How Does A Sink Enterprise Manage Agents?

The implementation of agency system is a sales method commonly adopted by sink enterprises. This method can not only liberate the production enterprises, do a good job in brand planning and product technology 'target=_blank>R&D, but also reduce the personnel and funds for market development. However, at present, sink agents are not as mature as household appliance dealers. Most of them are cabinet vendors, appliance vendors, and decoration companies. They are small in scale. They mainly rely on retail sales, cabinet accessories, and project group purchase to obtain sales. They lack channel planning and distribution awareness. Therefore, in order to manage agents well and improve sales, we must help agents upgrade their systems. 1、 To help agents make market strategic planning, we said that the sink market is an organic combination of various channels (such as cabinets, kitchen appliances, decoration companies, hardware and bathroom, residential buildings, online group buying, etc.). However, there are great differences in the profit contribution rate of different channels to agents, such as strategic channels that play a decisive role in the whole market but are unprofitable; There are main channels with large sales volume but low profits; There are also profit channels with small sales and high profits. In order to do a good job in the whole market and improve sales, it is necessary to occupy all the above channels in stages and combine them organically. It is impossible to operate the whole market without one channel. Because the current sink agents do not have the marketing concept of deep distribution, when choosing channels, they usually focus on the channels that make money, so that the entire channel planning cannot be realized, the market development will be limited, and the sales volume will be difficult to effectively improve. Therefore, the marketing personnel of the sink enterprise should first help the agent to investigate and analyze various channels, formulate the market development strategic plan according to the environment of the local building materials market, the situation of competitors, the enterprise sales policy, and the market position and influence of the agent's direct stores, distinguish the advantages and disadvantages, and start to operate the market after both parties reach a consensus. 2、 Implement embedded management, and help agents to develop market development strategies. If agents have the ability and conditions to do it by themselves, enterprise personnel only need guidance and policy support; If the agent is unable to do it in the early stage, the manufacturer's salesperson should work together with the agent to make a market development plan. Generally, it takes two months to complete the distribution and distribution tasks in the early stage, and the agent should do a good job in market maintenance and follow-up. In the period of market development, it is better to operate the market in the name of the manufacturer's office or branch company, because the terminal dealers trust the manufacturer to cooperate directly with them. For example, when we were in Xi'an, we appeared in the name of the manufacturer's branch company, and the overall effect was much better than that of the earlier operation in the name of the agent. 3、 Help agents set up the price system. Since the sink is sold in the form of package sales, on the premise that the manufacturer wants quantity and the agent wants profit, the profit space must be set up for the agent and terminal business, and the agent cannot have too high gross profit. Generally, the gross profit of the agent can be designed between 20-25 points, In the early stage, the terminal business is controlled at about 20-30 points. 4、 Help agents develop several distribution products. The manufacturer has a lot of sink products, but must implement different product configurations according to different channels. For example, for the cabinet channel, select the functional set meal sink; For the electrical channel, it mainly combines the functional and simple series of sinks. In terms of accessory configuration, try to produce differentiation, and form a series of one sink and multiple packages. 5、 The training objects for agents are divided into two parts: the first is the agents themselves, mainly instilling enterprise ideas and marketing strategies; The second is the agent's terminal sales personnel to improve the terminal sales skills and the ability to refine and flexibly use the product selling points. Now sink enterprises lack training for agents, so if manufacturers attach importance to this aspect, it is of great practical significance to consolidate the relationship between manufacturers, do a good job in the market, and improve sales. VI. Helping agents improve their ability in daily management. The water tank agents are small in scale, and the management is not standardized, let alone there is any good system to standardize the operation. As manufacturers, they need to guide them to develop in a standardized direction, help them establish some practical daily sales forms and management systems, help them cultivate talents, and so on. In this way, the two sides can cooperate more closely. The financial strength, human resources and marketing concept of the manufacturer are far higher than that of the agents. To do a good job in the market and manage the agents, the final goal is to "teach them to fish". At present, the sink enterprises still have a long way to go. Author: Chen Junda, Manager of Swett (China) Marketing Management Center, Swett Brand Culture Communication Agency, and the National Promotion Center of Super Deep 225 Functional Sink of Saint Arda. Welcome to discuss your views with the author. ????? ?????MSN： gdfranta@hotmail.com ，13867817872