How Can A Sink Enterprise Manage Agents?

The implementation of agent system is a widely used sales method in the water tank enterprises. This way can not only liberate the production enterprises, but also make the target=_blank> research and development work of brand planning and product process, and at the same time, it also reduces the personnel and funds for developing the market.

But at present, the agents of the flume are not as mature as home appliance dealers. Most of them are cabinets, electrical appliances and decoration companies. They are relatively small in size, mainly rely on retail sales, cabinet matching and engineering group buying to obtain sales volume, and lack of knowledge of channel planning and distribution.

Therefore, if we want to manage the agents and increase sales, we must help agents upgrade their systems.

First, help agents make strategic marketing planning. We say that the sink market is organically combined with various channels (such as cabinets, kitchen appliances, decoration companies, hardware bathroom, residential developments, online group buying, etc.).

There are great differences in the profit contribution rate of agents from different channels, such as the strategic channel that plays a decisive role in the whole market, but not profitable. There are large sales channels, but the profit margins are very thin.

If we want to make the whole market well and improve sales volume, we must occupy all the above channels in stages, and combine organically and make less channels, so it is impossible to operate the whole market.

As the current sales agents do not have the marketing concept of deep distribution, when choosing the channel, which channel should be the main channel to make money, the whole channel planning can not be realized, the market development will be limited, and the sales volume will hardly be effectively promoted.

Therefore, the marketing personnel of the water tank enterprises should first help agents to investigate and analyze various channels, and formulate the market development strategy plan according to the environment of the local building materials market, the competitors' situation, the enterprise sales policy, and the market position and influence of the agent's direct store.

Two, the implementation of embedded management, to help agents do the development strategy of the market, after the formulation, agents have the ability and conditions to do their own business, business personnel only need to counselling and policy support; agents do not have the ability to do earlier, factory salesmen and agents should do a good job in the market development plan, usually in 2 months to complete the pre distribution distribution tasks, agents do the market maintenance and follow-up work.

In the market opening period, it is best to operate the market in the name of the manufacturer's office or branch company, because the terminal manufacturers trust the manufacturers to cooperate with them directly.

If we were in Xi'an, we came forward in the name of the manufacturer's branch, and the overall effect was much better than that of the earlier agent.

Three, help agents set up the price system, because the flume is sold in the form of package combination, so when the manufacturer wants quantity and the agent wants profit, it must set up profit space for agents and terminal operators, so that agents can not get too high gross profit. The general agent's gross profit can be designed between 20-25 points, and the terminal operators in the early stage control at 20-30 points.

Four, help agents to make several distribution products manufacturer's sink products, but must implement different product configurations according to the different channels. For example, choose the functionalized catering sink for the cabinet channels, and the electrical channel is mainly composed of functional and simple series of flume.

As far as accessories are concerned, it is possible to generate differences, forming a sink and serialization of multiple packages.

Five, strengthen the training of agents, training objects are divided into two parts: first, agents themselves, mainly instilling business concepts and marketing strategies; two, agents terminal sales personnel, improve terminal sales skills and product selling points refining ability to use.

Nowadays, there is a lack of training for agents in water tank enterprises. Therefore, if manufacturers attach importance to this aspect, it is of great practical significance to consolidate the relationship between manufacturers, do well in the market and improve sales volume.

Six to help agents improve their daily management capabilities, the size of flume agents is small, and management is not standardized, let alone any good system to regulate operation.

As manufacturers, it is necessary to guide them to develop in a standardized way, help them establish some practical daily sales forms and management systems, help them train talents, and so on.

In this way, the two sides can cooperate more closely.

The financial strength, human resources and marketing concept of the manufacturers are much higher than that of the agents. To do well in the market and manage the agents well, it is ultimately "giving them fishing."

Authors: Chen Junda, Sweet (China) marketing management center, Sweet brand culture communication organization, and manager of national Yatai super deep 225 functional water trough national promotion center. Welcome to discuss your views and opinions with the author.

MSN:gdfranta@hotmail.com, 13867817872