If, consumers are "God" of the survival and development of the company, then the dealer is the "clothing and eating parents" of the marketing. As a business marketing representative, we are more often facing the final consumers, but the dealer team (including some agents and retailers). The location of the dealer is so important, so that we are not thinking about how to attract dealers, win better sales performance for their business. According to the experience of the sales of consumer goods, the author summarizes the four non-second laws of attracting dealers.
Policy is in place
"The world is bustling, all of the people, the world is bustling," this old saying is very suitable for the current dealers, "non-profit" is a true portrayal of these dealers' essentials. As a business marketing representative, marketing workers must truly attract dealers, the most important thing is to ensure the "profit" of the dealer. To do this, the business marketing policy must be in place, that is, marketing policies must have a comparative advantage, which is more attractive than the marketing policy of competitors.
The business marketing policy is generally divided into the overall marketing strategy and branch (or offices, the same) local sales strategy. To attract dealers, headquarters marketing policies and local sales policies must have competitive advantages. At the beginning, when I was working in an air-conditioner, I headquartered the overall marketing policy, including the year-end return point (according to the actual sales amount of the air-conditioning, the amount of proportion of the reimbursement, for example, the annual sales of 5 million yuan, year-end According to 5 points (ie 5%), it is returned to the dealer; if the annual sales of 3 million, according to 4 points (4%) return 120,000 yuan to the dealer), the off-season payment (when the air conditioner is off, Encourage distributors to pay money, for this batch of goods in the off-season, will return a higher proportion than the peak season in the year of the year), renovate enough (for low-selling products, commitment to return; such as company has big price cuts Therefore, there is therefore a commitment to compensate for the loss of the company's losses), and the goods policy (for some reputable, powerful distributors, the headquarters agree that the following branch can follow the first shipping, after receiving the goods) Wait. Branches, based on the headquarters marketing policy, combined with local specific situations, to develop sales policies suitable for local national conditions, for example, the number of points of the year-end return can increase or decrease, and add support for local dealers, increase Advertising promotion, promotional activities, etc. By analyzing, studying various enterprises, you can expect sales of different enterprises. The year will get how much benefits will be obtained. Comprehensive other factors, the dealer chooses a product of one or several companies as a focus Sell products, and give up other products. Marketing workers need to analyze the psychology of the dealer, then develop the marketing policy with competitive advantage, thereby achieving the purpose of attracting the dealers.
However, the marketing policy that is in place is still not enough. Dealers must not only see the surface text of marketing policies, but also in the marketing policy itself has "realistic", that is, the reward policy can be redeemed in time, this is a dealer. Difficult to fell lightly, especially in the current society where the credit mechanism is not perfect, this is more vigilant. In engaged in marketing, it was found that there were many business marketing policies promised that there were quite attractive, but waited until "implementation" enterprises expected the goals. All the commitments of the company have become bubbles. The dealers are crying without tears. , Complaints, no door. When I do marketing, try to avoid these things, timely, timely, as early as possible, because of this, although our marketing policy is not the most competitive, dealers are willing to operate our products, And private intersection is quite private. The marketing policy and timely reward measures have seized the "Lee" word issues that dealers most concerned, and it is undoubtedly the best to attract dealers. Respect the dealer's emotional maintenance
"Dealer" is not only a "businessman", but also a part of "people". Since people, there will be their dignity and have their own feelings. Excellent enterprises have a perfect training mechanism, specializing in the psychological and emotional countermeasures of dealers; excellent marketing workers will not only have work to do, but also build good friendship with dealers. Respect the dealers, through feelings, deepen cooperation between the two sides, which is not a good way to attract dealers.
My friend tells me one thing he experienced. Once, he was responsible for receiving various dealers, one of which has a dealer, and that the hot day had a cold, coughing. The surrounding colleagues and other dealers have rarely deal with it. Everyone who sees him is disgusted. Friends are for their own responsibilities, take the initiative to greet, and ask what needs. The dealer did not ask for anything else, just chatting with friends during the event, and left a friend's business card. After a month, the company received a call from the dealer, requiring cooperation, but the application requires a friend to be responsible for this matter; the friend is shocked, because the dealer is a largest dealer in the north, enterprises in order to entroy the dealer The range, which has spent great effort, but the results are very good. This time, it is easy to reach the goal. The dealer later told friends that he did this because it was very important because of the respect of friends in the customer, and this is very important in marketing. Now friends and the dealers are not only a happy cooperation, but also is not shallow.
