Decentralization of channels

1. Frankly speaking, with the rising operating costs and the extrusion of centralized platform, the life of traditional dealers is not easy. In particular, after Alibaba, Jingdong and other Internet enterprises have set foot in the field of FMCG circulation, the squeezed dealers have begun to seek a way out
however, the centralized platform mode pursued by the giant will constantly encroach on the participants in the platform, squeeze the living space of small and medium-sized businesses, and destroy the healthy development of the whole instry order. Fundamentally speaking, it is not suitable for dealers to enter, and it is not concive to building a harmonious and symbiotic ecosystem
"it's not appropriate or long-term to hand over our channels, lifeblood and resources to several giants." Instry professionals said, "all brands and retail enterprises should be clearly aware of: the proct or scene is yours, the user is yours, the operation and marketing are all done by you, and the data should also be yours. You are not going to settle in a certain platform, but to build your own garden."
at the same time, Ma Yufeng, the founder of cloud media, believes that the real value of decentralization lies in the construction of a shared and symbiotic intelligent closed-loop ecology, in which enterprises can play their own expertise and strengthen their main business. More importantly, this enabling form of sharing, symbiosis and win-win creation is concive to the intelligent upgrading of the whole instry at low cost, and is a great opportunity for dealers to seize.

2. This topic is a bit big. In fact, you can refer to wechat's strategy. For example, before QQ built a group, there would be group owners. But now the wechat group has a group leader to say so. No, Anyone can pull people. Everyone is the master. With more and more open society, decentralization is the trend. It even includes the flattening of market and organization. Proction, channels, sales and customers will be squeezed more and more. The rise of e-commerce will shorten the whole chain of proction. Hope to help you.

3. ⚠&# 65039;&# 9888;&# 65039; MGS relocation process:
1, recommender scans QR code to register
2, downloads MGS system
3, activates account
4, real name authentication, and can bind collection QR code
5 by the way. After real name authentication is passed, MGK maps, generates public key, copies public key and completes mapping
6. Go to the old system, pack the data, fill in the public key, verify the identity information, and submit for confirmation

finally, if the MGS data package shows that it has been packed, just wait a few minutes. Go to the new system to see if it has arrived. If it has not arrived for a long time, go to the old MGK system to see whether the data package status is packed or not. If it is not, remap and repackage

4. Self positioning, looking for dealers with the same positioning as me. Talk about cooperation. Interests. Joint development of the market.

5. The exchange of goods and money is called sales
How can we do a good job in sales

there are two aspects: one is how to do a good job in sales as an enterprise. With so many leaders, I dare not talk about this problem. Second, how to do a good job in sales. Today, as a sales staff at the grass-roots level, I will discuss with you how our sales staff should do a good job in sales from the perspective of salesmen

Edison once said: "there is no real genius in the world. The so-called genius is 99% sweat + 1% inspiration"; The famous God of sales promotion yuan Yiping also said: "the success of sales is 99% effort + 1% skill"; Joe killard also said: "the success of sales is 99% diligence + 1% luck.". It is undeniable that they are all successful people, so their words are reasonable. From these three sentences, we can see that any success has a price, and we need to pay a lot, a lot, and "inspiration", "skill" and "luck" are also indispensable factors for success, Think about it, we can get the following formula:

sales success = diligence + inspiration + skill + luck

do you agree with this formula

then how to do sales well has the answer:

First: diligence Brain, eyes, ears, mouth, hands, legs --- six times)

to do a good job in sales, we must be diligent, which is also a necessary quality for a business person. There is a saying in the marketing field: "the performance of a sales mediocre who spends all day with customers must be higher than that of a sales genius who stays in the office all day.". This sentence is very good, "diligence can make up for clumsiness"<

diligence is reflected in the following aspects:

first, study hard to constantly improve and enrich yourself

1. Only in this way can we be a "professional" salesman and win customers' dependence. Because we also have such a feeling: when we go shopping, or when others recommend procts to us, if the other party asks three questions and knows little, we will undoubtedly discount the things we want to buy and the impression of this person. When we go to see a doctor, we all like to look for "expert clinic", because we are so relieved. Today's advertising is also: China Mobile --- communication experts, jiumuwang --- trousers experts, Fangtai --- kitchen experts. Our customers are the same, they want to stand in front of them is a "professional" sales staff, so that they will accept us as a person, accept our company and procts

