Secrets For Dealers To Achieve Leapfrog Development

Success experience: surpass yourself and win the future.

　　因為工作所以快樂。

Baishan City Hongrun famous liquor distribution company was founded in 1998. At the early stage of its establishment, its fixed assets only had tens of thousands of yuan. After more than 6 years of development, it now has more than 220 yuan of fixed assets.

The company has a special store, a distribution company, and four functional departments. It has become a famous Baishan City enterprise, which is famous for its excellent liquor, which is a famous liquor wholesaling, selling, storing and pporting.

Its Luzhou Laojiao series has become a "model" in the prefecture level sales market of the Northeast Sales Company of Luzhou Laojiao.

And has won the honorary title of "the best reputation distribution unit" in 2001, the excellent sales agency in 2002 and the "sales winning unit" in 2003.

Because of the intensification of market competition, many dealers feel difficult in their development.

Especially for the Northeast market, the real estate liquor is rather stubborn, and it is more difficult to operate a foreign brand.

Hongrun famous liquor company has achieved leaping development in a few years. What are the secrets?

Ms. Yu Liping, general manager of the company, has recently told us the secret.

　　借用名酒的“名牌效應”

Dealers will encounter difficult problems at the beginning of their business.

Large distributors generally have a sound sales network, a stable sales force and strong economic strength.

It's hard for start-ups to compete with these big businesses.

But any big dealer is starting from a young age. If we look for a way out, we will surely have a breakthrough.

After a period of market research, I think that if dealers want to develop rapidly, their popularity must be improved. Only in this way can you stabilize the sales force and train a group of elite who can do well in marketing, laying a solid foundation for further development of enterprises.

It is undoubtedly an effective way to enhance the reputation of dealers and make famous brand products.

There are four advantages for dealers to make famous brand products: first, they can enhance their reputation and expand their influence in the industry.

Secondly, the quality of products of large enterprises is stable and their reputation is better. Dealers in early development can lay down a lot of ideological burden.

Third, big brands already have quite popularity, so it is much easier to popularize them.

Because the new brand has no market basis, the cost of promotion is relatively high, which is a great burden for a start-up dealer.

The four is the lack of well-known brands, some are short term operation, so dealers are particularly tired, when you just make the market, the brand is gone.

Of course, small brands also have advantages, such as larger profit margins, but if the market fails to make profits alone, there will be no future.

But big brands also have high requirements for distributors.

In order to get the trust of a large brand enterprise, I think there are three key points for a new distributor to do so: first, the distributor should have a long-term development plan and a feasible plan to ensure that the brand is truly built.

Two, it is necessary for dealers to improve their relationship network in the local area. This is the key to achieving the most popular relationship marketing nowadays. 4, relationship marketing plays a great role in effectively promoting new products.

Three, dealers' personal reputation is better, which is often the most concerned link of famous liquor enterprises.

After some hard work, we finally got the agent of Luzhou Laojiao, Zhang Yu and PepsiCo.

As we expect, the agent brand products have encouraged the sales team's morale, enhanced their confidence and improved the visibility of the whole company. In a short period of time, the terminal network has been built up quickly.

　　讓銷售隊伍的戰斗力更強

It is impossible to rely solely on distributors to make the market as a whole. We must give full play to the strength and strength of the enterprise as a whole.

This is the experience shared by many successful distributors.

Sales personnel (or business people) should be regarded as the core strength of the whole enterprise in the dealer enterprises. Therefore, how to fully tap the potential of this group of people and enhance their combat effectiveness is very critical.

My personal experience mainly includes the following points: first of all, it requires them to have certain cultural quality, which is the basis for their further training and improving their comprehensive ability, for example, in our sales team, about 70% of college degree or above.

Secondly, we should cultivate "professionals" and emphasize the complementarity of talents.

We do not require "all around", but require "professionals", according to their expertise to arrange the most appropriate positions.

For example, some people are good at communication. We arrange visits to customers to strengthen the maintenance of old customers. Some are good at developing, and we let him attack the most difficult hotels and blank markets.

Some businesses require salesmen to do anything, so that's fine, but how many of them are really competent?

Once again, they are constantly charging, asking professional teachers to impart their latest marketing methods and marketing concepts to them. At the same time, they should also pay attention to the improvement of their ideological quality. This will not only increase sales staff's combat effectiveness theoretically, but also improve their personal qualities.

In the end, it is stability. What is most painful to some enterprises now is to train business personnel but not to stay.

I think the key to retaining talents is to give them more warmth and more care.

We give every employee a variety of insurance, solve the problem of employees' old age, organize tours regularly, distribute work clothes, and so on.

To spend money is actually a trivial matter. The key is to "stabilize the army's mind". Only in this way can we ensure the rapid development of enterprises.

　　由經銷商向營銷商轉變

Dealers should not only be satisfied with the status quo once they have some achievements, but sooner or later, they will be eliminated.

At present, the most important thing for dealers is to change from distributors to marketers and even marketing companies, which is determined by market situation.

Many dealers feel that the key to the market is not recognizing their role.

Traditional distributors are only a distributor, but they are powerless for the changeable terminals. Therefore, dealers must make themselves a modern marketer if they want to remain invincible in the four wave market.

For example, our company has always set goals for itself: changing from trading companies to professional beverage marketing companies.

In order to become a real marketer, we should do the following two things: first, we must have theory support; dealers must become a learning type businessman, learn modern marketing theory, grasp the law of market development and change, and guide the company's decision-making with theory.

The two is to predict the changes in the market and grasp the key to winning the market in the future.

The key to win the market in the future will still be the terminal, but it is not the traditional sense of the hotel, the super terminal, the terminal is extending and expanding.

For example, the extensive retail terminal is being taken seriously. Many companies have set up a liquor store to find new terminal operation mode so as to avoid deteriorating Hotel terminals.

There are tens of millions of successful ways, but I think a dealer should be successful if he wants to be truly successful.

At the same time, I also hope to have more time to communicate with friends in the industry through "sugar and alcohol and wine weekly".

Interview notes: any dealer wants to grow rapidly in the tide of market economy and make great progress. However, without a good product support, the development of enterprises will often suffer many setbacks.

After having a good partner, dealers need to make efforts in many ways. They must have a sales team who dare to rush, dare to do and have high quality, and have a complete marketing strategy.

At the same time, dealers must keep abreast of changes in the market and find new channels, new terminals and new operation modes from the existing market.

The rapid rise of Hongrun company may bring some enlightenment to us.