Experience In Training Agents For Garment Ordering Society

In order to improve the management and sales skills of agents, and reflect the concern and concern of brand enterprises to agents, the training of agents during the ordering period has become an essential "ornament".

However, in this process, different enterprises will have different operation methods, and the results will be different. In the dozens of agents training courses that I have engaged in, I have accumulated a certain amount of work experience and want to share with many apparel enterprises here.

The training of agents during the clothing ordering period is often affected by special factors, and it will also form certain characteristics and difficulties.

Short time and tight curriculum.

The order of clothing enterprises will basically be set up for more than 2-4 days, during which exchanges, orders, explanations and other business activities are more frequent, and most of the agent training during the period will be concentrated in one day, and the time is only a few hours.

This causes the training courses to be relatively compact and effective, and can divide and deepen the course contents in a short time.

Therefore, more requirements for lecturers should have higher professional knowledge reserve capacity and training site control ability.

There are many differences in operation and excessive demand.

Agents come from different business areas and consumption environment. Therefore, different bodies will have different training needs in their own way of operation, hoping to increase their management skills and implementation methods in the training process.

However, because of this, "difficult to adjust" is the main bottleneck for the training of ordering society, and the subjective assumption of lecturers in the course setting often leads to "not being able to answer questions", and the trainees in the field will naturally produce impetuosity, boredom, and lack of concentration.

Uneven quality and different understanding.

As a provincial agent or regional agent, they have a lot of advantages in actual operation and operation and regional background, but they need certain knowledge reserves and understanding ability compared with brand new brand management and channel management.

Fierce market competition and business pressure make them less likely to add knowledge, so they also have different understanding of training contents and subjects. After training, they often fail to get the correct application in training, and the training effect is not obvious.

The ability of brand basic management is relatively weak.

Large scale clothing agents are mostly pformed from wholesale operations. The operation mode that requires more detailed management, more complicated management and higher executive power is often at a loss as to what brand operations are like. In the process of operation, they are always limited by various capabilities, making the brand's basic management capability slightly weaker.

Therefore, it is necessary to increase the knowledge pmission of agents in the training courses, and also to facilitate the effective way of information pmission and image unification, management and coordination in the process of brand operation.

Pay more attention to the improvement of terminal benefits;

The agent is the indirect link between the management of the terminal and the terminal, and for the agent, whether the terminal can be more mature and stable becomes the core weight in the market competition.

But things always have two sides. If we know the theoretical foundation of management skills and management methods, terminal construction will be just empty talk.

However, whether enterprises or agents, the appropriate amount of theoretical courses in the training process is more objectionable. The reason is that some lecturers are too focused on theory and can not be combined with practice, making the courses seem boring and boring.

In the face of the above problems, although the author believes that it can not be solved perfectly, it can reach a balance on the spot through the curriculum research before training and the content setting in the course. If 50% of the trainees can accept and understand the teaching contents in the course, and the real execution can be achieved in the course of implementation, the training is successful.

Curriculum research before training:

Before deciding the agent training with the enterprise, the author first needs to know two aspects. On the one hand, when the business side is in the process of cooperation and operation with the agent, the business side thinks that the agent lacks knowledge and ability; on the other hand, in the course of the operation of the channel, agents often feedback what information they need, and which areas the agents are mainly from.

The advantage of this way of operation is that it can not only know more agents' information through the business side, but also enable enterprises to complete the collection and collation of agents' demand information before training.

And agent feedback information is from the perspective of agents to analyze business problems, for their consumption environment and source area is more targeted to put forward the characteristics of regional operation analysis, easy for lecturers to collect and collate curriculum information.

Secondly, according to the training requirements of the enterprise and the current operating conditions of the agents, a preliminary training plan is drawn up by the lecturers.

The training syllabus needs to refer to some information of the enterprise: product positioning and consumption positioning of the brand, business form and channel of the agent.

Road level relationships, business agents' management manuals, agents' experience and business planning surveys.

This part of the information is for the convenience of lecturers to make training courses and lecture contents according to the actual situation of the enterprises. In addition, this way enables the lecturers to find suitable cases for the course so as to enable trainees to understand and memorise them more easily in the training process.

Finally, the training syllabus provided by the lecturer will be distributed to the trainees in the hands of the trainees 1 weeks between the order meeting. The trainees will discuss the contents and topics of the lectures, or add or delete the course contents according to their actual conditions.

After the feedback information of the trainees is returned to the enterprise side, the final training topics and training forms are jointly confirmed by the enterprise and the lecturer.

According to the training content, the lecturer will make exercises in the course, so that the trainees can be released to the trainees before training, that is, the trainees can understand the contents of the lectures in advance, and can also facilitate the pcripts of the trainees during the training sessions and the review after training.

