** dealer, "恃 恃 weak" **
David is the sales executive of a cosmetic company, responsible for the development of the Sichuan market. According to the company's consistent practice, the first step in opening up the new market is to find a dealer, and then launch the end market after resembling the dealer. Since David's products do not have a good reputation in the foreign market, David runs for half a month, it is difficult to find a dealer with a bit of distribution will, David is like finding a life-saving straw. If you caught it, you don't let go. David's enterprise has a sales policy to the foreign market, but since David and dealer "intimate contact", the company's sales policy is like a waste paper. The goods of the manufacturer are: the amount of the dealer is not more than 150,000 yuan, and the flooring goods are not provided to the dealer, but for three months, 50,000 yuan per month. The dealer is not less than 100,000 yuan per month, and the part of the factory is paid by the dealer by the dealer. The dealer is resolutely disagree, the dealer requires that the amount of the manufacturer is not less than 300,000 yuan, and the top three months will be 100,000 yuan per month. From the fourth month, they will pick up the goods. Otherwise, please call. The manufacturer's advertising promotion policy is that manufacturers put into advertising and promotion costs based on 15% of dealers' current stock amount, and is operated by the manufacturer. The distributor requires the manufacturer's advertising and promotional costs that are not less than 20%, and does not agree to operate from the manufacturer, but directly from the payment. Otherwise, you will go to someone else ... This is the manufacturer in developing sales policies, which is clearly the owner of the dealer. Dai Wei wants to cry, but there is no better way, can only ask the company's boss. In order to "hold" this is not easy to find, the company is also forced to have, but I have to agree with the "Inequal Treaty" of the dealer. The last result? David's penny did not receive it back, and a small market lost hundreds of thousands. Not only that, the dealer also sells the manufacturers' low-priced sales, all-in-one, and even send it to the manufacturer's local. Finally, the manufacturer is lost, the dealer is lost, the market is also lost. ** Insert the terminal, "difficult to do" ** market is lost, and pay for hundreds of thousands of tuition, although it is not all David's responsibility, David is still reduced by a level of salary. But the market has always been done, so the company sent David to another regional market, this time only success, it is not allowed to fail. According to the previous lessons, David knows that a business that is not aware of the name is very passive in a new regional market. To master the initiative, you must change the passive way to "I am going to find the dealer", and let "dealers come to me". If you can do this, you will have the initiative, you will not be controlled by the dealer. But how can I achieve "Let the dealer come to me"? After some thinking, David decided to fell to do channels, starting from the launch terminal market, first put the end market, and solve the problem of dealers. So David persuaded the company, the company also agreed to support David to support some people. To make the terminal market, you must first solve the product into the supermarkets and the market. As a result, David immediately came into contact with the supermarkets to negotiate the product into the market. The results found that the supermarket is not to enter. To enter these supermarkets, lead to the store fees, a few thousand varieties, less than a few hundred, that is, those community supermarkets that are less than one hundred square meters must also carry out the store fee. David calculates that if only three varieties are selected, they concentrate on some major supermarkets, enter the store fees, access to the cabin, the celebration, etc., add up, no more than 20 million, there is no more Large supermarkets pay a lot of money every year.
