Reflections And Analysis Of Agent Sales

How many years of agency sales has gone on? Today, the development is so different that we have to analyze the various factors of agent sales.

Whether we sell or sell agents, we are doing the work of marketing. The fundamentals of marketing are 4P: products, prices, channels and promotions. These four points constitute the core elements of marketing.

Product: the core factor is the front-end of marketing, and the key to market competitiveness. This factor is mainly solved by the internal strength of the enterprise, and has little to do with the external market.

Price: the most basic skill to be mastered by marketing, there are many methods of pricing, but they must obey and serve the overall strategy of enterprises.

Channel: a channel to sell products. From a collection point of view, it is a large number of distributors and an organization unit of sales products.

Promotion: it is the use of various factors to promote consumer psychology, to achieve targeted sales and improve sales purposes.

From the above four main factors, the product links are mainly at the headquarters level, including R & D, procurement and production, especially the R & D is the most important part; price should be the choice of enterprises according to their product positioning and market competitiveness, referring to the industry situation, mainly at the headquarters level, but the enterprises with subsidiary companies may be subject to two planning and packaging, and channels and promotions are the core work of the branches and offices. The branches are looking for businesses, developing networks and increasing sales scale according to their own products.

Looking at all kinds of brands and agents in the market, we find that some cooperation is good, some are general, and some are almost unable to cooperate. What causes the appearance of agents?

We have to analyze the agency, especially his profit seeking characteristics.

1, first of all, the agency is also a company. It is an organization established by shareholders in pursuit of profits. This nature determines that he is going to pursue profits.

Without restrictions, there is no need to care too much about the sales scale of the manufacturers, which is likely to deviate from the starting point of the supply enterprises.

2, if there is no clear market price limit, it will give rise to the illusion that agents continue to pursue high profits. This should not be his rights and aspirations.

As a sales agency, we should share the same fate with the supply enterprise. Under the circumstances of maintaining a reasonable profit point in the industry, the most important task is to exercise the responsibility and obligation of the sales enterprise: maximize the scale.

3, because of the profit seeking characteristics of the agency.

Resulting in the product sales structure no concern, which product can make more money, which product can make money fast, which product can be pushed into which products, which is a large number of products, and the other products are completely ignored, which also decides that the product structure of sales can only be one side, most of the special machine, low price machine, the enterprise requirements to promote the high-end machine, new products, the old products need to clean up in time, because for him, it needs the price difference between the sales and shipping speed, the low and medium price machine obviously occupies advantage in this respect.

4, and who is responsible for the brand maintenance of an enterprise.

It is impossible for anyone to decide how long the agent will be able to make the money, so make a year's money. If it can still be shipped, who will maintain its brand?

5, at the end of the agency, a large number of problems left by the market are also unavoidable. When the time comes, only the enterprises themselves will end up. Of course, enterprises do not want to continue to do so in this area.

How can we effectively avoid these problems and let sales agents develop smoothly?

1, make the rules of the game well.

The sales agent is acting on the sale of a certain area of a brand enterprise for a certain period of time, exercising the functions and functions of the Sales Department of the enterprise.

Let others do what they should do, first of all, others are willing to do so, and secondly, they must rest assured.

To solve other people's willingness to do something depends on their brand's appeal and market competitiveness.

Some people are willing to act as agents. You don't trust yourself. This is another problem. To make yourself feel relieved, it is necessary to design a game rule. The main points are: A and the formulation of sales scale.

The scale of sales should be reasonable. According to the capacity and growth of the market, the input and development cycle of the enterprise, the task can not be set too high, nor can it be set too low or too high. It will make the agent lose confidence and be too low, and it will not have the incentive function.

B, agency price and agency profit making.

This is a very core issue. All the people in the world are in the right place, and the world is full of profit. The purpose of the agency is to make money, but gentlemen love money and have a good way. If we want to have long-term profits, we must make long-term market. Therefore, the formulation of profit points must be reasonable, which will be beneficial to the development and cultivation of the market.

C, channel maintenance.

It is not the digging of food in the basket, some of them may be poisonous, some will not rot in time, and timely maintenance is essential.

D, promotional activities.

Good wine is also afraid of deep alley. If we want to sell well, we must do more activities, more promotions and more results. We must agree on the investment and intensity of both sides.

The above problems are agreed, signed in the contract, first villain, after gentleman.

Then the follow-up work has the norm and basis.

2, support and restriction must be in place. Even if there is an agent, it is not everything.

Agents can act as agents, supply enterprises to do the work of supply companies, and cooperate well so as to push this pattern forward. Two main points are support and restriction.

Support: A, product support.

It is difficult for a skilled woman to make bricks without straw, and to provide good products, new products and products suitable for the local market.

B, training support.

Let other companies act as agents, and they can also make their own efforts to study the market, study the products, dig out their unique selling points, and train their agents. This is an inevitable task.

C, marketing and channel maintenance D, promotional support, both physical and spiritual.

Constraints: A, price unified B, stable channel C, effective D activities, restrictions on brand behavior, 3, communication and supervision at any time, since acting as agent is not a matter of agency company, then it is necessary to maintain communication with the agent company at any time, and communication must be effective, disseminate advanced experience of other places, put forward the problem of finding out, discuss and resolve, analyze the sales schedule and sales structure in time, and also discuss the sales cost and sales profit, compare with the annual contract of the agent, and solve the problem with time.

Supervision is also necessary. Under normal circumstances, the agent pays more attention to profits and will not pay too much attention to the long-term market problems. If there is a big problem, the products of the other enterprises will be surrogate. The products that are represented will be faced with the risk of being expelled from the market. If we want to ensure that the same execution is not out of order and ensure the long-term normal development of the relationship with the agent, we must supervise the market at any time, and do not allow the agents to do short-term actions that will damage the long-term healthy development of the market.

4, brand maintenance is very important, brand is always its own, acting for twenty years, one day not acting, brand also has nothing to do with the original agent, this is like renting, renting for ten years, no property rights, the house is also half a relationship and you do not have.

The brand maintenance can be said to be an enterprise's own affair, basically has nothing to do with the agent.

What does brand maintenance do?

A, brand advertising, B, large-scale public relations activities C, all kinds of actions that affect the image and long-term development of the company take note of these problems, and take effective measures. The life of agent sales may usher in the second spring.