Paint enterprises how to hold agents

China Coatings Network
News: many
scents enterprises
planning a large number of investment activities, agents are
coatings
enterprises direct operators, is the paint enterprises profiteer, then how to attract agents, the author summarizes as follows:
First, why today's investment is mostly unsuccessful? In China has not yet formed a national circulation system in the background, the recruitment of distributors as paint enterprises to quickly build a market network, reduce marketing costs, seize market share, improve operational efficiency, optimize the reorganization of internal and external resources of a market tactics, has become a lot of paint enterprises highly concerned about the important marketing means, many paint enterprises through investment successfully completed their first marketing.
, however, in today's increasingly white-hot paint market, with the adjustment of the industry pattern, the increase in investment costs, the rationality and nitpicking of dealers, china Merchants Marketing is facing unprecedented challenges. Many paint enterprises have made a full body of solutions, can be the end of investment is either the enterprise to spend money to buy a drink, or enterprises become the media's working cubs. The serious asymmetry of cost investment and investment return, the huge disparity between human and material resources and the actual return, so that many enterprises feel thousands of feelings: investment, investment, really more and more hurt!
many paint enterprises are in trouble, the author believes that the root cause is still in the investment link is not in place or link on the link out of the question.
how to achieve successful investment marketing, we should focus on six steps.
to positioning, popularly speaking, is to buy what kind of products and sell to who the problem, for product investment, this is the premise and basis of success. As far as coating products are concerned, according to the product's composition configuration, mechanism of action, efficacy characteristics, applicable people, product production costs and other basic elements, combined with the market environment, the situation of products to carry out a new clear positioning, summary and refining is different from similar products of different selling points and core requirements, while clear price positioning and segmentation of the target population, of course, there is the most important product brand positioning, based on market-oriented, design and product positioning matching product packaging, advertising materials, advertising and advertising.
, through the market positioning of scientific systems, paint products show a distinct personality. In the competitive environment of eyeball economy, gorgeous coat and distinctive personality will undoubtedly give the product a first in the face of the competition for investment in the future. Of course, this needs to be added to the point is that the product excellent quality, it is the product vitality of the fundamental and guarantee.
no doubt, a good profit model is undoubtedly the most attractive agent's core selling point. However, at present, many paint enterprises in the product before investment even do not know what kind of market operation mode can be used to achieve profitability purposes began a wide range of blind investment, this ring money for the purpose of short-term operation results can be imagined.
with the increasing homogenization of competition in the coating industry and the increasing maturity of agents, profitable market operation mode has become an important consideration in agent selection.
as an enterprise to achieve a true sense of successful investment, in the completion of the market positioning of products, first of all, we should adjust the mentality from the long-term overall consideration, choose a representative regional market for product trial marketing work. Smart people actually know that such a practice benefits a lot, on the one hand, we can do through the model market to sum up a set of copy of the profitable model, for the product investment market to provide persuasive support and support; On the other hand, we can do through the model market as an enterprise to train a hard-fought marketing team, for the operation of the later agent market to do a good job of human resources reserves; Secondly, through the actual operation of the market we can also test and improve the pre-product positioning system at the same time for the later formulation of reasonable investment policy to provide a valuable basis for decision-making; Finally, the success of the model market for those more powerful enterprises, in the later stage can take self-control direct market and investment market marketing strategy, so as to maximize the market initiative, and avoid the hidden risks of the overall investment market.
not have sufficient profit margins, no good products, also can not be recognized by the market. Therefore, the most important material attribute of investment is high profit. Many enterprise products have a good reputation, selling point prominent, but the shipping price is very high, leaving agents very low profits, not enough interest temptation, and then good products even if you have a profitable mode of operation, enterprises can only be self-entertainment. This is also the main reason why China Merchants Marketing is now popular ultra-low-cost underwriting model.
