Guohanyao: 11 Criticism of dealers

The Distributor is the enterprise market channel and the terminal construction, is the Enterprise channel path and the product Terminal Sale Strategic partner, the enterprise and the dealer are interdependent close relations. An excellent professional dealer team, will effectively implement marketing strategy planning, promote rapid development of enterprises, on the contrary will make enterprises stop, this requires enterprises not only to carefully select and develop distributors, but also to strengthen the existing Dealer team management and training, to create an excellent professional, the intention to operate a new dealer team, Actual combat send the terminal marketing management expert Guohanyao teacher according to in recent years to the brand enterprise dealer to do marketing theory training experience, will the dealer specific management affairs question to list and carries on the critique:

The first criticism: dealers think that the brand is not related to the business, is the headquarters of the factory things

In the serious assimilation of products, the fierce competition today, most of the customer's purchase stems from his recognition of the brand, dealers in the sharing of the benefits of the brand at the same time, can not only push the brand building to the headquarters manufacturers, but also actively participate in the brand building, because the brand building is very important part of the terminal display, sales, after-sales service, etc. Products and services are good or bad customers from the purchase to the use of the actual identity, Enterprise's brand culture runs through many links in products and services, it is the result of the joint construction of the enterprise and the terminal store, to make the brand have higher approval degree, the dealer must participate in the brand construction, in order to share the brand effect better.

The second criticism: dealers refused to put ads for the brand, short-term behavior serious

Distributor is located in the forefront of product sales, is often the biggest beneficiary of brand profits, intelligent dealers should be good at promoting the brand, create the best sales atmosphere to play the brand strength, attract more customers, to achieve greater sales, thereby occupying a greater market share in the region, Dealers such input can be expressed as: spare no effort to conscientiously implement the headquarters of the advertising strategy deployment, with good every advertising fee, each advertising poster, timely input advertising in the terminal propaganda brand, to seize the market. And some dealers do not want to put ads for the brand, only to enter, or even goose, short-term behavior serious.

Third criticism: Dealers wait, only know tradesman, not marketing, do not know how to go out to expand customer resources

"The wine is not afraid of the alley deep" the era has long passed, product assimilation, diversification, and competitive market demand for sophisticated terminal sales, infiltration, dealers only go out and actively promote and guide, get to know more contacts, so that more people understand your shop, products, services, in order to achieve better sales. Network is the money pulse, the increasing network resources will effectively promote sales. The peddler is more effective than the tradesman, as the dealer cannot wait for a while, only knows the reward, but must learn to go out, expands more customer resources.

Fourth criticism: Dealers will be brand headquarters manufacturers stipulated special products when the genuine sale, profiteering, affect the brand

Enterprises to provide special selling products are part of the marketing war, it according to the characteristics of special selling products (such as different quality, inventory, past-season goods, new products, etc.) through the sale of sales to complete the enterprise's strategic objectives: such as market research, new product development, timely clearance and so on. In this event, the dealer is the company's eyes and hands, bear the main role of market feedback, the sale of special products when the authentic sell, this kind of love to take advantage of the practice will directly affect the strategic purpose of the sale of enterprises can not be completed, and finally will damage the interests of the dealers themselves, this is like a "three-edged sword", at the same time The immediate interests of consumers. As a distributor to fully according to the brand manufacturer's deployment, special products must be sold on special, do not seek short-term profits, affect the reputation of the brand.

Fifth criticism: Dealers do not participate in corporate promotional activities, only the pursuit of high value-added product profits

Enterprise design of the national unified promotional activities with important marketing strategic objectives, is a full market research and development of activities, the purpose is to promote their own brand, the fight against competition brands, create sales highlights, create a nationwide sales atmosphere, thus driving the rapid promotion of corporate brand and the national promotion of products, Only with the active and unanimous participation of all distributors can a wave of enthusiasm be formed to achieve the desired strategic goal. At the same time, the promotion is also the regional distributor active consumer purchase actively. Attract and add new customers, to achieve the important means of expanding sales, dealers participate in the national unified promotional activities, not only jointly promote the brand growth and promotion, but also in the region to implement effective brand expansion, thereby promoting terminal sales.

