How to manage distributors and second batch dealers in the FMCG industry 5

Based on years of understanding of the FMCG industry, Marketlink believes that good dealer management should meet the following points:

1. Data management.

The comprehensive grasp of dealer information is very important for FMCG companies, but at present, it is difficult to count dealer information, and the data is not comprehensive enough and other factors make FMCG companies very headache. At this time, with the help of an advanced dealer management system, it can help FMCG companies quickly and effectively collect dealer data, so that enterprises can understand the advantages and disadvantages of dealers from all aspects of data, and it is more convenient to statistically query the relevant information of dealers.

2. Input-output management.

The input and output data of dealers is the most important data for FMCG companies to evaluate dealers, and real-time tracking of dealers' input and output data by FMCG companies is very important for FMCG companies' decision-making guidance.

3. Communication management.

Let dealers be familiar with the company's new products, various policies and regulations and operating procedures;

Let dealers have a smooth channel to feedback opinions and suggestions to the enterprise;

Let dealers see what the future trend looks like and guide them how to move towards the future;

In fact, every dealer wants to use the company's various policies to seek maximum benefits for themselves. Clear policies, regulations and operating procedures allow dealers to no longer doubt the company's operations. If coupled with the various guidance and constraints of business personnel, the dealer must have a better performance in obeying management and constraints.

4. Visit management.

There is no forever loyal dealer, only by constantly strengthening communication and cooperation with dealers, will we cultivate loyal dealers. This is especially important for the FMCG industry. Through the visit management module of MarketChannel, the management of FMCG enterprises can manage the marketing personnel to track and manage the number of visits to dealers and the results of each visit.

5. Order management.

It is convenient for dealers and responsible dealers to inquire about the sales of orders, so that dealers can clearly understand all the relevant conditions of their orders.

6. Bill management.

Bill management makes it clear that dealers are very concerned about the statements with the business.

7. Inventory management.

Distributors' inventory information is a data that all FMCG companies are very concerned about, and with the help of the MarketChannel platform, dealers or salespeople in charge of dealers can manage inventory, so that FMCG companies can quickly understand the inventory information of dealers.

Commodity economy and society, a product to be sold to thousands of sellers, inseparable from the hard work of dealers, so it can be said that leaving the dealers, leaving the market, so how to establish close cooperation with dealers is particularly important, dealers have become the parents of the enterprise. The success or failure of dealers is related to the vital interests of manufacturers. As the saying goes, water can carry a boat or overturn a boat; Success is also Xiao He, defeat is also Xiao He!

Si Yiwen suggested that for successful dealers, we are the icing on the cake and strive for greater success, and for failed dealers, we need to find new dealers to eliminate it (similar to the attitude of banks towards lenders); However, some people believe that for successful dealers, we must draw salaries from the bottom of the kettle, cool down the blind optimism of dealers, and do it steadily, and give them a chance to make a comeback for failed dealers. The public says that the public is reasonable, and the mother-in-law says that the mother-in-law has the way. There is no absolute truth in the world.

I believe that different strategies are needed in different situations, and only by seeking truth from facts can we solve the various problems we encounter. This requires the establishment of different management relationships for dealers in different situations.

Bottom-of-the-pot salary strategy.

First, the dealer sales of our products have achieved great success, if established in the local lack of similar competitive products, and our products are very suitable for local needs, I think should be the bottom of the pot to draw the idea, but this is not to say to hit the dealer's enthusiasm for sales, but from time to time to warn the dealer of the possible risks behind the success, such as whether the after-sales service to keep up, whether the same competitors come in, whether other macro environment changes, can not let him blindly optimistic.

The icing on the cake idea.

Second, dealer sales are also very successful, but he is through the continuous analysis of competitors, and constantly introduce new marketing methods, in the fierce market to seize the difficult share, which we have to be icing on the cake, continue to encourage and support their work, to provide the necessary support.

Strategies for sending charcoal in the snow.

Third, we need to give dealers a send-off, we must lead dealers to transform rapidly, reverse unfavorable factors, rather than blindly redevelop dealers. If the reason is that they are due to changes in the overall macro environment, (for example, the year before last, Russia launched an unfavorable policy for Chinese cars) or competitors launched products that are significantly more cost-effective than us, and completely eliminate our existing products (mainly high-tech products, such as pagers in 2000, with the new mobile phone, it is difficult not to eliminate them).

Fall into the well to find an alternative.

Fourth, the dealer is also unable to meet the requirements of the manufacturer, becoming a failure, but the reason is due to the poor internal management of the dealer, the company lacks clear goals, is unwilling to spend time to improve performance, holding a day to sell a day, the boss lacks ambition, for such dealers, we must be heartbroken, to fall into the ground, as soon as possible to find a replacement.

In Si Yiwen's view, the process of cooperation between manufacturers and dealers is actually a kind of fighting process, the two sides have both common goals and their own interests, and managing dealers is also to manage this fighting relationship.

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It's not difficult, use FMCG to manage.

Recommend Mei Mingping's book "Dealer Management", which provides a lot of practical dealer management methods, and Chinese enterprise dealer training is also available on the Internet, you can take a look at it first! I've bought one and it feels pretty good! Many of the methods mentioned in it can be used.