How to attract business investment?

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How do enterprises do a good job in attracting investment?

Investment promotion is one of the key links in the marketing process of enterprises, and it is the only way for enterprises to push their products to the market. Any product that wants to go to the market must be delivered through network channels. And every point of this sales network is made up of the dealers of the enterprise. Where do dealers come from? This is the job of attracting investment.

Some people think that attracting investment is nothing more than looking for dealers to make money to purchase goods and distribute the products of enterprises. As long as enterprises have good products and distribution policies, are they afraid of not recruiting distributors? Actually, it's not. It seems simple to attract investment, but it is not easy to get money from other people's pockets. This requires not only good products, but also careful planning. Sometimes, a mistake in detail may lead to the loss of a group of customers. In recent years, due to more and more forms of attracting investment, many problems in attracting investment have also been exposed, and enterprises, especially some small and medium-sized enterprises, are facing difficulties in attracting investment. So, how can enterprises attract investment quickly and effectively? Usually, investment promotion can start from the following three aspects. Step 1: Determine the target investment group that suits you. After the new product goes on the market, it is necessary to determine the dealer target group suitable for you according to the market positioning, product characteristics and channel characteristics of the product. Enterprises should pay attention to the long-term development of enterprises and require dealers to have the ability to operate the market. It doesn't mean that you can become a distributor of an enterprise as long as you have money. Don't just use attracting investment as a means for enterprises to circle money. Attracting investment is a two-way choice, just like falling in love and asking two of a kind. If the enterprise is regarded as a man, then the dealer is a woman. The man should show his own strength and his own mate selection criteria, and the woman should also see if she can meet the man's requirements according to her own conditions. If the conditions are met, it is good for both sides. The conditions do not match, and it is a loss for both sides to put them together reluctantly. If the dealer is not selected properly, the dealer's operation ability will be insufficient in the future market operation, which will affect the normal operation of the market. Because the sales volume can't go up, dealers blindly seek support from manufacturers, and the support of manufacturers is often linked to sales volume, so they can't give too much support to dealers, which leads to the disconnection of cooperation and eventually leads to the "death" of dealers. The collapse of the dealer seems to be just the loss of the dealer, which has no impact on the enterprise, but it is not. Generally speaking, the number of dealers set up for a product to enter a region is limited, and the dumping of local dealers represents the loss of enterprises in the market in this region. It is not so easy for enterprises to re-enter the market. Although it is caused by personal reasons of dealers, it is unclear. Because people don't know the truth, they will lose confidence in the products, and it is difficult to develop new distributors. Therefore, for enterprises, the loss is not the dealers, but the entire regional market. Enterprises should be targeted in the choice of dealers when inviting investment, and don't pick mushrooms. Although everyone wants the more mushrooms in the basket, the better. However, they must learn to give up poisonous mushrooms. Otherwise, you may satisfy your desires at first, but you may end up hurting yourself. What is suitable is the best. Before inviting investment, enterprises must conduct full market research and analysis according to their actual needs, determine the range of dealers suitable for them, and conduct targeted and selective investment promotion. There are usually several ways for enterprises to determine the scope of dealers: 1. A competitor's dealer. Because competitors' dealers are familiar with the industry, products and market operation, enterprises can use their own advantages in this respect to quickly start the market. Because competitors' dealers are very familiar with the industry, it is not easy to turn competitors' dealers into their own. Enterprises can learn about it in two ways: 1) dealers with poor business conditions. This kind of dealer should determine whether the poor performance of the dealer is due to the insufficient support of the manufacturer or the poor management of the manufacturer itself, not its own reasons. Dealers have lost confidence in their competitors. We can persuade them to give up their competitors and become our distributors. 2) Dealers who are in good operating condition but dissatisfied with the manufacturers. This kind of dealers are in good operating condition, although they have good sales, but because the promises of competitors cannot be realized, the interests of dealers can not be guaranteed, and dealers are very dissatisfied with their competitors. We can persuade them to give up their competitors and become our distributors. 3) Dealers who are in good operating condition and satisfied with the manufacturers. This kind of dealer has high loyalty to competitors, but we can use the price difference with some competitors to persuade them to open another store, and we can repeatedly use the company's sales and after-sales service personnel to operate. Because the prices of the two products are different and the target consumers are different, it will not pose a threat to the original store, and it will kill two birds with one stone for the dealer. 2. Dealers of related products. Related products refer to products related to enterprise products or with similar distribution methods, such as health care products and medicines, food and beverages, solar energy and plumbing equipment, bicycles and motorcycles. Because the distribution of these products is related and the products operate in a similar way, it is often easier for dealers to get involved. This kind of dealer has certain sales experience, strong distribution awareness and certain economic strength, so it is relatively easy to find when we invite investment. They should be one of the key points for enterprises to attract investment. 3. Potential dealers with idle funds. These dealers have certain financial strength and investment desire, and can also become the target dealers of enterprises. Although they lack industry knowledge and product distribution experience, they often take things seriously because it is the first time they set foot in a new industry or do business for the first time. As long as you have a certain sense of distribution, after training and guidance from manufacturers, you can quickly grow into an excellent distributor. Step 2: How to find it? After the enterprise determines the target investment groups, the next thing to do is to find these people, do their ideological work and persuade them to sell our products. How can we find these people quickly, efficiently and at low cost? This requires enterprises to adopt different search methods according to different target groups. 