Find An Agent Like "Lover".

First, selecting agents is a crucial strategic task for SMEs. It is the best way for small and medium-sized enterprises to market their products.

1., the advantages of choosing agents: A. reduces the capital risk of enterprises. In the early stage of market development, especially for small and medium sized enterprises choosing agents to jointly operate the market, they can make full use of agents' funds to speed up the capital turnover rate of enterprises and reduce the risk of enterprise capital. B. quickly opened the market, and many large brands abroad often performed poorly in the early stage of entering the Chinese market, and one of the main reasons for their unfamiliarity with China's market situation is that.

The agents are well acquainted with the local characteristics, consumption habits and good customer relationship.

C. can make full use of this advantage to open the market quickly. We have changed the distribution of manufacturing and marketing with the change of channel pattern. Now more and more traditional agents have begun to pform. Some of the best agents have been pformed into regional brand operators.

For small and medium-sized enterprises, we can further divide the division of labor and choose agents to carry out regional brand operation and operate the market together without violating the overall brand strategy of the enterprises.

Distributors do well in product distribution and brand promotion.

Let manufacturing and marketing split the division of labor. Enterprises are responsible for producing differentiated products, high added value and core competitiveness of good products, and create a good brand carrier.

Give reasonable sales policy to agents.

D. frugal market development costs, choosing agents to jointly operate the market can reduce duplication of institutions, such as after-sales service agencies; use agents' sales network to reduce channel construction costs; use agents' familiarity with local markets to reduce market research costs.

At the same time, to some extent, business management can be said to be shareholders of an enterprise, and manufacturers and agents are a community of interests.

With the further competition in the market and the change of the channel pattern, other sales costs such as entry fee, terminal construction fee, promotion fee and guide salary have also increased dramatically.

Choosing agents to jointly operate the market can share the cost with agents, and save the market development costs of enterprises.

2. choose the worst part of the agency: A. strategic collaboration is difficult.

Manufacturers and agents are independent economic entities.

They have their own strategic plans.

Manufacturers pay more attention to long-term behavior and pursue the best balance between brand building, market share and profit.

Because the agents do not have a strong guarantee system, they can not get long-term recognition from manufacturers, so they pay more attention to short-term behavior and pursue short-term profits.

B. there is not enough space for profit distribution.

With the further competition in the market and the change of the channel pattern, the market development cost will increase and the profit space will be reduced.

Manufacturers and agents are independent economic entities. They are seeking to maximize their profits, resulting in insufficient profit distribution space.

C. divides the road to raise deer.

Manufacturers and agents are a complex of interests and contradictions, and manufacturers' contradictions will always exist.

Manufacturers hope that agents can buy more goods, while agents want products to be good, profits should be high, support should be large, and risks should be low.

Because the strength of the agent is not enough, the manufacturers are not loyal, or the energy invested in the manufacturers is not enough, they do not implement the sales policy of the manufacturers, or the divergence of ideas between the two sides will lead to the separation of deer.

Two. The current relationship between manufacturers 1. strategic cooperative manufacturers from the very beginning, from the strategic choice of the same business partners with the same concept of cooperation, strategic alliances.

The manufacturer is responsible for manufacturing products with differentiated, high added value and core competitiveness.

Agents make full use of local market familiarity and network advantages, responsible for product distribution, brand promotion, after sales service.

Be a regional brand operator.

This saves the market development cost and makes the operation of the brand more in line with the local market.

2. both sides of the horse riding company have not fully understood and understood the two sides because they did not accurately locate themselves and the market at the beginning.

In order to rush to open the market, the manufacturers began to cooperate with an agent at random. As a result, a cooperative agent discovered that the agent did not meet the requirements of the company and could not complete the sales task of the company.

At this time, enterprises began to look for new agents, and it was hard to find a more suitable agent.

At this time, once the sales volume is better, or the sudden increment, the desire of the manufacturer is driven by sales, and some irrational demands are put forward to the agent.

Once the agent is unable to meet the manufacturer's requirements, the manufacturer will change the agent.

3. mutual utilization of manufacturers, because they did not form a highly strategic unity, focus on short-term interests, eager for quick success and instant benefits.

Both sides stand in their respective perspectives to consider their own interests, not based on integrity and win-win cooperation.

Manufacturers use fraudulent means to make use of some false sales policies to set up agents' funds.

Commitment to the agent's rebate, entry fees, advertising fees will not be cashed.

Regardless of the inventory of agents.

Once agents do not have the ability to refund, they kick off.

And agents try to maximize their profits, take the development costs of manufacturers as their own profits, rush goods, hit prices, and retain manufacturers' promotional items.

Three. How to find a good agent to measure the standard of excellent agents: 1.. Business philosophy is consistent with the business philosophy of agents.

We can fully recognize the slaughtering of the industry, the harmony of the wind and the harmonica, the Harmonias of the insects, the Condor of the sun, the tonic oars, the unlucky and the black, the 2., the sufficient funds for the agents to meet the market development needs of the manufacturers, to carry out the market input, and to equip the relevant human resources, vehicles and warehouses according to the requirements of the manufacturers.

