经销商化骨绵掌赢取厂家政策.doc

经销商化骨绵掌赢取厂家政策厂商博弈是白酒行业永恒的话题，经销商与厂家是对立统一的利益共同体，经销商要在博弈中取得合理的市场支持就必须了解厂家喜欢或者支持什么样的合作伙伴，厂家进行市场运作，每年的市场费用有限，经销商要在厂家规划的市场费用中博取自己的市场支持是有学问和有策划的。笔者认为经销商仅仅站在自己的立场去考虑问题是一种短视的行为，经销商要谋取厂家的市场支持应该在如下几个方面进行思考与总结。完善策略与缜密计划优于会哭、会闹。经销商在向厂家申请政策时是仅仅向厂家苦诉自己的市场是如何有困难，而是制定周密而完备的市场运作方案是上上策，虽然有俗语说：会哭的孩子有奶吃。会哭、会闹固然是争取市场支持的手段之一，相比与完善的计划和运作方案两者来说，厂家更希望看到完备的方案，这样，厂家知道市场支持是真正用到市场中，投入可以看到回报的希望，厂家与经销商合作最终的目的谋取利润。厂家进行市场支持前是总是向经销商问及你是如何运作市场？厂家拿出市场费用不是弥补给经销商的利润，而是通过市场支持来博得经销商市场运行的决心和积极性。有些经销商变相把厂家支持谋为己有是屡见不鲜的事情，久而久之厂家看不到市场起色势必会减少市场费用。经销商向厂家申请费用前制定完备的方案可以打消厂家市场投入无效果的疑虑。完备的方案包括：市场支持是如何投入市场的？投入市场的费用是多少？投入后市场的效果是如何？市场费用厂商如何承担？提报方案最好以成案的形式，因为成案的形式比较正式，不少经销商文化水平低或比较懒惰经常用口头的形式进行表达，不是被搁浅就是被厂家的人员转达方案遗漏导致厂家领导难以批复。小王是古井业务出身的经销商，运作B品牌已经有些年头，小王每次向厂家申请市场费用的方式可以供借鉴与学习，小王自己说到：每次我向厂家申请费用首先要写好此次活动的方案，明确此次活动的目的、活动形式、活动的效果预测，然后再说我进多少金额的产品，需要厂家配合什么样的政策，当然要的政策也不能太离谱。拿着成文的方案找主管我片区的经理和业务员坐下来沟通可行性，每次基本上都能得到认可。刚开始我也学其他经销商在酒厂的经理面前苦诉市场困难大，市场费用少等问题，甚至有时间闹情绪，但即使厂家想拿出一定政策来支持市场因为个人的情绪而影响未能实现。所以我后来思考很多，厂家要的是有没有完整的营销思路，而不是拿着费用出去没有效果。我是厂家业务出身，置换一下角度，很多事情就迎刃而解。一套完整的营销思路是获取厂家支持的必要条件，可以帮你说服企业领导，让企业感觉到投入有回报的希望。心灵美和面容秀两者兼顾。如果把经销商与厂家的关系比作夫妻关系，那么经销商就应该是心灵美与面容秀的媳妇。媳妇要从丈夫那里获得经济支持就必须能下的厨房和进的厅堂，这里的心灵美是指经销商必须做好自己分内事：市场销量、市场铺市率、活动执行、产品陈列等。面容秀是指经销商在做好分内工作的同时把自己所做的工作通过一定形式表示出来。心灵美与面容秀是不矛盾的两种经销商表现形态，有些经销商是只会埋头苦干，修炼自身的心灵，厂家不一定能感觉到市场启动的艰辛，到头来可能是厂家没有得到认可。踏踏实实做好分内工作固然是生意之本，但也不能忽视展示与表现的艺术。而有些经销商也可能走相反的道路只顾在厂家面前展示自己优秀的一面，忽视了市场基本动作，有可能短时间得到市场的支持，但市场问题始终会暴露无遗，厂家茅塞顿开。因此经销商要获得持久的市场支持一定要兼顾面子工程和里子工程。网络全胜于关系好。经销商与厂家合作最大的资源和筹码是销量网络，也就是给予网络的完善才能拿优质品牌的代理权，网络是经销商的核心竞争力。厂商的客情关系是厂商合作的润滑剂，良好的客情关系能使双方的合作如鱼得水，但客情关系并不是经销商向厂家获得市场支持的最佳方式。网络健全和良好客情关系两者相比能在厂家中活动政策支持，前者是根本，后者是辅助作用。有些经销商经常本末倒置的处理方式让本应合理的市场支持处于尴尬的地步。网络健全是用实际行动来争取市场的支持，客情关系良好是用情感来获得对方的帮助两者的出发点和本质不同，厂家人员是讲究个人感情，但厂家人员更看重经销商给厂家带来的利润和个人待遇提升的现实，相对于实在的利益，个人情感要处其次。用客情关系来获得支持是剑走偏锋。经销商如何健全自身的销售网络？首先要丰富自身现有的产品线，选择适合不同终端销售的产品，没有适销对路的产品，经销商下再大的功夫网络也难以健全。其次是经销商要组建一定规模的销售团队，销售团队要分工明确，餐饮、流通、团购、商超不同渠道的人员要分工到位。第三要建立合理的绩效考核机制，尤其要客户每月终端开发的数量。邳州胡老板是x品牌徐州区域经理张经理的战友，通过张经理的引荐3年前开始运作X品牌，张经理与胡老板的个人关系是可想而知，市场起步对邳州市场的支持可谓不小，但经销商三年的市场运作，该市场的年销售量仍在200万元，胡老板的销售网络仅仅在邳州城区，乡镇网络基本处于待开发状态。张经理多次说服胡老板上几款价位低档的产品经营乡镇市场，但都被胡老板以低档产品利润低，操作费精力为由宛然拒绝。张经理虽然与胡老板关系很好，但公司销售指标要求该市场上量，张经理不得不在该区域另外招募一流通产品经销商，而后胡老板的市场支持费用逐步专业到流通经销商的门下，当年流通产品销售额就突破200万元。通过上述事例我们可以看出厂家需要的是规模突破和网络的健全，而胡老板乡镇网络的暂缺使厂家工作支持方向的转移，也证明关系方法活动政策只可使用一次而不可长期使用。网络是经销商的生存之道。秀忠诚优于摆实力。厂家喜欢忠诚的经销商也喜欢有实力的经销商，这成为经销商获得市场支持的重要筹码，但相对两者而言，厂家更喜欢忠诚的经销商，这就是为什么厂家经常砍大经销商的原因，在厂家面前摆实力争取市场费用是厂家最反感的举措，一旦大商用这种手段来获得支持，下一步将面临网络分割甚至被砍的风险。经销商能在厂家面前摆实力说明该厂家的产品在某市场有不菲的销售量，市场基础也很不错，厂家对下游网络的渗透于管理也趋于完备，其他经销商来运作该市场影响不会太大。秀忠诚相对于摆实力是明智的选择，摆实力是分庭抗礼的举措，秀忠诚是统一战壕的上策良方。经销商如何秀忠诚？首先要不能代理同价位的白酒产品，不管任何厂家都不希望经销商经营其他品牌产品，因为经销商的资金实力、团队的精力是有限的，经营其他品牌的产品势必挤压经销商的销售渠道，再者稀释团队在本产品的精力。其次，主动提出承担费用来配合厂家开展相对于的促销活动，有些经销商抱着现有产品的利润空间不松手，仅仅希望厂家独子拿出费用来操作市场，殊不知市场是厂家和经销商共同的市场，拿出合理的费用来配合市场最终受益的是自己。第三，秀忠诚要搞好与厂家的人际关系，在做事情上要提前告知，在礼节上要相互尊重。第四，经销商不能出现窜货行为。时老板是临沂A白酒品牌的区域经销商，运作做该品牌5年以上，年销售该品牌在500万元以上，商贸公司年销售额在1000万元以上，是当地相对比较大的酒水代理商。五一是白酒过春节后的一个小旺季，厂家人员想利用旅游活动来拉动一下消费。按照合同约定厂家用于市场支持的费用在15%左右，由于时老板过度的渠道压货，产品出现倒挂现象，规定的促销力度已经难以刺激产品的动销。时老板不是想办法解决市场问题，反而通过与其他品牌接触来威胁厂家来增加市场投入，这种通过自己实力与厂家摆谱的行为虽然得到厂家此次活动支持。但时过不久厂家就笼络其下游的分销商，通过和下游分销商直接合作来进行扁平化淘汰时老板。厂商政策博弈是有策略的博弈过程，经销商必须了解企业某一时期的战略意图是什么，在明确目的的基础上形成方案后，在厂家面前是秀忠诚，还是秀网路、秀关系要具体对待，不管是用何种策略但必须要让厂家感觉到经销商一定是在为市场考虑，为共同的利益在考虑，而不可让厂家感觉到经销商是使小心眼在套取厂家的政策为个人谋福利。也许经销商朋友们向厂家争取政策的手段很多，但要看看这些手段能否让厂家一如既往的支持经销商的区域市场。长期持续的市场支持是经销商维护市场的良药，短期过激的政策反而会扰乱市场的政策秩序。