How do dealers improve their core competitiveness

Many dealers have been wandering around the rivers and lakes for more than ten years; Three or five people have been maintained, and a small store of more than 11 square meters is in a bleak state of operation; Looking back, many up-and-coming stars have already been in the legendary swordsman. There are talented people in the Jiangshan generation. "Modern society is always full of opportunities and gold everywhere; The key depends on whether everyone has this vision, courage and fortune to grasp. The following is the knowledge I brought to you about how dealers can improve their core competitiveness. Welcome to read.

First, the foothold of dealers: distribution network

The positioning in the dealer market is channel transit. The main purpose of the factory to set up distributors in various places is to cover its products to retail terminals in various markets through distributors. The sales network controlled by the distributor is the first condition for enterprises to choose distributors. Distributor is the link between the factory and the retail terminal. It is through the circulation of goods to earn profits from the decomposition of manufacturers. Therefore, the more complete and systematic the distribution network of dealers in their own business areas, the higher their position in the hearts of manufacturers and the greater their sales chances. Dealers should avoid the following four misunderstandings when establishing their own distribution network:

1 The wider the distribution coverage, the better. Some dealers have just started, and they are eager to position themselves at the prefecture level or even at the provincial level; Regardless of their own economic strength and operational ability. I think that the distribution area has expanded, and the sales probability has increased. If you sow widely and reap sparingly, you can gain something. In fact, the actual effect is not the case. If the distribution area is beyond its control, first, it will easily lead to waste of limited resources and low efficiency. Second, it is difficult to achieve the goals set by manufacturers, and it is difficult to get strong support from manufacturers. With the promotion of the factory market operation, the half-baked market you operate will be divided out, resulting in the result of making wedding clothes for others.

2 the wider the distribution system, the better. Generally, the distribution system of dealers can be divided into four types: modern channel (supermarket system), traditional channel (circulation system), catering channel and special channel. Some dealers are used to multi-faceted flowering, and all systems do it. But the effect is counterproductive. There are three main reasons: first, the shortage of liquidity caused by insufficient capital reserves. Second, the characteristics of product structure determine that the operating cost of some channels is too high, which is not worth the loss. Third, dealers' social public relations capabilities are different, and the operation of some channels and social resources are insufficient.

3 the more distributors, the better. Some dealers think that the more distributors, the higher the market coverage. Through the operation of distributors, it can not only speed up the turnover of funds, but also reduce the tedious work pressure of paving the market. So many dealers are happy to develop distributors on a large scale. But don't forget that more distributors will plant mines for themselves. First, I will be happy to get the goods from you when I discuss the distribution hours; Once the volume of a product is bigger, it will be an independent portal. Let you lose the sales area for no reason. Second, the distributor is often the chief culprit of rushing goods. "The factory can't punish the distributor, and this knife often falls on your head.

4 the thinner the distribution profit, the better. In order to win over the distributors, many dealers make their profits lower and lower, or even flat in and out, and earn some factory rebates. Its purpose is twofold: small profits but quick turnover, thin profits, but still make money in large quantities. Second, this product does not make money, but the distributor helps to sell other profitable products. However, in practice, there are still many disadvantages in this operation mode: a dealer should seize the opportunity and earn the money he should earn. For some rising products, how low the distribution profit is, you will miss the opportunity to make money. Second, let the distributors develop the habit of bargaining, and will threaten the price. Third, it will cause manufacturers to be slow. Disturbing the price of products is easy to be punished by manufacturers.

second, the survival of dealers: smooth cash flow

in business, dealers must have two conditions: one is network, and the other is capital. The dealer is in the middle between the factory and the retail terminal. Now the general factory requirements are cash in stock, so it is good to have a credit line. Most retail terminals have accounts receivable. The financial strength of dealers often determines their development scale. Only by maintaining the smooth flow of funds in the operation can we maintain the normal operation of business activities. Dealers should pay attention to the following points in keeping the cash flow smooth:

1 Control the quantity of products they operate. Many dealers have the problem of being greedy; The more products you handle, the better. Dealers think that: 1. With more products, customers' resources can be fully utilized. Second, the distribution cost will be reduced. Third, it will increase new sales opportunities. But too many varieties will distract your operating funds and attention when the advantages of your core products are weakened. Dealers should do what they can to deal with the variety of products. Sometimes 1+1 is not necessarily greater than 2.

