Channel sales, as its name suggests, is designed for channels (distributors) promotion. Observation on the author's experience, the importance of channel sales and frequent degrees than consumer promotions is much greater. But manufacturers operating channel sales level but was uneven. I wrote some time ago the business channel sales analysis of typical problems, indicated the enterprise planning channel marketing easy fan of common errors. This article on a Web site or publication of the paper-based media, received many letters from the readers of passion or call, in which the representation of the view that the business channel sales of typical problem analysis "Although pointed out the nature of the problem and analyze the reasons behind the problem, but the author has not improved.
The author, to some extent also recognized the reader's perspective, but the author, but not as well ", cannot also." Channel promotions is a professional with strong flexibility is extremely high. The author's skill, to escape the channel sales still will be very difficult. The other layers, channels, sales of kindness you must do, in principle, the need for his people as handrail rod, and independent travel is not required of him. Channel sales in the eyes of the master is "not of law." Strictly defined him how to do, in fact is huadiweilao, self-imposed. For true the master is above. This is my channel not write "how to sell". However, many enthusiastic readers gave me the most sincere encouragement, and a lot of marketing whiz mutual discussion, but also a lot of thought out of the collision, the intermittent "spark" to promote reflection on the author and try to answer the "how to channel sales for".
As I understand it, channel sales "how to" holding three directions and five principles.
Three directions are: sales-promotional and market-oriented sales organically combined with a new promotion; marketing; combining inventory promotions; five principles are: product differentiation principle, use the principle of differentiation, customer differentiation principle, the principle of market differentiation, the time difference of principle.
First channel of promotion of three directions:
I. sales-promotional and market-oriented sales organically
Sales-promotional and market-oriented sales mainly depends on the purpose of the distinction, tools, results to distinguish (sometimes they are also difficult to strictly defined) generally speaking, sales-marketing to complete the sales for the sole purpose to channel award as the only means to increase dealer inventory for the final result, the short-term behaviour. And market-oriented sales to complete sales as the ultimate purpose (not only), market management, advertising investment, training guide, terminal building, store activity, site promotion, market research, as a means to market development for benign Jiankang. Long-term results are obvious. Real marketing experts always according to the actual market situations to use both. The positive development in the market, when to complete the tasks, increase dealer inventory for the primary purpose, the General will tend to choose sales-promotion. While the market infrastructure is poor, the task is not a big seller pressure inventory and a large, smart marketers will select market type promotions. But the market such as battlefield, changes unforeseeable factors, enterprise marketing personnel requirements are often added to complete the task, and to the sound development of the market. So the real marketing experts in the design of channel marketing often is the sales-promotional and market-oriented sales tied together. As for who the master who between them, who's who to light. Look at that time, the market environment. There is no certain measurements. On the author's own observation, "sales-sales promotion mainly includes:
1. step: rebate according to market strength, in a distributor dealers may complete the task on the basis of reasonable co-ordination rewarding of limit of the channel. General requirements for bench rebate Office Manager on each distributor operating conditions quite familiar. This set of steps is attractive. Do not place easily susceptible or out of reach.
2. the deadline for shipping incentives: whether the home appliance industry or building materials industry, dealers are like, not the last few days of playing section goods issue. You can set a deadline for delivery of enterprise award. For example, monthly tasks completed sooner, the higher the bonus amount and, if so, did not finish is not to reward.
3. sales race: the Distributor is divided into different levels or camp, on different levels, set a different reward.
4. welfare promotion: and task completion rates or sales growth rate linked to the winner's participation in enterprise organizations, training, travel, travel abroad, etc.
5. purchase of real rebate: dealers, by a certain percentage of donated in-kind. However the dealer in real rebate promotions, corporate it is best to set a different level. Because different dealers on the market of disparity.
6. fuzzy rebate: dealer stock, committed to give cash or in-kind benefits, but it is not clear beforehand rebate of concrete forms and proportions, to the prescribed time limit, usually published only after the period for quarterly or annual period. Due to ongoing specific rebate percentage channel can't rely on the advance sale of impulse, reduces streaming delivery and possible disturbance to the market; at the same time as rewarding stimuli that can encourage dealers to focus on doing the work and cooperation of market infrastructure manufacturers promote above, which aroused the enthusiasm
7. the delay delivery quotas: when some products unsalable requires dealers in into cakes, you must also purchase a certain proportion of the drug on the market, to maintain the company's overall performance. This method can only be used in high season, and time to short, small quota to
8. new stock quotas: when there is new products, the requesting reseller in the distribution of old products, must be in accordance with the provisions of volume purchase new products to promote new products quickly to market. This way of using the timing should be the old product sales season.
9. the phase of award (quarterly, and annual bonus): on completion of the annual sales target of the dealer to give cash or
Rebate in kind. It is best to not explicitly to the specific rebate percentage. On outstanding distributor award cash or car, senior electrical appliances rewards. While the reward to publicize successful dealer performance and promotion models to stimulate the other dealers to follow.Market-oriented sales tools and methods, mainly:
1. consumer promotions: gift promotions, sweepstakes promotions, trade-in promotions, Member promotions, game promotions, trial offers, product point promotions, joint promotions, price promotions, promotional, and other buying period (interested readers can use Baidu search clumsy for consumer sales promotion 13 strokes ").
2. the market supported incentive award: channel incentives into to the terminal building investment dealers or regional advertising investment or promotional activities.
3. the terminal building and post-maintenance inputs: dealers build the Terminal is a large expenditure, many enterprises of terminal construction fee partially or fully by the manufacturers, but manufacturers to distributors of the terminal building and its annual settlement often or periodic task completion rate. If manufacturers expect distributors to terminal building of quality and quantity requirements of manufacturers. Manufacturers can consider the cost of the channel sales and distributors of the terminal building for quantity and quality. At the same time, in order to avoid the terminal stage of sloppy management. Guarantee the quality of the terminal operation later, manufacturers may also later for reseller terminal operations quality evaluation and awards.
4. training support: in General, manufacturers on product features a selling point, policy, manufacturers of business philosophy and shopping skills than dealers are familiar with, in many unemployed special such as ceramics, light industry, often manufacturers drive channel operation. Therefore, manufacturers of ideas is always faster than the dealer. And training support is security dealers and enterprise management as one of the best ways of synchronization.
5. marketing support: such as ceramic, lighting industry home designers promote, outdoor outreach, community outreach, the building materials market scene show activities, show support, etc.
6. staff support: support full-time sales or temporary sales persons, sales commissions for sales or support.
7. advertising investment: the local media, outdoor, car body, the building materials market DM advertising support
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