Pesticide sales enterprise management

Management of Pesticide Sales Enterprises1

Abstract: With the increasing number of pesticide sales enterprises and the size of the pesticide sales enterprise management is increasingly important.

The article on how to choose manufacturers and business varieties, the development of scientific marketing strategy and sales force construction of several aspects of the discussion, aimed at improving the level of management of pesticide sales enterprises, to ensure that the business profits and services? Three agriculture?

Keywords: pesticide; sales; management

The use of pesticides is an important measure to ensure high and stable crop production.

As agricultural production inputs continue to increase, the use of pesticides with the increase in the number of pesticide sales enterprises and the scale of pesticide sales also followed the rise and expansion.

Therefore, the scientific and effective management of pesticide sales enterprises has an important role and significance in the stable and orderly development of the market.

Pesticide sales enterprises should carefully select manufacturers and business varieties, scientifically formulate marketing strategies and strengthen the sales force to consider three aspects of management.

1 careful selection of manufacturers, operating brands and varieties

In recent years, China's pesticide industry has made great progress, the scale of expansion, the quality of the steady improvement, the variety continues to increase, for high-quality and efficient agriculture to provide a strong support.

However, due to the large number of pesticide manufacturers, types, dosage forms, varieties, the domestic pesticide market competition is intensifying.

Pesticide manufacturers to compete in the market for a seat, to take a variety of means to compete for the market, so that the market good and bad.

Therefore, the pesticide sales enterprises must be based on the business scope of the enterprise, to determine the main direction, careful selection of manufacturers, brands and varieties.

1.1 According to the main direction, the choice of manufacturers At present, the domestic production of various types of fungicides, insecticides, herbicides, a large number of large manufacturers, as well as countless small and medium-sized enterprises, but also foreign pesticide companies with great strength has been stationed in China's pesticide market, such as the U.S. Monsanto, Bayer, Germany BASF,?

First of all, according to the enterprise market advantage, talent advantage, business strength, customer base to establish the main direction, clear to fungicide-based, or insecticide, or herbicide-based business direction, and then select the field of advantageous manufacturers.

Such as in the operation of inactivated herbicides, should be selected in this field with strong research strength and a long history of production, corporate strength, brand effect of the United States Monsanto,? etc.

(2) Have the qualifications stipulated by the state.

Production of pesticides must have ? three certificates?

? Three certificates? refers to the pesticide production license or pesticide production approval documents, pesticide standards and pesticide registration certificate.

? Three certificates? Issued on a product-by-product basis, that is, each pesticide product, the same pesticide product produced by different manufacturers, have their own ? Three certificates?

Pesticides are fine chemical products, the production of pesticides need to have specific equipment, facilities, technical conditions and management quality to ensure product quality.

In order to rationalize the layout of production sites throughout the country, the number of production sites is controlled.

State regulations: the opening of pesticide production enterprises (including joint ventures, the establishment of branch factories and non-pesticide production enterprises to set up pesticide production plant) should be approved by the chemical industry administrative departments at the provincial level where the enterprise is located, reported to the State Council for approval of the chemical industry administrative departments.

Pesticide production enterprises were approved, the production of national standards or industry standards of pesticides, the State Council shall apply for a pesticide production license to the chemical industry administrative department.

The production has not yet developed national standards, industry standards, but there have been corporate standards for pesticides, should be approved by the provincial chemical industry management department, reported to the State Council for approval of the administrative department of the chemical industry, the production of pesticides issued to the approval of documents.

Any unit or individual shall not produce pesticides without obtaining a pesticide production license or pesticide production approval documents.

Pesticide standards are technical indicators of pesticide product quality and the corresponding standardization of testing methods.

It has to be approved by the national audit standards administration and promulgated and implemented, with legitimacy and universality.

Usually as part of the purchase and sales contract between the manufacturer and the user, but also the statutory quality supervision and inspection agencies on the market circulation of pesticide products for quality sampling, as well as quality disputes when the arbitration body to arbitrate the quality of the basis.

A factory of a pesticide product does not meet the technical requirements set out in the standard, it is unqualified inferior product, the manufacturer should be responsible for the aftermath of the product, and compensation for the buyer or the user of the corresponding economic losses.

