Five Guidelines For Distributor Distribution

Open your eyes and see yourself first. Let's share with you a real case first.

In May 2002, the sixteenth Guangdong fair was bustling with excitement. Mr. Wang from Liaoning first attended such a grand gathering.

Being his own boss is Mr. Wang's dream for half a lifetime.

I heard people say that cosmetics make good money, small profits and low risks, so he came to the "Beauty Expo" with one hundred thousand yuan in his pocket.

At every booth, exhibitors try their best to recommend products to him, and every family says their products are the best.

In the end, he found it difficult to know which product to choose, but he thought everyone was good.

In fact, this phenomenon can be seen in every trade fair.

If the operator wants to successfully represent a good product, he may first check himself and make an objective assessment: 1. Is there enough capital and manpower?

2, do you get support from your family or friends?

3, is it wholeheartedly committed to running the business itself?

4. Do you have good interpersonal communication skills?

5, is it independent?

6, do you have a thorough understanding of distribution products and franchise?

7. Are you willing to accept the operation system, rules and regulations of manufacturers?

8, is there any idea of sharing interests with manufacturers (companies)?

9, do we regard joining as a career or as investment or speculation?

10, is there any ambition and unwilling to give up without success?

11, have you seen the development prospects and value of this industry?

12, is there any plan and preparation for failure?

13, is the market showing saturation or the possibility of future expansion?

In order to reduce the blindness, we should reduce the blindness to do a detailed and detailed investigation, such as the history of the cosmetics company, the current situation and future prospects. The market situation, positioning, technical content, specification, management, training, procurement and distribution of the products should be carefully understood and evaluated objectively.

It is best to select one or two franchises in their system, and to have a clear understanding of their operation, market competition and consumer response.

As the saying goes, "women are afraid of marrying the wrong man, and men are afraid of entering the wrong line", and choosing the best and most suitable chain franchise system is what you need to know in detail.

Not to be confused by the "scenery" in front of you, 1, and many products are not necessarily good. Many companies are always trying to flaunt their products. At this year's fair, some enterprises have two booths. Some of the products they display are products that have been eliminated in the market, and some are just ready to develop.

This phenomenon of throwing fish hooks to catch big fish is especially common in the cosmetics industry.

At present, the cosmetics industry can really make efforts to make a brand of a handful of enterprises. Many small and medium enterprises have amazing speed of changing their products. Often, products can not be sold in the market for 35 months, so they have to re register the new trademarks.

2, turnover is high, and quality and interests are not guaranteed. Quality and interests are not necessarily a substitute for turnover.

High turnover may be caused by some changes in the market, or by dumping at low prices.

Nowadays, many cosmetics in China are seeking to increase the turnover continuously, and constantly push the low quality products to the market, relying on cheap to grab the market, and even consumers complain about this. The products are more frequent in the market.

3, having many stores is not necessarily a huge empire with many stores. It is a capital and flaunt topic that many companies have always been proud of.

It is not necessary to be convinced by this illusion. It is necessary to match the success rate of the company's opening shop and the business performance of a single store to decide whether it is successful or not.

Of course, the company's continuous R & D and innovation capabilities can not be ignored.

4, advertising has not been sold on behalf of the product at this fair, several companies are holding magazines, telling every patronage of participants, "we have done advertising."

Other enterprises have bought piles of newspapers with their advertisements, accompanied by product leaflets, and even some companies have advertised them as saying: "we have the strength, the advertising is done, and the products are selling well."

Advertising plays an important role in the sale of products, but it exaggerates its role too much.

5, with the operation manual, it is not always possible for Hunan XX cosmetics company to set up a new way to put the operation manual, training manual, management manual and so on in the exhibition hall.

At last, no one had the chance to open up and watch carefully, but many operators signed the name on the contract.

To tell the truth, I really sweat for them.

If there's really no secret in that clip, do you dare to sign?

To experience the product as a consumer, to turn itself into a real consumer, in accordance with the management master Peter Dulac said, "customers do not buy goods, but a need" to conduct a comprehensive screening: 1, is the product value too expensive, higher than similar products?

2, does the product quality pass?

3, is the product function convincing, is it shorter than similar products?

4, did anyone complain before?

Are there any consumer complaints records?

5, sales, once there is a problem, whether the manufacturers rushed to get rid of it?

6, is the staffing capacity adequate?

Is it clear about product explanation and demonstration?

7, I am anxious to buy a large number of products, can it be in stock?

8, product packaging design whether clearance?

Do I commit myself?

9, is the company's reputation good?

Will there be any influence on users' confidence?

If you can check from a professional point of view: 1, product marketing so far, whether there is no difference advertising strategy, no difference advertising strategy, can focus on funds to promote "a statement", that is, the so-called "selling point", so that products can be quickly recognized by consumers, in the explicit demand, people have strong memories.

For example, the concept of "to declare war on pigmentation, to wash away the injustice" was introduced by "the company", and the brand image of "discovery and freckle expert in internal and external treatment" launched by "beauty time" was achieved by adopting the strategy of undifferentiated advertising.

Ogilvy, the advertising master, said, "many good advertisements have been left in the cold palace before losing the effectiveness of advertisements."

If a product adopts this strategy, you will save a lot of effort.

2, whether there are good marketing plans for enterprises, there are many problems of blind expansion of many products. The response of products to market has been quite enthusiastic for some time, but it has not lasted for a long time.

Sales are mainly unplanned, making good products premature and soon disappear in the market.

Therefore, the product listing plan must be well planned and proper. There must be a set of feasible plans in terms of sales plan, cost budget, public activity plan, distribution budget, payment plan, advertising plan, promotion plan and market expansion plan. According to the original principles of target management, the project management plan is set up, and the implementation, supervision and evaluation of each plan are strictly and scientifically managed, so as to ensure the smooth completion of each project.

When communicating with enterprises, it is difficult to grasp all of these things and implicitly and indirectly understand them.

3, whether or not we have established a set of distinctive service systems, first of all, we should first look at the services provided by the enterprises to the distributors, including timely delivery, replenishment, promotion of distributors, timely communication with distributors, and timely disposal of substandard products, which is the foundation of the service system.

Secondly, more important is the service to consumers, whether a special person is responsible for the acceptance and handling of complaints, and whether a consultation hotline should be set up.

According to an American survey, a dissatisfied customer will tell his complaints to 8 to 10 people on average. If customers complain well, they will buy 70%, while 30% of the customers will turn to him if they think they have made the remedial measures perfect.

It is necessary to choose the "gentleman after the villain" from the choice to the decision, it seems that the work has already been completed. But in the end, don't forget that the terms of the cooperation contract are the last step.

If the contract is filtered word by word, we can determine the rights and interests that may be enjoyed after joining the sale, so as to avoid future disputes.

In addition, the rights that the operator should pay attention to include: capital, margin, franchise contract, business circle agreement, hardware planning and investment, education and training, management system, auditing and counselling, annual plan and cost sharing, and other special agreements, guarantee clauses and so on.