Analysis Of Distributor'S Operation Status

There was once a wholesaling friend who said such a classic saying: "the service industry is only accompanied by three staff members, and our distributors must accompany them all."

Why did Liu boss say such a joke?

This friend has been engaged in liquor wholesale business in Anhui for more than 10 years. What kind of storms have gone through a lot? But they still struggle on the edge of business. They are worried about their daily lives. They worry about the cancellation of their distribution rights. They worry that the manufacturers will reduce their sales area, worry about downstream network's backwater and fleeing, worry that the downstream customers will not push their products, rest at eleven or two every night, and they will not be able to sleep at four or five in the morning.

When the factory comes, people will rush to eat, drink, play with them, accompany the market, escort them, chat with others, and so on.

You say, boss Liu, he is tired and tired.

Although it is now twenty-first Century, the innovative marketing theory is full of marketing sessions, but dealers like Liu boss still have a lot of people. What causes Liu boss such dealers to live so tired?

　　一、經(jīng)銷商經(jīng)營現(xiàn)狀分析 

In fact, the current situation of some dealers can be summed up in six simple words: big head, low back pain and light feet.

One: the head is big.

The so-called big head is the lack of ideas, and the lack of thinking is mainly manifested in the following three aspects:

1., the profit mode is single: profit is made from the difference of products, and profits are obtained through rebate and policy. The dealer's favorite move is to look for products and make use of the price difference of products to make money, and then kill the product and find the product again.

Over and over.

2. the narrow way of existence is: relying on the list of big money, hoping to catch a good brand, good products rely on brand pull and product tension to make money; two rely on speculation, use some new brands or two or three line brands, make products selling at low prices, and make huge profits, but once the product problems occur, after sale problems will cause trouble.

3., the same quality of business is serious: what others do, they do what they want to do, resulting in vicious competition.

The second is lumbago.

The so-called low back pain is the shortage of resources, and the shortage of resources is mainly manifested in the following three aspects:

1., the product pipeline is narrow: waiting for the manufacturers to come to the door, introduce them through friends, participate in the trade promotion conference, or invite investment magazines in the industry; (the enterprises that come to the enterprises are mostly small and medium enterprises, exaggerating product advantages, market inputs, etc.), introducing the friends is easy to generalize, exaggerate the advantages of the products, and the information is not entirely accurate.

2., the lack of talents is heavy: the ability to be uneasy, the peace of mind can not be done.

Case: Recently, Mao Zong, a liquor trading company in Jiangxi Province, was recently upset by the problem of salesmen.

A few of their business leaders, who have worked hard to cultivate, are increasingly disobedient. They are a little bit strict with them. They can easily give up their jobs, but those obedient salesmen can not create much value with their expenses and wages.

In reality, there are three reasons for this problem:

A. reward system is difficult to match the market value of talents.

B. lacks the continuous training mechanism of talents, so that talents can only be judged by material standards, so that those who are highly motivated will feel uncertain about their future.

The development prospects of C. enterprises themselves are not particularly obvious.

In fact, dealers have to start from their own businesses to solve the problem of retaining talents.

A. gives employees the prospect of great development, which is the goal and value of enterprises' survival.

B. gives employees a sustainable training plan.

C. gives employees a reasonable salary.

As the saying goes, "small wins rely on wisdom, win victory by virtue", "wealth and scattered people" and so on, all depend on virtue and wealth to retain talents and attract talents to join.

3., the capital gap is big: money is always seriously insufficient at the critical moment.

Many dealers have had such experience. If we can get one million of them and eat the factory policy, we will definitely make a profit this year. We don't have to fight for the profit at the end of the year to complete the task targets.

Because of insufficient funds, we can not get good policies, and we can't keep up with the supply of goods in the rush season.

Sometimes, in order to complete the tasks assigned by the manufacturer this month, you have to send your room to the car and borrow money everywhere. Do you think it's urgent?

Third: light feet.

The so-called "light foot" is chaos in management, and the management confusion is mainly manifested in the following three aspects:

　　1.亂 

System management confusion: such as: everything is the boss has the final say, leave the loan to see the boss's word.

Confusion of property management: for example, the manufacturer's accounts are unclear, and the customer's arrears are a white bill, the goods have been sent out, and the accounts haven't been accounted for.

Inventory management confusion: product classification is not clear, the number of products is not allowed, the location of chaos, less goods can not find the reasons.

There are also problems such as operation without system, no standard assessment, hidden costs and so on.

　　2.差 

The overall quality of the staff is poor: everything depends on the boss's command, lack of initiative, facing the market changes, unwilling to report information in time, and work is to muddle along.

The executive ability of the staff is poor: for the boss's orders, they are one, two, three, and no efficiency.

Poor profitability: poor communication and collaboration with manufacturers, it is difficult to get effective support: many bosses face manufacturers who are afraid of chest or belly, or beg for support from manufacturers.

Attractive and poor management of downstream customers: lack of control over downstream customers.

　　3.散 

In the face of competition, the following ideas are scattered: follow suit, imitate, and go to the doctor randomly.

Market and new product information: no collection system, believe hearsay, network, magazine, newspaper and so on.