China is a special country. It is a great difference between the region, and the economic level, consumer forms and living habits and even cultural concepts. It will find that every company cannot be found in marketing. Use the same solution to operate the national market; reflect in the industry, even if the market competition in a certain industry presents white heat, there are still many companies to survive in the class on the other level, these small businesses and air Strong media promotion, large-scale brand companies with a perfect marketing network are simply minimal, but they also have to develop, today's small businesses may be the big brand tomorrow. The problem is that under the current situation, many small companies have not fully awakened, facing the competition of large-scale brands, they have an uncomfortable, always feel that they can't relative, lack long-term strategic planning, and pursue short-term interests Meeting; there are also some small businesses are not willing to currently, I really want to break through the existing limitations, but I don't know how to find out the way, or lack of perfect operational level technology, so that the company has slowed back. M. Enterprise is a company specializing in the production of walnuts. Due to starting time, it operates very hard in the food field of competition. On the other hand, some imitation enterprises are also occupied in the terminal. Many shelves. Although the quality of M companies is better than the similar products, I really want to quickly build their own marketing network, but after two years of actual operation, it does not cost too much funds and manpower, and far does not meet the expected achievements. The company caught in the country. Unknown small businesses have lack certain visits due to their own products or brands, they want to make a place in a fierce consumer goods market, they do have certain difficulties, but it is not possible. Under the product's temporary media promotion ability, it is better to start from the channel planning, concentrate all the energy, and solidly from a network to a city, then by a city to a region, by one of two areas, and then Make up the entire China, which gradually establishes its own sales territory, which is a more realistic wise move in the initial development of the company. But it is easy to say that there is a lot of difficulties in implementing it. So how do the unnamed small businesses plan or build their own sales channels? The first step: Plan an attractive product investment in investment, often is the first step in establishing sales channels, so for the company, the success of the investment is also met, because the next thing is good. Do more. However, many small businesses are limited by the planning ability, and it is a good product, which is a good product, which is a good product. Therefore, before establishing the investment, I have to solve the three major problems: First, the refining of the product selling, the second is the design of the promotion program, the third is the sales policy of matching, on this basis, the enterprise has developed a practical investment program. The investment plan must clarify the following points: First, how much is the profit point of the distribution of this product, the second is to analyze the profit point of this product, how much cost is required? The third is to tell the dealer clearly how to operate this product market, where is the problem? How to solve? At present, there are many investment scams. The dealers choose manufacturers to cooperate very cautious, so companies should pay attention to establish their brand awareness, and investmenters should pass rigorous professional training, enthusiasm and relatively inch receptionist, use specifications.
The dealers usually have more attention or want to have the following dealers pay more attention to the following five points, and the enterprises will pay attention to the investment planning: First, the strength of the company; the second is the quality of corporate marketing management personnel; third is the operability of the promotion program The fourth is the demand and potential of product market; five is the profit of operating the product. The investment successfully caves in China's investment advertisement, but the investment advertisements seen in the media have generally exported a phenomenon that exaggerated and empty boasters. Small businesses are not like a little, simply say their weakness, and clarify their own Determined to win the importance of dealers, sometimes advertisements that export over exaggerated market effects can only attract pure speculators, and the real advertisements will attract those dealers who pay attention to Shangde. Step 2: Choosing the right dealer dealer is the only pillar of small enterprises in the market, survived and developed, due to lack of economic ability, regardless of the overall promotion or negotiating code of channel dealers, does not take the initiative Right, so small businesses choose the right dealer and cooperate with it, it is especially important. The big dealer must have high requirements, and because such dealers are often working with big brand companies, they often have a lot of people, and general small companies are often difficult to control them. Enterprise chooses dealers, just like a person, if you are humble, but you like a noble and beautiful lady, then your love is either a single coupon, either nothing. It is most important to know that it is not necessarily appropriate, and the channel partner is the most important. Therefore, small businesses choose to cooperate, must be more general, economic strength and market operations, but are due to these factors, such dealers need support, and this dealer is Cooperative companies are relatively high, and they are not like those big salesmen, if the company's sales policy is perfect, to describe them to the prospects of the company, basically able to attract them, enterprises can also Control them completely. Select such a dealer to join, allowing the dealer to operate the entire market in accordance with the development strategy of the company and prompted the entire channel network. The key to the problem is that due to the fact that such dealers' funds and operational markets are limited, companies need to be highly vigilant and have a strong market management team to help dealers grow together with companies. Step 3: Select the appropriate channel mode channel mode selection or planning, it is a small business to establish sales channel necessarily step, but small enterprises are relatively weak due to brand awareness and corporate economic strength and market management capabilities. Put a relatively suitable for each provincial level, that is, every natural province only chooses a dealer, because this time your product sales are not enough, the sales area is too small, the dealer will not be satisfied, thus causing the occurrence of the area . Therefore, in the province of a dealer, then the provincial dealer independently enrollment to the downstream investment, forming the sales network of the province, if there is manpower, can assist the distributor to invest in the regional market, so the dealer will heart because of the help of the company I am grateful, even if I am growing, I will not do it. If there is a big dealer to sell cross-regional sales, companies can also consider as appropriate. If the dealer wants to enter the region, there is no suitable dealer, and the dealer has a ready-made outlet, it is better to boater, do it. This person, etc. After the conditions are mature, the region is re-divided. After all, the company is needed, it is necessary to shop a large amount of shops and movements, not the nurturing specification.
