Marketing: the mistakes that should be paid attention to in the marketing of paint dealers

Core tip: the paint dealer is the main person who sells the paint in the paint enterprise, and also the key person who obtains the market resources for the paint enterprise The sales ability of the paint dealer determines whether the paint dealer can successfully occupy the market, and also determines the sales ability of the paint enterprise So as a paint dealer in the market, what are the main problems? 1、 There are some misunderstandings in the selection of coating products 1 Only pay attention to the profit space of coating products and ignore the profit rate of coating products There is nothing wrong with dealers seeking profits in business But how to seek profits? There are many dealers in the selection 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 news: the paint dealer is the main personnel of the paint enterprise to sell the paint, and also the key person for the paint enterprise to obtain the market resources The sales ability of the paint dealer determines whether the paint dealer can successfully occupy the market, and also determines the sales ability of the paint enterprise So as a paint dealer in the market, what are the main problems? 1、 Misunderstandings in the selection of coating products I only pay attention to the profit space of coating products and ignore the profit margin of coating products There is nothing wrong with dealers seeking profits in doing business But how to seek profits? Many dealers often ask the manufacturer's business personnel the first sentence when they choose products without considering the price of the products: "how much money can be made for this one" when they don't consider the price of the products What they focus on is how much profit can be brought to themselves by a single coating product In fact, the main problem that causes this is the problem between the product profit space and the product profit margin Today, with the increasingly fierce competition and the increasingly diluted profits of the paint dealers, the paint dealers should pay more attention to the calculation of the detailed accounts In consideration of the profit space of the products, the calculation of the profit rate should not be ignored Only a good calculation can achieve the best input-output ratio and earn more profits Misunderstanding 2 It is a game for paint dealers to only look at the short-term interests in the immediate future and ignore the long-term interests in the future Although the long-term interests are conducive to a longer-term development and obtain a longer-term return, the long-term interests contain too much uncertainty Therefore, the immediate vested interests are more valued by dealers Because of the above problems, many dealers often enter two misunderstandings when choosing products One is that as long as the products can bring profits to themselves in a short period of time, they will not consider the brand, quality and long-term operation of coating products, as long as they can earn money; the other is that for some dealers with good market development prospects, but not for sales in the near future Good coating products, products that can't bring profits for the time being, regardless of the enterprise, the market development prospect or the product brand, will all enter the dead cell, and their vision or selection range will be eliminated Misunderstanding 3, only focus on the choice of products and ignore the combination of product groups to choose a good coating product to add to the existing product mix of dealers will increase profits? The answer is not necessarily Although many dealers choose good products to add to their product groups, the new products and the existing products can't be well matched and combined, resulting in the situation that dealers die when they are free and die when they are busy Throughout the year, they don't make much money when calculating accounts, But also because the product mix is not suitable to cause a large amount of waste of human and material resources and the customer relationship is greatly reduced due to the poor after-sales service, resulting in the shrinkage of the market This is mainly because the paint dealers only pay attention to the selection of individual products and neglect the combination of the whole product line, resulting in internal friction between products due to competition in channels, logistics and human resources Therefore, when selecting products, the dealers should fully consider the actual situation of their own human, material and financial resources, and at the same time, they should see clearly from themselves The source and disadvantage of channel and brand have been considered comprehensively to realize the organic integration of product line 2、 Misunderstandings in market operation I only focusing on market distribution and neglecting after-sales service Many dealers attach great importance to the work of goods distribution They are willing to invest in manpower and material resources for goods distribution Sometimes they even go to the battle in person The purpose is to spread the goods as soon as possible and make money quickly But when it comes to the work of after-sales service, many dealers don't take it seriously They don't pay attention to the work of after-sales service in the market and are unwilling to do it To invest, in the eyes of many dealers to do after-sales service is to spend money in vain Due to such understanding mistakes and improper practices, leading to customer complaints, the final result is that the market terminal point is less and less, and the sales volume of products is smaller and smaller Misunderstanding 2 Only pay attention to market development and neglect market planning Dealers have their own views and understandings on how to develop the market However, because of this kind of familiarity, many dealers often rely on their good customer relationship and channel relationship when developing the market When developing the market, they are always