Distributor for a manufacturer to market, improve the sales and cycle one of the key links, and even the manufacturers of non-Direct business also played a decisive role in the success or failure. But with the development of modern information communication, the product of the rich, for the win in the competition, increased competition for manufacturers to dealers, often resulting in the dealer business in the "change of heart" or move against; retail formats have also forced changes in distribution business change. How to hold the dealer's "heart" has become the focus of manufacturers marketing management. Here is my dealer management experience in some of the ideas and hope to the industry peers have a reference and guide.
First, dealers why change of heart?
Dealers can provide funding for the factory platform, storage platform, logistics platform, and consumer products sectors of the network platform, dealers why do these things, is because it can definitely stand to benefit from access. When the dealer can not normally get, its survival is threatened, or want to live a better time, choose to cooperate marriage breakdown, change of heart occurs Huan another novelty. Dealers change of heart about the factors that are several aspects:
1, "feeling" of factors:
Products distributor in the business process, products and manufacturers will have certain feelings, but often in cooperation due to:
Attitude problems, such as manufacturers do not write off the cost in time;
Factory quality of service issues, such as a discount cost of verification is not accurate, not promises, poor logistics market, stock-out occurs;
Manufacturers changing commodity market issues such as mismanagement of the occurrence;
Product quality problems caused by factory dealers up and down busy RBI;
Inadequate personnel management manufacturers dealer resulting resentment against operations personnel;
Manufacturers to communicate the feelings of the poor dealer dealers caused a misunderstanding;
So these are likely to cause emotional harm to the dealer, a dealer changeling factors.
2, "name" of factors:
Chinese are big concerns, pay attention to both fame and fortune, dealers of the requirements were mainly the following aspects:
Distribution of the product is selling products?
Consumer products and corporate brand awareness, recognition and loyalty, how?
Dealer's position in the region how?
Dealers hope that the former two are relying on the reputation of the regional market manufacturers get some recognition, which is the dealers want the eyes of manufacturers subject to certain attention.
"Name" of the problems often become distributors fuse psychological harm. Once close friends, peers or defame its distribution of products to how bad, dealer reputation was damaged, it can lead to dealers willing to continue cooperation.
3, "interest" factor:
Dealer's "mercenary" is within the approved line. The economic base determines the superstructure, distributors distribute products to the ultimate goal is profit. So dealer profits from continued cooperation in determining whether the dealer a key factor. Understand the factors that we should first understand the source of profit for dealers. Source of profit for distributors include: product spreads, monthly rebates, quarterly rebates, annual rebates, market development incentives, the market to maintain incentives, dealers purchase discount incentive, payment incentives, subsidies and other costs of freight subsidies. The most important source of product spread, depending on the product sales generated by the process of the unit profit margins and sales. Once the manufacturers of the products are not viable, not accepted by consumers, it is difficult to increase sales; products are not premium capacity, no price manipulation by dealers, distributors, no margin, it is impossible to operate enthusiasm. Dealers lower overall profits, it is difficult to maintain their existence or associated products than lucrative, the dealer's change of heart would be difficult to avoid.
4, "fate" factors:
With the end of the chain and large-scale development of manufacturers to control the commanding heights of market competition, often to Direct. Distributors and manufacturers in the end caught between the survival of many dealers on the development of the fate of more than a lot of hesitation and reflection, perhaps even to change jobs to do other business, this time the availability of factory dealer's commitment to stability has become resort. At this time, if the manufacturer can not give dealers some room for development, can not give certain regional protection, channel protection commitments, no doubt to push their competitors. This is impossible to prevent the change of heart.
To enhance business competitiveness, dealers will also regularly conduct their business a certain product structure adjustment, and eliminated a number of profitable products that fail to meet requirements.
Second, how to hold the dealer's "heart"?
