Choosing A Series Of Factors That Agents Should Take

Enterprises choose regional agents, in the contractual relationship, it is clear that the product or business in a certain region of the market operation fully entrusted to him, including the regional sales operation brought about by the exclusive channel interests.

Although most of the agency contracts are always combined with the management of marketing behavior and index management, it is necessary to decide whether to adjust and replace the agents through the assessment of agents. The upstream enterprises have the right to choose the agents to some extent. But after a period of cooperation, it is found that the agents are not suitable.

On the one hand, it will delay the time and lose the good market opportunities. On the other hand, it will also cause the loss of the sales interests of the enterprises.

And in the process of breaking up with agents, because of the inextricable links established in business cooperation, a sudden cut off will also cause many ingrudges, many negative effects sometimes have a long duration.

Therefore, in order to achieve a strong market operation in order to avoid losses and risks caused by channel changes, enterprises must act cautiously in the choice and accuracy of agents.

Some enterprises choose agents to simplify, do not make comprehensive evaluation and consideration for agents, but control through a simple risk indicator, such as whether agents are willing to accept the so-called initial purchase conditions, and whether they are willing to express their sincerity in other forms.

So, to meet the requirements of such agents, the upstream enterprises will look at each other immediately, and think that this agent must be no problem. It must be a good channel partner. Why?

Because he is sincere and wants to do it, because he is willing to take risks and be under pressure.

With these, the most important foundation for mutual cooperation is.

In fact, there may be some agents who will have good prospects for cooperation in the future. We can not be partial. But we can not deny that there will be some impulsiveness and lack of a comprehensive foundation for cooperation. They are attracted by certain factors in the promotion and promotion of upstream enterprises, which at the same time stimulate the interest of their agents, but on the one hand, they do not have a clear understanding of whether they have long-term and benign foundation for agency cooperation, and on the other hand, they will lack clear judgement on the situation of upstream enterprises.

In the process of agent investment, we can not expect that the majority of the intention agents can rationally decide whether to undertake the agency, plus the promotion and promotion that is more or less water for the upstream enterprises, there will inevitably be a group of agents who are impulsive or based on their purpose.

For the upstream enterprises, the mentality and behavior of the other party can not be controlled or controlled in the process of investment. However, based on the long-term market consideration, the promotion of investment promotion can not be avoided, but we must make good use of the investment option.

In the operation of investment promotion, it is necessary to choose the right agents, and investment is essential.

The premise is that enterprises must first have a scientific and systematic way of agency planning, that is, a clear and systematic demand for agents, and the inventory process is only a channel planning strategy.

Investment inventory is the basic work to ensure that the agent can really meet the requirements of the marketing operation of the enterprise and whether it meets the requirements of the channel planning. This work is done well to guarantee the establishment of the agent channel system from the qualitative aspect.

Selecting agents can take inventory from the following aspects to determine whether they meet the investment requirements:

1. Is the sales direction consistent?

The distributor must ensure that the sales direction of its traditional products can be consistent with the sales direction of the principal agent, so that the marketing resources of the other party can be fully integrated.

Because in the cooperation of agents, the most important point is to integrate distribution channel resources, customer relationship and sales opportunity resources. If the sales direction is not consistent, the meaning of integrating resources will no longer exist.

Although it is not simply relying on the resources of agents to carry out distribution or natural sales, it is expected that agents can have an active marketing behavior after taking the agency, but eventually they do not want agents to start from scratch. This will take time and delay the opportunity for upstream enterprises to enter the market.

For sales orientation, it is necessary to find a new product from the market distribution channel, and pay attention to the consistency of sales direction when choosing agents.

In this way, we can quickly integrate the product resources superiority of the upstream enterprises and the regional marketing resources superiority of the downstream agents, so as to realize the cooperative division of marketing agency system on the basis of complementary advantages and strong combination.

Two, whether the sale of products conflict?

Many businesses, because of the historical continuity of their operations, must have their traditional products. These products are difficult to be changed either in their own brand or in the marketing category. They must be recognized when evaluating investment.

When choosing agents, we have to consider the problem of traditional distribution of product lines, carefully analyze the composition of their product lines, and see if there are conflicts with investment products.

For conflicting or similar products, we do not simply reject them. We need to objectively analyze the impact of this situation on the agents of investment promotion products, and what is the pros and cons of them.

Based on the characteristics and selling points of each enterprise's products, sometimes it can make a good combination of agents, but it can effectively save the cost sharing of agents, promote the active marketing operation of agents, and achieve professional integrated sales. If this is the case, there is a positive side for new product listing.

