, Inner Mongolia Wuhai Talent Network
The original purpose of cooperation between enterprises and dealers is that the enterprise does not have a network in that area. By cooperating with dealers, their networks are incorporated into the enterprise's network. Using the dealer’s vehicles, personnel, and funds allows the product sales in that city to rapidly increase. Therefore, cooperation between enterprises and dealers is a way for enterprises to quickly build a network, quickly recover funds, quickly start the market, and rapidly increase sales. For the vast majority of food enterprises, dealers are also the fastest route to increase sales in regional markets. However, the two key indicators affecting the dealer's contribution to the regional market sales are "the strength of the dealer and the willingness to cooperate."
Improving the dealer's willingness to cooperate
[Case] Last year, Company A had a dealer named Manager Wang in a county-level market. This dealer mainly operated a nationwide brand of instant noodles and laundry powder, with 6 employees, 4 delivery vehicles, and a warehouse area of 300 square meters. The financial strength, terminal network control ability, and willingness to cooperate with the dealer were all good. Since Manager Wang mainly operated an instant noodle brand, the channel matched well with the channel the company wanted to sell. After more than a year of market operations, the brand's awareness and recognition improved somewhat, and a group of loyal consumers was cultivated in the market. However, in the early stages, the company only conducted simple sales volume evaluations on dealers and salespeople without process management. It did not matter if it was a black cat or a white cat, as long as it caught the mouse, it was a good cat. Ignoring basic indicators such as market coverage rate, advertising activation, customer relations, active customer numbers, price system evaluation, and process management affected the healthy growth of the market. As a result, some uncoordinated events occurred between manufacturers and dealers. Last year, there was an incident where a salesperson took the deposit from the terminal store and ran away.
[Analysis] The company's management system was not sound, allowing employees to exploit loopholes in the system. Last year, during the operation in this market, due to poor management of store sign deposits, a salesperson took nearly ten thousand yuan of terminal store sign deposits and fled. The terminal stores were constantly asking the dealer for their deposits. Because the company failed to resolve the issue of the salesperson taking the deposit, the relationship between the manufacturer and the dealer became tense. After the Spring Festival, Manager Wang refused to make payments and ship goods.
The company only evaluated results for salespeople and dealers without process management, leading to situations like discounting of best-selling products and selling off goods at reduced prices. This made the product price system chaotic, channel profits transparent, and the channel lacked driving force, affecting the dealer's profit and willingness to cooperate.
[Solution] First, solve the problem and strengthen management, Inner Mongolia Wuhai Recruitment Network. Regarding the incident of the salesperson absconding with money, the company considered that Manager Wang still had a good willingness to cooperate with the enterprise. The main product channels matched the channels the company wanted to sell. The company compensated the dealer with high-margin products worth ten thousand yuan in the form of goods to offset the losses caused by the salesperson taking the store sign deposit. To express the company's regret for last year's poor management and its sincerity to cooperate, the company also provided an additional 2000 yuan worth of products to the dealer.
Review and research to find defects in the previous management system, improve critical management tools, and enhance the ability to control marketing processes, ensuring that the entire marketing process remains controllable. With the discovery of various work defects and problems at the front line, the company established a supervision department, ensuring the objectivity and authority of supervision from an organizational perspective, maximizing the role of the supervision department in...
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