中小经销商发展之四位一体要素Four elements of small and medium dealer developmentWord格式.docx

中小经销商发展之四位一体要素Four elements of small and medium dealer developmentWord格式.docx

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Facingthereality,wewillprovidereferenceandsuggestionsforthesmallandmedium-sizeddealerswithannualsalesvolumebelow3million!

Ihavepersonallyguidedandledtheteamtohelpmorethan1milliondealerstoachieveaqualitativeleap.TakeadomesticcoatingbrandAmarketasanexample,themainchangesarereflectedinseveralaspects:

1,salesandprofitgrowth.Annualsalesincreasedfromlessthan1milliontomorethan3million,netprofitmarginremainedat20%.

2,theestablishmentofacorporateorganizationandmanagementstructure,activatethevitalityofthebusinessteam.Fromthestaffmanagementsystemtotheconfidentialworksystem,nearly15rulesandregulationshavebeenpromulgatedandimproved.Highlyattractivesalaryscheme,fullymobilizetheenthusiasmoftrainingandincentivemeasures,sothatdirectsalesrepresentativesinfinitevitality.

3,brandawarenessrapidlyimproved,expandingmarketshare.Onthethreehundredbuses,advertising,plusbusinesspersonnel"

carpet"

propaganda,visibilitygreatlyimproved,10newdistributorstojoin.

4,enhancethestrengthofdealers,fulldevelopmentpotential.Thenewinvestmenttwo120squareregularstores,witha"

modern"

sonatacar,buyanew5importedairlesssprayingmachine,directsalesrepresentativestableataround15.

Ithink:

smallandmedium-sizedpaintdealersshouldrecognizefourkeyelements,familiarwithandunderstandeachother,howtocoordinateeachother,andcooperatewiththeuseofessential,masterthreekeysisthepremise.

Fourkeyelementsofthestore

（1）storekeyword4Sflagshipstore

?

therapiddevelopmentoftherealestateanddecorationindustry,coupledwiththemediareports,paintbegantobemoreandmoreownersunderstandandconcern,notyetfamiliarwith.Theproportionoftheowner'

sindependentpurchaseisbecominglargerandlarger,andtheproportionoftheoilworkersisbecomingsmallerandsmaller.Thisisalsowhatthepaintdealershopeandintendtostrivefor.Buttheownersofthecoatingsarepoorlyunderstood,independentbuyexistencetobecheated,afraidoftherealpriceofgoodsisnottherealpsychology,suchastandard4Spaintbrandflagshipstorecalledout,inordertoreduceandeliminatethepsychologicalowners.

1,paintstoreevolution:

grocerystore,4Sflagshipstore

Grocerystore:

aretailshopthatbeganwithretailcoatings.Itwaspopularin-----1998in1992.There'

snosuchthingasimage,location,decoration,display,makingmoney,buyinggoods.Marketcompetitionisweakanddemandexceedssupply;

Store:

torealizetheimportanceofestablishingbrandpaint,begantoredecoratetheirstores,from1999-----2003,atthetimeofmanufacturersnotperfect"

storescanincreasesales,onbehalfofastrongbrand"

undertheguidanceoftheconcept,havebeguntosell"

"

.Marketcompetitionstrengthened,supplyanddemandbalance.

4Sflagshipstore:

animportantcomponentoftheoverallmarketingofthemarket,reflectingthebrandandthecompany'

soverallstrengthandimage,andonlyequippedwithotherelementsofmarketoperations,toplayitsfullfunctionandrole.Themarketcompetitionisfierceandsupplyexceedsdemand.

namely,display（shopping）,sales（sale）,training（schooling）andservice（service）.Aimistocreateaformal,standardized,strength,credibilityofthebrandandcorporateimage.

3,4Sflagshipstore

fortheowners,decorationcompaniesanddistributors:

thereissecurity,strength,qualityassurance,standardizedoperation,restassuredtobuy,creatingpremisesfordirectmarketing.

&

#8226:

foremployees:

asenseofbelongingandrespect,appreciationofspace,toachievetheirownvalue,toattractitsrealcommitmenttopaintcareer.

