At present, all FMCG industries and enterprises are implementing a revolutionary action leading to channel - channel sink. Many international giants such as: Coca-Cola, Procter & Gamble are all in the development of county-level rural network of dealers and spare no effort, so that rural people have made Coca-Cola to drink a cola dollars, P & G is 9.9 yuan hit Rejoice. The reason why this county and town market and taken seriously, nothing less than the nearly 2,800 counties in control of nearly 900 million farmers and rural consumers. Of many famous brands Robust, Wahaha, Diaopai other and settle down to the root of the success.
But the majority of county and township and rural market share is not easy because of our large county, but the terrain is scattered and high logistics costs; while commercial non-standard, channel overlap, the general purchasing power is not high. This determines the selection and training at the county level dealer channel for the successful formation of sinking, and rural network is extremely important.
In which county-level dealer status: First, the overall market size small, single-product turnover low; Second, the market is not standardized, this is because the county border between the villages is difficult to control; third, consumption poor, as the South County and the northern prefecture-level city is almost the same, but some northern counties is small, and mainly depend on agricultural income; 4 is well-known brands and large companies mainly concentrate on the years above ground-level mass market or capital market Sisha for find it difficult to take into account the small town, so the county seat for some new marketing ideas and means of poorly understood; 5 business environment is not standardized, the channel is difficult to control.
County-level dealers characteristics: First, do not regulate themselves, the majority rely on the wholesale market for distribution-level; second, low quality, generally from the original county-level wholesale dealers or distributors transformed from the backward thinking, no modern marketing sense. There are of course some of the young dealers emerging relatively good; Third, its strength is small, capital, personnel, warehousing, transport capacity less; 4 is poorly managed, on the market of modern management, business management, basic nothing know, most remain in the relatively primitive state; 5 is the lack of marketing skills and awareness of feelings and habits of the major sales with customers; 6 is excessive pursuit of profit mentality, not the brand brought the concept of wealth, just to get rich quick.
With the expansion of the factory and in-depth market demand significant township, county dealer embarked on important business arena, because of this, county-level dealers should seize the opportunity to quickly master the sales skills and management experience to manufacturers seek win favor. Because the county is bound to focus on dealers with the industry, that several large distributors monopolize the market. A county-level dealers may be about the pros and cons of a product or even brand of life and death. Terms as county-level dealers, not in-depth study of theory and sophisticated marketing management, more important is the actual use of sales techniques and full of enthusiasm.
According to many years of marketing practice, repeatedly concluded that the dealer must have the eight county sales techniques to market competition in the future to obtain the initiative, and know yourself:
A county-level dealers selling skills: selecting the brand and product portfolio
Any time, a variety of marketing elements, the product is still the most important. For the purposes of any dealer, in order to become bigger and stronger, leaving manufacturers to support it is impossible (unless very special circumstances). So choose a good brand is essential to rely on, every dealer is facing two major confusion: First, well-known brand or a big brand marketing, sales and secure. But manufacturers such as financial officers demanding, task of re-sales and low profits; select Although manufacturers of small brands that require low and profits high, but sales did not protect, promote difficulties.
In this case, the dealer wants bigger, try to choose a well-known brand, would rather endure the conditions of high, and then select the number of potential brand and product as a supplement and preparation, and focus on the promotion. And manufacturers can jointly promote the general market, dealers will get up the confidence of manufacturers, the local people will get the respect of the industry and help establish their brand, and can bring profit to the dealer. But remember to select the brand time must be conflict, without anti-victim, not a manufacturer is willing to own dealers also distribute the same time the main competitive products. This is bound to cut into manufacturers do not trust or other dealer preparation and transportation to do their own will contradict each other, there is no primary and secondary. Unless the dealer to have special means of monopolizing the market, manufacturers are generally reluctant to choose such a dealer; if not the attention of well-known brands that dealers try to select some areas although the brand well-known brand or a general, but very good quality products shipped to do so must be able to endure loneliness, that is, to put up front do not make money or even the risk of loss.
