How to attract investment quickly and effectively

First, what is investment promotion? Enterprises need investment promotion, and marketing enterprises also need investment promotion. 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 built by the franchisees of the enterprise. So, where do franchisees come from? This is the job of attracting investment. Investment promotion is nothing more than finding franchisees, allowing them to purchase goods and join the products of enterprises. As long as enterprises have good products and franchise policies, are they afraid of not recruiting franchisees? 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. Second, what is a franchisee? Franchisee refers to the party who accepts the brand and technical guidance of the headquarters under the franchise chain mode. At present, China's franchise chain industry is divided into tight type and loose type, and the corresponding responsibilities are also different. 1, compact (such as McDonald's): This is the way for large foreign franchise chain companies to join. The main features are: strictly copy the business model stipulated by the headquarters, including layout, production standards, sales, procurement, organization, service and training. Franchisees can enjoy all the successful resources of the headquarters by paying a certain proportion of management fees and joining fees, and the headquarters is perfectly copied to ensure the profits of franchisees. As for the legal liability, it depends on how the contract signed by both parties is stipulated. 2. Loose type (like the bean curd fragrance of Shanghai Hailong Peak): it is used in most food, automobile, medicine and service industries in China, which is suitable for China's national conditions. The head office has a set of successful operation plans that have been repeatedly verified and proved to be successful, and invites investment to join us. Seriously provide a business plan, do a good job of telephone feedback, follow-up service, and give franchisees the right to use their brands. Legally speaking, the business subject of this franchise is the franchisee himself. The difference between franchise stores and direct stores is that franchise stores and direct stores are two ways of chain operation. Chain operation can effectively integrate market resources. These resources include: management, market, brand, cost and service. Direct stores are generally fully invested by franchisees. Franchise stores are generally joint ventures between the two parties. Direct stores have a close relationship with headquarters. The relationship between franchise stores and headquarters is relatively loose. Direct store employees are generally listed in the headquarters sequence. Joining employees are generally not included in the headquarters sequence. Direct stores are generally equivalent to flagship stores, and franchise stores are generally equivalent to head stores. The difference between a branch company and a subsidiary company is generally the agency of the head office, and it is not independently responsible. Subsidiaries are generally derivatives of the head office. Including the supporting investment in the main business (different business projects) and the derivative products of the main business (different business areas). Subsidiaries are generally responsible independently. In principle, different companies based on head office investors cannot be regarded as branches or subsidiaries. Only other companies with the head office as the investor can be regarded as branches or subsidiaries. Branches or subsidiaries are usually wholly owned. Third, the enterprise? 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. (1) Determine the target investment group that suits you. After the new product goes on the market, you should determine the franchisee target group that suits 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 franchisees to have the ability to operate the market. It doesn't mean that you can become a franchisee as long as you have money. Don't just treat 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 enterprises are regarded as men, then franchisees are women. 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 franchisee is not selected properly, the normal operation of the market will be affected by the lack of franchisee's operating ability in the future market operation. Because the sales volume can't go up, franchisees 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 franchisees, which leads to the disconnection of cooperation and eventually leads to the "death" of franchisees. The franchisee fell, which seems to be only the loss of the franchisee, and has no impact on the enterprise, but it is not. Generally speaking, the number of franchisees established when a product enters a region is limited, and the dumping of local franchisees 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 the franchisee's personal reasons, but it is not clear. Because people don't know the truth, they will lose confidence in their products and it is difficult to develop new franchisees. Therefore, for enterprises, what is lost is not franchisees, but the whole regional market. Enterprises should be targeted in the choice of franchisees when inviting investment, rather than picking mushrooms. Although everyone wants the more mushrooms in the basket, the better. However, we must learn to quit poisonous mushrooms. Otherwise, you may satisfy your desires at first, but you may end up hurting yourself. What is suitable is the best. Enterprises must combine their actual needs, do a good job in market research and analysis, determine the scope of franchisees suitable for them, and conduct targeted and selective investment promotion. There are usually several ways for enterprises to determine the scope of franchisees: 1. Competitor franchisees. Because competitors' franchisees 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 are familiar with the industry after joining, it is not easy to turn competitors' franchisees into their own franchisees. Enterprises can learn about it in two ways: 1) franchisees with poor business conditions. This kind of franchisee should determine whether it is due to insufficient support from the manufacturers or poor management of the manufacturers themselves, which leads to poor performance of the franchisees, not the franchisees themselves. Franchisees have lost confidence in their competitors. We can persuade them to give up their competitors and become our franchisees. 