How to establish their own sales channels

Chongqing Star Suit Door Limited Liability Company reflected in the industry, even if the degree of market competition in a particular industry presents a white-hot degree, but there are still many enterprises in another level of step-by-step survival, these small businesses and the air with a strong media promotion, the ground has a perfect marketing network of large brands compared to the enterprise, is simply minimal, but they are equally important to the development of today's small businesses may be Is tomorrow's big brands. The problem is that the current situation, many small businesses themselves have not yet fully awakened to the face of large enterprises and large brands of competition, they are at a loss, always feel that they can not fight against, so the lack of long-term strategic planning, the pursuit of short-term interests to meet; there are some small businesses are not willing to be satisfied with the status quo, and would like to break through the existing limitations, but the bitter don't know how to find a way out, or lack of a sound operating level technology, so that the development of the enterprise is slow. The first step: planning an attractive product investment enterprise investment, is often the first step in the establishment of sales channels, so the success of the investment for the enterprise, but also a metaphor for a good start, because the next thing to do much better. However, many small businesses due to limited planning capabilities, investment promotion work is not important or improper operation, obviously a good product, but very few inquirers. So before the establishment of investment, to solve three major problems: one is the refining of the product selling point, the second is the design of the promotion program, the third is the matching sales policy, on this basis, the enterprise to develop a practical investment program. At present, there are many investment scams, dealers choose manufacturers to cooperate very carefully, so companies should pay attention to establish their own brand awareness, investment personnel to undergo rigorous professional training, enthusiasm and not lose their temper to receive dealers, the use of standardized reception terminology. Usually more ideas or want to make a difference in the dealer is more focused on the following five points, drawing attention to enterprises in the investment planning: First, the strength of the enterprise; Second, the quality of the enterprise's marketing management personnel; Third, the operability of the promotional program; Fourth, the market demand for the product and the potential; Fifth, the operation of the product's profitability. Successful investment is inseparable from the sensational effect of investment advertising, but the current media to see the investment advertising generally exists an over-exaggerated and empty boasting phenomenon, small businesses might as well be a little more real, simply say their weaknesses, and articulate their own determination to win the attention of dealers, and sometimes over-exaggerated market effects of the ads can only attract pure speculators, while the real advertisement, on the contrary, will attract Those who focus on business ethics dealers. The second step: choose the right dealer dealer is the only pillar of enterprise products in the market to survive and develop, due to the lack of economic capacity, whether in the overall promotion or negotiation chips with the channel dealers, are not accounted for the initiative, so the enterprise to choose the right dealers and cooperation with them, it is particularly important. Large and strong dealers, the inevitable requirements are also high, at the same time, because these dealers often cooperate with large brands, so often overbearing, general small businesses are often difficult to control them. Enterprises choose dealers, like a person in love, if you are from a humble background, but like a noble and beautiful lady, then your relationship is either unrequited love, or no end. To know the good may not necessarily be appropriate, and the channel partner's appropriate, is the most important. The third step: choose the right channel model channel model selection or planning, is a small business to establish sales channels inevitable step, but small businesses due to brand awareness and the economic strength of the enterprise as well as the market management capacity is relatively weak, and thus the market at the initial stage of the channel model to each provincial general distribution system is more appropriate. Enterprises in the establishment of the channel at the beginning, do not have to stick to the excessive standardization of sales policy, like a beggar, temporarily need to be fed rather than nutritional value, but the need to do a good job in advance for the future development of systematic planning. The fourth step: the design of a controllable channel structure channel structure usually refers to the width and depth of the channel and the length of the degree of breadth, width also refers to the enterprise in the selection of the channel members of the singularity and composite degree. Width there is a layer of meaning is the diversity of channels, the current multi-channel operation of many enterprises, such as IBM computers, is the use of: agents, distributors, the company directly and direct sales. Multi-channel structure, the need for enterprises to have a strong channel management capabilities, and enterprises due to the lack of certain management capabilities, is not suitable for the use of multi-channel structure, at the same