How to effectively combat FMCG cross selling 5

Cross-shipment handlers:

1.Members of the inspection department found cross-selling products during market patrols, or dealers provided cross-selling information.

2.The inspector went to the scene of the goods and recorded the information of the goods in detail.

3.The inspector notifies the dealer of the cross-selling situation and the penalty notice.

4.The inspector informs the back office team (or the finance department) that the penalty for cross-shipment will be deducted from the dealer's commission.

5.The inspector notifies the back office team (or the finance department) to cancel the "dealer team market order bonus" for all members of the dealer team.

6.National Circular. Through the "Dealer Express", the punishment information of dealers who cross goods will be announced to dealers across the country, so that dealers can keep abreast of the market order management, and at the same time, play a warning role for other dealers.

The concept of cross-selling in economics is: different market supply oligarchs, in order to achieve effective control of market resources, and in different regions and demand environments, using the defects and loopholes of the market mechanism, on a specific commodity supply object, adopt means and tools that violate the laws of the market, and purposefully attack each other's supply system and effective demand system through measures such as **, so as to achieve the purpose of complete control of effective market resources.

Strings of goods are generally between dealers to all such things, and there are very few ka. For example, if a dealer in two regions has a poor ability, the goods of another dealer will naturally come in, and they can't be blocked, and it turns out that the other dealer can't. Unable to keep up with the development of the enterprise. Chop.

This only has to ask your target brand manufacturer about the region**, and then hit**, it is best to be introduced by an acquaintance, **business will not be stupid for a little money, fined or disqualified by the company**!

Commodity traceability can be done to solve the problem of goods channeling, and at the same time, enterprises can also do a reporting reward system to link consumers to jointly combat goods channeling.

Having a good beer sales policy is key!

In principle, it is necessary to grasp the following points:

1. The principle of regional limitation.

Beer is a highly sensitive product. Due to the high frequency of consumption, the discrete nature of logistics is very high, and the sales mobility is very large, so the regional limitation is very important, and the sales area of dealers at all levels must be limited, and the division of the area should be based on the principle of fairness, reasonableness and easy management, and must not cause a waste of market resources.

2. The principle of authorization period.

The restriction of the right to sell beer, including the time, place, brand, etc., is generally stipulated in the contract. The duration is generally one year and can be renewed. The place of sale, i.e., the region, is generally framed by the contract as a county, city, region, etc.; Brand setting, a strong brand in a beer company must be set as a franchise.

3. The principle of moderate distribution.

China's beer enterprises as many as more than 400 countries, the competition in the beer market is very fierce, which requires dealers to operate intensively, strengthen regional sales management, in the formulation of sales policies to have market share indicators, market coverage indicators, distribution moderate, some requirements for in-depth distribution and so on.

4. The principle that breach of contract must be investigated.

In order to regulate the market and achieve a win-win situation, beer manufacturers and distributors have agreed on a lot of supply and demand matters, management regulations, agreements, contracts, and so on. When formulating a sales policy, there must be provisions for dealing with breach of contract. Such as fines, compensation for damages, cancellation of business rights, or litigation laws.

In addition, there is a good rebate policy:

The rebate policy is a policy for beer manufacturers to establish a long-term sales relationship with the best link. From the perspective of time, it can be divided into: monthly return, quarterly return, annual return, etc.; From the perspective of the implementation month, it is divided into: process rebate and sales rebate.

The following principles should be followed in formulating the rebate policy:

1. The principle of appropriate quota.

The rebate amount should not only promote sales, but also not disrupt the normal sales**, so there should be an appropriate amount for the rebate.

2. The principle of supporting use:

In practice, the rebate policy should be used in conjunction with the first policy, the first policy, and the incentive policy.

3. The principle of real-time cashing:

If you can't cash in time on time, if you can't cash in time, you can't cash it for a long time, then it can not only not promote sales but may hit the sales enthusiasm of dealers, so there must be the principle of real-time cash.

4. The principle of combining incentives and constraints.

The rebate policy has an incentive effect on the sales work in the distribution link to varying degrees. But it should also be combined with some restraint mechanisms. Such as:

It is not allowed to sell at low prices, cross-regional channeling, etc., if the above phenomena are found, rebates will be canceled, etc. In the rebate policy, incentives and constraints are combined.

Hope it helps!

