Among the actual market operations, we often encounter dealer suddenly "Changing Faces" and then "vote against" such a thing, it's happened, so manufacturers often face the dilemma of an embarrassing situation: on the one hand, distributor of "defection" to break the manufacturers normal network layout and expansion plans; the other hand, dealer's "defection" and generated "cooked" market for manufacturers, "like a fishbone stuck in the throat", not only the cost of restarting the market will increase significantly, and restart the job market are often " worse ", more difficult, therefore, distributors of" betrayal ", in a sense, not" win ", but" double loss "for the manufacturers is a" silent ending ", but even a "silent pain."
Then, as the manufacturers how to plan ahead effectively prevent dealers "faithless" to "revolt" in order to prevent market "backyard fire" mean?
To solve this problem, we need to analyze the dealer to "vote against" deep-seated reasons, only the "crux" is found, we can establish an effective prevention mechanism. Overall, the dealer "defected" to the following several reasons:
1, due to lack of credibility caused by factory dealer "deserted." For example, the policy does not honor commitments, no long-term development planning, enterprises are "misappropriating" the short-term behavior and so on.
2, manufacturing firms are inconsistent ideas, the development of the scale of asymmetry, resulting in vendors, "Strange Bedfellows" and the implementation of the error, get rid of this unfortunate "marriage", the first distributor of "rest" of the factory.
3, manufacturers market failures, resulting in very transparent market operations, there is not enough profit margins, dealers for their own interests, grass is always greener, "Love" on the other manufacturers.
4, manufacturers lack of regional protection policies, the market for streaming delivery seriously, greatly damaged the vital interests of dealers, despair and disappointment, with the other distributors have chosen manufacturers to "run away" approach, to be the final determination of total and so on.
Find root causes, then, as the manufacturers how to prevent these phenomena happen?
How to prevent dealers "defection"?
Soldiers to the block, troubled water. As a manufacturer, in order to avoid the dealer's "betrayal" and "defection", and the resulting losses and impact on the need to "preventive measures", plan ahead, set up a "defense" system and "emergency fortifications" .
1, from the manufacturers themselves "cut" early warning mechanism.
As an enterprise, regardless of right or wrong dealer or not, should be bold in their search from the beginning, continuously improve and refine all aspects of work standards and systems.
A, manufacturers must establish a standard credit system, through marketing policies, rebates, promotions and other specifications and deliver timely and accurate, to win the trust of dealers;
B, to establish linkage and coordination to enhance the development of ideas, personal style through the provision of services to dealers, acting as financial advisor customers, manufacturers encourage distributors to move closer;
C, development of "Slipstream cargo management system" to prevent disturbance of the market order, protect the vital interests of dealers;
D, continue to promote new products, by increasing the profit point, etc., to maximize the "containment," dealer.
Through these means, the aim is to establish strategic partnership companies a new relationship, to prevent dealers "half-hearted", "distracted."
2, to establish high-level visits and adopt "the people" policy.
That as a manufacturer's marketing executives, to regular visits to distributors, and dealers through regular communication and exchange, not only display manufacturers, "the people", "loving" policy, also conducive to manufacturers is not easy to see the market aware of a number of phenomena, and thus "涓?鍙岄洉 "Fusion is not only a feeling, but also to facilitate insight and prevention dealer" emotional breakdown "phenomenon, and thus more conducive to quickly take steps to eliminate some of the hidden danger in the bud.
3, perfect after-sales service, passengers love the relationship clear.
With the manufacturers to service sector, regularly visit customers regularly. For example, customers re-establish 1:4:7 system, that is, one in every four, seven, classified by the dealer, to pay a return visit is different, different re-time communication system. By understanding customer needs, collect customer feedback, ease of process manufacturers in the return visit through the "clues" to discover the aspirations and needs dealers to promptly and effectively resolve conflicts manufacturers, to avoid the congestion caused by inadequate information or Dealer grudges, and finally led to the "Accumulate" and can not be overemphasized.
4, in-depth market line, control of marketing channels.
Sinking through the channels of access and effective construction norms, especially the depth of the market distribution and intensive, timely and retailers to establish and improve the second installment of the file, will channel resources to control firmly in the hands of manufacturers, to obtain market initiative, through the "Qiaoshanzhenhu" better dialogue with distributors and strategic cooperation on an equal footing.
These are the factory on how to prevent dealers as the "defection" problem, in the real market operations, there is a dealer that has to "vote against" the market situation, for this case, as the manufacturers how to do it?
Dealers "defection" how to do?
If the dealer "defection" has become a fait accompli, then adopted by manufacturers how to take certain measures to reverse the declining trend of the market to minimize the loss of it?
1, rapid response, emergency preparedness start the market.
If the dealer for various reasons, they are "change sides", then the factory at this time is most important thing is that the market should start emergency plans to carry out effective "rescue" operation. Concrete steps are:
A, urgently summoned the market leader, asked related specifically to "vote against" reason.
B, met with distributors and clearly position and attitude of the factory, and to analyze interest.
C, through consultations and talks with distributors to determine the "showdown" The result is the continued cooperation or termination of cooperation.
D, if the vendor is better cooperation before, and now to "vote against" just on impulse should be to retain; if the dealer is not the value of further cooperation, should act decisively, through appropriate to deal with the aftermath, pave the way for the re-start the market, prevent the improper handling, dealer "falsely accuse" 鑰屼娇 market caught in "paralysis."
2, lies in the development of new distributors.
If the manufacturers who have more than enough channels for resources, when the dealer "treachery" and "defection", the factory can take drastic way, the second installment of its existing business in selecting the best, "crowned" the new distributor . By increasing the personnel for new dealers, promotions, etc. to support efforts to eliminate the negative impact on the market and establish confidence in the existing distribution of new customers, as well, "recover" the market and lay a good foundation.
3, timely cooling, "opportunistic" comeback.
Where there is life there is hope. When the dealer suddenly "change sides", but by smashing price of processing products at a time when no suitable client may wish to cool the market through timely way to allow the market to digest inventory in advance, until the time of the basic completion of inventory digestion, the adoption of new products, new customers, new image, new "kill" into the market, sometimes a good and viable way.
In the real operation, restart a market price is often higher and, therefore, when the dealer suddenly "defection" 鑰屼娇 when the market stalled, as the manufacturers must be able to sum up experience and lessons in a timely manner, and can be reviewed and introspective manner, timely work out solutions, and the warning, take precautions to prevent "defections" in the market tragedy time and again.
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