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Attach Importance To Dealer Value And Win In Dealer Management

2008/3/26 14:34:00 28

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Attach Importance To Dealer Value And Win In Dealer Management.

At present, the market competition, enterprises in the brand, product, service promotion before the phenomenon of similarity or homogenization, and business competition is not orderly, many enterprises are not very clear about their business location, also known as the leading enterprises, the first brand; promotion, most of you give electricity rice cooker, I will give rice cooker; after sale, you guarantee that I will be back, you extend the warranty period of 5 years, some people regardless of cost irresponsible to play 10 years 8 years of free and irresponsible warranty service commitments......

In the early stage of market economy development, as long as we choose a media and continuously invest in some advertisements, there are brands, channels and sales.

But today, not to mention that the marketing cost will soar, the form of market activity is also dazzling: some in the aquarium open conference, some in the disco product exhibition, some in the teahouse, seminars, more thunder and lightning, singing stars, movie stars to help and so on; treat distributors and partners is "respect" is good, in addition to gifts, there are high star rated hotels free of charge, and perhaps also distribute the tour of Hawaii, and so on.

What is the result?

In addition to hard work, labor and self satisfaction, there are few distributors, and partners are not buying it.

There is only one permanent goal for an enterprise, that is, the maximization of interests or value is to maintain the continuous improvement of the profitability of enterprises.

The only way: "open source, throttling".

For the sales work of enterprises, the essence of open source is the maximization of dealer value.

When you are at a loss, think about your dealer. You will have your own opinion.

1, he has the deepest understanding of local market conditions and market purchasing power.

2, as dealers themselves to survive in operation, will be more accounts, for what kind of customers recommend what products, more accurate analysis;

3, as dealers in the industry (except Dalian locks), most of them are self-employed. They take the most serious attitude towards the market and work, and work more professionalism.

4, distributors are not only the export of sales products, but also the information carriers for manufacturers to set up corporate image / commodity image and let consumers have desire to buy.

Always image dealers can enhance the image of shopping environment according to the requirements of manufacturers, attach importance to consumers' feelings and professional service skills, and naturally enhance corporate image and product image, and are also easily recognized by consumers.

Therefore, the author thinks that starting from the accurate dealer management is the fundamental reason for the development of enterprises at present. Why do I say so?

The core values from distributors are shown in the following aspects:

First of all, it emphasizes the importance of identifying the target distributors and the target distributors before the business starts. Most enterprises judge the target dealers in a descriptive way, without any structuralization, resulting in different understanding of each role. Therefore, enterprises must completely manage the dealer information, on the one hand, realize the business of the dealer resources, avoid the loss of dealers due to business adjustment and personnel changes, and on the other hand, realize the standardization of marketing business.

Dealer information is not a simple static file. It includes dynamic information such as business demand, business history, value information and so on. For example, action reporting, dealer inquiry, etc., in their business process, they must standardize the relevant information through the specification of business, so the requirement of information standardization can improve business efficiency.

Secondly, according to the difference between products and distributors, we choose different delivery methods to serve the distributors. If we look at the value and standardization of products from two angles, the value of products will be high and the degree of standardization will be low. We will customize them according to the dealer's demand when delivery. This kind of delivery method is professional service mode, and the product value and standardization are all medium. In the delivery process, we need to introduce the product value to the dealer before sale, and provide localized service after sale. This is the general service delivery method; if the product value is low and the standardization degree is high, we need the delivery method of the process service.

Enterprises generally have multiple business models, so they must choose different delivery methods to serve distributors.

The third is to quantify the value of dealer management.

In the whole marketing process, what we do is to continue to contribute to value distributors and cultivate non value dealers into value distributors. At the same time, we must give up non value dealers. After all, the resources of enterprises are limited.

It is a long-term strategic pformation process for an enterprise to start from a distributor and promote the reconstruction of marketing business.

And how should our enterprises start today?

Distributors have become the core of market work.

Based on a clear dealer group, this method is "database marketing".

This method makes the market work and sale, that is to say, the core of the market work is to organize and promote the development of the distributors.

How to organize the development of distributors?

What is the content of the work?

To put it simply, there are four main parts in the development of dealers.

The first part is dealer resource management.

Based on the distributor's classification and classification of dealer management, based on the dealer's life cycle, quantifying the status of dealers (using structured information to describe), in order to promote distributor status, expand business areas or eliminate targets, set up evaluation criteria for related actions and actions, thus forming rules of business process;