Dealer Selection And Dealer Management

Dealer selection is no longer an ordinary marketing link, but for the disk marketing strategy, dealer selection is an art.

Why do you say that?

Because dealers in the disk need to have many unique resources and strategic support capabilities, they are very different in thinking about the operation of large circulation products.

From experience, the demand for the dealer's own quality and resources may be even higher because of the one-to-one form of marketing and the market oriented consumption situation, dealers always remain in the focus of delicate communication and deep maintenance, while good consumer word of mouth is the lifeline of the central marketing strategy.

Dealers must be careful to care for consumers' tastes and psychological experience. Why do many of them not dare to change new products after establishing consumers' taste? Because they deeply understand that it is not easy to establish a universal acceptance and consumption environment in a regional market. The cost and risk of pushing new products to the market are too high for dealers.

The dealer needs to have distinctive channel and channel resources, including:

　　強(qiáng)勢(shì)的餐飲渠道與夜場(chǎng)渠道資源。

Because the plate is a typical special operation, strong catering channels and night market channels are essential for such dealers.

If there is a lack of resource accumulation in this area, the operation of the regional market will be very risky.

Some people would say that the current terminal resources can be purchased at a high cost, but objectively speaking, it is far from money to run such a channel resource. Therefore, the manufacturers who believe in money first are not successful. Basically, we never evade the importance of money in the operation of the market. But what is more important than money is the rich connections that maintain the healthy operation of the market.

If the demand for distributor of large circulation products may be merely executive power, it is a vital lifeline for dealers' contacts and strength.

The connections are very simple, because the products in the middle of the plate need to be eaten in two ways, the rules of the game are clear, the situation is controllable, and the size of things is smoothed out.

We sometimes earn money in geography, but in the middle of the plate, we sell liquor, that is, consumption of the market. We can not control the hands of consumers. But we need to control the business channel. The most important channel is some money that is difficult to settle. Therefore, under normal circumstances, we choose the best dealer in the market, and it is best to have a certain government and social background, which will bring great convenience to our smooth operation.

In particular, if a vulnerable brand makes a plate, if it can act as an agent with rich distributors, it can speed up the recognition of products in the local market.

The so-called strength is, of course, the funds, personnel, vehicles, warehouses and so on by the traditional dealers.

Strength is divided into soft power and hard power. Good local reputation and the identity of opinion leaders also play a decisive role in ensuring the success of the disk.

We must see that dealers with both strength and strength are always the object of competition among different businesses. How can vulnerable brands seize such a gold dealer with strong brands?

Interest is, of course, the biggest lever.

　　強(qiáng)大的經(jīng)營(yíng)助銷(xiāo)與市場(chǎng)維護(hù)團(tuán)隊(duì)。

They are able to make the hotel and night scene open to life in one place. These operators are basically local talents.

That is to say, the owners of such channels are typically not rich or expensive. They are not officials, or bandits. They are not "red" or "black". They deal with such channels, but do need distributors to have a good sales team and a market order maintenance team.

In dealings with many of these dealers, we find that dealers in many places have such or similar criminal record, but this does not affect them to do business with you in accordance with the rules of the market.

Maintaining an efficient platform for catering and nighttime product operation is sometimes a game rule that requires one thing to drop one thing.

The management and execution ability of dealers is an important index to judge how far the dealer can go.

Dealers who claim to be bad at management, do not care about management and disdain management will not have a future even if their business is bigger. Because in today's increasingly competitive market, dealers hope to gain a sense of business at the beginning of reform and opening up. It is totally unrealistic.

But in reality, there are still a lot of dealers who do not attach importance to management.

In December of 05, I met a dealer who did a lot of business. In a population of only seventy thousand, liquor sales reached millions of dollars, but by the end of the year, it was just done.

The dealer was shocked.

Because in his influence, this year's profit is at least about 700000, but the cruel reality tells the dealer that management loopholes are too big.

Liquor is an advertising dependent product, coupled with the inadequate monitoring of the hotel's special fees, resulting in a dealer's busy business for a year.

What is even more fatal is that in January 2006, a salesperson under the dealer took advantage of the boss's financial loophole and ran away with 70 thousand yuan in cash. The dealer had been very angry for 05 years, and the business did not make money. As a result, when the house leak happened on rainy days, the dealer was depressed in the Spring Festival of 2006.

In real life, because dealers own loopholes in management led dealers to close and leave is absolutely not a few. In the middle of the plate dealers in line with the purpose of earning high profits to join the market, the same attention should be paid to the establishment of management system.

In the extensive dealer system, there is a very wrong saying that money is not saved but earned, but in fact, as a highly intensive marketing tool, the disk market is both open source and throttling.

The other is executive ability.

The middle market is an important embodiment of meticulous marketing, and the dependence of terminal on terminal resources is more intense than any form of marketing. Therefore, the center not only emphasizes fool's execution, but also makes it more flexible and creative.

If we can not execute creatively, it will inevitably lead to a disorderly operation.

