中小經(jīng)銷商發(fā)展四位一體要素(Fourelementsofsmallandmediumdealerdevelopment)

中小經(jīng)銷商發(fā)展之四位一體要素（Fourelementsofsmallandmediumdealerdevelopment）CoatingmarketanalysisChinesedecorationcivilianpaintmarketbegantorisefromthebeginningof90s,afterfifteenyearsofselfindulgencetypehighspeeddevelopment,atpresenthasbecomeincreasinglymature,fromthebeginningtonowdemandoversupply,increasingcompetition.Ontheonehand,duetotheoperatingprofitofattractive,attractedalargenumberofdealersagentsordistributionenterprisesengagedinnumerouspaintbrands,goldcoatingindustry;ontheotherhand,thevastmajorityofpaintenterpriseslackofcorecompetitivepower,especiallyinthetechnicalaspects,leadstoseriousproducthomogeneity,theperformanceissimilar,someenterprisesevenfish,shoddy,forceddead,alsowiththeinvolvementofdealers.ManagementstatusandmentalityanalysisofpaintdealersCompetitionintensifiedpaintmarket,fordealers,therearetwoaspectsoftheproblemcannotbeavoided:operatingcostsincreased,whileprofitsaredeclining.Mostdealerscanfeelthecrisis,begantolearnthesuccessfulexperienceoftheindustry,finance,energy,manpower,hardwork,hands-on,seventonine,butstillworkhard,income,somedealersaresteepedinthemarketforseveralyears,experiencedsetbacksandfrustrations,mentalandphysicalexhaustion,wheretowhere,inconfused.Asaresult,somedealersfacethehighlycompetitivemarket,lackofconfidence,opportunistic,orrelyonmanufacturerstoinvestintheirowninaction.Understandtheimportanceofbranddealers,butdonotknowhowtobuildthebrandsystem,highlyrespectedbrandadvertising,believethatadvertisingisbiggerandstrongersales;alsounderstandthetruth,butmaynotalwaysbefoundseveraltips.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,4SflagshipstoreGrocerystore: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.Tly,display(shopping),sales(sale),training(schooling)andservice(service).Aimistocreateaformal,standardized,strength,credibilityofthebrandandcorporateimage.?3,4Sflagshipstore?fortheowners,decorationcompaniesanddistributors:issecurity,strength,qualityassurance,standardizedoperation,restassuredtobuy,creatingpremisesfordirectmarketing.

there•:foremployees:asenseofbelongingandrespect,appreciationofspace,toachievetheirownvalue,toattractitsrealcommitmenttopaintcareer.Fourkeyelements?(two)personnelkeywordsmanagementbycompany?inordertoseizetheopportunityinthemarketcompetition,wemustmoveforwardtheterminal,themainbattlefieldforthenewlaunchoftheDistrict,Jiezhuangcompanies.Tostartintheownerswanttowinoverthedecoration,wemusthavepreconceivedideas.Directsalesrepresentativeisthemainbattlefieldofthenewforce,toundertakepublicitytotheowners,theimportanttaskofservice.Withit,thereareshoppingguide,deliverystaffandsoon.1,theroleofdirectsalesrepresentativestothedistrictoilworkers,owners,homeimprovementcompanies,furniturefactories,themainforceofdirectmarketing.•:themainwaysandmeansofeffectivepromotionofpopularity.?oneoftheprincipalcomponentsofaformalizedcorporation.•,chiefexecutiveofpre-sales,sale,andafter-salesservice.2,howtomobilizetheenthusiasmofpersonnel?•canachievewhatdirectsalesrepresentativesexpect:moneymaking,learningandpromotion.createasenseofbelonginginaformal,rigorousandfaircompanymanagementclimate.3,howtochoosetherightpeople?Highschoolortechnicalsecondaryschoolorabove;Age:18~30yearsold;Previousexperienceindirectmarketing;Diligent,abletoendurehardship,havetheabilitytoexpress.Prioritywillbegiventopersonnelotherthanthiscity.Fourkeyelementsofadvertising?(three)advertisingkeywordsaresmallandbigConsideringthesmallpaintdealerfinances,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,giftgivingandsooneachoftheaboveprocessservicesareprofessional,meticulous,considerate,makethecustomerfeelthestrengthandtheconnotationofthebrandpaint,intheformofwordofmouth,friendsandfellowcolleagues,relativesandothersocialcircles,unlimitedexpansionofthemarginaleffect.Theabovefourkeyfactorsareindispensable,mutualinfluence,mutualreference,relyoneachother.SeebelowDescription:A,directsalesrepresentativestofindthemainintentionofcustomers,homedecorationcompanies,distributors,etc.;BandH,customershavetheintentiontopurchaseorcooperatewiththedirectsalesrepresentativestoinvitethemtonegotiatewiththebrandpaint4Sflagshipstore.C,customerstothebrandpaint4Sflagshipstorevisit,keenlyawareoftheformal,strength.D,shoppingguidetowarm,thoughtful,dedicated,professionalspirit,toconquercustomertransactions.E,thedirectsellingagentreferstothefixedadvertisementwhichisputforwardbytheintentioncustomer,andappearsinthewell-knownbrand.Ftoenhanceawarenessthroughadvertising,throughdirectsalesrepresentativestodeepenthebrand'simpressionandawareness.G,professionalservicestoconquercustomers,toformagoodreputation,toachievethetwodissemination.Theabovefourkeyelementsisnotstrangeforsomedealers,somedealers,eveninthefactoryundertheguidanceofpersonallyoperation,whysomedealerscanoperatesuccessfully,andwhysomedealersarenotsuccessful,withbrokenhalberdsdefeat?Withaverysimplesuchastoillustratetheproblem:thesameisasetofboxing,whoplayedhackpeopleplayinglikeHuaquanxiutui,Goddoesnotliketheshape,Thekeyiswhethertograspthe"internalorgans,heartlaw"problem.Usedincoatingindustry,isthekeytomastertheoperationproblems.Threetipsforinvestment(a)investmentkeywordswillbenefitfrominvestmentintheentrepreneurialprocessofnewround,youmusthaveyourcouragetoovercomefearthewolfinfrontofpsychologicalcringe.Thesuccessofthedealershaveoverallmind,effortstocompletetheprocessofeyeslookfaraheadfromahighplane,dothepupa,completethetransitionfrom"business"to"entrepreneur".Insteadofrelyingonthem,theyplannedtoinvestinusefultoolstosellandbuildtheirownbrandsandcareers.Faileddealersstressedandrelyontheinputofmanufacturers,everythingisconcerned,carefulcalculation,donotwanttopayoutoftheirown,sothatdealersinthemarketduringtheoperationisnotdoingtheirbest,itisnotrelevant.Infact,justwanttomakeasimpletruth:thereisnowheretoreturntheinvestment,noinvestmenttoincomeisofcourseinvestmentspeculation;tohavedirection,havegoals,accordingtotheannualsalesplan,settheinvestmentprojectbudget.investmentadvice:locationanddecorationofthestore;•managementofrecruitmentandtrainingofpersonnelandwages;properoutdooradvertising;servicetools,suchasairlesssprayingmachines,andminivans;modelroom;formalofficespace;promotionaltools;ThreetipsforEntrepreneurship(two)entrepreneurshipkeywordentrepreneurshipmeanspaying,hardworkwillbesuccessful.•:importantadvice:dealerswhodonotsellatleast3millionperyeararenotallowedtoposeasbossesinfrontoftheiremployees.shouldleadtheiremployeescompetinginthemarketfirst,understandtheneedsofcustomers,graspthemarketdynamics,marketdevelopmenttoleavenostoneunturned.Bycontrastisthatsomedealersarenotplayingcardsteaandreadingnewspapers,issighingcomplain,blamemanufacturersdonotinvest,roadmarketcompetitiondidnotlast.•wanttostandoutinthefiercemarketcompetition,accountingforabsoluteadvantage,itmustaccountformorethan10%ofthemarketshare.Whetheritisjustengagedincoatingindustrydealersorexperienceddealersengagedinpaintindustry,beforereachingthistarget,suggestionsandtheiremployees,sixtonine,personalmanagement,knowledge,thebeginningofthesecondhardwork.•:takeadealerinShanghaiforexample:openthedoorathalfpastseveninthemorning,dobusiness,holdameeting,analyzeyesterday'sgainsandlosses,andarrangefortoday'swork.Atsevenintheevening,afterdinner,ledthedistrictdirectsalesstaff,visitonlyafterworktomeettheowners,untilteno'clockhome.Theresultwas3directsellers,astorefront,with2millionsalesayear.Theexecutionofthreekeypoints(three),implementationofkeywordmethodiscorrect,sparksoffirecanstartaprairiefire.1,understandthemarket,includingyourcompetitors.Tounderstandthelocalrealestate,thenumberofnewmonthlyopening,thedistricthasmanybuildings,eachbuildinghasmanylayers,howmanyunitsabuilding?.Whatisthetypeofhouse,whatgroupsarebuyingpeopleandsoon.Tounderstandthelocalpaintdealers,howmanydealers,howmanybrands,high-gradepaint,ormid-rangepaintpopular,orlowpricespopular?.Whatkindofpackaging,paintingsystemandstylearepopular?Understandyourselfandanalyzeavailableresources.Whethertheirownstoreshaveadvantages,whethertheirownbrandshaveanadvantage,howmanyoftheiremployees,everyone'spositionandexpectationsiswhat?.Howaboutthepositioningoftheproductssold?.Commitmentservicecandeliverintime?.Howmuchisthequantityofthegoodsandisthecashflowadequate?.Giveyourselfaniche,includingbrands,products,prices,channel