How do new enterprises develop distributors?

Some people say that sales volume is the lifeline of enterprises. Without sales, everything is impossible. Now the security door and the entrance door market are dominated by dealers. Enterprises want to be bigger and stronger. Without a good dealer team, it is difficult for sales to reach a higher level. Therefore, the competition for dealers has never stopped, and now it has reached a white-hot level. It is well known that the channel is king. To help dealers become bigger and stronger, manufacturers can rack their brains. The author talks about some of his own views.

One: Strengthen policy guidance to make dealers profitable.

The world is bustling, all for profit; The world is bustling for profit. This has been the case since ancient times. What kind of dealers manufacturers need, dealers need what kind of manufacturers, and the most important thing is that interests are consistent. Dealers are most concerned about whether their own interests can be guaranteed. The marketing policy of security door enterprises must be in place to attract dealers more than competitors, and the headquarters marketing policy and local sales policy must have competitive advantages at the same time. Excellent enterprises can deeply analyze the psychology of dealers and work out corresponding countermeasures, so as to make the marketing work watertight, and let dealers wholeheartedly make their own brands and achieve a win-win goal.

We should respect dealers and establish emotional ties. A scholar dies as a bosom friend, and a woman is complacent. Although dealers are profit-seeking businessmen, they also have feelings. There is a very interesting phenomenon in the Yongkang Gate Exhibition every year. Many anti-theft door enterprises spend a lot of money on dealers, so that dealers can stay in hotels, have a good meal, entertain their wives and children when they come, and give computers and other gifts when they finally leave. But the time to go to the exhibition is very short, and it takes 1-2 hours roughly. On the one hand, it shows that the competition among dealers is fierce, on the other hand, it is also afraid that its dealers will be cheated by others.

Second: choose a good store location and do a good job in image promotion.

After the dealer chooses to be his own brand, it is the first step to help the dealer choose a good store location. Li Ka-shing once said that the location is the first, the location is the second, and the location is the third. This sentence is clear enough. Store location is of great significance to dealers. Take McDonald's and KFC, the giants of fast food industry, for example, they have taken great pains in site selection, and they all chose the central location with large traffic. A good store location is half the battle. For example, you can enter a well-known building materials store and build an independent store facing the street. When entering a well-known building materials store, it is best to choose the entrance near the intersection and stairs. Independent stores try to locate in a building materials street and sell goods together, which can attract more customers. In store decoration, there must be a unified and distinctive corporate logo. At present, few security door enterprises have done a good job in this respect, not as good as the wooden doors that came up later. Now many security door enterprises produce both security doors and interior doors, which brings a turning point to the level of security door stores. In fact, security door enterprises should also change their thinking and strengthen their image. People are rich, and more and more consumers need high-end security doors. This is a good opportunity for our security door enterprise to take off again. In this regard, Yadea Le, Chang En Invincible, and Kaynard are ahead of the industry, which is also worth thinking about by many security door enterprises.

Third: staff training to improve soft power.

Who sells goods? It's a shop assistant. Although the dealers of security doors and entrance doors are mainly husband and wife shops, the wife looks after the shops and the husband is responsible for installing them. In fact, this kind of shop is easier to do, because most people in this line are almost hanging by a thread, and the vitality of the whole family is here. If the shop is not done well, the pressure will be great. If you do well, you will become more and more confident and handy. However, because most dealers who do security doors have low academic qualifications and have not received professional training, they especially need the training and guidance of manufacturers. At present, many security door dealers are working, studying and groping at the same time, and there is little centralized professional study and training, that is, the theoretical shopping guide framework has not been turned into a practice that can serve customers. In the actual operation process, the grasp of etiquette, shop knowledge, commodity display, window publicity, product knowledge and customer mentality seems unfamiliar and clumsy. Therefore, to cultivate high-quality dealer talents, we must first start with the positioning of our own products and brands, and then continue to innovate according to the market service function, strengthen the training and guidance for dealers, improve their soft power, and let customers feel different, professional, caring and reliable when they come to the store.

Fourth, do a good job in service and increase the confidence of dealers.

Why do dealers choose our brand? Because he believes that selling our products can make money. We should give him confidence and let him really earn money by selling our products. Where does his confidence come from? It comes from the manufacturer's good products and good pre-sale, sale and after-sales service. After more than 20 years of development, some brands have gained a certain popularity in the market, but there are also some disadvantages. Just as ordinary people say that shops bully customers, the services of some enterprises are getting worse day by day, and no new products have been launched for many years. Although the enterprise is small, there are many problems. Visiting the market, it is found that the brands that dealers want to change are more enterprises whose services can't keep up. In fact, the decline in sales of some enterprises is due to the market itself and more to its own reasons. As far as delivery time is concerned, the salesman of Xianrenju told the author that it usually takes three days from ordering to delivery, and some enterprises can't deliver the goods for half a month. In terms of maintenance time of product problems, some factories can't solve them for more than a month, and dealers are urged by customers to have a headache. Manufacturers should think about what problems dealers have in advance so that dealers have no worries. The competition in the security door market is fierce, and dealers are always worried that they will be eliminated. If the manufacturer can make the best use of the situation, do a good job in his own service and make clear his attitude towards dealers, his own enterprise is a long-term enterprise, and he wants to develop and strengthen a powerful enterprise, so that dealers can feel that this brand has a future.

Fifth, try new marketing and explore the e-commerce and group buying markets.

With the rapid development of information technology and modern logistics, new marketing models have emerged, such as e-commerce and Weibo marketing. In the future, door-to-door dealers will change from current sellers to service providers, which is a trend. For manufacturers and distributors, whoever realizes this first will take the lead in the future competition.

Dealer bosses are not short of people who are sensitive to online marketing. Some dealers are very young and realize the role of internet in door-to-door sales. They are no longer limited to waiting for customers. Some dealers are actively seeking breakthroughs in e-commerce while sticking to their stores. Use the internet to promote physical stores, increase store sales through online marketing, and realize dealers walking on two legs. It may be a good choice for manufacturers to give distributors the opportunity to post the information of local distributors on the company website and let them join the vertical portal. In the door industry, some platforms are doing well, such as Asia-Pacific door and window network. By showing the characteristics and high-quality services of door dealers' storefronts, end consumers can easily find physical stores and help dealers improve their sales performance.

In 20 10, the national output value of building materials reached 2 trillion yuan, including tooling 1. 1 100 million yuan, and the rest was home improvement. Sales of engineering orders exceeded the home improvement market for the first time. With the promotion of fine decoration in some cities, the cooperation with developers will be more extensive, and manufacturers should give dealers more freedom in this respect, so that dealers can have an advantage in bidding with other enterprises.

The relationship between manufacturers and distributors is based on interests, which is both cooperation and competition, as well as competition and coordination. In the distribution era, manufacturers must establish their own channels and create efficient distributors.