1. Advertisements to attract investment. Advertising is a common way to attract investment. It mainly disseminates the investment information of enterprises through various advertising media, collects customer information by telephone, fax and letter, and guides people to distribute their products through further negotiation. This way of attracting investment is mainly suitable for enterprises with relatively few business personnel who need to develop the market quickly, or enterprises whose products have a certain popularity, are in the late stage of market development and have a relatively sound sales network. Competitors and distributors of related products have no intention of cooperation. If we want to further expand the market, we need to find potential dealers with idle funds, and business personnel can't find them. Only by advertising can we spread the information of attracting investment and dig out these potential dealers. The cost of advertising is high, so it is not suitable to put in a lot of advertising in the early stage of new product listing. Because people are often cautious when choosing investment projects, they lack confidence and interest in new products that lack brand awareness, so the effect of advertising investment is not very obvious. Often spent a lot of advertising fees, but also failed to recruit suitable dealers, resulting in a waste of resources. The advantage of advertising investment promotion is that it spreads widely and can find potential distributors that many business people can't find. Its disadvantages are high cost, low investment quality and poor pertinence. 2. Business people visit to attract investment. Visiting business personnel to attract investment is the most direct way to attract investment. Mainly after the enterprise determines the investment group, it visits and communicates with competitors and distributors of related products purposefully to convey the investment information of the enterprise and attract investment. This way of attracting investment is mainly suitable for the initial stage of new product listing and the stage of market development, and the strength of enterprises is relatively weak. For potential distributors who have no distribution experience, the late training and guidance of enterprises can't keep up, and the target investment groups of enterprises are mainly competitors and distributors of related products. Therefore, enterprises can arrange business personnel to visit the target investment groups in a targeted and rapid manner. The advantages of business people's door-to-door investment promotion are strong pertinence, high distribution ability and fast dealer speed, which can save a lot of advertising fees. Its disadvantage is that it is impossible to find potential dealers with idle funds, which requires higher quality of business personnel. Step 3: How to make them willing to do it? No matter what kind of investment promotion method, its ultimate goal is to spread investment promotion information to the target investment promotion group. Today, with investment information flying all over the sky, people's investment is becoming more and more rational. It doesn't mean that investment information can be disseminated, but there is still a lot of work to be done. How can we quickly and effectively reassure dealers to distribute the products of enterprises? We need to organize an investment promotion meeting through early personnel visits and preparations for advertising investment promotion. At the meeting, we should organize as many dealers as possible, so that they have a sense of urgency and realize that if you don't do it, someone will do it. At the investment promotion meeting, enterprises can make preparations from the following aspects. 1. Show the strength of the enterprise and let the dealers know the past of the enterprise. First of all, let the dealers know the development history of the enterprise. Dealers are strangers to enterprises, so dealers must have trust in enterprises if they want to distribute their products with confidence. How to make dealers trust our enterprises is far from enough, and convincing investment tools are needed. For example, the honor won by the enterprise, the media coverage of the enterprise and so on. 2. Establish a model market to let dealers see their future. In the process of attracting investment, it is far from enough for an enterprise to rely only on an investment advertisement and the lobbying of business personnel. We should let the dealers see the real thing. This requires enterprises to establish a model market, which should be strictly managed, and the construction of storefronts and the training of shopping guides should be standardized, so that model stores can become enterprise image stores. At the same time of the investment promotion meeting, you can take the dealers to visit the model shop, so that the dealers can feel that this is their future. 3. Make a long-term plan and let the dealers see the development prospects. At the meeting, enterprises should make long-term plans, describe the prospects and establish a long-term corporate image. Let dealers feel that this is an enterprise with great development potential, and there is great potential for cooperation with such enterprises. 4. Establish an operational business model so that dealers can distribute with confidence. Establish a workable and simple distribution model for dealers, and form a model from storefront decoration, product implantation, shopping guide training, management and promotion. This mode is simple and easy to operate. Dealers can make good profits as long as they follow this model. Usually, dealers are not worried about too much investment, but how to sell it after purchasing. The distribution model can make dealers feel that the enterprise is not to let dealers sell themselves, but to help them sell together, so that dealers can eliminate worries. 5. Facts speak louder than words, and dealers make their views clear. Please name the excellent dealers you have cooperated with, tell their experiences and business achievements in cooperation with enterprises, and explain the benefits brought by products with specific figures. Facts speak plainer than words. Through the explanation of the existing dealers, the doubts of the merchants about the products can be dispelled. I will do what others do. 6. Experts brainwash and eliminate the doubts of dealers. Invite industry experts to analyze the industry and products to enhance the credibility of products. The dealer came to the meeting with doubts. Enterprises can ask experts to answer questions at the investment promotion meeting. In the dealer's view, the expert's answer is much more credible than the enterprise's answer. As long as the dealer's doubts are eliminated, the cooperation will be basically completed. 7. Business personnel follow up and strike while the iron is hot. After the meeting, the dealers had enough knowledge about the enterprise and products, and their doubts were basically eliminated. But now most dealers are more rational and will not reach an agreement at that time because of a temporary fever. This requires business personnel to follow up in time, visit many times in the shortest time, make use of the waste heat of the China Merchants Association, strike while the iron is hot, and strive to reach cooperation. In a word, the investment promotion of enterprises should be targeted, and they should not blindly dream of catching all the fish in the river. Choose a dealer that suits you, cooperate sincerely, and keep your promise after the investment promotion meeting. Only in this way can we achieve a virtuous circle and ensure the orderly progress of investment promotion in the later period.