Eight Directions For Efficient Development Of Distributors

The way of thinking determines the way out, the thought accomplishments the direction, the thought provides the opportunity, the thought is the achievement height.

One

Marketing

If dealers are passive sales, wait for manufacturers' policies, mainly in line with manufacturer's promotion.

Passive marketing is our traditional way of marketing - the next task of the enterprise, the dealer completes the task.

In this process, dealers are passive, and all objectives are to accomplish the task of the enterprise.

And in order to complete the task, dealers in turn require enterprises to support such a policy. It seems that no enterprise can support the operation of the market.

For example, a dealer asks enterprises for such resources, such an action is actually a "push" action, dealers want to promote sales through enterprises, this is a passive process, and most of our dealers ignore the market not only need to push, but also need to pull.

This requires dealers to take the initiative to take the initiative to marketing, by stimulating the market to gain market growth.

And from passive marketing to active marketing means that dealers no longer rely on the resources of the manufacturers to operate the market, but rather regard themselves as a main body of operation and gain market growth through their own initiative.

This requires the dealer to change the marketing mainly by the enterprise marketing, the dealer is the supplement of the passive marketing mode to become the marketing mode based on the dealer marketing and the enterprise marketing as the auxiliary.

Dealers must always remember that the enterprise or the downstream network is faithful to you because it is inseparable from you, relying on you to be faithful to you, and not to expect the business and feelings, and the feelings are based on interdependence.

Therefore, dealers want to live better, now must be pformed, must take the initiative to marketing, take the initiative to take the initiative to establish their own and brand new image.

Second way of thinking: partner marketing

What are the core values of distributors?

The core value of distributors is to provide quick and irreplaceable information, logistics, capital, value-added services and other four parts, and to share business risks for manufacturers.

For the time being, although many enterprises have flat operation and more distributors are reduced to distribution providers, this may be unfortunate for dealers, but as long as they can find more convergence and common interests of bilateral cooperation, building a strategic partnership with enterprises is also a problem worth considering in the course of distribution pformation.

The so-called partnership is the pformation and extension from the only trading relationship to the strategic partnership.

There is also a partnership between manufacturers and distributors, that is, the integrated operation of manufacturers, the realization of mutual dependence, the effective control of the channel, so that each decentralized distributor form an integrated system, channel members to achieve their own or everyone's goals, and strive for win-win (or win win).

In addition, the implementation of the channel partnership between dealers and downstream outlets is based on the original paction centered approach, and the market construction as the center, making common progress and making profits together.

Through the marketing relationship with downstream outlets partners, distributors can effectively manage the service and monitoring of all aspects of the channel, so that their products can arrive at retail terminals in a timely, accurate and rapid way through various channels.

Improve the market coverage of products, effectively promote the promotion of the terminal market, improve the sampling rate and promotional power of products, stimulate consumers' desire to buy, and promote sales {page_break}.

Its specific requirements are:

Strengthen marketing services: strengthen distribution function, and do business with distributors, information flow, risk sharing and benefit sharing.

Collaborative development: implement learning plan, train distributors systematically, and let them know more tools and methods of modern marketing.

Policy incentives: from the original distributor to earn money for distributors to master the way to make money.

Third way of thinking: deep marketing

As we all know, the so-called deep marketing is an effective market strategy and method through organized efforts to control the terminal, enhance the value of customer relationship, develop and develop the market in a rolling way, gain the comprehensive competitive advantage of the market, and impact the regional market first.

However, the three pformations in depth marketing and the four aspects of internal training are the key parts of the marketing organization. They are not slogans, but are implemented in order to truly implement deep marketing.

First, the three basic pformations of deep marketing:

1, from simple paction relationship (short term behavior) to market maintenance, deepening and development relationship (future long term behavior);

2, from extensive expansion to intensive cultivation aimed at increasing "per unit area".

3. Professional teams pformed from single player amateur players to professional players.

Two, the efforts of deep marketing organizations involve four aspects:

1, concentrate resources on key areas or key factors;

2, feedback information, overall coordination, market-oriented integration operation;

3, play the role of organizational marketing, strengthen process control;

4, carry out the construction and management of marketing team.

