How to find a dealer

1. Find a "good wife"

Looking for a dealer is like looking for a wife. If you find a good wife, you will be happy for a lifetime. If you find a bad one, you will be miserable for a lifetime. What kind of dealer is best to find? Everyone will definitely say: "Of course we need to find people who have strength, ability, network, car, and connections." This is our general principle for investment, it is an ideal state, and it is also wishful thinking.

Three phenomena of finding a wife:

First, everyone wants to find a wife with good conditions. Men are generally like this: they all like to find someone who is young, beautiful, gentle and graceful. But good ones may not be suitable for you. Is Gong Li beautiful? pretty! But she may not want you, and she may not be suitable for you. If you find a wife, although her conditions are very good, she is very arrogant. She will show off to you every day, do nothing, talk to you about food and clothing all day long, buy this today, and buy that tomorrow. , who calls you back and forth all day long, and you work with her like a cow, a horse, and her slave all day long. If you find such a wife, you will bring bad luck to her for eight lifetimes, and you will definitely not be happy. The same goes for strong dealers. Because they are powerful, some people are more powerful and will make such and such requests to you. Sometimes they even make many harsh demands that are difficult for you to accept. If you cooperate with him, there will be no profit margin. (This means that you can’t climb high and you can’t settle for low places.)

A strong “wife”: knows how to show off.

First, she generally does not spend too much time and energy promoting a brand that is not well-known in the local area.

Second, she may "step into several boats" at the same time, distributing the products of her rivals as a bargaining chip.

Third, if she has a strong sales network, it is not necessarily a good thing for us. Because his online channels may become an important reason for market dumping.

Fourth, although we can use his popularity to quickly open up the market, due to the unequal strength, we will inevitably be restricted by the other party. Channel control is the focus of everyone's struggle. If we choose a big middleman, we are likely to lose control of the channel.

She may even "coerce the emperor to control the princes" and you may "coerce the market to control the manufacturers", or adopt an attitude of "rejecting the emperor's orders" towards us. If we indulge her, It will anger other dealers. This trend will inevitably weaken our ability to control dealers, undermine trust among manufacturers, worsen relationships between manufacturers, and ultimately destroy the market structure.

Secondly, they won’t find fault. If you find a person in the basement and you say to him: Have you seen the sun? Even if you talk to him for a long time, he will say that he has not seen it because he is at this level. If you say to a person on the fifth or sixth floor: Have you seen the sun? He will immediately say: I see it! What I mean by this is that if you find people who have no quality, no experience, and no understanding, you can talk to them for a long time and spend a lot of time and energy, but to no avail. This is called removing the oil and not letting out the light, which is a thankless effort. If you talk to a savvy person, he will immediately draw inferences and draw inferences, and he will do better than you.

Of course no one will just find one. Everyone knows this truth, but in the actual operation process, there is often a phenomenon of "matching the dishes", where the dish is picked into the basket. Why? Because good dealers are difficult to find, some people will "pick mushrooms" when they see them, thinking that the more the better, and the more they order, the more sales they will have. It is better to find more than just one. This is a wrong concept. This way the probability of success will be low. If you pick up a poisonous mushroom, it will cause endless troubles and cause you a lot of trouble, and your market will be destroyed in his hands.

When a dealer collapses, it seems to be the dealer's loss and has no impact on the company. In fact, this is not the case. One is a waste of your time and energy, and the other is it affects our image. Although the dealer's failure is his own fault, other people don't know it, so it will have a lot of negative impacts on us. Others will think that your XXX is not easy to sell. If you want to develop other dealers, it is better to It's difficult. Third, when we enter a region, dealers are limited. If a local dealer fails, it means the loss of the market in this region.

I am talking about these things today to illustrate a truth: suitable is the best, and inappropriate is not good no matter how good it is. Whether it's good or not, just like wearing shoes, only you know. Inappropriate and forced to be together is a pain for both parties.

You must learn to give up. If there is no suitable one, I would rather not give up.