Each commercialized pesticide or formulation of the original drug must be developed corresponding pesticide standards.

Pesticide products without a standard number are not allowed to enter the market.

Since pesticides are disaster prevention materials in agricultural production, they must have certain quality requirements to ensure efficacy and prevent harm.

Pesticides are toxic substances, in the production, distribution, use of the process, the safety of humans and animals, and after the use of the environment (water, soil, air, plants and animals), there are strict requirements.

For this reason, the state has implemented a pesticide registration system.

Production (including the production of the original drug, formulation processing and packaging) pesticides and imported pesticides must be registered.

Pesticides before entering the market, manufacturers must apply for registration of pesticides to the state agency in charge of pesticide registration, after examination and approval of the certificate, before organizing the production and sale as a commodity.

Each pesticide enterprise of each commercialized pesticide products, in the label must have ? Three certificates? Three numbers. Three certificates? Incomplete, or fraudulent use of other pesticide products? Three certificates? or fraudulent use of other manufacturers? Three certificates?

A pesticide product, with? Three certificates?

A pesticide product, with a? Three certificates? The technical requirements specified in the organization of production, product quality does not meet? Three certificates? The relevant provisions of the product that is inferior to the product, and the consequences of this, the manufacturer is legally responsible.

Therefore, as a pesticide sales enterprises, in order to prevent the harm? The three farmers? (rural, agricultural, farmers) and environmental security, no? Three certificates? Manufacturers of pesticides or pesticides of unknown origin resolutely can not operate.

1.2 According to the market information, choose to operate brands and varieties In the choice of operating varieties, pay attention to the choice of large brands, good quality pesticides, to prevent drug damage and reduce losses.

(1) Choose varieties that meet the actual production.

In recent years, large-scale production of crop diseases, insect pests, grass pests of the type of constant change, such as the 2005 rice fly damage aggravation, 2006-2007 rice striped leaf blight large-scale outbreaks, 2007 rice black streak dwarf disease has a tendency to spread in 2008, the abnormal aggravation of the damage of the rice longitudinal leaf borer, etc., have caused great losses to the rice production.

Therefore, the pesticide sales enterprises are required to grasp the development of diseases, pests and grass pests and the trend of epidemic in advance according to the forecast information of the plant protection department, to understand the latest development of pesticides, and to choose the right brands and varieties, so as to better treat the symptoms to ensure the safety of agricultural production and to reduce the loss of disasters.

(2) Choose low-toxicity, low-residue, high-efficiency pesticide varieties.

With the growing awareness of environmental safety, the problem of pesticide pollution and residue has been increasingly emphasized.

Pesticide pollution refers to pesticides or their harmful metabolites, degradation of the environment and biological pollution.

After the application of pesticides, part of the plant attached to the body, or penetrate into the body of the plant residue, so that food, vegetables, fruits, etc. contaminated; another part of the scattered in the soil (and sometimes directly applied to the soil) or evaporation, dispersal to the air, or with the rainfall and drainage into the rivers and lakes, contamination of water bodies and aquatic organisms.

Pesticide residues in agricultural products contaminate livestock products through feed.

Pesticide residues enter the atmosphere, water, soil, food, and ultimately the human body, causing a variety of chronic and even acute diseases.

Easy to cause environmental pollution and harm to the larger pesticides, mainly those of a stable nature, in the environment or organisms are not easy to degrade the transformation, but also a certain degree of toxicity of the varieties, such as DDT (DDT) and other persistent high-residue pesticides.

For this reason, pesticide sales companies must screen and operate new pesticides with high efficiency, low toxicity, low residue and high selectivity (i.e., non-broad-spectrum).

Such as? Nongda? , and biopesticides, etc.

(3) Choose high-quality, low price, taking into account the profitability of the enterprise varieties.

The application of stable pesticide varieties are not easy to produce harm, can effectively ensure that farmers' income and expenditure.

At present, the production inputs of the planting industry are increasing, and farmers are overburdened.

Therefore, it is necessary to choose high-quality, low-priced varieties, so that farmers can afford to buy and use.