2) Franchisees who are in good operating condition but dissatisfied with the manufacturers. This kind of franchisee is in good operating condition, although it has good sales, but because the promises of competitors can not be realized, the interests of franchisees can not be guaranteed, and franchisees are very dissatisfied with their competitors. We can persuade them to give up their competitors and become our franchisees. 3) Franchisees with good operating conditions and satisfactory manufacturers. Such franchisees have high loyalty to their 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, which is a good thing for franchisees. 2. Franchisees 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, franchisees are often more likely to get involved. This kind of franchisees have certain sales experience, strong distribution awareness and certain economic strength, so it is easy to find when we invite investment. They should be one of the key points for enterprises to attract investment. 3. Potential franchisees with idle funds. These franchisees have certain financial strength and investment desire, and can also become the target franchisees 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 the training and guidance of manufacturers, you can quickly grow into an excellent franchisee. (2) How to find franchisees After determining their 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 franchisees of related products have no intention of cooperation. If we want to further expand the market, we need to find potential franchisees with idle funds, and these franchisees cannot be found through business personnel. Only by advertising can we spread the investment information and dig out these potential franchisees. The cost of advertising is high, so it is not suitable to put in a large number of investment advertisements for investment promotion at the initial 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 franchisees, resulting in a waste of resources. The advantage of advertising investment promotion is that it spreads widely and can find potential franchisees 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 franchisees of related products purposefully to convey the investment information of the enterprise and attract investment. This investment promotion method is mainly suitable for the initial stage of new product listing and market development, and the strength of the enterprise is relatively weak. For potential franchisees who have no experience in distribution, the late training and guidance of enterprises can't keep up, and the target investment groups of enterprises are mainly franchisees of competitors and franchisees 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 franchisee speed, which can save a lot of advertising fees. Its disadvantage is that it is impossible to find potential franchisees with idle funds, which requires higher quality of business personnel. (3) How to make franchisees willing to do any kind of investment promotion, the ultimate goal is to spread the 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 make franchisees feel at ease in distributing 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 franchisees as possible to give franchisees a sense of urgency and make them 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 franchisees know the past of the enterprise. First of all, let franchisees know the development history of the enterprise. Franchisees are strangers to enterprises. If franchisees want to be assured of distributing the products of enterprises, they must have trust in enterprises. How to make franchisees trust our enterprises, it is not enough to rely on enterprises alone, but to have convincing investment tools. Such as the honors won by enterprises, media reports on enterprises, etc. 2. Establish a model market so that franchisees can 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 franchisees see the actual things. 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 franchisees to visit the model shop, so that franchisees can feel that this is their future from the model shop. 3. Make a long-term plan and let franchisees see the development prospects. At the meeting, enterprises should make long-term plans, describe the prospects and establish a long-term corporate image. Let franchisees feel that this is an enterprise with great development potential, and cooperation with such enterprises is promising. 4. Establish an operational business model, so that franchisees can deliver with confidence. Establish a workable and simple distribution model for franchisees, and form a model from store decoration, product implantation, shopping guide training, management and promotion. This mode is simple and easy to operate. As long as franchisees operate according to this model, they can have good income. Usually, franchisees are not worried about too much investment, but how to sell after purchasing. The distribution model can make franchisees feel that the enterprise is not letting franchisees sell themselves, but helping franchisees to sell together, so that franchisees can eliminate worries. 5. Facts speak louder than words. Please tell the franchisees you have worked with. Please name the excellent franchisees 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 existing franchisees, franchisees' doubts about products can be dispelled. I will do what others do. 6. Experts brainwash and eliminate the doubts of franchisees. Invite industry experts to analyze the industry and products to enhance the credibility of products. The franchisee came to the meeting with doubts. Enterprises can ask experts to answer questions at the investment promotion meeting. In franchisee's view, the expert's answer is much more credible than the enterprise's answer. As long as the franchisee's doubts are lifted, the cooperation will be basically completed. 7. Business personnel follow up and strike while the iron is hot. After the meeting, franchisees had enough knowledge about the enterprises and products, and their doubts were basically eliminated. However, most of the franchisees now are rational and will not reach an agreement at that time because of a temporary enthusiasm. 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. Four. To sum up, investment promotion and joining are inseparable. Enterprises and investment promotion should be targeted, and we should not blindly dream of catching all the river fish. Choose a franchisee 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.