Why Are Small Dealers Willing To Devote Themselves To Big Brands?

Many people say: big dealers will only contribute to big brands. This makes small brands feel inferior. In fact, this is not the case. In the process of assisting the growth of weak and small brands, we have received good support from big dealers. They have made a great contribution to the growth of these weak and small brands today. Not only have we helped, but most of the small and weak brands that have grown strong today benefit from this. I don't believe it. As a small and medium-sized enterprise, I think it is generally willing to believe this, but the question is: Why are big dealers willing to devote themselves to small brands? Reason 1: big dealers are not dedicated to small brands, but to profitable schemes that are good for them. The big or small brand is not the key, the key is whether it is conducive to the dealers to make money, as long as it is conducive to making money, even small brands, dealers are willing to follow suit. What do enterprises sell to dealers? Is it a product (service)? Is it your own strength? Is it price or profit margin?... None, all of them. Why not? Because dealers are not only concerned about a certain item, in essence, it is not. Why are they all? Because it's all about it. Dealers are concerned about the system made up of all these, and this system is a money making scheme. There is only one criterion to evaluate this money making scheme: is it best for you to make money? Is the best product (service) sure to make money for yourself? Not really. Good products (services), but bad promotion, or service or price, etc. may affect the final profit. Conversely, it may not be the best product (service). However, because the whole system is designed to be highly competitive and profitable, it is still a good way to make money. As for the size of the brand, it's easy to figure out. Big brands are a good cash cow for brand owners, but not necessarily for dealers. What's more, why don't most of the distributors transfer the large amount of money to the dealers in order to make such a big price adjustment? I have conditions, because there are too many people who want to sell me. I have the initiative. I will make most of the money, but it will not be profiteering. I don't need to let the huge profits out. It's just so simple. Therefore, this is not necessarily the best way to make money for dealers. Conversely, those small brands that are or are expected to grow at a high speed may make dealers more profitable. For example, the profit margin will be larger, the market will be larger, the entry threshold will be lower, and so on. I have a very vulgar example, for example, the dealer right of a big brand is like a sauce bone. It's a pity to give up. But a good small brand is like a soaring small stock, investment is profitable. Of course, it is not a small brand is equal to a good stock. It must be a well planned small brand. It should be well planned and combined from all aspects of marketing, so as to form a system scheme that is most conducive to the dealers to make money and most conducive to their own growth. It's the key to make money for dealers. No, it's not easy to make big brands. It's also easy to make small brands. In the final analysis, dealers care about themselves! There are also reasons for the success of the brand design: 2. Having a good money making scheme only solves the problem of the first step, which is not equal to success. The promotion level of the scheme will determine the result. Is it possible for small brands to promote it successfully? probably! But it has to be done in the right way. Method 1: find the right object. It's like looking for a wife or husband. It's not good to be rich or beautiful. Is the personality, lifestyle and even values of the other party (similar to the reputation of the dealer, cooperation philosophy, business ideas, etc.) suitable for you? Can the other party call you? Is it necessary to invest in this project? Otherwise, wishful thinking will be very tired and may not work. In addition, are the two sides in good health (similar to the strength of various resources such as funds, network, team, etc.)? Can we have children? This kind of marriage must have children (produce good sales and profits), otherwise it will divorce. Divorce will involve a lot of troubles such as property division, which may be unpleasant and leave sequelae (in addition to leaving bad market reputation, it may also lead to market chaos, such as disordered prices). Finding a partner is not the ultimate goal. The ultimate goal is to live a long life. You may not live together for a long time. At least, you can go for quite a while. Therefore, to find the right one, if both parties exchange calls, the cost of falling in love (time, cost, energy, etc.) will be greatly reduced. Therefore, before inviting investment, we should collect and establish the dealer files, and study, classify, prioritize and screen the dealers. We should not attack blindly. We should concentrate our superior forces to attack from the places most suitable for us. 2: the image should be well packaged. Although I am small (small business scale) or young (new or weak brand), I can be beautiful (good corporate and brand image), and if I can't be beautiful, I can be cute (the corporate and brand image is pleasing). Although I have no money (less funds), I can be very cultural and tasteful (ideas, credibility, ideas and other software). I am not big, but I can be very personal beauty (differentiation). These are not patents for big brands. This image packaging, not only refers to vision (VI), but also concept (MI) and behavior (BI). Package every element involved in the scheme, such as enterprise, product, technology, service, promotion, policy, etc. A well packaged small brand is like a young man. When you look at his temperament and deal with him, you will feel that although he has nothing, he has nothing to do with him. All kinds of information revealed by him make you believe that he has a promising future! Therefore, we must carry on the good image packing to the enterprise. It should be mentioned in particular that the leader of an enterprise must be well packaged as a person with credibility, vision, thinking, courage and determination. The core operation team should also be well packaged. The dealers are, to a large