How To Be A Successful Agent?

Hongkong's original business is not too much. It is one of the common ways of Hong Kong people to start business by product agents or regional franchisees.

But both of them also need business know-how.

And listen to some suggestions from past and business consultants.

Zhou Qian, director of marketing consultancy services at Bossible, says that the right way to negotiate product dealership is to find appropriate goals, including visiting large trade shows, consulting professional journals, searching the Internet, and liaison with the Trade Development Council or foreign local consulates.

Liu Meichen pointed out that when you write these plans, you can not imagine the turnover of each branch and how many branches you can set up without any imagination. Instead, you should find some similar opponents to make benchmarks and see how many branches and businesses there are.

If the other side is a listed company, you can see the number of sales and branches from the annual report, so as to get the average turnover of each branch.

If the other side is not a listed company, it will be more difficult.

On the other hand, I have to figure out whether the product of the planned agency is 10% cheaper than that of the A brand, but it can be sold for 20% more than that of the B brand.

When an agent is bound to promise sales volume, sometimes the two sides may have done enough to satisfy other requirements, but the brand can not afford to do so, and the sales volume is not up to standard.

Zhou Qian suggested that there should be a clause in the contract allowing any party to unilaterally terminate the contract in this case.

But this notice period will not be too short, at least 3, 4 months ago, or even six months ago.

Zhou Qian believed that the agency contract should be fair to both parties, rather than simply protecting producers.

Therefore, some important issues need to be agreed in advance, such as who is responsible, including the liability for compensation for product problems, and which side should pay for the cost of combating piracy.

Liu Meichen said that if sales were not up to standard, the two sides should be frank and deliberate about whether there was a big climate or unexpected factors.

In the case of SARS, the retail industry in Hong Kong has been affected for nearly half a year, which is justifiable.

Some manufacturers will be willing to provide samples free of charge when sales are not up to standard, so that agents can be sent to consumers for promotion.

Liu Meichen stressed that the terms of the contract must be consulted by lawyers.

Because some manufacturers are offering harsh terms and hidden traps.

For example, there are producers who demand the right to buy back the dealership and purchase agents' shops at any time, but the price is not calculated clearly, or only the opening cost is calculated without considering the profits of the shops.

When agents make achievements, producers may take advantage of them instead of making reasonable compensation.

But Liu Meichen, director of LUSH Hongkong, reminded the elder brother that it would take a lot of time to study each other's strength before negotiating with the other side.

She and her colleagues have seen some short history of foreign nursing products and health food brands, and failed because of insufficient financial resources.

If the brand fails during the contract period, the agency will suffer a lot of losses, including agency fees, advertising expenses and staff training expenses.

If the agent opens the shop by himself, it will lose the cost of the decoration and make the branch no product to sell.

She suggested that the brand of the new brand should be especially careful, and that some brands with frequent ownership changes should not touch their hands, because this may reflect their financial problems.

In order to improve persuasiveness, we sometimes need some market data.

Zhou Qian suggests that you can try to search at the census and statistics department or TDC website.

However, the shortcomings of the two data are very macroscopic. If we can not find the data of "Xin Xin Shui", we can try to find it in some journals of some industry or chamber of Commerce.

Otherwise, it may be necessary to purchase some ready-made data from market research companies, or even entrust market research companies or introductory websites of related topics for investigation.

The cost of doing so will be higher, depending on the scale of investment and financial resources.

Many people feel that agents or regional franchisees are only selling or copying the business models in the field, and there is no room for creativity, but the truth is not the case.

For example, the Chinese names of LUSH's care products are all written by Liu Meichen and his colleagues.

Such as no sleep, soap, heart