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Industrial product marketing -- a common mode of industrial product marketing channel

Click times: 3057 release time: 15:12:00, November 25, 2019
The common marketing channels of industrial products can be divided into four types: big customer channel, project channel, agent channel and direct marketing channel. (see the chart) the introduction of project-based channels has been highlighted in the front, so we will not introduce it here.

For these four types, how to design their own marketing channel module?  
5.1 design model of direct marketing channel
There are still many problems in the direct marketing management of industrial products production enterprises, such as uneven comprehensive quality of sales personnel, large turnover of personnel, lack of operation process, imperfect after-sales service, etc. I will not elaborate on them here. We focus on how to establish the direct marketing system of enterprises? There are five main steps
First, establish customer information database.  
General industrial products enterprise customer market information sources are too three aspects: first, sales personnel information collection. The second is the collection of public information. 3. Collection of information within the industry. In view of the fierce market competition and serious homogenization of the market, these convenient information sources are obviously insufficient. The dominant position of enterprises in the competition is often the small step ahead. This weak lead is often obtained in the first time of information.
Second, set up a sales team.
The key element of building a sales team is "people". The existing sales force organization structure of Chinese enterprises is mainly regional sales structure and product sales structure. Large and medium-sized enterprises will adopt a combination of two organizational structures due to their large sales area and more product types. Enterprises with a certain scale, whether they adopt agency or terminal sales, will first of all manage in different regions, set up regional general agents or set up regional offices. This kind of structure is easy to manage, and each region has a general manager, which makes the management more efficient. However, there is a more prominent problem. If we do not deal with the division of regions and the coordination between regions, it will cause some disputes, affect the sales, affect the unity of the sales team, and weaken the overall combat effectiveness.


5.2 channel design model for key customers
Characteristics of key account channel:
First, strong stability. The key customers of enterprises are often the stable and long-term partners of enterprises. The mutual trust and the community of interests make the strategic cooperative partnership between the production enterprises and the major customers.
Second, the proportion of sales volume is large. The sales volume of large customers often accounts for more than 50% of the enterprise.
Third, the market operation cost of key customers is low. Due to the characteristics of large customer production demand, the product specifications, quality requirements, delivery cycle are basically stable. In order to control the production cost reasonably.
However, the channel of big customers also has the following shortcomings:
First, the demand of big customers is affected by the external environment of the industry and its own business conditions. It is difficult for enterprises to control and grasp.
Second, the dependence of enterprises on key customers often leads to the occurrence of accounts receivable.
Third, the supply price of major customers' products often changes according to the fluctuation of market conditions. Price factors often become the focus of disputes between enterprises and big customers.
According to the characteristics of key customers, the following three principles can be followed in channel design:
First, according to the industry to establish their own product customer base.
The application of industrial products is often more extensive, applicable to different industries. For example, stainless steel pipe can be used in petrochemical, food, nuclear power and other industries. In addition to product price, quality, supply cycle and other factors, the influence of model customers also plays an important role in the development of key customers. According to the advantages established by a certain industry, the brand advantages of products will be established in a certain range. Make full use of resources and expand the number of key customers.
A key link in customer development is "borrowing". Sun Tzu's art of war said: "those who are good at fighting should seek it from the potential and not blame the people. Therefore, if you can choose people, you can take advantage of it. If you have power, you can use it. In order to develop the industry for big customers, we must first build momentum for ourselves; show incomparable and surpassing advantages of other similar products in price, quality, or service; and form a consensus in the industry. That's how to build momentum. The means of creating momentum include media publicity, customer word-of-mouth, and the spread of events. The greater the potential, the greater the driving force for the expansion of product channels. Therefore, there are generally three steps to establish the channel of key customers in the industry: first, establish model customers and expand influence. 2、 Expand customer base and establish primary sales network. 3、 It is to screen customers and select a group of advantageous customers. Form a solid sales network system.
The key elements of establishing a sales channel for key customers in the industry are: service, reputation and price. If enterprises grasp these three elements, they can occupy an advantage in a certain industry.
Second, according to the region division, to establish their own product's big customer group.
In a certain region, to establish their own intensive customer base. Its utilization is the advantage of social relations formed in the region. Use the public social relations or prestige of enterprises or sales personnel in a certain area to develop a number of large customer groups. The application of social common relationship must be based on the objective factors such as product price, quality, supply cycle and so on, which are at the same level with other competitors, so as to establish a stable channel for key customers.
The main resources that can be relied on are: 1. The support of government functional departments. For example, the Quality Supervision Bureau has the right to directly monitor the production safety performance. If the products of our company are recommended by the Quality Supervision Bureau, they will be easily accepted by the enterprises concerned. 2、 Establish a good relationship between local production enterprises. With the boss of the enterprise is a small relationship with the township, under the same conditions, most will choose the company's products. 3、 Use the local industry association's ability to promote its own products. Although the trade association is a spontaneous non-governmental organization. But it still has constraints and influence on local enterprises. It is easy to be accepted by the enterprises concerned.
Third, use the existing customer resources to establish a large customer group of products.
Some enterprises withdraw from the new products on the basis of the original products. Use the existing sales network to establish their own sales channels for key customers. This mode is simple and fast. In a short time, to form a certain sales volume. But the determination is also obvious. Excessive use of old customers will increase the dependence on these customers. The quality of new products is unstable, or the original output will be offset. Increase the risk.
Using the existing channels to establish a large customer group of new products can only be used moderately. Based on the old customers, we can not stop the development of new customers. The best results can be achieved only by taking multiple measures.
5.3 agent channel model design model
(1) Four principles of agent channel design (see chart)


