Using Internal Lecturers To Do Training For Ordering Agents

Nowadays, most retail enterprises still choose provincial or regional agents in the choice of commodity circulation channels, so the quarterly product order will be a "family reunion" gathering.

With the increasing competition in the market, many manufacturers have increased the "support" and input to dealers. One of the most important initiatives is to establish a training system for distributors or even downstream distributors, and start to pay attention to the diversified application of training means. The aim is to provide a training way for dealers to "brainwash", so as to "attract" distributors and cultivate the loyalty of dealers. At the same time, with the promotion of dealers' operational capability, the strategic objective of coordinating, matching and developing rapidly with distributors is achieved.

In order to improve the management and sales skills of agents, and reflect the concern and concern of brand enterprises to agents, the training of agents during the ordering period has become an essential "ornament".

However, the training of dealers is different from that of the manufacturers, because it faces a special group with its own insight and different origins. Therefore, in the actual training of dealers, although many manufacturers have invested huge sums of money, they have moved some advanced trainers and even marketing experts with good intentions. But many times they are "applauding", and the training effect is not satisfactory. Then why do the high training costs become "water drift"?

Where should the dealer's training start? What are the points for attention?

I have accumulated a certain amount of work experience in dozens of agents training courses I have been engaged in, and I want to share with many apparel companies here.

My personal suggestion is to use the internal lecturers to do the training of ordering agents.

First, the training of agents during the ordering period is often affected by special factors, and it will also form certain characteristics and difficulties. 1, short time and tight schedule will basically be in 2-4 days, during which exchanges, orders, explanations and other business activities will take place. During this period, most of the agent training will be concentrated in one day, and the time will be only a few hours.

This causes the training courses to be relatively compact and effective, and can divide and deepen the course contents in a short time.

Therefore, more requirements for lecturers should have higher professional knowledge reserve capacity and training site control ability.

2, business differences are large, demand is excessive, agents come from different business areas and consumption environment, so different bodies will face different training needs in their own way of operation, hoping to increase their management skills and implementation methods in the training process.

However, because of this, "difficult to adjust" is the main bottleneck for the training of ordering society, and the subjective assumption of lecturers in the course setting often leads to "not being able to answer questions", and the trainees in the field will naturally produce impetuosity, boredom, and lack of concentration.

3, uneven quality, different understanding, as a provincial agent or regional agent, they have very rich practical operation and regional background advantage, but relative to brand and channel management of this relatively new topic, we need certain knowledge reserves and understanding ability.

Fierce market competition and business pressure make them less likely to add knowledge, so they also have different understanding of training contents and subjects. After training, they often fail to get the correct application in training, and the training effect is not obvious.

4, the basic management ability of the brand is relatively weak. Large garment agents are mostly pformed from wholesale business, and the business models that require more sophisticated, more complex management and higher executive requirements for brand operation are often at a loss. In the process of operation, they are always limited by various capabilities, making the brand's basic management capability slightly weaker.

Therefore, it is necessary to increase the knowledge pmission of agents in the training courses, and also to facilitate the effective way of information pmission and image unification, management and coordination in the process of brand operation.

5, pay more attention to the promotion of terminal benefits; agents are indirect links between enterprises to manage the terminal and benefit from the terminal, and for agents, whether the terminal can be more mature and stable will become the core weight of market competition.

But things always have two sides. If we know the theoretical foundation of management skills and management methods, terminal construction will be just empty talk.

However, whether enterprises or agents, the appropriate amount of theoretical courses in the training process is more objectionable. The reason is that some lecturers are too focused on theory and can not be combined with practice, making the courses seem boring and boring.

In the face of the above problems, the author finds that in any case, it can not be completely satisfied in a comprehensive training.

But in practice, if the work is meticulous, we can use small classes and seminars to mobilize the lecturers in the lecturers of a class lecturer and classify them for targeted training.

Curriculum research before training: first, before deciding on agent training with enterprises, we should first understand two aspects. On the one hand, when the business side is in the process of cooperation and operation with the agents, what knowledge and ability does the business side lack, and on the other hand, in the course of the operation of the channel, agents often provide feedback on what aspects of the demand information and where the agents mainly come from.

Different dealers have different stages of development.

Many dealers have passed the "start-up period" and entered the "development period" and "standardized period". Some dealers even started the operation of corporatization even a few years ago. Therefore, "keeping pace with the times" according to the different needs of customer development, we should carry out professional training and guidance to dealers such as personnel management, financial management, warehousing management, logistics management, information management, two batches management and so on, and set up corresponding courses.

