What are the factors that affect the development of dealers?

Intense market competition requires the establishment of production enterprises? Dealer-centric? Consciousness, to deepen the customer relationship between enterprises and distributors, and constantly improve the comprehensive quality of distributors. At the same time, the dealers are subdivided and differentiated marketing strategies are adopted, so as to ensure the improvement of dealer performance and ensure that dealer customers of enterprises can continue to bring profits to enterprises. So what are the factors that affect the development of dealers?

Factors affecting the development of dealers: corporate values

Speculation, profiteering and hypocrisy that are not on the table still exist in the development process of domestic IT distributors. I have witnessed the scene of a dealer recruiting salesmen in a certain area. The examiner asked the examinee a very practical question:? How do you treat your customers? This candidate is a recent graduate. He is hot-blooded and easy to answer. Honesty, consideration for customers, consideration for the company. ? Who knows the examiner flew into a rage when he heard such an answer, and said, honesty is useless. You should learn to fool and cheat, learn to talk to people, and learn to talk nonsense, or you won't want to do it well. ?

In order to adapt to such an environment, some salespeople will do some deceptive things when coordinating and communicating with customers. In fact, most of the people who suffer in the end are self-righteous smart people. I lied to my client for the first time. What about the second time? How much will it cost to make it up? This is the reason why many good brands are getting worse and worse in the hands of a dealer.

For dealers, there should be cultural connotation of advocating righteousness, respecting human feelings, embodying credibility and spreading correct values in enterprise management. Gone are the days when a company declared bankruptcy because it got a loan or defrauded a sum of money. Dealers cultivate the market well, and the development of enterprises can come naturally, with peace of mind and effort.

Factors affecting the development of dealers: human resources

Paying attention to talents and respecting employees are the slogans that dealers shout loudly nowadays, but how much have they really achieved?

In Jiangxi, it is a common phenomenon that salesmen of home appliance agents such as Siping and Nanfang earn 50,000 to 60,000 yuan a year, as high as 100,000 or even 200,000 yuan, but brain drain often happens.

For dealers, products, talents and network are the foundation of their survival. The instability of talents often leads to the temporary or partial paralysis of the sales network, which is very common in the marketing field. Hegemonism of individual bosses, individual heroism within enterprises and unbalanced management are all reasons for brain drain.

Factors affecting the development of dealers: system management

The development of domestic distributors can be summarized in three sentences: in the 1980s, it relied on courage; Relying on capital in the 1990 s; In the 20th century, it depended on management. Dealers must have their own advanced marketing management system, and strictly control the consistency, rationality, systematicness and systematization of implementation.

For example, the financial department should not only be responsible for the operation of funds, but also manage the account period and assist in sales; The Ministry of Commerce should not only do a good job in customer management, but also do a good job in order management and item management. The warehousing department should not only do a good job in inventory management of best-selling products, slow-moving products and damaged products, but also collect feedback in time; The logistics department should not only be responsible for distribution, but also know how to plan orders.

Although on the surface, all departments are independent of each other. However, in practical work, timely communication and mutual assistance are needed to transform the original transit operator into a marketing operator, provide a professional service system for manufacturers and downstream outlets, and become market managers and leaders.

Factors affecting the development of dealers: development planning

Many dealers are eager to represent more good brand products or have greater regional agency rights, but why never consider whether their financial arrangements and personnel placement can be in place and whether they can meet the requirements of manufacturers?

The author personally contacted such agents, perhaps considering the operating costs and profit margins, and wanted to increase the agency rights of the two brands. In their view, this can save more storage, travel, wages and other expenses. More brands and more profits can make the East shine. Who knows, several warehouses and businesses have been added, but the benefits have not increased much. On the other hand, funds can't turn around quickly, the inventory backlog is unbalanced, and the best-selling brands have no money to purchase goods. As a result, they almost lost their agency qualification and had to use mortgages such as real estate and cars to maintain their capital turnover.

It is not that the bigger the stall, the higher the profit. The decline of many well-known enterprises is precisely because of the crazy extension expansion, which leads to the weakness of their main products and the decline of market competitive influence. Dealers should first make their main products refined, refined, stronger and bigger, and then plan for greater development.

