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There are no friends in business, only interests. As the regional distributor of the manufacturer, the distributors of the subordinates are cut off for the sake of profit. This kind of thing happens in the domestic market. As a distributor, although it feels angry, what can it do? In fact, business cooperation is mutually beneficial. If one of the partners feels that their interests are about to be threatened, he will certainly take some actions. We also often see that the distributors have hardened their wings and cut off the total distribution, but this is risky. If the total distribution takes crazy retaliation, the distributors may not be able to eat and leave; in turn It is normal to say that the total distribution has cut down the distributors, but there are several situations: First, the distributors take revenge, there are two forms in this, taking the goods and quickly distributing similar products, hitting with the advantage price. The original product; second, the distributors resorted to the law to recover their fairness.
Since the total distribution in the market disregards the painstaking efforts of the distributors for many years, it is unfair to the distributors to take drastic measures to extract the fruits of victory. Therefore, as a distributor, when a cooperation agreement is reached with the total distribution, Whether it is verbal or textual, it should be prevented, and in the future business, we must take the initiative to prevent being cut off by the general distribution. So where is the distributor’s initiative?
I feel that we need to start from the following aspects:
First, the contract is bound: brother, clear account
The relationship between many distributors and total distribution is good, especially in the initial stage of product launch, the total distribution will also support the distributors as much as possible, and the distributors will also think that they have encountered a confidant. It is possible to increase the sales volume in exchange for greater support from the manufacturers. Therefore, the cooperation at this time should be the honeymoon period. The distributors often commit the mistakes at this stage. In business cooperation, the interests are the decisive factors in cooperation. The initial stage is to make clear the words, take into account the interests and powers of both parties, including the details of the cooperation, and then write the agreement in the future, which will lay the foundation for long-term cooperation. Be the first to be a villain, a gentleman, a brother, and a clear account.
With the constraints of the contract, at least on the legal level to establish a protective wall, to prevent the total distribution of unloading and killing, breach of trust. No matter how good the relationship with the total distribution, when the interests are not reconcilable, the contradiction will always appear. At this time, the contractual agreement will become the front line of the distributors. At least the total distribution will not be cut without warning. By losing your dealership, this gives the distributor time to find a solution.
Second, information gathering: look at the wind direction, find countermeasures
As a distributor under the general distribution, it is necessary to collect the manufacturer information (the information of the manufacturer often affects the decision of the total distribution). In this process, several aspects must be done:
First, when using the factory business personnel to visit the market or help the general distribution to do the distribution, close the relationship, and explore the new policies and marketing strategies of the manufacturers. As the first-line personnel in the market, they will know more information, not only The company's, important information of similar companies, they may also know everything, so, through close contact with the sales staff of the factory, look at the new trends of the manufacturers, the trend of the industry.
Second, pay more attention to the industry news of their own products, corporate news, if there are conditions, often go to the company's website to see, some companies have internal magazines, as much as possible to collect, do some research;
Third, between peers of similar products, although they are peers, they still have common topics. Under normal circumstances, they will inquire about each other's sales policies, sales volume, company or online dealer support;
Fourth, distributors operating the same manufacturer's products, because of their different regions, different market environments, different competition situations, can communicate with them more, this aspect can contact the feelings of peers, on the other hand, they can explore each other's operations. The method of the market is more important about the sharing of information. If there is information that is unfavorable to the distributors, they can be combined to form a synergy. For example, the policy of total distribution to different distributors is different, and market support is also different. These information are some of the weights negotiated with the general distribution during the operation process.
Collecting such information from the market must be good at analysis, be good at using it, and be good at it. If you are unfavorable, you should actively find a solution and try to deal with potential problems in the bud.
In fact, the collection of these market information is to do better for their own business, on the other hand, to prevent changes in the company or changes in the total distribution, if you do not prepare in advance, you will inevitably suffer losses. In some cases, it is the manufacturer's policy to cut off the distributors, in order to strengthen the control of the market. It is determined by the company's development strategy. Sometimes, it is driven by the total distribution interests, and some distributors in the basic mature markets are cut off. Since the distributor has not signed a perfect contract with the total distribution, it relies entirely on the verbal commitment or the cooperation relationship established by trust, so the distributor is squandered.
