Distributors and agents should do channel marketing skills

In the product sales process, we often mention? The dealer? and? agents? The concept. Here I share with you how distributors and agents should do channel marketing, welcome to read.

Dealers and agents should do channel marketing skills

What is in the channel?

1, the simpler way to say it is composed of a number of organizations, such as dealers, distributors, retailers.

2, strictly speaking, each organization in the channel, but also by a number of people, etc., these people, are channel members, it can also be said that, in the channel, so involved in the work of the product (from the manufacturer's business personnel, to the distributor of the company's warehouse supervisor), all belong to the channel members.

Dealers and agents

1, dealers, spend money in the upstream manufacturers to buy goods, and then sell the goods to downstream customers, from which to earn the difference in price.

2, agents, help manufacturers to establish channels, develop customers, but not goods, but to assist manufacturers to sell products directly to the lower channels and customers, to earn manufacturers given the cost of services or commissions.

3. There are many channel members in the channel, the manufacturer's business personnel, is the first channel members.

Why do manufacturers look for dealers

Not manufacturers will not do business in the market, the reason to find dealers to cooperate, it is the use of dealers have manpower, material resources, storage and transportation, capital, sales network, operational experience, social relations and other resources to reduce the manufacturer's own costs only. Formation of the channel:

1, completely manufacturers to build their own channels, such as in the regional market to set up a branch with direct qualifications, open direct retail terminals, or direct cooperation with local retailers.

2, completely dependent on the dealer to establish channels, so that the dealer is responsible for the establishment of secondary distributors, as well as sales channels with retailers.

3, manufacturers build their own and work with dealers synchronized hybrid model, certain markets (such as the manufacturer's location or important markets) by the manufacturer's own direct operation, while other areas are put out for dealers to do.

The manufacturer's involvement in channel construction:

1, completely hands off

Only the performance requirements of the dealer, the dealer how to build the next level of channels, the manufacturer basically do not care.

2, to provide assistance

For the purpose of the manufacturer's own market construction considerations, manufacturers will invest in human and material resources to assist dealers to carry out the construction of lower-level channels, and to assist in the market marketing work, known as? Help sales?

3, completely dominated

Manufacturers of products, brands, market operation system is highly mature, direct command of the market operation, dealers are just money out of people, in line with the level of implementation of work.

Channel formation level:

1, the simplest, the establishment of a national distributor

2, sub-district distributors, such as a North China, Northeast, Northwest

3, set up a provincial distributor, a distributor is a governor

4, prefecture-level dealers, the more mainstream practice

5, county-level dealers, which is the most important thing to do.

5, county-level distributors, which is already more in-depth setup level, the general manufacturers in the county level also set up a secondary distribution or something.

The mechanism of channel operation:

Product profits, the distribution mechanism in the channel members.

The basic form of channel operation:

Communication, communication between channel members

Channel acceleration mode:

1, a variety of forms of profit mode

2, increasing the strength of the input mode

3, differentiated operation or benefit mode

Successful development of the channel New dealers

A: the advantages and disadvantages of the enterprise to choose the agent

Enterprise marketing is good, certainly not without a strong access to the ability to terminal operation of a solid dealer team. So what is the purpose of the enterprise to choose agents?

1: Let the manufacturing and marketing diversion

The enterprise is responsible for building a good brand carrier. Give agents a reasonable sales policy. And agents in the enterprise's overall brand strategy under the premise of regional brand operations, do a good job of product distribution, brand promotion, after-sales service, etc., *** with the operation of the market.

2: Reduce business risk, reduce market development costs

Select agents *** with the operation of the market can reduce the duplication of institutional settings; the use of agents of the sales network, reduce channel construction costs. Manufacturers and agents are a benefit **** the same body, entry fees, terminal construction costs, promotional costs, guide wages and other sales costs can be shared with the agent costs, reducing the enterprise market development costs.

3: Strategic synergy is difficult.

Manufacturers hope that the agent more money into the goods, strengthen the channel construction, less to the manufacturer to ask for expenses; and agents hope that the product quality to be the best, the lowest supply price, high profits, support to be large, low risk. Due to the lack of strength of some agents, manufacturers are not loyal to manufacturers or manufacturers are not enough energy invested in order not to implement the manufacturer's sales policy or the two sides of the idea of divergence.

4: Insufficient profit sharing space.

Manufacturers and agents are an independent economic entity, are in pursuit of self-profit maximization, with the fierce competition in the market and the channel pattern of change, resulting in increased market development costs, profit margins decreased, resulting in insufficient profit-sharing space manufacturers are in conflict. Here I talk about how to successfully choose a good channel agent.

Two: Know Yourself:

1: Understanding of corporate strategy:

Only understand the strategy of the enterprise, the background of the enterprise and the financial strength of the situation you have a sense of belonging to the enterprise in order to be passionate about your business background and sales policy to say to him to listen to him, he will be infected by your enthusiasm, as a distributor agent of your products will have a clear idea of the bottom of the heart. As the saying goes, to sell products, first sell yourself. To sell products, first of all, sell yourself out?

2 understand product knowledge, market positioning and market development ideas.

You need to know your company to develop market ideas market positioning, product grade, cost-effective, the product's production process, performance configuration, methods of use and so on. To avoid embarrassment when talking to agents.