Factors affecting the development of dealers: product structure

Making good use of marketing means for products can not only prevent price wars and commodity smuggling, but also condense the centripetal force of sales network and strengthen the influence of terminals. Therefore, the most important thing is to consider the product combination of various products distributed by merchants. In this way, when selling, it can not only promote each other's sales, but also use the complementarity between products to adjust the turnover rate of goods and accelerate the withdrawal of funds.

The more detailed the distributor's product mix is, the more it can strengthen the channel operation ability, generate economies of scale, save costs and create profits.

Factors affecting the development of dealers: financial management

At present, the financial management of many dealers only stays in simple bookkeeping, and the operating expenses are paid at will, and the procedures are incomplete, which cannot be reflected in the financial books.

In the minds of many dealers, the money they earn can be controlled at will, and the only approving personnel may be their wives, mothers and other relatives. Most of the time, these approvers just act as the chief financial officer. As for the salary standards, reimbursement standards, shopping standards and hospitality standards of company employees, they are often not considered, and there are no sound procedures and systems to regulate them. Therefore, many dealers sometimes wonder: I usually earn a lot of money, except those miscellaneous fees, how come there is not much at the end of the year? Therefore, dealers must establish and improve their own financial management system, and monthly sales, profit and loss, assets and liabilities should be reflected in detailed data. Only in this way can we know how much we have earned, how much we have lost and what we need to do to reduce operating costs and turn losses into profits.

Factors affecting the development of dealers: responsibility, right and benefit

In the management mode of dealers, it is not difficult to find that the phenomenon of one person with multiple functions and one person with multiple functions is the most common. Unclear powers and responsibilities often lead to poor performance and mutual shirking.

In today's increasingly fierce market competition, we must first establish a marketing team with excellent quality, fully clarify everyone's responsibilities, rights and interests, and implement who sells and delivers goods to people; How to assess people who cross posts and have multiple jobs should be fully institutionalized.

In order to effectively mobilize the enthusiasm of sales staff, we can try to decentralize the market policy, give employees more room for market operation, and implement the linkage of regional market responsibilities and rights, so that they can really get rid of the mentality of migrant workers and manage the market from the perspective of operators, thus improving the cohesion and combat effectiveness of enterprises.

Factors affecting the development of dealers: cooperation with manufacturers' ideas

Manufacturers value sales and dealers value profits, which is the focus of contradictions between the two sides. Some dealers often disregard scale profits for petty profits, preferring to earn a few more dollars rather than small profits but quick turnover.

Manufacturers and merchants complement each other, and will not strip too much profit from dealers in order to expand sales, and will not kill the goose that lays the golden egg for sales. Why do manufacturers launch sales strategies such as monthly return and annual return? This is not only an incentive, but also to protect the profits of dealers and make the cooperative relationship between the two sides more harmonious.

Factors affecting the development of dealers: the relationship between upstream and downstream outlets

Dealers should always keep in mind the interests of retail customers and take care of and operate their downstream outlets as their own branches. Dealers can try to manage distribution outlets in the form of shares or franchises. No matter what kind of operation mode, as long as you have this sense of partner service, you can form a * * * interest body with the distribution outlets and avoid intrigue between dealers and distribution customers. Dealers should give maximum support to their powerful outlets in terms of manpower, material resources and resources. The benefits of outlets are good, and the profit points of dealers can be more.

Factors affecting the development of dealers: the power of alliance

A mature commercial wholesale market, in order to avoid the deterioration of competition, generally has a special committee to exchange information, exchange ideas, draw a blueprint for development, coordinate internal contradictions, and deal with emergencies at critical moments.

However, the dealers who represent a single brand have a weak competitive advantage in the market, so we should make full use of the collective strength. Cooperate with some partners without conflict of interest to form an inter-brand alliance, which can handle problems as a whole team. Such as unified negotiation, free delivery, promotion support, personnel management, etc. All projects match each other, help each other, support downstream distribution outlets, and fully gather resource advantages, which can generate greater deterrence and save resources.