Several Ideas for Effective Transformation of Agents

　　The first idea: active marketing If the dealers only passively sell, wait for the manufacturer's policy, mainly cooperate with the manufacturer's promotion, and do not pay attention to the market information, the manufacturer will find it difficult to cooperate, and the dealer will face the bottleneck of development! Passive marketing is our general traditional marketing method - the enterprise assigns the task, and the dealer completes the task. In this process, the dealer is passive, and all the goals are to complete the task of the enterprise. In order to complete the task, the dealers in turn require the support of the company, such preferential policies, it seems that without the support of the company, the market will not be able to operate. For example, when a dealer asks a company for such and such resources, such an action is actually a "push" action. The dealer hopes to promote sales through the enterprise, which is a passive process; and most of our dealers Businesses ignore that the market not only needs to be pushed, but also needs to be pulled. This requires dealers to take the initiative, take the initiative to market, and gain market growth by pulling the market. From passive marketing to active marketing, it means that dealers no longer rely on the resources of manufacturers to operate the market, but regard themselves as the main body of operation, and gain market growth through their own initiative. This requires dealers to change from the passive marketing mode that focuses on corporate marketing and supplements dealers to a marketing mode that focuses on dealer marketing and supplements corporate marketing. Hometown dealers should always remember that the company or the downstream network is loyal to you, that is because it is inseparable from you, and it depends on you to be loyal to you, don't expect the company to have feelings, and feelings are based on mutual dependence. of. Therefore, if dealers want to live a better life, they must transform now. They must take the initiative to market, take the initiative, and take the initiative to establish a new image of themselves and their brands. The second idea: partner marketing
What is the core value of the existence of dealers? The core value of dealers lies in their ability to share business risks for manufacturers by providing four parts: information, logistics, capital, and value-added services that are quick and irreplaceable. For now, although the channels of many companies are flattened and more dealers are reduced to distributors, this may be unfortunate for dealers, but as long as they can find more convergence and common ground for cooperation between the two parties. Interests, and building a strategic partnership with the enterprise is also a question worth thinking about when the distribution is transformed. The so-called partnership is a transformation and extension from a mere transactional relationship to a strategic partnership. There is also a partnership between manufacturers and distributors, which is the integrated operation of manufacturers, realizing mutual dependence and effective control of channels, so that their scattered distributors can form an integrated system. The goal is to work together in pursuit of a win-win (or multi-win). In addition, the implementation basis of the channel partnership between distributors and downstream outlets has changed from trading as the center to market construction, making progress together and making profits together. Through partner marketing relationships with downstream outlets, distributors can effectively manage the service and monitoring of each link of the channel, so that their own products can reach the retail terminal through each channel link in a timely, accurate and rapid manner. Improve the market coverage of products, effectively promote the promotion of the terminal market, improve the sample rate and promotion power of products, stimulate consumers' desire to buy, and promote sales. Its specific requirements: Strengthen marketing services: strengthen distribution functions, achieve information convection, risk sharing, and benefit sharing with enterprises and distributors. Synergistic development: Implement a learning plan to systematically train distributors to understand more modern marketing tools and methods. Policy incentive method: from the original to the distributor to make money to let the distributor master the method of making money.