2. Learn and accept other knowledge outside the instry. Just like literature and art, sports, politics and so on, we should constantly learn from them. For example: how the NBA Houston Rockets win or lose recently, Yao Ming's performance state, Real Madrid's six big stars state, Bailey joined Real Madrid and so on, these are the materials for chatting with customers. How can there be so many things to talk about at work that you don't bother him. We can talk about our work in a few minutes. What should we do after we talk about it? We can't stand in the cold. We can find topics and talk with him about what he likes< 3. Learning management knowledge. This is to improve ourselves. We can't always stop at the current level. You have to manage the customers in this market. Customers are our God. To put it another way, they all work for us. After management, they give us more serum, and our sales performance will go up< Second, visit frequently

we must have the spirit of hard work. Business personnel are "copper head, iron mouth, rubber belly, Scud"

1. "Copper head" -- often bumps into a wall, not afraid to touch, dare to touch again

2. "Iron mouth" -- dare to say, can say. Being able to speak is different from being able to speak. Being able to say means that the person likes to talk and talk; Being able to speak means that although we speak little, we have content and can speak to the point. Therefore, we should be both bold and able to speak

3. "Rubber belly" -- often ridiculed, angry, so we should learn to be tolerant, self-regulation

4. "Scud" -- needless to say, is the "leg diligence" in Liuqin. And the action should be fast. If the customer has a problem and calls you, you should arrive at the first time as soon as possible. We have already knocked on the door before he put down the phone. The advantage of frequent visit is to keep a good relationship with the customer, so that he won't forget you if he doesn't go for a few days. Even if you can't go in person, you should call him to deepen his impression of you. In addition, we should arrange the itinerary to save time and effort and improve work efficiency< Third, use your brain frequently

it means to think hard, to think carefully about the root cause of the problem when encountering the intractable problem, and then to formulate the solution according to the situation

there are often some illusions in the sales work: sometimes the customer's appearance is very good, very cheerful, let you go away in a good mood, but you wait, there is no news. Sometimes it seems very unfriendly to us and even drives us out, so we may not dare to visit again. This is because we don't know exactly what the reason is, so we must calm down and think calmly so that we won't be misled< 4. Communicate frequently

people often say that "those who are in the game are obsessed", so we should often communicate with our leaders and colleagues about our own market problems. Other people's markets may also exist, so we can understand how they solve them. Maybe with the guidance of our leaders and colleagues, you will suddenly realize, find solutions to the problems, and improve together< 5. Summarize frequently

only by summing up can we improve. Whether it is success or failure, the experience and lessons are worth summarizing. The successful experience can be transplanted, and the lessons of failure will not make us repeat the same mistakes< Second, inspiration

what is inspiration? Inspiration is creativity and innovation. If you want to do a good job in sales, you can't stick to the rules. You need to break the traditional sales ideas and change the way of thinking to face the market. Inspiration is everywhere

1. When I suddenly know that the customer is ill, or that his relatives or relatives are ill, I am inspired to buy something and go to express my sympathy. This can break the deadlock. If the customer refuses at the beginning, he may change his attitude to purchase

2. Proct introction period: when the promotion was blocked, I suddenly learned that other manufacturers held a press conference. Inspiration, we might as well hold a press conference

3. When you go shopping, you see that the shoe seller has a shoe holder. Inspiration came. I called the epidemic prevention station and said I was bitten by a dog. Did you have serum? As soon as they hear that someone wants to buy it, they may buy it

Third: skills

What are the skills? That's the method, and sales skills go through the whole process. We are faced with a variety of customers, we must adhere to one principle: first, the best; Second, besieging Wei and rescuing Zhao; Third, it's hard and soft

there are three main stages in the process of communicating with customers:

first, before visiting:

1

(1) the advantages are: with a plan, there will be coping strategies in the face-to-face interview, because sometimes the improvisation strategy on the spot has little success

(2) in order to rece the communication barriers, we should think about the possible obstacles in advance and prepare the elimination plan in advance

