Paint company's support for dealers must be able to create touch

The status of channel construction in the overall marketing of paint companies is undoubtedly the relationship between the company and the distributor is always very subtle, cooperation and game coexist, sometimes the game is even to cooperate! Paint companies in the channel construction, in order to promote the development of the market, benefit people and self-interest, the company will give channel support, but after the same support, some dealers are grateful to Dade, and some dealers believe it is natural.

Why is the gap so great with the same support?

In the course of enterprise channel management, one problem that always faces is that many dealers cry all day long to make policies, give discounts, approve advertising fees, get special items, and ask for this to be endless. The feeling is that it is hard to fill and it is a bottomless pit! To tell the truth, many dealers are indeed like this, but it is not difficult to observe carefully that most of these dealers are doing very bad dealers. They have serious thoughts, and they look forward to the company’s advertising all day long. On CCTV and on the radio, wait for the company's resources to be placed on his three-pitch land. However, he himself is not active. How can product sales be raised?

As the saying goes, "Drums don't use heavy hammers." Good dealers "don't raise the whip up their feet" and businesses do it for themselves. Dealers rely on their own efforts to do the market. Manufacturers have better support and support. Nor is it pleading. In fact, the implication is not significant. The supporting paint company will not be able to save you one point. It should not support what you want and it is difficult to obtain. The paint distributor is doing the market like a farmer is planting his own land. God does not rain or wind, and he still needs to water himself, otherwise the crops will only be eliminated!

Operating in the regional market, dealers are always the protagonist, paint companies are only supporting actors, dealers need to recognize and correct their position. Coating company's support for distributors is to mobilize the enthusiasm of dealers on the one hand and to inspire people, on the other hand, it is necessary for market development and operation. The same intensity of support, how to create a touch to dealers, how to make dealers feel manufacturers support? This is indeed a proposition that is placed before every company.

The author believes that grasping the common needs of distributors at the same time concerned about the individual needs of dealers, and then give "reasonable, unexpected" targeted support can make dealers feel support, create dealers touched, inspire dealers to Market motivation! Reasonable: The clauses in the annual contract support policy for paint companies promise to give them; unexpectedly: each dealer faces different problems, what the dealer needs, taking into account the specific circumstances of the market within the scope of the company's permission. What we have to meet, even before the customer proposed us to put forward in advance, the idea of ​​walking in front of the customer.

What are the individual needs of dealers?

Some dealers are not short of money, nor how do they care about the company's support, lack of operation methods, that paint companies give him strategies and methods, and special personnel to help him operate the market. Some dealers need training on shopping guides, and companies can send professional lecturers to teach in person at local storefronts, store drills, and demonstrations. Some dealers do not know how to do promotion activities. Enterprises can send professional planners to provide training and practical operations for various activity modes. Some dealers have subordinate network management confusion, and companies can organize professional channel management personnel to help them survive and eliminate the inferior, optimize management, and improve network quality. Some dealers face good opportunities for local market expansion. For example, there are new stores in the local market, there are pressures on capital, companies can be given internal interest-free, or give a certain amount of financial support, etc., in short, each dealer There must be its individual needs!

The coating company's support policies are all there: explicit, implicit, common, and individual. If you want to get more, the key is whether or not the dealer's friends really do the market, the market has not changed because of the efforts of the dealer's friends, the dealer can not rely on their own heart to move manufacturers?

The author believes that as long as the dealer friends work hard, do not take the initiative to open, the manufacturer knows the needs of dealers friends will take the place of the market and your perspective to gain insight into your needs, to consider targeted support you! In addition, all distributors and friends are sensible and cannot make sales commitments to manufacturers in a random manner in order to obtain factory support. It's better to shout a broken scorpion to make a look. People are watching manufacturers! When the dealer's friend is approved by the manufacturer, does he still have no support? If the dealer's friends want to feedback the demand to the company, they will be moved and the necessary prerequisites will not affect the company! Dealers in picking companies, manufacturers will pick dealers!

At the same time, from the perspective of enterprises, channel managers must go deep into the market, think strategically from the perspective of sustainable market development, gain insights into the needs of dealers, hurry the needs of the market, worry about the needs of distributors, and meet the needs of the market. , full of the needs of dealers, create market moves, create dealers moved, the relationship between upstream and downstream will become more and more harmonious, then the market will get better and better!