Rebate: An Important Means Of Channel Promotion

< p > some enterprises, no matter how many tasks the customer has completed, have a fixed point rebate; some enterprises set up the goal task for the customers in a piecewise manner, and set the bottom line task for the client to get the rebate. The bottom line is not rebate, but the higher the target rate is, the higher the number of rebate points will be.

The former way is convenient for financial settlement, but because of drought and waterlogging, there is no clear goal, and the incentive to customer sales is often less than that of the latter way, which can not effectively achieve the effect of channel promotion.

The latter is a popular rebate incentive method, but the operation is relatively complicated. Many enterprises have great problems in the actual implementation process, but can not achieve the ideal < a href= "http://www.91se91.com/news/index_c.asp > incentive effect < /a >.

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< p > of course, different industries also attach different importance to rebate, and the operation methods are different. Some industries have a considerable amount of rebate. The channel providers pay great attention to it. Some customers even want to earn their profits by spellbound at the cost price, while some industries are generally less profitable than rebates.

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< p > fierce market competition, in order to win, it often causes enterprises to sacrifice eighteen weapons to fight for the market. In today's market, how to make full use of rebate so that it does not become a chicken in the eyes of dealers, and become a tempting gold pie? < /p >

< p > < strong > > a href= "http://www.91se91.com/news/index_c.asp" > rebate < /a >: < /strong > /p >

< p > at present, the most common way of enterprise application is annual rebate. Annual rebate is convenient for enterprises and dealers to make financial accounting, easy to calculate the marketing cost, and it is easy to refer to the policy factors such as refund and replacement, and formulate clear sales objectives, and the annual return book amount is always relatively large, which has certain temptation to customers.

However, the annual rebate period is relatively long, which is often short of prompt incentives to customers, and it is difficult for the sales targets to be adjusted in time. Moreover, if customers fail to find profits in the first few months of operation, they may lose interest in rebate.

Moreover, after a large market variable of annual rebate, it is not easy to control and lose its meaning.

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In the first half of 2003, in the first half of 2003, due to the raging of SARS, many agents in food and clothing industry failed to fulfill the sales targets set by the enterprises on schedule. Their rebates were also severely affected by their enthusiasm for distribution in the second half of the year. However, the pharmaceutical industry and other industries were unexpectedly ushered in the peak sales because of SARS. The sale of a chain drugstore in the first half of the year only completed three times the annual sales task signed by the manufacturer, according to its annual rebate contract signed with the pharmaceutical factory, in 2003, it could earn a rebate steadily from the pharmaceutical factory in 2003.

Under this condition, the chain pharmacies shifted their business focus to another drug factory which used higher quarterly rebates in the second half of the year.

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< p > < strong > monthly rebate: < /strong > /p >

< p > monthly rebate is conducive to prompt incentives to customers, so that customers can see the temptation of rebate at any time, which is equivalent to providing a powerful weapon for business personnel. Moreover, it is easier to work out reasonable task objectives and rebate target bottom line according to the actual market situation and peak season, and so it is very flexible to operate.

However, there are relatively high requirements for the company's financial accounting, and the amount of monthly rebates is often small, and the temptation is not enough. It is also prone to speculative psychology, which leads to unstable phenomena such as ups and downs in the market.

For example, dealers tend to press hard for the high rebate this month, resulting in a serious shrinkage of sales next month.

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< p > < strong > quarterly rebate, half year rebate: < /strong > /p >

< p > to integrate the advantages and disadvantages of the two ways of rebate in the first place, some enterprises began to adopt quarterly rebate and half yearly rebate method, which can ensure effective immediate incentives, make scientific objectives and adjust sales tasks and objectives in a timely manner, and make the rebate amount attractive. Moreover, financial management, cost accounting and return and other factors can be referred to in a compromise.

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< p > Random rebate: some enterprises will adopt an instant rebate method for certain products' < a href= "http://www.91se91.com/news/index_c.asp > sales incentives < /a >, in a specific period of time, the purchase is physical or cash incentives, encourage dealers to buy more.

For example, the food industry commonly used to buy ten boxes to give a box activities.

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< p > for enterprises, the specific way should be decided according to their actual situation. Different industry characteristics and different market environment should adopt different ways.

For industries with more market variables and unstable dealers, it is more appropriate to adopt a shorter rebate mode, which is conducive to rapidly stimulating dealers to increase investment in the brand's capital and energy, which is conducive to the rapid growth of the market, and also conducive to timely adjustment of sales policies.

In the case of stable dealer teams or long-term cooperation and mutual trust, a longer cycle of rebate can be adopted.

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< p > for the more obvious industry in the off-season, it is also suitable to use short cycle rebate mode, which is conducive to stimulating the growth of dealer performance in the off-season.

Other companies with relatively strong market control ability will adopt the combination of annual rebate and monthly rebate, both short-term performance award and long-term goal and task promotion, and more effectively achieve the incentive effect. This way has higher requirements for marketing management and financial management.

Of course, these methods are not absolute, usually for enterprises, the most suitable is the most practical.

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