Good brand or product portfolio is the most critical success factors, how a combination of the best of food as an example: When a dealers Zhiming brand of instant noodles, then he should choose some less well-known for Chang shelf life of Chunjingshuihuo other types of beverage products; If the dairy business, then he can choose bread, pastries, but also select some of the longer shelf life products.
County-level dealers selling techniques 2: terminal business is God, control batches Business
Composition is generally at the county level channels: distributors - wholesalers county or township wholesalers - retailers, wholesalers and rural county that which wholesalers known as "second installment of" second installment of the role of the lovable and detestable. On the one hand they are mercenary, wholesale and retail sales is relatively large; the other hand, plays a random delivery, price cuts and other indiscriminate destruction of the market. As for the second installment of the dealers around very easily and do nothing, the best way to solve this problem is direct delivery terminals, weakening the second installment of functions. Relying too much on batches, but to recognize the role of commercial batches. The preliminary operation in the market, retailers can be treated as a second installment of a unified for the price, price cut for the good or the second issue of changing commodity prices higher for 2-5%, if the second installment does not accept the goods, here the role of product mix took full advantage, you can all stop the supply. Of course, the strength of the smaller dealers are headache, can not supply, stand a while, but the second issue in many towns are required to supply their own supply adjacent units on the other to the fact this is his control of the market in disguise behavior (of course, does not rule out the price to drop close to the behavior of households), of course, can not for this one, otherwise the shipping cost was too high to resolve this matter is very simple, for personal delivery on it. In short, in order to improve the ability to control the market must achieve high distribution rate, to reduce the impact of commercial batches.
Three county-level dealers selling skills: good delivery price control
Direct supply terminal operators said above, the most important one of the aims is to control a good price. A product to market, if not control, become blind promotional price, a stop when the promotional product immediately die, not die in the consumer, but die in the channel, once the low-cost products targeted at consumers, it will inevitably lead to terminal commercial batches are lost business profits, unless the high rate of name to purchase, or will certainly fail. Therefore, good control of the price system is to improve the product life cycle, to maintain the fundamental stability of profits.
Dealers receiving the new product, the first to develop a good price, manufacturers generally only require the lowest shipping price, but only suggested retail price, so this is the best dealer pricing strategy is "to promote high-priced high." As the saying goes: New priceless, although there are many similar products in the market, but as long as there is a selling point, not hinder the high price. High pricing is to ensure that products have to promote the key to success, not to promote any product space are not successful, but space is controlled by the hands of manufacturers or distributors. Only with sufficient profit to ensure the protection of the interests of all channel members in order to arouse their enthusiasm.
Dealer delivery of high prices have to take some appropriate policies such as: the cumulative return of cash awards or gifts, etc., at the same time to understand the product a unique point, to justify the high prices, some are willing to direct the terminal or wholesale price cuts getting goods, which must be rejected, start new price positioning in the minds of consumers is very important. If you still do not allow consumers lower prices are affordable.
Four-county dealers Skills:-selected courier
I have observed many dealers porters, give me the feeling of "wood", the awareness about this and distributors. Delivery staff is basically a driver, without any marketing experience and skills, and most dealers did not attach importance to the role of porters, a few hundred dollars a month, and often replaced, which makes the delivery person to become the wood. In fact, dealers in the county courier service personnel should act as the role of most of the county-level dealers simply do not want to hire business, if also slightly better in the county, townships and towns is the relatively high cost. So development of the dealer in terms of sales-type porters have a good "value for money", if a good retailer and more each day courier to send out a box of goods and profits of one yuan per case, per day to send 30, earn 900 yuan a month, not counting savings fares, fuel costs or repeat delivery costs.
