick a dealer or a dealer to pick you? Who chooses who, see who controls market initiative! For SMEs, if you don't take effective measures, you will be able to choose from passive situation to active situation. You are unable to pick up your dealer. Some marketers always complain that the company's sales policy is not enough to give the dealer. In fact, what you lack is not enough, it's lacking, it is market initiative! If it is a dealer to pick you, in the disadvantage and passive situation, you can only agree with the harsh conditions proposed by the dealer, and finally reflect the sales policy, it is a "Inequal Treaty". Pay a lot, but it is still subject to people. Thinking 2: Controlling the initiative to pay for a price, and lose the initiative to pay a bigger price. To make a market, you must put it, you must pay the price, which is not doubtful. But there are two ways to pay: one is to pay for the initiative, the other is to pay more due to the loss of initiative. Controlling the initiative to pay for a price, and lose the initiative to pay a bigger price. I don't want to control the local cost of controlling the initiative, I have to pay a whole price for passive. The main authority, then dealers have to have the market, both have to be; lost initiatives, lost the market and lost their somewhere, both. Therefore, the control of the initiative is the biggest benefit! Three things 3: Passive can be converted to active, the key is to see if you have innovative thinking. Passive and proactive is relative, under certain conditions, it is possible to transform each other, the key is to see if you will create conditions for its transformation. Since passive and active can be transformed with each other, this provides a chance to SMEs. Since the opportunity is existing, then the SME should have more brains, and I want to think about the way, focusing on being created by the active conditions, rather than blame. Otherwise, today is passive, tomorrow is also passive, forever passive. Source: "Sino-foreign Management" Chen Jun He Junhui