(3) with careful consideration in advance, you can stretch and contract freely when on-the-spot changes, without panic

(4) with sufficient preparation, self-confidence will be enhanced and the psychology will be more stable

2< (1) determine the best time to visit. If you are going to invite customers to dinner, you'd better arrive about half an hour before work. If you don't want to invite customers to dinner, you'd better go and return early< (2) set the goal of this visit. What kind of purpose do you want to achieve through this visit? Is it to enhance emotional communication or to promote customer purchase< (3) possible problems and solutions< (4) prepare relevant materials. Remember whether there are any problems left over before and solve them this time< Second, ring the visit:

1. For example, from the point of view of salesmen, the purpose of our visit is to promote procts. From another point of view, from the point of view of customers, it is to treat customers as "targets"

2. The purpose of the visit is to focus on communicating benefits with customers. Don't just introce the proct itself, but focus on the benefits to customers. In this way, the psychological acceptance of customers will be greatly increased, so that we can communicate smoothly under the condition of mutual benefit between the buyer and the seller

3. Different customers have different needs. Each customer's situation is different, and their needs and expectations are naturally different, so we need to collect information, investigate and understand their needs before visiting, and then suit the remedy to the case

let's introce the "Fab" rule in communication

f --- fewture

A --- advantage

b --- bentfit

when using this rule, please remember: only when you clearly point out the benefits, can you move the customer's heart. From the standpoint of selling procts, it's easy for us to think that customers must care about the characteristics of procts. We always try our best to tell the characteristics of procts one by one to convince customers. In fact, it's not the interests of procts that customers care about. So remember, when applying this rule, we can omit F and a, but never omit B, otherwise we can't move customers' hearts< After the visit:

1

(1) take a little time to do it. Compare the results after the visit with the plan before the visit to see which goals have been achieved and which goals have not been achieved

(2) analyze the reasons for not achieving the goal and how to achieve it

(3) from the customer's point of view, think again about what you feel when you visit and what you don't do well enough

(4) analyze whether your attitude and behavior in the process of visiting contribute to customers

(5) in order to be more effective, we should think about where we need better improvement

2. Take improvement measures

(1) analysis is not enough. We should actively take improvement measures and improve our own defects and weaknesses in order to better improve

(2) "the world is only afraid of people who have a heart". For customers who refuse or reject, we should study more methods, find out the best scheme, and try again and again, which will surely bring good performance
first of all, you should be able to choose channels, understand the basic mode of sales channels and the types of sales channels
the factors that affect the sales channels include: market factors, proct factors, factors of proction enterprises themselves, government policies, factors of middlemen and economic benefits. Considering these factors and making a good plan, we can start the sales work

6. According to whether they own the ownership of goods,
middlemen can be divided into dealers and agents
the management of distribution channels includes the selection of middlemen, the incentive of middlemen, the evaluation of middlemen and the adjustment of distribution channels
the starting point of distribution channel is procer, and the end point is consumption, customer and user
the factors that influence the choice of distribution channels are mainly proct factors and market factors.

7.

Channel layout refers to the planning of channels, which specifically refers to the process of where or to whom procts or services are sold, defining the criteria for selecting customers, and finding standard customers according to the prior plan

the content of channel layout:

1. The scope of channel distribution, that is, the distribution area is the distribution area

2. The number of channels distributed in a certain range

3. Choosing a certain range of channel quality, doing something but not doing something, and choosing valuable channels are the most basic

extended data:

control strategy

the purpose of channel control is to establish a stable and controllable channel distribution system and market order; Maintain the reasonable profit margin of customers at all levels in the value chain, and establish a stable and win-win long-term cooperative relationship with dealers; Steadily and continuously improve the sales performance and profitability of the enterprise, so as to improve the brand reputation and release the brand power

strategy 1: market layout and channel adjustment

Secondly, according to the regional market capacity, proct maturity, channel structure requirements, the coverage ability of dealers and other factors, the selection and layout of the first level, second level (or third level) dealers are determined. Establish a channel network with reasonable structure and effective coverage. Especially in Guangdong, Jiangsu, Zhejiang and other pure marketing markets, channel depth and density must be fully considered to achieve effective coverage of the target terminal

strategy 2: reasonable quantitative and appropriate control of goods

quantitative and control of goods are closely related to market layout, which must be carried out on the basis of reasonable market division and channel layout. Reasonable quantitative: determine the net sales and sales indicators of each market according to the annual dynamic. Proper control of goods - control the quantity and speed of delivery according to the approved sales indicators, rece the pressure of goods, and make reasonable inventory

