How To Control Manufacturers (Two)

(two) the gap between them is to find out the loopholes or shortcomings of the other party, and to make the best use of them.

The use of 1 and shopping guide personnel at the large terminal is a form of regular sales promotion under the fast moving consumer goods industry. The wages of these guide staff and related management fees are generally borne by manufacturers. Of course, the management rights of these shopping guides are also concentrated in the hands of manufacturers.

Because wages are issued by manufacturers, some shopping guides are also unreasonable for dealers.

The actual feedback from the product to the terminal is often unable to be obtained from the shopping guide, and the promotion of the product that the distributor needs is difficult to achieve. The resident organization personnel (especially the supervisor level) are often non local people, which is bound to have some gaps in the communication with the shopping guide. It is difficult to manage everything more or less.

Some shopping guides with poor quality will also deceive manufacturers on the grounds that they are not familiar with local customs, and make excuses for laziness and laziness in their work.

The expatriate salesmen of the factory are mostly young men of twenty or thirty years old, and local shopping guides are often the forty or fifty year old aunt characters who can not afford to lose anything.

2, the understanding of the regional market situation and the fact that there is no right to speak without investigation, this remark represents a practical and realistic attitude.

Today, as the market is becoming more and more standardized and consumers are becoming more rational, full market research is very important.

In order to understand the market situation and consumer demand for products, and to implement precise marketing strategies, manufacturers usually arrange various types of market research activities to obtain the information and problems that manufacturers want to know.

A manufacturer may have several distributors to cooperate with it. It is impossible for a manufacturer to know the specific circumstances of every regional market.

Dealers can make good use of landlords and operate well.

There is a difference between the national sales promotion activities across the board. It is impossible for manufacturers to design sales promotion programmes 4, retail terminal training and new product listing training, respectively. Now many famous brand manufacturers in addition to arranging new promotions of distributors, when many new well-known brands are listed, they will carry out the two groups of retailers and retailers' new product promotion meetings. They will quickly and effectively enable all levels of channel intermediaries and retailers to clearly understand product concepts, functional appeals, main selling points and other product information of new products, so as to ensure that the concept of comprehensive communication of new products is in place, and establish a positive product image and enhance the relationship between manufacturers, so as to ensure the success of new products. 3, design promotion activities, the offline promotion activities of the manufacturers are often designed by their headquarters, and then implemented uniformly throughout the country, but the market characteristics and consumer values of each region are also discussed.

In order to enhance the practicability of this recommendation, manufacturers will also organize targeted training and problem solving analysis for the two groups of retailers and retailers in the daily operation of the difficult problems and confusion.

This form of vendor interaction is popular in many parts of the world in the two group of retailers and retailers. It has also greatly enhanced the degree of trust between the channel providers and retailers, and established the authority of the manufacturers in terms of operation.

However, most of the effective forms of communication are dominated by manufacturers. Dealers only come to inform the participants. The good things on the face are made by the manufacturers, and dealers even have a feeling of being built up.

5, and the private feelings of terminal manufacturers are usually maintained through distributors and terminals, although there are also representatives from overseas companies to maintain relations with terminal providers.

However, there is no distributor, and the localization of the original is friendly.

Moreover, dealers and terminal businesses in rural areas will have great convenience in their work.

6 and other business functions have many difficulties in direct management of terminal manufacturers, such as terminal display management, financial management, staff performance management and so on. These problems need to be properly implemented by manufacturers. There are bound to be many manpower and material difficulties. These difficulties are opportunities for dealers.

After analyzing the shortcomings of the manufacturer, the dealer can take specific measures to deal with the specific problems, make use of the imperfect functions of the manufacturer, intervene in the management of the factory, and turn the followers into partners.

1, shopping guide staff take over the management of the terminal purchasing staff, and the dealers should seize this point in time, magnify the negative effect of direct management of the shopping guide, and promise to ensure higher sales volume output under the same cost input.

As a manufacturer, it is also a way to increase sales at the terminal. Now there are more effective management tools to manage these shopping guides, and there is no extra cost increase, but also can reduce the daily workload of manufacturers' resident agencies.

