criteria for dealer selection
Salespeople often ask what kind of dealer we should choose. According to the current stage of marketing development, we should consider the following six criteria when choosing a dealer:
1. To put it bluntly, the strength of a dealer is, first of all, what business should we do if we have money, including financial, material and human resources. How to judge whether a dealer has the strength? For example, look at the registered capital of the dealer. Although the registered capital may not reflect the strength, the registered capital is only 1, yuan, and the strength is not much better. The author once developed a dealer, although it proved to be very successful. The only drawback is that the money that the dealer often buys is stretched. Fortunately, the goods flow quickly, and basically the problem is not big. Once he suddenly found that his company's registered capital is only 1, yuan, he suddenly understood. Another skill is to look at his warehouse inventory, and basically you can judge his inventory funds and liquidity. Let's take a look at the customers he cooperates with. If they are some large enterprise customers or large supermarkets, it means that the strength of customers is still good, because these customers are seriously pressed for money.
2. Is the dealer a dealer or a sitting dealer? The current business form of the dealer group is very different from that of 2 years ago. The original way of doing business by making a few phone calls in the shop or office is no good. If we carefully observe that the business of such dealers is getting smaller and smaller, it has long been surpassed by the younger generation. Now the dealers must go out and take the initiative to visit customers to seek orders in order to do business well. In addition, once you communicate with a dealer with a good idea, he has a clear understanding of the local market and his own business, such as how much sales he makes a year, what products he sells, what products he makes in quantity, what products he makes for profit, how to position himself and which channels he takes. On the contrary, some dealers are confused when they ask.
3. Market ability Manufacturers' products must be promoted by dealers. If they don't have enough market ability, the products will certainly not sell well. Investigating the market ability mainly depends on two aspects. On the one hand, looking at his offline network coverage and wholesale level, the general channels are wide and sinking, and the dealer's market ability is generally good. On the other hand, looking at the brand market performance of dealers and agents, knowing the past sales volume of agents' brands can basically judge their market ability.
4. Management ability Nowadays, many dealers have changed from mom-and-pop stores to corporate management. We can see if the dealers have special financial systems, warehousing systems, logistics systems and customer management systems, etc.
5. Word of mouth? Dealer's reputation is not good, which is usually manifested in the off-line customers' poor evaluation of him, and there are various disputes with other manufacturers. The author once had a bad reputation in a dealer in Shaanxi. When I visited the end customers, nine out of ten scolded him for his poor character and bad faith. Finally, fortunately, the boss didn't care about the specific affairs, and the customers only cooperated with him because of the salesman's face. Therefore, dealers with poor reputation can never cooperate.
6. willingness to cooperate? The understanding of the willingness to cooperate is very simple. The strong twist of the melon is not sweet, and the willingness to cooperate is not strong. Even if you cooperate, you will not pay attention to the agency brand, and of course you will not be able to make a good market.
The above six aspects are the selection criteria for opening dealers. Of course, some people will ask which of these six aspects are the most important. In my opinion, the first is the willingness to cooperate and word of mouth, followed by marketing awareness, market ability and management ability. The stronger the better, the better the strength is not. When the strength of dealers matches the market goals of manufacturers, the smaller the strength of dealers, the better, because it is easy to control.
Of course, in reality, dealers who can meet the six conditions are hard to meet, and there will always be some shortcomings and problems. Here are some typical problems to share
What should I do if I don't have time to choose a dealer carefully? Withdraw! If the warehouse is not suitable for dealers, it will be difficult to do it if the market is chaotic.
what should I do if the new dealer feels "bad" after cooperation? Change it now! Don't put it off, the longer it takes, the worse it will be, otherwise there will be more problems in the future.
is the product line of dealers longer or shorter? Short is good, choose a dealer whose product line is compatible with this product
What if a good dealer has no willingness to cooperate? Is the willingness to cooperate managed, or is it necessary to incite his willingness to cooperate (a good listing plan)? You can also reverse the channel and pull online cooperation through offline. There is another way to introduce dealers in neighboring areas.
That's all for the selection criteria and specific methods of dealers. In the next issue, we will discuss the opening process of dealers.