Adopt a thin profit to? volume? Ensure corporate profits.

2 Scientific development of marketing strategies

In today's highly developed market economy, the market competition is becoming more and more intense, and sales are becoming more and more difficult.

According to economist surveys, more than 60% of the enterprise's most headaches are manifested in sales.

What kind of sales strategy is adopted by the enterprise's products to quickly enter the market, is the key to ensure its own survival and development of the enterprise.

Product sales, the role of the enterprise is extremely important, this work is carried out well, can continue to promote the competitiveness of enterprises, promote the development of enterprises, so that enterprises continue to gain vitality and vigor.

2.1 Understanding market demand and product production and sales information Adopting a variety of forms, such as thematic research and visits to large agricultural households, to understand the production demand and market demand, to provide a theoretical basis for the establishment of the main varieties.

Tracking the scope of use and efficacy of products, guiding the use of technology and operational techniques, helping to solve the practical problems of farmers, and really do a good job of after-sales service.

Familiarize yourself with the manufacturers of the products, understand the production volume, inventory volume, the situation of other sales enterprises of similar products, in order to accurately establish the annual sales plan.

2.2 Establishment and improvement of sales channels Establishment of three-tier sales channels mainly for primary distributors, secondary distributors and retailers.

In general, the establishment of 3 to 4 primary dealers in each province, the establishment of 10 to 12 secondary dealers, unified retail prices.

2.3 Establishment of customer credit limits Establishment of initial credit limits and general credit limits by customer type.

Such as new customers can be set at 10,000 yuan, old customers set at 50,000 yuan.

The credit limit of the customer by the marketing department and the sales department **** with the study of the development, and according to the actual business situation by the sales representative to fill out the "credit limit application".

The marketing department receives customer orders, and after approval by the sales department business director, the marketing department enters the business content into the management system.

Where the system prompts arrears over the credit limit of the customer, suspend shipments to prevent large debt disputes, affecting the normal operation of the enterprise.

2.4 Develop a strict system of delivery and payback Sales Department should develop a full year of sales plans and tasks, in the sales process, according to the actual situation, the month reported next month's sales plan to the Ministry of Marketing, the Ministry of Marketing according to the plan at any time to adjust the production of stocking.

Strictly in accordance with the sales contract and the development of the sales delivery process, by the person to notify the warehouse and the transportation company to arrange for delivery, after delivery through the text message to notify the sales manager and the customer respectively.

The sales representative must confirm the sales and fill in the sales log according to the warehouse shipment and customer receipt.

The sales return must have a collection period and pay late fees.

Some companies require that sales reps do not collect cash payments directly from customers, and that payments must be remitted directly to the company's account by the customer.

Customers should pay in strict accordance with the collection period, the sales representative of the monthly according to the list of arrears provided by the marketing department, to the customer to collect the payment, and feedback to the marketing department of the payment situation.

The marketing department can reconcile with the customers who owe money for more than 3 months in March, June, September and December every year, and the customers who owe money for more than 3 months are required to pay a late fee of 6?per month.

2.5 Establish a reasonable return system Returns in the sales process is an inevitable problem.

The negative impact of returns is to increase inventory and affect sales profit.

But if returns are handled correctly, not only can you eliminate the negative factors, but also build good customer relations.

Because the return of goods to a large extent is to reflect the service consciousness of the re-extension, is conducive to enhance customer satisfaction.

It is also conducive to enhance friendship with customers, improve customer sales enthusiasm, and more importantly, can effectively enhance the image of the enterprise itself.

The company's return policy is: according to the sales return process, due to quality problems need to return, must be verified by the company's sales representative of the reason and the site inventory of the number of returned goods, packaging and production batch number, to the company to put forward the return application report and the site photographs, after approval, you can arrange for the return of the goods, the freight costs borne by the company.

Non-quality problems to be returned, must be shipped within 6 months, at the latest to the end of the year to return the application, the expiration date will not be accepted to return the product; the returned product must be unopened, the number of returns shall not be more than 30% of the number of the last pick-up (pick-up quantity of 2t) or 50% (pick-up quantity of more than 2t); the customer bears the location of the company to the company's warehouse of the freight charges, special circumstances need to be reported to the general manager for approval. General Manager for approval.