Sixth criticism: Dealers high-priced sales of products, the pursuit of high value-added units of product profits, ignoring the scale effect, can not be a total win, not the pursuit of social benefits of the value chain win

The dealer who made this mistake was first not aware of the scale effect of product marketing, only in the well to see the sky, to win the temporary small money, but lost the precious integrity, in product sales, the most concerned is the price, the market for the unified guided by the market is a precise analysis of the formation of the scientific rationality, Enterprise requirements is the terminal, price unification, is to form a unified price, service-consistent brand product scale effect. At the same time, in today's information speed transmission network era, raise prices can only win today, lost tomorrow. Secondly, a good brand should have a strong social win, the pursuit of enterprises, businesses, consumers of the three-party, to create a harmonious social supply and demand environment, the realization of the brand's social value is also business responsibility and obligations.

Seventh criticism: Dealers small rich is Ann, do not think enterprising, affect the brand and products in the local market share

"Learning is like rowing against the tide," and doing business also: those who are easy to meet are extremely wrong and dangerous. In today's competitive era, do not run to die, run slow also be eliminated, dealers do not think enterprising, not only affect the brand and products in the local market share, more likely to be competitive business catch up, Occupy your original market. So as a dealer to dare to big, dare to dare to be able to grow with the brand together, the reign of one side.

Eighth criticism: Dealers and brand headquarters manufacturers not enough coordination, terminal image display is insufficient, can not be based on the meaning of the headquarters to strengthen the image of the terminal to present

Terminal image display is to attract customers, realize the important content of sales. The good display not only can appeal the brand image vigorously, but also can impress the passers-by, arouse the concern, can guide the consumption, promote the sale. Brand stores of the terminal image of the normal enterprises are carefully designed: consider a comprehensive, beautifully designed, display reasonable, with a strong brand culture and charisma, and the requirements of all stores are the same, so that the brand is highly consistent unity and recognition, only to strengthen the image of the terminal store to show, to be consistent with the corporate brand propaganda, Let customers see signs and display of brand, directly promote sales.

Nineth criticism: The Distributor after-sales service does not pay attention to save after-sales service costs, behavior can not increase the long-term customer repeat purchase

After-sales service is an important part of product marketing, is an important part of brand building, good products + good after-sales service = good brand customer identity, satisfaction rate and repeat purchase rate of 100% from good after-sales service. Therefore, dealers should do a good job of product after-sales service to drive more old customers to buy, to promote faster development of terminals. Disregard after-sales service, surface is to save the cost, its essence is the rapid loss of customers, "Houge, bad news spread thousands of miles" quickly spread across the market, resulting in sales work can not be carried out.

Tenth criticism: Dealer Brand peak season do not Tun goods, do not understand the "volume can be rotated" order insufficient, peak season replenishment can not be, affect sales performance

New dealers and veteran dealers are apt to make such a mistake, the former is inexperienced, do not dare to order fully, the latter is commonly used for its resource advantages, to the need to replenish goods. The results of these two not only make their own rush, but also to disrupt business plans, overwhelmed, and ultimately no goods available, affecting both sides of the sales performance, greatly damaging the dealer's own interests and image. Therefore, the peak season sales, to fully do the demand market research, adequate stock, the peak season sales do a good job. Only the goods can rotate, the order is not enough lead to break goods, the goods are tantamount to suicide, in the futures era, the timeliness of replenishment is increasingly not guaranteed. Therefore, the peak season of goods, to order the full goods is to promote the important protection of sales.

11th criticism: Dealer stores are not a single brand monopoly, but also sell other brands other products, trickery, affecting the image of the headquarters

This approach is the most undesirable, brand monopoly appear other brand products, to the customer's first feeling is that this shop is not normal, may all the goods are "parallel imports", not only caused the terminal is questioned, can not be benign to carry out sales, but also affect the headquarters brand monopoly image. The so-called name is also not right, say also not smooth, trickery, finally move stone to hit own foot.

There are many reasons why dealers make these mistakes, such as: Cultural vision, sales knowledge, regional conditions and so on. But all the dealers are trying to make more money, how to teach them to put the positive point of view, only better development to win a bigger market, is a brand enterprise must do important things, not born will, and not to learn on the outstanding, brand enterprises to have excellent with the times of the new Dealer Team, in providing comprehensive, perfect, Full of technology, funds at the same time, more attention and dealer communication and training, training is the fastest idea of unified weapons, brand headquarters only to strengthen the dealer training, to create a dedicated, professional, intentions of the dealer team, win the world.