Assessment Dealer Of Clothing Marketing Strategy

Now, production enterprises need Attract investment Marketing companies also need investment. It can be said that investment is one of the key links in the process of enterprise marketing, and is the only way for enterprises to push their products to the market. If any product wants to go to the market, it must be passed through the network channel. And every point of the sales network is built by the dealer of the enterprise. Then, where does the dealer come from? This is the assessment work that the investment office should do.

Assessing dealer's performance is an important part of dealer management. Manufacturers can reflect on the past and adjust policies and management accordingly. If the manufacturer ignores the dealer's assessment, it will be difficult to control the distributor. The channel problem will be hard to find, the manufacturer will be in a passive position, and eventually will be led by the dealer. And the manufacturers will have no practical basis for formulating, adjusting, improving policies and rewards and punishments. Of course, we can't do anything like the salesmen of our own offices, but we can't assess anything. Nowadays, there are many theoretical people who have designed a lot of very detailed assessment methods. They think that they will finish the work. In fact, they need extensive management for distributors.

Quantitative indicators can evaluate the performance of dealers most effectively, because such standards have specific data, representing the final result, and each quantitative indicator must have a target value that is in line with the actual situation.

The first is the assessment of purchase volume. The general distributor must first complete the contract amount in the first year, and the general sales volume of the distributor is based on the company's cash volume. Manufactor Assessment Dealers' indicators are generally the quantity of orders from dealers to the company, but it is easy to cause the dealer to suppress the goods before the examination. The goods may be transferred from the manufacturer's warehouse to the dealer's warehouse, and may be returned to the manufacturer because of the sales ability or the product overdue. However, many manufacturers regard this as the most rigid index, at least not less than 60%.

Next is the rate of distribution. Generally, the products are put into the market. Marketing The first year is more applicable. For example, the number of drugstores that the product enters is in the proportion of the whole area, or the number of products entering the hospital. In short, the low rate of distribution is not conducive to sales, but the more the better, the more depends on the product characteristics and the market strategy of the manufacturer. Now many manufacturers still have an elastic quota or an absolute amount of assessment, such as how much a distributor must have in a certain market share in his jurisdiction, or the relative rank assessment, such as the number of dealers who are required to occupy the market in their own jurisdictions.

Third look at the dealer's monthly or quarterly sales. In principle, the sales volume of dealers has increased substantially in every month or every quarter, which is the best dealer. We must make a detailed analysis of the growth of sales volume. The company should also analyze and compare the overall growth of the market and the average growth of the company's products. For example, the purchase volume of a dealer is increasing, but by investigating the market share of the product, it can be asserted that the dealer's internal management must have some problems. Some manufacturers also want to know that the sales volume of our company accounts for the ratio of the total sales volume of the distributors. If the sales volume of the company is growing, but the ratio of the sales volume of the company's goods to the total sales volume of the dealer is very low, the salesman should strengthen the management of the distributor, but it is generally impossible to know the absolute quantity.

Fourth, the company can refer to the return rate. Generally speaking, in order to support Distributor Development, the company may allow a certain degree of return, of course, for the company, the less the better the returns, the number of products that are not qualified, the products damaged during the shipment and the products damaged by the dealers themselves are not included in the calculation of the quantity returned.