The trend of sales in sales is that large professional chain stores and supermarkets are rising, and the industry's control capability is enhanced, participated and triggered prices competition mainly mainly dominated by manufacturers. In areas with high market development, large professional chain stores and supermarkets have expanded quickly, accounting for the dominant position of the market. Such a batch of rapidly rising strong dealers gave the manufacturer's powerful pressure and huge crisis, and large manufacturers can strengthen communication, coordination, cooperation with strong dealers on the one hand, to seek win-win, and do everything in the other hand. Building a marketing network, expanding the forces to every county, township, and increase the discolity right to dialogue with strong dealers with strong advantages.
Small and medium-sized brands have so many advantages, but the small and medium-sized brands should survive and develop, and how to rely on strong dealers, how should small and medium-sized brands should deal with strong dealers?
Know yourself and know each other
The disadvantages of small and medium-sized brands are obvious. For example, the small and medium-sized brands have no big brands so powerful, and there is no high reputation and reputation. The brand image is far less than big brands, and the management standards, technical quality system and big brands. There is a huge gap, and the risk ability is far lower than the big brand; in addition, more importantly, the small and medium-sized brands have no strength, and there is no need to establish a national marketing network. The small and medium-sized brands must survive and develop, must be seriously dependent on each. Strong dealers, lack of strong distributors, small and medium-sized brands have only one deadline. It can be said that strong dealers have mastered the survival of small and medium-sized brands.
At the same time, small and medium-sized brands have the advantages of large brands. Small and medium-sized brands are small, relatively, business mechanisms are more flexible, and can keep up with social development trends, adopt flexible and effective marketing strategies to meet consumer demand, protect distributors' high profits; small and medium-sized brands can quickly concentrate all the advantages Resources carry out large-scale promotional activities, market construction activities, and become mainstream products in the local market; Most small and medium-sized brands use a general salesman or agent system in a region, it can ensure the interests of large dealers, unlike large Brand often uses multiple dealers distributes in a city, and because small and medium-sized brands don't have to do a lot of advertising activities, save a lot of costs, giving dealers' return or rebates more than big brands; in addition, small and medium-sized brands Summary, a small office under the Strong Dealer can directly find the old and market director of the small and medium-sized brands, so the market reaction speed, feedback speed is much faster than big brands, there is also a pride of the staff of the employees of the dealer Sense of satisfaction.
When the small and medium-sized brands are dealing with strong dealers, as long as they grasp their own advantages, try to avoid their disadvantages, they are likely to create a new sky for their own businesses.
With interest as the core
Since ancient times, people from orders are "the way to the map". Only economic interests in the business field, there is no economic interests. Doing business objectives is very clear, economic interest is the only guideline. The power of strong dealers is also clear: there must be economic benefits, we must continue to survive and develop. Small and medium-sized brands must put the interests in the core position when responding to strong dealers.
The "interest" of strong dealers value substantially includes simple "revenue", business risks and cash flow. From a simple income, SMB is maintained by a large number of advertising costs and marketing channel construction, maintenance costs, so the product has a low production cost, and the small and medium-sized brand can provide a strong return of strong dealers. This is a big brand. Fundamentally can't be done (this is why air-conditioning dealers have been very enthusiastic to engage in small and medium-sized brand distribution, conscription work), although with market competition intensified, the profits provided by small and medium-sized brands have not ever, but compared to big brands Words, the advantage is still very obvious. This is also a very important point of small and medium-sized brands to seize strong dealers. From business risks, small and medium-sized brands do not have to carry out major brand publicity activities in the country, saving funds can be used in market construction and terminal promotion, for example, to make their own booth image form a "landscape", providing a lot of Resources, funds, promotional gifts in the mall, uninterrupted promotions, build their own "brand" image in the local area, thus selling products as soon as possible, reducing dealer stocks, shortening turnover cycle time, improving fund utilization, and decrease Business risks.
From cash flow, SMDs pay attention to strengthening cooperation with strong dealers before they are coming before the peak season, or from us to pay attention to the relationship with strong dealers, then the small and medium-sized brands can be paved with strong dealers, first "occupying" the library of dealers, increase The dealer's "cash flow" (first payment is equal to the dealer with additional cash). After all, strong dealers generally will not be easily closed, but in order to prevent in case, small and medium-sized brands should strengthen their business risk control and management, and can also promote through good personal relationships and private rebates (hereinafter will be detailed) Dealers pay for it as soon as possible. This is a problem that needs to grasp "degree".
