▲ Management should be emotional, rational, and beneficial

  1. Good marketers should "shake hands at both ends and embrace in the middle."
  2. Master the "degree" of the manufacturer-distributor relationship: "close but not intimate, sweet but not cloying." ▲ Customer relations are a reality
  3. Truly respect distributors.
  4. Long-term cooperation, sharing weal and woe.
  5. Focus on daily work coordination.
  6. Ensure reasonable benefits for distributors. ▲ Teaching methods is key (Give a man a fish and you feed him for a day; teach him to fish and you feed him for a lifetime).
  7. Guide and support business management.
  8. Guide distributors in store decoration, store and product display design.
  9. Plan distributor and consumer promotions, PR, and advertising. Key Points of Distributor Management ▲ Management principles: Communication and service first, supervision and control second. ▲ Incentives (rewards) and inventory management are the focus of distributor management.
  10. Product Check the distribution and shelf management in markets at all levels, and whether there is cross-regional selling (channel stuffing).
  11. Price Whether the price is the unified price set by the manufacturer.
  12. Channel Channel smoothness and whether there are new ways for product flow, etc.
  13. Advertising Whether the advertising series is broadcast and related promotional materials (POP) are posted and distributed properly.
  14. Activity execution Execution of various promotions, PR, and event activities, and whether market responses are timely and effective. The 123456 Rules of Distributor Management One Center Sales activities should be centered on management. Two Basic Points Enterprises should build two teams: the sales representative team and the distributor team. Three Principles Building the market means establishing a sales network. Help distributors make money. Do a good job in terminal market construction. Four Goals Maximum sales volume. Minimum cost. Strongest control. Most consumers. Five Steps of Distributor Management Distributor selection (find the best partner). Sales activity promotion (always help with payment collection). Sales activity coaching (effective communication). Business guidance (strengthen regional business capability). Distributor management (choose partnership). Six Aspects of Distributor Management ▲ Price Management
  15. Price stability is the key ◎ For distributors at the same level, one price. ◎ "Give profit but not price" must be an iron rule. ◎ Retail prices must comply with the upper and lower limits set by the company. ◎ Market price stability directly affects sales volume and the willingness of retail outlets to purchase. ◎ The key to preventing cross-regional selling is price system control.
  16. Benefit distribution is crucial ◎ Everyone should make money; distribution is key. Generous profit margins and thoughtful service. ◎ The key is how to reasonably distribute profits among all channel links. ◎ Making customers money depends not only on the price difference the product leaves for customers, but more importantly on the company's market development and management capabilities. ▲ Channel Management
  17. Distribution management ◇ Understand the characteristics of the target regional wholesale and retail markets, including wholesale-retail price differences, payment methods, consumption trends and commonalities, and have sincere talks with retailers. ◇ The selection, training, and arrangement of distribution personnel is an important factor in the success of distribution. ◇ Before distribution, design a "Distribution Checklist" and "Market Survey Tracking Form," including retailer name, address, contact person, phone, business nature, and first purchase items, specifications, quantity, time, second visit (including phone) time and notes, second purchase time and notes, third purchase time and notes, purchase items, specifications, quantity, etc.
  18. Outlet Management Help distributors manage outlets well, collect and organize outlet information. ◇ Establish retailer files. ◇ Establish retailer sales registration forms, pay attention to retailer purchases, and retailer inventory turnover.
  19. Resolving Channel Conflicts
  1. Types of channel conflicts 1 Vertical relationships: relationships between channel members at different levels. Key points: payment collection, discount rates, incentive policies, product supply in peak and off seasons, market support, channel adjustments. 2 Horizontal relationships: relationships between channel members at the same level. Key points: price chaos, unbalanced product supply, different promotion methods, encroaching on territory, cross-regional selling. 3 Cross relationships: relationships between members of different channel types. Key points: inconsistent prices, cross-regional selling.
  2. Common channel conflicts 1 Internal conflicts within the same brand's channel ◎ The manufacturer does not reasonably plan the number of intermediaries in the target market, leading to mutual encroachment. ◎ The manufacturer is dissatisfied with the sales capability of existing intermediaries and intentionally "lets water in" to increase channel vitality. ◎ Cross-regional selling. ◎ Selling at low prices. 2 Upstream-downstream conflicts in the channel ◎ Upstream distributors adopt direct sales methods, competing with downstream distributors for customers. ◎ When downstream distributors strengthen their capabilities, they challenge upstream channels. ◎ The manufacturer bypasses first-level distributors and supplies directly to second-level distributors, causing conflicts between upstream and downstream channels. ▲ Distributor Inventory Management ● Inventory status is an important means of reflecting the sales situation of each product. ● Inventory status is one of the important bases for order creation. ● Inventory analysis is one of the bases for distributor promotion activities. ● Distributor inventory is a guarantee for overdue accounts receivable. ▲ Distributor Accounts Receivable Management ● Importance of distributor accounts receivable management
  1. Good capital turnover for distributors promotes payment collection.
  2. Only through product sales and capital return can repeat orders be generated. ● Account Management – Correct Understanding of Accounts
  3. A sales representative without financial concepts is not a good sales representative.
  4. Finance is like the human heart; once the heart is damaged, the person dies.
  5. Shipping goods and collecting money is the duty and responsibility of business personnel.
  6. Sales bring gross profit, but if debts are not collected, the loss is net profit.
  7. Messy accounts mean doing things without organization.
  8. Messy accounts easily cause supervisors to distrust you. ● Account Management Methods
  9. Establish a distributor shipment ledger.
  10. Require distributors to sign and confirm accounts.
  11. Pursue problematic payments early and seek support from supervisors and the company.
  12. Reconcile accounts with the company's finance department monthly.
  13. Financial personnel regularly reconcile accounts with distributors.
  14. Carefully keep account books, distributor IOUs, and distributor signed confirmations. ▲ Distributor Cross-Regional Selling Management ● Definition of cross-regional selling: It refers to distributors, driven by interests, to reduce investment, obtain temporary benefits, or complete the company's sales tasks, without developing markets with higher demand, causing disruption to the market price system and forming cross-regional sales facts; or it refers to distributors' failure to control their main sub-distributors, resulting in cross-regional sales by sub-distributors. ● Solutions to cross-regional selling:
  15. Product innovation – develop new products.
  16. Distributor selection and regional division – designate sales regions.
  17. Price policy – maintain consistency and reduce profit differences.
  18. Reasonable rebate policy – control low-price dumping for rebates.
  19. Channel management – strengthen market monitoring.
  20. Code system – implement different codes for different regions and markets. ● The key to preventing cross-regional selling is price system control. Price differences are the root cause of cross-regional selling. ▲ Distributor Personnel Target Management ● Distributor sales personnel responsibilities
  21. Collect orders.
  22. Collect payments.
  23. After-sales service.
  24. Provide market information. Business personnel who master the 123456 rules of distributor management will be able to handle distributor management with ease in future sales work. -END- Content Selection Click the title below to read directly: [Line Sales Representative Practical Operation Guide (with full PPT download attached)]