3 to understand their own company sales policy

1) distribution area

2) sales tasks

3) payment methods (including freight)

4) promotion efforts (including the bottom of the ads and promotions)

5) after-sales service (return and exchange of goods)

6) sales policy (including the end-of-year rebate)

7) quality, quality, quality of the product and the product's performance.

7) quality and price

Understanding of the company's sales policy in order to do a good job of the market layout, reasonable signing of the sales area and task.

Three: know each other

The big dealers are not elected, but competition. Sales staff should always stand in the dealer's point of view to see these issues. It is more difficult for companies to find a suitable dealer. Dealers are not willing to take the risk of opening up the market for a brand with low visibility.

1: The dealer is an independent, to achieve their own goals for the highest function, can be free to develop policies without interference from others in the marketing organization; rather than the company hired a link in the sales chain. If the company's policies and requirements are in line with his interests, he will actively implement; if he has no interest, he will not actively implement.

2: The dealer is first based on the market demand for marketing activities, and then take into account the company's requirements. Dealers actively sell products must be customers are willing to buy products, rather than the company wants him to sell products.

3: The dealer is not just operating a company's products. So he can't put all his resources and energy on one side.

4: The dealer's resources, strength and business management capabilities are limited. So he has some behavior will not meet the company's requirements.

4: excellent agents have the conditions and selection criteria for agents

Measurement of excellent agents have many standards, but the general standard is only one: in a particular period of time is suitable for cooperation with the enterprise

The agent is an excellent agent. When choosing them, we have to pay attention to the characteristics of excellent agents.

1: The agent's business philosophy can be highly unified with the manufacturer. Be able to fully recognize and understand the manufacturer's corporate culture,

product positioning, medium- and long-term corporate development strategy, regional market sales targets and market operations program; able to effectively implement the manufacturer's sales policies.

2: With the development of the market needs of the funds

Agents have enough money to meet the manufacturers of market development needs, market investment, in accordance with the manufacturer's requirements for the relevant human resources, vehicles, warehouses. Access to various channels in the regional market, brand promotion, preparation of sufficient sources of goods.

3: With a sales network that matches the market

The agent's sales network can cover the entire regional market, all kinds of channels horizontally and vertically organic combination. Have a strong wholesale channels and retail channels; channel depth and width to fully meet the requirements of manufacturers, reduce the manufacturers of network construction costs; can quickly penetrate the entire market, increase market share and store rate, to achieve the entire regional market deep plowing.

4: perfect after-sales service system

The good or bad after-sales service has a direct impact on the brand's vitality, and most of the companies are now the after-sales service to the agent to do. Therefore, a good agent should have a good sense of after-sales service, after-sales service as a long-term strategy, to set up a professional after-sales service team to solve the problem of after-sales service in the region.

But with these four characteristics of the agents are strong financial strength is often the leader of the industry, which is the first thing we look for the target. But this kind of customers tend to manufacturers of sales policies demanding, and his hands have a lot of brands, often will not put your product in an important position on this point you have to have a full understanding. There is a situation is often associated with the industry, and now just want to enter the industry. This type of customer is also our choice of target, although he is just now entering the industry, but he is in other industries have many networks. There is another situation is that there is no money but have advanced business ideas, this kind of situation is often not long into the industry, either before to other businessmen working, or manufacturers of sales staff now open their own store, this kind of people have a very good idea but lack of funds, if the manufacturer's support to find this kind of dealers is also a choice. The last situation is that the dealer to give you a word is that I first hit the money to try. This is not the goal of the selection.

What is the difference between a dealer and an agent

First, the concept of distribution and agency:

The concept of distribution:

Distribution, generally refers to the dealers and manufacturers or suppliers to reach an agreement, in the specified period of time and geographic area to purchase and sell the specified goods. In the case of distribution, the supplier and the distributor is a kind of buying and selling relationship. From the legal relationship, the supplier and the dealer is the relationship between myself to myself, the dealer is in their own name to purchase goods, resale in the specified area, also in their own name, the price of goods up and down and other business risks to be borne by the dealers themselves. Generally speaking, distribution can be divided into general distribution and exclusive distribution. In the case of exclusive distribution, it is generally stipulated that the distributor will have a minimum number of transactions, and will not be allowed to distribute competing products from other suppliers.

The concept of agency:

Agency, refers to the agent or principal to grant the agent to? Sales of goods agency rights? Agency and distribution in the continuity of the contractual relationship and long-term, fixed sales area, the volume of transactions to limit the limitations of vicious competition and other aspects are the same, so in the actual business, some people will mistakenly confuse the agency and distribution. For the agent, it can be divided into general agents, regional and sub-brand agents, general agents to establish their own provincial branches and so on. The establishment of agents can share the risk of manufacturers, so that manufacturers and agents *** with the pulling market to reduce the risk of manufacturers.

Second, the difference between distribution and agency:

1, the ownership of goods is different, the agent is only between the buyer and seller to play a role as a medium to form the transaction, from which to earn a commission. And distribution refers to the property rights of the goods operated by the independent business.

2, different ways of obtaining profits, the former is to increase the price of sales, operating profits. The latter in accordance with the provisions of the price of sales, earn commission is also known as commission.

3, business authority is also different, the former can operate multiple varieties? Even operating competing products, the latter operating categories less, generally do not operate competing brands.

So far, agents and distributors are referring to what? What are the differences between agents and distributors? Through my above introduction, I believe that we all already have a number in mind, in fact, whether it is an agent or a dealer, are the product of the times, we can completely according to their own actual situation to choose!

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