For example, a super terminal oil supplier of an operator has originally represented many kinds of oil products, but because of the scientific combination of the product line consciously, the agent has formed a strong professional high-end oil and special oil products. The homogenization of the products is rather weak, and the product line enriches and strengthens the bargaining chips of the business super entry. It can win more favorable entry conditions. Besides, it also shows a great cost advantage in sales, especially in sales promotion.

The sales form of Shang Chao stores, in the light of the different characteristics and selling points of similar products, has given different choices to customers. It is a passive sale with a certain meaning. The sale conflicts of products will not be uploaded at the terminals, and agents will also be difficult to control.

This form of sales makes it possible for similar products to coexist.

But sometimes this is not the case, because some products have obvious exclusiveness in a certain market, such exclusiveness includes product level, including brand level.

And the sales mode based on agents will also lead to biased sales behavior, which makes the upstream enterprises full of misgivings, and the agents can not achieve effective balance.

For example, the hotel room telephone, several competing enterprises all have the development design according to the differentiated demand of the hotel. The product line planning has fully taken care of the needs of high and low end needs, and the homogenization of technology and function is also quite serious.

Moreover, the product sales behavior is the direct selling behavior for the group customers. The agent is particularly obvious. It is unavoidable to consider the interests for the sake of interests. In this case, the conflict of the product itself and the conflict of sales behavior make the synchronous proxy of the same products impossible.

If an agent can carry out a scientific product integration and the sales mode will not cause any conflict, similar products may become the advantages of the agent, which can be regarded as a suitable condition at this point.

On the contrary, we must choose to give up.

Three. Is the business model suitable

It is also a very important consideration whether the business mode, especially the marketing mode, is consistent with the requirements of the product market operation.

Marketing mode is not suitable, will inevitably lead to marketing inaccuracy, sales power is not strong, once chosen, the two sides may also produce huge irreconcilable differences in specific marketing behavior.

Since dealers' own business models have been adjusted for many years, it is a relatively stable mode based on their business foundation. If they want to adjust their products for a certain agent, they will face great risks.

Therefore, when choosing agents, we can not do without checking, do not want to change it, and recognize this reality. Even if agents are willing to change, the risk of changing the business mode will be pferred to the upstream enterprises through this agency relationship sooner or later.

For example, a group of small household electrical appliances for sale, the product positioning in the high-end stage, combined with the customer's purchase mode analysis, will inevitably implement the initiative sales behavior, the general mode is direct sales.

It should also be supplemented by a combination of marketing operations, including publicity and promotion, and public relations operation.

But a businessman wants to undertake agency, but his business mode is shop type sales, while store type sales mainly adapt to the sale of low-end products, including direct purchase part and wholesale distribution mode.

For publicity, public relations and other operations, it is more difficult to start.

Group customers who choose high-end products have no need to shop in stores because of the large number of suppliers' active service and strong product information integration capability.

Moreover, most of the channels to accept information come from professional media or public relations operation.

In this case, the business mode of the business, or the narrow sense of marketing mode, is not only difficult to involve the high-end demand customers in the shop type distribution mode, but its too single marketing behavior also hinders the regional market operation of such products.

It can be seen that for such products, the merchant is not a suitable agent option.

Four. The position of this product in the proportion of business.

Many enterprises didn't suddenly find out that their products were only a supporting role in the agency, occupying a very small proportion, sometimes even becoming a product line for agents to enrich their products.

In such a situation, no matter how strong the agent is and how rich the resources are, the regional marketing of new products is difficult to achieve.

Because this product is too weak for agents, sometimes it is often ignored by agents.

In the integration of product lines, agents are bound to be restricted by the interest mechanism. Generally, they will concentrate their main energy and resources on the dominant profitable products. If new products enter the agent to sell product lines, they will be in a very weak position, and their sales will be weakened or abandoned.

In addition, before the new product is added, the dealer's own business history has already precipitated certain product lines, many of which are the most important source of profit. In the new and old comparison, new products are difficult to occupy the dominant position due to the uncertainty of the risk factors.

The attitude of agents to obtain product agents is sometimes very simple, that is, increasing profit points, enriching product lines, and grasping possible market opportunities.

In order to undertake the agency, agents will have some good promises which are hard to fulfill or refuse to fulfill after the contract, which has blinded the eyes of the upstream enterprises.

Therefore, in the process of new product investment, we must have a thorough understanding of the product structure of the agent's historical operation, analyze it scientifically, and communicate with and communicate with the agent on this issue so as to avoid any mistakes.

If through analysis and demonstration and sincere discussions with agents, it is found that new products entering the market can not occupy a more important position in the product line structure of agents.

As to how to discuss