How Do New Businesses Train Agents?

Speaking of agent training, it is a great pleasure to be a manufacturer, because by training agents, we can unify the agents' understanding and implement the will of manufacturers, improve the theory and practice level of agents' management and management, help agents to train relevant skills, stimulate the enthusiasm of agents' cooperation, enhance channel satisfaction and improve channel loyalty, so that manufacturers and agents can form a strong cooperative strategic alliance.

But the new enterprises themselves are just beginning. In many ways, they are stumbling around and stumbling.

How to train is a problem that new enterprises have to think deeply about.

According to the author's agent management for many years, I would like to talk about the following points: first, the idea of running a company without a common language will not last long.

The same is true for agents and manufacturers. Both sides must have similar ideas and more credibility, improve their marketing standards, expand their sales and enhance their marketing performance.

So what is the starting point of running in like this?

Because manufacturers and agents have great differences in concepts, culture, thinking and so on, there will be a lot of friction and contradictions. They need to run in and merge for a period of time.

The relationship between husband and wife is also a mutual acquaintance.

Therefore, the establishment of a stable and lasting strategic partnership with agents should first recommend to the agents the corporate image, the corporate culture of the enterprise, the quality of the personnel of the enterprise, and the guarantee factors for the sustainable development of the enterprise.

The main purpose of all these is to establish trust and establish confidence, which is the foundation of agent training and the unique way of distinguishing from ordinary competitors.

In this regard, we should properly apply the brochures, internal publications, relevant reports on important media, classic marketing cases and so on.

The relationship between the manufacturer and the agent is like the relationship between water and milk. Once the corporate culture and business ideas are integrated, it is easiest to reach a tacit understanding and partner marketing to grow together.

Two, the Department docking process manufacturers have marketing centers, there are marketing department, sales department, planning department and other departments, and agents have business unit, business department, promotion department and other departments, the daily work between manufacturers and agents can not be coordinated by the agent owner himself.

At this point, in order to reduce the running in period and improve the efficiency, we must connect the agents into the functional departments of the company and the relevant departments of the agents. At this time, the contents of the training are generally: what departments do the enterprises have and what are the main responsibilities and responsibilities of each department?

Such as new product promotion, image production, advertising verification, cost approval, warehousing and logistics, related forms, product knowledge, market development, network construction, channel operation, terminal management, promotion and design, management of customers, and internal accounting planning, warehousing design, cargo arrangement, employee loyalty and so on in detail.

Only by having a deeper understanding of the company's system, standards, procedures and forms, can we get more smoothly through the process, so that the efficiency can be improved between manufacturers and agents.

Three, marketing management policy is what businessmen value is profit. If we want to become an agent of our new enterprise, we must want to see what new benefits we can get.

Therefore, before launching the training of agents, new enterprises must make adequate market research work, understand the local price level, and formulate a sales policy for the regional market.

In this regard, the director of marketing must grasp the "degree".

When necessary, incentive policies should be formulated, such as giving time reward, total quantity reward, cultural reward and so on.

Emphasis should be placed on introducing professional support, promotion support and management support to agents, as well as measures to assist distributors, public relations, and so on.

Increase the market promotion in the professional field; at this time, new enterprises should also provide professional training for agents, make detailed sales assistance plans, and let their agents know about the operation of government relations such as tendering, government procurement and enterprise group purchase.

At the same time, new enterprises should use price, rebate, promotion, promotion fees and other related resources to directly draw and support agents.

Four, the future of the product industry, a salesperson who is not familiar with the functions, selling points and prices of his products, must not be a good salesman.

In the same way, a product is a half knowledge agent for the product it represents, and there must be very little attention and attention to this product company.

For agents to conduct product training, agents are usually interested in the industry and the future development trend of their products.

If we want to do a good job in the sales training of agents, we must maintain a high degree of sensitivity and concern to every link involved in the entire marketing process, which is directly related to marketing, such as the discrimination of industry information, the pattern of market competition, the change of sales situation, and the fluctuation of channel prices.

At the same time, when doing agent training, we must have sufficient data support.

Hard data support includes total sales volume, regional sales, sub product sales, market share and sales growth rate.

Marketing cost (rate), market distribution rate, brand awareness (loyalty, etc.); soft data support includes: consumer purchasing psychology and behavior characteristics, product development trend in the market, competitor status (marketing policy, cost investment, sales status, product structure, etc.).

Let agents feel that their cooperation with their manufacturers is to see the "money" Scene unlimited five, the agent's internal management of China's agent business, the most often deductive stories, individual heroes create sales miracle, the company seems to rely on someone to live vivid, resulting in agent business talent flow is commonplace.

Therefore, how to assist agents in internal training and management is a matter that must be done by prospective manufacturers. Many things are not done by agents, and more details are promoted by the grass-roots employees in implementing the company's service concept and brand image.

Such training is generally divided into the following parts: 1, trust training: the training of salesmen and staff members should be accepted before the job, such as corporate culture, business philosophy, personnel regulations, operating terms, appearance, shop damage prevention, customer service and so on; 2, professional training: professional knowledge and skills training of various departments, such as post necessary professional knowledge and skills training; and 3, management training: managers and reserve managers should receive training in management skills, leadership, team building and communication skills.

4, Pu Sheng training: with the improvement of the working ability of employees at every level, they should participate in the training of professional knowledge and management skills when their duties are promoted.

Agent internal management training is a long way to go. Only manufacturers are experts in all aspects. Agents will be very proud of being agents of their own manufacturers.

To sum up, training is actually learning, accumulation and upgrading, but the training of agents can not be like the Chinese education, and training of agents in actual combat, discussion, communication and consultation is likely to achieve twice the result with half the effort.

Only when the manufacturer knows the problems encountered in the operation of the agent, the confusion faced by the agents, the frustrations involved in the management, the crux of the market feedback, and the customers' desire, can we better manage the enterprises, so that we can better arrange the training and training plan for the agents, without wasting too much ineffective investment.

Do not like many new enterprises for staff training, at any cost, but the final effect is not very ideal.

For the current Chinese agents, the manufacturer's branch manager, financial manager, product promotion representative, marketing representative and so on may be a counterpart training talent. They know the direction of the manufacturer, and the requirements for the customers, not to mention their professional knowledge and skills, the rich practical experience, the understanding of the demand of the agent, the understanding of the blend of the culture of the manufacturers, and their training in the internal and self training of the agents is also a good way of behavior.

Of course, the new business market is just beginning, and everything is relatively weak. Many places want to use agents to carry out, but we must avoid implementing sales training behavior simply to meet the desire of agents. In the process of promoting sales training, we should guide and standardize the market behavior of regional agents, infiltrate and instill business philosophy into regional agents and sales teams. We should pay attention to helping agents analyze and discover market opportunities, develop their terminal sales network, attach great importance to training agents' trust and loyalty to enterprises, and try to avoid "big wives become the wives of others".

Lu Jian, a professional manager, a fellow of the Economic Research Association, a market channel management consultant, dozens of professional websites for economics, marketing and management, and columnists and contributors of newspapers and magazines.

Focus on product promotion, agent system construction and market channel management.

Proficient in clerical writing, there are rich practical experience and theoretical summary in the fields of sales and management, brand and strategy, human resources and corporate culture.

It has unique attainments in such fields as home appliances, catering, food, clothing, home textiles, building materials, engineering and construction, such as copywriting, brand planning, brand operation, public relations communication, sales management, strategy marketing, channel management, personnel training, activity planning, strategic planning and industry observation.

Welcome to discuss with him! Email:emktlj@163.com, MSN:emktlj@hotmail.com telephone: 13951954396