extent, leaders and core teams of investment enterprises. Method 3: to find a good matchmaker with a good matchmaker and help, your advantages will be well confirmed or even amplified, because a good matchmaker has brand influence, it will give you bonus points. At the same time, it's easier and more dignified to meet your target. In the early stage of investment promotion, it is not easy for small brands to meet with big dealers or arouse their interest. It is not easy for them to understand you or trust you. If you don't give them the first chance, everything can't be carried out. If you don't give them the first chance, they will not only lose their shares, but also easily let them look down on you and hide further. Therefore, we need a good "media" to lead the line. For example, with the help of authoritative trade fairs and attractive authoritative forums, various authoritative platforms and figures may become good media. It is the most common practice in the past and also the most inefficient way today to send salesmen directly to promote sales one by one or invite dealers to a meeting by themselves. Small brand investment meeting must be planned. Method 4: when the temptation should not be pursued, when the pursuit should not be seduced. Luring and chasing are important arts in love. When the other party does not understand your "selling point", chasing after it will only disgust the other party and hide further. In the initial stage, the most important thing is to show your selling point to the other party skillfully and fully (this is not an easy thing, how to quickly spread it in place at low cost? The author has detailed description in other articles, so as to expand the other party's interest in needs and stimulate their desire to approach themselves. When these are completed, the other party is likely to have some other concerns that cannot be solved. Some of them can be solved through your efforts, some of which can not be solved for the time being. At this time, chasing after them will help to find and solve the concerns. For the concerns that cannot be solved temporarily, the other party will decide to accept them because they are moved by your sincerity All you have. In the work of attracting investment, the most important thing at the beginning is communication. After successful communication in the minds of the other party, close and in-depth follow-up will be carried out. Therefore, in the initial stage of investment promotion, we believe that the focus is on publicity and publicity, and then interview and follow-up. In reality, it is hard for enterprises. Method 5: the credibility should be listed separately and emphasized here. This is often the biggest obstacle. You can't believe it. I just can't believe it. Proof needs to be found in all aspects. For example, is it possible to make some model markets in advance? Model dealer? Model model? If not, what aspects can you try to find as many witnesses as possible? We can't find them directly or indirectly. The data quoted in the market analysis, the market competitiveness of products (services), the competitiveness of marketing mode, the feasibility and effectiveness of the overall scheme should be found as much as possible. Don't talk to yourself. Let others say it well. For example, ask the customer representative, the dealer representative, the industry expert or authority, the media, the government, the stars and influential people. Let's think about it. It doesn't matter if you don't believe me. You believe him, he believes me. If I ask him to speak for me, you will naturally believe me. Method 6: manufacturing competition: competition is more attractive, and the things from competition are more precious. This is human nature! Make full use of this humanity. Therefore, 1. The information release surface of investment promotion should have a certain width to let more people know. 2. If the interests of the lottery are sufficiently high, we should set the interests of the lottery as high as possible. 3. Set the necessary threshold. It can't make people feel that they can get it easily. Although I am a small brand and you are a big dealer, we are equal here and we are two-way choice. I have a choice, too. Method 7: sell "Hope" instead of "reality". What we sell to dealers is a blueprint and a virtual cake. We need to make this virtual cake as real, fragrant, smelly, visible and mouth watering. Just like telling stories in the capital market can make a lot of investment. We can admit some unimportant shortcomings in order to gain trust, but we don't need to show our flaws in a naked way. This will make the other party have the illusion that it is not conducive to us. We should know that there is a rule in cognitive psychology: it is easy for people to amplify the strengthened information. This kind of honesty is unnecessary and unnecessary. Some aspects need asymmetric information. As long as you get their support, these defects are not a problem and will even disappear. From the perspective of the other party's interests, you need to sell your hope in place, because you are giving them a chance to make money. In a word, it's possible to get married with a small dealer, and you can have a big child with a small dealer. The key is that you should first be a man or woman with good fertility (excellent money making scheme), and then you should know how to talk about this seemingly wrong love (the ability to promote "money making program"). Liu Jianle, chairman and chief planner of brand marketing planning organization and essential brand marketing planning organization, special consultant of many international 4A companies, special planner of many famous domestic consulting companies, distinguished professors of many universities (including Ningbo University), gold medal lecturer of China President training network, training lecturer of Chinese senior marketing qualification, and senior manager of China Qualified trainer. He has served as a brand marketing consultant for the general managers of dozens of enterprises for a long time. He has been awarded the honorary title of top ten planners in the Yangtze River Delta for many times. He has also served as the Deputy Secretary General of Ningbo Marketing Association and other social positions. LED or participated in the marketing planning of hundreds of brands, including InBev (KK beer)