Please remember this sentence: choice is more important than hard work! Behind every successful man there must be a good woman!

How to choose? In this regard, I have three points of experience:

(1) Don’t hold an umbrella for the strong

The meaning of not holding an umbrella for the strong is not to “shave your head and bear the burden”, Begging him humbly and fawning over him in every possible way, as if he is indispensable and the earth would not spin without him. The more you beg him like this, the more disrespectful he will be, the more he will raise his tail, and even doubt you. Your strength, your company, and your product are just a piece of stinky beef that cannot be sold, and you will become more passive in the future. Instead, you should be confident, neither humble nor arrogant, stand tall and confident, show him your advantages and selling points, tell him the benefits of cooperating with us, and tell him so that he does not dare to look down on you. In particular, let him know that cooperation is a win-win situation. It is not a matter of who asks for whom, but the common needs of everyone. You have to tell him: I came to talk to you today, not about whether to cooperate, but about who to cooperate with. At this time, you can come up with a little trick: Find a few people in advance and ask them to call you every once in a while. It will appear that your business is very busy and there are many people looking for cooperation with you, creating a rush-to-grab situation. The more intense the rush, the more attractive the items become. The more no one cares about something, the harder it is to sell it. It is obviously a good thing, but if you are not good at creating a hype, the thing will not sell either. The question is whether you can build momentum and whether you have such inciting power depends on your skill. It can be said that different people will definitely have different effects and intensity when talking about it.

(2) Not emboldening the weak

What is not emboldening the weak? For dealers with poor abilities, don’t spend too much time and energy on them. The law of the market is: support the strong but not the weak. This is like a bank loan. The more profitable you are, the more it begs you for a loan; the worse you are, the less it will give you a loan. We should focus 80% of our time on those with potential, because people with poor quality cannot be trained in the short term.

Although people with poor abilities will not make too many demands on us and will work hard to push goods, we must see that dealers with too weak channel capabilities are unable to sell goods to the terminal. This is what kills us. Because the goods cannot reach the terminal, it means the death of the market for us. Therefore, we must do things that are productive.

(3) Sitting on an equal footing, flying together

The so-called "sitting on an equal footing" means that everyone respects each other, no one should show off, each has his own advantages, and everyone sincerely cooperates in doing business .

To give a vivid metaphor: "Today's manufacturers have three types of relationships: one is a prostitute, one is a lover, and one is a couple":

The first is the "prostitute style". You give me money, and I will provide you with services. We all exchange equal amounts. After the work is done, we lift our pants, slap our butts, and walk half way down the road. We don't owe each other anything. You don’t know me outside, and I don’t know you either. This is called a one-shot deal. "The cousin is ruthless, the actor is meaningless";

The second type is the "lover-like" relationship. We get along very well and are very happy together. You are affectionate and I am righteous. We are together and in a good mood. When we have time, let's all get together and have fun, whether it's good for you or me. But in essence, you are you and I am still me. I have my family and you have your own affairs. After all, you are not your wife. This relationship is not close. If there is any disturbance, it may change and she may fall into the arms of another person; this kind of person is unreliable.

The third type is a "couple-style" relationship. We all eat from the same pot and sleep in the same bed. What's yours is mine, and what's mine is yours. We are one and the same. *** We are of the same body, no matter what happens, our bones are connected with our essence, and no one can escape. We share blessings and share hardships, so we are husband and wife. If our cooperation is this kind of "husband and wife" relationship, we must consider the long term and establish a win-win joint sales relationship.

Several misunderstandings:

First, do not treat others as long-term partners, do not sign long-term contracts, just use them temporarily, use them as a springboard, and fall out once the market is opened. Don't recognize people. This kind of "myopia" will seriously dampen the enthusiasm of others.

