How to do a good job in channel sales

How to do a good job in channel sales? Figuratively speaking, the manufacturer is the source, and the circulation route of products from the manufacturer to the final consumer is the sales channel. Such as manufacturers->; Provincial distribution production->; Regional or city distributors-> Township sales terminal->; Direct consumers, companies and product channels are different.

Channel sales, that is, sales using channels as a form of sales, mainly refers to how to develop and select dealers, their daily management, and how to assist dealers in marketing and daily maintenance. , and can put forward the corresponding 5P strategy according to market changes, effectively encourage dealers to grow together in the sales process, and of course, deal with some market conflicts.

How is the sales volume? Well, there are many ways to answer this question.

According to the channel form, it is basically divided into channel sales, hypermarket sales, specialty store sales and chain store sales.

Of course, there are tools and media that rely on sales, such as online sales and telephone sales.

Different customers are also divided into different sales, such as key account sales, consultative selling and so on.

The concepts of promotion, direct selling, marketing, marketing and sales are all different. I suggest you read some books and don't be in such a chaotic state.

I wonder if the above can answer your question.

What is channel sales?

Sales channel is one of the most important assets of an enterprise, and it is also the most changeable asset. It is the path taken by enterprises in the process of delivering products to consumers. This path includes sales organizations, agents, distributors and retail stores set up by enterprises themselves. For products, it is not to multiply the products themselves, but to increase the added value of products through services; For enterprises, sales channels play the role of logistics, capital flow, information flow and business flow, and complete tasks that manufacturers are difficult to complete. Enterprises with different industries, different products, different scales and different stages of development have different forms of sales channels, and most sales channels go through these two links from dealers to retail stores. In order to meet the needs of retail stores and maximize their own profits, few dealers only represent one product, but have their own product portfolio.

In the past two years, super terminals represented by Beijing Gome, Shandong Sanlian and Nanjing Suning have surfaced and even openly challenged industrial enterprises. Some home appliance enterprises have to produce according to the orders of super terminals, which is an irresistible historical trend. Although HyperTerminal is the object that enterprises pay attention to, in actual marketing, domestic enterprises mainly face problems at the dealer level. Dealers sell more than one product. Enterprises hope that dealers will invest capital, personnel, network and other resources to expand local market share and increase the driving force of products in the local area. Some enterprises want to control their distributors in some way and form a strategic alliance with distributors for common development. Some enterprises even form joint ventures with distributors.

We know that dealers guard a market, have sufficient social relations, have a perfect sales network and have a market-tested sales team. His short-term interest is making money, his long-term interest is development, and his goals are different from those of manufacturers. So what means do enterprises rely on to "control" dealers? The following five methods may give you an answer.

First, visual control:

As mentioned in the fifth discipline, corporate vision is the primary task of business leaders. An enterprise without vision is an enterprise without soul, an enterprise that can only make money, and an enterprise that has no future. Although the quality of domestic distributors is generally low, it is normal not to have their own long-term planning, but manufacturers must have their own long-term planning. Because every business should consider the development of the last home, the market opportunities are limited. I mainly do the distribution of products of company A, that is to say, I probably gave up the distribution of similar products of company B ... If there are problems in the operation of company A after a few years, and company B is booming. Then the banker chose to go home and paid a huge opportunity cost.

Based on this consideration of dealers, on the one hand, enterprises should use market performance to prove their Excellence, on the other hand, enterprises should constantly describe their bright prospects to dealers, which is what we call "spitting birds." The distributor has recognized your company's concept, the development strategy of the enterprise and the main leaders of the company. Even if the temporary policy is inappropriate and the temporary products have problems, the dealers will not care. Specific practices are as follows:

1. Senior management patrol visit: directly let the senior management communicate with the dealers, and let them establish personal contact. By conveying the development concept and looking forward to the development prospect of the enterprise through senior leaders, such measures can make dealers know more about the present situation and future development of the enterprise.

2. Internal publications of the enterprise office: regularly publish speeches of enterprise leaders and local market conditions. It is best to set up a dealer column, so that the opinions and suggestions of dealers become part of the publication. Send publications to distributors regularly.

3. Dealer meeting: The company holds regular dealer meetings to praise and encourage dealers with good performance. The introduction of company policies requires a dealer discussion meeting in advance. In this way, dealers have a sense of participation as a member of the enterprise, and feel that they are part of the enterprise, and their own development is inseparable from the development of the enterprise.

Second, brand control:

Modern commercial society is a society with homogeneous products, and the only feature that often distinguishes products is brand. Brand is the most important asset of many enterprises, so the boss of Coca-Cola Company dares to say: Burn all my factories, as long as I get the brand of Coca-Cola, I will still achieve today's scale. Some brands, such as McDonald's, Pepsi-Cola and MTV, have separated from products and become a culture, a value and a religion.

