How does the general agent help the dealers to do a good job in the market?

How does the general agent help the dealers to do a good job in the market? Typical case: Our company represented a red wine in Shandong. As the manager of the company, I have a very distressing thing now. At present, the performance of the secondary market has been poor, and the initiative and enthusiasm of dealers are not high. Although this is related to the fierce competition of red wine, the market is made by people. Why don't other brands do well and our brand can't? I think there is something wrong with the distributor. Through talking with them, I found that there are some problems in dealers: some dealers have low cultural quality, little knowledge of red wine and backward marketing methods; Some dealers have networks, but their sales management is weak and their performance is always not high; Some people lack confidence in the new brand, and they betray each other ... What measures should I take as a general agent to change this situation in the face of the dealer's problems? Teacher Liu, a business expert from Chengdu Jiajia, suggested that it is better to teach people to fish than to win by fishing in Changsha. Chen Jun, a senior consultant of marketing consulting company, has a lot to do with the success of a market. If the dealers don't do well, this market will definitely fail. Most dealers are self-employed, and some people have shortcomings such as low cultural quality, serious business thinking, backward management consciousness and poor market development ability. If the general agent can improve the quality and fighting capacity of the whole dealer team, it will be a powerful means to win the competition. The general agent should not only make dealers make money, but also teach them how to make money, that is, "it is better to teach people to fish than to teach them to fish." Only by constantly improving the operation ability of dealers and teaching dealers to do a good job in sales can we reflect the channel strategy of "win-win with dealers" It is suggested that Mr. Liu solve the dealer's problems one by one. Do a good job in training and improve dealers. For dealers with low literacy and poor professional knowledge, we can organize them to carry out targeted training. Through training, improve the professional level of dealers, strengthen communication with dealers, understand the difficulties of offline market and help dealers solve problems. Dealer training is a long-term systematic project, which needs the constant improvement and promotion of the general agent in the market operation. The training of dealers must proceed from reality, pay attention to the effect and skills, and vary from person to person. A wine company gave a training course to its distributors. At first, a professor from a famous university was invited to give a lecture. At that time, it was generally felt that the marketing theory taught by the professor was set, but not practical. Later, they invited a liquor marketing expert to give on-site guidance on marketing promotion and marketing management in combination with the actual situation of dealers, and the dealers benefited a lot. Export talents and coach distributors. For dealers with weak marketing management, it is suggested that Mr. Liu deploy some sales backbones to form a steering group to go deep into the front line of the market and provide dealers with necessary consulting services in market research, target positioning, product mix, promotion plan and product distribution. Improve the competitiveness of dealers by improving their professional ability. The "Steering Group" can provide various software and hardware support for dealers. This kind of support usually includes the following aspects: support related to operation management; Support related to sales activities; Support related to advertising and public relations; Guide shop decoration; Improve the display of goods; Develop and promote projects or activities related to promotional activities. The general agent can also send a sales manager with high comprehensive ability to the dealer's location. In view of the existing dealer network, in practice, help them to understand and fully start the market operation of products, and help dealers really complete the market expansion of products. These managers assume the duties of sales managers, who are responsible for the local marketing and promotion of products. The export manager is paid by the head office and is under the dual leadership of the general agent and the distributor. Through the guidance of managers, we can lead a group of elite soldiers for dealers and quickly improve the management level. In the long run, the implementation of the "talent export" project by the general agent can stabilize the distribution team and improve the market performance. It is an effective way to mobilize dealers who have insufficient confidence in new products by using the power of the model market, and the general agent should mobilize their enthusiasm. It is an effective way to impress such dealers with the power of model market. By organizing field visits and holding symposiums for dealers, dealers in the model market can express their opinions and introduce successful experiences. Seeing is believing, the reality is the most convincing, and the experience of peers has strong maneuverability, which is easily accepted by other dealers and effectively implemented. That's what the general agent used to do. At the beginning of the listing of "Beibei Jia", due to low brand awareness and insufficient funds, dealers were not sure whether they could make money by operating this product. Due to the lack of confidence of dealers, "back to back" hinders the construction of sales channels. How to solve this problem? The general agent decided to make a model market in Tianjin first. He quickly concentrated his superior forces, invested a lot of money in retail terminals, distributors, advertising and promotion, and started the Tianjin regional market in the shortest time. After the Tianjin market started, he invited dealers from other regions to the counter of Tianjin Railway Station to personally feel the fiery sales atmosphere in Tianjin. This move allows dealers not only to see that this product can make money, but also to train dealers in various ways, such as meetings and study, so that they can master the methods of making money.