3 Strengthen the construction of the sales force

The sales force is the backbone of the enterprise, the development of the enterprise and the sales force's performance is closely linked together.

Selection of sales staff, comprehensive quality is the standard of judgment, character, responsibility and communication skills is the key.

A good salesperson, personal goals must be closely integrated with the company's goals.

Pesticides are hazardous chemicals, so salespeople not only have to have business sales knowledge, but also must have plant protection expertise and safety protection knowledge.

3.1 Careful selection of sales staff The ability and quality of sales staff directly affects sales performance.

Sales personnel are both representatives of the enterprise and advisors to customers and farmers.

An excellent sales staff, not only to be good at establishing business contacts with customers, but also good at finding customers, open up new markets, at the same time to reflect the customer and the requirements of the timely feedback to the enterprise, and also do market research, forecasting work.

The selection of sales staff must meet the following conditions:

(1) solid professional knowledge.

Pesticide sales staff must be familiar with the development of pests and diseases, prevention and control, pesticide pharmacology, efficacy principles, drug residue detection and other professional knowledge of crop cultivation, crop physiology and ecology, soil, fertilizer and other knowledge is also more familiar.

No specialized knowledge of the sales staff is difficult to take the pesticide demonstration, promotion, application, sales of heavy responsibility.

(2) Strong teamwork and communication skills.

A person's ability to leave the team, and then strong, can only fight alone.

A sales team if everyone is doing their own thing, is a scattered sand.

An enterprise is an unholy sales force, the consequences can only be shrinkage and closure.

Therefore, the selection of sales staff, we must examine their teamwork, whether there is a collective concept, whether they can obey their superiors and compassionate subordinates.

Communication skills include communication with colleagues and communication with customers.

The main examination of language ability, whether modest and resourceful, whether good approach, whether to take the overall situation into account, and so on.

(3) Responsible.

The sales terminal of pesticides is the rural areas and farmers, therefore, the sales staff must withstand the wind, rain and sun.

In order to understand the first-hand effectiveness of the drug, it is necessary to go down to the field, and talk to the farmers.

Therefore, the sales staff must have a diligent work attitude and hard-working spirit.

To do this, salespeople are required to be responsible, to do everything personally, responsible for the enterprise, responsible for the customer.

3.2 Sound training system In recent years, the formation of the form of enterprise has undergone major changes, breaking through the original form of centralized office.

Some companies have only management and financial personnel at headquarters, all sales staff are scattered throughout the country, the headquarters of the various orders are issued by telephone, e-mail form.

To improve the business level of these sales staff, centralized training is essential.

Therefore, a smooth-running business, there should be an annual budget for training costs, 1a at least 2 to 3 times centralized training.

The content of the training involves products, sales strategies, psychological training, the art of negotiation, farmer training, and even organize on-site exercises, etc., to improve the business ability of the sales staff faster.

The training of sales staff, it is impossible to see immediate results, can not be rushed, to give full play to the excellent sales staff? Pass, help, bring, teach? Role to promote the rapid growth of newcomers.

3.3 Improve the assessment, rewards and punishments system Enterprises should be through the establishment and improvement of rigorous internal assessment system and incentives to mobilize the enthusiasm of sales staff.

Performance is the embodiment of the comprehensive quality of a salesperson, performance in the assessment should account for more than 80% of the weight.

Some companies will be graded sales staff, respectively, divided into manager level, manager level two, first-class sales representatives, second-class sales representatives, first-class supervisors, second-class supervisors, first-class assistants, etc., at the beginning of the year, respectively, the development of sales tasks, the end of the year according to the completion of the sales target, the ability to expand the (new) market, the cost of budgeting and use of the company's internal and communication with customers, comprehensive evaluation, the views of the higher-ups The assessment indicators such as promotion, salary increase, incentive levels, positions, salaries, bonuses, travel expenses, hospitality and work performance and market development linked to the effective guarantee of corporate sales profits, improve the enthusiasm of sales staff.

