How To Make Good Use Of The Front-Line Business Agents?

A few days ago, I bought an electrical appliance in a shopping mall. Just a salesman and a salesman of the factory came to see the factory. The manager of the factory saw that there was a bit of confusion in the test machine. The first thing was that his face was angry and his voice was dissatisfied. He did not ask the white soap of the green soap, he said, "how did it happen?"

It's a bad thing to do. How can we sell our products? "

I couldn't help smiling. I didn't choose this brand product.

This kind of scene is not uncommon at work at ordinary times.

The results of subordinates are often varied, far from the ideal requirements of their superiors, and sometimes even poles apart.

If it is a direct leader, it should also instruct the sharpening staff after knowing the situation after the customer has left.

Moreover, as a manufacturer's business manager, he has no right to directly manage dealer promoters. He should pay more attention to his words and deeds.

There may be many reasons for such a result, but it should not strike the promoters on the spot, leaving a shadow in the salesperson's mind.

Affect their sales enthusiasm.

Even the slander of the company's products.

Generally, there are mainly two forms of terminal control with agents: one is that manufacturers directly send salesmen to some large terminals, and agents are only responsible for logistics and payment, and the manufacturers are responsible for sales. This mode has higher requirements for brand, image, management and personnel, which can easily lead to unfavorable situations such as high development cost, uncontrolled personnel management, and increased risk of accounts receivable. Some well-known brands adopt the practice, and the other is directly controlled by agents. The manufacturers are only responsible for supply and marketing, because they can quickly start the market and form a sales network, reduce or avoid early market development input, and realize quick return of funds. This is a pattern that some manufacturers are not powerful enough and lack of funds to reduce risks. In the era of winning the terminal and winning the terminal, manufacturers attach great importance to the terminal and maximize the terminal benefits.

In order to enrich their product lines and occupy high, medium and low-grade consumer groups, the agents share the cost of goods entering the stores to maximize profits. Similar products will usually be represented by several manufacturers (except big brands that do not allow manufacturers to compete). Agents generally look at whose profits are high, sales are large and support is strong.

The control over the agents is not large, and the promotion is mainly promoted by the salesmen and promoters of the agents. Only when the products are won in the internal competition of the agents can they cope with the external pressure. The resources of manpower, material resources and financial resources of the agents are the key. The author, taking the business personnel of the agents as an example, briefly talks about how to deal with some problems that need to be paid attention to in the management and management process of the agents, so as to exchange for the colleagues in the market.

The relationship between manufacturers and agents:

1, interest: there is no employment relationship between the manufacturer and the agent.

Agents are usually recruited by agents, trained according to the corporate culture of the agents, and are paid at the agents. Of course, they are only responsible for the agents, mainly completing the tasks assigned by the boss, regardless of the sales volume of any brand, which is not affiliated to the manufacturers, and is difficult to manage.

2, responsibility: there is no employment relationship between the agent and the manufacturer, nor is it paid by the manufacturer, so it can not be responsible to the manufacturer. There is no sense of responsibility for the manufacturer. When the sales volume of the brand is down, it will not look for its own reasons, as long as it does not affect the overall sales volume. It is said that the manufacturer's product is not high or the price is too high, which makes the manufacturer's judgment of the market wrong.

3, loyalty: agents are loyal to agents. They are responsible for sales of many brand products. They will not be loyal to manufacturers' brands. When consumers choose products, they will generally recommend products according to the needs of consumers. They will not deliberately guide consumers. They will not actively promote products without brands and price advantages.

However, because of the extensive management of agents, such as emphasizing incentives and punishments, neglecting quantitative management, vague career development plans, lack of good training mechanism and excellent corporate culture, it is more difficult to manage daily business.

In daily management, there is no direct relationship between manufacturers, it is very difficult for them to manage them. In the implementation of the promotion plan, there will often be distortion, which makes many programs difficult to carry out.

The management of the manufacturer concentrates too much attention on achieving the goals and results of the work. When agents fail to complete the task, they find the agent theory directly, require agents to promote sales, strengthen sales training, and increase sales pressure of salesmen.

Without understanding the real reasons for not completing the task, such as: whether the product is suitable for the needs of consumers, whether the price is higher than the competitors, whether the promotion is effective, whether the brand publicity is right, the quality is recognized or not is the main reason that restricts the poor sales of products. Of course, the main reasons are the unfamiliarity with the products, the unskilled sales skills, and the enthusiasm to promote the products.

But the factory personnel do not ask the indiscriminate knowledge that the agent business personnel are not aware of the product knowledge and marketing skills, so the agent business personnel "stuffing" type training.

In the course of training, the trainers of factories often wish to say that their products and sales skills are the best in the world, and they are not really rational enough to analyze the advantages and disadvantages of their products. Local consumption habits, the market share of products, and the situation of competitive brands are basically the same as those of the competitors. The theory makes the business agents of the agents not improve any more, and even more and more resist the manufacturers' personnel, thus evolving into the negativity of product sales.

