[Office Partner Information Channel] At present, the investment promotion of many stationery brand enterprises in first- and second-tier cities has shown a saturated trend. Many dealers have cancelled their contracts after they have expired. What is the reason? How can companies improve this situation?
In fact, there are two reasons. First, joining the stationery brand is to make money, and dealers don't care about how the company develops. There are a lot of quick-selling dealers hanging the brand of certain stationery, while in the dark is selling some inferior products processed by small workshops, which makes it difficult for consumers to protect their rights after purchase, which has caused confusion in the stationery market. Great impact. And to a certain extent hindered the development of stationery manufacturers. Second, some dealers have just regretted acting on the brand. Since they did not inspect the brand in the early stage, they rushed to act as agents. Now they find that the brand is not good at all, and they have no confidence to continue acting.
From the above two points, it can be analyzed that stationery dealers mainly care about the brand and sales volume, so how should stationery companies retain dealers?
Response measure 1: Focus on the overall quality improvement of dealers
Compared with the dealers in the primary market, the overall quality of stationery dealers in the second and third-tier cities may have some disparity in various aspects. They may have been only a three-level wholesaler, with no promotion ability, no management ability, no market. Development ability, overall improvement ability is insufficient. And the first purpose of many dealers to join is to make money, and sometimes it may deviate from the norm of business operations in order to make money. Then, it is necessary for the stationery manufacturers to start with the corporate culture and corporate purposes, and send special personnel to support and guide the dealers to improve their management and market abilities and loyalty. If the stationery company can provide various trainings for the dealers on a regular basis, help the dealers to improve their overall quality and enhance the self-hematopoietic function of the dealers, they can stimulate the enthusiasm, loyalty and independent development ability of the dealers, so as to achieve a win-win situation with the enterprises. .
Countermeasures 2: Manufacturers should not be in a hurry to attract investment
At present, as the first-line market gradually becomes saturated, most stationery companies have begun to sink the marketing channels to the second and third-tier markets. But the sinking of the channel is not done very quickly, but to establish a marketing team, stabilize the current market, and create a brand effect. The process of investment promotion is urgent, and it is forbidden to rush to attract investment and choose the wrong dealer.
Stationery enterprises can not sit back and relax without investment, and the follow-up dealer management is still the main event. Enterprises must develop and rely on dealers; therefore, dealers must develop and retain.
Source of information: Internet
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