Both the shopping guide and the distributors are both local people. Communication and investigation are much more convenient. The lazy tricks of the shopping guide are hard to get through, and the efficiency of the shopping guide can be improved immediately.

In addition, because the right to pay is changed to the dealer, the information feedback and the main push products demanded by the distributor can also be implemented in detail.

In fact, these are also secondary. For dealers, once the management rights of the shopping guides are won, the value generated is not just increasing the sales volume of several points.

It is not a product purchasing team.

Dealers may invest a lot of products in the same store. This only belongs to the dealer's own shopping guide team, which can achieve the guidance of multiple products at the same time, and enhance the sales volume of distributors' products as a whole.

Conversely, dealers can also be several manufacturers to fight for the cost of shopping guide.

2, research regional market dealers should start with the market research work of the manufacturers, find out the overall thinking, the related functions, the specific usage, the procedures, the key points, the approximate cost and so on.

Through the market research of these systems, dealers can have a clear and comprehensive understanding of the industry situation, future development trend and even overall competition situation in the market.

It also has professional factual basis in striving for or increasing the market cost of manufacturers.

3, do a good sales promotion activities, dealers are more familiar with local market and consumers, and know what local consumers want. This is also the core point of offline promotional activities. Offline promotions are not complicated in form. They are nothing more than special displays, matching gifts, raffle and staff promotions.

Later, manufacturers can only allocate promotional items and fees.

In addition to promoting sales promotion through more close to the local market, the company can also take the opportunity to train dealers' designers and designers in their own activities, and gradually form the ability of marketing planning, so as to provide a basis for a higher level of leading consumption.

It is not difficult to organize the communication between distributors and retailers by 4, training staff, distributors, and there are not many obstacles and difficulties.

For example, the concept of product is definitely the first time that the dealer receives the detailed explanation training of the manufacturer, and also has the opportunity to visit the actual production process, the listing status of the sample market, and the absolute amount of information. Combined with the understanding of the local market and local customs, the dealer can speak more well than the representative of the manufacturer.

In addition, the vast majority of dealers are retailers and two batches of businessmen coming step by step. At present, the problems encountered by the two batch of retailers and retailers have been solved by dealers before. They are more practical and maneuverable, and will not bring subjective theories back to the manufacturers when they answer such questions.

Besides, dealers are standing at a higher level than the two group of retailers and businessmen in looking at the market and looking forward to the future development. In addition, the dealer meetings organized by each manufacturer usually arrange expert level business masters for theoretical explanation and promotion, and there are many new breakthroughs and new revelations in thinking and reference.

At that time, if we listened carefully and maintained the interaction with the lecturers, we would benefit a lot. But we also knew how many dealers were dozing off every time they opened the dealer meeting.

It also requires a certain level of organization and coordination, a certain level of presentation and communication skills, but it is all possible to learn to improve by participating in the dealer meeting of the manufacturers.

Such meetings will play an extremely important role in establishing the authority of dealers in the local market and industry, and will form certain industry directivity.

Of course, many of the market functions of the manufacturers have certain professional standards and requirements. It is difficult for all distributors to achieve their current resources strength and capability level, but at least they can be improved step by step from above aspects.

Simple imitation can only get the fur and not the quintessence, which requires dealers to hold a good learning mentality, constantly demand their own progress and development, gradually replacing the market function of manufacturers, but also the process of dealers demanding higher standards for themselves. It is also a process from dealers to "selling".

5, making good use of contacts and contacts between dealers and terminal operators, both sides should have a very good understanding of temper and temperament.

There will be considerable common ground in work.

This is the resources of distributors.

There are some things that the manufacturers directly order, the terminal business is difficult to implement because of the difficulties in understanding, or the existence of estrangement with manufacturers.

At this point, dealers can come forward and organize their own terminal partners to analyze the pros and cons of their policies so as to promote the implementation of their policies.

6, the improvement of other functions of the manufacturer, a dealer between the manufacturers and the terminal manufacturers. Many policies need to be implemented by distributors.

Dealers should do what they can to do as much as possible, do a good job, let manufacturers feel a dependence on themselves.

At this time, the dealer's "intervention" work was basically completed.