Those paint things at the end of the year: about dealer management

China Paint Network
News: China
Coatings Network
News: the year will come, every year about this time,
coating enterprises
sales staff need to arrange in advance the dealer during the Spring Festival delivery plan. Only in advance payment delivery, ready for delivery, dealers, sales staff can be happy to have a good year.
to the Spring Festival is coming,
to
the dealer warehouse to press a batch of goods is simply routine. One is performance needs, the other is market needs (to avoid out-of-stock, very important), and the third is to crowd out the paint dealers' funds and inventory. Of course, the pressure goods are not during the Spring Festival talent, for many paint sales staff, the pressure goods are every month need to dry - the end of the month basically have to do so once. Within a month after the Spring Festival, will be the peak of pressure goods, a reason do not want to repeat, it must be clear in the hearts of sales staff.
, the impact of the Internet and mobile Internet on traditional marketing almost makes us marketers forget the concepts of resellers and channels: Do we need resellers? Do we still need channels? In fact, nothing can be over-corrected, no matter how the Internet develops, distributors, channels will not die, just as we talk about the O2O model, is not simple online or offline, will go to the depth of integration.
in this article, the focus is not how to press the goods, as well as the skills of pressing goods, but about the paint dealer management of the three points of mind and experience.
First sentence: pressure is the first standard to test the "guest"
you and the dealer "relationship" good or bad, not drink a few drinks, eat a few meals, meet all day long to blow a bit on the line, do not want to be friends with the dealer in this way. (A lot of times, it's really hard to be friends except for business.) It's about when you need to rush performance in an "very" period and you're under performance pressure, for example, give him a call on the night of the 29th and he'll call him on the 30th and send out a few cars. What is it? Is it just a "relationship"? Of course not, this "guest" relationship comes from the customer's recognition and respect for you, the company, and even awe.
If a salespable to the end of the month, a few phone calls to complete the month's sales helpless, I can be sure that he did not get the customer's approval, then, with the customer's meal, drink more is also a white tie, more unlikely to have any "guest" relationship.
"guest" comes from your value in the dealer's mind, that is, you want to help his business, the most direct embodiment is that your products to his sales, business, marketing network help.
don't let the dealer think your product is available, a lot of times, it is our own cause of this situation. To give the dealer pressure, constantly push it forward, and even force him to keep up with the pace of the enterprise. There is no eternal friend, only eternal interests. When you keep pushing them to progress and profit, despite his stress, or some dissatisfaction, he must be grateful to you, at least objectively.
how to reflect the gratitude, that is, when you have difficulties, this time, your pressure will have a response. To a large extent, your relationship with the customer is good or bad, through the pressure of goods, a measure will know.
second sentence: the market is robbed of
market is not bought, nor slowly cultivated! At the beginning, just came out to do sales, some old sales staff often told me: the market is slowly cultivated, slowly done. Later, I found out that this is nonsense, don't believe it. After years of experience, I suddenly realized: in fact, the market snatched.
do you say that? Products on the market, is not flat and successful, of course, we do not rule out the introduction of a new product has not been investigated, do not know how to succeed, but this success is also to meet the needs of consumers success. For most products, two aspects are important, one is the customer, where are our customers? The other is where are our opponents? Many times, we are not looking for customers, because we can not produce brand-new products, customers we already know where! The rest, there is only one aspect: the opponent! Where's the opponent? Where are our customers, what should we do?
now at a glance, is to grab the market from them!
himself, leading the team and dealers together to grab the market.
if the dealer is not willing, do not agree, do not become a "gang", such a dealer must not be able to do a good job of your company's products, certain! Such a dealer don't stop!
The third sentence: "Obedient" dealer is a good dealer
If you see the title above, frown and shake your head and say: Look, you have this skill, narrow-minded then I can say, you are really too young.
dealers if you do not listen to, the implementation of discounts, do market conditions, catty, only look at the immediate, so that the market is completely bad, not to make the market long-term healthy and rapid development. "Obedient" is not to the sales staff to listen to, but in accordance with the manufacturers, offices on the market judgment, market planning and sales of the overall cooperation to promote, and play their own advantages, proactive cooperation with marketing work.
to dealers to "listen" is not difficult, two words: interests. How to realize the interests, first of all, from the perspective of the market, more familiar with the market than dealers, more professional; How to make money, short-term sales rise, channel control is stronger, brand, product portfolio is better, the network is more extensive in the long run, access to competitive advantage, long-term healthy development, influence and image improvement.
from the point of view of sustainable market operation and healthy development, do not work with manufacturers a heart, do not cooperate, do not "listen" dealers are not good dealers, to be replaced as soon as possible.