How To Manage Agents Well?

No matter how crazy the super chain is now, how flat the marketing of manufacturers is, the cruelty of wholesale market competition, agents still have huge room for survival, and they will not disappear as the wholesale market shrinks.

Today, it's better to talk about how the agent manages his three acres of farmland.

1, give play to the core competitiveness of enterprises.

An agent wants to live better. First of all, he has his own advanced marketing team, strong working capital, proper operation framework, and prominent public relations advantages.

Therefore, agents should make full use of the core competitiveness of their enterprises, and how to give full play to their enterprise's resource advantages.

For example, agents close to the local terminal customers, familiar with local customs, and local government departments, news units are inextricably innate advantages, can also develop small and medium-sized distributors free delivery (of course, reasonable matching), credit period, staffing and other supporting policies.

Why is Gome so arrogant, and the manufacturers are worried about their ears? It's because they are strong and people have strong core competitiveness. Therefore, lovely agents should also integrate their own resources and strengthen their core competitiveness so as to avoid their sites being incorporated into the factories and divided by chains.

Because the operation cost of commercial circulation channels is too large, as long as agents manage, and the downstream outlets can meet the requirements of manufacturers, so long as you do not "big business bullying factories", why do manufacturers bother to join the camp and waste resources?

2, the formation of manufacturers bundling consciousness

Agents should not complain about manufacturers' merciless changes in the market structure of the team, in the face of "mischief" such as Gome and Suning, manufacturers are also crying and laughing, profits are stripped almost naked, the market has been caught up in all kinds of bad practices, unwarranted demanding demands, credit terms of loans, (if they do not solve their requirements, they may not be paid), the bargains are unreasonable, and so on, manufacturers' days are not very comfortable, and they are trying to maintain the balance of market competition, which is both love and hate for them.

Therefore, agents should be clear and clear, so long as they are consistent in their positions, consistent in their views, consistent in roles, consistent in their objectives and consistent in their expectations, create a kind of binding alliance with manufacturers to "seek common ground while reserving differences". They should be the most loyal servants, the most friendly partners and the most effective assistants of the manufacturers. They will make use of the advantages of their own resources to market, manage and operate networks for manufacturers, so that manufacturers can win the needs of downstream customers to the maximum extent and to the maximum extent, and bring real benefits and benefits to both sides.

Do not cooperate with each other because of their own strength, such as the four tigers of wolves.

I think the agent is still alive and strong.

3, play the power of the agent alliance.

A mature commercial wholesale market, for the sake of long-term economic development, and in order to avoid the deterioration of competition, usually has such a special committee. It usually exchanges information, exchanges ideas, outlines blueprints, coordinates internal contradictions, or deals with unexpected incidents at a critical moment, and resists "foreign enemies".

Facing the competition of single brand agents, the competitive advantage in the market competition is relatively weak. At this time, we should make full use of collective strength and cooperate with partners who do not have severe conflicts, forming alliances among brands, such as unified free distribution and delivery, unified sales promotion support, unified personnel management and so on, to help each other, and jointly support downstream outlets, so as to give full play to resource advantages so as to generate greater deterrence and save resources for each other.

In war, we always like to use the tactics of "breaking through one by one" to prove the strength of unity and the superiority of the team.

Today, the withdrawal of your competition partners does not mean that you will not spoil the battlefield tomorrow. It is the most persistent plan for everyone to live together and survive for a common goal.

4, training outlets partnership management

Agents should always keep in touch with the interests of dealers, live together with outlets, and take their downstream outlets as their own branches or chain distribution outlets to manage and operate.

Agents can try to share or join in the form of managing your distribution outlets.

No matter how the mode of operation, as long as this kind of partner service awareness, it is very likely to form a community of interests with the distribution network, to avoid competition between agents and distributors.

Agents should give maximum support to their strong outlets, no matter in manpower, material resources, or resources. Even if their profits are only a year-end rebate, they should continue to benefit from scale.

If you live better, you can live better and make more profit points.

Therefore, the establishment of an impregnable partnership marketing relationship is bound to be the most expensive channel barrier for competitors, which will reduce each other's paction costs.

There is no doubt that agents in order to survive, to better live, pform customer structure, improve customer quality, thoroughly change the prevailing mode of pactional marketing and move towards partnership marketing with integrity and win-win as the connotation is imminent.

In short, the market is made by people, and the mode is created by people. Agents are willing to face the market changes, integrate their own resources advantages, and design a suitable enterprise development plan to challenge change so that they can live better.