References

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Pesticide Sales Channel Management2

[Abstract] China's pesticide enterprises are small in scale, the number of large enterprises with a good brand, and there are fewer large enterprises; product homogenization is serious, the creation of new pesticides is long, the cost is large; so the competition between pesticide enterprises is largely a marketing competition. Marketing competition, but the core of marketing competition is the competition of channels.

How to establish an effective sales channel to increase market share? This paper proposes the establishment of a key distributor, key retailers, key farmers pesticide marketing network, through this marketing network most of the strategic products directly to the local city and county-level distributors distribution, and then spread to the key retailers, and finally reach the hands of the end-consumer farmers.

Enterprises through the key dealers, key retailers, key farmers to give training, management, support and cooperation, the pursuit of a win-win situation, in order to achieve the enterprise to expand market share, to maximize their interests.

[Keywords] key dealers; key retailers; key farmers pesticide sales channels; management marketing network

1 Introduction

The current status of China's pesticide enterprises is small in scale and large in number, there is a small number of large-scale large enterprises with a good brand, the product homogenization is serious, the development of new pesticides is a long time, the cost of pesticides is big, and the competition between pesticide enterprises is to a large extent the The competition between pesticide companies is largely a marketing competition.

Channel competition is the core of the marketing competition, if the enterprise does not have a smooth channel, it will not be able to deliver the product to the end consumer smoothly.

As pesticides face the end-consumer is the vast majority of rural farmers, and rural farmers in China are mostly dispersed, so there is a smooth and efficient sales channel is the key to successful marketing, is the survival of the enterprise and realize the sales growth of the ` premise and guarantee. [1]

The traditional pesticide sales channel has been a powerful distribution and radiation function, and has played a huge role in the occupation of the market for manufacturers of products, but, to the serious oversupply of the market environment, the competition is getting more intense, it has revealed its insurmountable defects.

With the effectiveness of traditional sales channels getting worse, some multinational enterprises in the pesticide market began to adjust the channel, relying on the traditional pesticide sales channels for the level of key customer resources, to establish and improve a high-efficiency sales channels, smooth and efficient delivery of products to the hands of the final consumer, to achieve the goal of expanding market share.

The traditional pesticide sales channel is a pyramid system, the enterprise through the general agent (general distributor)? The second level of distributors? Third-tier dealers? Retailers? Consumers, such a hierarchical structure, the product will be ultimately sent to the hands of the target customers.

At present, China's pesticide commodity sales channel is the basic model: manufacturer? Wholesaler? Retailers? Consumers.

Obviously, the traditional channels than the latter is more lengthy, in the fierce market competition, inefficient, and high cost of product distribution, the latter is more lean, short and fast, and low cost of product distribution. [2]

For large-scale pesticide enterprises, when the huge scientific research, production, processing capacity formation at the same time, if there is no formation of matching marketing capabilities, will inevitably result in a huge waste of production capacity, and the result is inefficient production, or a large number of products backlog.

Only when the output and production capacity balance, production capacity and marketing capacity balance or marketing capacity is greater than the production capacity, the enterprise can successfully realize the conversion of products to commodities, greatly realize the market share and market share growth, the formation of a virtuous cycle, there will be enough financial resources to invest in the reproduction and research and development of new products.

Small and medium-sized pesticide manufacturers and processors do not have their own scientific research and development, technical support and promotion capabilities, the product is mainly compounded, imitation, or even copying or looking for materials processing, can only rely on low-cost, low-profit operations, such a situation is more dependent on the power of the channel to survive and maximize profits.

Excellent companies usually equate their own sales function, channel construction and fixed asset investment, and strive for effective coverage and control of the entire target market sales channels, and constantly improve, maintain, and manage the effective operation of this sales channel, becoming one of the important capital of the enterprise. [3]

2 channel optimization and high efficiency to improve the sales capacity of the enterprise

Looking at the current pesticide enterprise channel construction status quo, I thought that in order to stand out in the increasingly competitive white-hot market environment, the enterprise needs to establish a benign and efficient channel network, which includes a key distributor, the key retailers, the key farmers, i.e., the key sales areas in the The key sales region to select the concept, intention, sales network and other more in line with the requirements of the enterprise's dealers and retailers, set as the key dealers and key retailers, in the key crop area to select influential, representative, closer to the enterprise's concept of farmers as the key service object.

