Effective development of the dealer network
Development of the dealer network is necessary because dealers help to sell. The more of them, the, as a rule, higher sales. Therefore, the development of a dealer network for a company that wants to have high sales is one of the top priorities. Networks themselves do not develop, they need to be engaged in, investing time, money and other resources, you need to constantly look for new dealers.
The search for new dealers is quite a difficult task, because there are nuances here. The problem is that dealers are of two types. The first type is monetarists. The essence of this type is contained in the formula “money – goods – money”. They have money, they invest it in the goods in order to sell it to earn more money. Money is their main resource for which they are looking for the best use.
The second type is sellers. The essence of this type lies in the scheme “sales – goods – sales”. They differ from the first type in that, first of all, they invest not money, but their ability to sell. The ability to sell their basic competence and the main resource for which they are looking for the best use. In fact, by becoming dealers, they monetize their ability to sell.
It would seem that there is no difference to which type the dealer belongs, if only to buy as much as possible and as often as possible. However, there is a difference and it is huge. The bottom line is that the goods are not purchased by the dealer for themselves. Goods are purchased for resale. If the dealer is a monetarist, if he does not know how to sell, the goods will “freeze” with a probability of 99%.
Obviously, the development of the dealer network with the help of those who simply know how to invest money, but who do not know how to sell, is fraught with a large number of risks.
Monetarist with “hung” goods source of problems. First, it can break the market. He thinks through the prism of money, respectively, so that at any cost he can return the money, he will begin to lower the price of the “stuck” product, and this kills the market, devalues the goods and damages profits. Secondly, he can try to return the goods, which is also not very good.
Obviously, the development of the dealer network with the help of those who simply know how to invest money, but who do not know how to sell, is fraught with a large number of risks. The most important of them is the risk of bankruptcy. You count on dealers, plan sales volumes, and they eventually slow down everything. It is much safer and more effective to work with those who know how to sell well.
Where to get quality dealers
People who can sell are hard to find. Therefore, a company that can sell is also hard to find. All these people and companies are usually busy. You can accidentally run into those who are not yet busy, but it is hard. You can try to lure yourself to such people and such companies. However, in the end, all this can be spent so much time that you have to close.
The most obvious solution is to create dealers who can sell. Make it easy enough. You just need to organize within the company courses to train everyone who wants to sell your goods or services. Due to the fact that the training will be sales of your products – this will guarantee that dealers will not start working with other companies.
Sales of each particular product suggest nuances. So they should be the basis of the training program. Since the person himself has never learned to sell anywhere, he will not learn. Those. he cannot sell anything else like your product. Thus, you get a loyal dealer who is tied to you, who sells only your goods and services.
A person buys goods and services to implement their ideas. Accordingly, your product is needed as far as the person has ideas that he can implement with his help. This means that to teach a person to sell goods or services is, first of all, to tell him about the ideas that a product or service can realize and how to transfer them to customers.
After someone in the company has pumped the right ideas, they can stamp dealers for it.
Only the one who has pumped it can transfer the idea, but usually there is a problem with it. Usually, few people in the company know what ideas a product or service can realize, and few people know how to convey them. Accordingly, the first thing to do is to understand what ideas a product can implement and pump over them. Someone in the company should pump them in order to continue pumping non-dealers.
After someone in the company has pumped the right ideas, he will be able to stamp dealers for it. He will be able to introduce ideas into dealers, thereby turning them into agents of the company. It will be not just dealers, but agents of the company in different regions. They will be part of the team, will play in its interests, will be its eyes and hands in different regions.