How Can Agents Improve Themselves?

Over the years, manufacturing enterprises have been making great efforts to improve the marketing and management level of agents. However, the results are not very effective, because the solution to this problem is largely dependent on the fact that agents still do not know how to pform themselves, which direction to raise, or even feel that there is nothing wrong with maintaining the status quo, and that the risk of changing the status quo is also one of their concerns.

But in the near future, agents must face at least three problems:

1. is selected in two business situations.

The demand of strong brands for channels will be higher and higher, and more autonomy will be given to the choice of agents. The existing agents can take the initiative to follow up, grow bigger or stronger, or be eliminated and become disadvantaged (relative) brand agents, and even return to simple retail and batch business status.

The future of a non strong brand agent is a common loss to the agency brand.

2., challenged by new channel strategies.

The first challenge comes from the reduction of the operating area of agents. This narrowing will force agents to change their traditional extensive management mode and turn them into intensive cultivation of limited areas.

The changes from extensive operation to intensive operation will clearly expose the deficiencies of these agents.

The second challenge comes from the enterprise marketing mode.

Some enterprises (such as some liquor, cosmetics, health care products) adopt collation marketing mode. They have marketing organizations in the regional market, directly operate the market (or part of the market), and also have agents to undertake the work of distributing or operating part of the market. Usually, agents are the main body, and marketing organizations are set up as auxiliary marketing.

This mode requires agents to have higher participation ability and coordination ability, as well as the accuracy of local market grasped by geopolitical advantages, so as to ensure correct decision-making and consistent business ideas.

3. the rise of new business groups.

The expansion of chain businesses will also pose a threat to agents of traditional roles.

Chain business has challenged some agents in some industries for its strong purchasing power, price advantage, distribution ability and chain brand reputation.

After entering WTO, the entry of multinational distribution groups will exacerbate this crisis and spread to more industries.

The best way to solve these problems is to be ready to take part in the future competition and get the ability to match it.

Choose your own supplement -- professional manager

At present, most agents have risen to a specific era. The accumulation of primitive capital has been preliminarily completed, and there is a common sense of being modest and easy to get ahead. Even if we are prepared for danger in times of peace, we have to accept the limited educational level and lack the awareness and ability to accept new knowledge.

After years of ups and downs, most agents have rich experience, keen market sense and strong business relationship.

These advantages help them to judge the market direction more accurately, but they choose the right direction, but often fail to achieve the expected results. The main reason lies in the lack of technical operation and management in the process of operation.

To compensate for this defect, the most economical way is to hire professional managers.

Some older agents are tired of their jobs. The entry of professional managers helps to improve the working atmosphere of the company.

The professional managers chosen by agents should have the following basic qualities:

1. sound social personality and good professional ethics.

2. good marketing skills.

Including research, planning, operation, management and other capabilities, but also has the ability to learn and certain financial knowledge.

Learning ability makes it possible to make up for the shortage of agents with new knowledge and promote the improvement of ordinary employees.

3. good communication skills.

It includes communication skills of upper and lower levels, communication ability with manufacturers, communication ability with business units, etc.

This ability is sometimes even more important than the specific marketing capability.

4. a strong spirit of innovation.

The basic qualities of professional managers can be reduced to three words: "virtuous", excellent moral cultivation, "Hui", excellent communication level, "able" and pragmatic management ability.

How can we get such a qualified person?

1. through conversation, valuable information can be obtained.

Of course, this kind of conversation is not arbitrary. Plan ahead.

If the agent is not sure of himself, he can assist the excellent salesman to finish the work.

2. look at the post.

For example, the delivery of a research plan can initially judge its working attitude, analytical ability, communication ability and summarizing ability.

With the rich content of the work, he can further understand his character, value orientation and attitude towards the company and his expectations.

By "careful proof", if everything is satisfactory, it should be used step by step. The remaining problem is to find ways to keep him, so that he can devote himself and create.

In addition, it is a way to excavate talents and cultivate employees from the side.

Planning agent brand

When it comes to brand planning, many people think that it is a matter of production enterprises.

In fact, for example, in Beijing, when people talk about buying appliances, they will think of going to Gome.

Gome is a brand, while Gome is a distributor.

Therefore, agents carry out their own brand planning, that is, their company as a brand to operate.

The significance of this work has been demonstrated in Gome and Suning in WAL-MART and Carrefour.

Before buying a product, most customers choose to buy it.

The brand planning of the agent is to provide the reason for the downstream customers to cooperate with you, so as to achieve the goal of barrier free distribution of the agent products.

Agent brand planning is a systematic project. It can start from the simplest part and emphasize from the most important points.

1. plan the products that are operated.

What products the agents operate is the most important, which is related to the overall image of the agent brand. The success or failure of the business depends to some extent on the script src=>.