"Managing dealer" is a slogan, or a wish. From a practical point of view. Production enterprise marketing management personnel at all levels almost every day for this dealer management and headache. This distributor tube is not good, the negative consequences are obvious, for example, sales of market implementation in place, the slow pace of sales. Market dynamics in a timely fashion. Enterprise security can not protect the assets, selling expenses continued to increase, good dealers often poached by competitors ~~~~~~
The reason why good tube manufacturers distributors, the problem is with the four
First, the dealer is not enough understanding
All the contradictions in the world comes from understanding the asymmetry, the asymmetry comes from understanding each other's do not understand the contradiction between the true manufacturer, manufacturers of the dealer's knowledge and understanding is very limited, Since very few manufacturers in the staff had experienced dealer of practitioners, that is not true understanding and knowledge of dealers, and more just by virtue of their subjective understanding to analyze the dealer. Or is relative of course to look at dealers. Many manufacturers of senior staff or the dealer as a simple and backward self-employed, or the dealer as the same with their own businesses, and even culture are not upstarts. Calling the shots, manufacturers of front-line operational staff also would look at the dealer, in fact, dealers are neither self-employed, not the enterprise, but a situation in between, has its own unique form of organization, profitable, and values. The point is, many dealers and manufacturers actually thinking the opposite, for example:
Manufacturers hope that the dealers do specialize in fine, the market for specific input. The dealer wants not be deemed as a profession or trade in too deep, do not be put on the market too much, to facilitate small boat U-turn.
Manufacturers hope that the dealer will make the market the first performance, then consider giving a certain market policy and resource support, and dealer wants manufacturers to market first, policy and resource support, and then come back and improve on market performance.
Manufacturers want products distributors can profit due to play thin, so help lower channel members, in order to increase sales, while dealers will want to increase the profits of a single product, and to some extent control the overall product sales, which a large amount of , occupied by the working capital are very high, and management costs will also be increased simultaneously.
Manufacturers hope that the dealer market, given the costs of manufacturers and channel policies for market development and channel relationships established, long-term market operations to establish a strong foundation, while the dealer is considered for short-term benefits, often the manufacturers costs and channels to market policies to retain, and directly into the profits of the dealers themselves.
Manufacturers believe that innovation is the soul of enterprise development, so keep models in the product and marketing innovation, and the dealer is out of business security and income stability considerations, but preferred the traditional marketing model and mature and old products .
Manufacturers in accordance with the trend of doing work, such as industry trends, market trends, market space and so forth, and this trend is the guiding principle, but the dealer is doing work in accordance with the results, the result is often the intention of this month how much money, how much money this quarter plan, how much this plan and so on, in determining the outcome of the premise, again to determine the current orientation of the development objectives and benefits.
In addition, the factory is mainly in contact with dealers line business, in general, manufacturers of front-line operations officer of the level of quality and professional range, and even sometimes very difficult to guarantee the level of communication, and, manufacturers of front-line business personnel and distributors in the process of communication and cooperation, there are still many unequal congenital deficiencies, such as manufacturers of front-line operational staff who belong to the wage, while the dealer owner is the boss of all sense; factory line operational staff level of education generally higher than the dealer boss to small business people, but manufacturers of commercial experience but generally a lot lower than the dealer, this would be of great communication between the inevitable obstacles and difficulties, such as this Many examples can be cited, in short, vendors, etc. for various aspects of the right, leading to difficulties in mutual understanding, which naturally has led to difficulties in understanding many contradictions and disputes arise.
Empathy can indeed solve many problems, but, really and indeed empathy is not easy to do. After all, most people are still subjective, and habits from their own selfishness considerations apply. Manufacturer's operational staff is so, so dealers are the boss, everyone is waiting for the other to understand their own initiative.
Second, only concerned with the future of distributors, dealers without regard to the background of the basic
From the top manufacturers, to manufacturers of front-line business, the dealer's concerns, manufacturers focused largely on their own product sales, due to issues related to extension of opening are:
Dealers on the degree of concern of the manufacturers of products;
The progress of the marketing plan;
The manufacturers use market costs;
The manufacturers and end product performance in the channel conditions;
Other similar manufacturers are trying to dig pry existing dealers;
The factory product in dealer inventory and adjust the delivery;
These issues, which we call the front desk between manufacturers and dealers, in fact, these problems are all on the starting point for the interests of manufacturers point of view, the core is to maximize the benefits of manufacturers, distributors and rarely to consider their own interests, or the interests of the dealer unitary, and that their product is factory has brought benefits to the distributors, in fact, the interests of dealers must be whole, and is of a global nature, not just through the distribution of a particular manufacturer's product benefits, as a dealer, he had the problem to be considered must be global, overall, from the inside out, for example, dealer's own development problems within the company's personnel management issues, new manufacturers develop new products and market issues, offline channels and terminal management, cash flow problems, operation and management cost control, the face of peer competition, etc., etc. these are the holistic benefits and distributors are closely related, these problems, we call back-issues dealers, these dealers boss really cares about the background of the problem, there are several manufacturers of high-level or business staff concerned? Furthermore said, even some relationship to the boss can help dealers effectively address those back problems?
Third, pay attention to the status of the competing parties and interests of the dispute
Vendors, on the surface is a community of interests, the pursuit of win-win, in fact, is among firms competing interests between manufacturers seeking distributors for their products, focusing on investment, up more distributors for the purchase of funds and market resources, and dealers are also constantly try to get more market manufacturers took out the cost and policy support to them, manufacturers and distributors are trying to operate more cost and risk transfer to the other head, this is a matter of fact we did not Law evade reality, but who is not willing to put these issues on the table, and no serious consideration to the problem spread, to find the balance between the interests of both sides. As manufacturers, on the one hand trying to pocket from the dealer more money out of the other, but also claim to dealers obedient, easy to manage, this dealer is not a fool, to obediently money or, have to obediently obedient? this how can!
Fourth, the homogeneity of the management ideas
Most manufacturers are on the dealer's management thinking about, and management thinking, like, will inevitably lead to the same behavior, this behavior as a result of the dealer's management situation we are about the same, then good management and cooperation Once widely copied and general use, the value also much to complain, and many manufacturers in product innovation, marketing models has been some innovation, but, in dealing with distributors, and dealers to promote the issue of cooperation rarely with innovations, in reality, we can easily find a little attention, the manufacturers of business people actually do are similar, or even see the dealer, speak out the words are similar, this dealer also may control how good?
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