Distributors generally suffer from low quality, lack of marketing theory knowledge, and outdated concepts and sales methods. Even those distributors selected by enterprises are no exception, which greatly restricts the rapid growth of distributor performance. Therefore, the key is to teach customers survival skills and the ability to gain profits from the market, so as to achieve a win-win strategy for both the enterprise and customers. To this end, in order to effectively cooperate with enterprises in distribution activities and market operations, comprehensively improve distributor quality, and achieve common development of distributors and enterprises.
Element 1: Help distributors establish advanced business concepts Thinking determines the way out, and concepts determine actions. Business concepts are directional and principled issues; backward and erroneous business concepts inevitably lead to low distributor performance. Many beer distributors have a sit-back-and-wait mentality, lack development awareness, and have evasive and fearful attitudes towards fierce market competition. Enterprises must help distributors abandon backward thinking, establish a traveling merchant concept, actively attack and meet challenges, and actively participate in market competition, fostering a strong sense of competition and development. To this end, enterprises should strengthen communication and exchange with distributors, continuously improve service quality, and constantly instill their corporate culture (corporate spirit, business philosophy, strategic goals, brand connotation), product and brand advantages into distributors, so that distributors recognize the importance of establishing strategic partnerships with enterprises and achieving common development, actively accept the enterprise's business philosophy, and build confidence in development and growth, ultimately gaining the greatest recognition and support from distributors.
Element 2: Provide necessary assistance in management and guidance The improvement of distributor quality requires a long process, and modern marketing emphasizes resource complementarity between manufacturers and distributors, establishing strategic partnerships. Therefore, relying solely on the enterprise's own strength is difficult to accomplish market development tasks. Enterprises must provide strong support and help to distributors, assisting them in market development in terms of personnel management, market positioning and planning, terminal management, and actively supporting distributor operations in vehicles and personnel.
Element 3: Strengthen learning and communication among distributors Pure verbal preaching is often weak, while real examples are often convincing. To this end, successful cases driven by advanced concepts and close cooperation between enterprises and distributors should be established as models, organize other distributors to visit on-site, hold symposiums, and let distributors from model markets share their experiences and teach by example. Seeing is believing, and reality is the most persuasive. Moreover, peer experience is highly operable and has strong reference value, making it easy for other distributors to accept and effectively implement, which is very effective in improving distributor quality.
Effective training is very important for improving distributor quality. How to make training more effective? On the one hand, it is necessary to deeply study distributor needs and determine training content. Training content should include corporate culture, marketing policies, market situation and prospects, analysis of distributor current situation, advanced marketing concepts, marketing skills, etc. On the other hand, choose training methods that distributors prefer. Reduce school-style classroom training, hold more symposiums, and conduct training through exchange and communication. Training content should be diversified, such as having enterprise leaders lecture on corporate culture and business philosophy, market situation analysis and outlook; marketing personnel lecture on market operation skills; marketing experts lecture on marketing theory; and excellent distributors lecture on market operation experience. Such training content is both macro and micro, not only broadening distributors' horizons and improving ideological understanding, but also obtaining practical operating methods, so the training effect will be good.
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