Lu Yi: The development and maintenance of new and old LED channels are light and heavy?
[Source: "High - tech LED- lighting market" November issue of Zhou Jianhua finishing ]
Is the development and maintenance of distribution channels light and heavy? Many LED manufacturers will vow to say that the distribution channel is both development and maintenance, but the actual action is still focused on channel development. Because the development of distribution channels does have its "obvious" benefits: improved sales network, expanded sales areas, rushed to the local market, increased product sales, and improved sales.
For this reason, some LED manufacturers neglected the necessary distribution channel maintenance, and the management of the distribution channel actually adopted the negative thought of “getting on the boat, not afraid of you runningâ€. As a result, the phenomenon of dealer network "short-term recruitment of a large number, the next half of the blink of an eye" is frequent, even if the dealers who do not choose to withdraw from the network or change their flag are often "half dead."
A large number of marketing cases tell us that "the internal line is unstable, the outside line suffers from losses". If the maintenance work of the distribution channel cannot be effectively done, it is likely to fall short.
I think that the maintenance of the distribution channel is more important than the development. The development and maintenance of the distribution channel alone can explain the problem. The newly developed channel dealers will bring a certain amount of the first batch of purchases. As the work is on the right track, the purchase volume will increase, but the length of this process is difficult to control.
In contrast, maintaining the existing distribution channels is a sure thing. Because the old channels are basically in place in the early stage, through a period of operation, they gradually gain a foothold in the local area, and the brand awareness is slowly improving. On this basis, “expanding†and “pull high†are achieved, which is “promisingâ€. It is also "accessible" and will not be as difficult as the new development channel.
Since channel maintenance has the characteristics of saving money, saving time and being effective compared with the development of distribution channels, why do we not hesitate to strengthen the maintenance of distribution channels while doing channel development?
When it comes to customer relationship maintenance, many dealers feel that the cost of maintaining customer relationship has become higher and higher in recent years! I believe that the so-called customer maintenance refers to the full mobilization of various resources and the use of personal efforts and charm in addition to the prescribed sales policies, giving distributors emotional care and satisfaction, and creating good interpersonal relationships for normal sales work. The environment creates uninterrupted benefits for distributors and builds increasingly stable customer relationships.
First, the goal is correct, and it is a prerequisite to find a distributor. Find a right person and live a game of chess! To find distributors with good reputation, promotion ability and potential for improvement. Those distributors with bad reputation and fortunes are resolutely taken away.
Second, there is a good platform foundation. Find a few really strong, high-quality manufacturers to support you. Nowadays, the competition in the lighting industry is becoming more and more fierce, and the homogenization of products is becoming more and more serious. This requires dealers to find products that are different from other dealers and products that have different selling points from others.
Third, let the distributors earn money, this is the core. There is no continuous maintenance of the customer relationship, and no further benefits to the customer. To put it bluntly, you have not continued to help customers earn money. "Businessmen can't afford to be early!" If you have many products that are of good quality and marketable, and let him earn more money, I believe that the relationship will be better and better, and the longer it will be.
Source of this article: Deputy General Manager of Marketing, Zhongshan Senpai Optoelectronics Technology Co., Ltd.
Is the development and maintenance of distribution channels light and heavy? Many LED manufacturers will vow to say that the distribution channel is both development and maintenance, but the actual action is still focused on channel development. Because the development of distribution channels does have its "obvious" benefits: improved sales network, expanded sales areas, rushed to the local market, increased product sales, and improved sales.
For this reason, some LED manufacturers neglected the necessary distribution channel maintenance, and the management of the distribution channel actually adopted the negative thought of “getting on the boat, not afraid of you runningâ€. As a result, the phenomenon of dealer network "short-term recruitment of a large number, the next half of the blink of an eye" is frequent, even if the dealers who do not choose to withdraw from the network or change their flag are often "half dead."
A large number of marketing cases tell us that "the internal line is unstable, the outside line suffers from losses". If the maintenance work of the distribution channel cannot be effectively done, it is likely to fall short.
I think that the maintenance of the distribution channel is more important than the development. The development and maintenance of the distribution channel alone can explain the problem. The newly developed channel dealers will bring a certain amount of the first batch of purchases. As the work is on the right track, the purchase volume will increase, but the length of this process is difficult to control.
In contrast, maintaining the existing distribution channels is a sure thing. Because the old channels are basically in place in the early stage, through a period of operation, they gradually gain a foothold in the local area, and the brand awareness is slowly improving. On this basis, “expanding†and “pull high†are achieved, which is “promisingâ€. It is also "accessible" and will not be as difficult as the new development channel.
Since channel maintenance has the characteristics of saving money, saving time and being effective compared with the development of distribution channels, why do we not hesitate to strengthen the maintenance of distribution channels while doing channel development?
When it comes to customer relationship maintenance, many dealers feel that the cost of maintaining customer relationship has become higher and higher in recent years! I believe that the so-called customer maintenance refers to the full mobilization of various resources and the use of personal efforts and charm in addition to the prescribed sales policies, giving distributors emotional care and satisfaction, and creating good interpersonal relationships for normal sales work. The environment creates uninterrupted benefits for distributors and builds increasingly stable customer relationships.
First, the goal is correct, and it is a prerequisite to find a distributor. Find a right person and live a game of chess! To find distributors with good reputation, promotion ability and potential for improvement. Those distributors with bad reputation and fortunes are resolutely taken away.
Second, there is a good platform foundation. Find a few really strong, high-quality manufacturers to support you. Nowadays, the competition in the lighting industry is becoming more and more fierce, and the homogenization of products is becoming more and more serious. This requires dealers to find products that are different from other dealers and products that have different selling points from others.
Third, let the distributors earn money, this is the core. There is no continuous maintenance of the customer relationship, and no further benefits to the customer. To put it bluntly, you have not continued to help customers earn money. "Businessmen can't afford to be early!" If you have many products that are of good quality and marketable, and let him earn more money, I believe that the relationship will be better and better, and the longer it will be.
Source of this article: Deputy General Manager of Marketing, Zhongshan Senpai Optoelectronics Technology Co., Ltd.
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