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Misunderstanding And Solution Of Dealer Development Management

2008/3/26 14:25:00 12

As a marketing personnel, dealer development and management is a required course. However, many business personnel have done enough work in the aspect of distributor, but often fall a lot. Dealers, as the key link connecting production and terminal, play a decisive role in market management and maintenance.

However, many enterprises are having a headache in the local market.

This is the formula put forward by the sales manager of a winery the other day.

First class products + first class distributors = super market.

First class product + second rate dealer = second rate market.

Second class products + first class dealers = first-class market.

There should be no problem in looking at this formula roughly, but in practice, it will be another scene.

It should be said that this is a very simple formula.

Product + dealer = Market

This formula is a typical representative of traditional channel warfare, and many enterprises have paid a heavy price for it.

In this formula, the product must enter the market through the bottleneck of distributors, which often leads to threats to dealers in the channel.

The customer is God. This classic slogan is the most popular when the planned economy has just been pformed into the market economy. Almost every production enterprise has written him in a conspicuous place.

But after 30 years of experience, some enterprises that have suffered a lot have quietly replaced this slogan. At the same time, there are slogans of "quality is life".

Many enterprises in the manufacturing stage still regard this slogan as the Bible, leaving the dealer will not do the market.

It will even get dealer dependency.

The crux of relying solely on distributors to do the market lies in:

1, the channel is the mountain top.

Many enterprises' market quality does not depend on themselves, but on the strength and cooperation of distributors.

In the market management, most of the weak liquor enterprises rely on distributors to do the market, and the market is successful. Dealers tend to be overbearing, aggressive, and enterprises can only swallow. The vicious circle begins.

2, how strong the channel will be and how weak the market will be.

A large number of channel members of the customers grow together with the weak brands. Most of them are more than ten years of cooperation. Distributors tend to have more say in the local market than the manufacturers. They are typical local emperors or local armed leaders. They do their own way, and they do not like the rules and regulations set by the regular army.

The long-term existence of these bad habits is bound to be out of step with the development of the manufacturers. As time passes, there will be cracks between the two sides.

3, open the market to find large households.

Large families are yearning for many enterprises. However, looking for large families is like pursuing "beautiful women". If enterprises do not have the talent of "talent and beauty", they will propose to them on the basis of "beggars".

4, great changes have taken place in China's commercial form.

The former main sales channels are shopping malls, wholesale markets and retail stores. Now, supermarkets, shopping malls, hotels and other terminals appear in large quantities, and the appearance of a large shopping mall will result in thousands of retail outlets closing down. The emergence of supermarket sales volume exacerbates the pformation of wholesale industry in the economically developed coastal areas, and the traditional wholesale market has gradually disappeared.

The dominant position of traditional distributors has begun to diminish.

The thigh of the company is not as thick as an arm.

So, do businesses really have to give up dealers?

This is impossible.

The dispersion of market and the uncertainty of consumption location determine that distributor must undertake the function of logistics distribution.

Enterprises should make full use of the ability to distribute small and regional distribution and gradually penetrate the market. But in the market, enterprises actively participate in the market, intensive farming, enhance their voice in the market, change the role of the distributor of God, become partners, and to be exact, it is a harmonious marriage relationship.

How to maintain this "marriage" relationship?

As enterprises and distributors, the purpose of the two cooperation is consistent, that is, to seek market interest, just like the result of marriage is children (except the DINK).

Enterprises in the specific market management can follow the following 16 principles:

1, empty heart, enterprises must have strong momentum of development, enhance dealers' confidence in continuous operation, fully identify the corporate culture, and form an alliance with enterprises.

Manufacturers must have a set of ways to help dealers improve business management level or mode, so that dealers can produce loyalty.

2, the interest is the foundation of maintaining the cooperation of the manufacturers. If any cooperation and interests are mutually exclusive, dealers can only maintain their long-term cooperation only when they are constantly gaining benefits when they run their products.

When designing a sales model, the manufacturer will make arrangements for the role and interests of the distributor in its execution session (that is, the price promotion system). It also has a clear definition of its responsibilities in marketing, and the quality products and excellent management and reputation must be stable.

3, weaken its ambition, weaken the competition intention of distributors, enhance the sense of cooperation among distributors, reduce the occurrence of malicious competition, and realize the long-term system of enterprises.

Reduce dealer's low risk in operation;

4, strengthen their bones, enhance the dealer's internal management capabilities, to a certain extent, the improvement of dealer management ability represents the level of enterprise management.

Enterprises must have mature management mode to help dealers improve their operation level, so that dealers can gradually rely on and loyalty to enterprises.

Appreciation and interdependence are the highest level of the two sides. Appreciation is not the perfection of the other, but the pursuit of excellence by both sides.

When enterprises develop the market, they can not try to deduce the legend of "beggar chasing beautiful women". Otherwise, they will make jokes. The standard of marriage is "right", and only if they know it well.