Second, treat agents as your subordinates, condescending, and think of yourself as a leader, as if you are awesome because you are a manufacturer, as if others are trying to get you to come. But he doesn’t know that there are so many products now. If you are awesome, I don’t have to cooperate with you and find someone else. You are the only one. My office does not consider the actual situation of the dealer, such as whether his inventory is reasonable or how big the actual sales volume is. It desperately asks others to pay for purchases and complete tasks, and stimulates his enthusiasm with year-end rebates. It does not pay attention to daily market maintenance and support. Some dealers told me: Usually people disappear and cannot be seen at all. When making a payment, they show up when they want money. Usually I don't get his help and support at all. Even if you have less promotional support, you can verbally talk about some methods and help do something, which will make you feel better.

Third, they believe that the more favorable the policy, the better. The more favorable the policy, the higher the enthusiasm. It seems that if you don’t give the dealer some benefits, he won’t sell to you.

What do you think of this problem? First of all, if we give too much "profit", dealers will develop a habit of dependence, be unwilling to make progress, and rely too much on our policies. Sometimes they use "policies" to coerce us, forcing us to continue to provide various preferential conditions, otherwise we will be threatened with "slowing down work". Nowadays, some markets are like a "vegetative person" who wants you to feed him every day. If you pull out the "esophageal tube", he will die.

You need to let him know that we are matchmakers, but we cannot arrange marriages, and we cannot arrange for you to get married and have a son. Everyone is an independent boss and does his or her own business. I just provide you with a good platform and good conditions to do your own thing. Policies only serve as an incentive, but you have to do things by yourself. No one can replace you and ensure everything is done. And this kind of support cannot just be given in the form of money or goods, but must be given in the form of advertising, promotional items, and training. Just like a child, you cannot let him sit in a wheelchair all the time, otherwise he will never learn to walk. You should let him practice, crawl, and grow through exercise. Children are all born from falls.

Support should be based on the "base", not the "standard", and should enhance his own "hematopoietic function".

2. How to find your "wife"?

1. Advertising.

This method is mainly suitable for enterprises with few business personnel, the company wants to quickly develop the market, or the enterprise's products have a certain degree of popularity and are in the late stage of market development, the sales network is relatively sound, and competitors' dealers and Dealers of related products have no intention of cooperation. If you want to further expand the market, you need to find potential dealers with idle funds. However, there is no way to find these dealers through business personnel, so you can only dig out these people through advertising and investment. .

Of course, this method is more expensive, and people nowadays are more cautious when choosing projects. Especially when our products are not well-known in some areas, people are often not interested. , the effect of investment promotion is not very obvious, and a lot of advertising fees are often spent, but no suitable dealers can be recruited, resulting in a waste of resources.

Therefore, the advantage of advertising investment is that it spreads widely and can find many potential dealers that business personnel cannot find. The disadvantages are high cost, low investment quality and poor pertinence.

2. Business personnel visit to attract investment.

This method is mainly suitable for the initial launch of new products and the market development stage. This method is also a method commonly used by our XXX.

The advantages of this method are that it is highly targeted and fast, and can save a lot of advertising fees. The disadvantage is that it is impossible to find potential dealers with idle funds, and it requires high quality of business personnel.

How to visit and solicit investment? First of all, we need to investigate the situation in this area and make a directory. The directory should include the address, name and phone number of the boss. Then divide it into sections and sweep the streets one by one. If possible, drive there by car, or call him and invite him to a coffee shop to talk. If the company's image is good, you can invite him to the office for a discussion and use three-dimensional methods (wall posters, publicity boards, product display cabinets, VCD and other tools) to impress the other party. This is one-to-one communication. There is also communication between pairs of groups, which has been discussed before and will not be discussed in detail here.

How to find the dealer you want?

1. Poach competitors’ dealers.

Bill Gates once said: “Where is the talent? He must be somewhere.

Where? Just in another company! Those who apply with application letters in hand are not necessarily real talents. Because they are talents, they have been poached by others long ago. "

There are many "headhunting" companies now. What do they do? They specialize in recruiting people. I have a friend who is in this business. He always says: "I specialize in selling people." 'of. "Many companies understand this. Otherwise, how can this industry survive?