As a business, what is considered is how to make money, they will not get along with money, even if the market protection of the last home is good As long as the merchant can not get the right goods, or there are cheap goods, there will be cross-selling behavior, which I think is already a headache for many manufacturers, no matter what method you use, it is just a symptom but not a cure.

If you really want to stop the behavior of cross-selling, it will increase the expenditure of human and financial resources, so many manufacturers are reluctant to invest such a large and unprofitable action. Some manufacturers hope that the greater the competition between merchants, the better, and they can complete good sales in a short period of time, but many manufacturers ignore one point, which is also a very important point, that is"Bubble economy"It's developing very fast, and so is the hour.

If you have to take some practical action to stop the cross-selling behavior, I think it is not impossible, make a simple comparison, like Lenovo and TPV market, although the competition is very fierce, but the market protection is not bad, the supervision of the manufacturer is in place, and each supply is recorded, that is, the sales bar code of the product and the statistics of the number of regional shipments, and there are no special supervisors in any region, and the punishment for the behavior of the cross-shipment is also very severe, and even the right to cancel it mercilessly. I'm just going to talk about it briefly, because there are some things that involve trade secrets, and it's not convenient to say too much.

However, people who work hard in the economic market, the most important thing is the interests, manufacturers can consider more from this aspect for the business, each business from the manufacturer to take goods can ensure their interests, who is willing to take the risk to do the goods.

In addition to the manufacturers, the important thing is to look at the first-class businessmen, the second-class businessmen and so on. How to operate and how to communicate with the following distributors are very important.

Personally, I think that the system is the lifeblood of the enterprise, but the human favor and understanding are the lifeblood of sales.

First of all, it depends on how you look at this problem, cross-selling is a double-edged knife, which can hurt the market but can also help the market, vicious cross-selling will disrupt the entire product system and regional protection system, and the cross-selling is very harmful when the company's products are more mature, but in the early stage of market development, cross-selling helps the product to cover the market quickly. If your company is in the mature period, it is necessary to have strict market control measures and systems, and the products are divided into markets to play the code, so as to facilitate the future when the goods are found out, 2Let customers manage themselves, guide regional customers to set up a chamber of commerce (such as a certain company, Chongqing Chamber of Commerce) to elect the president and other positions, so that customers can manage each other, which will reduce a lot of cross-shipments.

Finally, don't be afraid of what kind of flood beast is seen as a cross-shipment, it is always inevitable that a proper cross-shipment will help the circulation of the product, and if there are some small strings, it is recommended not to punish too much

This behavior can only be minimized.

For example, from the service, invoicing can effectively achieve the existence of cross-shipments.

But nothing is absolute.

You remember, your company's ultimate goal is to complete the sales task, no matter how chaotic, as long as the sales channel has been unblocked, the sales masses are willing to buy, complete the sales task, this is the victory! Do you understand? Cross-selling is not your business, what you have to do is clear, develop new dealers, and complete the sales task.

In the dealers under development, if there will be conflicts with other dealer products or do not want to join, then it is necessary to sign a contract with the dealer without violating the signed agreement, but there must be terms and conditions in the terms, such as the ** of their own distribution can not be the bottom of the dealer near the same product? % and so on.

When the sales of the developed distribution are successfully started, if there is a violation of the agreement, but the sales profit and sales volume brought to the company are high, then it is necessary to let it go.

The choice of dealers is to look at financial resources, and the second is to look at channels. But the most important thing to look at is character. Your product is a famous brand, so don't be afraid to find a distributor, but you haven't found it yet.

You must not look for the best distributor yourself, but find the distributor who is the most suitable for your product and sales channel. That's all I can say. I hope it can be helpful to you, and if you can trust me, you can send me a message.

1. The problem of fleeing goods must be cracked down, and since there are corresponding measures, they should be implemented. You can convene a business meeting or inform the current situation of the business channeling through official documents, letters, etc., and require strict compliance with business rules and reiterate the consequences of goods channeling. If you find that there are still fleeing goods, kill a hundred people.

2. By punishing the fleeing party and rewarding the whistleblower (such as taking 50% of the penalty as a reward), let the first-class business team self-supervise.

3. Resolutely don't listen to slander and engage in exclusivity. The direct consequence of exclusivity is that there is a businessman who has strong bargaining qualifications because he has mastered the core sales channels, forcing you to obey his arrangement, otherwise he will no longer sell or threaten to throw himself at the opponent.