From the perspective of channel management, product brands can influence the whole channel through their influence on consumers. As a distributor, we should also establish our own brand, but the distributor's brand can only play a role in the channel and has little effect on consumers. Often the brand of a dealer is the brand attached to the main product he represents. Without the support of manufacturers, the brand value of dealers will be greatly reduced.

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2 What is channel sales?

What is the function of a brand-name product for dealers? It is profit, sales volume and image, but the most important thing is the efficiency of sales. Generally speaking, the best-selling products are transparent in price and fierce in competition, which is not the main source of corporate profits. The best-selling products need less marketing efforts from dealers, so the sales cost of dealers is relatively small, which will also drive the sales of other products. This can recover profits from other products, and at the same time, because the sales speed is relatively fast, it improves the dealer's capital turnover speed.

Therefore, as long as enterprises establish their own good brand image at the consumer level, they can exert influence on the channels. Through this brand, it will reduce sales costs, improve sales efficiency and control sales channels for dealers.

Third, service control:

Generally speaking, the management ability of dealers is weaker than that of enterprises, and the personnel quality of dealers is worse than that of enterprises. Enterprises have professional financial personnel, sales personnel, management personnel and marketing personnel, and dealers may mostly be relatives or friends. After a certain period of development, many dealers really want professional guidance in management, marketing and human resources. Some want to use some university professors or professional consulting companies to help them improve their management level. In the end, it is often found that the other party can not meet their real needs, can not meet their expectations, and the cost is relatively high.

Consulting sales advocated in modern marketing can be used to solve this problem. The so-called consultative selling means that the sales representatives of enterprises not only sell products to dealers, but also help dealers to sell, improve sales efficiency, reduce sales costs and increase sales profits. In other words, the sales representative gives the dealer a solution. This scheme can solve the dealer's current profit problem and his long-term profit problem.

The daily sales of enterprises are carried out normally on a fixed platform, and many enterprises have realized "sales automation", and business assistants can complete the daily sales work. If sales representatives pay attention to the continuous improvement of their own level, they will continue to receive charging in the enterprise, and carry out different training courses according to the needs of dealers to train the business personnel and management personnel of dealers. This can improve the ability of sales representatives, improve the professionalism of dealers, promote the exchange of knowledge between dealers and improve the overall level of dealers.

In the implementation of such a solution, enterprises act as teachers, dealers act as students, dealers act according to teachers' ideas, and enterprises control dealers ideologically. This relationship between teachers and students is unbreakable. Will there be a "mutiny problem" in such a channel? For enterprises, training dealers and helping them strengthen management will save a lot more than investment in marketing.

Fourth, the terminal control:

One of the most commonly used methods in the consumer goods industry is to directly control terminals and distributors. Some enterprises follow the market, that is, first find a suitable dealer in the local area, and gradually master the dealer's next home and local retail stores in the process of helping dealers do business. There are also some enterprises that do the market in the reverse direction, that is, they have not found a suitable dealer, or they have not found a dealer. Enterprises believe that it is most important to do the market, and they should do the market first and then do the channel. Enterprises directly have business relations with local retail stores, and through direct sales promotion activities to retail stores, the whole market is warmed up, making products become best-selling products. At this time, the initiative is in the hands of enterprises, and then choose the right dealers to manage the market and complete the channel construction through investment promotion.

Either way, controlling retail stores is the most fundamental purpose. If the retail stores identify with the products, brands and manufacturers first, instead of the dealers first, then when the dealers have problems, the manufacturers will definitely switch the retail stores to new channels without affecting the sales volume. There are several specific methods:

1. Establish basic files: make a rough map of the distribution of retail stores, establish retail store files, establish files of major salesgirls, establish files of competitors, establish files of dealers and establish files of basic information of manufacturers. These files should be updated frequently during regular meetings to ensure the accuracy and completeness of basic information.

2. Establishing the membership system of retail stores: Some enterprises have established the membership system of retail stores and held regular activities to increase the contact between retail stores and manufacturers. Motorola not only has the membership system of retail stores, but also has established the membership system of retail store clerks, holding regular membership participation activities and rewarding points according to the number of mobile phones sold by the clerks.

3. Promotion activities: Enterprises should implement the promotion activities to the terminal, and even hold activities such as retail store clerk reward and retail store reward. Only in this way can the results of promotional activities have the greatest effect, and only by carrying out such activities can the feelings between the terminal and the enterprise be enhanced. Enhance the brand influence of enterprises.

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3 What is channel sales

4. Training shop assistants: Shop assistants in retail stores play the most important role in sales. A very cost-effective product, if the clerk does not actively recommend or even attack this product, its fate can be imagined. Training shop assistants can increase her awareness of enterprises and products. It is helpful for shop assistants to fully understand the performance and indicators of products and increase their sales skills.

These are just a few ways to control the terminal. The most fundamental thing is to have a good file, which is the basic database of local market conditions. On the basis of this database, we will carry out visits to terminals and hold various direct visits to terminals.