Game is a eternal topic of liquor-making industry, manufacturers distributors and manufacturers is the unity of opposites, the interests of the community dealers to get reasonable market support in the game we have to understand what kind of partner manufacturers like or support, manufacturer in market operation, market cost of each year is limited, dealers in the market cost of manufacturer is planning to gain their market support is learned and planning. The author thinks that the dealer just stood in their position to consider the problem is a short-sighted behavior, distributors to enlist manufacturers market support should think and summarized in the following aspects.Improve the strategy and careful planning is better than that of will cry, will make.Dealers when apply to the factory policy is only to affliction to their market is how difficult, but making thorough and complete marketing plan is the best policy, although there is a proverb says: the child will cry there is milk to eat. Will cry, will make it is one of the means for the support of the market, compared with the perfect plan and operation plan for both manufacturers want to see more complete solution, in this way, the manufacturer know market support is really used in the market, investment as you can see the hope of reward, manufacturers and dealers cooperation ultimately the purpose of profit.Manufacturer prior to marketing support is always asked about how you work to distributor market? Manufacturer offered market costs are not cover to distributors profits, but through a distributor marketing support to impress the market operation of determination and enthusiasm. Some dealers in disguised forms manufacturers support for him is a common thing, as time passes manufacturer to see the improvement will reduce the market cost. Distributor to manufacturer the application fee before making a complete solution can reassure manufacturers market investment without effect. A complete solution including: market support is how to get to market? What is the cost of the market? After put into market effect how? Manufacturers how to bear the market cost? Submission scheme in the form of a case, the best because as a case in the form of a more formal, many dealers cultural level is low or relatively lazy often in the form of verbal communication, is not be stranded by factory personnel to convey omission cause factory leadership is difficult to reply.Ancient business from dealers, wang works B have been brand for some years, wang every time apply to the factory for the costs of market way can be used for reference and study, wang himself said: every time I apply to the factory cost must first write the activity plan, clear the purpose of this activity, activity form, the effect of the activity prediction, and then say I came into the amount of products, need manufacturers cooperate with what kind of policy, policy should of course also cannot too tall. With a written plan for my area manager and the salesman to sit down and communicate the feasibility, basically every time to get approval. At first I also learn other dealers in front of the manager of the winery gravamen difficulty is big, the market cost less, and even have time to repeatedly, but even if manufacturers want to take out certain policies to support the market for personal emotions affect failed to materialize. So I think a lot later, the manufacturer to have a complete marketing ideas, rather than holding cost out to have no effect. I am a manufacturer business background, displacement Angle, a lot of things is solved.A complete set of marketing thinking is the necessary condition to obtain manufacturers support, can help you to persuade corporate