First, layout principle: in the process of establishing agent channels, the market layout is very important. The choice of initial agent point often directly determines the success rate of the pattern of agent channel in the future. In the initial stage of the establishment of the agent channel, the key to the distribution of the agent channel is to leave enough space for the new dealers to develop and cooperate with each other.
The second and third point surface forming principle. In the newly developed market, in the distribution of distributors, the selected agents are located in a triangular distribution. Understanding from the mathematical principle, the three points are connected, the coverage is the widest and the channel structure is the most stable.
Third, the principle of regional intersection. Every agent has a direct sphere of influence. Generally speaking, within 50 km from the company, the influence and control of the end users are the strongest. In the regional market between 50 km and 100 km, agents have strong influence and control. In the regional market 100 km away, the influence and control of agents are weak. According to the principle of regional cross, the agents in different regions can overlap in weak areas, which can make up for their shortcomings. At the same time, it can also let agents restrain each other. (see chart)


Fourth, the principle of interaction: let agents, agents and customers, enterprises and agents, enterprises and customers often maintain interaction. Keep logistics, cash flow, information flow unimpeded. In order to truly form the coverage of products.


(2) Selection of agents
Agents generally have four criteria (see chart)


First, qualification conditions
(1) The agent must be qualified to distribute the company's products. Such as the business scope of business license, qualification certificate and other necessary certificates.
(2) The business premises of the agent must be necessary. And the necessary storage and transportation capacity.
(3) Must have the necessary professional knowledge and talents
Second, economic strength
(1) The agent must have sufficient working capital to guarantee the normal business activities.
(2) Agents must prepare special funds to operate the company's products.  
Third, business capacity
(1) Agents should have necessary social resources or existing sales channels.
(2) Agents have strong market development ability.
(3) Confident in the sales of the company's products
Fourth, whether the channels of agents match the enterprises.
(1) There is no conflict between the products of the agent and the products of the company.  
(2) The existing channel Department of the agent conflicts with other channels of the company.
(3) The business philosophy of the agent matches with that of the company.


(3) Ways to find agents:
There are six ways to find dealers: (see chart)


First, through the fair, looking for agents
All kinds of trade fairs are often held throughout the country, during which relevant dealers participate. It is a faster way to attract investment.
In the trade fair, the factory's preparation before the meeting plays an important role.
Second, through the end-user, reverse search.
Through the end-user supply source, reverse looking for agents is the most rapid and accurate. The agents found in this way generally meet the requirements
Third, introduce customers through existing customers
It is more convincing to introduce agents from other regions through existing customers. High success rate
Fourth, contact the agent through the enterprise investment promotion meeting
Enterprises organize investment promotion activities by themselves, which can shorten the time of establishing channels. More convenient to determine the right agent
Fifth, through the industry association, find agents
Through the industry association, the agents in a certain area can be eliminated. Wide selection
Sixth, search for agents through the Internet
Through the network search, a wide range and simple. But it's hard to tell.


(4) Establish agent negotiation steps.
In the negotiation process of establishing agent, it can be divided into three steps. (see chart)


Step 1: preparation before negotiation
1. Understand the current business situation, product type, scale, number of employees, capital strength, network situation, and the personality and management style of the main managers
2. Draw up a negotiation plan and set a negotiation bottom line.
3. Product and core
Develop a negotiation model.
4 select the substitute.


Matters in the second step of negotiation
1. Identify a negotiation zone. Those things can't be talked about. Such as price, payment method, etc
2. Talk about the profit model and tell the agent what the profit rate of the products of the company is.
No unconditional concession. Every concession must be exchanged for the other party's concession or commitment.
4. The contents of the negotiation should be reflected in words, and the negotiation memorandum should be signed.
Don't negotiate with people who have no decision-making power.


The third step: the successful implementation of the negotiation:
1. Timely implement the negotiation results and sign the distribution contract.
2. Work out the market operation plan and hand it to the agent for active preparation.
Let the dealer arrange the payment and let the company prepare the source of goods.
4. Determine the specific personnel (including the dealer's personnel) for training.


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