Domestic window and door curtain wall companies have also taken advantage of their own resources to enter the international market, making the market increasingly international trend. What is the current operating situation of dealers in the middle of sales? Recently, the author investigated the production and production status of distributors in the secondary door and window market.
Through the visit, the author found that there are many problems in the secondary market dealers in various aspects, simple induction, mainly in the following four aspects to be resolved:
I. Channel expansion Here, channel expansion refers to the dynamic process of dealers' development, cultivation, and management of distributors, end consumers, and groups that influence consumer purchasing behavior. From the point of view of the entire pan-home industry business model, product channels mainly include invisible channels and visible channels. The visible channels refer to wholesale channels and retail channels. Invisible channels refer to intermediary groups that affect consumer purchasing behavior, such as decoration companies. , home improvement designers and so on. Regardless of distributors or manufacturers, distribution channel construction is of the utmost importance. How to find distributors and distributors is a concern for manufacturers and distributors. Selecting distributors for distributors mainly involves the following five aspects:
1, operating strength. This mainly depends on the scale of wholesalers' wholesale products and the amount of input to the products. The sales volume of large-scale customers will certainly be large, and they will be able to maintain greater customer input in market development, thereby stimulating larger customer spending. Distributors can't deny that cooperation with distributors with a large scale of operations has considerable protection in terms of sales, and they are also at ease.
2, management level. To understand how the distributor's management level, as long as you look at the placement of his warehouse items will be able to know, management and management of the dealer's warehouse management must be in order, if the warehouse is indiscriminate, disorderly, indicating that The customer's management level is relatively poor. With the further intensification of market competition, dealers have to change from “sit-business†to “business-to-businessâ€. Not only do they have to do a good job of product distribution, they must also start terminal sales. Therefore, when selecting distributors, they must carefully examine and select those Well-managed distributors.
3, marketing model. The distributor's marketing model must be consistent with the nature of the product. If the marketing model does not match, it will inevitably cause the sales product to be blocked and the sales force is not strong. If it is not carefully examined, it may cause unnecessary disagreement in the future. The overall sales of the product.
4, operating experience. For distributors, this is also very important. A distributor who has long operated a certain product will certainly accumulate a considerable amount of professional knowledge and sales skills in its industry and be able to grasp the initiative of sales well. Understand the customer's needs and characteristics to ensure a steady increase in sales, so in the future sales work will certainly become the first choice for customers to choose products.
5. Willingness to cooperate. When choosing a distributor, we must choose those customers who truly cooperate with us, no matter how good the client's conditions are, and how high the management level is, if there is no real willingness to cooperate, it is estimated that such cooperation will not last long, so avoid this when choosing. a little.
Second, the group purchase model For door and window dealers, we must pay attention to this impact, especially dealers who do not have much sales resources. Group purchase has very important strategic and practical significance for the companies and brands that are purchased. It can be said that almost every company has group purchase behavior, but it does not mean that every company can pay attention to group purchase and can do it. The perfection. There are several main characteristics of group-buying marketing: First, consumption is concentrated, most of the group-buying customers must have obvious seasonality, and they will choose to do the decoration season.
The second is low prices. Most of the group purchases are on-site transactions and do not require cash flow. Moreover, marketing costs are low and profits are considerable. Third, the marketing link is shortened, and the group purchase model is not the same as the ordinary consumer shopping. The distributor only needs to negotiate with the person in charge of the group purchase, thus omitting many intermediate links. The author believes that in such a huge consumer market in China, the market for group purchase is obviously not to be underestimated, especially for home improvement products that are concerned with physical and mental health.
Third, pay attention to shopping guide There are many dealers believe that, in fact, guide purchasing can not play a big role, especially building materials such as aluminum products, the key is the product, not people, if you think this can be wrong. Although on the surface, shopping guides only take customers to look at products, introduce products and bargaining, but in essence, far more than these. Shopping guide is a very complicated and delicate work. At the same time, he must have the skills of “look, smell, ask, and cutâ€.
