Marketing: five elements of selecting and managing distributors for coating enterprises

Core tip: dealers are like invisible wings for the development of paint enterprises Poor management of dealers can lead to the continuous decline of sales volume, the continuous increase of sales expenses, and the "treacherous" transfer of dealers to other brands At present, the coating industry is in the stage of rapid development, and the market is relatively chaotic How to choose and manage the distributors for the coating enterprises to occupy the market and share a share with other competitors? One of the factors is to choose the distributors carefully Shenyang steel structure fireproof coating construction expert punde Building Fire Engineering Co., Ltd Recommended introduction: since its establishment, Shenyang punde Construction Fire Engineering Co., Ltd has cultivated a group of professional construction teams with excellent equipment, rich experience and serious responsibility with advanced and scientific management methods and strict engineering quality assurance and after-sales service system It has undertaken a number of fire system installation projects, which has been praised by customers Every idea and special requirement of you will be fully considered by us and fully realized in the construction technology, which will become the cornerstone of our successful long-term development We are looking forward to your invitation, to provide you with quality services and high-quality technical support! All construction coatings have passed ISO9001 Paint Home News: dealers for paint enterprises, such as the enterprise's development take-off "invisible wings." Poor management of dealers can lead to the continuous decline of sales volume, the continuous increase of sales expenses, and the "treacherous" transfer of dealers to other brands At present, the coating industry is in the stage of rapid development, and the market is relatively chaotic So how to choose and manage the dealers for the coating enterprises to occupy the market and share a share with other competitors? One of the factors for choosing dealers carefully: capital strength and network coverage When choosing dealers, the coating enterprises should first look at their capital strength and network coverage Of course, for those dealers who are short-sighted and only value immediate interests, even if their capital strength and network strength are strong, they can't be affected Because dealers are for profit The short-sighted dealers may decrease their cooperation and loyalty to the coating manufacturers due to their small immediate interests, which may lead to cracks or even break up in their cooperation Selection factor 2: at present, many dealers rely on their own strength to "cheat customers", not only in harsh conditions, but also in "illegal" behaviors They often find some excuses to not fulfill their commitments, agreements, and management control of enterprises, which makes enterprises suffer from channel problems In general, the choice of "factory" and "business" relationship should be based on the community of interests and long-term strategic partnership This requires coating enterprises to have a deep understanding of the business philosophy and strategic objectives of dealers, as well as the reputation of dealers They should have a thorough understanding of all aspects of dealers, and choose dealers with good reputation and the same aspirations as manufacturers Selection factor three: although some dealers have strong strength in the situation of agency brands, they operate multiple brands at the same time, even the brands of direct competitors Therefore, the dealer may not be able to invest enough manpower, material resources and energy in your brand, and will not have too high loyalty When the market is a little bit volatile, or the terminal is difficult to do, or the profit is declining, it may tilt the fund to other brands, or even abandon you Selection factor four: marketing experience when choosing distributors, coating enterprises should pay attention to their actual marketing experience But the premise is that "old qualified" dealers, if they can judge the situation, accept the advanced business philosophy from the manufacturer, supplemented by their own practical experience, can really become valuable partners for the manufacturer Generally speaking, the dealers whose sales volume has increased by a large margin are the excellent ones However, coating enterprises should analyze and compare the market growth and the average growth of the company's commodities If the sales volume of a dealer is growing, but the market share and the average growth rate of its own company's products are not growing, then it can be asserted that the management of the enterprise to this dealer is not appropriate Selection factor 5: whether the business resources and business philosophy of the cooperative relationship dealers are consistent with the enterprise, whether the other party's willingness to cooperate is strong, whether the other party is willing to implement the enterprise's policies, whether the other party can give sufficient support to the enterprise, etc These factors are related to the happiness index and harmony index of "factory" and "business" love, and often play a decisive role in the success of cooperation Scientific management of dealer management skills 1: scientific training to improve the sales ability of dealers paint enterprises can carry out systematic training for dealers, and form a "community of interests" with dealers to achieve their own sales leap Paint enterprises should first understand the training needs of dealers, and then set up a special dealer training department to be responsible for the training of dealers Enterprises can publish articles about Dealer Training through the network and internal newspapers and magazines for dealers' reference, or hold local dealer training meetings It can also carry out training activities for dealers, and provide systematic training and guidance for dealers on industry development, corporate culture, sales etiquette, wallpaper product analysis, sales skills, active marketing strategies and other knowledge At the same time, coating enterprises should collect the success and failure cases and materials of dealers in different industries and enterprises, because these are absolutely good materials for dealer training Professional training materials