The contents of training courses are:

The agents of garment enterprises are not only the key links in the circulation channels of goods, but also the extension of brands to the terminal and the in-depth development of the jurisdictional areas. Therefore, as a good agent, it is a brand enterprise's hope that it can manage the terminal shops reasonably and continuously, and the brand can be promoted everywhere in the jurisdictional area.

It is also for this reason that the content of the training course is set out in two aspects:

1, agent channel and terminal management;

Agents can be said to be brand enterprises in various regions of the branch, is the regional brand management manager.

In addition to setting up their own outlets, they will choose other franchisees to cooperate with others in places where their capabilities are not enough.

Therefore, how to manage the terminal franchisee and regulate and maintain this small channel marketing has become the key to the stability and long-term operation of the agent area.

However, more agents lack the skills and experience of large area management. Most of them start from franchisees, though they are very familiar with the management and operation of terminal stores, but as regional franchisees, they are very headache. Therefore, increasing channel management training not only improves their management skills and management experience, but also suits the rationality and long-term effectiveness of the operation of enterprises after the change of status and identity.

Terminal management not only enriches the terminal display skills of agents, but also increases the process of instilling service concepts by agents for terminal franchisees.

As terminal franchisees, they hope that the upstream managers can not only provide more and better products, but also hope that the upstream managers can bring more business services to them, such as: the incentive and guidance work for the team in the terminal store, the promotion and planning work in the sales season, and the training and management of improving their sales skills and service quality.

Therefore, the best performance of qualified agents is the excellence in terminal services.

2, agent brand operation and "enterprise" management;

Brand management system and image system is better, if agents do not understand, do not implement everything is also frustrated.

Enforcement and severe punishment system can not only increase the brand awareness of agents, but often become the burden of agents being overburdened.

Most of the agents come from the wholesale business. The way of branding is mostly seen and heard. It has never been applied in practice.

Therefore, brand enterprises can effectively communicate the ways and concepts of brand operation through the ways and methods they can understand, and make use of the lecturers' case explanations to carry out in-depth training on the training courses, so that the agents' pformation from "want me to do" to "I want to do" is the result most desired by the brand enterprises.

The training of agents in the ordering society is only to guide their interests and interests in the operation, and more work should be done through the coordination and communication between the enterprises and agents.

With the concept and enthusiasm of brand operation, the lack of necessary "enterprise" management method is only a weak attempt.

As mentioned above, each agent can be regarded as a branch of a brand enterprise in various regions. The way of operation of a branch can be regarded as an operation of an enterprise. Maybe the scale and strength of the agent are different, but they are also full of vision for the future development.

Therefore, I believe that instead of letting brand enterprises and agents compete with each other in product prices, advertising support and other interest relations, it is better to increase their interest in breaking hands and teach them to increase their strength.

Let agents know that cooperation with brand enterprises is not only about money relations, but also can enhance the management strength and management skills of agents in the future business process through cooperation with brand enterprises.

Therefore, in the training courses, the content of apparel brand operation management is added, which is also a way to coordinate the business relationship between brand enterprises and agents, and increase service means and support system.

What should be avoided in training courses:

The training of agents during the clothing ordering period is influenced by problems such as tight time, large number of personnel and large discrepancy. We should try to explain the centralized and effective courses. According to the requirements of the trainees, we should set up different subject contents so as to get close to the trainees and get the most attention from agents.

However, according to the author's experience, some training contents are not suitable for the training of agents during the period of ordering, including:

1, too close to the terminal sales skills training and terminal display method training;

The agent of each region is more to assist the brand enterprise to complete the pfer, coordination, control and management, assistance, service and monitoring of the terminal franchiser in a certain area, so it can be said that each regional agent is more embodied in the management of the terminals and franchisees in addition to the direct sales management of all their own shops. They are more concerned with the "face", rather than the "point" (or a person's sales method in a certain point).

Therefore, this kind of content can be referred to the market supervision.

Listen and speak to the shop assistant, and then you can tell the terminal franchisee that the agent has mastered these contents, that is, he seldom guides himself, nor can he apply it personally, which can not help the agent's operation.

2, too high or unable to apply the brand management and exhibition method training;

Contrary to the first part, if the lecturer thinks that the agent should be more responsible for the brand operation matters and add the deep and theoretical brand management method, it is also impossible for the agent to apply it.

After all, agents are the channel partners of brand enterprises. They can not control the creation methods, maintenance methods and upgrading means of brand enterprises in the process of brand operation, and more agents need to understand and perform well.

And this kind of training content rather than to the agents to listen to, it is better to set up a training for brand marketing departments and planning department managers.

3. Training contents of live games and activities.

Sometimes, in order to improve the activity of training courses, lecturers increase their training.