Two, according to the training requirements of enterprises and the operation status quo of the agents, the internal lecturers are drawn up to make preliminary training programs.

The training syllabus needs to refer to some information of the enterprise: product positioning and consumption positioning of the brand, the relationship between the business form and channel level of the agent, the manual for the management of the agents, the experience of the agents, and the investigation of the business plan.

This part of the information is for the convenience of lecturers to make training courses and lecture contents according to the actual situation of the enterprises. In addition, this way enables the lecturers to find suitable cases for the course so as to enable trainees to understand and memorise them more easily in the training process.

3, the training syllabus provided by the lecturer will be distributed to the trainees in the hands of the trainees 1 weeks between the order meeting. The trainees will discuss the contents and topics of the lectures, or choose to participate in the content according to their own actual conditions.

After the feedback information of the trainees is returned to the enterprise side, the final training topics and training forms are jointly confirmed by the enterprise and the lecturer.

According to the training content, the lecturer will make exercises in the course, so that the trainees can be released to the trainees before training, that is, the trainees can understand the contents of the lectures in advance, and can also facilitate the pcripts of the trainees during the training sessions and the review after training.

The content of training courses: agents are not only the key link in the circulation of goods, but also the extension of the brand to the terminal and the in-depth development of the jurisdictional areas. Therefore, as an excellent agent, that is, it is reasonable for the terminal shops to carry on sustainable operation, and it can make the brand in the jurisdiction area get the promotion of all sides is the brand enterprise's hope.

It is also for this reason that the content of the training courses should be mainly from two aspects: 1. Agents' channels and terminal management; agents can be said that brand enterprises in various regions are regional brand management managers.

In addition to setting up their own outlets, they will choose other franchisees to cooperate with others in places where their capabilities are not enough.

Therefore, how to manage the terminal franchisee and regulate and maintain this small channel marketing has become the key to the stability and long-term operation of the agent area.

However, more agents lack the skills and experience of large area management. Most of them start from franchisees, though they are very familiar with the management and operation of terminal stores, but as regional franchisees, they are very headache. Therefore, increasing channel management training not only improves their management skills and management experience, but also suits the rationality and long-term effectiveness of the operation of enterprises after the change of status and identity.

Terminal management not only enriches the terminal display skills of agents, but also increases the process of instilling service concepts by agents for terminal franchisees.

As terminal franchisees, they hope that the upstream managers can not only provide more and better products, but also hope that the upstream managers can bring more business services to them, such as: the incentive and guidance work for the team in the terminal store, the promotion and planning work in the sales season, and the training and management of improving their sales skills and service quality.

Therefore, the best performance of qualified agents is the excellence in terminal services.

2, agent brand operation and "enterprise" management; brand management system and image system is better, if agents do not understand, do not implement everything is also frustrated.

Enforcement and severe punishment system can not only increase the brand awareness of agents, but often become the burden of agents being overburdened.

Most of the agents come from the wholesale business. The way of branding is mostly seen and heard. It has never been applied in practice.

Therefore, brand enterprises can effectively communicate the ways and concepts of brand operation through the ways and methods they can understand, and make use of the lecturers' case explanations to carry out in-depth training on the training courses, so that the agents' pformation from "want me to do" to "I want to do" is the result most desired by the brand enterprises.

The training of agents in the ordering society is only to guide their interests and interests in the operation, and more work should be done through the coordination and communication between the enterprises and agents.

With the concept and enthusiasm of brand operation, the lack of necessary "enterprise" management method is only a weak attempt.

As mentioned above, each agent can be regarded as a branch of a brand enterprise in various regions. The way of operation of a branch can be regarded as an operation of an enterprise. Maybe the scale and strength of the agent are different, but they are also full of vision for the future development.

Therefore, I believe that instead of letting brand enterprises and agents compete with each other in product prices, advertising support and other interest relations, it is better to increase their interest in breaking hands and teach them to increase their strength.

Let agents know that cooperation with brand enterprises is not only about money relations, but also can enhance the management strength and management skills of agents in the future business process through cooperation with brand enterprises.

Therefore, in the training courses, the content of apparel brand operation management is added, which is also a way to coordinate the business relationship between brand enterprises and agents, and increase service means and support system.

Conclusion: the training system for agents is gradually formed through the targeted training of the internal lecturers and the subsequent training.

However, the training of various industries needs to be combined with the characteristics of the industry and the lecturers inside the company.

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