Not only that, some large supermarkets implemented "last elimination system" in the entry product, three months of research sale, and if the sales rankings of similar products will last withdrawal, and the various costs they have communicated. David took a breath, and I feel that I am really naive at this time. David requested the company, the company only agreed to invest 200,000, up to 250,000, which exceeded this company. As for this money, it is used to carry out the market, or it is used to make some advertising promotion and promotion, by David your own decisions. If you use this money to carry in the scene, you have no money to make publicity and promotion, not to promote promotion, the product is not necessarily sold, the product is selling well, it is necessary to be withdrawn by the store The cabinet, the big money did not play the water drift? If you use this money to promote and promote promotion, the supermarket even didn't sell, and did it. This is not ok, that's it, what should I do? ** Terminal classification, "all breaks" **, David made a calm analysis on the current situation. If this is completely passive, go to a family and supermarket negotiations, there is no negotiation chip, affirmation It is sent to the door to be "slaughtered". If you want to be "slaughter", you must change the current passive situation. So what kind of strategy is to be moved by passive? How can I avoid or reduce these payments? David has been studied and investigated to develop a set of strategies for retailers. David divided the retail supermarket into three categories: Class C supermarket is a community small supermarket, although these supermarkets have also learned to receive the scene with others, but after all, they will be inadequate, and the point of mind is estimated to take it down, for this type of supermarket It is a slightly larger medium-sized supermarket, just give a large number of publicity and promotional support, you can do our own products, you can do at least not passive in negotiations. It is possible to pay less or less. A class supermarket is the largest store supermarket in the local area. It is the hardest negotiation. If there is no other negotiation chip, don't put your manufacturer "delaid". For the Class A supermarket, first bypass it, then slowly lay out, gradually accumulate strength, stand up to the time to get this hard bone. In this way, David decided to make a breakthrough from the Class C supermarket, do not seek one step to place, only one step by step is to open the situation. In response to the three types of supermarkets of C, Class B, Class A, three different strategies are set, respectively, and they will talk and don't talk about it. David here's so-called "play" means that by adopting some strategic actions to create a layout, creating a situation in which you have a trend, thereby changing your passive position, and takes a proactive position in the psychological war of supermarkets. ** 1. For the strategy of Class C supermarkets - first taking the ** Step 1: Free David in order to break through the psychological defense of Class C supermarket retailers, adopted the strategy of "first after playing", Talk to the sale, don't talk about the product, don't ask for retailers, only communication, close relationship, when you become friends with retailers, the problem of product entry is naturally solved. David carefully selected 50 community supermarkets, and the selected supermarkets are generally better. 50 supermarkets are evenly distributed, basically cover the entire city. The David is then specially customized for each supermarket, and the shopping bag is printed on the shopping bag and the advertisements of the supermarket. It can be used as a shopping bag and supermarket. Give customers. 50 supermarkets have made 50 kinds of shopping bags, and then give them a free of charge to these supermarkets.
But you have to reserve your gifts, you must find a sufficient reason. The reason for David is to make some propaganda to consumers with advertisements on the food bag. Because there is nothing to talk to the supermarket, there is no warning for the supermarket retailer, and the retailer has no alert psychology, but it is very new and special. At the same time, the supermarket is also very happy, although it is a manufacturer to do publicity, but after all, it is specifically customized for supermarkets. In this way, suddenly the distance between the two sides suddenly. Step 2: After a week, David has issued a questionnaire to 50 supermarkets and a propaganda manual to introduce you to the product characteristics, respectfully, called these retailers,虚心 虚 向 "teachers" ask: How to do how to make consumers accepted this product as soon as possible; for this product, which promotional means are more effective, etc. As a "teacher", of course, it is willing to give "students" advice without reservations, and the "teacher" owe "students". David "Ask you" activities can be described as a lot. First, let the supermarket feel a respectable respect; second, through the advice, make the supermarket to take the product, let the retailers feel that this product is very characteristic; its third, Davi has indeed received a lot Recommendations and information of value. At the same time, consumers have seen the product advertisements on the food bag, and some customers have some customers to ask the product in the store. So, some retailers call David, want to talk to Wi-Ti selling products, as for "entering the festival", you can discuss. And David still insisted that there is no more thing to sell products, and if the company's goods have not arrived, this is waiting for the goods. Step 3: Recruitment "flight attendant" again, Dai Wei is awarded a "flight attendant" activity, as a manufacturer of selling products, what is the "flight attendant"? David is not to recruit real "flight attendants", but to recruit stewardess, there is a flight attendant, and there is a flight attendant quality and shopping guide promoter with flight attendant. ". How is it? David has been put on a bureau. David put the registration point in these 50 supermarkets, entrusted the supermarket retail business for recruitment, hanging a color banner of "Recruitment flight attendant" in the door of each supermarket, and set a beautiful large billboard for a production, There is a detailed introduction to the recruitment activities. At the same time, in the community in which the supermarkets, the color leaflet of "flight attendant" is issued, posted a unified poster. However, all foreign publicity products, "flight attendants", both words, plus quotes. Recruitment? This can be a big new thing, and suddenly become a hot topic throughout the community. The people registered are endless, and more and more consumers who ask the product are more and more. David Huajin invited a true flight attendant to train these applicants. After an interview, a written test, a batch of strict body training, etiquette training, service training. Finally, David composed 50 supermarket bosses to "judges" and selected some of the best. Through this series of activities, retailers are both happy and happy. It is a "star shop" that has become a community in their own supermarket. It has never causing so many people to pay attention, and anxious is how the manufacturer is have not reach yet? Some bosses are a little, chasing David: "Every time, I haven't seen the product, is there a problem with your manufacturer?" Dai Wei's heart was so happy, "playing" is almost the same, to "" Talk "time. The result is not to say, everyone knows, what "enter the store fee", "shelf fees" have no money.