The implementation of the central plate is first reflected in the understanding of the hotel terminal.

The hotel terminal is a business that ordinary people engage in. We deal with human spirit every day, lacking flexibility and creation.

In the middle of the market, what we need to earn is the relatively high end profits. How can we cope with the lack of quality and sense of hierarchy?

The plate should deal with the nine streams and three religions that are full of rivers and lakes, and lack of breadth and depth of knowledge.

Therefore, from the starting point of view, the execution power of the disk is stricter than the general circulation channel, and it is more difficult to grasp the rules.

In the actual operation process, we need to select according to the market positioning and plasticity of enterprises.

Strong desire to earn money and mature philosophy of life.

Objectively speaking, many of our dealers have had some frustrations and special experiences. Therefore, we should have a certain understanding of dealers' life experience and personality characteristics in the selection of dealers.

Strong motivation to earn money is absolutely essential and important spiritual driving force.

The disk market should show us a profit oriented platform, and the desire of distributors promotes the upgrading of market management and operation.

At the same time, dealers also need more mature life values. If dealers are just impulsive and lack of considerable stamina, it is easy to be decadent in the face of market strike. Therefore, we need dealers' enthusiasm in the early stage of the dealer's start-up. But with the deep market, we need the patience of dealers. The so-called success is generally patience.

Strong brand concept and advanced learning consciousness.

Compared with the 90s of last century, dealers in the current market especially need ideas and consciousness, because we can not monopolize the resource integration from the upstream. We can not decide which way to consume can not be excluded. Therefore, for a trader in the modern business environment, a dealer with higher sense and awareness is crucial to ensure the success of the central disk operation.

In the ancient city of Xi'an, I once met a liquor dealer, with strong financial strength and not bad connections.

However, in terms of consciousness and concept, he still sticks to a kind of extensive and extensive style. He has once accepted several liquor brands such as Anhui, Shaanxi, Shanxi and so on. He also has some understanding of the middle plate. I guess it is also a training for liquor workers. However, because of his understanding of the intraday disks, he has failed in the high-end liquor brands.

Just when I served a beer brand in Shaanxi, I could clearly feel that the lagging behind the concept and consciousness was the main reason for the failure of the beer brand.

　　強(qiáng)勁的長(zhǎng)線操作與強(qiáng)大的短線結(jié)合。

The dealer's short term operation ability reflects the details of the dealer's adaptation to the strategic planning and tactical operation of the enterprise.

If a distributor can fully cooperate with the regional market operation plan in strategy and tactics, it will be of great help for the company to operate the central market continuously and healthily.

In fact, the products in the market are definitely not a simple way of making money by predatory means, but a long-term market that can be sustained in the process of establishing a platform.

In the process of finding the distributor, perfect and versatile dealers are often hard to find.

I suggest that we look for the dealer experience in the disc for reference in actual operation.

No dealership with character defects, no one is good enough to look at the mainstream.

In the process of looking for the dealer in the disk, we still encountered many defective dealers. Judging the dealers mainly depends on their business ethics and mainstream business ideas. If there are no defects in the business rules, we can boldly start.

We do not belittle dealers with financial difficulties. What China lacks most is capital.

China is the most expensive country in the world, and bank deposits are among the highest in the world. In strict sense, China does not lack funds. The key is that China lacks good projects and good business environment. Therefore, we should not look down on dealers who have difficulties in financing, but actively help dealers find ways and ideas to guide distributors to allocate funds reasonably in financing and market operation.

Do not exclude dealers with novice entry, mainly depends on the strength behind the dealer's connections.

In the process of finding distributors, we have encountered completely inexperienced dealers. However, because of the relatively strong background, their market is also doing well.

And some novice enter this market, because there is no old dealer bad habits, often easier to guide in the right direction.

Do not taboo dealers with relatives background, mainly depends on the degree of cooperation of dealers themselves.

In practice, some of our brand manufacturers are for various reasons. They do not want their relatives to become distributors in a regional market. If their relatives are in line with special citizen treatment, I think such dealers will refuse. If relatives have a good mentality and are willing to implement the policies formulated by the company dealers, I feel that sometimes a dealer who is a relative background is more likely to form a consensus on some interests maintenance.

Dealer management is mainly manifested in product management, price management, channel terminal management, promotion management and so on.

Different from the management of large circulation dealers, as the dealer management in the disk involves a lot of black box operations, the dealer management needs more skills and strategies.

First is the product management of the dealer.

We must see that there are so many alternative products, especially liquor products, that the barriers are very low.

Therefore, enterprises should pay attention to the necessary control of the dealers' products in the management of the products in the middle market. The best way is to build a product system under the strong brand, but the disadvantaged enterprises do not mean that there is no weight. In fact, we still manage and control the dealer's terminal products through many ways such as service, interest, value and so on.

Another aspect is the management of product quality and taste. We suggest that salesmen should not only understand the taste adaptation of products through distributors, but also investigate consumers' preferences through direct channels.