Dealer Investment And Maintenance

After nearly ten years of enterprise marketing consultation, we have come back to find a "rule": almost all experts' consultation results seem to be bad for the "capable person" inside the enterprise.

For the "dealer project", successful projects also seem to reduce the importance of the following business systems of the sales director.

It seems that one of the keys to the success of the consulting project is how to persuade the boss to leave the "business backbone", break through their resistance and adopt scientific tools and technologies to plan marketing, manage marketing and control marketing, so that your business will develop faster.

We need to buy a 48000 yuan ticket before we can hear Dong Mingzhu, President of GREE air conditioner, disclose many secrets of GREE becoming the most profitable household appliance enterprise in China. One of them is to destroy those so-called "biggest customers".

After a boss has to pay a higher price, he can understand some key secrets of the sustainable development of enterprises. One of them is to destroy those so-called "capable people", and establish a scientific "system" in a scientific way to stabilize the market.

In the field of "dealer" which seems to be the most important "dealer building", the personal feelings of "able man" and dealers, the ability of negotiation of "capable people" and the ability to flicker are not as important as the boss imagines.

1, bosses do not care about channel strategy, do not care about their own investment resources and capabilities, only care about how many dealers they know; who knows who knows more dealers, who will be able to earn money for him; in fact, it is not difficult to get to know the main distributors of all cities in all industries; the difficulty is mutual recognition and mutual value creation.

2, once the progress of investment is not satisfactory, or the quality of the channel is poor, or the dealer will be lost, the sales director will be blamed for being "incompetent because of the sales director"; therefore, the director of sales will continue to be replaced and the director of sales will continue to be raised; the sales director of some enterprises will have an annual salary of 500 thousand; the higher the salary and the greater the disappointment, the unaware of the responsibilities, abilities and connections of the director of sales is not fundamental.

3, for the relationship with dealers, mistakenly think that there is no technical content, "dealers are very simple, nothing is mercenary."

As a matter of fact, the demand of dealers is very complicated, which is subject to various external factors such as resources, abilities and wishes of dealers.

4, business performance is excellent, mistaken for the role of sales director;

Almost all private enterprises are the sales director, who leads the marketing director or the marketing director; some enterprises set up marketing director to manage the sales director and the marketing director; and the marketing director is actually the sales director; as little as I know, the marketing director is the marketing director, and the English editor is CMO; the sales director (or the name of the marketing director) leads the marketing director (in fact, the marketing director) is all short-term behavior; the channels of these enterprises are all going to happen sooner or later.

1, "marketer" support system

The inventor is one of the three "outstanding professors" in the US market, a famous professor at Kellogg Business School of Northwestern University, partner of Kotler consulting company, and Louis W Stern, the highest authority in world channel studies.

It helps customers establish a system: planning strategic capabilities with the core of "channel influence"; promoting and assisting distributors in addition to traditional logistics and distribution functions, and using their regional advantages to help manufacturers do some brand promotion and brand maintenance; that is, commercial companies pform from "distributors", "agents" and "distributors" to "marketing services, marketing support providers";

Some of the original Brand Company made the unique advantages of the dealer company, reducing the total cost of both sides and improving the efficiency of both sides.

A successful example of the "marketer support" system in China is the the Great Wall wine company in Yantai, Shandong. It prompts the distributors of Yantai the Great Wall wine company to support manufacturers in terms of funds, so that the profit margins of Yantai the Great Wall dealers are far higher than those of other wine brand dealers, so that the profits of Yantai's first opening enterprises will be as high as 28%, and sales will quickly enter the top five of the whole country; the performance will far exceed all the brands launched at the same time.

Du Jianjun and Ceng Xiangwen, senior consultants of Kotler consulting company in China, are assisters of the the Great Wall marketer project in Yantai.

2, enterprise chain competition system

Invented by Philip Kotler, the father of modern marketing.

Philip Kotler believes that the competition between enterprises and enterprises is virtually non-existent. The current market competition is actually the competition between the enterprise chain and the enterprise chain. Therefore, every enterprise within the enterprise chain can "seamlessly" in the aspects of sales information, material flow cost, warehousing cost, staff performance evaluation and promotion planning, just like an enterprise.

