01
In the China Ceramics Network's "Channel Fission·Market First" terminal survey (Fuzhou Station), the interviewed dealers said the most about the requirements for building ceramics manufacturers There are two major factors: product and brand, that is, the product must have good appearance, good quality, and competitive price (market segmentation); and the brand must have visibility, reputation, and influence. Almost no one mentioned the factor of manufacturer personnel. .
In fact, the influence of manufacturer personnel on dealers is self-evident. Support policies are formulated by manufacturer personnel, assistance measures are implemented by manufacturer personnel, and the products and brands that the interviewed dealers are very concerned about are also produced by manufacturer personnel. The manufacturer's personnel who have the closest relationship with dealers are none other than salesmen. For manufacturers and dealers, salespeople are like bridges connecting both sides of a river. They are the main channel to ensure effective communication and active cooperation between the two, and their role is of vital importance.
Good salesmen have their own ways, and bad salesmen are destined to die.
A good salesperson will make full use of all available conditions of the brand and the individual, maximize their subjective initiative, and open up new markets for manufacturers. Provide effective assistance to dealers to enhance brand awareness, reputation, influence and continuous growth in sales; on the contrary, a bad salesperson who either does nothing or acts indiscriminately can become an obstacle to the cooperation between manufacturers and dealers , and can even destroy the dealer and the entire sales area it is responsible for.
02
Before participating in the terminal survey of China Ceramics Network, Brother Chan knew that many salesmen were cheating brands and dealers in the building ceramics industry, but he never had the opportunity to face each other face to face. I heard what the dealer said; through research at the Fuzhou station, I was finally able to understand this phenomenon personally.
"What to sayHelp dealers, empower dealers, bullshit! "During the Fuzhou station survey, a dealer interviewed told Brother Chan that he hated the salesmen of the brands he represented.
He said that before officially joining that brand, the salesman would come to his store many times every month when he traveled to Fuzhou on business trips and promised him various favorable policies of the manufacturer. , excitedly describing various bright prospects for cooperation; but as soon as he signed the agency agreement and shipped the first batch of goods, the salesman never came to his store again, the store decoration was not followed up, and the new products were not displayed well. Ask, I don’t care about new product training. I called the salesman many times to urge him to provide help, but the answer he got every time was that he could not do anything about these things. The design department and marketing department of the headquarters should be responsible for it, but the design department and marketing department were too busy to deal with it, and there was nothing he could do. .
"It's really hard to get out of the way now, and we have completely fallen into a pit." The dealer sighed, "What else can we do? We have no funds and no team. Maybe we can find a way to get rid of these incoming tiles."
After hearing these words, Brother Chan was a little confused: Is the salesman seeking death? Why would he deceive the dealers he works with? Did the dealers interviewed exaggerate?
As it happened, Brother Chan met this "legendary" salesman in another interviewed dealer's store the next day - the reason why he was mentioned He is the salesman mentioned above because the dealer interviewed introduced him. At that time, he was "actively" looking for opportunities, trying to repeat his old tricks and "develop" a new customer. You know, the dealer mentioned above has not terminated the cooperative relationship with it.
Then what is his purpose in doing this? At this point, everyone who builds the pottery knows that he is either trying to complete the sales task assigned to him by the manufacturer, or he is trying to speculate through sideways. Such behavior that both defrauds dealers and harms the interests of manufacturers is common in the ceramics industry.
Salesmen like this at the stalls are, to put it harshly, like two people.How can dealers reap the benefits of opportunistic, deceitful salesmen?
03
Of course, not only the building and ceramics industry has such salesmen, but every industry has them, and every development stage of every industry has them. This has nothing to do with the industry, but is closely related to the salesperson's personal cultivation. For those who are flashy and opportunistic, no matter which industry they work as a manufacturer's salesperson, they may become a "trap" dedicated to "framing" dealers.
But, what I want to say here is but.
In the current environment where the construction and ceramics industry is experiencing an unprecedented "cold winter", there are more and more such salesmen. Some of them are products forced by the environment.
Due to the sluggish market and fierce competition, in order to survive, most ceramic companies have introduced preferential policies for dealers and reduced staff, reduced costs, and increased efficiency. The powerful means is nothing more than strengthening the assessment of salesmen and strengthening the management and control of dealers through the assessment of salesmen.
For salesmen, only when the sales task completion rate reaches the assessment standard can they receive the corresponding minimum salary and commission; if the completion rate is lower than the assessment standard, not only If you cannot receive the corresponding minimum salary and commission, you will also be punished by fines, demotion or even expulsion.
Faced with the huge pressure of the market and relying on the weak measures of manufacturers, some salesmen have to use every means to make money to support their families, such as urging, pressuring, deceiving, etc. Means that may work in the short term to encourage existing dealers to ship, or to develop new dealers.
One level at a time. If the salesperson fails to complete the task, he will be killed by the sales boss (brand boss); if the sales boss (brand boss) fails to complete the task, he will be killed by the larger leader.Or the boss will kill him... Since the ceramics industry suffered a cliff-like decline in 2018, the entire ceramics industry has been filled with a kind of anxiety, and anxiety has made the ceramics industry, which is already eager for quick success and quick profits, even more eager for quick success and quick profits.
In this case, all the bosses of the troubled ceramics companies have no patience with the sales CEOs (brand bosses). They only give them a little time, but they cannot turn things around. You must resign and leave; all sales CEOs (brand CEOs) who are under great pressure have no patience with salespeople. They only require that they complete sales tasks every month. If they cannot complete the sales tasks, they must resign and leave.
How can we talk about developing good products when running a business with such a mentality? How about improving the brand? How about helping dealers? How about increasing sales and profits?
Therefore, the more critical the industry encounters and manufacturers and dealers work together to tide over the difficulties, the more bosses must maintain a peaceful attitude and pay attention to people. The factors start from the sales manager (brand manager), from the team, and from the relationship between salesmen and dealers.
Never learn from Chongzhen, the last emperor of the Ming Dynasty, who employed people without trusting them, was self-willed, eager for quick success, and completely disregarded objective conditions, forcing Yuan Chonghuan to lead the Ming army to attack with ten times the force With the Qing army on his side, he forced Sun Chuanting to lead the Ming army to attack the powerful rebel army of King Li Chuang... and finally forced the Ming Dynasty to collapse.