Why poach competitors' dealers? Because this is the fastest way. Because he is familiar with this industry and uses He can quickly start the market, but it is not easy to find him. How to find him? Find three types of people:

(1) Distributors who are not very good. Sometimes it is not the fault of the dealer, but the lack of support from the manufacturer and poor management, so we can "acquire" dealers like this.

(2) Dealers. Some operators do not handle the relationship well with the manufacturers, have wrong ideas, or the manufacturers do not fulfill their promises, do not give what should be given, and do not support what should be supported, causing dissatisfaction and centrifugal force among dealers. We can persuade him to work with us.

(3) Dealers who are well-run and satisfied with the manufacturer. This type of dealer has relatively high loyalty to his manufacturer, and he does this now. , it is impossible for you to ask him to give up, but we can use the price difference between XXX products and competitors' products and the different target audiences to persuade him to open another store. This will not have much impact on his current store. It’s the best of both worlds.

2. Distributors of related products: Related products refer to products that are related to or distribute similar products to XXX, such as food and beverages. , health care products, medicines, alcohol, etc. Due to the correlation of these products, their business methods are also very similar, so it is easier for these dealers to intervene. Moreover, these dealers have certain sales experience and financial strength, as long as they have certain sales experience and financial strength. If you speak well, it will be easier to cooperate, which is one of the key points of our XXX investment promotion.

3. Potential dealers with idle funds

Nowadays, many people have nothing to do at home and are busy. People who have a little money, are tired of sitting at home, and always want to do something. For example, retired people, laid-off workers, etc. can be persuaded to work in XXX. But these people have no business experience and are more cautious in doing things. You can tell him: "Our company will provide you with training and guidance, and you can return it if it cannot be sold. "Relieve his worries. If these people do well, they will become our excellent dealers. There are many examples of this in the "1001 Stories" we compiled this time.

3. How" "Marry"?

How can we quickly and effectively make dealers feel confident about cooperating with XXX? In addition to the one-on-one communication model, there is also a one-on-one group communication model. I will focus on the "one-on-one group" communication model here. method. We organize an investment meeting, choose a higher-end hotel, and invite people to the hotel in a certain way. 10-20 people can open two tables and hold the investment meeting in a relaxed and lively atmosphere. Yes. This model is more friendly and very practical, but it is only suitable for small-scale investment meetings, because the number of investors in an area cannot be very large, usually around 10-30 people, and renting a venue will seem empty. When you don't know him at first, if you invite him formally like this, some dealers won't come. If you get him through one-to-one communication, he doesn't need to come, and this one-on-one approach The efficiency is relatively high and you can play the role of a master negotiator (because one-on-one communication requires higher quality of salesmen, and the quality of current salesmen is uneven, and the effect of one-on-one communication is very poor). Three-dimensional. After the staff arrived, they didn’t say anything. Everyone ate and exchanged business cards. In the middle of the meal, they could sing karaoke. The host said: “Everyone can sing and eat at the same time. "Then the VCD will be played to introduce the company, and then we will get to the point. Then the staff will bring out some relevant information and policies, and each person will prepare a laptop with a wireless network card for one-on-one consultation to answer questions. It is more popular and has a good atmosphere, so the effect is better. It should be noted that all personnel must be neatly dressed and reflect a corporate culture.

At the investment meeting, we can start from the following points. Start from the following aspects:

1. Show the strength of the company and let dealers understand the glory of XXX.

At first, the dealer did not understand XXX. If he wanted to cooperate with XXX, he must trust XXX. How to make him trust? In addition to talking, you also need to use persuasive tools, such as VCDs, honorary award certificates, media reports, etc. to bombard him.

2. Establish a model market to allow dealers to see their future.

It is not enough to just talk about attracting investment, dealers must also see real things, which requires the establishment of model stores and model markets. The power of role models is endless. By visiting model stores and model markets, dealers can't sit still and have the desire to do something big, making them feel that this is my future.

3. Describe the company’s vision and create dreams for dealers.

At the meeting, XXX's long-term plan should be described, so that dealers can feel that it is an enterprise with great development potential and that cooperation with XXX is promising.

