What Do Dealers Do In The Off-Season?

　　 First, layoffs. Business is bad, there is no profit, the source of profit. Only by reducing the cost of layoffs, even if we keep the cost, can we expect the "business boom" in the busy season.

In fact, this is a lot of beauty. Distributor The usual practice adopted by enterprises. From January to four or five, a large number of business people and beauty tutors will have a nervous mentality, which is worried that the "layoffs" of enterprises will fall on their heads. Sometimes they also understand the business. After all, in the off-season, business is bad. It is impossible for enterprises to make ends meet in these months. So I arrived. Low Season A lot of beauty shops were suddenly deserted, and some dealers left only four or five people in the off-season (or even two couples of dealers).

Such a practice can only lead to a result: dealers can not establish an excellent and cohesive marketing. team It is also impossible to have a strong and loyal marketing network, which often leads to the halting of the distribution business.

　　 Two. Leave the staff. Because considering the continuity of the work and the reputation of the enterprise, and do not want to lay off employees, but there is really not much work to do, what can we do? We must not keep these people in white, so we only have a holiday.

When I was the manager of the sales management department of a beauty department, I often received some phone calls or faxes from some dealers in January and April and May, meaning that they had to leave their employees and how to do their work. And the vacation time is not very short, often ranging from one month to two months.

Such a practice also has a certain "danger". What is the purpose of the holiday? Of course, it is to save money. But when it starts to start again, there will often be some brain drain, and maybe even the backbone personnel "choose another branch", and actually lose more.

　　 Three. Loose form Administration Dealer enterprises have reached a certain scale and can not lay off workers, but they can not afford to leave their employees, because once they are off, it is very likely to shake the army's mind and take loose management.

Some dealers also adopt loose management to deal with the off-season. For example, the time required for commuting and working hours is not so strict, and the volume of business required is adjusted accordingly, including changes in treatment. And they also have a good reason that everyone has been busy for so long that they should give them some time to relax. {page_break}

The direct consequence of loose management is lax. The management style of an enterprise needs to be persisted for a long time before it can be formed. The management of "three days net and two day nets" will only make employees despise the management system of the company in a psychological way, thereby affecting the authority and management effectiveness of the enterprise.

　　 Four, relax service Considering the characteristics of the terminal network's off-season sales and taking into account the cost of its own services, it relaxes the service to the network in the off-season.

The first three points mainly refer to the human resources and management within the enterprise, which is the service problem of the downstream enterprises. In fact, the arrival of dealers' off-season is followed by the off-season of the terminal network. Because there is no "business", dealers will take it for granted that they do not need to provide services to the network, coupled with changes in the human resources of the enterprises, they will relax their services, and the terminal network will not require services because of the off-season reasons.

The result of the relaxation of services has resulted in a long time when the service level of distributors is not systematic and effective. Promote And the terminal network is lost in the off-season, and the dealer is puzzled.

So, in What should dealers do in off season? In fact, dealers in the off-season have many things to do, but also can do very well, and only do these work well, in order to bring more sales performance for the next peak season. Distributor's off-season marketing can mainly be carried out in the following three aspects.

　　 (1) gathering intelligence It includes four aspects: brand, dealer, terminal network and consumer. Because this is in a low season, dealers have more time to gather intelligence and make decisions. {page_break}

As far as branding is concerned, it is necessary to understand the status of the brand in the upper reaches of the channel. This includes not only the brand of its own service, but also some prominent and innovative brands in the industry, focusing on their development trend, and deciding on the brand layout for their next development.

As far as dealers are concerned, it is important to know some dealers who are competing with themselves in the same area to find out their operation status, human resources and policy trend. At the same time, we should also understand the development of other distributors in the region and even the whole country, and grasp the survival status of dealers.

For the terminal network, the network condition of the blank area is mainly collected so as to facilitate the next market development. In addition, we will further improve our existing network and understand the background and habits of our partners in more detail. Dealers must establish a perfect and constantly updated customer database, which is a long-term task.

For consumers, it mainly focuses on the change of consumer habits in various regions, as well as the consumer behavior in the region. Dealers should seriously help terminal networks to study the psychology of consumers and formulate reasonable sales strategies.

　　 (2) training staff Training in the off-season is a great event with twice the effort. In the off-season, dealers should focus on the three steps of systematic training, key breakthroughs and practical drills, so as to build an excellent, concentric and cooperative marketing team.

First of all, we should systematically train employees' professional ethics, working skills, mentality, and so on, and make use of the off-season to make up for the various deficiencies that may exist in all levels of employees. Second, we should focus on the skills that should be emphasized in every post, emphasize the principle of "stronger, stronger and stronger", train staff's post specialty, and train them to become "nails". Third, we can choose some areas to carry out actual combat exercises, grasp and enhance the actual combat capability of the staff, and sum up experiences and lessons in real time, so as to point out the correct direction and method for the staff.

　 (3) choose brand The so-called "rainy day", when the off-season is about to end, choose a new brand, prepare carefully, and launch a strong market when the peak season is coming soon, so as to gain more market share for enterprises.

The end of the off-season means the start of another peak season, so dealers should seize another peak season, and constantly expand sales and market share, and add new brands is a very good choice (of course, other factors should be considered). Therefore, dealers should take this into account when collecting information, and whether they will launch new brands in the new season. And to launch new brands, on the one hand, we must find a good "master", dealers should seriously consider their existing brand.