Instructions for LED lighting enterprises: eight bottom lines of distributors are untouchable

The distributor is the market partner of the manufacturer and the community of destiny. In the communication with the distributor, the eight bottom lines of the distributor must not be touched! Let's remember it together ~ First, the problem of product quality is hard to avoid. However, the problem of distributor will come. Apart from affecting the sales performance and the reputation of customers, there are also two points that make dealers headache: 1. Few enterprises can compensate for the losses caused by quality problems at the original price, especially the indirect losses caused by reputation damage, which cannot be compensated. 2. Quality problems lead to consumer disputes. Many small and medium-sized enterprises have a small number of business teams. In order to facilitate and save trouble, they hand over consumer disputes to dealers. At this time, if the products sell well and are profitable, dealers will do well. If the products are not competitive and problems occur frequently, the dealer's abandonment of the product is just around the corner. Second, the business personnel have changed too often and their promises cannot be fulfilled. Many enterprises frequently change their salesmen due to treatment problems, development platform problems, management problems, etc. , especially those enterprises that set salaries based on performance, in order to let the dealers purchase more, the salesman promises at random. When the bonus is reached, the customer chooses to leave when the promise cannot be fulfilled, and the company will not honor the false promises. At this time, the dealer is injured. Third, the shortage of goods is annoying. Many companies are less likely to do the connection between sales and production, resulting in a shortage of products for some items. It is very annoying for dealers to find that they are out of stock after entering the account: 1. Funds cannot be returned; 2. In order to deliver goods, they have to adjust the demand plan, resulting in some products exceeding the expected purchase volume, however, some products are in zero inventory. 3. When delivering to the terminal, the sales performance will decline due to incomplete items. At this time, the cost of delivery will not decrease due to incomplete items and the profit will be doubled. Fourth, bundling sales make people feel bored. Many companies have prosperous products and unsalable products. In order to digest unsalable products, they often adopt the method of bundling with prosperous products. The dealers are all bosses. Of course, they don't like to do things under the pressure of others. What's more, when the products are sent to the terminal, no one accepts the bundled sales. At this time, the dealers can only overdraw the profits of the products, to promote slow-moving products, the profit margin is also annoying downstream customers. 5. Mandatory payment is very annoying. Dealers will certainly be very careful when operating a product, while operating a variety of products will be distracted. Therefore, many marketing executives like to be before the peak season of products comes, using the way of occupying customers' funds to force them to operate their own products alone, of course, this kind of enterprise should be based on good market sales. Although dealers enjoy the policy of relatively over-value, forced payment will still make people feel uncomfortable. When there are higher profit products in front of them, the contradiction may intensify. Sixth, the delivery cycle is long. Many companies are not timely due to problems such as cumbersome delivery process, long delivery distance, imperfect logistics system, and company capital operation. If a hot-selling product, the long delivery cycle will make the dealer extremely disgusted. VII. The market expenses are divided into different levels, and the sales support is not fixed. Many enterprises can not bring complete promotion plans to the dealers, but only provide the framework, which is decided by the dealers themselves, at the same time, tell the expense reimbursement ratio to go according to the ratio of sales volume to sales task, and cancel the expense support if it is lower than the achievement rate of a certain task. As distributors, it is a very important job to avoid the risk of expenses. When they are not sure about reimbursing the expenses from the company, they would rather choose to do less promotion or not. As time passes, finally, your market share will be captured by competitive products, and many products will die like this. Eight, too much occupation of the dealer's expenses, the dealer's money is used for profit, not for the enterprise to occupy, in other words, if the dealer's strength is limited, barely operate your products, if you take up too much of his expenses at this time, the dealer will be passive in selling.