Four Stages Of Dealer Growth

Dealers can be divided into four types: entrepreneurship, growth, maturity and recession.

The four types of distributors are different in their development stages, and their advantages and difficulties are different.

Dealers can be divided into two categories: promotion and logistics according to their core competitiveness and main functions.

The promotion distributor has a strong ability of integrated marketing, and can formulate a series of product promotion strategies according to local conditions according to the overall strategy of the manufacturer, and has strong executive power of integrated marketing promotion.

Promotion distributors are suitable for small and medium-sized manufacturers with weak financial strength and weak brand promotion capability.

Logistics distributors not only master the main terminals, but also have wholesale distribution channels. Its core competitiveness is fast circulation.

Logistics distributor agent products generally choose well-known brands.

In the dealership management and service, the sales staff of the manufacturer play five roles as counselors, supervisors, planners, administrators and information staff.

Dealers prefer salesmen who can solve difficult problems, work well with distributors, work efficiently and efficiently.

Dealers generally do not like the following behaviors of manufacturers salesmen: always stand on the side of manufacturers, irresponsible to dealers and markets, never consider dealers' feelings and are not honest and reliable.

Whether the support work is effective or not depends largely on whether it can accurately grasp the real problems of distributors.

On the basis of full investigation and communication, the salesmen of the manufacturers should eliminate the fake problems of the dealers and solve the real problems, so as to solve the problems for distributors.

The following are common problems and support methods for different types of distributors:

　　創業型經銷商：資金不足，網絡不全

Although they are small in scale and lacking in financial strength, entrepreneurial distributors will go all out to popularize their products, and are willing to learn from manufacturers and do their best to cooperate with manufacturers.

Because the entrepreneurial dealer is growing stronger with the support of the manufacturer, he has a high degree of loyalty to the manufacturer and will not easily betray the manufacturer and go to his competitors.

In view of the general lack of funds of entrepreneurial dealers, on the one hand, they can help dealers through training, assisting sales promotion, guiding display, and so on. They can quickly digest products and reduce inventories. On the other hand, they can reduce the quantity of single purchase and adopt a "small number of times" purchase method, so as to minimize the occupation of liquid capital.

For better credit dealers, enterprises can provide some financial support by means of internal loans and provision of paving goods.

Because of its strong marketing and promotion capabilities, manufacturers need to assist in network construction.

The logistics distributors in the start-up period are better at the terminal network construction, and they should strengthen their guidance on the promotion of the system.

　　成長型經銷商：人才短缺，管理瓶頸

The growth dealer business develops rapidly and has a large development space. It is more closely related to the business promotion of manufacturers, and has a close relationship with the pleasant manufacturers.

If manufacturers can work closely with them, the general input-output ratio is ideal.

On the whole, growth dealers are the best partners for manufacturers.

With the rapid development of growth dealers, the growing distributors will choose more brands to work together.

Manufacturers should guide growth dealers to concentrate their personnel, funds and promotion on their products.

Growth dealers are generally faced with problems such as shortage of high-quality marketing personnel and failure to break through management bottlenecks.

Manufacturers can send their own capable officers to work with distributors, improve their comprehensive combat effectiveness through training and demonstration, and even send their excellent employees to distributors, so as to solve the urgent shortage of their talents.

The excellent salesmen who go from the manufacturer to the distributor can effectively convince the dealer to pay more attention to the product because of their clear resources and ideas.

The main management problems faced by growth dealers are performance appraisal, inventory management and so on.

On the one hand, the manufacturer can hold a dealer's meeting with distributors to find solutions together; on the other hand, it can help dealers make up for loopholes in management work through detailed management.

There are a number of problems faced by growth oriented and logistics distributors.

In the stage of rapid development, the promotion of distributors may still be relatively scarce. Manufacturers need to give proper support. Although logistics distributors have made progress in marketing, their system promotion capabilities are still lacking, and they need training and guidance from manufacturers and marketers.