The 11 Category Of Successful Dealers

After more than 20 years of baptism in the market, a large number of excellent distributors have been born in China.

At this point, C2CC recommends the following 11 types of distributors to enterprises:

    1、受到同行尊敬的經(jīng)銷商

Case study:

When a famous brand salesperson develops dealers in the market, first of all, look at the terminal: which product has the highest rate of distribution in the local market? The best way to do it is vividly. After finding this product, the salesperson asks the terminal operator: who is the product from whom? How satisfied are you with their service? If everyone has a good impression of the distributor, the salesperson will go directly to this dealer: agent our products!

    2、在區(qū)域里擁有壟斷實力的經(jīng)銷商

At present, a number of powerful dealers are emerging in the market, monopolized the local market resources.

This is the distributor that businesses have to find.

Monopoly dealers are divided into the following types:

(1) market monopoly.

Dealers in the local market have a sound network, strong promotion ability and a high market share.

A cosmetics dealer in Linfen, Shanxi, said, "what cosmetics do I sell in Linfen and what cosmetics sell well?"

The reason is that he monopolizes more than 60% of the cosmetics business there.

(2) category monopoly.

Dealers monopolize the majority of brands in a particular market in the local market.

A condiment dealer in some place monopolizes the shelf of over 70% condiments.

(3) channel (terminal) monopoly.

Dealers have absolute advantages in some channels (terminals) and occupy a large share.

A wine dealer in some place monopolizes more than 80% of local night market sales.

(4) promotion monopoly.

Some dealers buy out the promotion rights of terminals.

Without such distributors, you will not be able to carry out promotional activities at these terminals.

3. Distributors who can provide good services to downstream customers.

Service not only refers to sales service, but more importantly, guidance service.

The common characteristics of these distributors are: advanced management consciousness and strong management ability.

When they cooperate with downstream customers, they can provide guidance, training and ideas for them, so that downstream customers can keep pace with the development of manufacturers and become the spiritual leaders of downstream customers.

This will greatly improve the quality of the network and help channel development.

For example, Pei Xiaosheng, chairman of Henan fragrance Food Co., Ltd. relies on consultant service to make downstream customers loyal to him.

He first guided the idea of wholesalers.

He said: "the road that the general distributor has gone through is the road that the two batch of merchants has not gone through. Therefore, the general distributor has the responsibility to point out which direction to the two batch of dealers."

Therefore, when he visited clients, he instilled new marketing ideas into them, helping the downstream customers to make new year's development goals every year.

Manage customers with five technologies:

(1) Branding: arm wholesalers with brand names.

Some wholesalers don't have brand awareness, what products they sell, what they sell, what products they sell at a low price, and what products sell vigorously.

When Pei visited every wholesale household, he persuaded wholesalers to promote their brand development through communication.

(2) specialization: assisting downstream customers in product brand integration and making good brand combinations, including identifying the products of main products, profitable products, image products and attacking competitors, so that the brand of dealers can play a role of plus or more than two.

(3) personalization: Pei believes that every downstream customer has his own short board, and then conducts targeted guidance according to the specific circumstances of each customer.

(4) Humanization: providing personalized and personalized services to customers and making friends with them.

(5) knowledge: Pei believes that the two batch of merchants should play the role of "five officers" (tally workers, deliverers, propagandists, salesmen, administrators), and then carry out targeted training.

The dealer operates the product, and the sale is the service.

Distributor's sales network is the manufacturer's sales network, dealers can not cultivate the loyalty of downstream customers through service, then the network built by manufacturers can not withstand the test of the market.

    4、能夠提供策略性意見的經(jīng)銷商

The common characteristics of these distributors are: rich experience in market operation, familiarity with local market conditions, consumer characteristics, channels and competing products. They can put forward a practical promotion plan for our products.

A company's sales manager cautions salesmen: if the dealer you find has no strength, but there are ideas, we can support him to develop.

Conversely, if a distributor has the strength but no way of thinking, it is to give him more support, and it is difficult for him to sell our products well.

    5、市場拓展能力強(qiáng)的經(jīng)銷商

Dealers have a strong sales team and have strong execution capability.

    6、擁有網(wǎng)絡(luò)優(yōu)勢的經(jīng)銷商

Dealers have special advantages in a channel that we are ready to enter.

For example, the the Yanghe River liquor industry cuts into the market with group buying. Therefore, they choose the dealer's standard, do not look at the strength, only look at their social resources.

    7、選擇行業(yè)內(nèi)最大競爭對手的經(jīng)銷商

Sun Tzu's art of war says: to coincides with Clipsal.

Many enterprises are looking for the best competitors in the industry by developing distributors.

There are several cases of selecting competing distributors:

(1) find the distributor of the largest or well established competitor in the industry.

If suoft cosmetics enter the market, the company's slogan is: follow Procter & Gamble's access.

When the Liuyang river was developing dealers in the year, it first chose Jinliufu dealers.

(2) receiving dealers who have been abandoned due to changes in strategy of competitors.

In 1999, Kangshifu instant noodle introduced the intensive farming scheme and abolished the distribution rights of large distributors. The Hualong group took the opportunity to receive its network.

There are many similar cases.

(3) dealers who are dissatisfied with competing products, services, ideas or strategies.

For example, in the Henan market, Jiajia sauce can be promoted successfully in a short time. In addition to the market operation of Gaga, another important reason is the strong management of soy sauce first brand soy sauce to dealers in Henan market, which caused great dissatisfaction among dealers and turned to gaga.

    8、由大公司銷售人員出身的經(jīng)銷商

This is the new type of distributor in the business world.

These dealers are excellent dealers.

On the one hand, they have received training in modern marketing concepts and methods in large companies, and have strong management capabilities. Two, they are from factories and know the requirements of manufacturers to distributors. Therefore, they can well cooperate with manufacturers.

    9、有潛力的大二批商，尤其是競品的大二批商。

    10、新生代經(jīng)銷商。30歲左右的年輕經(jīng)銷商，他們共同的特點是觀念新穎、善于學(xué)習(xí)、開拓能力強(qiáng)、追求成功。如啤酒行業(yè)崛起的黑馬維雪啤酒在開發(fā)經(jīng)銷商時，就找年輕經(jīng)銷商。

    11、跨行業(yè)有實力的單位和個人

Wang Laoji's herbal tea encountered great resistance when it was popularized throughout the country. A real estate businessman in Wenzhou sold it in hot pot restaurants and seafood restaurants to play and satisfy consumers' special fire fighting effect in special channels. As a result, the performance has been significantly improved, which has made a model and demonstration effect for Wang Laoji to move towards the whole country.

When Procter & Gamble recently adjusted its dealers, many of the new dealers developed in the past were real estate or other industries.

One hundred years old wine chose this type of dealer in the year to achieve better results.

This kind of distributor is taken seriously by enterprises today. Even famous liquor such as Wuliangye and Moutai have begun to regard such dealers as the focus of development and selection.

Such dealers have no experience in this field, but they are successful in other areas and have strong strength.

An old saying "interlacing is not reasonable", and today, the successful experience of the industry often limits people's thinking.

Cross industry operators, who do not have the frame of experience in the industry, are more likely to succeed.