Vision control
Vision is the business leaders to consider a top priority. No vision of a soulless corporate enterprise is not promising. Although the generally low quality of domestic distributors, but for companies planning must have their own vision. Enterprises on the one hand to use the market to prove their outstanding performance, on the other hand enterprises should continue to describe their good prospects to distributors, dealers recognized the company's philosophy, business development strategy, approved the company's key leaders, Even if the policy being inappropriate, the product being a problem, dealers will not care about. Vendors can be carried out in three ways:
1. High-level visits and visit businesses: direct to corporate executives and dealers to communicate and exchange for the establishment of personal contact. Enterprises through the development of top leadership to convey ideas and vision of business development prospects, this move will allow dealers to better understand the present and future business.
2. Internal publication: published regularly address business leaders, local market conditions. Best offer dealers column for comments and suggestions dealers as part of a publication. Publications issued periodically to the dealer's hands.
3. Dealer meeting: business dealer meetings held regularly, at the meeting on the performance of good dealers in recognition and encouragement. The introduction of the policy of the company, prior to the convening of meetings to discuss dealer.
Brand control
Stand the perspective of channel management, product branding through the impact on consumers, the impact of the completion of the entire channel. As a dealer must also establish their own brands, but the dealer's brand can play a role in the channel, the role of the consumer less. Dealers often the brand is attached to the main products of the brand agency, there is no vendor support, dealer's brand value is compromised.
For the dealer concerned, the role of a brand product loud what is it? Is profit, is the sales, is the image, but the key is sales efficiency. In general, the selling price of the product is transparent and competition fierce, but not necessarily the main source of profits, but the best-selling product marketing efforts need to distributors is relatively small, so relatively low cost of sales dealers, but also will lead to sales of other products. This above from other products to make up for profit, and because sales faster and improve the turnover rate of capital dealers.
So as long as the company established itself in the consumer level, a good brand image, they can exert influence on the channel. To bring the brand to the distributor by sales, reduced costs and bring efficiency and control of sales channels.
Service control
Dealers generally weak management capacity than the company. Companies have professional finance staff, sales staff, managers and marketing personnel. Many dealers in the development of a certain period of time after a very wanted to accept the management, marketing, human resources, and other professional guidance, some want the help of a number of university professors, or professional consulting firm to help him improve the management level, often end Faxian each other unable to meet their real needs, can not achieve their expectations, the cost is relatively high.
Advocated by the modern marketing consultant-type sales can be designed to solve this problem. The so-called consultative selling is the business of sales representatives not only to sales to distributors, but to help dealers improve sales efficiency and reduce cost of sales, increase sales profits. That is a sales representative for distributors is a solution. This solution can not only solve the current dealer profit problems, he can solve the problem long-term profitability.
Terminal control
Consumer goods industry a way to use the most direct control of the terminal, under the direct control of distributors at home. The fundamental purpose of control of retail outlets, is to give retailers the first recognition product, brand identity, company identity, not the first recognition distributors, manufacturers have to grasp this problem in the distributor when the switch to the new retail channels without affecting sales. There are several specific measures:
1. To establish basic file: make retail distribution maps, the establishment of retail stores files, the establishment of the main staff files, files set up rivals to establish dealer files, set up the basic situation of companies files. These files should be regularly updated in regular time, to ensure the accuracy and completeness of basic information.
2. The establishment of retail outlets, members of system: there are some enterprises set up a membership system for retail stores, regular activities, increase the retail and manufacturer links.
3. Promotion: Business promotion should be put into the terminal, or even shop at retail stores reward rewards and activities, the only way the result of promotional activities have maximum impact, carry out such activities can only enhance the consumer and enterprise feelings. Enhance brand impact.
4. Training staff: retail sales clerk in the role played by the greatest. A very good cost performance products, if staff does not actively recommended, even against this product, its fate can be imagined. On staff training can increase corporate and product identity. Help staff a comprehensive understanding of product performance and targets to increase the sales techniques.
Control interest
Remove the control of dealer services, but also in the interests of control, give the dealer enough interest. In other words, corporate profits to the dealer to be greater than the dealer's net profit. Only this time, will allow dealers and businesses, "break up" when regret is the company have the final say, is control of the dealers live.