8. Channel sales is a kind of sales mode, the specific work is as follows: 1. According to the nature of your proct, you should first know where your customer base is, and collect customer information. If you do hardware, you need to go to the "hardware market" in your region. 2. The general development of channel sales, dealers need to visit the market. Talk directly with your intended customers. 3. In the process of just talking with customers, you need to know more about your company's procts and competitive procts, such as brand, proct structure, price, logistics, display, company support, etc. 4. Finally, select the most suitable customers for cooperation according to the intended customers.

9. Generally speaking, when manufacturers enter a new market for the first time, they often do not have a comprehensive understanding of the market overview and wholesalers. Usually, one or two business managers are sent to the wholesale markets in the provincial capital cities to visit the wholesalers one by one, distribute the general situation of the manufacturers and related publicity materials of the procts, and then negotiate with interested wholesalers after a round of distribution. We will also go to large stores to investigate the sales of competitive procts and the channels of wholesalers. Usually, after 20 days of investigation, the final result is that several wholesalers are willing to sell, but it still takes a lot of effort to get money from these wholesalers with image. In the case of weak appeal of enterprise brand, and the wholesalers basically do not recognize the enterprise brand, how can enterprises find suitable dealers in the new market smoothly, so as to quickly open the market



I: the advantages and disadvantages of enterprises in choosing agents

a good enterprise marketing can not do without a strong channel ability and a solid terminal operation of the dealer team. So what is the purpose of choosing agents<

1: let manufacturing and marketing separate

enterprises be responsible for building a good brand carrier. Give agents reasonable sales policy. On the premise of the enterprise's overall brand strategy, the agents carry out regional brand operation, do a good job in proct distribution, brand promotion and after-sales service, and jointly operate the market

2: rece enterprise risk and market development cost

selecting agents to operate the market together can rece the repeated setup of institutions; Use the sales network of agents to rece the channel construction cost. Manufacturers and agents are a community of interests, and other sales expenses such as entrance fee, terminal construction fee, promotion fee, and the salary of shopping guide can be shared with agents to rece the market development cost of enterprises

3: strategic coordination is difficult

the manufacturers hope that the agents can purchase more money, strengthen the channel construction and charge less from the manufacturers; The agents want the best proct quality, the lowest supply price, high profit, great support and low risk. Because some agents are not strong enough, they are not loyal to the manufacturer, or they do not invest enough energy in the manufacturer, so they do not implement the sales policy of the manufacturer, or the ideas of both sides are different

4: insufficient profit distribution space

both manufacturers and agents are independent economic indivials, pursuing their own profit maximization. With the fierce market competition and the change of channel pattern, the market development cost increases and the profit space decreases, which leads to insufficient profit distribution space for manufacturers. Now I talk about how to choose a good channel agent successfully<



Two: confidant:

1: understand the enterprise strategy:

only when you understand the enterprise strategy, background and financial strength, can you have a sense of belonging to the enterprise, and can you tell him your enterprise background and sales policy passionately, and he will also be infected by your enthusiasm, As a distributor, your procts will have the bottom of your mind., As the saying goes, "to sell a proct, first sell yourself."

2 understand proct knowledge, market positioning and market development ideas

you need to know your company's market development ideas, market positioning, proct grade, cost performance, proction process, performance configuration, usage, etc. So as to avoid embarrassment when talking with the agent<

3 understand our company's sales policy

1) distribution area

2) sales task

3) payment method (including freight)

4) promotion strength (including initial advertising and promotion)

5) after sales service (return and exchange)

6) sales policy (including year-end rebate)


7) quality and price


5) sales policy (including year-end rebate)

Understand the company's sales policy in order to do a good job in market layout, reasonable signing of sales area and task< br />