Sales, in terms of its object (content), there are two types of sales, one is the product, the other is the service (strictly speaking, the service is also the product); in terms of sales channels, there is channel sales (one sale) ) and terminal sales (secondary sales) issues. Most of today's cellular board enterprises generally combine channels and terminals. Channel sales are mainly to find, develop and maintain agents, and then promote the products to subordinate distributors through agents. This can save a lot of manufacturers; energy and quickly The enterprise resources of the live honeycomb panel are quickly cut into the market; the terminal sales mainly rely on the cellular board enterprises to directly plug in the terminals, and the honeycomb board enterprises develop their own retail outlets or self-built specialty stores to sell face-to-face with consumers (also called direct sales). Or assist the agent to sell the terminal.
Generally speaking, channel sales are fast, profitable, and do not need to invest too much energy. As long as the channel is managed, it is not conducive to the cultivation and maintenance of the brand image of the honeycomb panel enterprise, but the terminal sales are mainly Relying on the strength of the honeycomb panel enterprise itself, the financial, material and human resources invested are large, and intensive cultivation is required. The profit is relatively thin, but the honeycomb panel enterprises have strong control over the entire market, which is more conducive to cultivating the own brand of the honeycomb panel enterprise. Sales with channels can be described as different. Honeycomb board enterprises choose channel-based or terminal-oriented. Cellular board enterprises need to decide according to their own specific conditions. There are no advantages or disadvantages. Many cellular board enterprises tend to pay equal attention to both. After all, ;effectiveness is the last word.; ;.
As for the specific sales techniques and operational skills, due to the different specific services of channel sales and terminal sales, different sales strategies should be adopted.
Channel sales, acting as a partner of the agent
Channel sales are more about leveraging strength, relying on the resources of channel providers to use them to expand the market. So for the manufacturers, the main job before them is how to establish a relationship with the channel dealers (mainly agents), how to supervise and manage the channel vendors along the strategic deployment of the manufacturers, go forward, in the channel When they are;biased;, how should they be corrected? When they are confused, the honeycomb board enterprises should act as a bright light to illuminate the future. As far as the cellular board enterprise is concerned, when it comes to channel sales, the cellular board enterprises need to play the following roles to strengthen themselves, otherwise it is difficult to maximize customer satisfaction.
The first role, the strategic partner of the agent. Aspirations can be combined. Manufacturers should be aware that the relationship with channel providers is a mutually beneficial and equal strategic partnership. The reason why the manufacturer chooses a certain channel is because the channel provider can assist the manufacturers to promote the product distribution, and can realize the rapid return of funds and the realization of profits. The reason why the channel vendors select this honeycomb board enterprise among many manufacturers, The statement recognizes or adapts to the direct economic benefits that the cellular board;s culture, marketing model and products can bring. Further, it is the bond of interest that closely links the two. If the honeycomb board company does not realize this, it will not be able to position itself. It is difficult to say that the cooperation will last for a long time.
The author once served a honeycomb board enterprise on a project. The honeycomb panel enterprise is a honeycomb panel enterprise that produces controller switch replacements. Because of some difficulties in marketing promotion, I sought some help from the author. In order to fully understand the specific situation of the honeycomb panel enterprise, I arranged to travel with the vice president of marketing of the honeycomb panel business to inspect some of their key markets. Wherever I went, I heard some complaints. The support promised by the sales policy could not be fulfilled, the local advertisements were not supported, the internal processes were chaotic, the write-off costs were not timely, etc. Of course, many merchants also targeted Sexually made some valuable suggestions. At the end of the trip, the vice president said that the author was greatly shocked: ;Look, complain more and still ask us to eat and drink, go back and give gifts. Don;t take them seriously.; Imagine, With such a honeycomb board enterprise as the leader, can the honeycomb board enterprise do a good job? The honeycomb board enterprise does not correct the relationship between the two parties from the bottom of the heart.
The second role, the agent;s think tank. Nowadays, in a society where commodities are extremely rich and fiercely competitive, and it is also a society with extremely developed information, then in the process of dealing with channel dealers, a very important role of honeycomb board enterprises is to act as a partner trainer, think tank and Consultant.
How do cellular board companies conduct systematic training on management skills, product knowledge, and business negotiation for channel vendors, and how to plan for the near-term vision of channel vendors. In particular, it is more important for cellular board companies to conduct “personal services” to channel dealers through sales representatives, such as developing regional marketing plans for the channel providers, making reasonable suggestions for some problems in management, and so on. In short, cellular board enterprises must ensure that channel operators have continuous competitiveness and can keep up with the needs of the times and the development of cellular board enterprises. After all, from the theoretical point of view of marketing, the investment required to develop a new customer is to maintain old customers. 5 times. For example, Hewlett-Packard Company has established a dealer university, and the US group selects very high-quality dealers to enter the university to study for MBA. On the one hand, they cultivate the current adaptability of the channel providers, on the other hand, they are also potential competitors for the honeycomb board enterprises. A strategic reserve.
The third role, the communication of information and the share of the problem. How to establish a fast channel between the cellular panel enterprise and the channel provider, so that the latest information about the cellular panel enterprise, the industry and even the competitors can be edited and conveyed to the partners, so that they can “have a good heart” without being confused. It is also an important means of guarding the corners of other honeycomb panels. In addition, the charcoal in the snow will be more able to impress the channel than the icing on the cake. When there is a problem with the partner and even face difficulties, whether the honeycomb board enterprise and its sales representative can integrate into it, and put it in a difficult position to solve the problem. If the conditions permit, whether the policy can be tilted, special services, etc. Ways to solve difficulties. When the channel dealers face new problems, they will jointly come up with ideas and solutions, which will help the relationship between the two parties.