Moreover, David took advantage to bring it, easily capture other C-class supermarkets, and the product quickly spread, David's so-called "first-after talking" strategy has achieved good results. ** 2. For the strategy of Class B supermarkets - to promote the successful breakthrough Class C supermarket, there are some impact of the previous manufacturing impact, Dai Wei quickly find B-class supermarket negotiations, and some of the class B Supermarkets have been optimistic about this product, and these supermarkets have been entered with great favorable conditions. Most of the B-class supermarkets still have a wait-and-see attitude, and they are not willing to make concessions. The two sides still talk. For these Class B supermarkets, David's strategy is: constantly talking, talking while talking, talking. What is the weapon in David hand? It is the developed Class C retail outlets and partial B network points. David is relying on these outlets, carrying out a warm on-site publicity and promotion of atmosphere. In these entered supermarkets, it is necessary to sell products, and the product is manufactured. Together, this is "playing" to contribute to the "talk" of the B-class supermarket, "playing" to get rid of "talking". Usually, Dai Wei sent "flight attendant" to the major supermarket shopping guide. Every weekend, David divided the "flight attendant" into several groups, in a beautiful, spiritual "flight attendant", sent to the supermarket that carefully selected in advance, conduct large-scale publicity and promotion activities, and the supermarket tour Where the "flight attendant" is here, the promotion is hot. In less than two months, Class B retail supermarket is broken, David has entered the Class B retail supermarket with more favorable conditions, and then fully supports the promotion and promotion of Class B terminals. In this way, the more snowballs are rolled, and after three months, 80% of the Terminal Class B terminal is broken by David. ** 3. For the strategy of Class A supermarket - surrounded, do not talk about ** The rest is a class A supermarket. From the beginning, David decided not to contact it, not negotiating with it, because talking is talking, but causing his own passive, it is not as good as bypass it, don't touch it. Therefore, David's strategy for the Class A terminal is not talking, not contact, only surrounded. But how is a surrounding method? First, it is constantly changing the tricks in the surrounding supermarkets, engage in promotion, this is a good play of David. The second is to completely launch the terminal market. After the Terminal Class B terminal is in place, the company's advertisements will follow, the air advertisements and ground promotions cooperate, and consumers buy more and more. Third, there are some tactics in targeted. On the product propaganda manual sent to the consumer, it is printed with the introduction of Class A supermarkets and its boss. Consumers will certainly think that this store has this product to sell, resulting in some consumers to ask for inquiry. However, David thinks that these measures are not enough, it is not straightforward, to directly impact A class supermarket, the best way is to use its venue, borrowed its flow, directly in the field of Class A supermarkets, promote and promote consumers. Promotions. However, due to David's products, there is no product sales in the store, and the A class supermarket does not enter the product, it is not allowed to promote promotion in its venue, it is not possible. If the product does not enter the field, you can't use its venue to promote promotion; without lending its venue to engage in promotion, you can't affected the A class supermarket. Products cannot be successfully entered. How to do? Dai Wei used a month to observe the field propaganda promotion activities of Class A supermarkets, and found that a cosmetic company hit specials every weekend, and compete with competitors, and each time the price reduction is very large.