“Watchingâ€, that is, observing, means observing the customer, including age level, clothing, etc., but also observing the customer's speech behavior and spending power, so as to make preliminary judgments to customers and recommend suitable products. In the consumption of doors, windows and homes, if a designer is present, a large part of it will be determined by the designer. The shopping guide only needs to wait for the customer's inquiry.
“Smellâ€, that is listening, is listening carefully to the customer’s inquiries. When customers purchase certain products, they may be together with family members or friends. There will be different opinions on the products between them. Careful shopping guide will be Get a lot of valuable information from their communication.
“Askâ€, that is, asking, after obtaining preliminary information, shopping guides should enter the “question†phase in a timely manner. In the process of asking questions, at least the following core information should be known, such as housing area, housing height, and decoration. Style, etc., only by mastering this information can we do a good job as a staff officer for procurement and increase the transaction rate.
"Cut", that is to say, for the customer, shopping guide is an expert in this industry, so in this link we must take into account the customer's real needs, put themselves in place to provide customers with shopping advice, do not blindly recommend to the customer more expensive Products, to calculate the economic account for the customer, give them a more economical product portfolio, so that the customer's identification and trust.
Fourth, brand control The modern business community is a product homogenized society, and often the only distinguishing feature of a product is a brand. The brand is very important for dealers of agent products, so the boss of the Coca-Cola company dares to say that I will burn all my factory buildings. I can do the same for today, just give me the Coca-Cola brand. Companies like McDonald's and Pepsi Co., now that their business has been separated from their products, has become a culture, a kind of value concept, and a religious belief.
What is a resounding brand for distributors? Is sales, interest rates, images? But the most critical is the efficiency of sales. In general, the price of best-selling products is transparent, competition is fierce, not the main source of the company, so the dealer's cost of sales is relatively small, but also will drive the sales of other products, so that you can recover profits from other products. At the same time, because the sales speed is faster, and the turnover rate of dealer funds is increased, the author found in the building materials market that distributors of brand-name aluminum profiles such as Xingfa, Chinalco, and Zhongwang can be found everywhere. It can be seen that one dealer chooses a brand. The importance of
Through the visit, the author found that there are many problems in the secondary market dealers in various aspects, simple induction, mainly in the following four aspects to be resolved:
I. Channel expansion Here, channel expansion refers to the dynamic process of dealers' development, cultivation, and management of distributors, end consumers, and groups that influence consumer purchasing behavior. From the point of view of the entire pan-home industry business model, product channels mainly include invisible channels and visible channels. The visible channels refer to wholesale channels and retail channels. Invisible channels refer to intermediary groups that affect consumer purchasing behavior, such as decoration companies. , home improvement designers and so on. Regardless of distributors or manufacturers, distribution channel construction is of the utmost importance. How to find distributors and distributors is a concern for manufacturers and distributors. Selecting distributors for distributors mainly involves the following five aspects:
1, operating strength. This mainly depends on the scale of wholesalers' wholesale products and the amount of input to the products. The sales volume of large-scale customers will certainly be large, and they will be able to maintain greater customer input in market development, thereby stimulating larger customer spending. Distributors can't deny that cooperation with distributors with a large scale of operations has considerable protection in terms of sales, and they are also at ease.
2, management level. To understand how the distributor's management level, as long as you look at the placement of his warehouse items will be able to know, management and management of the dealer's warehouse management must be in order, if the warehouse is indiscriminate, disorderly, indicating that The customer's management level is relatively poor. With the further intensification of market competition, dealers have to change from “sit-business†to “business-to-businessâ€. Not only do they have to do a good job of product distribution, they must also start terminal sales. Therefore, when selecting distributors, they must carefully examine and select those Well-managed distributors.
3, marketing model. The distributor's marketing model must be consistent with the nature of the product. If the marketing model does not match, it will inevitably cause the sales product to be blocked and the sales force is not strong. If it is not carefully examined, it may cause unnecessary disagreement in the future. The overall sales of the product.
