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    Home > Coatings News > Paints and Coatings Market > Marketing: how to sell to dealers in regional market

    Marketing: how to sell to dealers in regional market

    • Last Update: 2020-04-03
    • Source: Internet
    • Author: User
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    Core tip: the purpose of the cooperation between the enterprise and the dealer is that the enterprise has no network in that area Through the cooperation with the dealer, the enterprise brings its network into the enterprise's network, and makes use of the dealer's vehicles, personnel, funds, etc to make the sales volume of the products in this city increase rapidly Therefore, the cooperation between the enterprise and the dealer is the enterprise's rapid construction of the network, rapid recovery of funds, rapid start of the market, and fast As a way to increase sales rapidly, for the vast majority of food enterprises, distributors are also the fastest way to increase sales in the regional market However, the two key indicators that affect distributors' contribution to sales in the regional market are "the reality of distributors" 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 Home of coatings: The purpose of the cooperation between the enterprise and the dealer is that the enterprise has no network in that area Through the cooperation with the dealer, the enterprise brings its network into the enterprise's network, and makes use of the dealer's vehicles, personnel, funds, etc to make the sales volume of the products in this city increase rapidly Therefore, the cooperation between the enterprise and the dealer is the enterprise's rapid construction of the network, rapid recovery of funds, rapid start of the market and rapid increase of sales volume For the vast majority of food enterprises, distributors are also the fastest way to increase sales in the regional market, but the two key indicators that affect distributors' contribution to sales in the regional market are "distributors' strength and willingness to cooperate" Last year, enterprise a had a dealer manager Wang in a county market The dealer was mainly engaged in a national brand of instant noodles and washing powder, with 6 employees, 4 delivery vehicles and a warehouse area of 300 square meters The capital strength, terminal network control ability and dealers' willingness to cooperate are all very good As manager Wang is mainly engaged in instant noodle brand, the channel and the channel the enterprise wants to sell are very matched After more than one year's market operation, the brand's popularity and awareness have been improved to a certain extent, and a group of loyal consumers have been cultivated in the market However, in the early stage of the enterprise, there is only a simple sales assessment for dealers and salespeople without process management, no matter whether the black cat and white cat catch the mouse is a good cat Ignoring the assessment and process management of the basic indicators such as market laying rate, publicity vividness, customer information, number of active customers, and price system that affect the healthy development of the market, some disharmonious things happened between the manufacturers' cooperation Last year, the sales staff took away the deposit of the terminal store The enterprise's management system is not sound, which makes the employees drill into the funnel of the system Last year, in the operation of the market, the enterprise's salesperson took away the deposit of the terminal for shop recruitment, which was nearly 10000 yuan The terminal store asked the dealer for a deposit all day Because the salesperson ran away with the deposit, the enterprise has not solved the problem for the dealer, which has changed the relationship between the manufacturers I have to be nervous Manager Wang didn't pay for delivery after the year The enterprise has no process management only for the result assessment of sales personnel and dealers, which leads to the occurrence of the phenomenon of selling products' price reduction, discount and goods rejection, etc., which makes the product price system chaotic, the channel profit transparent, the channel lack of thrust, and affects the profit and cooperation willingness of dealers 1、 Solve problems and strengthen management In view of the escape of salesmen's money roll, considering the good cooperation intention of manager Wang and the enterprise, the channel of main products and the channel of selling goods match, the enterprise pays 10000 yuan of high-speed products to dealers in the form of goods compensation to make up for the loss caused by salesmen's money roll to dealers, in order to express the enterprise's apology for poor management last year Italy and the sincerity of cooperation, the enterprise also paid 2000 yuan more products to dealers Examine and discuss the defects of the early management system, and improve the key management tools It strengthens the process control ability of marketing work and makes the whole marketing process in a controllable state With the discovery of various work defects and problems existing in the front line, the enterprise has set up a supervision department, which ensures the objectivity and authority of the supervision from the organization, maximizes the role of the supervision department in marketing management, and facilitates the supervision of marketing personnel at all levels to continuously improve marketing The operation efficiency of the system and achieve good performance 2、 Increase revenue Here we use the word "income" instead of "profit", because income is multifaceted It includes not only profit, but also network, reputation, extra income, etc It is their nature for dealers to pursue profits as businessmen The reason why dealers cooperate with enterprises is that they think the products of enterprises are profitable, and that the products of enterprises bring more profits to channels than competitors Therefore, it is the key to realize the increase of regional market sales to keep an eye on the profits of dealers all the time For this reason, the enterprise upgrades the old products, unifies the channel price, raises the channel profit, and strengthens the channel management and maintenance In view of the new product listed enterprises, "spend money to buy time, spend time to change sales volume" to provide promotion support, improve the enthusiasm of dealers and channels to sell products After the above adjustment, the sincerity of enterprise cooperation deeply moved manager Wang, who took out all the vehicles and personnel of the company to make a quick distribution for the enterprise and made good achievements After the