The limited resources of the enterprise will be invested in this channel, and the members of the channel to fully share the sales skills, technical skills, market management skills, team management skills, and channel management skills (see figure below), so that the channel members to support the cultivation of the development, so that the enterprise through the key dealers and key retailers of this channel network can sell more products.

Enterprises can also carry out positive demonstration activities through the end of the channel that is the key farmers in the local impact of the pilot activities, the formation of good word of mouth and branding to expand the demand for end-users, so as to generate demand from the bottom to the top of the demand-pulling effect, so that the enterprise products in the channel of the distribution is more smooth, more efficient.

So that the enterprise has more market share, expand their own brand effect, get a wider range of reputation, the formation of a virtuous cycle, in order to achieve a long-term sustainable development.

Sales channel network

The purpose of this channel network is to establish a close partnership with the alliance key distributors and key retailers, to help them explore potential opportunities in the market, to plan and grasp the potential opportunities with them, so as to improve their competitive strength, and to *** with the establishment of an organized, flattened, loyal, and sustainable development of the sales channel. In the process of *** with the growth of the continuous enhancement of mutual trust, to achieve *** win, the development of good and long-term cooperative relations.

The task of this channel network is to use regular, high-frequency customer visits, in-depth contacts and exchanges with key distributors, key retailers, to understand their needs, and on this basis, collaborate to carry out a variety of forms of promotional activities, as well as training, to help them to improve the technical service capabilities and reputation, to promote the development and growth of their business, and to achieve the market expansion of the enterprise's products and sales growth, and finally The win-win situation of *** growing together is realized.

In addition to the key distributors, key retailers, key farmers this main channel, enterprises also need to establish another auxiliary channel as a complementary and perfect.

This channel is supplemented by other distributors, retailers and farmers, which are independent of and dependent on the main channel.

These dealers and retailers are not located in the key areas, and although they can get the products they are allowed to buy directly from the company, the resources and support provided by the company are lower than those provided to the key dealers.

The benefits of this channel are twofold: first, it does not divert the company's main efforts and resources, and second, it maintains the natural growth of the company's product sales in non-critical areas.

The two main and auxiliary channels of the enterprise formed the enterprise's sales channel network, the establishment of this network is more conducive to the standardization and management of the enterprise sales channels, stabilize market prices.

Compared with traditional sales channels, the significance of the establishment of this channel network is significant and obvious.

(1) reduces the circulation links in the channel, increasing the interests of other members of the channel, increasing their enthusiasm for sales and consumption.

(2) The establishment of a regional more clear sales network, greatly reducing the possibility of tampering, effectively control the price of the product, fixed the interests of dealers, retailers.

(3) Provide professional and centralized support to key distributors and key retailers, helping them to increase their market share, enhance their reputation, etc., so that they gain great satisfaction and become more loyal to the enterprise's products.

Provide free professional guidance to large farmers to improve their yield, maximize their benefits, and also make them more loyal to the enterprise products, and even free to become the image of the enterprise product spokesman, which is more persuasive than the enterprise company's own publicity itself.

(4) This sales channel compared to the traditional sales channel monomial, multi-level structure due to the information can not be accurate and timely feedback, making the missed market opportunities, can be more quickly get the market feedback information, more able to seize the market opportunities, so as to make a rapid response.

(5) corporate sales staff closer to dealers, directly facing retailers and farmers, making the enterprise company's philosophy, policy implementation more powerful, more effective, more efficient use of resources, thus greatly improving the efficiency of the entire channel.

References:

[1] Wang Youjing. Smooth pesticide sales channels to build the core competitiveness of enterprises [J]. Pesticide market information, 2007(9).

[2]Traditional pesticide sales channels and their problems[J]. Agrochemical New Century, 2007(9):49.

[3]Zong Hengdao. Pesticide Market and Marketing Strategy of Famous Pesticide Enterprises[J]. Agrochemical New Century, 2005(4):38-39.

[4]Yan Xiangling. Problem vegetables? How to flow into Guangxi market[J]. China Market, 2013(45).