coaxed to go up without considering the actual situation of the market and treat all the markets in the same way The coating products on the market do not consider whether the products are in line with the market, whether the promotion means are appropriate, and whether the developed outlets are effective In the market development, it is only emphasized that the products they represent should be put on the market in a short period of time, and the one-sided view that they have good customer and channel relations is sure to succeed in the market development, and the products will be sold in the future For sale Third, only pay attention to the size of the market area and ignore the intensive cultivation of the market A large market area means a large sales volume Doing anything at will often produce good benefits and attract the attention of manufacturers This is the reason why every dealer hopes that the larger the market area is, the better Especially when every enterprise has made sales tasks for dealers, the bigger the market area is, the more important it is for every dealer Dream, therefore, in many cases, the reason why dealers can't fulfill their tasks is that their area is not large enough, rather than focusing on their existing market to consider how their market is doing, what problems they have, how to think about the market potential from the market's intensive cultivation, assuming that if their area is large enough, they are one In fact, this simple idea is wrong and one-sided As a dealer, when dealing with the problem of market area, we should not only focus on the requirements of market area size, but also think more about how to work hard in the depth of the market, make more efforts to achieve intensive cultivation Misunderstanding 4 Only focus on the terminal or the store and ignore the combination of the two For the selection of terminal or store work, dealers tend to enter two extremes, one is only focusing on the terminal sales work, while ignoring the store work Although the terminal sales work is cumbersome, but the terminal settlement is not easy to generate the problem of pledge, and there are not too many troubles If done well, it can also have good benefits The other extreme is to only pay attention to the work of the store, but ignore the work of the terminal It is believed that the store has a large amount of purchase once, easy to carry out various convenient activities, and easy to generate sales volume Although the store deposits, it can obtain high profits in the store 3、 One of the misunderstandings in the management is that we often see such a situation in the actual operation of paint dealers when we only calculate big accounts but ignore small ones Many dealers only value how much they sell and how much money they can earn in the operation For the return and exchange of goods in the market, the problem of overstocking of inventory, the damage of goods in the warehouse, the overstock of goods and the occupation of funds caused by the unreasonable planning of goods, and so on, there is little concern Paint dealers in the operation not only to learn to calculate the big account but also to learn to calculate the small account, only to learn to calculate the small account, in order to gain advantage in the competition for themselves Dealers should not only pay attention to the delivery and collection, but also pay close attention to their own management, do a good job in warehouse management to prevent the damage, inventory compression, on-time and out of stock of goods; do a good job in the planning of delivery routes, account management of arrears and the issue of returning and exchanging goods in the market, etc., only by taking both big account and small account into account, can they really improve the level of their own market operation and management, as well as Bring good benefits to yourself Misunderstanding 2 Only focusing on the sales of products and neglecting the payment collection, as a paint dealer, to realize the double harvest of market sales and economic benefits, we must pay attention to the sales of products and do a good job in the recovery of sales payment Only in this way can we make our own capital in a virtuous circle, and our own hematopoietic function can guarantee the healthy development of the body However, in real work, many dealers, due to objective reasons such as market competition, in order to quickly realize the sales of goods, strengthen the feelings among customers, and increase the popularity of products in the market, often spare no effort in the distribution and delivery of goods in the market, but they don't pay too much attention to the work in terms of payment collection They think that there is nothing about the payment by the point of pledge, and the customers They will not run away When their own funds are still able to operate for this purpose, they are always not in a hurry Once their own funds are in trouble, they find that things are not so simple It is very difficult to get money back, which not only affects the business but also makes them creditors They need money but also spend a lot of energy 4、 Misunderstandings in personnel management: 1 Only pay attention to the use of personnel and neglect the cultivation of personnel In the use of personnel, many paint dealers always consider personnel problems very simply When they think that they need people, they can recruit from the society and pay little attention to their own cultivation If we just recruit people to use, instead of cultivating them, we will not only be able to retain people, but also cause the ability of the people we use to be unable to improve, resulting in the final development of the paint dealers being controlled by people, and falling into the mire of difficult to recruit people Mistake 2 Only pay attention to the management of the rule of man rather than the management of the system As for many dealers, the management of personnel and business often stays on the basis of oral and the rule of man, and informs and communicates their own requirements orally