2 selectively enters the Shangchao system. From the factory's point of view, I hope my products will enter all the supermarkets in the dealer's business area. However, dealers must inspect the supermarket systems. Investigate its credit standing, account period, and operating conditions. Conduct an effective evaluation. Shangchao with short reconciliation period and good business can be given priority. How many companies to enter must be determined according to their own financial situation and risk coefficient. Leave room for yourself. When you have money problems, the manufacturer doesn't think about how many items you have overburdened in the business, which makes you owe money.

3 run more retail stores with cash in hand. Some small and medium-sized retail stores in various regions are operated in cash. Operating these stores more may increase the transportation cost, but the turnover rate of funds is fast. As long as the dealers do a good job in service, the monthly sales volume is also very considerable.

4 Establish an effective receivable management mechanism, establish a customer credit system, and reduce business risks. (The specific content is discussed in the following special chapter)

Third, the value of dealers: connecting the preceding with the following

In the whole sales environment, there are three key points. The first is the contact point between manufacturers and distributors. The second is the contact point between dealers and retailers. The third is the interface between retailers and consumers. Among these three contacts, dealers occupy the second. Therefore, the value of dealers is the connecting link between manufacturers and retailers. How to do a good job of connecting manufacturers and retailers and reflect their own value? Dealers should do the following:

1 terminal maintenance. Many dealers believe that the maintenance of the terminal lies with the manufacturer. There are indeed many manufacturers doing this work. But it is not enough to rely solely on manufacturers. Please pay attention to the dealer: the more specific the work of the manufacturer, the lower the importance of the dealer. Therefore, dealers should dare to bear this responsibility in exchange for greater support from manufacturers.

2 do a good job in inventory management. Ensure that your own inventory and the inventory of retail terminals are kept within a reasonable line to ensure that goods are not stopped.

3 feedback of information. Dealers feed back market information to the factory in time. Dealers are at the forefront of the market, and any trouble in the market is always known at the first time. Feedback the actions and market conditions of competing products to the factory in time, so that the factory can reflect them as soon as possible. Maintain the competitiveness of products, but also effectively maintain close cooperation with manufacturers.

4 the implementation of the factory's promotion policy. Dealers are often the ultimate executors of factory promotion policies. Strictly implement the company's promotion policy, do not deduct the promotion expenses, and ensure that the promotion activities are not out of shape; This is all part of the dealer's obligation. A farsighted dealer is a firm executor of the factory's sales policy.

fourth, the status of the dealer: from lover to wife

The relationship between the dealer and the factory is often very subtle. Cooperation agreements between manufacturers and distributors are often signed once a year; Manufacturers often change dealers; And dealers often eliminate unsalable products. Therefore, the relationship between manufacturers is at best a lover relationship. It is classified as a lover relationship for the following reasons: First, there is low loyalty among manufacturers and lack of planning for the future. Second, the mutual foundation is relatively weak, and some details may not be handled properly, which will cause each other to break up. Third, the cooperative relationship established is often more emotional and less rational. Lack of the same market operation concept and cultural identity. Because of this lover relationship, dealers live in fear almost every day. The change of sales staff, the introduction of new products and the adjustment of sales strategy will directly affect the status of dealers. How can a dealer successfully change from a lover to a wife should do the following:

1. Establish an interdependent relationship with the factory. Lovers have no tomorrow, and wives have to spend the rest of their lives. The key point of the relationship between manufacturers who want to be husband and wife is to find the * * * similarities of their values. Some dealers think that to have a good relationship with manufacturers is to accompany them to eat, drink and play. " That's a misdirection. Wine table culture is absolutely unreliable. Manufacturers have the same goal, mutual trust, mutual support and mutual tolerance; In order to cooperate forever.