The author used to make a cosmetic investment. In the early days of establishing a sales network, the dealer can span the AB two provinces because of its universal network, so agreed to the dealer of AB, so that the company's products are in the market The visibility is very wide, and there is enough cash flow. After three months, the entire market began to sell, the dealer did not come from the market, and it was too busy. Recruiting a dealer in the province, persuading A dealers withdraw from the B province market. Small enterprises are in the early days of establishing channels, do not have to stick to excessive standard sales policies, just like a beggar, temporary need is a temperature and food, but it is necessary to do system planning in advance. Step 4: Design controllable channel structural channel structure usually refers to the wideness and scientific and long shortness of the channels, and the width is to refer to the singleness and complexity of enterprises in choosing channel members. If a company is set up in a province. Independent distributors, run different small areas. There is also a layer of width that there is a variety of channels. There are many companies currently operated, such as IBM computers, is adopted: agents, dealers, direct sales, and direct sales. Multi-channel structure requires a strong channel management capability, while small businesses are not suitable for use multi-channel structure due to lack of certain management capabilities. At the same time, due to multi-channel structures, it is difficult to control. . The sight of the channel is mainly to refer to the diversity of the retail terminal, such as cosmetics dealers, can either enter the store in the store supermarket, or enter the beauty line, but also enter the pharmaceutical chain system. The diversity of the terminal can make the product more effectively into the entire market, and achieve the scale effect of sales. The length of the channel refers to the first-level distributor to the sales terminal, and there is several levels of levels in the middle. If some products need to pass the provincial-level distributor, then by the provincial dealer wholesale to the second-level distributor, and the second Level dealers will share the product to the terminal or wholesale giving the three-level dealer. The more levels, the more difficult management of channels, and the feedback from market information is also slower. Small enterprises are relatively weak in terms of funds, management capabilities, so they temporarily take a narrow and long-growing channel structure, waiting for the market sales, the company has funded, the market management ability is also strong, then began to gradually Tim short channel hierarchy will further broaden and move the management of the channel. In the fifth step, the management of channel dealers' management is the management of channel members, in fact, many of the problems very headache, because everyone knows the channel needs to be managed, but how do you manage? What is it? Who is going to manage? Many companies, especially SMEs, are more blurred. In the industry, the evaluation of the dealer is that there is a mother, or the only way is a picture, but the dramatic is not a picture, because any business group or individual, the profit is always the first, this is not very good. And milk is a little mother, after all, in order to establish a healthy sales channel, the company regards the dealer as a chess piece in the entire network layout. If you say betrayal, it is betrayed, and the company does not eat it. Therefore, once the sales channels begin to form, enterprises must have special channel management personnel, and the management of channel members, including the content of the distributor, fund credit, sales of each product, distribution The competition of commercial operations, the overall sales statistics of the regional market, assistance dealers or terminals to promote promotion, the company's promotional goods, and the dealer's specific reflection of the company's products.
The management of dealers is not only staying in the tube, but more importantly, the dealer is always consistent with the market strategy of the company, while integrating the culture of the enterprise, this requires management personnel to be in place for everyday market management. The distributor and the employees of the distribution agency conduct products and marketing professional knowledge and skills, so that dealers have rely on companies and have a good feel. Channel managers are usually completed by regional managers, sales operators, and company headquarters leaders, and some enterprises have established specialized channel management commissioners and channel director, respectively, for different channel members. Step 6: Perfect channel policies and effective distributors incentives for the incentives of distribution channels are a very important part of corporate channel management. Many enterprises sales network is largely due to the uncomfortable or lack of corporate channel policies. Effective incentive mechanism. For example, a beer company in Fujian has promised a city distributor. If the sales volume of the year exceeds 5,000 pieces, the headquarters will send a 280,000 Buick sedan. The dealer has worked hard and exceeds the incentive indicator, but due to the enterprise Changed the leadership, the new leadership did not admit that the reward of the dealer became a short check that could not be honored, so the dealer is hateful, premedor to exercise a fleet involving 4 cities, causing more than half The provincial sales network is completely paralyzed, and the company suffers significant losses. Channel incentives must be equipped with the overall sales policy, and to fully estimate the sales potential of dealers. When designing incentive assessment systems, there must be an appropriate width, too easy to meet the standard, and the company will have lost, and it is too difficult to arrive. Lack of practical significance. The reward goals are too large, and the company is not coming, it is too low, which is attracted by the dealer. Therefore, it is very important to develop incentive indicators and reward objectives. The usual approach is to set a maximum sales indicator before setting up, and then set up a sales incentive target. The distance between the two can be 20% to 50%. If the maximum sales indicator is 1 million, then The sales target can be between 1.2 million to 1.5 million. The reward policy can be done according to the actual completion, if you just complete the completion of the reward, you will have an excess of 200,000 in addition to the completed completion of the award, then give over 200,000 Give a reward; usually the excess reward base is higher than the indicator base. If the indicator reward is 3 points, the excess reward is at least 5 points. Of course, this can be reasonably formulated according to the actual situation of the enterprise. The basic indicators can be combined according to the historical record of the dealer and the actual market sales. Step 7: Planned to shrink, there is a step in which the company is working properly or two years. There is also a lot of improvements in the market. At this time, if there is a larger channel ambition, you can take step-by-step contraction. Strategy, that is, the network initial construction period, due to the company's management capabilities, economic strength, and the brand's popularity, it is not allowed to adopt the model of the provincial total distribution, because the total power sales model is very limited, especially It is a great impact on the collection of customers' services and market information. Therefore, enterprises must establish brands and want healthy development, and the total sales model is difficult. However, due to most provincial total sales businessmen have become accustomed to doing provincial boss, it is generally difficult to shake their distribution status. If companies want them to shrink the area or let the part of the area, it is more difficult, can't make good However, it will affect the security of the network.
