Marketing: Construction and management of the new paint dealer team

Core tip: as an important part of the healthy organism of the coating enterprises, the construction and management of the dealers' team has always been the most concerned thing of the coating manufacturers Therefore, it is the goal of each coating enterprise to build a dealer team with good reputation, high loyalty, the ability to "share one heart and one mind" with the company and "life and death" Then, in this era of "customer is God" slogan, how to create a strategic "win-win" & R Paint knowledge | precautions for wall paint color selection Recommended introduction: when painting the wall, the owner sometimes has difficulty in choosing what color of the wall paint to paint In fact, there is no ugly color in the wall paint, only the disharmonious color matching The use of wall color contains the knowledge of health Too strong color will stimulate people's perception, make people have a sense of fidgety, affect people's mental health Grasp the basic principles of wall color and paint a colorful space 1、 Wall paint color selection notice 1 Light color is generally used for the top surface Light colors make people feel light, dark colors make people feel heavy Usually, the treatment of rooms is from top to bottom, from shallow to deep For example, the ceiling and walls of rooms are white and Paint Home News: as an important part of healthy organic organization of paint enterprises, the construction and management of the dealers' team has always been the most concerned thing of all paint manufacturers Therefore, to build a dealer team with good reputation, high loyalty, the ability to "share one heart and one mind" with the company and "life and death and sharing" is the goal of every paint enterprise So, in this era of "customer is God" slogan, how to create a strategic "win-win" new partnership of manufacturers? The first maxim of the construction and management of the new paint dealer team is that the best advice is to be right for everyone: dealers are "selected", not "picked" Choosing a dealer is like a person "talking about marriage and marriage", which is related to "the end of life" Therefore, we should be careful Then, how to choose a paint dealer and what kind of paint dealer is the best? The author believes that the choice of paint dealers should be based on "family background", pay attention to "door-to-door", not blindly "Climbing" or "low" As the saying goes, factories cheat customers and customers cheat factories, but when the conditions are equal, many troubles will be saved Paint dealers are "selected" rather than "picked" from the market The selection of dealers should be "tailored" according to the specific situation of the manufacturer, not "scaled up" or "just small", and the right one is the best Choosing a "favorite" distributor will lay a good foundation for the future market operation and long-term development Do not be fooled by profit and wisdom for the sake of sales volume for a while, and ignore "life-long", so as to "lift a stone and hit your own feet" In the end, you will suffer Maxim 2: it's better to rely on heaven and earth than on your own love to "fight" to win the advice: dealers are "made", not "relied on" If the paint dealer is selected, is everything going well? The answer is No If a market wants "long-term stability", long-term development, and sales volume and brand promotion, the most important thing is to "do", that is, to operate the market conscientiously The real good market is not "relying on" but "doing" Maxim 3: create a "family" atmosphere and create a "win-win" pattern advice: dealers are "managed" rather than "favored" Manufacturers and distributors are like a family combination Manufacturers are "parents" and distributors are "members", while marketing representatives are "spokesmen" and "family law executors" of manufacturers Manufacturers can neither "stick out filial piety" to distributors, nor "flog" or "use punishment", nor "indulge", "indulge" or "indulge" Good dealers come out of "management", not "pet" Maxim 4: "children can be taught to develop in coordination advice: dealers are taught, not coaxed." In terms of the construction of marketing team, a generally accepted saying is to build a "customer consultant" marketing team, which means that as the marketing personnel who play the role of "hub and bridge" between manufacturers, they should not only be good "economic advisors" to customers, but also be able to cooperate with manufacturers to train customers and their subordinates, enhance their centripetal force, and promote the coordinated development of both sides Case study: brand a frozen food company has established a factory in 95 years In less than 10 years, it has become a famous local brand with ten advanced production lines and sales areas in more than ten provinces and cities The most amazing thing is that 80% of the nearly 200 customers are old customers with more than 6 years of distribution experience What kind of magic does the company use to attract so many loyal customers? Its rolling and rapid development Where is the charm? 1、 The annual meeting of dealers is held every year Every December, dealers from all over the country gather in city a, where the company is located The annual meeting not only publicizes the company's marketing policies for the new year, but also employs external experts and scholars to train all dealers in economic situation analysis, industrial development direction, dealers' future trend and other relevant contents From the external environment to "brainwash" dealers, inculcate the company's development and business philosophy In order to enable them to think with the company's heart and make efforts to work together, so as to form the company's strong core competitiveness 2、 Training sessions are held quarterly Every quarter, a brand frozen food company organizes special training for dealers in batches, which mainly includes the establishment of dealers' profitability, channel management, personnel management, inventory management and financial management of dealers From the perspective of dealer development, build a high-quality dealer team, assist dealers to improve and develop together 3、 Mobile training sessions are held from time to time Every month, the company organizes training specialists to go deep into the first-line market, communicate and train customers and their personnel anytime and anywhere, mainly including the promotion of marketing skills, access strategy, promotion strategy, market segmentation, etc The above training activities are carried out solidly and effectively, from beginning to end They not only mobilize the dealers' enthusiasm for participation, but also point out the direction for the dealers' strategic planning They not only have clear ideas, but also have specific strategies, which not only improve the profitability of customers, but also enhance their loyalty to the company, playing a market effect of "carving" more than one arrow Maxim 5: pressure drive to stimulate potential advice: dealers are "stimulated", not "waiting" Maslow's hierarchy of needs discusses that people have five major needs, the first is physiological needs, the second is security needs, the third is social needs, the fourth is respect needs, and the fifth is self realization needs Make full use of the theory of Markovian, in line with the principle of "respect self, realize self", pressure driven, stimulate potential, sometimes have unexpected results Everyone has inertia, and dealers in the paint industry are no exception As a successful manufacturer, it is necessary to constantly push through the old and bring forth new marketing incentive policies and strategic means to stimulate the potential of dealers and maximize their ability, so as to create one sales miracle after another As Wang Jinxi, an iron man, said, "a well can't produce oil without pressure, and a man can float without pressure." Don't be full of expectations for "waiting" The truly successful dealers are "stimulated" rather than "waiting" It's better to take the initiative to "excite" than to "wait for money" With the development of coating industry, the market competition will become more and more fierce Therefore, the building of an excellent dealer team is bound to be full of uncertain and unpredictable variables However, no matter how it changes, as long as we "grasp" the "inferior nature" of people and make good use of it, "stick" plus "carrot" and "Enwei" are implemented simultaneously, we still have a bright prospect of new cooperation and a new strategic "win-win" partnership We can still build a market economy with mutual benefit and win-win results The future will be brilliant! Key words: coating sales coating enterprise: network marketing wins the competition first, coating industry's next development point, similar information, deep cultivation of channel construction, helping to build a comprehensive coating service provider, China's major coating varieties import and export statistics in the first half of 2016, August 3, BASF's coating sales fell by 4% in the first half of 2016, China's coating industry entered a period of low-speed growth The global coating demand is expected to reach 54.7 million tons in 2020 Coating marketing: the correct use of telemarketing, coating sales can still "break the curtain of Jiangsu Chenguang coating sales elite training meeting Outside! Outside! 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