中小经销商发展之四位一体要素Four elements of small and medium dealer development.docx
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中小经销商发展之四位一体要素Four elements of small and medium dealer development.docx
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中小经销商发展之四位一体要素Fourelementsofsmallandmediumdealerdevelopment
中小经销商发展之四位一体要素(Fourelementsofsmallandmediumdealerdevelopment)
Coatingmarketanalysis
Chinesedecorationcivilianpaintmarketbegantorisefromthebeginningof90s,afterfifteenyearsofselfindulgencetypehighspeeddevelopment,atpresenthasbecomeincreasinglymature,fromthebeginningtonowdemandoversupply,increasingcompetition.Ontheonehand,duetotheoperatingprofitofattractive,attractedalargenumberofdealersagentsordistributionenterprisesengagedinnumerouspaintbrands,goldcoatingindustry;ontheotherhand,thevastmajorityofpaintenterpriseslackofcorecompetitivepower,especiallyinthetechnicalaspects,leadstoseriousproducthomogeneity,theperformanceissimilar,someenterprisesevenfish,shoddy,forceddead,alsowiththeinvolvementofdealers.
Managementstatusandmentalityanalysisofpaintdealers
Competitionintensifiedpaintmarket,fordealers,therearetwoaspectsoftheproblemcannotbeavoided:
operatingcostsincreased,whileprofitsaredeclining.Mostdealerscanfeelthecrisis,begantolearnthesuccessfulexperienceoftheindustry,finance,energy,manpower,hardwork,hands-on,seventonine,butstillworkhard,income,somedealersaresteepedinthemarketforseveralyears,experiencedsetbacksandfrustrations,mentalandphysicalexhaustion,wheretowhere,inconfused.Asaresult,somedealersfacethehighlycompetitivemarket,lackofconfidence,opportunistic,orrelyonmanufacturerstoinvestintheirowninaction.Understandtheimportanceofbranddealers,butdonotknowhowtobuildthebrandsystem,highlyrespectedbrandadvertising,believethatadvertisingisbiggerandstrongersales;alsounderstandthetruth,butmaynotalwaysbefoundseveraltips.
Facingthereality,wewillprovidereferenceandsuggestionsforthesmallandmedium-sizeddealerswithannualsalesvolumebelow3million!
Ihavepersonallyguidedandledtheteamtohelpmorethan1milliondealerstoachieveaqualitativeleap.TakeadomesticcoatingbrandAmarketasanexample,themainchangesarereflectedinseveralaspects:
1,salesandprofitgrowth.Annualsalesincreasedfromlessthan1milliontomorethan3million,netprofitmarginremainedat20%.
2,theestablishmentofacorporateorganizationandmanagementstructure,activatethevitalityofthebusinessteam.Fromthestaffmanagementsystemtotheconfidentialworksystem,nearly15rulesandregulationshavebeenpromulgatedandimproved.Highlyattractivesalaryscheme,fullymobilizetheenthusiasmoftrainingandincentivemeasures,sothatdirectsalesrepresentativesinfinitevitality.
3,brandawarenessrapidlyimproved,expandingmarketshare.Onthethreehundredbuses,advertising,plusbusinesspersonnel"carpet"propaganda,visibilitygreatlyimproved,10newdistributorstojoin.
4,enhancethestrengthofdealers,fulldevelopmentpotential.Thenewinvestmenttwo120squareregularstores,witha"modern"sonatacar,buyanew5importedairlesssprayingmachine,directsalesrepresentativestableataround15.
Ithink:
smallandmedium-sizedpaintdealersshouldrecognizefourkeyelements,familiarwithandunderstandeachother,howtocoordinateeachother,andcooperatewiththeuseofessential,masterthreekeysisthepremise.
Fourkeyelementsofthestore
(1)storekeyword4Sflagshipstore
?
therapiddevelopmentoftherealestateanddecorationindustry,coupledwiththemediareports,paintbegantobemoreandmoreownersunderstandandconcern,notyetfamiliarwith.Theproportionoftheowner'sindependentpurchaseisbecominglargerandlarger,andtheproportionoftheoilworkersisbecomingsmallerandsmaller.Thisisalsowhatthepaintdealershopeandintendtostrivefor.Buttheownersofthecoatingsarepoorlyunderstood,independentbuyexistencetobecheated,afraidoftherealpriceofgoodsisnottherealpsychology,suchastandard4Spaintbrandflagshipstorecalledout,inordertoreduceandeliminatethepsychologicalowners.
1,paintstoreevolution:
grocerystore,4Sflagshipstore
Grocerystore:
aretailshopthatbeganwithretailcoatings.Itwaspopularin-----1998in1992.There'snosuchthingasimage,location,decoration,display,makingmoney,buyinggoods.Marketcompetitionisweakanddemandexceedssupply;
Store:
torealizetheimportanceofestablishingbrandpaint,begantoredecoratetheirstores,from1999-----2003,atthetimeofmanufacturersnotperfect"storescanincreasesales,onbehalfofastrongbrand"undertheguidanceoftheconcept,havebeguntosell"".Marketcompetitionstrengthened,supplyanddemandbalance.
