Five Guidelines For Distributor Distribution

Open your eyes and see yourself first.

First, let's share a real case first.

In May 2002, the sixteenth Guangdong fair was bustling with excitement. Mr. Wang from Liaoning first attended such a grand gathering.

Being his own boss is Mr. Wang's dream for half a lifetime.

I heard people say that cosmetics make good money, small profits and low risks, so he came to the "Beauty Expo" with one hundred thousand yuan in his pocket.

At every booth, exhibitors try their best to recommend products to him, and every family says their products are the best.

In the end, he found it difficult to know which product to choose, but he thought everyone was good.

In fact, this phenomenon can be seen in every trade fair.

If the operator wants to successfully represent a good product, he may first check himself and make an objective assessment.

1, is there enough capital and manpower?

2, do you get support from your family or friends?

3, is it wholeheartedly committed to running the business itself?

4. Do you have good interpersonal communication skills?

5, is it independent?

6, do you have a thorough understanding of distribution products and franchise?

7. Are you willing to accept the operation system, rules and regulations of manufacturers?

8, is there any idea of sharing interests with manufacturers (companies)?

9, do we regard joining as a career or as investment or speculation?

10, is there any ambition and unwilling to give up without success?

11, have you seen the development prospects and value of this industry?

12, is there any plan and preparation for failure?

13, is the market showing saturation or the possibility of future expansion?

Blind investigation, reduce blindness

In order to make a detailed and thorough investigation, such as the history of the cosmetics company, the current situation and future prospects, the market situation, positioning, technical content, specification, management, training, procurement and distribution of the products should be carefully understood and evaluated objectively.

It is best to select one or two franchises in their system, and to have a clear understanding of their operation, market competition and consumer response.

As the saying goes, "women are afraid of marrying the wrong man, and men are afraid of entering the wrong line", and choosing the best and most suitable chain franchise system is what you need to know in detail.

Not to be confused by the "scenery" in front of us.

1, many products are not necessarily good.

Many companies are always trying to flaunt their products. At this year's fair, some enterprises have two booths. Some of the products they display are products that have been eliminated in the market, and some are just ready to develop.

This phenomenon of throwing fish hooks to catch big fish is especially common in the cosmetics industry.

At present, the cosmetics industry can really make efforts to make a brand of a handful of enterprises. Many small and medium enterprises have amazing speed of changing their products. Often, products can not be sold in the market for 35 months, so they have to re register the new trademarks.

2, high turnover does not guarantee quality and interests.

Quality and interest can not be replaced by turnover.

High turnover may be caused by some changes in the market, or by dumping at low prices.

Nowadays, many cosmetics in China are seeking to increase the turnover continuously, and constantly push the low quality products to the market, relying on cheap to grab the market, and even consumers complain about this. The products are more frequent in the market.

3, having many stores is not necessarily a gigantic empire.

Having many stores is a capital and flaunt topic that many companies have always been proud of.

It is not necessary to be convinced by this illusion. It is necessary to match the success rate of the company's opening shop and the business performance of a single store to decide whether it is successful or not.

Of course, the company's continuous R & D and innovation capabilities can not be ignored.

4, advertising has not sold on behalf of products.

At this fair, a number of companies are holding magazines, telling every patronage of the attendees, "we advertise".

Other enterprises have bought piles of newspapers with their advertisements, accompanied by product leaflets, and even some companies have advertised them as saying: "we have the strength, the advertising is done, and the products are selling well."

Advertising plays an important role in the sale of products, but it exaggerates its role too much.

5. Owning an operation manual is not always a success.

Hunan XXX Cosmetics Co., Ltd. even set up a new way to put the operation manual, training manual, management manual and so on in the exhibition hall's important position, and the tape was closely stained, so that people seemed to have the secret of success.

At last, no one had the chance to open up and watch carefully, but many operators signed the name on the contract.

To tell the truth, I really sweat for them.

If there's really no secret in that clip, do you dare to sign?

Experiencing products as consumers' identity

Turn yourself into a real consumer, according to what Peter Dulac, a management guru, said, "customers buy not goods, but a need" to conduct a comprehensive screening.

1, is the product value too expensive, higher than similar products?

2, does the product quality pass?

3, is the product function convincing, is it shorter than similar products?

4, did anyone complain before?

Are there any consumer complaints records?

5, sales, once there is a problem, whether the manufacturers rushed to get rid of it?

6, is the staffing capacity adequate?

Is it clear about product explanation and demonstration?

7, I am anxious to buy a large number of products, can it be in stock?

8, product packaging design whether clearance?

Do I commit myself?

9, is the company's reputation good?

Will there be any influence on users' confidence?

If you can check professionally, it will be better.

1, product marketing so far, whether there is no difference advertising strategy.

No difference advertising strategy can focus on funds to promote "a statement", that is, the so-called "selling point", so that products can be quickly recognized by consumers, in a clear appeal, let people have a strong memory.

For example, the concept of "to declare war on pigmentation, to wash away the injustice" was introduced by "the company", and the brand image of "discovery and freckle expert in internal and external treatment" launched by "beauty time" was achieved by adopting the strategy of undifferentiated advertising.

Ogilvy, the advertising master, said, "many good advertisements have been left in the cold palace before losing the effectiveness of advertisements."

If a product adopts this strategy, you will save a lot of effort.

2, does the company have a good marketing plan?

The problem of blind expansion of many products has been echoed for some time, but not for long.

Sales are mainly unplanned, making good products premature and soon disappear in the market.

Therefore, the product listing plan must be well planned and proper. There must be a set of feasible plans in terms of sales plan, cost budget, public activity plan, distribution budget, payment plan, advertising plan, promotion plan and market expansion plan. According to the original principles of target management, the project management plan is set up, and the implementation, supervision and evaluation of each plan are strictly and scientifically managed, so as to ensure the smooth completion of each project.

When communicating with enterprises, it is difficult to grasp all of these things and implicitly and indirectly understand them.

3, has a distinctive service system been established?

First of all, look at the service provided by the enterprises to the distributors, including timely delivery, replenishment, helping dealers to promote sales, timely communication with distributors, and timely handling of substandard products. This is the foundation of the service system.

Secondly, more important is the service to consumers, whether a special person is responsible for the acceptance and handling of complaints, and whether a consultation hotline should be set up.

According to an American survey, a dissatisfied customer will tell his complaints to 8 to 10 people on average. If customers complain well, they will buy 70%, while 30% of the customers will turn to him if they think they have made the remedial measures perfect.

It is necessary to "be a gentleman first."

From the choice to the decision, it seems that the work has been completed, but in the end, don't forget that the terms of the cooperation contract are the last step.

If the contract is filtered word by word, we can determine the rights and interests that may be enjoyed after joining the sale, so as to avoid future disputes.

In addition, the rights that the operator should pay attention to include: capital, margin, franchise contract, business circle agreement, hardware planning and investment, education and training, management system, auditing and counselling, annual plan and cost sharing, and other special agreements, guarantee clauses and so on.