What Policy Support Do Agents Need Most?

The goods produced by manufacturers are usually sold to consumers through agents. The development of manufacturers can be said to be inseparable from the support of agents. Similarly, after obtaining the regional agency rights of manufacturers, agents can not be separated from producers' policy support in order to sell products to consumers' hands faster and better and develop local markets better. In the actual operation process, what kind of policy support do agents need most? The author has been dealing with agents, summarizing the following aspects: first, regional exclusive agency (monopoly) support. Product or brand monopolization can bring greater profits to agents. Unless it is a particularly strong brand, agents are best to win the exclusive agency in their area when working with production enterprises. In the contract, it clearly stipulate the relevant rights, such as the region, agency level, penalty for goods rush, and the time limit for the contract. In this way, we can make a long-term market development plan for the operation of the product and brand in the regional market. From the introduction of the brand, to the cultivation of the market, to the development of the sales outlets and the promotion of various promotional activities, we must do the basic work according to the established goals. Two, there are selling points of products and competitive price support. The purpose of agents is to make money and earn as much money as possible. Products with unique selling points or competitive price advantages are effective ways for agents to earn higher profits. Each agent wants to get the product from the manufacturer at the lowest possible price and sell it at the highest possible price or expand the sales volume through low price. Despite wide regional differences across the country, the criteria for choosing products are very similar: "high profits" or "quantity". Three, appropriate advertising and promotion support. After obtaining the exclusive agency right of a new product, the agent needs a lot of hard work to open the local market. At the same time, we need to take various marketing methods and carry out various promotional activities. According to the actual needs and specific circumstances of the local market, manufacturers should give agents moderate advertising and promotion resources to support the brand and products, and help agents to open the situation as fast as possible. Only when the market is launched and the products are sold, can the so-called "profits" become reality, otherwise they can only be castles in the air. Four, product prototype (product) and personnel support. For products in the early stage of market development, the primary task is to develop outlets to improve the meeting rate between products and consumers, so that both the terminal and retailers need products to display. The more outlets we develop, the greater the demand for this part. Whether it is a shell prototype or a real machine sample, agents need strong support from manufacturers. For the shell machine, it is hoped that it can be provided free of charge, while the actual sample requires the relevant prototype policy to provide purchase discount or provide a certain number of free samples. At this point, some manufacturers are supporting the prototype according to the quantity of the agent's purchase. Many agents have some comments: we have cash in the goods, but the manufacturers can not fully guarantee the prototype. In fact, to do any market requires manufacturers and agents to join together. It is difficult to cooperate with one another alone for a long time. For the actual operation of the regional market, agents also hope that the manufacturers can send business personnel to give guidance and assistance locally, so that the contact and communication with the manufacturers will be more direct, and the market will be able to respond positively. Manufacturers can also be said to be the masters of such products. Agents can also get a lot of help and guidance from them. Five, showcase (platform) fee and cargo loading cost (entry fee) support. At present, supermarkets in various shopping malls have set up a certain amount of loading or entry fees for new brands. Recently, the circular issued by the State Administration of Taxation on the Levy of levying taxes on the part of the fees charged by commercial enterprises to the suppliers of goods has provided the legal basis and support for the legality of this sub charge collection. In addition, some large chain stores or supermarkets have unified arrangement for the overall effect of the store, and uniform decoration. The cost of the two pieces of goods, especially the cost of goods on board, has increased from thousands to tens of thousands of yuan. The cost of agents in the early part of the market is quite shocking, and only a few hundred thousand or even millions of investments will be invested in this way, which will bring great financial pressure to agents. In this regard, they hope to get the support from manufacturers and reimburse them. Six, a steady stream of new product support. In most cases, the new product can bring more profit margins, and the production enterprises invest more in new products. The agent hopes to continue to obtain the agency power of the new products of the manufacturer. Seven. Proper sales goals and sales incentives. When the agent obtains the exclusive agency right of the manufacturer's products, he does not want the manufacturer to make unrealistic sales targets and sales tasks, but to work out a reasonable and able target. At the same time, I hope to get some rewards after finishing the task, such as rebate, reward in kind, travel and so on. Only in this way can the confidence and enthusiasm of the operation brand be enhanced, and the loyalty to the production enterprises can also be gradually cultivated. Eight. Related training and coaching support for production enterprises. The production enterprises are facing the national market, which has accumulated rich practical experience and valuable experience in the actual operation of the products for many years. At the same time, in order to improve the business level and sales skills of the business people, some experts will be invited to train regularly. However, because of their own conditions, agents may not be able to have such systematic training and counselling opportunities for every agent. With the development of market economy, modern marketing system is increasingly requiring agents to be those with considerable business philosophy and marketing ability, otherwise they will be ruthlessly eliminated by the market. In fact, producers and agents need each other, and they are a unity of interests and contradictions. In the operation of the market, apart from the above points, there is still a lot of support from the manufacturers, such as the need for cash flow support sometimes. In any case, there is no doubt that, in order to get the success of the regional market brand operation, the manufacturer must work out a feasible sales plan that meets the needs of the local market, provide the sales policy that the agent needs most, and constantly improve it in practice according to needs, sharing resources with the agents, complementing each other's strengths, and working together to win the win.