You have to know the LED lighting dealers eight heart disease"

According to the "sales warehouse" reports, along with the development of the electricity supplier O2O, LED dealer business has become more and more tense, more intense competition, LED lighting dealer really need to have a strong psychological challenge, look under the eight heart, dealers believe that LED dealers will after an antidote against the disease, not the same as!

One of the heart: do "pawn shop products"

Manufacturers choose dealers mentality and standards are complex, each manufacturer has its own marketing in a game of chess, in general, the following situations:

The first is to borrow a boat to sea";

The second is the first "borrowed boat", and then "xiemoshalv", through the establishment of branches or offices to ban the dealers;

The third is to use the dealer market (reaction) test;

The fourth is shiyibuque;

The fifth is to do a dealer with a hammer".

It can be asserted that only the first mentality is in line with common sense and can be accepted by the dealer, the rest of the four nature of the dealer has become a pain.

Many international companies (such as Nike, Adidas, etc.) have achieved a separate sales, production and sales are two professional, since two is related to the professional division of labor, the manufacturer should have a clear understanding of.

Therefore, manufacturers should be willing to sell the business separation, separation of funds, talent, network, reputation and other advantages of local sales strength. Different companies can take appropriate business, product market agency model, and is good at activating dealers, rather than allowing dealers to carry the burden of climbing.

Heart disease two: operational risk one-way commitment

Dealers operating risk from all aspects, including market risk, financial risk, credit risk and many other aspects. When the dealer from the manufacturer to obtain the right to distribute the product, the "smart" manufacturers that risk "within" to marry the dealer.

The above mentioned financial risk is mainly dealers from manufacturers cash purchase, customer oriented promotion and forced sale, resulting in stay dead accounts have occurred, in this case for pharmacy drug sales oriented hotel sales products, when it is It is often seen.

In addition, the dealer to the manufacturer to pay the deposit, but also a lot of "dog meat, never to return, in this case through multiple OEM processing (OEM) of the manufacturer and the low credibility of manufacturers;

Market risk is mainly from the product itself and competitive products, if the manufacturer of the product can not withstand the test of the market, in the attack of competitors, product delisting is sooner or later.

At the same time, if the manufacturer no return policy, so the product backlog suffered by the dealers themselves probably have to share the credit risk; from product quality, sales and service as well as a manufacturer of corporate image, because of poor product quality, manufacturers and manufacturers and service lags behind the image of the crash affected dealers things are not uncommon, the dealer's invisible assets goodwill is impaired, and then influence the development of other business dealers;

Other risks, such as dealers to expand the market business hiring sales staff, for the distribution and rented warehouse, the purchase of vehicles, for the product into the store and terminal operators to pay various fees and so on, are important factors in the formation of dealer management risk.

Three of heart disease: manufacturers have less sales service

The dealer sales service includes not only the manufacturer of your services, including the terminal retailer and the final consumer service, or it is incomplete service, in fact most manufacturers are such services, cop-out.

A few years ago at the critical moment of the farmer spring water, Nanjing "maggots", because the manufacturers (Branch) by the media stir unresponsive, bringing great negative impact to the enterprise, is a profound impact on the sales of its products.

Therefore, dealers eager to establish a perfect sales service system, especially the crisis warning, rapid response, rapid response to the crisis of a set of rapid response mechanism.

If the manufacturer can not take the initiative or learn to work together with the dealer, "fire", "fire" is bound to harm themselves.

Four of heart disease: manufacturers policy instability

There are two kinds of changes in the sales policy: one is the objective; the other is the manufacturer's subjectivity. So how to understand these two situations?

For consumer goods, a new market for 3 to 6 months (not including product trial stage), the market potential of products can be produced.

At this time, manufacturers tend to respond to market conditions, and even adjust policies. In the case of the product market situation is very good, short-sighted manufacturers to make short-term behavior adjustment:

Raise the supply price, improve profit margins;

Re check and improve mission targets;

Reduce promotional investment;

The promotion costs, transportation costs and other costs to the dealer distributor;

In order to speed up the capital turnover, shorten the period of settlement;

Cut product gift, or reduce the sales rebate rate;

Breach of commitment to exclusive distribution;

Other additional conditions, etc..

Although these adjustments may have been contrary to verbal commitments, but the manufacturers have to control the distribution