4. How to help the dealer sell the goods and relieve his worries.

To tell dealers XXX’s operating mode, we have formed a model from the layout of the store, the placement of products, the training of shopping guides, business management, promotion and promotion, etc. This mode is simple and easy to operate. As long as you operate according to this mode, you will succeed. Generally speaking, what dealers worry about is not that the investment is too high, but how to sell the goods after purchasing them. The distribution model can make dealers feel that XXX is not letting dealers sell by themselves, but that XXX is helping them sell together, allowing dealers to eliminate their worries.

5. The dealers have their own experience. If you can do it, I can do it better.

At the investment promotion meeting, you should ask outstanding dealers to speak out, introduce your experience and performance in cooperation with XXX, and use specific figures to illustrate the benefits that XXX has brought to you. Through the dealer's introduction, we can dispel their concerns about the product and let them feel that if others can do it, I can do it too.

6. Experts brainwash and resolve worries.

First tell a story about the celebrity shimmer effect. Based on this effect, we can ask industry experts to analyze the lactic acid bacteria industry and XXX products to enhance their credibility and confidence in XXX. Dealers usually come to meetings with questions. We can ask experts to answer their concerns at the investment meeting. Experts' answers are often much better than our own "huangpo sells melons and brags about himself". This is the shimmer effect of celebrity.

7. The business personnel follow up and strike while the iron is hot.

After the investment meeting, follow-up should be carried out within 48 hours to further eliminate his doubts. If the time is too long, he will forget about the matter. Therefore, business personnel should follow up in a timely manner, pay multiple visits, and use the residual heat of the investment fair to strike while the iron is hot to achieve cooperation.

4. How do "husbands and wives" get along with each other?

I talked about the relationship with dealers above, and now I will talk about how to deal with dealers. When we deal with dealers, we must take the initiative. Either you control them, or they control you. We must not be led by dealers. Once a controlled state occurs, the entire market will be deformed, or even the network will collapse.

Therefore, when we deal with dealers, we must be three parts aggressive and two parts gangster. We can compromise, but we must not let him think you are weak and can be bullied. The kind of person who can't speak at all can't do this business.

When I first joined the industry, because I had been working in an agency for a long time, my business management still had the aura of an agency. I managed everything in the agency style, but later I found that it didn’t work. The first company I worked for was a large hotel with more than 150 people. It should be said that their quality was generally low. They were rude and would bang tables and benches at every turn. Especially some chefs, who Slap the knife on the table. Later, I also contracted a school for the children of the automobile factory. There were many well-connected women who were transferred from the workshop. They were all relatively experienced. You were not good at writing, and sometimes you couldn't talk to them about big things. Later, I learned through training. . If they are reasonable, just follow them. If they are not, it will be useless to try to reason with them. You must "treat others in their own way" and be a bit more aggressive, and you will be able to calm them down.

I also have a friend who is the secretary of the Youth League Committee. When he was in the government, he also had a wrinkled resume. Later, he was transferred to the county to be the secretary of the county committee and worked at the grassroots level. One time I met him and I found that he had become "coarse". "I have learned a lot, and my style of speaking and doing things has completely changed. I didn't understand it at the time. Later, after I went to work, I understood it after practicing in the grassroots society for a period of time. The environment creates people and the fittest survive, otherwise the work will not be carried out.

The devil is one foot high, and the Tao is ten feet high. If people do not bully me, I will not bully others. If people bully me, I will definitely defeat them.

Anyone who has ever been married knows that the more you pamper your child and spoil him, the more you will harm him.

People are greedy, especially businessmen. Some dealers rely on their own performance and often make demands of one kind or another, which often makes us miserable. If you agree to him, it will be a violation of discipline. If you don't agree to him, your sales performance will decline and your bonus will be lost.