Enter all kinds of channels in the regional market, carry out brand promotion, prepare sufficient supply of goods, and return money to manufacturers in accordance with the agreement reached by both parties.

3. a good sales network agent's sales network can cover the entire regional market, and all kinds of channels are organically combined horizontally and vertically.

Having a strong wholesale channel and retail channel, the depth and width of the channel can fully meet the requirements of the manufacturers, reduce the cost of the network construction of the manufacturers, and quickly penetrate the whole market, increase the market share and the rate of distribution, and realize the deep tillage and meticulous work of the entire regional market.

4. the super distributors can fully mobilize the enthusiasm of all kinds of channels, formulate reasonable distribution policies, and effectively manage the two or three level distributors and guide buyers, so that each distributor will take the brand of his agent as the first brand to operate.

Each terminal can be built into a five good terminal with good image, good location, good appearance, good training and good sales volume, and the maximum sales volume and turnover speed of each terminal will be achieved.

5. good customer relationship agents should have good customer relationship with modern chain stores, traditional stores, two or three level distributors and various commercial departments in the region.

The operation of a brand is a systematic project, which needs to deal with the relationship with all sectors of society, and agents are the best carriers to deal with the relationship among departments in the region.

6. perfect after-sales service system, the quality of after-sales service directly affects the vitality of the brand, and most of the enterprises now give after-sales service to agents.

Therefore, a good agent should have a good sense of after-sales service, take after-sales service as a long-term strategy, and set up a professional after-sales service team to solve the problem of after-sales service in the area.

There are many criteria for measuring excellent agents, but there is only one standard for small and medium-sized enterprises: in a specific period, the agents who cooperate with contractual enterprises are good agents. For small and medium-sized enterprises, they do not necessarily have to find agents with the strongest capital, the largest sales network, the strongest distribution ability and the best relationship between customers and customers.

This is very easy to appear "you love her, she does not love you" phenomenon.

For example, when she gets your agency right, she will not push your product, or even reduce her competitors and prevent her from acting.

Take this approach as a strategy to attack your brand.

After taking the first shipment, they did not sell to the warehouse. Instead, your brand didn't pull and support was not enough.

Therefore, for SMEs, the most important thing is a highly identical business philosophy.

For financial strength, sales network, distribution capabilities, customer relationship, as long as in a specific period and scope, suitable contractual cooperation is good agent.

Four. The relationship between manufacturers and agents is the same as "lovers relationship", 1. goals are consistent, love and marriage.

Enterprises and agents from acquaintance, acquaintance to love, marriage is related to manufacturers and agents lifelong events.

From the very beginning, enterprises and agents should have a comprehensive understanding and understanding of both sides' "character" (Corporate Culture), "hobby" (enterprise positioning) expertise (core competitiveness of enterprises) and so on, and work out common goals.

2. mutual appreciation and encouragement.

Mao Zedong said: there are no perfect things in the world.

No man can live without grass.

Which manufacturers and agents are also like this.

There are no perfect manufacturers and agents.

In the process of cooperation between manufacturers and agents, the two sides should appreciate each other and encourage each other to see the advantages of each other. For example, brand agents for new market entry should see their market potential, product competitiveness, and manufacturers' support for the market.

For the agents whose sales network is not perfect, manufacturers should see their strong brand awareness and strong network building capability.

3. tolerate each other and use time to improve each other.

Manufacturers and agents as a community of interests, as a pair of strategic partners, should be like a pair of couples.

For the other party's shortcomings, we should tolerate each other, put forward reasonable suggestions and give some help to the other side.

For example, for agents with weak management capabilities, manufacturers can train agents to improve their management capabilities.

For the new market, its brand awareness is not high, but has a strong brand awareness, strong R & D capability and super strong financial strength manufacturers.

Agents should be viewed from a strategic perspective. Such manufacturers are blue chip stocks. Cooperation with such manufacturers is a long-term behavior. Agents should give manufacturers enough time to carry out brand actions.

4. empathy, understanding the other manufacturers and agents is a community of interests, but at the same time, it is an independent individual.

Both sides have their own angles to deal with problems, and there is also a conflict between the two sides.

At that time, you can't just stand on your own stand and look at the problem.

Manufacturers can not simply ask agents to pay more money, more goods.

Agents can not simply ask manufacturers to be low in price, big in support, small in risk and high in profits.

We should learn to think and understand each other and find a reasonable balance.

5. the short-term goal of high pressure, policy behavior can only solve the problem of a moment.

The cooperation between manufacturers and agents is a relatively stable process.

It is a long-term strategic cooperation process.

Now, some strong manufacturers or agents often pursue some high-profile policies in pursuit of their own interests or quick success and instant benefits.

For example, manufacturers compulsive request agents refund, in order to raise profits unilaterally raise product prices, mandatory requirements to sell some of the models which are not suitable for the region, otherwise stop supply.

Or because the market sales are not ideal, but do not start from the market itself, formulate some short-term promotion policies to stimulate agents to pick up the goods.

In order to win more profits in the short term, some strong agents oppress manufacturers to give more rebates, lower prices and more advertising fees.

Such high-voltage short term goals and policy actions can only solve the temporary problems, which will only lead to "breaking up" between the two sides.