leadership, make enterprises feel there is a hope of return.Beauty of mind and face show both.If the dealer relationship as husband and wife relationship with manufacturer, distributor should show is the beauty of mind and face the daughter-in-law. Daughter-in-law to get financial support from her husband, he must be able to the kitchen and into the hall, the beauty of mind here refers to the dealer must do their part: sales, shop the market rate, activity execution, product display, etc. Face show refers to the dealer at the same time of do the work themselves through some form of work done.Beauty of mind is not incompatible with face show forms two dealers, some dealers will only hard work and practice their own heart, manufacturers may not be able to feel the market launch of hard, in the end may be the manufacturer not recognised. Steadfast do work is is the soul of business, but also cannot ignore display and performance art. And some dealers may also be absorbed instead of road in front of the factory to show their best side, ignore basic action, the market is likely to short time for market support, but the market problems will always be exposed, manufacturer. So the dealer to obtain lasting market support must face and lining engineering.Good network wins in the relationship.Dealers cooperation with manufacturers greatest resource and chip is a sales network, is to give the improvement of the network to take the high quality brand agency, is the core competitive edge of the dealer network. Manufacturer of guest relations is the lubricant of manufacturers cooperation, good guest love relationship can make the cooperation of both sides like a duck to water, but not love relations between the dealer to the manufacturer to obtain the best way to market support. Network sound and a good guest love relationship both can in factory activity compared to policy support, the former is fundamental, the latter is a supporting role. Some dealers often put the cart before the horse should have reasonable processing way of marketing support at the point of embarrassment.Sound network is to use practical actions to win support from the market, the guest mood is a good relationship with feelings for each other with the help of the starting point and the essence of the two different, factory workers is pay attention to personal feelings, but the factory personnel more weight is given to the dealer profits for manufacturers and individual treatment of reality, relative to the real benefits, personal feelings to the second. Use to get the love relations between the lateral support is a sword.Dealers how to improve its own sales network? First, enrich their existing product line to choose to suit different terminal sales products, not readily marketable products, the distributor again big network of kung fu is not sound. Followed by the dealer to form a certain scale of sales team, sales team should have a clear division of responsibilities, catering, circulation, group purchase, business over different channels of personnel division of labor in place. The third to establish reasonable performance evaluation mechanism, especially the number of customer monthly terminal development.If the boss is x brand manager of xuzhou hu manager zhang comrades, from the manager zhang introduced three years ago began operating x brand, manager zhang is a personal relationship with the boss hu, market started to support if the market is not small, but the dealer three years of market operation, the market still is in 