At present, there are 180 thousand China medical equipment dealers, from 180 thousand dealers in the army to find their own best distributors why the best distributors so hard to find? What is the best distributors dealers? Why are companies and dealers at?
Why are more and more difficult to manage dealers? Why firms in the market, the dealer on the cost increase, while sales growth can not be achieved? Why do I put the main dealer resources and energy to other manufacturers even competing products and we have no way? To solve the above problem, we first define two concept:
The concept of a dealer is a legal person which is independent of the enterprises, enterprise management is an important link in the chain, in the first step of the pathway, undertakes the product flow between enterprises and hospitals, transfer funds flow and information flow, is maintains between production enterprises and hospitals in a new band.
Two: declaration is the only hospital customer specific customers. Because each hospital has several core suppliers, the hospital to buy equipment usually find the core suppliers to operate, customers can make up for the lack of entry dealer network, the deficiencies, but manufacturers generally do not directly and form customer contacts, manufacturers and dealers generally only business.
The general principle of cooperation between manufacturers and dealers is to establish mutual benefit and win-win cooperation. The process for manufacturers to build channels is: lay the foundation -- customer information collection -- Customer screening (assessment) -- negotiation (signing) -- market control -- manage dealers -- establish strategic alliance.
In the early stage of market development, in order to successfully find the best distributors, first of all to the development of several hospitals, only in this way, the dealer will have the intention, more important is to find once have the intention to buy the equipment of the hospital, the hospital will usually put forward to observe the hospital to observe, and the hospital is the best local authority of the hospital, is three hospital. Therefore, in the early stage of market development, many enterprises are going to put in the way, first let the equipment enter the locally influential third class hospital, let it use up, and then persuade other interested hospitals to generate interest in buying, and let the director of the Department report.
Customer information collection
Enterprises mostly collect dealer information through exhibitions, academic activities, hospital related personnel and friends’ introduction, and online bid announcement.
There are currently 70% dealers from the exhibition, the best exhibition investment effect, secondly through the online search to find such as bid announcement, recruitment information, core suppliers through the relevant personnel hospital introduction and academic activities can be found in this hospital is the customer declaration.
Customer screening (evaluation)
Enterprise sales manager found famous brand dealers more difficult to reach a consensus in the process of looking for dealers, but only 1--3 salesman dealer relatively easy to reach a consensus, a dealer sells only 1--2 easier to reach a consensus, to participate in the exhibition industry will do Department dealers, distributors of products, medical equipment come by the drug dealer to do other products, dealers agreed to.
It is a recognized manufacturers dealer screening principle: dealers have time, sales network, sales team, manage your money to the brand, the most core factor is the manufacturers sales manager’s personality charm, you only authorized dealers, he will sell your products.
Find the dealer must find suitable local dealers, rather than looking for the biggest and most powerful local dealers, the largest and most powerful dealers not small and medium enterprise partners, one reason is the strength of the dealers are busy, no time to make a new brand, two is the strength of the dealer agent is a well-known brands, make money easy and lucrative. Three is the reputation of the medium and small brands to the strong dealers, the status and influence can bring negative effects, strong dealers do not want to take risks.
The manufacturer’s sales manager and the distributor discuss the cooperation. It is divided into three stages.
The first stage: let the dealer have interest, let the dealer accept you. Talking about the company’s planning, the prospect and the scale, talking about the selling point of the product, the market capacity and the core competitiveness, talking about the current situation of the market, and talking about the operation plan of the market.
The second stage: through regional exhibitions and academic activities, observe to allow dealers to invest time, energy and money to do, this stage is the need to manufacturers sales managers and dealers to go to visit the market, only a single mining intention, the intention to single cooperation is possible now, dealers are “ see no rabbit and the eagle &rdquo.
The third stage: talking about agency conditions, talking about cooperative capital (intention sheet), talking about income, talking about risk, talking about support (training, academic activities), talking about after sale service, etc. all these contents are reflected in the contract, and after signing a consensus, they can sign the contract.
The sales manager’s control of the market is reflected in four aspects: the control of the model hospital, the control of the price system, the control of the shipping flow, and the monitoring of the documentary process.
Factory sales manager is to standardize market operation of market control, all customers have a reasonable profit space, eliminate Chuanhuo, assist and supervise dealers into a single. The disqualified or violating dealers have been cleared out, but it does not affect the benign development of the market.
Before we manage a good dealer, let’s answer a few questions. What are the interests and profits that dealers want to get for our products? Can we meet them? What are our measures to ensure the interests of dealers? What circumstances can we hurt the interests of dealers?
The core interest of the dealer is the profit. The distribution of your product will not make money, and the dealer will immediately stop working with you. Other interests of the dealer include management promotion, business planning, personnel skills promotion, and so on. At present, many sales managers regard dealers as tools for repayment, but do not want to go down-to-earth to help dealers make a list. The result is that dealers are full of suffering and contradictions, and at last, they are going their separate ways.
And a good sales manager will achieve the goal of the enterprise by meeting the reasonable needs of the dealer. Through interest + emotion + value-added, and the distributors together to work together to make the market bigger and stronger.
The establishment of a strategic alliance
How can manufacturers and excellent distributors build a solid, close and win-win situation? What are the functions of distributors to participate in business management? The role of distributors in business management is:
First, the distributors provide real and effective resources and information;
Two is the maximum to stimulate the enthusiasm and confidence of the dealer, loyalty;
Three is the dealer who speaks the truth in the front of the high level;
The four is to increase the supervisory role of the dealer in the enterprise management;
The five is to improve the accuracy and effectiveness of the decision making by giving full play to the distributor’s advisor and the role of the staff and staff;
It will make the distributors more understanding of the enterprise and more clear the planning and thinking of the enterprise, so that it will keep in line with the thinking and action of the enterprise.