Do You Dare To "Manage" Distributors?

Back to 2002, it coincided with the beginning stage of the author's marketing career.

As a newly recruited new person, I was sent to the Yuzhou market as a client manager.

background

At that time, the Yuzhou market was the largest county level market in the region except the prefecture level market.

Originally, the Wahaha dealer's high boss in Yuzhou market began to sell Wahaha products from 96 years ago.

At the same time, the provincial manager at that time had had a short period of experience as a senior manager.

However, if compared with the full salary of the whole year, these difficulties are not really worth much.

Owing to the fact that the high bosses were too large in the past few years, they had formed a chronic disease of extensive operation.

In such a market context, the author took office.

Curtain rises

When you first see high boss, you will never associate words with domineering and domineering.

Hospitality is also like enthusiasm and humility. In the next conversation, Gao boss did not complain about any words of the manufacturer, nor did he show any concern about the competitive environment.

At noon, after having a routine dinner with Gao boss, we began to continue to communicate.

Bearing

When I pulled off the momentum, prepared the topic and started to talk to the boss.

After a brief cold talk, the boy came up with several items of the same bill.

Out of the normal reaction, I asked freely: "the terminal will reconciliate?"

Conversion

The sudden change of events was totally beyond my expectation.

Through the leisurely narration of the boss in the afternoon, I finally found out the problems in Yuzhou market.

One of the problems is basically the same as I knew before.

With the deepening of the topic, the boss who was still tight lipped in the morning still couldn't help telling me his dissatisfaction with the manufacturer's "cutting the fan".

Because I had prepared for it earlier, I used my sympathy and helplessness strategy to solve this problem easily.

No matter how high the boss is, he doesn't get entangled in this problem.

The second problem is related to the competitive factors before understanding.

But strangely enough, the boss did not complain too much about the harsh environment of competition, nor did he blame his competitors.

Instead, the focus is on how the salesmen of Lok's business respect and worry, and how my predecessors are lazy and mediocre.

This aroused my strong curiosity and desire to explore.

So, our topic started from the start of the dealer's business to the enmity and resentment between the two people in the past few years, from the interesting section of our provincial manager in Yuzhou market to the defeat of my predecessors, and finally to the group of non-staple food distributors and the beverage market in Yuzhou.

In the seemingly casual dialogue process, things begin to become clearer and clearer, and the pulse of the problem becomes clearer.

Truth

In 2002, the High Commissioner of Wahaha's agent and the boss of Baisha's agent were all big local users.

The comprehensive strength of the two people can be described as two hundred and eight equal.

At that time, the market performance of Wahaha was much better than that of robust.

But thanks to the initiative of the dealer and the diligent efforts of the salesman.

The beverage market has been divided equally by Wahaha and robust.

In addition to acting as Wahaha, Gao boss also used the Haitian soy sauce and Nan Street instant noodle Gong to break the local condiment market and instant noodle market.

Shen boss relied on the golden dragon fish oil and the carving washing powder Gong to break the local edible oil market and the washing and chemical market.

They destroy each other's markets that they have laboriously nurtured in order to prevent each other from breaking the price.

They sell each other's products.

Attempt to achieve mutual restraint through such superficial affinity.

Because Wahaha and Le Baishi are not strong enough to break the whole beverage market.

Therefore, the boss and Shen boss are struggling to make use of the Wahaha and Le Baishi held by their own hands to break the beverage market in Yuzhou City, but suffer from the lack of proper means and opportunities to achieve them.

Under such circumstances, any slight performance of either side will cause great panic.

Nowadays, as high bosses rely too much on their relationship with Wahaha, they neglect their communication and use with grass-roots business people for a long time.

And in that side, he saw his salesmen in frequent contact with his two batches.

Even from time to time, he came to him and asked him, "Gao boss Hao". You said he was anxious and impatient.

In politics, the confrontation between the two superpowers, like the former Soviet Union and the United States in the Cold War era, used arms race to deter each other, or as the Three Kingdoms period of Wei, Shu and Wu fought for years.

The future competition between the high boss and Shen boss in Yuzhou City should belong to the former.

But the deterrent method between them is more implicit than those of Reagan and Gorbachev.

There is no doubt that the present scale is at risk of tilting to Lebo.

And can I increase the weight of Wahaha?

Padding field

After several days of thorough investigation of Yuzhou beverage market at all levels, I also collected the customer sentiment evaluation index of the two groups of distributors, distributors and terminal merchants respectively by using a similar questionnaire.

Finally, the conclusion is: the Yuzhou beverage market is indeed divided into two parts: Wahaha and rob.

Offline customers are also somewhat less satisfied with their customers' satisfaction.

In order to satisfy the development requirement of large brands without gap coverage, they are forced to make use of their respective networks to sell their products.

At present, apart from Wahaha and Robert's cooperation with the beverage category, the two have a better cooperation background in other product areas.

With the above firsthand information, and with the trust and support of high boss, I have the courage to work out the following specific solutions:

First, call Wah haha customer manager to call Shen boss.

My reason is that I want to express my respect for Shen boss and show Wahaha's big business demeanour.

At the same time, it can bring high boss's sympathy for Shen boss.

It will lay a good foundation for further cooperation and dynamic control of competing products.

Two, invite the salesmen in the name of the trade to dinner.

Based on the mutual learning among peers, the status quo of the industry is analyzed so as to make sure that Wahaha and Bais are in the national market.

Affirming the other person's personal ability and revealing to him that Wahaha is now digging up two Yue, Kang, Tong and all of them to be entrusted with heavy responsibilities.

Three. Visit Shen boss's customers on the basis of market research.

On the one hand, this will reduce the sensitivity of Shen boss, and on the other hand, establish a Wahaha professional side among the other customers.

Hidden behind the real purpose is to frequent visits, enhance customer sentiment, to achieve the ultimate goal of cooperation.

After the plan was worked out, I did not hesitate to put it into practice at the first time.

The first step is to visit Shen boss first.

Surprisingly, the contrast between Shen boss and Gao boss is so great.

A thin cheek, tall, like a senior high school student who is slightly weak in the face of examination pressure.

As I expected, Shen boss was somewhat surprised by my sudden visit.

It's tobacco and tea.

On the contrary, I was flattered.

After a lot of cold talk, I used the professional knowledge that I have already prepared in the sales and marketing market, plus the professional terminology deliberately practiced, and made a show of it to him.

This trick really surprised me. Shen boss talked with me for two hours with great interest.

Unwittingly noon