In view of this, the product in the completion of market positioning, profitability model groping, the formulation of a reasonable investment policy is a crucial link, including the agent's qualification requirements, the first shipment volume, return and exchange mechanism, reasonable agent prices, generous profit margins and appropriate rebate incentives, and of course, the headquarters can provide the necessary market support and so on. Therefore, in the process of investment, paint enterprises should also do timely replacement thinking, standing in the perspective of agents to formulate reasonable policies in line with the actual market, only in this way to form a mutually beneficial long-term cooperation pattern.
Merchants in the specific tactics, its means are no more than media advertising investment, exhibition investment, enterprise-run investment promotion will be several, many enterprises in the investment will be the above means have tried or did not achieve the desired effect, or even far away. The reason for this, in fact, there are two reasons, one is not the above means to carry out an effective combination, relying only on a single mode of rotation, naturally can not achieve the cumulative multiplies of the investment effect; Second, because the enterprise resources are not enough or did not effectively integrate the internal and external resources of the enterprise, even if the investment strategy is the use of a combination of means, the effect is also a big discount.
how to integrate the internal and external resources of the enterprise and enhance the effectiveness of investment? In addition to the paint enterprises themselves need to analyze and summarize and be good at using, with the help of the external brain is also a way to learn from. For example, to seek and some rich resources, investment experienced professional investment planning company's cooperation, can not be said to be not a four or two kilos of the way.
third-rate enterprises to sell products, second-rate enterprises to sell services, first-class enterprises to sell standards, which is a lot of enterprises agree with and strive to achieve the development goals. Especially in the paint industry products highly homogenized today, the success of China Merchants marketing is naturally inseparable from delicate and careful after-sales service. If you can not provide agents with truly effective services and help, agents can not achieve profitability, then the products issued by enterprises are strictly only the transfer of product warehouses, which is no one wants to see the situation.
Many paint enterprises in the early stage of investment due to clear product market positioning, reasonable investment policy, investment measures to profit and achieved when quite good results, just when they are full of money and full of joy, due to the negligence of the after-sales service link, agents do not feel any concern from headquarters, and even some enterprises in the contract delivery After the agent does not listen to, let it go, do not close to death, lead to agent complaints, shouting, groups and returns, as the enterprise in the early stages of a thousand hardships and lay down the great river and mountain in an instant fell apart, unfortunately!
after the success of investment products, how to do a good matching after-sales service?
First of all, we should ensure that the headquarters and agents exchange information chain, logistics and distribution chain smooth: the second should be tracking close service, combined with the characteristics of the agent market, headquarters should have a dedicated class tracking services, in addition to fulfilling the commitment of investment should also provide agents with timely and practical advice, really help and solve the problems in the market, only through such sincere family-like after-sales service, really help agents profit, to achieve long-term coexistence and win-win situation of agents and partners.
we all know that good product strategy if there is no good implementation, its investment results are naturally also difficult to escape the bad luck of failure, such a situation in today's investment marketing, its cases abound. The inability to execute has become a thorny issue for many businesses, and the key to enhancing execution is how to build a collaborative marketing team.
Scientific approach should put them into the practical operation of the model market, from the enterprise concept, product knowledge, market operation mode of understanding, consumer communication, negotiation skills, business etiquette, behavior and many other aspects of a full range of practical training. After the experience of the team, should be required that everyone is a product knowledge dissemination experts, everyone is the enterprise's market experts and experts, everyone is loyal to the enterprise's mainstay.
Of course, as a paint enterprise, how to maximize the enthusiasm and in-house potential of the investment team, in the rational planning of business areas on the basis of the need to set up a stimulating and reasonable performance appraisal methods. To know that talent is always the enterprise can not replicate the advantages of resources, mutual benefit and win-win situation, common development is the basis of cooperation between enterprises and employees.
coating enterprises, especially small and medium-sized paint enterprises, in the face of large and complex market competition environment, the real ability to form a market network of less than 5%, the vast majority of paint enterprises need to invest, with the help of agents, distributors to complete network construction, product sales and sustainable development. How to achieve successful investment marketing, I hope that the above explanation can give some paint enterprises useful thinking.