Enterprise Operation: How Dealers Break The Situation In An Emergency Crisis

When giving advice and training to dealers' friends, what struck me most was the current confusion of dealers in groups, and I didn't know how to go out next. Especially in the past two years, with the increase of product costs, labor and logistics costs, and the pressure from retailers, dealers' profits have come to a meager age. In the face of the increase of internal operating expenses from retailers and the market, if dealers want to base themselves on the market, earn profits and get out of the dilemma of meager profits, I personally believe that they must strengthen their internal management ability internally, have professional market operation methods externally, and use modern marketing methods to develop and manage the market. Then dealers must establish their own professionalism from the following aspects to improve the enterprise's operation ability.

Team building ability

In the era of teamwork, dealers can no longer rely on a heroic figure to support their enterprise development as before. In the past, every dealer would have such a figure, always thinking that if they catch one or two large sales accounts, they will have particularity and enjoy many privileges. Now what we need is people with the ability to cooperate. Sales is not only the result of business efforts, but also the result of the full cooperation of internal service, warehouse, transportation and other departments.

The premise of team building is to first set up the organizational structure of the enterprise, set up the responsibilities and obligations of each position according to the different positions. According to the ability of each person, each person's work style is different, and it is arranged to different positions. There is cooperation between departments, and between departments and each position. The process planning is completed, Enterprises can then enter the track of sound operation.

Possession of product resources

In the dealer enterprise, the biggest asset is the professional team who is familiar with the local market, and the brand represented by the dealer. According to the author's observation, the development process of a dealer is often developed along with the agent's brand. When you have rich channels and the brands you represent have certain popularity in the local market, many brands will come to you and ask you to be an agent. The more well-known brands the dealer represents, the more chips he has in channel operation, and it is easy to get good trading conditions.

Capital turnover capacity

With the homogenization of products and the intensification of market competition, it is difficult for dealers to achieve cash settlement whether they are in the traditional channel or in the modern store channel, especially in the operation of the hypermarket channel, the general contract payment period takes 45 days - 60 days, and some even 45 days after the monthly settlement of sales. Basically, it takes more than 70 days for the first-class payment to be returned to the company's account, It is also necessary to prepare a certain amount of goods for the hypermarket as inventory turnover, plus nearly 60 days of sales and distribution. This is a very considerable investment. I remember once when I was with the purchase director of an international famous store, I talked about that they preferred to choose the manufacturer's direct sales when selecting suppliers. Of course, the price was favorable, the relative strength of the manufacturer was stronger than that of the dealer, and there was strong capital to operate the nationwide stores. The third was that the supply of goods was guaranteed, and hundreds of stores nationwide were doing promotions, This quantity is very large, and it is difficult for dealers to control the production of goods. Yes, at present, dealers also need to pay attention to their financial strength to operate the market. Without financial strength, it is difficult to deepen the market.

Professional operation channel capability

With the evolution of market development, different channels have been set up in many fields to meet people's shopping needs, instead of the single traditional wholesale channel in the past, such as clothing You can go to department stores, professional clothing markets, specialty stores, group buying channels, online, etc; Food is also divided into many channels, such as professional food markets, modern supermarket channels, schools, stations, docks, convenience stores, etc. Channel refinement has a higher requirement for dealers' channel operation ability, because each channel has different characteristics, and the products sold in different channels are also different. In this way, if dealers want to expand the regional market, they must develop different sales policies according to different channels, and establish professional teams to operate different channels to meet the increasingly refined channel development requirements.

Terminal resource occupancy

I often emphasize the point that the market competition is actually the competition for terminal resources. It can be imagined that a brand can see good displays on the shelves whether you walk in the husband and wife store on the street or in the international hypermarket. The terminal pushes and pops posters in various ways, and after strict training, you can wear a uniform to guide customers, The performance of such a brand in the market, I believe, will be a strong brand, and the terminal resources are biased towards a certain brand, so this brand is very easy to occupy the regional market. There is no shortage of goods in the channel, but the lack of resources. It is said that the hypermarket is difficult to do, which is very arrogant. To put it bluntly, there are too many suppliers who need resources due to the lack of resources, so they have the bargaining chip.

Good customer maintenance ability

Sales is customer service, which is a good saying. Good customer service can bring us many conveniences when operating the market, such as shelf display, promotion promotion, off-site on-site promotion site, replenishment, new product entry, etc. We can see the importance of customer relationship. Good sales should start with good customer relationship.

Ability to provide sales services

To do traditional wholesale, we only need customers to make orders. As for how to display them? There is little concern about how to display, how to sell, and no staff to provide follow-up services. However, the new dealers cannot follow the traditional thinking to explore the market. We need to do more detailed sales services. Selling the goods is just the beginning of sales, far from the end. Only when the goods are truly proved in the hands of customers can the sales be completed. We need to do a good job in commodity distribution, commodity display, commodity sales and after-sales service.

Integrated marketing capability

The entry of commodities into the channel meets the opportunity to meet consumers. If the commodities are not promoted in the channel, it is also difficult to improve sales. A simple price reduction promotion may lead to a certain increase in sales, but it is difficult to maintain this sales momentum for a long time. When the promotion stops, sales will stop. This is the strange circle that many enterprises encounter when operating the market at present. If the goods are not promoted, they will not sell. Later, they will not have good sales.

We often say that the 4p in marketing is the product price channel promotion. These four elements constitute the 4p in marketing. However, we often only use the price element in the 4p, and it hurts the bones every time. Why not use the other elements? Only the organic combination of each element in 4p can exert its power, which is also what we often call the integrated marketing ability.

The development of the market is very fast. The dealers can gradually complete the transformation in such a short time, and develop rapidly. The dealers have not mastered various marketing technologies, and a large number of dealers have been supported by the manufacturer to achieve today's scale. Now, with the economic downturn and various inflationary pressures squeezing the profits of various industries, dealers need to improve their capabilities to get out of the haze. I hope this article can serve as an introduction to the development of dealers' friends and provide them with more ideas on how to look at problems.