So, David found the sales supervisor of this cosmetic company, discussed with him, you have long been able to affect your product image, and it is hard to rise. You can see you, you give me a special loss money, I provide my product to give you a gift, you don't have to fight specials, let's bundle sales, consumers buy a bottle of your product, give a bottle My product, buy one get one free. Moreover, you don't have to ask the lady to promote the promotion every week, my "flight attendant promotion team" is free to promote you free of charge, promote it, do you see it? Such a good thing, can anyone say it? What's more is quite famous "flight attendant promotion team" to do publicity promotions. In this way, every weekend, David's "flight attendant promotion team" appeared at the entrance of Class A supermarket, lending its venue to the field publicity promotion. The people in the Class A supermarket have been big, especially the "flight attendant", the promotion scene is more hot, it is really three floors in the three layers, and it is unreasonable by a water. Although it is a promotion of the products for others, it is certainly less propaganda to own products, and consumers have seen "flight attendants", think is that David's products are doing promotional promotions. In this way, although David's products have not yet entered the field, they have issued publicity and promotion activities directly at the entrance of Class A supermarket. So, there is a continuous consumer to find David's products in the store, so that consumers are strange, how this product is only available? So surrounded by two months, the A class supermarket finally took the initiative to find David. How did we say that you have not seen you to talk about the product into the market, and we have to find you everywhere. The timing finally arrived, David entered this Class A store with only half of the price of others, because the previous period has been doing so many propaganda, the product is not good, Dai Wei doesn't have to worry about the product is not good. The store was withdrawn by the store. ** Dealer, "Racing Big" ** After the terminal market started, the sales prospects of the product were optimistic. At this time, there were many dealers to find David, asked for the first-class dealer of the product, and each dealer said How to make your own strength, and invite David to their company to investigate. Dai Wei, which dealer in the end is good, it is difficult to judge for a while, only the actual operation can we see the reputator's goodwill and strength. So how can I judge a dealer's goodwill and strength through the real market operation? At that time, Dai Wei thought of a strategy to do a first-class dealer of David products, no problem, but must start from the secondary dealer. If you do well, pick a "upgrade" as a leader. Some self-proclaimed dealers, I am not happy, which company is not to find me to do? David, what is your joke? In fact, Dai Wei is kidding, he is interested in doing this, this is a "trial gold stone" in David, and then eliminated some dealers of "shop big deceaser". According to the previous lesson, David knows that these so-called big salesmen are not ideal for David's business. For a small and medium-sized manufacturer, these dealers are difficult to manage, which will only cause hidden dangers to the health order of the market. This is not, is it in the beginning? After eliminating these so-called big dealers, David selected several unclear dealers to do secondary dealers, formulated sales policies, and divided their own distribution areas. Everyone will try to operate for a period of time, equal competition, "horse racing" instead of "Pai Ma".
After a period of time, who is selling, who is most observed by the company's sales policy, who is good for the retail terminal, after the comprehensive assessment, from the best distributor to "upgrade", "upgrade" is the first-level distribution Business. At the same time, Davi also reserved the difference profit belonging to the first-level dealer, and who finally "upgrade" is the first-level dealer, the reserved profit will return a lot. It is also willing to be a second-level distributor. If you have the opportunity to "upgrade" as a level, then you only need to take over the existing network and market from the manufacturer, this is a good "cake". If you can't upgrade to level, you can do your own distribution area. Everyone is equal to competition, no one has nothing. Through the three-month assessment of the dealer, a comprehensive score has been "upgraded", "upgrade" is the first-class distributor, and everyone is also in the mouth. At the same time, David puts the price profit of the reserved one-level dealer, and returned to this distributor, and the dealer also took over the built-in network and market from the manufacturer. Later, David's "routine" "set", formed a company to create a favorable situation to master the mode of initiative. The company's sales of the company also took a name "BOT Mode" for this model, meaning that the manufacturer starts from the start of the terminal, the terminal network is built, and then run for a while, then hand over to the dealer. ** BOT mode Thoughts ** 1. Marketing model decided that SMEs have two different marketing patterns in the market, one is "first looking for dealers, then start the terminal market"; another approach It is "first launching the end market, then picking the salesman." The two seem to have no difference, but transform the order, the result is very different. If you are looking for a dealer first, SMEs will be in a disadvantage and passive state. You can only agree with the harsh conditions proposed by the dealer, and finally reflect in sales policies, it is squeezed by the dealer. But if you start the end market first, you can firmly understand the initiative of the market. Therefore, in a sense, whether it can master the market's initiative is determined by the company's own marketing model. 2. The input of the terminal is essential in the fierce competitive new marketing stage, whether "first looking for a dealer, then start the terminal market", or "start the terminal market, then pick the salesman", start the end market Work is always less. In the past, the company is only "centered on dealers" rather than "building a terminal", "in the new marketing phase eventually failed. Since it is also necessary to promote investment, since there is no less input, why can't SME do not try a new model? SMEs are always accustomed to "first find dealers, then start the terminal market", but if they start the terminal market, there is no additional increase in the amount of investment, but the order of investment is changed, and this transformation of this input order Winning is the initiative of the market. Mastering market initiative, there is also the initiative to develop sales policies. 3. The development of the sales policy requires bargaining ability to look from the surface, the sales policy is made by the manufacturer, and the inherently in the back of the sales policy, it is truly decisive to the comparison of the market forces in both parties. The market forces and distributors or retailers have compared the market forces, which determines the initiative to develop sales policies. The essence of sales policies is the rules of the game of both parties. Whoever masters the initiative, who is to set the rules of the game. For small and medium-sized manufacturers, do not master market initiatives, sales policies are made by dealers or retailers.
