Choose The Four Standard Of Distributor

What is the biggest difference between market behavior of manufacturers and distributors?

Manufacturers want market share, no matter from speed, breadth or depth, what manufacturers want is sales scale, no matter from the amount of refund, customer quality, or terminal sales.

And the dealer?

First of all, we should consider profits, ready profits, immediate profits and short-term profits before we can really think about the concerns of manufacturers.

The difference between focus and attention causes the tortuous cooperation between manufacturers and distributors, which causes manufacturers to favor different distributors at different sales stages, and dealers have different cooperation relationships with different manufacturers at different times.

Cooperation pays attention to coordination, paying attention to the same pace.

However, in reality, manufacturers complain that dealers do not pay enough attention to and push their products, can not achieve the best market rate and return rate; complain that dealers will not only have to pay fees, delay in payment, but also have no other "achievements".

And the dealer?

Complain of factory intensive farming, direct control terminal, so that dealers only do goods pfer stations, volunteer porters work.

Complaining about the division of the resources of the manufacturers and distributing them according to the quantity, so that although the dealers are the owners of the expenses, they are not the masters of the cost.

Complain that the manufacturer controls the price, resulting in a lower profit margin for the downstream customers.

When manufacturers and distributors encounter the embarrassment of bedfellows, deep communication between them will be more difficult, and the cooperation between them will also go down.

However, where is the root of the contradiction between manufacturers and distributors?

The differences in their goals, ideas, directions and abilities from the present stage result in discrepancies between their daily behaviors.

At the present stage, the company is seeking the largest scale. Dealers demand the biggest profit at this stage, and the two sides can not resonate, so they will complain each other.

At this stage, the company demands profit first and cash as king. Dealers are now seeking expansion and occupation of the network, which will cause each other unable to take care of each other and drag each other's legs.

In fact, the voice of the two sides only resonates, and the resonance is reached at the pace, which is the greatest power.

It can be seen that the cooperation between manufacturers is like the marriage between husband and wife. Only the two sides are satisfied, is the happiest family.

So how can manufacturers or dealers choose their other half?

This article takes small businesses as an example to analyze the types of distributors:

1..

Rich (capital), potential (Network), someone (salesperson), car (distribution tool), status.

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2. match each other:

The two sides are equal in strength, mutual restraint, business and quantity, noisy and noisy.

3. paper for tiger type:

On the surface of the landscape, showing off their business and their financial strength everywhere, they actually have a pair of skins or empty shelves and cheat the manufacturers everywhere.

4. tasted: New

Or the new product wants to try out distribution, active thinking, passion, courage, but lack of patience and perseverance, in the short term can not achieve ideal results, it will give up.

In the face of these types of distributors, how can manufacturers choose them?

Traditional measurement standards may not be able to thoroughly understand dealers' attitude towards your products and decide the fate of their own products.

Traditional standards are nothing more than these:

1. dealer's reliability;

2. dealer staff structure;

3. distributor distribution capability;

4. dealer outlets coverage;

5. dealer market operation capability;

6. dealer management ideas and so on.

These indicators of distributors, even if you get full marks, are true, but these are distributors who sell to you at present.

It is unknown whether your product can get such a good fate, not your product.

If dealers are good to others, they do not necessarily mean that they will be good. Do you see the key behind hidden dealers?

Choose the four standard base of the dealer. These four standard bases can be used synthetically, or can be applied to a certain customer to decide their future partners.

One

Difference ratio

Can you immediately become a "real" or "Concubine" for a wealthy and noble dealer? If you are caught in the "cold palace" or empty "famous house", what should you do?

How can we be able to estimate the fate of our products in the face of these problems?

One of the most important measuring tools must not be ignored.

Difference ratio.

So-called

The difference ratio is in the dealership.

With the worst operation

Sales and best management

Sales ratio.

It can be seen clearly that dealers treat each other.

The value trend, the direction of operation, the dealer's favorite.

The relationship between the two sides has been deadlocked.

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2. dot growth ratio

For a well matched dealer, the most concerned problem when manufacturers choose them is the growth rate of downstream outlets of distributors.

A good match will make the two sides work well together, but the source of the life of the distributors is the downstream network.

If the growth rate of downstream network is negative growth or slow growth, dealers will be very obedient, but whether they can keep pace with the pace of the enterprise can bring the products of the enterprise into a benign market, these problems are all very important.

3. cooperative credit ratio

For paper tiger dealers, they are most concerned about the credit ratio of dealers to upstream manufacturers and downstream outlets.

To see clearly, these paper tigers' "gold and jade", to which extent it has achieved.

4. sales growth ratio

Manufacturers are most concerned about the growth rate of their sales for those who are reluctant to stop.

By analyzing the average sales growth rate of such dealers in the past two or three years, we can judge and analyze such customers, if we seriously distribute one.

What kind of results will be achieved?

If manufacturers and distributors want to cooperate with each other, they should choose the distributor according to their characteristics. It is the best way for them to avoid the "divorce" halfway.