How to effectively manage dealers

The arrival of the buyer's market, the channel in the operation of the enterprise is particularly important. Dealers as manufacturers and the market as an intermediary, in the process of realizing the value of the product is indispensable. Enterprises are generally very ambivalent mood, which can be for the growth of enterprises to raise the "wind sail", but also can be turned into a "stumbling block", how to deal with this particular group? Effective management of dealers, so that the function of the channel to maximize the play, many companies are studying this problem. In the long-term market visits, I will affect the dealer's factors are summarized as "mode cognitive force", "brand building power", "channel centripetal force" and "Management cohesion" five, they involve a variety of interests of enterprises and dealers game relationship, creating a variety of expressions of both sides in the market. Mode cognitive force What position is the enterprise in the channel? Whether it is guiding the direction of the channel or indulging in the existing channel, all these come from the enterprise's correct grasp of its own strength and resources, so as to choose a brand business model suitable for itself. Now the motorcycle market sales model can be roughly divided into two: one is the brand's market pull, this model applies to enterprises with a single product, a high degree of brand concentration, and a large influence in the industry. Like the industry's big Yangtze River, committed to building Huo Jue brand, product quality and service, now in the market, no one can look forward to its back, hard for the previous always hovering in the low-quality circle of China's motorcycle to bring fresh, shaping a new marketing model. I have visited the Heyang County Leiming Motorcycle Sales Co., Ltd. operating Haojue, in the industry generally dismal business, its distribution of Haojue brand sales compared to last year, there is a great increase. "In the price gap in the consumer's psychological acceptance of space, the brand's influence of the competition is very important, after all, the motorcycle is not a fast-moving consumer goods, the future use of satisfaction and product quality and after-sales relationship is very big." General Manager Lei Ming analyzes the influence of the brand in this way. But by the brand pull of the channel model there are some drawbacks: by the brand pull of the enterprise to the dealer to play their own space is relatively small, as long as you are united under the banner of the brand, there are enough assets margin, making money is the business of the enterprise, all the resources of the enterprise unified deployment. But this will lead to the value of the ecological chain system can not be healthy development, because the more the dealer is dependent on the enterprise, the more they will feel their own independence and security threatened, the flexibility of market operations and grasp the opportunity to grasp the effectiveness of the failure to grasp the situation, the dealer slowly lose themselves, limited to the enterprise's mode of operation and sales ideas, the loss of their own catching the ability of business opportunities. In this situation, the enterprise may be their own interests overriding the dealer, and dealers affected by a variety of reasons to avoid, have to maintain this relationship with the enterprise. Imagine how long the vitality of this model? But also can not condone the dealer, driven by a variety of interests, in the hotbed of connivance, will let the dealer and the enterprise farther and farther away. Reasonable model should be in the journey forward mutual understanding, mutual support, in the market to take what they need. Another kind of product sales is by virtue of the channel's driving force, extensive development of the market network and with constant marketing techniques to pull sales, this marketing approach applies to brand influence is not enough products, the same business level of competitors and a lot of competitors, in order to achieve good sales results, this is also a desirable model. But most of these companies can spare no effort in the development of new technologies to increase the brand's market potential, there is the ability to continue to deepen the network, rooted in the market, by virtue of their own efforts to win the market affirmation. Brand building power Only a strong brand influence can strive for more market resources, which is also the dealer's choice of corporate standards, companies want to maintain a sustained impact on dealers, it is necessary to long-term adherence to the construction of the brand, to improve the product to provide dealers with the premium value. Only their own brand has a high potential in the market, can give dealers a satisfactory profit margin, can produce their own channel irresistible temptation. To this end, enterprises are required to continuously strengthen the research and development of new products and brand image maintenance, with the development of the market continue to inject vitality elements into the brand, so that it maintains a long-term attraction to meet the needs of the target consumer groups. Brand is now a business heartache and the topic of concern, in the market hunger when the rush to make a lot of companies ignore the construction of the brand, when the price of the product is more and more close to the value of the