“The customer is always right, but that does not mean that every request of the customer must be obeyed.” This is the criterion for safeguarding corporate interests and maintaining good customer relationships. We must have principles and strategies. Never spoil your dealer, because a spoiled dealer will fall out with you at any time.

When you are negotiating with him, don't show him all your cards. When you are solving a problem, don't be too cheerful, otherwise, he will think that this matter is easy to solve and there is still potential to be tapped. Everything you give him is a matter of course, and his appetite will become higher and higher in the future. , you will become more and more troublesome and unable to fill his throat. Some people say: "The throat is as deep as the sea." This makes sense.

You should let him know that everything you gave him was obtained after a lot of hard work, so that he will be grateful to you, and he will think that you are not only good for him Make money, and still help him make money.

There is a saying: A good marketer should "shake hands at both ends and hug in the middle." The so-called "two ends": dealers and media. The so-called "middle" is the consumer. Just have a good relationship with them. But you must have a good grasp of it.

To put it in one sentence, this degree is: close but not close, sweet but not greasy. There is another saying: Don’t be as fiery as the sun, be as gentle and calm as the moon. After that, it's no longer fun, and you can't afford it. If you don't play well, you'll get burned. This is like having a lover, if not, your reputation will be ruined and your family will be ruined, so remember it!

The same goes for supporting him. Once the support goes too far, the dealer's strength will inevitably expand rapidly. As we all know, "The shopping mall is like a battlefield, and peers are fiercer than tigers." This is often the case in business wars: the "tiger" with its full teeth and claws may counterattack its original interest partner at any time. By then, our unique and slightly dominant position in the industry will likely be replaced by him.

I have learned from this painful experience that if you want to make a comeback, it will be too late by then. You will be powerless and have no other choice. By then it will be too late!

How to deal with dealers correctly? There is a saying: "Respect dealers like a Buddha and guard against them like a thief." Everyone must pay attention!

1. Respect dealers

Why should we respect dealers? Because she is your wife. Respect is the most basic business ethics. Don't treat others as subordinates, fools, or simply tools to make money. You are smart and others are not stupid either. Because businessmen are rich people, they have ideas, experience, and their own way of doing things. They need to be respected and not play tricks on others.

2. Long-term cooperation, sharing the joys and sorrows

One day is a blessing for a couple, and everyone wants to have a golden and silver wedding, sharing the joys and sorrows. When it comes to channel management, you must have a long-term perspective and not consider temporary interests, because stable channels are the prerequisite for stable sales, and the stability of channel groups is essential for the consistency of sales policies and market maintenance. Actual operations have also proved that stable dealers bring far greater benefits to the company than frequently changing channels. Every change in access means risk and expense. Don't consider changing the channel unless absolutely necessary. Of course, we also train the second and third teams to deal with emergencies at any time.

3. Teach methods and skills

“If you receive a fish, you can only eat once; if you teach a fish, you can use it for a lifetime.”

We Not only should dealers be given fish, but more importantly, dealers should learn how to fish. We not only want dealers to make money, but also teach dealers how to make money.

We must support and guide the development of dealers. If the dealers' distribution management level and sales ability improve, the sales volume of our products will also increase.

4. Help him make money

"Man perishes for money, birds perish for food", "Businessmen talk about profit, it is natural and right". Benefits are the link of connection. People come here for benefits. This is human nature. If you can't make him make money or make too little money, and you beat him to death, he won't work with you. If he can't make money, our carefully constructed sales network will fall apart.

Distributors choose products based on two criteria: making money and delivering goods. In fact, the ultimate goal is to make money, it's just one direct and one indirect. If your product cannot make customers make money, then your product must be able to bring goods to customers so that they can make money from a large amount of goods. If your product neither allows customers to make money nor allows customers to bring goods, they may abandon you one day.

If your product can neither make money for customers nor bring goods to customers, and the dealer still has no objection, then you have to be careful. Either he has a brain full of water and is wrong, or he is trying to trick you. You, harm you.

In short, dealers must be "induced with benefits, supplemented with technology, and used to resist U.S. aggression and aid Korea to conquer the market."