Fourkeyelements

（two）personnelkeywordsmanagementbycompany

inordertoseizetheopportunityinthemarketcompetition,wemustmoveforwardtheterminal,themainbattlefieldforthenewlaunchoftheDistrict,Jiezhuangcompanies.Tostartintheownerswanttowinoverthedecoration,wemusthavepreconceivedideas.Directsalesrepresentativeisthemainbattlefieldofthenewforce,toundertakepublicitytotheowners,theimportanttaskofservice.Withit,thereareshoppingguide,deliverystaffandsoon.

1,theroleofdirectsalesrepresentatives

tothedistrictoilworkers,owners,homeimprovementcompanies,furniturefactories,themainforceofdirectmarketing.

themainwaysandmeansofeffectivepromotionofpopularity.

oneoftheprincipalcomponentsofaformalizedcorporation.

#8226,chiefexecutiveofpre-sales,sale,andafter-salesservice.

2,howtomobilizetheenthusiasmofpersonnel?

#8226canachievewhatdirectsalesrepresentativesexpect:

moneymaking,learningandpromotion.

createasenseofbelonginginaformal,rigorousandfaircompanymanagementclimate.

3,howtochoosetherightpeople?

Highschoolortechnicalsecondaryschoolorabove;

Age:

18~30yearsold;

Previousexperienceindirectmarketing;

Diligent,abletoendurehardship,havetheabilitytoexpress.

Prioritywillbegiventopersonnelotherthanthiscity.

Fourkeyelementsofadvertising

（three）advertisingkeywordsaresmallandbig

Consideringthesmallpaintdealerfinances,advisingclientsinthelocalinvestment5-8yuanfortheoutdooradvertisingofthefixedform,outdoorbillboards,buses,signs,putlotsofbuildingmaterialsmarket,theareanearthecrossroads,etc..Releasetimerecommendedfor6-12months.

1;

advertisingimplementationwiththesmallestinput;

thekeytothebiggesteffect:

formsandputlotsofchoiceismainlytodirectdistributorandendcustomerrepresentativesinnegotiationstoreawakenexaggeratedreferences,customersseethedejaadvertising,advertisingcommunicationeffectsecondtimes.Ifdirectsalesrepresentativescanfindthreeownersaday,15directmarketingrepresentativeswillbeabletoreportto45owners,thebrand'

srateofreferencewillbeexpandedby45times,repeatedmanytimes,butalsodeepenedthebrandawareness.

2,theroleofadvertising.

enhancebrandawareness,increasetheowner'

sbrandidentity,restassuredthatthepurchase.

increasetheconfidenceofdirectsalesstaff,toachieve"

airsupport+groundfollow-up"

excellentmatch.

increasedistributor'

sbrandidentityanddevotethemostenthusiasmtoitsbrandpaintbusiness.

withawell-knownbrandofgestureandhomeimprovementcompanycooperation.Conversely,itcanberecommendedforthehomeimprovementcompanywhenitisrecommendedtotheowner.

Fourkeyelementsofservice

（four）servicekeywordprofessionalbuildwordofmouth

pre-salesservices:

wallareameasurement,wallpHtesting,sheettypeunderstanding,andsoon.

saleservice:

paintdosagecalculationandvarietyrecommendation,effectdisplay,buygiftpromotionandsoon

aftersaleservice:

freeairlessspraying,delivery,fulltrackingservice,returnvisitafterdecoration,giftgivingandsoon

eachoftheaboveprocessservicesareprofessional,meticulous,considerate,makethecustomerfeelthestrengthandtheconnotationofthebrandpaint,intheformofwordofmouth,friendsandfellowcolleagues,relativesandothersocialcircles,unlimitedexpansionofthemarginaleffect.

Theabovefourkeyfactorsareindispensable,mutualinfluence,mutualreference,relyoneachother.Seebelow

Description:

A,directsalesrepresentativestofindthemainintentionofcustomers,homedecorationcompanies,distributors,etc.;

BandH,customershavetheintentiontopurchaseorcooperatewiththedirectsalesrepresentativestoinvitethemtonegotiatewiththebrandpaint4Sflagshipstore.

C,customerstothebrandpaint4Sflagshipstorevisit,keenlyawareoftheformal,strength.

D,shoppingguidetowarm,thoughtful,dedicated,professionalspirit,toconquercustomertransactions.

E,thedirectsel