The "Three-Segment" Theory in the Process of Integrated Ceiling Management Dealers

Manage distributors well-established foundations for enterprises Integrate ceiling companies “Channel is king” and build high-quality, perfect and stable dealer teams. It is an important means for integrated ceiling companies to establish a market based on profits, maximize profits, and become bigger and stronger. . The effective management of dealers is the key to building a high-quality, stable dealer team. For enterprises, managing a good dealer team means that they can continuously increase sales volume, occupy more market share, complete the goals set by the company, and promote the rapid and healthy development of the company. On the contrary, it may lead to instability in the dealer team, the goals set by the company are difficult to complete, and the development of the company is hindered.

The channel is king—the “three stages” in the process of integrating ceiling management dealers. To manage a good dealer team, companies must scientifically and reasonably classify them, and formulate them according to different stages of development and different types of dealers. Different management methods. The author believes that the classification of distributors by integrated ceiling companies can be measured according to the performance indicators and development potential, and can be divided into three types: large distributors, generally accounting for 10%-20% of the total number of dealers; The dealers who did not do well accounted for 10%-20% of the total number of dealers; the remaining 60%-80% of the dealers were in between, that is, middle distributors.

Managing Dealers, Also Speaking "Syllogism"

Different types of dealers, due to their different strengths and contributions to integrated ceiling companies, must be targeted in the management of the company. The author believes that in different stages of development, the management methods of dealers are also different.

In the first stage, "middle-screening and small-medium breeding". For enterprises in the early stage of development, the management of distributors should adopt the method of “middleing in the middle of screening and childbirth”. Both the selection of potential small dealers and the focus on the cultivation of intermediate distributors slows down the pace of “prodding” dealers.

Because, in the initial stage of development, integrated ceiling companies have been relatively weak in product design and innovation capabilities, production equipment, process technology, and support for distributors. At this time, they blindly “accelerated” dealers, and they were disadvantaged for enterprises. More than profit. The sooner you “push up”, it is tantamount to boosting your health and the faster you die.

In the second stage, “grasping large and small and promoting the middle”. In the second stage of development, the integrated ceiling companies' management methods for dealers should be "grasping large and small and promoting the middle". At this stage of development, the company has already reached a certain scale, basically completing the network layout, such as the number of dealers reaching more than 400, and the annual total sales reaching over 100 million yuan. At this stage, the development of the company is in a “climbing phase” and the management method of the distributor is different from the first stage. The management method for dealers should be “Catch the big promotion and small promotion,” ie, focus on cultivating large distributors (such as more than double the annual average sales level), increase policy support and resource input, and use large distributors. The influence will consolidate the company’s share and leader position in the regional market, thus driving the profitability and influence of the dealer team. Increase support for medium-sized distributors and promote their rapid growth. Support for small distributors is less than that of large and medium-sized distributors, and more resources are devoted to the support of large- and medium-sized distributors.

In the third stage, "the pressure is on the middle of the small stable." In the third stage of development, the company has completed a nationwide network layout, with more than 1,000 dealers and annual sales of more than one billion yuan. At this time, the management method of the dealers of the company is very different from the first two development stages, and it should be “in the middle of a small stable state”.

At this time, the sales of big dealers accounted for a growing proportion of the total amount of the company, and they had the strength to call the manufacturers of integrated ceilings. If the integrated ceiling management method is not proper, it will easily lead to big dealers can not be cut off, and finally become the resistance of integrated ceiling business development. At this time, the integrated ceiling companies, while supporting large distributors, must formulate measures to restrict them and give them “sweeping spells” — they can't be allowed to do whatever they want. They must do things with the manufacturer's rules. For small distributors, companies must regularly rectify them. For those who “can't help the wall”, they must reluctantly cut off love and ensure the health and stability of the team. For medium-sized distributors, enterprises must increase their support and help them grow rapidly and become the backbone of development.

The integrated ceiling companies have different management methods for different types of dealers at different stages of development. "Syllogism" applies to enterprises in different stages of development and different types of distributors for effective management. There is no clear definition or standard at which stage the company is in development. Enterprises should be determined according to their own development situation, in different stages of development, different types of dealers to adopt different management methods, is the key to building a high-quality, stable dealer team. Of course, there are many ways for companies to manage their dealers. What management methods are most effective should be based on their actual conditions.

Integrated ceiling companies do a good job in the management of distributors, which is the basis for building a high-quality, stable dealer team, and is also an important means for companies to base themselves on the market and become bigger and stronger.