We analyzed the above dealer changeling reasons, we can see the heart to hold the dealer, but not a question of marketing operations, some of the content related to the company's operating philosophy and marketing strategy level. Here I am still from the "Love", "name", "profit", "life" to talk about how the four point hitch dealer's "heart":
1, "Love"
Customers are mainly distributors to maintain the situation, we not only make the distributor can identify the company's business culture and intentions, but also to stimulate their enthusiasm for our products business.
(1) management of human touch of their gratitude: depends on human effort, something must also be man-made, manufacturers on dealers to provide after-sales service of goods and are to be completed by staff. Companies require employees to achieve the company's services spending bit more, if can be to communicate the feelings of humanity, such as family holidays dealers to send some gifts birthday gifts, seemingly meager spending in return for a dealer gratitude. This dealer also with gratitude to the market operations.
(2) good service feeling excited the business: very few people now say marketing is selling products, and modern marketing is to win the overall output of goods and services. Business products distributor in the course of its operational capacity problems often encountered in the market can not solve the problem, this time should this advice to manufacturers to provide material resources, manpower or financial support, more importantly, to provide problem-solving strategies and ways to help dealers in the original had not done. Only in this way good service, continue to inspire dealers to actively cooperate with manufacturers to complete the listing of new products, new channels of network development and construction of a new competition means fine manipulation. Manufacturers to dealers to keep the performance of energy, dealers are also continuously made new achievements in order to service continue to promote the entrepreneurial passion dealer. The more prosperous over time, so that dealers will always follow the manufacturers to go.
(3) confidence in the performance of moving their compassion: market operation is not smooth sailing, in the face of setbacks, the first manufacturer can not have never led a sad, should immediately order a good development ideas, even impossible, it must first and dealers discuss the feasibility of the implementation strategy, to make their understanding of why the payment did not appear manufacturers in place, the lack of services, such as the reasons for decline in market performance. Products distributor in operation for some time, there is always a certain feeling-based, is a friend of the situation (if in place to do business if staff), even if the dealer will help at this critical time to lend a helping hand. Here, the weakness does not mean that niggling, manufacturers must bear in mind, the problem can not solve on their own behalf can not be resolved, otherwise the dealer will lose hope for continued cooperation.
2, "name"
There is no failure of the hero, distributors are relatively active as a commercial activity in a group, sometimes the loss of dignity and reputation equal to the local loss of credibility will be lost many partners; same companies do not want to defeat discredited. Since they have been collaborating, it should be thick and thin, win-win situation can be sustained. Win-win situation, not only in the interest on, the brand concerned, including the loss of all wing all business reputation. To the "name" to hold the dealer's heart is to the interests of enterprises and dealers closely tied to its willingness to share. This will require manufacturers to:
(1) recognize the ideological interests of dealers and sometimes higher than the interests of manufacturers;
(2) the behavior of publicity of their products and do not forget distributors, such as in the regional market for advertising time, by the way with "products from the XX dealer distribution", the surface is the propaganda of the dealers, the actual distribution is operators and manufacturers to put the situation the same fate;
(3) the distribution of benefits to the distributors do not forget also divided on the share;
(4) in education so that manufacturers products distributors have failed operation is the failure of their own sense of honor.
In this way, how many dealers will ignore, and their business reputation, was going to let the manufacturers? To be thought good, only struggling to do the market.
3, "Lee"
Dealer's profit is the fundamental demand, but to dealers, "reaping without sowing" profit is to help its change of heart, only help to live through product sales to dealers for their own interests only proper course. This requires enterprises to strengthen their practice in order to maintain its charm in the eyes of distributors, including:
(1) enhance the vitality products: product strength is the degree of consumer acceptance of products, including product brand, quality, taste, packaging, corporate sales behavior of the factors affecting consumer acceptance of products. Business only through continuous improvement in order to enhance product viability, which is the product to consumer acceptance of the premise. Dealers selling products to treat never refused because he can profit. Therefore, enterprises have a good product, just as her husband money, and how much money the wife will love the money but refused to divorce?
