Eleven Mistakes That Dealers Make

Distributor is the market channel and terminal builder of enterprises, and is a strategic partner of enterprise channel access and product terminal sales. Enterprises and distributors are closely related to each other.

An excellent dealer team specialized in enterprises will effectively implement marketing strategy planning and promote the rapid development of enterprises. Otherwise, enterprises will not stop. This requires enterprises not only to choose and develop distributors carefully, but also to strengthen the management and training of the existing dealer teams, and create a new type of dealers who are excellent and professional in management. The real time marketing management expert Guo Hanyao, based on the experience of marketing theoretical training for brand dealers in recent years, analyzes the problems in the specific management and management of dealers.

The first is that dealers believe that brand names are not related to businesses.

When the product is seriously assimilated and the competition is fierce, most of the customers' purchase is due to their recognition of the brand. Dealers can not only push the brand building to the headquarters, but also actively participate in the brand building, because the most important part of the brand building is terminal display, sales and after-sale services. The quality of products and services is the actual identification of customers from purchase to use. The brand culture of a company runs through many links of products and services. It is the result of the joint construction of enterprises and distributors and even the terminal stores. To make the brand have a higher degree of recognition, dealers must participate in brand building so as to better share the brand effect.

Second: dealers refuse to advertise for brands, and short-term behavior is serious.

Dealers are at the forefront of enterprise product sales, often the biggest beneficiaries of brand profits. Intelligent distributors should be good at promoting brands and create the best sales atmosphere to exert brand strength, attract more customers, and achieve greater sales, thereby occupying greater market share in the region. Dealers' input can be shown as follows: spare no effort to conscientiously implement the advertising strategic deployment of headquarters, make good use of every advertising fee, every advertisement and posters, and timely put advertisements into the terminal to publicize the brand and seize the market.

And some dealers do not want to put into advertising for the brand, only can't get in, even kill the chicken to get eggs, the short-term behavior is serious.

Third: dealers wait for no reason, only know that they will not sell, do not know how to go out to expand customer resources.

The era of "wine is not afraid of alley" has long passed. The market of product assimilation, diversification and fierce competition requires that terminal sales be refined and permeated. Dealers should only go out, actively publicize and guide, get to know more contacts, and let more people know your store, products and services so as to achieve better sales.

The connections are the money and the continuously increasing resources will promote sales effectively.

Businessmen are more efficient than tradesmen. As distributors, they can not wait for their time, only know how to enjoy their lives, but learn to go out and expand more customer resources.

Fourth: dealers will sell the special products stipulated by the brand headquarters manufacturers as authentic products, make profiteering, and influence the brand.

Offering special products is part of the marketing campaign of an enterprise. It completes the strategic objectives of a company based on the characteristics of sale items, such as different quality, inventory, over season goods, and trial products, such as market research, new product development, and timely clearance.

In this activity, the dealer is the eyes and hands of the enterprise, and is responsible for the main role of the market feedback. When the sale is sold as a genuine product, the practice of taking advantage of the petty advantage will directly affect the strategic purpose of the sale of the enterprise, and it will eventually damage the interests of the dealers themselves, which is like the "three edged sword", which will also damage the vital interests of the enterprises, distributors and consumers.

As distributors, we must make full use of the brand manufacturers' deployment, and special products must be sold at a special price, so we should not seek short-term profits and affect the reputation of the brand.

Fifth: dealers do not participate in corporate unified promotional activities, only to pursue high value-added products.

The national unified sales promotion activities designed by enterprises all have important marketing strategic objectives. They are activities developed through adequate market research. The purpose is to promote self brand, crack down on competitive brands, create sales highlights, create a nationwide sales atmosphere, and promote the rapid upgrading of enterprise brands and national promotion of products. Only when all distributors participate actively can they form an upsurge and achieve the desired strategic objectives.

At the same time, promotions are also regional distributors to activate regional consumers to actively purchase.

To attract and increase new customers and achieve an important means of expanding sales, distributors participating in the national unified sales promotion activities not only promote the growth and upgrading of brands, but also implement effective brand expansion in the region, so as to enhance terminal sales.

Sixth: dealers selling products at a high price, pursuing high added value of unit product profits, ignoring the scale effect, not being able to win the business altogether, and not pursuing the win-win value chain of social interests.

The dealer who made this mistake first did not realize the scale effect of product marketing. He only looked at the sky in the well, earned temporary money but lost valuable credibility. The most concerned thing in product sales was the price. The unified guidance price provided by the enterprise was formed through accurate market analysis, and it had its scientific rationality. What the enterprise demanded was terminal and price unification, which was to form the scale effect of brand product with uniform price and service.

At the same time, in today's Internet age, where information is rapidly passing, raising prices can only win today and lose tomorrow.

Secondly, good brands should have a strong social win-win situation. They should pursue the three sides win win among enterprises, businessmen and consumers, create a harmonious social supply and demand environment, and realize the brand's social value.

The seventh is: dealers are small and rich.