distribution, he also sent special personnel to carry out market development and maintenance for the products of the enterprise Improve the strength of dealers, structure determines function Enterprise a has a dealer manager Zhang in another county-level market The dealer is in charge of Finance and warehouse The main product is a famous national liquor brand in Northeast China The annual sales volume is about 5 million yuan There are 5 employees, including 3 salesmen and 2 salesmen, 2 salesmen operating township market, 1 salesmen operating urban market, and 3 salesmen are old Board's relatives are all older They basically don't understand the new marketing mode and knowledge They don't take the initiative to develop new channels They just deliver goods to the company's mature customers who have accumulated several years' development There are 3 delivery vehicles, 2 boxes of goods to villages and towns, and 1 tricycle to urban areas The liquor brand represented by the distributor is a mature liquor brand, which can bring him obvious profits The products of the enterprise are still in the growing period From the comparison between the sales of the liquor brand and the products of the enterprise, the obvious profit gap is relatively large In addition, manager Zhang's wife, the owner of the household, has a real view of the immediate interests, so there is no special personnel and vehicles for the products of enterprise a Sales and maintenance, only along the existing network natural sales, resulting in insufficient coverage of market outlets The main products are low-grade liquor and the core channels for enterprises to sell goods do not match For example, the core channels for low-grade liquor are class C and D hotels, small community supermarkets, etc the core channels for enterprises to sell goods are supermarkets, Internet cafes, schools, gas stations, etc., making the core channels blank Zhang manager and his staff do not understand the operation knowledge and skills of the supermarket Considering the high cost of the supermarket (entrance fee, bar code fee, stacking fee, end shelf fee, store celebration fee, major festival promotion fee and many fines), long account period, many links, etc., Zhang manager conflicts with the channel of the supermarket In view of the above reasons that affect the sales volume of the market, the enterprise has adopted "forcing" the dealers to add people, add cars to make up for the network coverage and strengthen the key channels In order to ensure the profit of the dealers, the enterprise has sent experienced sales personnel and dealers to sign contracts to participate in the management of the dealers The reason why the word "forced" is used here is that it is not the initiative of dealers Dealers, as businessmen, pursue profits by their nature The precondition is that enterprises must let dealers see that operating products can indeed make profits If they can't "force" the enterprises, they won't add people or cars 1、 Make up the network coverage: the first of the five indicators affecting the regional market sales is the effective market coverage rate, because only the products that can be seen and bought by consumers will be sold, and the most important part of making up the network coverage is to force dealers to add people and vehicles In view of the fact that there is no special vehicle for the dealers to develop and maintain the market sales of the products of the enterprise, the enterprise adopts the following strategies: 1 Finding the evidence of crime, taking the bill and calculating the account Through visiting the market, the salesmen of the enterprise look for the dealers in the process of visiting, because the vehicles and personnel are not enough to develop and maintain the market in place, resulting in the new outlet to ask for goods and the old outlet to be out of stock and no one to deliver goods They take the orders from the terminal store to calculate the profit stories for the dealers, and tell the dealers the profits brought by intensive cultivation of the market 2 Apply pressure Through terminal market rate, sales data analysis, customer complaint data, etc., the enterprise leaders are invited to put pressure on the dealers to tell them that if the market rate cannot be improved and the customer complaints remain high, the dealers will be disqualified 3 Interest inducement The dealer recruits a business and buys a car to sell the products of the enterprise The enterprise gives the dealer a certain subsidy for selling each product Through the above strategy, the dealer recruited 2 salesmen and sold a box cargo and a three-wheel special vehicle to develop and maintain the product market 2、 Strengthen key channels: key channels refer to the channels that have a significant impact on the sales, popularity or brand influence of products For the products of enterprises, Internet cafes, schools, gas stations, supermarkets and other channels are the core channels Brand a belongs to the second-line brand in the local area, and the big supermarket is very important to improve the brand's popularity For manager Zhang, he has not done a big supermarket before, and he lacks the skills to operate the big supermarket and conflicts with the supermarket channel The enterprise sent special personnel to Train Manager Wang and his employees, and took his employees to operate a large supermarket from supermarket investigation, negotiation, entering the store, piling up, promotion and so on After two months of operation, the result is that the sales volume of goods supplied to the large supermarket is very large, which is 10% higher than the profit of the second batch of supply, which firmly confirmed the operation of manager Wang Heart channel confidence, the city's remaining supermarkets and Internet cafes and other core channels manager Zhang also actively sent people to operate 3、 Signing and participating in management: as manager Zhang added personnel and vehicles according to the requirements of the enterprise, in order to ensure the annual revenue and healthy development of the market that the enterprise promised manager Zhang to sell the products, the enterprise dispatched a sales person with excellent professional knowledge and an agreement signed by manager Zhang to manage its sales personnel to operate the market according to the strategic deployment of the enterprise After adjusting manager Zhang's personnel, products and market in accordance with the above strategies, the company has achieved sales of nearly 1.5 million yuan in this market so far, double the same period last year, and the profits of the company and manager Zhang have also increased compared with last year
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