How to develop dealers?

How to develop distributors is a problem faced by many manufacturers and professional distributors. The experience of many successful enterprises illustrates such a basic truth. It is the starting point and premise of selecting dealers to make clear the objectives and principles of selecting dealers, do in-depth and detailed investigation and study, and fully understand the situation of each dealer to be selected. A clear goal is one of the prerequisites for choosing a dealer. There are two levels of goals to be distinguished here: the first level is the basic goal, that is, selecting middlemen, establishing distribution channels, and achieving what distribution effect; The second level is the means goal, that is, what kind of distribution channels should be established and what role should be played in the process of realizing the first level goal. After the objectives of establishing distribution channels are clear, these objectives are transformed into the principles of selecting distributors and become the guidelines for guiding the selection of distributors. Generally speaking, the principles to be followed include the following aspects:

The principle of length to expand distribution channels to target markets. This is the basic goal of establishing distribution channels and the basic principle of selecting distributors. When an enterprise chooses a distributor and establishes a distribution channel, it is to enter its own products into the target market, so that the end users or consumers who need the products of the enterprise can buy them nearby and conveniently and consume them at will. According to this principle, distribution managers should pay attention to whether the selected distributors have their distribution channels (such as branches, subsidiaries, member units or loyal secondary distributors) and whether they have sales places (such as shops and business institutions) in the target market.

2. The principle of division of labor and cooperation. That is, the selected middlemen should meet the requirements of the established distribution channel function in business direction and professional ability. Especially when establishing short distribution channels, we should strictly grasp the operating characteristics and distribution functions of middlemen. Generally speaking, professional chain sales companies have strong distribution ability for goods with high value, strong technology, attractive brands and many after-sales services. All kinds of small and medium-sized department stores and grocery stores are strong in operating convenience goods and middle and low-grade shopping goods. Only distributors who meet the requirements of established distribution channels in business direction and professional ability can undertake corresponding distribution functions and form a complete distribution channel.

3. The principle of establishing image. In a specific local market, it is obvious that those dealers whose target consumers or secondary dealers are willing to patronize or even pay higher prices to buy goods there should be selected. Such dealers have a good image in the eyes of consumers, which can set off the role and contribute to the establishment of brand image.

4. The principle of * * * common aspiration * * common aspiration. Distributors jointly distribute goods, which is not only beneficial to manufacturers and consumers, but also beneficial to distributors. Distribution channels as a whole, the interests of each member come from mutual cooperation and interest creation activities among members: from this perspective; Common distribution is to "bind" each other's interests. Only when all members have the same desire, ambition and spirit of cooperation can we truly establish an effective distribution channel. When selecting distributors, we should pay attention to analyzing the willingness of distributors to cooperate in distribution and the cooperative relationship with other channel members in order to choose good partners.

The above principles are put forward from the goal of establishing distribution channels. They are an organic whole, reflecting the requirements of establishing commodity circulation system, cooperation and prosperity of manufacturers. Choosing distributors according to these principles will ensure the quality of established distribution channel members and cooperation quality, and improve the operation efficiency of distribution channels. These principles are also the basis for distribution channel members to reach a cooperation agreement.

The development process is generally as follows:

1. According to the product characteristics, find the distributors of related products and make use of their channels and networks. 2. From the core technology, core function and core competitiveness of this product, we should vigorously promote this product and first achieve market share in publicity. Let more people know about this product, and let customers who have potential demand for this product know about the market position of this product, the comprehensive strength of the manufacturer, the uniqueness of the product and other information. 3. Establish online publicity platform and sales platform, and establish sales channels. 4. Establish a sales team, pay attention to market segmentation and product market positioning, and let dealers or franchisees have reliable technical support and product support. 5. Create a product brand, so that the product itself has special value, attraction and irreplaceability. 6. There are training institutions. For the established channels or agents, the partners can get the comprehensive quality matching with the product value attributes, reflect the real enterprise spirit embodied by the products, improve the quality of relevant personnel as soon as possible, and keep them in a certain state for a long time. 7. Find and cultivate the special customer base that the product wants to adapt to, and don't blindly sell it door to door. 8. Establish a model model and give play to the demonstration effect. 9. Do a good job in after-sales service and don't make a deal. 10. Establish long-term planning, strengthen the control of all aspects of products, reduce costs, maximize profits for dealers and agents, and formulate appropriate incentive mechanisms. 1 1. Strengthen product research and development, prepare for the market substitution of this product, solve the worries of agents and distributors, and make enterprises and products have the ability of sustainable development. 12. Look for existing sales channels or channels of marginal products that can have some connection with the product, and expand the market coverage of the product.