Necessary weapon! The six cheats who have to sell

According to people's home selling lamps in the lighting industry reports, whether large or small business, many dealers friends are not aware of this rule, the profit of products or self-developed product / brand as a lifeline, resulting in products circulation quickly, brand growth slow, only the investment / change taking, vocabulary growth kill too many to count small dealers, resulting in profit margin products but not product enterprise as a burden.

First, the product structure

No matching products for dealers, want to develop prohibitively difficult. Match the product line or brand to allow dealers to grow from weak to strong. Mismatched product line also allows dealers to quickly fall into the business of passive or dilemma.

Whether it is a single or multi brand management, brand management, marketing or a dealer must create a network construction and maintenance, the super fast circulation network products, otherwise, no matter how strong your capital, how strong, how advanced the concept of team, eventually hovering in the stagnant state of anxiety.

It has been said that the dealer must be more than brand management brand or multi category management, this statement is not necessarily negative. If it is a single brand management, must build a super single product, product structure rule, must be 1:3:6, that is to say the image of products only accounted for 1, high profit products accounted for more than 3, quick circulation products accounted for not less than 6, so the risk is relatively small.

If multiple brands or multi category management, the combination of basic rule to match the 2:3:5 rules, cultivation of products / brands cannot exceed 2, the growth of product / brand cannot exceed 3, mature products / brands can not be less than 5, so the brand portfolio model is the most secure, no matter what happens inside or outside changes to the enterprise will bring injured in the sinews or bones painful.

At present, whether large or small business, many dealers friends are not aware of this rule, the profit of products or self-developed product / brand as a lifeline, resulting in products circulation quickly, brand growth slow, only the continuous investment / change, resulting in profits of products is not profit but has become the burden of enterprises. We see a lot of big business, from the surface look great, very bright, but from the perspective of the quality of downstream customers, it is very poor, constantly investment / business change, exchange volume growth, killing countless small dealers.

Two, channel network

What are the responsibilities of the distributor? Is to sell their own products to the market retail terminals, and serve them well. Distribution of sales in the hands of the control network, is the first choice for enterprises to choose dealers. Dealers in their own operating area within the channel network more complete, the more the system, the higher the status of the manufacturers in the heart, the greater the probability of their sales.

Dealers in the establishment of their own channel network, should avoid the following four errors:

1, the larger the better?

Many dealers have just started, eager to position themselves in the total generation; do not consider their own economic strength and operational capacity. That the distribution area to expand, the probability of sales will be large. How many can have extensive cultivation, harvest. In fact, the actual effect is not the case.

If the distribution area is beyond the scope of its own control, it is easy to cause the waste of limited resources and low efficiency. Two is difficult to achieve the target issued by the manufacturers, it is difficult to get strong support from manufacturers. Three with the operation of the market will go forward, you operate halfcooked market division, the end of a wedding dress for others to do it.

2, the network the better?

The general dealer distribution system will be divided into four types: Channel Engineering (building materials system), traditional channels (circulation), hardware channels and Tetong (or group purchase channel).

Many dealers are accustomed to multi flowering, all systems do. But the opposite effect.

There are three main reasons: first, the shortage of funds caused by shortage of liquidity. Two is the characteristics of the product structure determines the operation cost of some channels is too high, the loss outweighs the gain. Three is the social and public relations capacity of the dealer has a factory, the operation of certain channels, social resources is not enough.

3, the thinner the better?

Many dealers to live for distributors, their profits will be getting more and more low, even flat out into the flat, make manufacturers rebate. Its purpose has two: first, small profits and quick turnover, the profit is thin, but the amount of money so big; the two is that this product does not make money, but the distributors to help sell other profitable products.

But in practice, this mode of operation there are still many drawbacks: first, the dealer should seize the opportunity to earn the money earned. For some of the products that are on the rise, the distribution of profit pressure is much lower, will miss the opportunity to make money. Two let the distributors to develop a habit of bargaining, the price will be threatened. Three manufacturers will not slow. Disturb the price of the product, easy to be punished by the manufacturer.

4, dispatched the stronger the better?

Whether it is in the early stage of building a network of dealers, or the maintenance stage, not the more the better control ability, but more stable and better. Especially in the early stages of the distribution, where each point is very critical. This requires dealers have a general view. Points between the appropriate interval, and