Reflection On Channel Management In Garment Industry

How to do it

Through the experience of actual combat, the author has gained some experience from his own experience, and now he shares the following with a view to giving advice.

First, the first principle of channels: always let dealers follow our train of thought.

The way to communicate is to communicate with distributors. There is a relationship between guidance and guidance in the process of communication. Therefore, as a salesperson, we should constantly improve ourselves, guide distributors, and let dealers follow our way of thinking. If we fail to do so, our work will be very passive, and fate will be handed to others.

Channel management is nothing more than two aspects: first, the development of new business; two, the management of old businessmen.

Two, develop new business

One of the abilities that a salesperson needs is empathy. We want dealers to do our products. We have to think from the dealer's point of view why he wants to make our products and understand the problem. We will have something to talk about when we are in touch with distributors.

Dealers choose whether to make a product, mainly considering three factors: 1, short-term profits; 2, long-term development; 3, risk.

Therefore, when we communicate with distributors, we should clearly tell each other what benefits we can get in this business in the short term, what kind of development we can get in the long run, what risks we can foresee, what we will do to these risks, and prevent dealers from losing.

When developing new business, the most important thing is to set up a new business.

Confidence in the company's products allows dealers to invest more energy in doing so, rather than being a distributor's chicken product.

Three, manage the old business

Many salesmen may think that managing distributors is to convey the company's policies, and to drink, eat and boast B with distributors. I think this is totally wrong. If business is so simple, anyone can do business. Actually, doing business needs a lot of things, especially for channels.

According to my own experience, I divide salesmen into three categories: the first is to simply convey the company's policies; I call him the pmitter of information; the second one is to train the employees of the distributors, the training of sales skills, to help dealers solve some problems, I call him a tactical salesperson, and the third is to provide suggestions for the development of distributors, and provide guidance to dealers from strategically. I call him a strategic salesperson.

Current

In order to reduce the company's business risk, dealers rarely make single brand, and usually operate multiple brands at the same time.

Dealers' brands can be divided into brands, customers' brands and vacancy brands according to the investment of distributors.

The main promotion brand is the profit type product and pressure product of the distributor. Generally speaking, the customer service brand is the product with high brand reputation, but usually the profit margin is low. The distributor generally does not advocate the push, only runs the flow, and the supplement brand is only a supplement to the distributor, so it is difficult for the distributor to attach importance to it.