In fact, respected dealers are the necessary qualities for marketing workers. "Want to be self-reliant, first must be self-respect", respect the dealer can get the dealer's respect; only to win the respect of the dealer, the care can naturally follow the people, the cooperation between manufacturers can be further deepened expand. In marketing, respect the dealers, strengthen their feelings between the two sides, attract dealers with privileges, and have a small amount of spending and high effect. A peer I know, I have done very successful with the feelings of the dealers. He once served as a wedding with a largest dealer, and he was "outsiders", he replaced several companies, and local mainstream dealers followed him to change their main products ...
Transposition thinking service
When doing marketing, I learned that many business marketing work, marketers have shocked responsibility, or the headquarters support too little, and the dealer has no enthusiasm, and so on. I am not very negative, because the business market environment is mostly the case, in the marketing, I emphasize the "transparent thinking", from the perspective of the dealer, do the service home, attracting these ways Dealers, eventually acquire "results" in the market. "Transposition thinking" is simple, but there is not much person truly realize that it is more important, but it is really important. As the saying goes, "the heart is comparable to the heart" is this. "Transposition Think", suppose we are dealers, what help from the company, from the marketing worker? We should have profit (there is a statement above), and we must be small. At this time, we must hope that companies will make our sales products, returning to us, and unable to squeeze our warehouses and funds for a long time, but also cash flow, My profit can be less than a certain period, but my capital chain is absolutely can't break, so companies should think about me in this regard. Also, the performance, character training, and minimum enterprises should be explained to us, and the direct sales personnel should be relevant training and explanation; advertising promotion and promotion should keep up with the times, making it easy for our dealers to master the market The first machine; after-sales service is a big problem, there is a failure, and the enterprise should provide fast, effective service, and the crisis will be disgraced to the occasional ...
Now returning to our original identity, we act as a business marketing staff, if you can solve the problem of a dealer in these, what else is the worries? Still can't attract dealers? The answer is obviously!
Admission to the factory
In today's society, technology has a thousand miles, the market is different, and the new marketing model is constantly emerging. The old business model is increasingly unable to adapt to the needs of the market change, and the competition is increasingly intensified. Dealers face this situation, there is inevitable with deep warning, always worrying that they will be eliminated by the times. If you can advance with the times with the times, and the dealership will promote the development of enterprises and dealers, the distributors are not far from Dade, which will become an important means of attracting dealers.
From the perspective of corporate marketing workers, we have to keep pace with the times, and develop together, you can work hard from two aspects.
The first is to make an attitude, I hope that cooperation between the two parties will achieve common and long-term development. Your company is not a leather bag company, but to continue to grow, and there is that kind of strength; enterprise marketing is not simplified in front of the interests, but the short-term interests are combined with long-term interests; sales, after-sales, Don't worry about the service, the company will consider multiple parties of the dealer, so that the integrity foundation between the two sides will be established.
Second, help dealers analyze and study the advantages and difficulties in the market and their own development, and provide the necessary training and support. Most dealers have developed from the Chinese economic system transition period. Self-cultural quality is not high, the eyes are relaxed, and there is no understanding of the market development trend, the advantages and disadvantages of their own development are not very understanding, the marketing method is still there. Early rough marketing, can't keep up with new situations, more fascinating. Marketing workers can be used to help, help, and guide dealers to re-understand the market, they own, keep up with the trend of the times, and provide relevant training. The multinational giants generally have a relatively sound manufacturer to win the system, and the more in place for distributors, and even the latest ERP and other software training have provided dealers; domestic home appliance companies do it in this regard More prominent, Hisense, Changhong and other enterprises and other enterprises have recognized the development of home appliance industry, and put forward large dealers to establish chain stores, transfer the business center from large and medium-sized cities to three or four cities, township markets, etc. These initiatives have achieved a good results in the SARS period in the first half of this year, but also the dealers not only mastered the market opportunity, but also expand the market, and more about a new type of road. Some excellent enterprises even started the shareholders, the two sides jointly invest in the store, and the people, management, finance, etc. will encounter during the development of the dealer, and the enterprises have also participated in the same way, and the common long-term development path of the manufacturer. . If a business marketing worker persists in this regard, the dealer cannot be attracted. "Doing the market is to be a person", as long as we can grasp the psychology of the dealer, "people with people, people with humanity", things will not be unfavorable, attracting dealers will also be empty.