4Sflagshipstore:
animportantcomponentoftheoverallmarketingofthemarket,reflectingthebrandandthecompany'soverallstrengthandimage,andonlyequippedwithotherelementsofmarketoperations,toplayitsfullfunctionandrole.Themarketcompetitionisfierceandsupplyexceedsdemand.
?
namely,display(shopping),sales(sale),training(schooling)andservice(service).Aimistocreateaformal,standardized,strength,credibilityofthebrandandcorporateimage.
?
3,4Sflagshipstore
?
fortheowners,decorationcompaniesanddistributors:
thereissecurity,strength,qualityassurance,standardizedoperation,restassuredtobuy,creatingpremisesfordirectmarketing.
•:
foremployees:
asenseofbelongingandrespect,appreciationofspace,toachievetheirownvalue,toattractitsrealcommitmenttopaintcareer.
Fourkeyelements
?
(two)personnelkeywordsmanagementbycompany
?
inordertoseizetheopportunityinthemarketcompetition,wemustmoveforwardtheterminal,themainbattlefieldforthenewlaunchoftheDistrict,Jiezhuangcompanies.Tostartintheownerswanttowinoverthedecoration,wemusthavepreconceivedideas.Directsalesrepresentativeisthemainbattlefieldofthenewforce,toundertakepublicitytotheowners,theimportanttaskofservice.Withit,thereareshoppingguide,deliverystaffandsoon.
1,theroleofdirectsalesrepresentatives
?
tothedistrictoilworkers,owners,homeimprovementcompanies,furniturefactories,themainforceofdirectmarketing.
•:
themainwaysandmeansofeffectivepromotionofpopularity.
?
oneoftheprincipalcomponentsofaformalizedcorporation.
•,chiefexecutiveofpre-sales,sale,andafter-salesservice.
2,howtomobilizetheenthusiasmofpersonnel?
•canachievewhatdirectsalesrepresentativesexpect:
moneymaking,learningandpromotion.
?
createasenseofbelonginginaformal,rigorousandfaircompanymanagementclimate.
3,howtochoosetherightpeople?
Highschoolortechnicalsecondaryschoolorabove;
Age:
18~30yearsold;
Previousexperienceindirectmarketing;
Diligent,abletoendurehardship,havetheabilitytoexpress.
Prioritywillbegiventopersonnelotherthanthiscity.
Fourkeyelementsofadvertising
?
(three)advertisingkeywordsaresmallandbig
Consideringthesmallpaintdealerfinances,advisingclientsinthelocalinvestment5-8yuanfortheoutdooradvertisingofthefixedform,outdoorbillboards,buses,signs,putlotsofbuildingmaterialsmarket,theareanearthecrossroads,etc..Releasetimerecommendedfor6-12months.
?
1;advertisingimplementationwiththesmallestinput;thekeytothebiggesteffect:
?
formsandputlotsofchoiceismainlytodirectdistributorandendcustomerrepresentativesinnegotiationstoreawakenexaggeratedreferences,customersseethedejaadvertising,advertisingcommunicationeffectsecondtimes.Ifdirectsalesrepresentativescanfindthreeownersaday,15directmarketingrepresentativeswillbeabletoreportto45owners,thebrand'srateofreferencewillbeexpandedby45times,repeatedmanytimes,butalsodeepenedthebrandawareness.
2,theroleofadvertising.
•:
enhancebrandawareness,increasetheowner'sbrandidentity,restassuredthatthepurchase.
?
increasetheconfidenceofdirectsalesstaff,toachieve"airsupport+groundfollow-up"excellentmatch.
•:
increasedistributor'sbrandidentityanddevotethemostenthusiasmtoitsbrandpaintbusiness.
?
withawell-knownbrandofgestureandhomeimprovementcompanycooperation.Conversely,itcanberecommendedforthehomeimprovementcompanywhenitisrecommendedtotheowner.
Fourkeyelementsofservice
?
(four)servicekeywordprofessionalbuildwordofmouth
•:
pre-salesservices:
wallareameasurement,wallpHtesting,sheettypeunderstanding,andsoon.
•:
saleservice:
paintdosagecalculationandvarietyrecommendation,effectdisplay,buygiftpromotionandsoon
•:
aftersaleservice:
freeairlessspraying,delivery,fulltrackingservice,returnvisitafterdecoration,giftgivingandsoon
?
eachoftheaboveprocessservicesareprofessional,meticulous,considerate,makethecustomerfeelthestrengthandtheconnotationofthebrandpaint,intheformofwordofmouth,friendsandfellowcolleagues,relativesandothersocialcircles,unlimitedexpansionofthemarginaleffect.
Theabovefourkeyfactorsareindispensable,mutualinfluence,mutualreference,relyoneachother.Seebelow
Description:
A,directsalesrepresentativestofindthemainintentionofcustomers,homedecorationcompanies,distributors,etc.;
BandH,customershavetheintentiontopurchaseorcooperatewiththedirectsalesrepresentativestoinvitethemtonegotiatewiththebrandpaint4Sflagshipstore.
C,customerstothebrandpaint4Sflagshipstorevisit,keenlyawareoftheformal,strength.
D,shoppingguidetowarm,thoughtful,dedicated,professionalspirit,toconquercustomertransactions.
E,thedirectsel
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