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Articles by 马坚行
Browse 4 New Distribution articles by 马坚行.
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When Distributors Complain, What Should a Regional Manager Do?
Distributor complaints are common for regional managers, but handling them requires skill. This article explains how to distinguish genuine complaints from false ones using the 'one look, three questions' method, and offers strategies for addressing real issues by soothing emotions and solving problems, illustrated with a case study of a small appliance brand.
马坚行When Distributors Complain, What Should a Regional Manager Do?
As a regional manager, hearing complaints from distributors is normal. However, handling them improperly can escalate issues, potentially leading to collective rebellion. This article provides techniques for distinguishing genuine complaints from false ones and offers strategies for addressing real issues, including emotional guidance and problem-solving.
马坚行How to Develop a Market That Has Been Ruined?
Developing a new market is something most regional managers know how to do, with their own 'Eight Steps' or 'Nine Yin Manual'. But when it comes to a market that has been ruined, many are at a loss. Every relatively mature company faces this issue, with some regions becoming half-cooked and even having historical problems. Re-entering such a market is far more difficult than entering a new one, requiring 5-10 times the effort. The author recently trained a beverage brand, where regional manager L was newly assigned to Yulin, where the local market had been ruined by multiple distributor changes, and the brand's reputation was poor. After efforts, L found interested clients, but they hesitated at the last moment due to lack of confidence in the brand. The key to reviving such a market is 'confidence'.
马坚行How to Develop a Market That Has Been Ruined?
Most regional managers know how to develop a new market, but many are at a loss when it comes to a market that has been ruined. Such markets require 5-10 times more effort than entering a new one. The key is to rebuild confidence among distributors and customers, starting from small areas, new channels, and new products, gradually expanding to the whole market.
马坚行