1. Sales area

The purpose of establishing a sales area is to divide the sales scope of each dealer, make clear the variety and quantity of its business, prevent goods from escaping and protect the distributor's distribution rights.

(1) Sales scope. When dividing the sales area, we must clearly write down the business scope according to the dealer's ability, so as to standardize the dealer's behavior and avoid the waste of market resources and the smuggling of goods.

(2) Operating period. The operating period of the product is generally one year, and it will be renewed after the expiration.

(3) Business scale. When formulating this policy, it is necessary to restrain the behavior of dealers and stimulate their enthusiasm. We must clearly write down the market share of their sales area in a certain period of time and punish those who do not meet the requirements.

(4) Default handling. In order to ensure the interests of dealers and enterprises, it is necessary to clarify the handling opinions of both parties in case of breach of contract, so as to standardize the behavior of both parties. Generally, measures such as fines, cancellation of concessions and cancellation of distribution rights should be taken.

2. Return the money.

There are three payment methods, one is cash on hand, the other is cash on delivery, and the third is to pay in proportion first, and then pay the rest after the time limit negotiated by both parties. Nowadays, in order to avoid credit risk, enterprises generally keep cash on hand.

Step 3 reduce

When making rebate standards, enterprises should take into account the specific conditions of high, medium and low-grade products and sales in new and old markets, so as to prevent the loose formulation of rebate standards, losing the purpose of stimulating dealers, or excessive rebates, leading to random price jump and low-price dumping of goods. Therefore, enterprises must consider comprehensiveness when formulating rebate policies.

(1) rebate standard. When making rebate standards, enterprises should set corresponding thresholds and rebate quotas according to different regional markets, such as the distance of the market, the sales volume of new and old markets per unit time, and the specific prices of competing products.

(2) rebate time. According to the characteristics of quick turnover of lubricating oil products, some manufacturers have now introduced the monthly retreat mode. In addition, you can also get the rebate of accumulated sales per unit time, quarterly sales and annual sales. Once the policy stipulates the rebate time, we must ensure that it is serious, and the factory must settle accounts within the specified time, so that the reputation of the enterprise will not be damaged. Otherwise, the basis of cooperation between manufacturers will no longer exist, let alone mutual cooperation and common development.

(3) the form of rebate. There are two forms of rebate settlement: cash rebate and product rebate. When you use your product as a rebate, be sure to indicate whether it can be used as the sales task number of the dealer. Under certain circumstances, products as a form of rebate can be used as the monthly task number of dealers.

(4) rebate conditions. Rebate, as a form to stimulate the enthusiasm of dealers, must attach some conditions to restrain the behavior of dealers, such as not jumping goods, not selling below the market guidance price, not defaulting on payment, etc. If there is any violation, the rebate will be cancelled.

(5) year-end rebate. In fact, the year-end rebate is a replica of the above rebate policy, which is a measure taken to maintain the sales enthusiasm of dealers throughout the year and continuously improve sales performance. Because the year-end bonus is very favorable, some dealers cut prices, jumped goods and dumped at low prices in order to get the year-end bonus, and some did not make progress because they completed the sales task as soon as possible, which led to the competitive brands taking advantage of it, so they canceled the year-end rebate in violation of the additional conditions of promotion.

4. Distribution varieties

The distribution variety policy is the variety produced by the enterprise for the distributor at the request of the distributor, which belongs to the distributor's franchise. There are various types of contracted products, some enterprises are only responsible for providing brands and production, and the rest, such as product name, packaging, bottle cap, trademark production and product sales, are all dealers' own business (there are many in Shandong), and some buy out a certain variety produced by enterprises and operate exclusively by themselves, and so on. In order to increase product sales, many enterprises engage in contracted varieties, thinking that they can blossom in an all-round way and increase market share.

Rate, the result is that many varieties with the same quality, the same price or even the same promotion policy appear in the same regional market at the same time, which causes market confusion and the dealers who contract various varieties slander each other. Therefore, when enterprises are engaged in variety distribution, they must standardize the sales areas and prices of various varieties, restrict sales promotion, and prevent their products from competing with each other in the market and using sales promotion to reduce prices in disguise.

5. Publicity and promotion

The promotion policy for dealers is a powerful guarantee to promote sales. Good publicity can increase sales and make the market work well. Poor publicity and promotion will lead to a decline in sales and damage the corporate image. When formulating this policy, we can consider the following aspects.

(1) Promotion purpose. It is necessary to clarify the purpose of publicity and promotion in order to formulate correct publicity and promotion policies. Therefore, in the overall promotion goal, it is necessary to clarify the sales volume and market share per unit time. Specifically, it is to attract customers when new products are launched; Achieve the purpose of restraining competitors and protecting mature markets; Achieve the purpose of competing for customers and expanding the market; Achieve the purpose of rewarding dealers and consumers and increasing sales.

(2) The object and strength of promotion. It should be clear whether the promotion is aimed at a group of merchants, a second group of merchants or a terminal retailer. In order to ensure the smooth flow of sales channels, dealers at all levels should consider it, otherwise, policy mistakes in any link of sales channels may affect the healthy operation of the whole channel. When designing promotion efforts, on the one hand, we should stimulate the enthusiasm of dealers, on the other hand, we should consider the policy continuity after promotion to cope with the decline in product sales after promotion, and finally, we should consider the ability of promotion to bear the product cost of enterprises. We must never promote at the expense of enterprise profits or even costs.

(3) publicity content. The promotion contents mainly include gifts, cumulative sales lottery, free delivery, profit-making, and organized tourism. For a group of merchants, making profits, subsidizing transportation expenses and organizing tours should be the main contents; For the second type of merchants, gifts and home delivery should be the main contents, and terminal retailers should give priority to gifts. The content of the promotion must be known to the second batch of manufacturers and terminal retailers in case a group of manufacturers intercept it.

(4) Promotion time. It is necessary to grasp the start and end time of promotional activities and increase publicity and promotion at the initial stage of new products entering the market; In mature markets, when faced with the impact of competitive products, enterprises can take appropriate promotion measures to resist the penetration of competitive products; In the off-season, enterprises can also use promotional thorns.

(4) Customer reception. Business personnel of an enterprise should be polite and neither supercilious nor supercilious when receiving customers.

(5) public relations. Business personnel should implement the system of visiting customers regularly, and enterprises should encourage business personnel to develop personal friendship with customers in order to form a human advantage with competitors, but they should also prevent salesmen from colluding with individual distributors and cheating enterprises in partnership because of selfish desires.

(6) customer complaints. Enterprises should set up after-sales service centers, respond to customer complaints in a timely manner, solve them seriously and reasonably, and effectively maintain the hospitality relationship.

(7) dealer training. In order to improve the management ability and level of dealers, enterprises must train dealers and their managers and salespeople in sales skills, product management (product knowledge, warehouse management, logistics management) and business management, so as to promote communication between enterprises and dealers, ensure the smooth progress of sales work, and also improve dealers' loyalty to enterprises.

(8) Collaborative sales. Enterprises can provide service support for the second batch of merchants downstream of dealers, help dealers to open up markets and establish sales networks, thus rapidly increasing product sales and realizing enterprise market expansion.