Five county-level dealers selling techniques: the best time to master delivery
Many distributors deliver very hard every day, but sometimes it does not get much out of goods, this is why? Largely failed to grasp the best delivery time. As we all know, the market is fully open, and other distributors of similar products also send the goods, if he first sent you a step, taking into account the financial pressure that retailers and marketing risks, certainly do not wish to leave goods. Therefore, the pick-up of retailer psychological: one to master the general delivery 8-12 pm in the morning is the best, mainly part time retail sales yesterday, while other suppliers also make up the future and goods. Some deal with the morning delivery of quality retailers; second try not to eat or sales in the retailer when busy to go, he had no time to communicate with you will inevitably have an impact on the remaining goods; 3 is at issue or the main and retailers need to be developed tour or communications, because at relatively retailers are not too busy, can be relatively much time. Of course, during the festive season is when can, but usually during the holiday season should take care of passengers love the poor more retailers, which will help develop the market gap and increase the number of loyal retailers.
Six county-level dealers selling techniques: it is necessary to retailers Yahuo
County-level distributors to retailers Yahuo is a consensus, because there are several benefits to retailers Yahuo: First, retailers are basically cash balance models (except supermarkets), not only has not paid the pressure, the opposite could also increase the amount of sales improve cash flow; second'm leaving retailers can sell goods on his behalf, because the retailer knows his sales ability; Third, market share, financial and warehouse occupied by retailers, who stay for your product, would be less selling other people's; Fourth, retailers, psychology is not a last resort are generally not return or transfer goods, tried every means to digest their own because they know its not easy to exchange cash purchase at the dealers, and dealers will often objectionable exchange, on behalf of their sales ability, the right to speak would be greatly reduced. So retailers Yahuo is necessary, but Yahuo to emphasize skills and customer intelligence, and Yahuo not to collect pressure, pay attention to several points: One control retail sales of capacity, or expired products will cause a large number of clinical impact cooperation; second is to establish a good relationship between customer intelligence, and retailers have a good relationship, to obtain the basis of trust is Yahuo; third, or a short shelf life of new products do not a lot of Yahuo; Fourth, look for reasons to give Yahuo, such as a purchase amount based more incentives.
Seven county-level dealers selling skills: commitment to transfer replacement
Not a retail dealer is willing to transfer replacement, because not only resulted in exchange delivery costs, and re-selling is difficult. However, the current competitive situation, the conditional transfer is to win the trust dealer replacement, the importance of good customer intelligence tool, but also one of the reasons Yahuo. Especially for short shelf-life products or new products, the retailer will not transfer replacement great psychological pressure, there will again refuse to enter a date for this product, it is difficult for retailers to promote their products with. And when other big retailers, distributors not to transfer the case of replacement, the dealer is beneficial for small and medium service cards, and retailers will quickly establish the trust. Indeed, when normal market operations had not lost a large number of transfer replacement. Dealers promise to transfer a replacement, but try not to promise returns, or return to some adverse retailers saw a surge in malicious return.
County-level dealers selling techniques 8: occupy a favorable position end, good end-standardized
As the business developed county-level market, the average county a handful of decent supermarkets, especially in villages and towns. Therefore, both the terminal chaos, but also difficult, in this case, who lead the way in the terminal standardization, who will occupy the market opportunities. Therefore, standardized terminals, vivid is the need to do, to do county-level standardization of the advantages of the terminal is: First, low cost, simply put, as POP, signage, and empty boxes, price tags to simple propaganda tool, terminal operators not only will charge high fees, very grateful to the contrary, serve two purposes; second is to stimulate consumers to buy, such as: do express the price, consumers want to be led to purchase psychological, not wish to be recommended, in particular, recommended business, which is why the supermarket important reason for the rage. The face of retail outlets, only one or two to express the price will undoubtedly promote consumer purchase probability.同时还可通过价格牌写明原价和特价，当然特价就是实际零售价；三是一般县级零售店不象地级把产品摆到最好位置需要交纳堆头费、货价费，把产品放到最好位置只需给零售商一点好处就可办到，当然检查督促必须要跟上。可以想象如果一个县城加乡镇共有300家零售店能做好150家，就能造成你的产品遍地都是的感觉，有什么理由能让消费者不信任和不购买呢？
一言蔽之，如果充分掌握并运用以上销售技巧，你恐怕想不成为一个好的快销品经销商都难。