In order to prevent the total distribution from cutting you off before you grow up, you must look at the six roads, listen to the eight parties, always pay attention to the changes in the market, and even knock the drums for the general distribution. Think of the countermeasures in advance, if the total distribution cannot be completely In order to maintain the stability of the market, in fact, the sales volume continues to grow. Under normal circumstances, the total distribution will not rashly act.
Third, do a good backup: eat one, hide one
Let's take a look at the distributor's own situation, most of which are in the third- and fourth-tier markets, and some of the first- and second-tier markets. It is hard to get the product done. The total distribution must be backed up, clearly that the market is its own. What was done with a sweat and tears, but now it was taken away by the students? What should I do?
We know that general computers have automatic backup functions. In fact, this is a self-protecting setting. If the skin of the human body is stimulated, it will automatically shrink. This is actually a kind of self-protection. Under normal circumstances, as a distributor, you can't drop yourself on a tree. Don't put all your eggs in one basket, that is, put all your energy on one product. There are also special circumstances, such as Wahaha. What has been adopted is the business model of the joint sales body. Gree air-conditioning adopts a cooperative or joint venture to operate the market. Therefore, these dealers can go all out to do the market. As a distributor, there is a layer of separation from the manufacturer, whether it can reach an agreement with the total distribution, whether it can reach an agreement with the total distribution to establish a joint venture market, this is unknown. Therefore, as a distributor, you must have sufficient preparations, in addition to operating core products, there must be substitute products.
Of course, some products are not allowed to operate in multiple varieties. They can only be franchised. If they are franchised, they need to have standardized contractual constraints and market policy support. Otherwise, if the total distribution cuts you down, it will be a heavy loss. If the distributor has a backup product, at least not worry about suddenly losing all the market.
Do backup is very particular, if the management of the factory is not strict, you can have different products of similar products, such as the difference in price (operating high-priced products, etc.), or there are differences in the channels (such as taking food and beverage channels, etc.) This complements your own product line and increases profits. If the total distribution or factory management is strict, it is not allowed to operate similar products. If you think that the market prospect of the products you are operating is good, then you can take the method of stealing the column and change the column. You can pick up similar products for your friends and relatives, etc., or simply In terms of products that do not conflict with core products. There are always many ways to do this, but you have to run other backup products on the premise of doing core products.
You have a backup product, of course, not afraid of the total distribution to cut you, maybe you have some losses at the time, but you manage your backup products with care, even to fight the original products, for the total distribution, this can not be said to be a Threats.
Fourth, master the key elements: not more important, but indispensable
As a distributor, if your own interests are not trampled on by the general distribution, you must control the core elements of the market, so that the general distribution feels that you may not be more important, but it is indispensable.
We know that distributors are mainly faced with two groups: one is the end customer and the other is the consumer. The focus of these two groups of people is on the end customer, and only through the distribution of many end customers, the product can be truly converted into consumption. In this case, the distributor may also play the role of market cultivation. For example, some milk distributors, doing activities in the community, ordering milk to the home, and directly contacting consumers, this is a kind of customer resources. But most of the distributors are the end customers, and the end customers are numerous and scattered. How to make such a terminal network firmly in their own hands, it is not important to make yourself a market, but An indispensable role. If the distributor has a wide range of social relations in the market he controls, he can often do group purchases, so the establishment of the group purchase relationship is a scarce resource.
Although there are many end customers, they will also be divided into three, six, nine, etc., to seize the key 20% or more, so that these important customers become their own hardcore, in this case, at least can also compete with the total distribution. a weight.
In addition, the relationship of government functions is also a resource. When your own interests are threatened, it is necessary to take some unconventional means to defend your own interests. Of course, the better way is that when you are constantly strong, the total distribution will not be swayed by the scarcity or strength of the resources you have. Maybe you are not a better distributor under the general distribution, but your presence is indispensable in this market.
Jiaxin Ceramics Crafts Co., Ltd. , http://www.czjxceramics.com