time, due to the multi-channel structure is prone to cause dealers to resent, so it is difficult for small businesses to control. The depth of the channel mainly refers to the diversity of retail terminals, such as cosmetic distributors, can enter the product into the mall supermarket counter sales, but also into the beauty professional line, but also into the pharmaceutical chain system. Terminal diversity, can make the product more effective penetration into the entire market, to achieve the scale effect of sales. The length of the channel means that, from the first dealer to the sales terminal, the middle needs to go through several layers, such as the product needs to go through the provincial distributor, and then the provincial distributor wholesale to the second level distributor, and the second level distributor and then the product will be distributed to the terminal or wholesale to the lower three levels of the distributor. The more layers, the more difficult the management of the channel, market information feedback is also slower. The fifth step, the management of the channel dealers so, once the sales channel is formed, the enterprise should have a specialized channel management personnel, channel members of strict management, management content includes, dealer inventory, capital credit, sales of each product, dealers operating the competing products, the overall sales statistics of the regional market, to assist dealers or terminals for promotions, the company's promotional items The placement of the company's promotional materials and dealers on the company's products and other specific reflections. The management of the dealer does not just stay in the tube, it is more important to let the dealer at all times with the enterprise's market strategy to maintain consistency, while the integration of corporate culture, which requires managers in addition to the daily management of the market, to dealers as well as distribution agencies in a timely manner for the staff of the product and marketing professional knowledge and skills training, so that the dealers rely on the enterprise, and produce a good feeling. Channel management personnel usually by the regional manager, sales clerks and company headquarters leadership of regular visits to complete, some companies set up a special channel management specialist and channel director, respectively, on different channel members of the specialized management. Sixth step: perfect channel policy and effective dealer incentives for distribution channel members of the incentive is a very important part of the management of enterprise channels, many companies paralyzed by the sales network is largely due to the enterprise channel policy is not sound or the lack of effective incentives. Such as Fujian, a beer company has promised a city dealer, if its annual sales exceeded 5,000 pieces, the headquarters will send a Buick car worth 280,000, the dealer after efforts, overfulfilled the incentive targets, but due to corporate leadership, the new leader does not recognize the dealer's incentives into a blank check that can not be honored, so the dealers hate, premeditated exercise of the A tampering case involving four cities, resulting in half of the province's sales network completely paralyzed, the enterprise suffered major losses. Basic indicators, can be based on the dealer's historical records and the actual market sales combined with a full assessment to determine, preferably after both sides of the *** with the determination. Step 7: planned contraction, step by step flat when the normal operation of the enterprise for one or two years, the market has also had a lot of success, at this time, if the enterprise has greater channel ambitions, you can take a gradual contraction, gradual flattening of the strategy, that is, the network was built in the early days, due to the enterprise's management capabilities, economic strength and brand awareness is very weak, so it is not allowed to take the provincial general distribution model, because the general distribution model for enterprise control of the channel. General distribution model of the enterprise control channels is very limited, especially for customer service and market information collection, have brought a great impact, so the enterprise wants to establish a brand, want to healthy development, the general distribution model is unsustainable. But because most of the provincial distributors have been accustomed to do the provincial boss, and thus it is generally difficult to shake their distribution position, the enterprise wants them to shrink the region or give up part of the region, it is more difficult to get it wrong, but will affect the safety of the network. Of course, it is easy to say, the actual operation of the need to grasp the balance, especially to pay attention to strategy, in the development of new dealers have dealers in the region, it is best not to cause resentment of dealers, so before the action, companies need to do a good job of careful deployment as well as a perfect aftermath of the disposal of the mechanism, so as not to affect the overall situation. In the information dissemination of today's flood or information explosion in the future, the sales channel will assume a more important function of enterprise marketing, the so-called get the channel to get the world, despite the exaggeration, but also explains the importance of the channel on the development of enterprises. Starting from the drop, carefully weave a marketing network, even if it is a nameless small business, but also in the highly competitive market, occupy a place by the weak to become strong.