[China Glass Network] Distributors are intangible assets of enterprises, and they are also assets that are more likely to be lost. The control of the dealer is more difficult than the development of the dealer. In particular, the current dealer management is more difficult for the company to manage. It is indeed very difficult to control the dealer, but is there any way? As long as we do it right, even if we can't control the dealers all the time, we can make the dealers cooperate well with the company. Of course, the purpose of controlling the dealers is not to possess him, but to better cooperate and utilize them. Let's look at how the dealers look. control?
First, the vision control
The so-called vision is what the company wants to tell the dealers what the future is, and what the dealers will get in the future. We use the vision to draw a blueprint for the dealers, through which the dealers can see their future and hopes, thus establishing a very close cooperative relationship. We can give an example of “Prince Milkâ€, which promotes the creation of 200 county-level millionaires when recruiting at the county level. In fact, what is the "太å奶" doing? It is planning a vision for the dealer, can you actually earn one million a year? It may or may not be earned. For county-level dealers, it is very difficult to earn a million yuan a year. Prince Milk only draws a vision for the dealers, telling the dealers to follow the "Prince Milk" to make big money and improve your local Reputation and so on. Of course, controlling dealers from the vision is relatively difficult, and there must be a material foundation to pave the way.
Second, the dealer's capital flow control
Someone will ask for money in the dealer's pocket. Can you control it? It's really difficult to control. It needs skill. It can't be completely controlled, but it can be controlled. If it can't be controlled at all, what is the company in the dealer's eyes? So how do you control the dealer, what is the purpose? It is through your reasonable persuasion that he can extract more goods, plan his inventory more reasonably, and prevent his main funds from investing in other products, especially in competitive production. Huahua Niu used to control the dealers with one incident. Bright milk used to have a very high market share in Zhengzhou, especially in the terminal retail. Later, because of a quality storm, many dealers stopped selling. Huahuaniu seized the opportunity and took advantage of it, pulling many bright dealers. Later, despite the great efforts and investment of “Brightnessâ€, the market in Zhengzhou has not been recovered. The reason is that at the crucial time, the dealer funds have become Huahua cattle products.
Therefore, to control the dealer's liquidity must pay attention to skills, you must have sufficient reasons and facts to impress the dealer, rather than to pull hard.
Third, master the network of dealers
If the company can control the dealer's network, it basically controls the dealer. But often the company does not understand the dealer network, how can we control the dealer? How can a dealer listen to you? You can take a look at the mature big business brands, how do they control the dealer network, they not only control the batch, the second batch or even the terminal of the dealer, what is the purpose? I figured out that it is easy to manage, that is, I am afraid that the dealers will be distracted, and at the same time, it can prevent third parties from intervening.
If we say that we have a good understanding of the dealer's batch, second batch, terminal and other networks, and the dealers are relatively afraid of the enterprise, they will not dare to challenge us because of the batch of enterprises. The second batch of network terminals know very well that if he does not do it, the company can upgrade his second batch to replace him, and the secondary dealers are eager to directly contact the manufacturer. Therefore, enterprises must master the network of dealers. Otherwise, enterprises will have no right to speak at the dealers.
Fourth, control the sales price and area of ​​the dealer
What is the purpose of controlling the sales price of the dealer and the area? It is to maintain market order, prevent dumping and dumping, especially price control. If we control the price system very well, it is relatively easy for enterprises to manage dealers, especially in the promotion of new products.
We all know that Coca-Cola is doing a very good job in controlling dealers. The price of the terminal price will not be a dime! Is the control good? It's really good, almost the national price, so every time Coca-Cola launches a new product, it can enter the market smoothly. The same is true for "Master Kong". Every time a product is launched, it is also very smooth to enter the market. Of course, we do not rule out the influence of the brand, but can you say that his price control is not good?
Fifth, control the dealer's thinking
The dealer has thoughts and fluctuations. He always complains in front of the business personnel. Through the salesman, the information is transmitted to the enterprise. If the dealer has thoughts and fluctuations, the salesman will quickly control it, and the dealer will not complain again. However, it is often the case that our business personnel are surrounded by dealers. The dealers say that the salesman does not dare to say the second thing to the leader. Sometimes it is still in the middle of the market, which leads to the dealers being insatiable. Mastering the problem of the dealer's thoughts, the first is the salesman's question. What do we do to control his purpose? In fact, it is to mobilize his enthusiasm and prevent third parties from intervening.
If many dealers are dissatisfied and want to introduce other products, he must first complain with the salesman. At this time, he can control him. Of course, the method of control is not limited, how to control it. We can also give an example. When the general dealers are fluctuating, the policies are not honored, new products are introduced, and leadership is changed. This is a period in which the dealers’ ideas are more volatile, so the company should go to this idea at this time. Control the dealers, communicate more to the dealers, give him a blow, blow the spring breeze, don't blow the cold wind, often our business staff expressed dissatisfaction with the current leadership, dissatisfied with the leadership of the past, when the dealers are blowing the cool breeze, cold wind Therefore, the dealer feels very bad. During the fluctuation period of the dealer's thoughts, the salesman should give him a spring breeze. He can tell him that the new leader not only honors the previous leadership commitment but also has some big preferential actions. At this time, the dealer does not There will be a lot of suspicion and volatility. To give you an example, the author originally served a liquor company, this enterprise is a state-owned enterprise into a shareholding system, the boss changed, the dealer went a large number, do not want to do, the former state-owned enterprises when the dealer from the middle (manager , boss, professional manager) in order to please the dealers, approved a lot of extra things, so that the boss of a private enterprise, not getting so much benefit, the dealer does not want to do it, the boss listened to it, then personally visit the distribution Business, talk to them, what to talk about? How can we honor the previous policy? How can we honor it? The new policy will only benefit everyone and ensure that everyone makes money. First of all, the idea is controlled, so these dealers are also willing to continue to distribute, and at least the stage of distribution is willing to cooperate not to let the enterprise fall into a passive situation.
6. Implement policy control on dealers
When the company's business personnel implement policies, they often take one step in order to attract dealers, but the effect is exactly the opposite. When we implement the sales policy, we must not let our own cards come out at once, we must learn to turn them into zero, or turn them into a loose one. The purpose of this is to prevent dealers from being insatiable and insatiable, to hang the appetite of the dealers and ensure the long-term flow of our policies. So how do you get it to zero? When I was serving a beer company, I took a strategy of controlling the dealers to control the dealers' 3% discount on the amount of goods delivered by our dealers. In order to control the dealers, we distributed the policies to the salesmen, if the dealers To be 1, you can only give him 0.5, and give him 0.5 at the crucial time. If the dealer wants 1 you give 1, you can't control the dealer, when he is critical, let him donate, he won't fight, you won't find it. Many business people have no experience. When they go up, they will give the dealer 3%. When the result is finished, the dealer will still have 3%. What to do, the report to the leader must be approved. Therefore, it is necessary to use the policy to control the dealer. Learn to turn it into a zero, a little bit of the appetite of the dealer.
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