The method of "differentiated marketing" implemented by distributors

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Distributor as a link in the marketing channel, the main function is a "transferee" role, such as the manufacturers of products and marketing policies to the next level of network, and the next level of network needs and opinions passed to the manufacturers. In this process of transmission, due to the constraints of various factors, dealers are likely to degenerate into a "warehouse", only to transfer the role of inventory, and thus by the manufacturers and the next level of network complaints and contempt. However, dealers to play a positive role, but not easy, because the products by manufacturers, prices by the manufacturers unified formulation, marketing policy by the manufacturers hard to implement, how can dealers play their due function?

Marketing on the 4P "products" and "price" two elements, has been firmly controlled by manufacturers, dealers can do, but also from the "advertising", "promotional" "PR" and so on several aspects to make a fuss. Therefore, dealers to reverse the passive situation, must have their own marketing ideas and methods, but also should have their own excellent marketing team, which constitute their own unique marketing "brain" and "hands and feet" to achieve business breakthrough.

First, the establishment of their own marketing "brain."

In other words, the distributor should have their own marketing planning team, this may be the distributor himself, perhaps the region's marketing master, perhaps the collective wisdom of their employees, but in any case, dealers can not lie in the manufacturer's marketing policy "happy-go-AM".

One reason: The marketing policy of the factory is aimed at its whole market, cannot realize the differentiation of the specific market.

The second reason: the dealer's own regional market situation is also very different, but not "to one enemy million", the delusion that "a recruit to set the world" will be defeated.

Three reasons: "Kaoshanchishan", will make dealers in the factory and the next level of network loss of advantage, very likely to become chicken and abandoned.

Dealers should be passive and other manufacturers of the policy and the next level of network requirements and actively formulate regional marketing policies, initiative for the next level of network, the initiative for the next level of network to solve their marketing difficulties and problems, the initiative to the manufacturers feedback information and requirements to implement different market policies. These work, all need to have their own marketing "brain", so as to establish a strategic level of "differentiation" for tactical differentiation to lay a good foundation.

Second, to shape their own flexible marketing "hands and feet."

Admittedly, there are many dealers have strong marketing team, but also can not be overlooked is that most of the dealers lack of an excellent stable marketing team!

First, the quality of marketing personnel generally low, can not fully implement the correct marketing policy.

Second, marketing personnel's market development or maintenance methods near the original sales methods, very not adapt to modern market changes and needs.

Third, the distributor of marketing personnel management is also a mere formality or lack of scientific means, most of the family-style management methods.

Four, the mobility of the marketing staff is great, resulting in the dealer and marketing personnel dual preparedness mentality, not conducive to the cooperation and development of both sides.

Therefore, to have their own flexible "hands and feet", on the one hand, dealers should strengthen the marketing staff "nutrition", including marketing knowledge, methods and skills, but also include basic cultural and moral cultivation, on the other hand, from the economic interests, development space, work environment and so on to create a good atmosphere, To attract and consolidate the cohesion of the marketing staff.

When the dealer has a strong marketing "brain", but also has a flexible marketing "hands and feet", they should be in the distribution area to achieve marketing "differentiation", become the region's real marketing master.

Third, the implementation of "differentiated marketing."

The so-called "differentiated marketing" is simply to think that others do not think or dare not think of the method, do others did not do things, get others can not get the harvest. But "differentiation" is not a figment of the imagination, nor is it unrealistic, nor is it a "power" acquired by some illegal means.

1, "differentiation" to adapt to local conditions.

In fact, there are many innovative marketing methods are not entirely created, but to learn from other markets or other industries, many dealers are also keen to the brotherly region or more developed market "inspection." However, no matter from which aspect of "experience" or "method" should be consistent with their own market needs, in line with their own positioning. Otherwise, it is very likely to cause the consequences of the acclimatized.

Telemarketing-A growing number of companies (including manufacturers and distributors) are using this marketing approach. It has the advantages of low cost, wide coverage and direct effect.

However, distributors should make reasonable use of telemarketing means, must not "wide net" and do not know where the target customers. Otherwise, not only can not achieve the goal of cost-saving, but waste resources, resulting in "beyond the income" of the adverse consequences.

