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Dealer'S "Pick Card" Skills: 5W2H Decision Model

2008/8/23 15:14:00 34

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一　　廠家為了挑選合適的經銷商已經發明了太多的理論與方法，而經銷商如何挑選廠家及品牌則基本上靠經銷商老板的社會閱歷。與廠家挑選經銷商的方法相比，經銷商挑選廠家的方法幾乎是空白，兩者研究的文獻在數量上可能是1000：1都不為過！

This kind of knowledge asymmetry is not only bad for dealers, but also bad for manufacturers: dealers will not choose suitable manufacturers and brands, and also means manufacturers can not select suitable distributors. Therefore, distributors must solve the decision-making thinking mode of brand selection from a theoretical height.

When marketing books, magazines and websites are filled with literature on how to choose distributors, how do dealers feel when they say they do not choose the best distributors?

Don't manufacturers like big distributors with strength?

In fact, the manufacturer with this kind of thought is nothing but an unsafe expectation of self doubt and market control over the future.

The dealer's current "card selection" method is no less than the following three categories: the first and the sense type: the design effect and product of the brand look good, the market potential should be there; second, insurance type: this kind of person likes to choose famous brand or large quantity of advertising products, they think the big brand is more insurance; third kinds, business type: pay attention to the support strength, promotion policy and trade policy of the manufacturer.

All dealers will prove that their choices are rational, smart and correct according to their own social experience. They are all of the above three types, and their irrational degree is not very different from that of consumers when choosing to buy brands or products: if consumers know that Jacques V9 is just an ordinary vitamin candy, can it sell about 1000000000 for two years?

If consumers understand that the so-called frequency conversion is just a technology that has no practical benefits to people, how will Hisense air conditioner sell it?

　　經銷商如何挑選適合自己的品牌？

Like manufacturers choosing the right distributors, dealers must also choose their own brands and manufacturers, which is the first principle for dealers to "pick cards".

This principle means that dealers must know their strength before choosing manufacturers. Unless they are to consider the future and prepare to establish new sales channels with manufacturers' brand, they should try their best to take advantage of the brand that can bring their potential sales potential into full play.

There are also strategic factors for dealers to mix business structure and adjust their team structure through different product channel structures. In this article, we will not discuss in depth, but only focus on the decision method of brand selection by dealers.

Two

The business in twenty-first Century is the era of large-scale manufacturing and specialization. Manufacturers have a strong desire to control downstream channels in the whole business chain. Only by "intelligence quotient" can they find their place in this business chain.

Manufacturers will not cooperate with dealers who do not have the strength (funds, channels, equipment, personnel, relations), nor will they cooperate with dealers without modern marketing awareness and sales system.

The reason is: the Chinese market in twenty-first Century is undergoing an unprecedented structural adjustment. Any battle in the market is primarily a battle between manufacturers and manufacturers, brands and brands. The fundamental motivation for manufacturers to adopt the sales model is not to consider the interests of distributors, but also to defeat competitors in the market.

Dealers must be bundled with manufacturers to ensure that the brand gets enough market share, which will win the support of manufacturers and the best protection for their own interests. This does not mean the franchisor of franchisers (franchised distributors are no longer independent channels, strictly speaking, they are not real distributors).

Therefore, dealers must have a modern marketing concept and use modern marketing language to communicate with manufacturers so as to make high-quality decisions and achieve win-win results. This is the "5W2H decision model".

5W2H is the basic method of brand design, and it is also a problem that the brand must solve. Therefore, the dealer in turn excavates the sales idea and market policy of the manufacturer according to the 5W1H method, which is the best decision model.

5W2H is the abbreviation of English WHO (who), WHEN (when), WHER (where), WHAT (what), WHY (why), HOW (how) and HOW MUCH (how many), including the brand from the strategy (WHO, WHY) to the strategy (the WHO, the WHEN) until the tactical (E) of the complete operation system, plus another one (many) namely the brand budget, actually is a complete brand operation entire case!

　　經銷商挑牌決策模型（5W2H法）可用下圖表示：　　　

This is also a model for negotiations between distributors and manufacturers, whose structure and order are:

The middle layer is the main content of negotiation: from product (WHAT) to WHO (target consumer), this level mainly solves the problem of product sales level, including product type, price setting, channel mode, annual market promotion arrangement, consumer acceptance of products and so on.

The upper level WHY is asking the factory to provide convincing evidence to prove that the middle part is correct and feasible, and this level of negotiation is to solve the market risk of business.

The 2H of the lower level must communicate how to do the budget in the market and the market. This level must solve the problem of market development.

The above three levels and 7 key points of negotiation can help dealers establish a rational decision model. Through this model investigation, the risk of dealers' brand selection will be greatly reduced, and the future and strength of the brand can be judged more accurately, as well as the enterprise's ambition and sales policy.

Three

We choose M with S dealers.