4, operating experience. For distributors, this is also very important. A distributor who has long operated a certain product will certainly accumulate a considerable amount of professional knowledge and sales skills in its industry and be able to grasp the initiative of sales well. Understand the customer's needs and characteristics to ensure a steady increase in sales, so in the future sales work will certainly become the first choice for customers to choose products.
5. Willingness to cooperate. When choosing a distributor, we must choose those customers who truly cooperate with us, no matter how good the client's conditions are, and how high the management level is, if there is no real willingness to cooperate, it is estimated that such cooperation will not last long, so avoid this when choosing. a little.
Second, the group purchase model For door and window dealers, we must pay attention to this impact, especially dealers who do not have much sales resources. Group purchase has very important strategic and practical significance for the companies and brands that are purchased. It can be said that almost every company has group purchase behavior, but it does not mean that every company can pay attention to group purchase and can do it. The perfection. There are several main characteristics of group-buying marketing: First, consumption is concentrated, most of the group-buying customers must have obvious seasonality, and they will choose to do the decoration season.
The second is low prices. Most of the group purchases are on-site transactions and do not require cash flow. Moreover, marketing costs are low and profits are considerable. Third, the marketing link is shortened, and the group purchase model is not the same as the ordinary consumer shopping. The distributor only needs to negotiate with the person in charge of the group purchase, thus omitting many intermediate links. The author believes that in such a huge consumer market in China, the market for group purchase is obviously not to be underestimated, especially for home improvement products that are concerned with physical and mental health.
Third, pay attention to shopping guide There are many dealers believe that, in fact, guide purchasing can not play a big role, especially building materials such as aluminum products, the key is the product, not people, if you think this can be wrong. Although on the surface, shopping guides only take customers to look at products, introduce products and bargaining, but in essence, far more than these. Shopping guide is a very complicated and delicate work. At the same time, he must have the skills of “look, smell, ask, and cutâ€.
“Watchingâ€, that is, observing, means observing the customer, including age level, clothing, etc., but also observing the customer's speech behavior and spending power, so as to make preliminary judgments to customers and recommend suitable products. In the consumption of doors, windows and homes, if a designer is present, a large part of it will be determined by the designer. The shopping guide only needs to wait for the customer's inquiry.
“Smellâ€, that is listening, is listening carefully to the customer’s inquiries. When customers purchase certain products, they may be together with family members or friends. There will be different opinions on the products between them. Careful shopping guide will be Get a lot of valuable information from their communication.
“Askâ€, that is, asking, after obtaining preliminary information, shopping guides should enter the “question†phase in a timely manner. In the process of asking questions, at least the following core information should be known, such as housing area, housing height, and decoration. Style, etc., only by mastering this information can we do a good job as a staff officer for procurement and increase the transaction rate.
"Cut", that is to say, for the customer, shopping guide is an expert in this industry, so in this link we must take into account the customer's real needs, put themselves in place to provide customers with shopping advice, do not blindly recommend to the customer more expensive Products, to calculate the economic account for the customer, give them a more economical product portfolio, so that the customer's identification and trust.
Fourth, brand control The modern business community is a product homogenized society, and often the only distinguishing feature of a product is a brand. The brand is very important for dealers of agent products, so the boss of the Coca-Cola company dares to say that I will burn all my factory buildings. I can do the same for today, just give me the Coca-Cola brand. Companies like McDonald's and Pepsi Co., now that their business has been separated from their products, has become a culture, a kind of value concept, and a religious belief.
What is a resounding brand for distributors? Is sales, interest rates, images? But the most critical is the efficiency of sales. In general, the price of best-selling products is transparent, competition is fierce, not the main source of the company, so the dealer's cost of sales is relatively small, but also will drive the sales of other products, so that you can recover profits from other products. At the same time, because the sales speed is faster, and the turnover rate of dealer funds is increased, the author found in the building materials market that distributors of brand-name aluminum profiles such as Xingfa, Chinalco, and Zhongwang can be found everywhere. It can be seen that one dealer chooses a brand. The importance of