2. Seek exclusive distribution. Can you guarantee exclusive distribution in the local market to get better support and meet the demand of seizing market share? If the customer has absolute possession in the local market, it can operate exclusively, otherwise it is allowed to operate but not exclusively.
3. Can giving a certain amount of commodity distribution ensure that a certain amount of commodity distribution can achieve rapid sales? First of all, make sure not to distribute goods, coordinate the distribution quantity when necessary, and control its tasks.
4. Whether the demand for self-expansion can provide greater support for self-market expansion and ensure the benign operation of the market order, but a market control agreement needs to be signed.
5. How much can a single sale earn if you only pursue a single profit? You can't live within your means, and you need to introduce competitors in the same market.
7. Find those who have interests.
What is the basis for finding the common interests of both sides in the negotiation? What are the parts they may insist on and the parts they can make concessions? It is best to divide it into several steps, and make a bottom line and predict the chips you can get at each step.
8. Find a mutually acceptable solution.
According to the main points of each stage of the negotiation, it must be acceptable to both sides to analyze the possible conflicts, analyze the real causes of the conflicts and then formulate targeted solutions.
Third, the awareness that should be possessed in facilitating negotiations.
Dealers in regional markets have their own characteristics. In the first negotiation, it is important to establish the customer's sense of security from the details. In the process of negotiation, the solution of each negotiation conflict must be constructed according to its characteristics and core interests. Different stages of the negotiation have different concerns, so it is necessary to grasp every key point in the negotiation and understand the real reasons for the differences, so as to find the biggest winning chip for the next success. A successful marketer who wants to negotiate for the first time must also have the following awareness:
Say every word: how to start? How to grasp the rhythm in the negotiation process? How to reverse the situation in time when there is a conflict in the negotiation? How to make concessions? How to force your opponent to make concessions? Only by saying every word well can we ensure the smooth achievement of the negotiation goal.
Details determine success or failure: pay attention to the creation of negotiation environment, the preparation of negotiation materials, the determination of negotiation participants, etc. If I often see this phenomenon, some business representatives walk into the customer's office and start negotiations without looking at whether there are competitors or others nearby.
Fight with wits: the negotiation process is a process of giving and giving, cooperation and conflict, which is equal but not necessarily equal, not necessarily equal but certainly fair. Therefore, negotiators should have wit and courage.
Pay attention to summary: after each negotiation stage, we should summarize the stages of change. What understanding can the two sides reach? What concessions can the other party make? What concessions can you make? After fully summarizing, we will submit a feasible plan for the success of the next stage of negotiations, so as to finally achieve the objectives of the negotiations.
Specifically, the main differences between agency and distribution are as follows: (1) The agency is an agency relationship (agency sales, no ownership of goods), while the distribution is a buyer-seller relationship (buying goods in their own names, with ownership of goods). (2) The agent's income is commission income, while the dealer's income is the price difference income of commodity trading.
There are similarities between agency and distribution in the continuity and long-term contractual relationship, the fixity of sales area, the limitation of trading volume and unfair competition, so in actual business, some people will confuse agency and distribution.
In fact, when you choose a commodity, the commodity is also choosing you. Applying for distribution rights is like a process of choosing a spouse.
1. Find out whether the other party is taken.
First of all, you need to know whether there are any dealers of this brand in this area. If there is, and your strength is not as strong as the other side, then there is no need to fight for it, and you can fight for a lower level of distribution rights from local distributors.
Step 2 examine each other's personality
Do market research to determine whether there is a market for this brand.
Step 3 launch a pursuit offensive
After investigation, if there is no distributor of the brand, contact the headquarters to find out the distribution situation of the brand (such as annual and quarterly sales regulations, deposit, rebate policy, designated area, first order, etc.). ), and then submit a distribution application to the headquarters of this brand, explaining your own situation, such as the region, business category, employees, financial strength, marketing network, operating conditions, etc. (Note: Some small brands will not ask you to show the above documents, as long as you buy the first batch of goods, but any regular company with strict management system will ask you to show the above documents. )
4. Is it appropriate?
After receiving your information, the head office will further communicate with you (including business philosophy, marketing methods, etc. If you pass the preliminary examination, you may be invited to discuss in detail and to inspect the company and factory (or you may ask for an inspection on your own initiative). At the same time, a Commissioner or a nearby salesman will be sent to your area for investigation and research.
Verb (abbreviation for verb) Prepare before marriage.
After communication, the two sides believe that there is indeed the possibility of cooperation. The headquarters will ask you to submit business plan, copy of business license, copy of tax registration certificate, copy of legal person ID card and other related documents.
Headquarters passes, signs contracts, pays deposits, pays down payment to buy goods, and issues authorization certificates or authorization nameplates.
Problems needing attention:
In the process of mate selection of some powerful brands, manufacturers have full initiative, because there are too many dealers applying for agency.
In the competition of distribution rights, risks and benefits coexist. Some dealers say that in order to compete for a certain brand, hundreds of thousands of public relations expenses have been smashed, and sometimes even the qualifications for inspection have not been obtained.