LED lighting companies need to know: the dealer's eight bottom lines can not touch
Changxing Mingwang Rubber & Plastic Technologies Co.,Ltd. , https://www.cxmingwang.com
The dealer is the market partner of the manufacturer and is the community of destiny. In the communication with the dealer, the dealer's eight bottom lines, don't touch it! Let's remember it together. 1. Product quality problems are plagued by multiple product quality. The problem is inevitable, but the troubles for the dealers have come. In addition to affecting the sales performance and the credibility of the customers, there are two points that are most troublesome for the dealers: 1. Few companies can compensate for the quality problems caused by the original price. Losses, especially indirect losses caused by reputational damage, cannot be compensated. 2. Quality issues lead to consumer disputes. Many small and medium-sized business teams have fewer people, which is more convenient and convenient. Hand over consumer disputes to dealers. If the products are hot and profitable, the dealers will do a good job. If the products are not competitive, the problem will be frequent. The dealer will give up the product just around the corner. Second, the business personnel changed too frequently, and promised that many enterprises could not be honored due to treatment problems, development platform problems, management problems, etc., causing frequent replacement of salesmen, especially those with fixed salary, salesmen in order to allow dealers to purchase more goods, messy Commitment, the bonus to the customer promises not to cash in and choose to leave, and the company will not honor those false promises, the most injured is the dealer. Third, the shortage of goods makes people upset. Many companies do not make the connection between sales and production, resulting in a shortage of products for some items. When the dealer made the money, it was very annoying to find out that the goods were out of stock: 1. The funds could not be returned. 2. The goods had to be adjusted to the delivery plan, resulting in some products exceeding the expected purchase volume, while some products were zero in stock. When the goods were delivered to the terminal, the sales performance declined due to incomplete items. At this time, the cost of delivery was not reduced due to incomplete items, and the profit was reduced. Fourth, bundled sales make people annoyed that many companies have prosperous products, but also slow-moving products, in order to digest the slow-moving products, often take the method of bundled with the prosperous products. The size of the dealer is a boss. Of course, I don't like to do things under the pressure of Others. What's more, no one has accepted the bundled sales when the product is delivered to the terminal. At this time, the dealer can only promote the profit of the prosperous products to promote the slow-moving products. The lower profit margins also irritate downstream customers. 5. Mandatory money is very safe. Dealers who operate a product will of course be very careful, and operating a variety of products will be distracting, so many marketing executives like to use the method of occupying client funds to force them to operate their own business before the peak season of the product. Products, of course, such companies must have good market sales based. Although dealers enjoy a relatively high value policy, forced wages will still make people feel uncomfortable. When higher-margin products are placed in front of them, the contradictions may intensify. Sixth, the delivery cycle is long. Due to the cumbersome delivery process, the long distance of distribution, the imperfect logistics system, and the operation of the company's funds, the company is not timely. If a hot product, the long delivery cycle will make dealers extremely disgusted. Seven, the market costs are divided into levels, sales support is not fixed, many companies can not bring a complete promotion plan to the dealers, just give the framework, the dealers themselves look at, while telling the expense reimbursement ratio according to sales volume and sales tasks Proportion of the rate, below the completion rate of a task, cancel the cost support. As a dealer, avoiding the risk of expenses is an important task. When they are not sure about reimbursing the fee from the company, they would rather choose less or not to do it. Over time, they will be captured by competitive products. The market share, many products are so dead. 8. Excessive use of dealer fees The dealer's money is used for profit, not for the company to take up. In other words, if the dealer has limited strength, barely run your product, if you take him too More costs will result in the dealer being passive at the time of sale.