and courses, national advertising support and high-quality service strategy will lead dealers to play an outstanding role in terminal sales Management skill 2: reasonable operation of rebate and promotion of dealers' enthusiasm If the paint enterprises can formulate scientific rebate system, they can improve sales volume, strengthen the execution of sales management, cleverly convey the marketing ideas of enterprises, squeeze competitors, balance production line capacity, and increase the fairness of evaluation of dealers Coating enterprises can consider the setting of rebate assessment content from the following four aspects: first, according to the market development stage of enterprises When paint enterprises are in the primary stage of market development, sales volume is the most important and even the only focus Therefore, at this time, the establishment of the enterprise rebate system should take the sales volume assessment as the whole of the assessment However, with the development of market development, after the sales enter a stable stage, such as brand image, consumer loyalty become more part of the consideration of enterprises At this time, the weight of sales volume assessment can be reduced appropriately, and assessment contents such as terminal image and price execution should be added successively Second, according to the real-time market performance of dealers Paint enterprises can list the phenomenon that dealers do not act in accordance with the company's sales policy, and list the part of these "illegal phenomena" that has a greater impact on sales as rebate assessment content If the phenomenon of dealers' fleeing goods is serious, the "fleeing goods assessment" can be given a greater weight Third, according to the real-time market strategy If the focus of the enterprise this year is to vigorously build the terminal image, then the rebate system assessment content, such as terminal location, decoration and vividness, should occupy a large proportion; if the enterprise this year focuses on vigorously promoting new products, then the sales volume of new products can be listed separately from the overall sales volume for assessment In a word, the paint enterprises should skillfully put the market work focus of this stage into the rebate assessment content, so as to control and guide the dealers Management skill 3: formulate detailed system to prevent dealers from fleeing goods In order to maximize profits, dealers should make use of the difference of market demand in different sales areas to sell products beyond the restricted areas, which is called fleeing goods The control of fleeing can be carried out from the following aspects: first, based on technology, strengthen fleeing management That is to use technical means to cooperate with and strengthen the management of fleeing goods The main form is regional differentiation of sales products: distinguishing different sales areas from the aspects of color, specification, packaging, regional coding, etc Second, we should formulate reasonable rewards and punishments, so that there are laws to follow When the manufacturer and the distributor sign the distribution contract, they should list the specific punishment terms of fleeing goods in detail in the form of appendix in the contract, emphasize the condition of "Prohibition of cross regional sales", formulate a reasonable distribution policy, and reflect the punishment and reward in the distribution policy Such as paying a certain amount of deposit, quantifying the punishment clauses for the behavior of fleeing goods, etc Third, formulate scientific marketing strategies to reduce the inducement of fleeing goods Coating enterprises should prevent the occurrence of fleeing goods from marketing policies, such as: price differential system, promotion policy, rebate policy, buyout of management rights, etc Especially for the price policy, the coating enterprises should not only consider the ex factory price, the second rating price and the terminal zero price, but also strictly implement the monitoring system, and formulate measures to deal with the violation of the price system, eliminate the conditions for the inducement of fleeing goods, and eliminate the factors that may cause the price difference Fourth, reduce the participation of channel developers in fleeing goods The coating enterprise shall carry out internal supervision on the channel development personnel, and sign an agreement between the internal channel development personnel of the enterprise not to tamper with the goods and prices, and use the enterprise system to restrain; at the same time, the paint enterprise shall take the form of an in-depth interview, report the situation at any time, and regularly replace the market supervisors Management skill 4: it is an important part of dealer management to establish SOP payment recovery related to dealer review Although the sales volume of dealers is very high, the problem is even greater because the payment recovery is not smooth or the payment is delayed in a large amount It is necessary for coating enterprises to establish SOP for dealers' review Not only in the early stage of the development of dealers, but also in the normal cooperation period in the later stage Not only to audit dealers, but also sometimes to audit business personnel, just in case Management skill 5: manage the offline customers of dealers well, which is a heavy and skillful work It not only requires enterprises and marketing personnel to do a good job in statistics and analysis of offline customers of dealers, but also pay attention to the increase and decrease of offline customers of dealers and analysis The statistics and analysis of the offline customers of dealers can not only help enterprises find out the reasons for the increase and decrease of the sales volume of enterprises and many problems, but also help enterprises and marketing personnel find out the reasons for the increase and decrease of the sales volume of dealers and find out the problems in the management, and adjust the marketing strategies accordingly And through the offline customer management of dealers, it is also the best way to prevent dealers from changing course, because no dealer dares to be careless to the manufacturers and marketing personnel who know their offline customers well How to grasp the marketing decision-making and executive power? 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