2 million yuan in turnover, mr.hus sales network in city area, if only basic network in villages and towns development status. Manager zhang many times to persuade the boss hu management of villages and towns a few low prices of products on the market, but the boss hu on low-grade product profit is low, handling fee for now refused to energy. Manager zhang with hu boss have a good relationship, but the company sales target for the city court, manager zhang had to recruit another circulation in the area product distributors, and then the boss hu market support costs gradually professional dealers door to the circulation, the circulation of products sales will exceed 2 million yuan.Through these examples we can see that manufacturers need is a breakthrough and network scale of sound, and hu filled by any boss township network to support the direction of the transfer factory work, also proved that relationship method activity policy can be used only once and do not use for a long time. The network is dealers survival.Show loyalty is better than strength.Manufacturers like loyal dealers also like to have the strength dealer, it has become an important chip to dealers marketing support, both, but relatively, the manufacturers like loyal dealers, this is why the dealer often cut down a big manufacturer, in front of the factory put power market expense is manufacturer to move the most disliked once big commercial the means to support, the next step will be faced with the risk of network segmentation has even been cut. Dealers can strength indicate that the manufacturer of the product is placed in the factory before have a high sales volume in a market, the market foundation is also very good, manufacturer of downstream network penetration in management, tend to be complete, other dealers to operate the market impact will not be too big.Show loyalty strength relative to the pendulum is a wise choice, put strength is rival, show loyalty is unified trenches for the best policy. Dealers how to show loyalty? Must first cant agent with the price of liquor products, regardless of any manufacturer dealers do not want other brand products, because the dealers financial strength, the teams energy is limited, other brands of products is bound to squeeze the dealer sales channels, further dilution team effort in this product. Second, offered to bear the cost to cooperate with the manufacturers to carry out the relative to the sales promotion activity, some dealers hold the profit space of existing products dont let go, only hope that manufacturers only take out cost to manipulate the market, but the market is a common market, manufacturers and distributors take out reasonable expenses to match the market eventually to benefit themselves.Third, show loyalty to improve relationships with manufacturer, doing things in advance, on etiquette to respect each other. Fourth, transregional sale dealers cannot act.When the boss is linyi region of A liquor brand dealers, works to do the brand more than five years, annual sales of the brand in 5 million yuan of above, in trading company with annual sales of 10 million yuan of above, the local wine agent is relatively large. May Day is liquor after the Spring Festival, a little busy season, factory workers want to take advantage of tourism activities to boost consumption. Manufacturer for marketing support fees according to contract agreement at about 15%, due to excessive channels when the boss pressure goods, products appear upside down phenomenon, promotions of re