2. Make yourself an irreplaceable object. When a man looks for a wife, he always chooses between the east and the west at the beginning; When he finds that you are the most suitable, then he will not marry you. " First of all, the interests between manufacturers are the same, and both sides can give each other the greatest benefits. This kind of cooperation is irreplaceable. On that day, the dealers will shape themselves into irreplaceable objects of the factory, and the cooperation between them will be solid.

3. Dealers should learn to look from a distance and play near. Don't haggle over trifles. Since we are husband and wife, we need to care too much about personal gains and losses. Losing is a blessing. " Dealers sometimes need to be generous. Be tolerant of each other, think from each other's point of view, and take more responsibility for the object. Really become a family.

five, the role of dealers: experts in web weaving

the process of dealers is also the process of building a network system. Dealers should become experts in web weaving. This network should be centered on the dealer himself and radiate to every corner. Sales network is often the biggest resource for dealers. To become an expert in web weaving, dealers need to have the following operational abilities.

1. Distribution ability. In the initial stage of building a network, the distributor's first job is to distribute points. It is very important that each point falls there separately. This requires dealers to have a big picture. The intervals between dots are appropriate, and the dots are connected by lines. This is the sales network.

2. the control power of the network. The dealer's net is spread out and must be collected. This requires establishing a solid cooperative relationship with each point of sale. And control the supply system of sales outlets. The control power of the network is often impacted by other regions. On the one hand, it is necessary to cooperate with manufacturers to control the occurrence of rushing goods, on the other hand, dealers should have restrictions on retail outlets. It is also an effective means to appropriately rebate the total sales at the end of the year.

3. The repair ability of the network. After the sales network is built, it is always in dynamic change. When a point of sale breaks, it will lead to a hole in the internet. If it is not repaired in time, the hole will get bigger and bigger. This requires dealers to repair this breakpoint in time. If a distributor changes to other competing products, then find a new distributor in time.

six, the dealer's' development skills: change according to needs

The consumption trend of the market is constantly changing every year, and dealers should follow the trend and follow the time. The development of various industries is a wave-breaking change. When a certain category of products enters a declining period, there must be a category of products that stand out. The key point is whether the dealers can observe the changes in consumer demand in Ming Rui. Seize the business opportunity. To do this, dealers need to do their homework in the following aspects:

1. Insight into market Ming Rui. Be good at thinking and summarizing some regular things. Changes in the industry generally follow the principle of three years and one week. When a product enters a period of decline, new categories are bound to rise. The most profitable thing for dealers is that a new product has risen from the peak to the peak. In the real decline period, although this kind of products still have basic sales volume, the profit has been very thin, and it has become a chicken rib product. Therefore, it is very important for dealers to grasp the market situation and situation.

2. Be good at promoting new products. Many dealers think that the marketing of products is the business of manufacturers, so we just have to cooperate well. This concept is one-sided. The successful promotion of a new product is the mutual cooperation and concerted efforts of manufacturers. From the manufacturer's point of view, the dealer has a strong marketing ability, and the manufacturer will set the area under its jurisdiction as the key promotion area, and the cost investment will be inclined. The promotion success coefficient of new products will be high. The result is mutual benefit.

3. Be good at finding new sales opportunities. With the intensification of market competition, the structure of sales channels is constantly changing. Finding new market opportunities, especially in some special closed channels, is easy to obtain higher returns. For example, a dealer in a coastal city noticed the business opportunities for local fishermen to regularly replenish food, drinks and daily necessities, and set up a special department to exclusively operate fishermen's daily supplements. Because the products supplied by the dealer are complete in categories and reasonable in price, the goods are sent directly to the fishing boat. Very popular with fishermen. Every year, this rapid sales amount to tens of millions of yuan.

because dealers pay close attention to the changes in consumer demand, there is demand in the market, which means business opportunities; Means wealth.

As the saying goes, business is done by people ". Businessmen have different personalities, knowledge, sensitivity, courage, vision and the size of their goals, and their final results are very different. A successful dealer must have his success. ;