time, a lot of problems like icebergs in the sea as revealed, so that many companies are not in a hurry to prevent. Many dealers adjusted their thinking, profit is no longer their only goal of concern, product quality, service, business strength and sales policy, is now a lot of dealers to choose the standard of the enterprise, "the original motorcycle products I operate, profit margins are good, but do not do motorcycle is not an important project of the enterprise, the enterprise is now a limited production is just to be this The brand is maintained, waiting for the arrival of the industry to lift the ban, so it is so half-dead to drag, publicity, after-sales basically our own to engage in, in the end, a calculation of the account, it is better to operate other brands it. If the company abandons the brand, then all my previous efforts in the market will go down the drain and everything will start from scratch. For the enterprise to give up the motorcycle program is only part of their business, but this is all for our dealers, the key to the success or failure of the business. In addition, consumers are now more brand and service conscious, and fooling around is no longer a solution. I'm picking a new brand these days, the product must be quality assurance, market reputation, business strength, in the industry to hold on to the key moment, the loss of opportunity is quite suicidal, do not dare to be sloppy again," Heyang, a dealer who did not want to disclose the name of the author of the confided in this way. Channel centripetal force in the network development, many companies have such concerns, will be some of the big dealers to cultivate the completion of its will threaten their position. "Do not want to be a general's soldier is not a good soldier", the same idea, the same resources, the same market environment, why let people help you make money. As long as there is a good business philosophy, in today's convenient and fast exchange of resources in the era, the strength of the dealer can squeeze the position of the enterprise, if not, take a step back, it can also operate in their own channels of competing products, in the limited market space and the original proprietor of the firefight to fight for market space, to the enterprise to leave a long-lasting "grudges ". But enterprises seldom look for reasons from themselves, why dealers to create their own rebellion? How much benefit do you bring to dealers? Many companies earn more than their own dealers and grudges, that this profit originally belongs to their own. But its rarely stand in the dealer's point of view to consider, in the dealer to create wealth for themselves, to the enterprise to bring the return of lucrative profits, in the process of cooperation between the two sides, **** win should be the main color of this system. West Rongfa Industrial Group meeting, the peak light company gave dealers each a wallet, I feel very interesting, the enterprise said in the introduction of the "policy and wallet has been given to you, what is loaded, how much to load, how to load, it depends on the efforts of each one of you, to play a talent, to win the space belonging to your own". In the enterprise to open up channels, the deepest complaint is the dealer's backtracking, no loyalty to speak of. Chasing profits is the characteristics of dealers, only different vision determines the difference in their approach, some people look at the longer term, operating a better brand, but the profit margin is relatively low; some people are concerned about the immediate profits, he will operate the risk and profit margins of the larger products. But how exactly do companies win dealer loyalty? Loyalty needs brand influence in the local market, business ideas and product profit margins to support, but also with the enterprise in the operation of the process has a great relationship. First is the principle of fairness. "Fairness, public trust, public win", this is the author visited the market the biggest feeling. Enterprises in the development of sales policy, to consider the principle of fairness, not from time to time, from person to person. This from the beginning of the dealers in the middle of a disconnect, the future in the implementation of corporate policy, resulting in the bottom of the dealer centrifugal separation, the enterprise has no appeal, we are only friends with benefits, so that there are better choices, how can companies require their dealers to their own allegiance. In the implementation, how can dealers do their best, really can not, there can be other options. Secondly, the continuity and stability of the market policy is also a key factor affecting the loyalty of dealers. Dealers are afraid of fickle enterprises, the morning is a policy, the night is a decision, the dealers are at a loss, no sense of security. I think, in the dealer's management, at first, can not focus on what can be obtained from the dealer, and should be placed in the first place on the dealer's services. With mature market operation ideas will be the dealer's enthusiasm for sales to stimulate out, when the enterprise's profitability is just a water to the process. Jilin Hongjian general manager Guo Hongfu's approach to the author's great inspiration. In the long-term development of the sales network, he summarized two points: First, the traditional Chinese human touch, combined with their own sense of life, with the spirit of the impact of the dealers