Philip Kotler developed a series of support systems such as "reverse marketing", "database marketing", "customized marketing" and "supply chain marketing" to support the "enterprise chain marketing"; Philip Kotler personally helped build the "Procter & Gamble WAL-MART" enterprise chain; "Pepsi Cola - Kentucky" and "Coca-Cola sell for labor" are also well-known enterprise chains.

The enterprise chain of Chinese enterprises is GREE air conditioner: manufacturers and regional commercial companies jointly contribute to the establishment of joint ventures to serve local terminals and consumers. GREE's enterprise chain competition system makes GREE the most profitable enterprise in air conditioning and even the entire household appliance industry.

3, channelized brand

Zeng Xiang Wen, Deputy Secretary General of China Marketing Association and senior consultant of Kotler consulting company, has been developing in many mid-range liquor enterprises for a long time.

Manufacturers, brand operators and distributors, in order to make the other party know themselves, recognize themselves and treat themselves well, invest a lot of money and manpower, these are "paction costs"; through the "channel brand" planning, we can enhance the appeal of industrial enterprises to the entire channel, enhance the confidence of the business companies, increase bargaining chips, thereby reducing the "paction costs".

The content of channel brand includes enterprise value, such as the successful experience of investors, business style, personality charm, moral character and so on. Corporate culture norms include the values of enterprises, partners, consumers, and society.

It also includes enterprise image packaging, including investment and management team packaging; the packaging of enterprise grass-roots team, such as quality, technology, profitability, strength and so on.

Through the systematic "channel oriented brand value refinement, brand image planning" and the detailed specification of communication, the difficulty of investment is reduced, the incentive cost of dealers is reduced, the cost of capital is reduced, and the losses caused by mutual prevention and mutual calculation are reduced.

That is to say, before winning a war, we should be more aggressive than others.

4. Distributor collaboration system

There are many such systems, and the most representative one is Procter & Gamble, a set of management tools that have great impact on the fast moving consumer goods industry, which is developed by both manufacturers.

Include:

(1) Distributor Business System is the world's first management and purchase and sale system established by manufacturers to help distributors. It improves the dealer's management level and improves the efficiency of both sides.

(2) IDS (integrated Business System) is also called integrated marketing pformation plan; P & G helps dealers to carry out the pformation of P & G.

The two sides are fully connected from personnel standards to small truck standards.

In this way, P & G and distributors can easily reach a consensus on the problems they face. Even if there are conflicts, the managers of both sides are easy to communicate and solve.

P & G marketing, sales, finance, technology and other departments constitute an inter departmental working group to diagnose dealers, identify problems and deficiencies in their management, and work out plans to meet the requirements of P & G standards.

The dealer reformed itself according to the plan, and the IDS group provided various support.

(3) Efficient Distributor Replenishment: a fast response system for logistics.

(4) office system: reform the sales department to the customer business development department (CBD), make clear that the main task of the business department is to serve the distributors; establish sales organizations according to the channel form, so that the channel staff can concentrate their efforts on the operation of the channel, become the marketing expert of "Gu" type, "the dealer is the office", and the regional managers are in the office of the distributors, ensuring the information is timely and symmetrical;

(5) Distributor Business Funding: 1.5% of each order as a distributor support for distributors, controlled by Procter & Gamble, supports the following sales activities: the wages and travel expenses of the sales representatives, the promotions of distributors, and the communication costs of distributors; as long as they do not exceed the cost and are exclusively used for the above three purposes, P & G companies are reimbursed according to the cost reports;

(6) communication system: including the training system of distributors, business operators, OGSM communication of distributors, management, communication over a year or more on goals, objectives, strategies and implementation, helping manufacturers to reduce differences and differences between distributors and achieving a win-win situation; Business Review (quarterly, quarterly, annual, comprehensive review, finding opportunities and obstacles for business development, re planning and planning, and achieving breakthroughs);

(7) B2B system: information system involved in commercial companies (such as WAL-MART); when the manufacturer enters the password, the location of his product can be monitored in time: in the dealer storehouse or terminal shelf, or has been sold out.

It is convenient for manufacturers to provide replenishment, new product development and other services for dealers.