When the agent and manufacturer do not have the relationship of "responsibility, right and profit", how to manage the business personnel of the agent mainly include 2 aspects: hard and soft.

1, use training

Training can quickly improve the understanding of agents' knowledge of products, and the difference between people is very great. Not everyone is suitable for a particular job.

According to the requirements of the post, choosing the right person and training will make the work more smoothly.

Targeted systematic training can enhance the professional quality of employees in the short term, and effectively improve their sales skills, marketing theory and mentality.

But now the training of manufacturers has also been homogenized. All "cram" training is boring products knowledge, sales skills and theory, training has produced fatigue, so that the agents generated resistance.

Before training, the dealers need to pay close attention to the problems, what they want to know and what they want to solve.

In the training of dealer salesmen, they know that apart from wanting to master some marketing skills, they also want to know the status of their products in the market and the details of their competitors, as well as some practical cases.

I also want to know some excellent corporate culture of the company.

Therefore, we should list the company's corporate culture and infect them with the corporate culture, so that the agents can feel the sense of pride and pride in the promotion of the company's products, and can show them at any time.

Only by establishing confidence in products and convincing manufacturers can they be willing to promote and guide consumers to achieve the ultimate goal of sales.

In the highly competitive hand watch industry, EBOHR watch has built up its own corporate culture, and has adopted consultant marketing to train agents, so that sales volume has jumped from the original tenth to second now.

2, profit:

A reasonable commission reward is the most direct way to improve sales performance, so that business people can more actively sell products, but also can motivate agents' business people.

Agents will choose product combinations when acting products, and will act as agents of several different grades. The salesperson thinks that whoever sells their products is the same. As long as the task is completed, their incomes will not be affected too much. Especially for the highly competitive retail terminals, consumers will only have to agree with their products, so they will not deliberately guide consumers to sell products of a certain manufacturer. How can the agents of the agents be willing to push the products of a certain manufacturer?

Manufacturers can give them additional sales commission is the most direct way, this method is familiar with, the most commonly used, but good and bad, how to use is worth careful consideration?

Many agents are not allowed to commission business personnel, so there is a certain degree of difficulty in operation, but it can be used in a flexible way, such as using a "black box" approach, usually communicate with business people to understand their needs, and then exchange the same amount of money for commercial goods to the business people's home, that is, to avoid being investigated by the company, and to meet the personal needs of the business personnel. At the same time, it avoids the simple close proximity of competitors and receives the effect of "one stone and three birds".

Let them actively promote and become the brand's broadcasters.

3, use love:

China is an individual society. On many occasions, "love" is more important than "law" and "reason".

The reason why many excellent salesmen are willing to follow their superiors and give up other salary in the long run is mainly due to their superiors' love for them.

Although there is no direct leadership and the relationship between the leaders of the manufacturers, if we can grasp the heart of the agents of the agents, the work done will be in place.

But the manufacturers generally only focus on high-level communication, communicate with general managers, finance and sales managers, and seldom communicate with front-line business people. But the most close to consumers is the front-line business people. They have mastered a lot of information, and have a clear grasp of the needs of consumers. Listening to their suggestions and opinions can better satisfy the needs of consumers, combat competitors and make effective promotions. Many manufacturers ignore the opinions and requirements put forward by agents, and waste a lot of information resources.

The factory staff should take a low profile and take the initiative to communicate with the agent business personnel, treat them as friends, establish effective communication mechanism with the agents of the agents, visit the retail terminal once a week, treat their problems seriously, solve their needs more, and even promote products at the retail terminal, so as to truly control the terminal.

If you have time, you can invite them to eat and eat. You can use the holiday business personnel to go out to HAPPY, or to give small souvenir gifts, which can attract business people to your side.

The first line business personnel of the agency are in touch with consumers. They often suffer from setbacks and setbacks. They are also the most grass-roots units in the company. If factory workers take the initiative to learn more about them and establish emotional communication, they will get more respect from them. You and the company will leave a good impression on their products.

In practice, more products will be promoted.

4, intentions:

For business people, career planning is very important. It is also important for the business people of an agent. Most of the business people are at the front line of work, tired by trivial matters, seldom planning their careers, and have no detailed goals for their future development.

On the basis of familiarity, you can have a heart to heart with them, share some good work experience with them, and make a short-term and long-term development direction for their characteristics. They can recommend some good books to show them, and tell them what they are good at now. If they want to achieve short-term and long-term goals, they should have those abilities, and learn from them, so that they can trust you more.

It helps individual outstanding business personnel to set up a good and positive image in the company, which can guide them to write some work experience, practical experience, work suggestions, etc., and promote their successful experience in the interior. After finishing some good experiences, they publish them in the internal journals of the manufacturer, and send the publications to the agents, that is, the business personnel can learn the company's culture, sales skills and management experience, and also enable excellent business people to get the chance to show their opportunities and establish their prestige within the company.

To recommend excellent business personnel directly to the top level leaders, they will treat you as a confidant, so you don't have to worry about the enthusiasm of sales.

Zeng Guofan set himself up as a "self reliant and self reliant person."