The third idea: in-depth marketing As we all know, the so-called in-depth marketing is to control the terminal, enhance the value of customer relationships, cultivate and develop the market in a rolling manner, obtain comprehensive competitive advantages in the market, and impact the effective market that is the first in the regional market through organized efforts. strategies and methods. However, the three transformations in in-depth marketing and the cultivation of internal skills in the four aspects required by the marketing organization are the key parts. They are not slogans and orders, but are implemented in practice, in order to truly implement in-depth marketing. 1. Three basic transformations of in-depth marketing: 1. From simple transaction relationship (short-term behavior) to maintaining, deepening, and developing relationships in the market (long-term behavior in the future); 2. From extensive expansion to improving "unit yield" Intensive cultivation for the goal; 3. From a single-handed amateur player to a professional team of experts 2. The efforts of in-depth marketing organization involve four aspects: 1. Concentrate resources on key areas or key factors; 2. Feedback information, overall Collaborative, market-oriented integrated operation; 3. Give play to the function of organizational marketing and strengthen process control; 4. Carry out the construction and management of the marketing team. The fourth idea: the so-called regional king of achievement, the local dealers can make themselves the most powerful snake in a certain area. I have the final say in this place and this channel. No matter who wants to pass here, they must pluck their hair. . Distributors can concentrate their strengths (customers, channel network, reputation, capital, government and public sector relations, etc., while internal management and external market management levels have gradually reached or even surpassed some production enterprises), In a certain area, or focus on becoming a "big distributor" in a certain type of channel, in the monopoly of local resources, there is an insurmountable natural moat for manufacturers. At present, there are quite a few such dealers. Although they are not strong enough, they are very strong and dedicated. For example, campus dealers, catering dealers, nightclub dealers, hotel dealers, etc. have appeared in the market recently. The fifth idea: to strengthen the dominant category dealers can be in a certain category, in this product, or even in a certain product. Model, strive to have unique advantages and unique resources, so that they can become the market leader in this aspect, and can exclusively enjoy the value brought by this small cake. The so-called category hegemony means that the distributors become the category distributors of the manufacturers by operating the products of a certain category or a certain industry of various manufacturers and monopolizing certain sales areas to enjoy the profits brought by the category exclusively. It can be multi-category or single-category. 1. It is a single category rather than a full item. Category distributors often do not represent or distribute all the products of manufacturers, but select some product items that are suitable for market characteristics according to market characteristics, so that the products have strong purpose and timeliness. 2, is cross-regional sales. Category distributors often have larger sales areas, not only their own "one-acre and three-point land", but also "occupy" some adjacent regional markets. Gain a higher market share. 3. Implement category monopoly. Since it is a category distributor, it often implements category monopoly in the sales area under its jurisdiction, and through category monopoly, it can maximize the profits of channel merchants at all levels.
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Sixth idea: Create your own brand Distributors, with their deep understanding of the market and strong control, build their own brands through OEM or by setting up factories on their own, create more value for themselves, and avoid you There are very few agents or wholesalers who compete for me, but the profits are exploited. I am in charge of my products, and I enjoy the profits of my products, so why not do it? ! Not enough, this method generally exists on products with low product technical requirements and relatively high profits. At present, this model has appeared in industries such as wine, IT, mobile phones, and home appliances. There is a saying in the marketing world: If you want to create a brand, you must first be a distributor. This just confirms the advantages of our dealer's own brand. Because only those who have become their own dealers can truly understand the needs of the market and consumption, have suitable talents and resources, have a sound network, and have a good reputation for distribution, and then they can win steadily. Seventh idea: Join the manufacturing industry When the generals are in charge of the people, they can't limit the people, and they can only go to the ends of the earth on the road of dealers. Their development, their future, their strong position, their advanced ideas, etc., the hometown dealers can easily push many dealers to be transformed into manufacturers, so that they can be full of the "prosperity and wealth" of manufacturers. ". At present, the ways for distributors to evolve into manufacturers are: 1. Taking advantage of the opportunity of manufacturer financing, they become one of the shareholders of the manufacturer, thus transforming themselves into agents or distributors with dual identities of manufacturers and sellers. 2. Sole proprietorship or joint venture to build factories. After some dealers have completed the "original accumulation" of their own development, they are increasingly dissatisfied with gaining development by obtaining the price difference, using their own network channels, network resources, and capital advantages to do so by themselves or as partners. Build a factory and become a manufacturer. Eighth train of thought: service is also crazy Many dealers often complain that their future is bleak and there is no way for them to develop. In fact, dealers are not without a way out, there is no market, it depends on how dealers manage their own future and plan their own business ideas. Many flexible-minded dealers take advantage of the differentiation of services, and also create a lot of value for their own profits in another aspect. Such as: selling products: we use our own channels, social relations, and market control capabilities to provide manufacturers with product subcontracting services; selling the market: the market is its own, and only if we control the market initiative, we have the right to speak. At this time, we can act as an agent Manufacturers develop network, product market, and product investment. If you have the ability, there will be opportunities, and if you have the strength, others will come to you, please. Selling plan: Relying on our own unique advantages in the local area, we will act as an agent for manufacturers' promotional activities, business negotiations, public relations communication, etc., and set up a special planning service department. Selling information: collecting intelligence, providing research information, etc.; Selling logistics: using its own distribution capabilities to serve upstream and downstream customers, etc.; Different dealers can choose their own transformation ideas according to their current stage, current capabilities, and current development needs, so that they can develop better, stronger and more competitive.