Fourth way of thinking: achievements of regional Kings

The so-called achievement of regional king, dealers can build their own strong side of the most powerful snake, this place, this channel is my final say, no matter who wants to go through this area, must be plucked.

Dealers can build their own strength (customer, channel network, reputation, funds, government and public relations, etc.), while internal management and external market management level also gradually reach or even surpass some production enterprises, focus on a certain region, or concentrate on becoming a "large distributor" on a certain channel, and set up an insurmountable natural cutting in the monopoly of local resources.

At present, there are quite a number of such dealers. Although they are not strong enough, they are very strong and dedicated.

Such as the recent market of school dealers, catering dealers, night dealers, hotel dealers and so on.

Fifth way of thinking: strong category hegemony

Dealers can strive for unique advantages and unique resources in a category, in this product and even in a product model, so that they can become market leaders in this field and be able to enjoy the value of this cake.

The so-called category overlord is a distributor who runs a certain category of products or products of a certain industry, monopolizes certain sales areas, and gains profits from exclusive products, thus becoming a category dealer for manufacturers.

It can be either multi category or single category {page_break}.

1, it is a single category rather than a full item.

Category distributors are often not agents or distributors of all items, but according to market characteristics, targeted selection of products suitable for market characteristics, so that the product has a strong purpose and timeliness.

2, cross regional sales.

Category distributors tend to have larger sales areas, not only their own "one mu three points", but also "occupy" some of the neighboring regional markets. By expanding their own sites, they can get more room for development, so that products can gain a higher market share.

3, the implementation of category monopoly.

Since it is a category distributor, it often implements category monopoly in the sales area under its jurisdiction, and monopolizes the category to maximize the profit of channel operators at all levels.

Sixth way of thinking: create private brand

By virtue of its profound understanding of the market and powerful control, dealers can create their own brands through OEM or through their own factories, create more value for themselves, avoid the few agents or wholesalers that you are fighting for, but profits are being exploited.

My product is my master, and my product is my own profit. Why not?

Not enough, this method generally exists in products with low technical requirements and relatively high profits. At present, this mode has already appeared in liquor, IT, mobile phones, home appliances and other industries.

In marketing circles, there is such a saying: to create a brand, first to be a distributor.

This just confirms our dealer's own brand advantage.

Because only those who have made their own dealers will truly understand the needs of the market and consumption, suitable for talents and inquiries, a sound network, good distribution of reputation, and then be able to win steadily.

Seventh idea: join the manufacturing industry

When the sky is going to be in the hands of the siren, it can not be confined to the people, so it can only go to the ends of the earth on the road of dealers.

The development of dealers, their future, their strong position, their advanced ideas and so on, it is easy to push many dealers to pform into manufacturers' draught, so that they can fill the manufacturer's "Rong Huafugui".

At present, the way dealers turn into manufacturers is:

1, with the help of manufacturers' financing opportunities, they become one of the shareholders of the manufacturers, thus changing into a dealer or dealer with dual identities of producers and sellers.

2, a sole proprietorship or joint venture plant. After some dealers have completed their original accumulation, they are becoming more and more not satisfied with winning the development by acquiring the difference, making use of their own network channels and human resources, and building their own factories or partnerships to become manufacturers.

Eighth way of thinking: service is crazy.

Many dealers often shout bitterness and shout that their future is uncertain.

In fact, dealers do not have no way out. Without the market, they will see how the dealers will manage their future and plan their own business ideas.

Many flexible dealers make use of differentiated services and create valuable value for their own profits in another aspect.

For example, we sell products: we use our channels, social relations and market control capabilities to provide product subcontracting services for manufacturers.

Sell the market: the market itself, only control the initiative of the market, only have the right to speak. At this time, we can act as agent for the development network, product market, product investment.

If you have the ability, you will have the opportunity and strength. Others will come to you.

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Selling scheme: relying on its unique advantages in the local area, it will act as agent for promotion activities, business negotiations, public relations communication, etc., and set up special planning service department.

Selling information: collecting intelligence, providing research information, etc.

Selling Logistics: using its own distribution capabilities to serve upstream and downstream customers;

In short, the way forward for dealers is "a long road and a long way to go".

Different dealers can choose their own pformation ideas according to their current stage, current capabilities and current development needs, so that they can develop better, stronger and more competitive.