The key to the success of telemarketing is two aspects: one is to reasonably locate the target customers, so as to take effective information collection means and reasonable marketing behavior. Only know who is their own customers in order to achieve the telephone marketing of "concentrated fire attack" effect. The second is to optimize the telephone marketing team, cultivate their "all-conquering, Grams win" spirit and success rate. Of course, for other such as DM design, printing, sending, delivery and payment methods should also be considered in order to create a successful marketing behavior from the comprehensive and detailed.

Key Customer Marketing-Marketing has a well-known "two. Eight law", we can understand that: 80% of sales (or profit) from 20% of the customers. Then, as long as we effectively seize the 20% of customers, we can get unexpected benefits.

Therefore, dealers should also grasp such a marketing of the "Golden Law", through the excavation of the potential of key customers, reasonable training and nurturing, realize the common growth of value. Distributors of the key customers can generally be divided into two categories, a class is the next level of marketing network inside the prominent outlets, the second category is the group sales this piece. In particular, the group sales of this piece, if the dealer has the corresponding social relations and operating means, it can give dealers more than the usual sales of more than a few times the profit, but also save time and energy saving worry. It can be said that the group sales is a significant point of profit of distributors, only Youyongyoumou have the potential.

Reengineering Channel Marketing-redesigning and creating marketing channels to gain greater control and benefits. Dealers often in the traditional channels in the fight, struggle, endure all aspects of the suffering and "pain" and "happy", as if Silkworm Chrysalis, bound heavily. When can "the pupa as a butterfly"? reengineering Channel Marketing can help dealers break through the original "barriers" to achieve business breakthrough. For example, the abolition of middlemen, the direct operation of the terminal, such as distribution channels and direct channels of marriage, such as "Vitalize", the use of "guerrilla warfare" to each other ...

Distributors in the use of recycling channel marketing, must be rigorous investigation, not only to demonstrate the feasibility of new channel mode, but also to prevent the original channel of the defection, and to find the right time to make a reasonable transition to avoid "to arouse suspicion."

In short, the Distributor to implement "differentiated marketing", there are a lot of means, but also a variety of marketing means to combine to use the most effective most direct and most successful way to achieve the most effective and successful goal, this is the implementation of "differentiated marketing" the original intention and the fundamental purpose. Therefore, dealers want to "know" and "confidant", know what they need, so that reasonable grafting or create new marketing methods, means.

2, reasonable use of factory resources.

Manufacturers not only provide products, limit prices, it has many can be "borrowed" personnel, goods and information, this is the distributor to achieve "differentiated marketing" the most important resource support points. Of course, in general, dealers and manufacturers in the cooperation will be discussed above these "support" or "operation" aspects of the conditions. But sometimes manufacturers are not so active, or sometimes not so active, then, dealers should take into account all aspects of the situation, in order to obtain the manufacturers for their own maximum "support."

3, the effective use of various marketing means to achieve "differentiated marketing."

There are many new "nouns" in marketing, they are not only theoretical knowledge, but also can get the use of the sharp "weapon" practice. Conference Marketing-----------------------------------a marketing method commonly used in health care For example, there are various kinds of meetings, such as investment meeting, product demonstration, customer fraternity and so on.

Distributors in the use of conference marketing This means, first of all, should be careful to choose the appropriate meeting time and place, and then identify a new topic to attract the attention of the target customers. On this basis, through a certain means of advertising and marketing personnel prior contact to absorb the controllable range of target customers to participate. Then in a complete conference marketing program under the guidance of reasonable training and arrangement of personnel, layout venues, reception customers, hold meetings. Through the "premeditated" momentum and "heart", impress the hearts of target customers, so as to effectively achieve the purpose of the distributor.

News Marketing--------------This is a marketing tool used by many enterprises. Through the manufacture of "reasonable" and "novel" News selling point, to attract the attention of the media and the public, and then in the effective control of enterprises to expand corporate visibility, reputation and market possession.

Many dealers believe that "news marketing" is the factory's business, because it is to seek a wide range of proliferation. In fact, dealers in their own marketing area more easily adopt the "News Marketing" Method! In contrast to small media, they are more concerned about the news of their own side, and small scope of events, more can produce exotic effects.

Therefore, distributors should make good use of "news marketing", one is to create a reasonable "news" clues, to attract the attention of the media, the second is to create a lasting effect of public communication, there should be a long-term or phased "news" Operation plan to "a wave of high like a wave", the third is to deal with the information dissemination process may produce negative effects, Deal with it in time, lest it outweigh the gains.