At the same time, due to most of the strong dealers behave as the most important agents, large professional chain or supermarkets, those who truly deal with small and medium-sized brands are the specific person in charge of the store, and these people are not simple to take salary. People, they are also "profitable", "non-profit" is their true portrayal. Small and medium-sized brands must truly obtain the support of the strong dealers, win the market, collect the goods, must be "up and down their hands", and people who take place are also tempting with interests.
Centralized competitive force strong attack area market
Small and medium-sized brands cannot establish marketing channels across the country, launching large-scale market promotions, this is the disadvantage of small and medium-sized brands, and it is also the advantage: for this, small and medium-sized brands can calm down, concentrated the strength of the strength, in the local market Carry out vigorous market construction activities and promotions, rather than "ignorance is ity" like a big brand; in such a local market, it is often possible to lay a strong brand and influence of small and medium-sized brands, so that other national The big brand is also difficult to threaten the market position of the small and medium-sized brands in the short period of time.
Strong dealers, especially in the large-scale professional chain stores, which have emerged in recent years, although the expansion is fierce, developing rapidly, and is in the ascending, but after all, there are still many obstacles in many ways, management, manpower, funds, etc. Factors determine that strong dealers must have a prestigious "small and medium brand" in many regional markets. The small and medium-sized brands can also expand their market share by means of the strength of the strong dealers, and improve the brand image.
Small and medium-sized brands can concentrate most of their resources and stronger the regional market. For example, small and medium-sized brands can help strong distributors, in local, localized advertising (rather than national media advertising), expand influence; provide a large number of promotional gifts, specials, adopt a preferential marketing strategy, powerful promotion Hold a variety of promotions, thereby causing such an idea in the local market: a certain brand is the most famous product in the eyes of local consumers, and their most trusted products. Strong dealer's business purposes is also for interest, and this "cooperation" of small and medium-sized brands cannot be moved. The small and medium-sized brands passed the strong offensive of the regional market, and they can also be fame and fortune, and the company has achieved "win-win" and distributors. Learn to communicate with emotional cages
Emotional factors always occupy a very important location in interpersonal communication in China. Small and medium-sized brands and strong dealers are also avoided. Smart small and medium-sized brands will start from the feelings outside the interests, and strive to achieve a good feeling of strong dealers and do this.
Communication is very important. The boss of strong dealers and the following employees will contact various types of customers, and they will also deal with all kinds of troubles. At this time, if the small and medium-sized brand can express their concerns and comfort, it is often possible to play Unpredictable role: Strong dealers will become more and more feeling this small and medium brand is a trusted customer, a good friend. Communication can also solve many small problems or confuses encountered in dealers' operations, understanding each other, reaching a reconciliation to make an indelible contribution.
Listening is also a way to communicate, this is a higher way of smart small and medium-sized brands to respond to strong dealers. From a psychological point of view, everyone, whether their position is high is low, there is a demand and willingness to tell outsiders, on the one hand, it is a soothing of his nervousness, and on the other hand, it is the recognition of others, and the strong dealer Leaders and ordinary employees are all ranked here. Small and medium-sized brands are insisting on listening to their words, often get a fruitful return.
By the way, small and medium-sized brands cannot lack support for strong dealers, but the small and medium-sized brands must not be self-devalued in front of the strong dealers. Don't move on the strong dealers; the small and medium-sized brands should show it or even Domineering, let the dealer feel that this company is an unneaptive company, is a very good business in development prospects. Small and medium-sized brands must have won respect of strong dealers.
Development and development promotes common progress
After all, the extent of market competition is far exceeding the level of corporate and distributors. Although the strong dealer has exhibited a good momentum, the patient is always pressed in a heart. Small and medium-sized brands can jointly improve their efforts, it is undoubtedly beneficial to small and medium-sized brands, and strong dealers can also get new students.
Small and medium-sized brands can cooperate with strong dealers to join in market promotions. Relatively speaking, strong dealers understand national conditions, understanding more local customs, and small and medium-sized brands are relatively understood in business management, marketing latest theories, etc. have a deep understanding. Small and medium-sized brands and strong dealers can work together to work together to do a good job in market promotions and write down the first page of new sections.
Small and medium-sized brands provide a variety of market construction resources, including funds, gifts, specials, etc., etc., and strong dealers can provide resources, including venues, advertising activities, local industrial and commercial, tax authorities coordination and communication. In this way, the two sides will share the market.
In addition, small and medium-sized brands can even share with strong dealers, set up joint venture companies, etc., through these initiatives to tie the fate of small and medium-sized brands and strong dealers, and the vitality of small and medium-sized brands will be extended.