below, and their own many years of precipitation down the management of unconditional access to the dealers below, so that they understand the good intentions of the enterprise, and more importantly, to learn the company's management style. Everyone in the actual operation of the "strength" towards a make, reduce the communication costs between the company and the channel. The second is the strong management tools and various learning mechanisms to ensure that the company's humanistic culture has a reliable basis. Management cohesion Many companies channel management problems from the dealers and the combination between the enterprise is relatively loose, each dealer as an independent sales individual, its one-sided pursuit of profit maximization and lead to internal friction is relatively large, the management of the more laborious. Derivation of the root causes of channel problems can be broadly divided into two kinds: one is the channel of the interests of the dealers scattered, the management does not have a unified standard, each member of the channel for their own, the enterprise does not have sufficient control over the channel. There is also the business process, the manufacturing sector and the retail sector of the relationship between the changes in the enterprise's brand influence has not been well promoted, the business focus back to the channel. Now many companies directly attract some of the big dealers to participate in the management of the company to realize the benefits **** the same body, so that not only can draw closer to the relationship with the dealers, the future development of policies closer to the market, and more importantly, so that some of the local vassals to participate directly in the market can help enterprises to disk firm one side of the market, so that enterprises in the implementation of the policy to reduce the "discount! ", two birds with one stone. There are also companies have chosen to form strategic partnerships with dealers, we are in a position of reciprocity *** with the profits, the group, do live market. Reciprocity is the foundation, profit is the goal, in the absence of a guarantee of interest, the enterprise has no right to require dealers to its stupid loyalty, interference in the choice of dealers. From the vertical division, the management of dealers can also be divided into dealer management and dealer's downline customer management. 1, the dealer's management If you are a high market awareness of the product, the market operation has a unique operational ideas, then you can consider raising the threshold of the dealer deposit, the dealer's resources are unified in a systematic business model to run, reduce the internal losses of the system, so that it generates the maximum profit. But the problem is that this policy should have continuity, can not be changed from one day to the next, so that dealers are on tenterhooks, at a loss. 2, dealer downline customer management Focus on the dealer's downline customers, which can help companies from the micro to find the cause of the increase or decrease in the amount of small enterprises and the combination of products and markets. After the interaction with the lower-level dealers to reach access, it can let the network further understand the enterprise's sales policy, and most importantly, let the dealers have some consideration in the confrontation with the enterprise. Value-added power Unify dealers under their own model to strengthen the implementation of market policies and satisfaction. Many dealers due to a variety of factors, the enterprise's various policies "depending on" and do not do or do not do well, can not achieve the desired effect of the enterprise. This requires companies to dealers "brainwashing", so that dealers understand the strength of the implementation of a policy and requirements. 1, strengthen training, inculcate advanced business philosophy, to the intangible assets of the business management capabilities of the proliferation of cash form to promote its gains. The market is becoming more and more complex, many dealers in the operation of the mood of confusion, are eager to learn and innovate, absorb more nutrients, to provide some inspiration for their own operations. So that enterprises can use their own more advanced business philosophy and management system provided to their dealers, not only can more y influence and unite the dealers, so that they are in their own surroundings, and more importantly, a unified business **** the same body, so that enterprises in the implementation of the policy can reduce a lot of unnecessary trouble. 2, the enterprise to take out a portion of the funds to encourage local dealers to create business wonders according to local conditions, and then in the channel to be promoted, so that not only can enhance the dealers to participate in the management of the awareness of the realization of its self-worth, but also for the enterprise to create more business benefits. Let their own sales channels to become in and out, easy to control, is the ultimate goal of each enterprise channel construction, but has a satisfactory sales channel is not just a few theories can be handled, to be carefully sorted out in the exchange, and constantly grinding, so that both sides are adapted to each other, so that you can be in the specific operation of the handy. Author: Xu Mianzhen, you are welcome to exchange your views and opinions with the author.