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The Development Of Market Competition, Many Industries Are Shouting Slogans.

2013/7/31 21:10:00 14

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the development of market competition, many industries are chanting slogans, channels sinking and intensive farming. The past large dealers and provincial general distributors are becoming less and less in the current society. In the view of dealers, every market channel change is a regional reduction for them. It is inevitable for them to understand that every change in their marketing channels is understandable. Every time I lecture, my customers are sincere to marketing experts, Mr. Jiang Meng: "our distributors are hard to cooperate now." Jiang Meng teacher, how to train our dealers to be loyal to a factory.

some enterprises say, "Jiang Meng teacher:" why do dealers sell our products with insufficient motivation and do not push our products? "

How to solve it?

to solve these problems, we should make some efforts in the incentive of dealers. As the saying goes, there must be some brave men in the lottery. Before we encourage the dealers, we should understand the needs of the dealers and see what they are thinking.

last month I visited many dealers in the whole country. Every industry has, and the most they see is: the product is not good enough to buy. There is no advantage. There is a lot of inventory and profit in a year.

It's not easy to do!!!

Only a small number of dealers will express their future ideas, and many people are waiting for the policies and support of manufacturers.

what exactly does the dealer need? Jiang Meng teacher has made the following summary to the dealer's demand:

1: best-selling products and larger sales: good sales products;

crack proposal: dealers think I sit at home and so on, customers will pick up the best goods; such an idea can be said to be unrealistic, Coca-Cola, unified, Master Kang, their dealer's ability to request is in the middle of distribution capabilities, delivery capacity, have their own delivery trucks and warehouses.

2: reasonable profit and extra profit: preferential price, special subsidy and rebate;

cracking proposal: manufacturers are formulating policies that must be unified for dealers throughout the country, and not because they will be unified in a big way. This is the way to get rid of chaos.

3: stable business;

cracking proposal: stability is relative, business is not going forward or retreat, there is no so-called stability and standing in place.

4: sales network and industry status:

crack proposal: sales network is constantly visited and developed, and constantly maintain customer sentiment, and not just rely on the manufacturer's business personnel.

5: save capital and speed up turnover: favorable payment terms and so on.

6: cost saving (manpower, warehousing, distribution): a certain amount of pre production;

7: reduce financial risks.

8: Manufacturer's excellent service: advertising support; timely supply;

cracking proposal: brand is owned by both manufacturers and distributors. Dealers should also shoulder the shaping and dissemination of the influence of local brand.

9: enhance management and management ability: business personnel guidance; industry sales skills training;

The above nine points are summarized by Jiang Meng teacher in connection with the needs of the current dealers. Dealers in various fields and industries are all in such a state. As a marketing director, we must understand that their minds are uneasy, and they are afraid that the factory will cut him down that day. P

> therefore, in motivating distributors, I sum up to distribution: fame, profit, emotion and growth, these four terms are what they need most.

1: reputation motivates distributors: they hope their region will not be weakened:

"P" gives them the right of distribution. Therefore, in the process of communication with distributors, we need to give them fame and protect their interests, especially the long-term plans for manufacturers in the future market policy.

But they have no worries, and have always given him a dream, that is, the strategic alliance of manufacturers.

Less than P, wow ha ha's joint marketing mode solves the dealer's reputation problem and profit problem. If the dealer is not worried, he will do well in the market.

Two: profit motivating distributor:

what our manufacturers can do in this respect is to give the dealer a lower ex factory price and more rebate.

how does the manufacturer cleverly give the policy several suggestions and References:

1, gradually give dealers, do not give all policies at once.

2, the dealer's policy should lower his expectation on his request.

3, while giving policy, we also need to exchange some requests for customers.

rebate policy: Recently, there is a trend that manufacturers should implement the maximum rebate policy for end users;

It is a manufacturer of "a target=" _blank "href=" http://www.91se91.com/ "shoes" /a "son". If the dealer carries on the rebate promotion, how many pairs of shoes to be sent, and how many pairs of socks you send, the socks dealers will sell them. The consumers of the terminal market have not received any benefit at all. It is very difficult to stimulate consumers' desire for demand. If we give the end consumers a rebate promotion, say, buy a pair of shoes and send a pair of socks, let's think about whether the sales situation of your terminal stores will increase. Will the consumers be drawn and attracted? Will the sales volume of the distributors increase? Will the sales volume of the manufacturers increase??! You know!!!! /p! example: if you

Three: emotional incentive distributor:

A: respecting and respecting demand:

communication respect: respecting distributors in conversation and making them feel that factory workers are not like a big uncle;

a dealer who worked as a food dealer, when we talked, he said that the salesmen of the factory had sold better in the past few years, and the business people all wanted to speak hard like their uncle. Now the business is bad, the sales of products have declined nationwide, and the attitude has changed a lot.

etiquette respect: in some social situations, dealers must be treated as bosses. We don't care about the etiquette of dealers. At least you can't be bad because he is bad for you. You should treat him as a respectful place.

commitment: respect: commitment is to be done, do not promise, no one, he cares about other people's commitment to him, for the first time can be tolerated, second times, third times, dealers will be somewhat uncomfortable, although he did not say, but the heart has already been somewhat dissatisfied, the contradiction of manufacturers in this time of dissatisfaction, gradually split.

B: greeting - social needs:

some important festivals, family members' birthdays, children's golden roll, marriage and so on are all the best opportunities;

SMS greeting; telephone greeting; greeting in person.

C: commendation self actualization demand

when the dealer is doing better than others, it is necessary to praise in time, not necessarily spend money. A greeting, a blessing, a text message and a phone call can play a very good effect.

Four: Growth Incentive dealers:

dealer training and training of his employees: they do not like to learn and need to stimulate interest in learning. They do not want to do well, but the key is not knowing how to do well:

first level: basic training:

manufacturer's culture, manufacturer's product knowledge, industry understanding, competitors' understanding, consumer's understanding, increase dealer's confidence in running products, sales ability, sales steps and processes, distributors' management ideas.

second level: skill training:

sales skills, staff management, business knowledge (inventory, report, warehousing, finance, information) negotiation skills, terminal management, company original work, business philosophy, cooperation concept.

third level: Strategic Training

guide dealers to their own reasonable positioning, dealer customization and manufacturers more consistent development strategy, brand operation ability, company operation, team building, etc.

training form: regional centralized training; classified centralized training; training of different levels of distributors in batches; on-site training for large distributors; sales area reporting; sample market visits; and company training institute.