Verb (abbreviation of verb) interest control:

The above methods can be said to control the dealers in terms of services and consider long-term cooperation with dealers. But every enterprise needs certain benefits as a guarantee, especially short-term benefits. How much should this short-term benefit be given to the dealer? We often hear sales representatives ask the company for such a policy: give more rebates and give a good price. Otherwise, customers will not cooperate with us. Is that really the case? If the dealer doesn't do it with us, he is still engaged in other products, and the variable expenses of the dealer will not drop much in the short term, and fixed expenses such as rent will still occur, and depreciation will also occur. If he loses the profit of cooperation, his overall profit will be reduced, but the cost will not be reduced much, that is to say, he is likely to lose money, so the risk of conversion is too great for him to afford. At this time, we will fully respect the opinions of enterprises. That is, the enterprise controls the dealers.

So when is the risk of dealers small? If the profit brought by the enterprise to the dealer is very small, he will still make a profit after he does not cooperate with the enterprise. Then, such a cooperative relationship does not matter to dealers, and enterprises have no control over dealers. Therefore, in addition to the above services, we should also control the control right of dealers in terms of interests and give them enough benefits. In other words, the profit of the enterprise to the dealer is greater than the net profit of the dealer. Only at this time, dealers will feel pain when they "break up" with enterprises, and enterprises will have the final say and control dealers. There are five specific methods:

1. Increase your rebate and discount, thus increasing your unit profit to the dealer.

2. Increase the sales of your own products.

3. Reduce the sales of other products of dealers.

4. Reduce the unit profit of other products of dealers.

5. Increase the cost of dealers.

Among the above five methods, general enterprises adopt the first two methods to stimulate channel sales and unit profit through continuous promotion activities and continuous channel rewards. The essence of the middle two methods is to attack competitors' products and reduce their sales and profits. The fifth method is a great loss for dealers, and it is best not to use it, because the value of the channel lies in the lower cost of distribution. If the dealer's cost is too high, its existence is unreasonable and it is meaningless to control it.

The above analysis is only a perceptual knowledge, which is not convenient to measure. Sales representatives are most exposed to specific sales, not profits. The following quantitative method is used to express that "the profit to the dealer is greater than the net profit of the dealer". Suppose: the total sales volume of the distributor is Y, the sales volume of this manufacturer is X, the unit profit of other products is T2, and the unit profit of this product is T1; The customer's net interest rate is m.

The formula for manufacturers to control dealers is: x * t1"m [x * t1+(y-x) * t2].

Change the formula: x/y1/[(1-m) * t1/t2+1].

From the above formula, we know how much the sales volume of the enterprise accounts for the total sales volume of the distributor, so we can control the customers. For example, in the mobile phone industry, the unit gross profit of other products is T2=20 yuan, the unit gross profit of manufacturers is T 1=20 yuan, and the net profit rate of dealers is M= 1/3, so X/Y=66%, that is, if manufacturers want to control dealers, their sales will account for 66% of the dealers' sales.

The above formula is only a rough estimate, and the actual operation of the business is not so simple. Every rational merchant or manufacturer should think twice when changing channels. The manufacturer has chosen to replace customers when changing dealers. When switching manufacturers, merchants have already chosen a new husband's family, and rarely switch suddenly without saying hello. But in any case, the above formula X/Y is the direction of every sales representative's efforts.

If the enterprise sets up a lofty vision, let the dealers agree; If a good brand image is established in the minds of consumers; If the enterprise trains a team of customer consultants to truly serve the enterprise; If the enterprise controls the terminal and establishes good communication with the terminal; If the enterprise can bring benefits to the dealer that the other party can't refuse. The development prospect of this enterprise is great. By controlling the first-level channels established by dealers, we can grasp the development of the industry, realize the real network as king, and establish the demeanor of industry leaders.

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Study on line balance of sewing machine

At present, the competition in the industry is fierce. If companies want their products to have good quality and good sales, they must have good management at all stages of design and production. In order to pursue more profits, the most important consideration for manufacturers is to reduce production costs and obtain maximum production benefits. The production line is facing the first level of product output, so its importance is even more obvious. Due to the progress of machines and tools, there is no room for serious mistakes in the production line. The most effective way is to successfully complete the production process, that is, to achieve the balance of the production line. Taking Huiguo industrial sewing machine production line as an example, this study discusses whether the stations of the production line are balanced, puts forward various schemes to improve line balance, and makes analysis and simulation to get the best scheme of the production line. Analyze and simulate the original data collected by the case company, and calculate the average delay as the criterion of the best scheme. Secondly, a scheme to improve the line balance is put forward, and the utilization rate of each station is obtained by calculation and simulation analysis. Finally, the results of each scheme obtained by simulation are statistically analyzed and verified by variance analysis and Duncan, and then the best improvement scheme is determined. According to eM-Plant simulation, when the daily output is 45 units, it is most suitable to deal with the stable order flow. This study recommended the results of this study to a case company as a reference.