(2) the realization of the value of the interests of dealers: sales of products to have, but the dealers only do porters will be a lack of long-term passion, so manufacturers must make products of premium capacity. Products in the sales process, so that dealers can clearly calculate how much money do products earn. Only reasonable to promote the interests of different dealers were willing to Distribution Issues and the refinement of the market operation, which requires manufacturers of products carefully to determine the price system, and in practice supervision and management.
(3) add a new profit growth point: Innovation is the life, manufacturers can only lead to innovation in the market to ensure that the "left who is King" and the "winner for the respect," the dealer to maintain the minds of the same The charm, manufacturers also need to constantly create new profit growth point, to encourage dealers more points of interest. If manufacturers continue to introduce new packaging, new flavors, new product features, and constantly develop new sales channels, marketing strategies and changing modes, will bring new profits to the dealer growth. To maintain the development of dynamic, continually refreshing input dealers to attract dealers single-mindedness.
4, "fate"
Dealers will consider the development of their own destiny, manufacturers also need to consider how cooperation and distributors, how to keep dealers off their own PK and getting more died, manufacturers will need to do master distributors of development "fate", a clear understanding of the status of the product distributor mind:
(1) strengthen the self, pulse distributor of "life": If the "bombers" model to simulate the dealer's business model and profit model, we will first determine the distributors of their products in the product structure in place: Yes in the nose can become a weapon dealer to open up markets and bring in huge profits? Is in a wing position, dealers as profitable products or competitive products, add their own product mix, but the product does not operate as a subject? Is in a body position, how much dealers can not for profit, but the volume of sales and to ensure their position in the industry, or as to attract popular products drive sales of other products? Or at the tail position, dealers to maintain the product only to earn profit margins selling their own channel, or preparing for their elimination? Understand their own products in the product structure in the location of distributors, manufacturers must strive to avoid the product at the location of the tail, by means other than those mentioned above, normal operating conditions must be strengthened on the distributors to track, pay close attention to their products in the market performance and profitability and sales of all products distributor position change. With progress, we must help the dealers with the opportunity to conduct business analysis to be this clear and constantly improve their products to take the eyes of the dealer's location, to attract their attention to the rate of natural in the course of business, dealers would give great support. Only in this way pulse distributor of "life" in order to grasp their own destiny, with a targeted strategy to enhance the power distributor can not be abandoned.
(2) with the tide, to change the distributor of "life": the terminal threshold increase and manufacturers directly managed the development trend, which manufacturers should not hide dealer, can not do when the dealer agreed to disagree on whether to force to take over things. If you do, very easily lead to acts of reprisal dealers: in the market when the transfer of obstacles, changing commodity products and the use stock price to drop disturb the market order, to accept unfair competition and other competitive products. Some dealers in the factory just showing signs of the ideas and the time may well have chosen a competitive direct factory or simply start a competitive product manufacturers. To prevent distributors such "change of heart," manufacturers as at the right time on the factory's development planning and the development of the overall intent and distributors of some, may be part of the channel of dealers and customers turn to the manufacturers, nor not good, and good dispersion, or after the transfer in the market to become a powerful complement market operations, such as making part of the channel or distribution. Of course, if we can help dealers develop some changes, but also can do long-term friend.
(3) monopoly channel, master distributor of the "life": mostly exclusive monopoly franchise and other forms, many big power companies do to ensure that dealers follow their footsteps away. Because the manufacturers have enough strength, you do not want to do distribution, well, on their own to find other ways to make money right. As Procter & Gamble, for enterprise development to a certain extent, the marketing behavior has become a logistics and services marketing, will ask the dealer for exclusive.
All in all, to hold the dealer's heart, and manufacturers to enable them to jointly fight the market, asking the manufacturer to be King Kong turn, in order to allow dealers in the "feeling", "name", "profit" and "life" to a certain extent satisfaction, as a man to do "to stay with the house, go have a car took to the streets with the tickets, home annual subscription fee child," so that women do not want to love you is not easy, how to change of heart?
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