The annual rebate of the manufacturer to the dealer, is it still given? This is a problem. How much? This is a more troublesome issue.
In the manufacturer's management system for dealers, designing the year-end rebate is nothing more than trying to mobilize the enthusiasm of the dealers, leaving some room for maneuver for the manufacturers themselves, to some extent to contain the dealers and so on. However, in the implementation process, this year-end rebate often brings a lot of trouble to the manufacturers. For example, the dealer complains that the annual rebate is not as good as the certain manufacturers, the cash is not timely, the cashing method is rigid, or the annual rebate has too many additional conditions, or It is suspected that some dealers have received more annual rebates and so on. It's like a boss giving a year-end bonus to an employee at the end of the year. It doesn't work, it's more troublesome.
The year-end rebate for the dealers to the dealers has also been implemented for a long time, and the comprehensive actual landing effect is often more harmful than good. Originally, the incentive measures that manufacturers gave to dealers turned into manufacturers' disputes. The reason for the dispute is also simple, that is, on the issue of determining the year-end rebate, the manufacturer believes that this is an additional incentive for the dealer, the manufacturer’s affirmation of the dealer’s sales behavior, and the manufacturer’s contribution to the dealer. This also shows the manufacturer's management of dealers to a certain extent. However, dealers do not think of the year-end rebate, many dealers will think that this so-called year-end rebate is that the wool is on the sheep. Manufacturers have raised the ex-factory price of the product, or have intercepted it at a certain point, and then rewarded it to the dealer in the form of year-end rebate. In other words, these so-called year-end rebates should have been attributed to the dealer. Just playing a trick in the hands of the manufacturers. Dealers are inevitably indignant, and they criticize or complain about the manufacturers' year-end rebates. Even some dealers will start ahead of time, get some cards in advance from some aspect, and then exchange the year-end with the manufacturers as conditions. Rebate to prevent some manufacturers from speaking at the time.
The problem is this problem, from where to solve it?
The easiest way is to simply cancel the year-end rebate, quickly and arrogantly, completely let the dealers die this heart, so as not to hang on this issue.
Of course, many manufacturers, from various aspects, still reluctant to repay the profit at the end of the year, still continue to insist on giving dealers a year-end rebate, then we can try to optimize it.
1. Clear positioning
For the manufacturers, this year's rebate is to regard it as an economic incentive for dealers, encourage dealers to work harder, or a dealer management tool. The author believes that manufacturers should best regard the year-end rebate as a management tool to locate. If it is an economic reward, there must be problems with reward standards and reward forms. The award criteria and reward forms unilaterally formulated by the manufacturer are difficult to be unified with the standards and accepted forms that the dealers consider, and it is easy for the dealer to produce the idea that the wool is on the sheep. Play tricks, raise the ex-factory price, and make any rebates. Moreover, there is still a problem of balance. As the saying goes, a bowl of water is not flat. There are hundreds of dealers under the factory. Is it true that hundreds of dealers have the same rebate policy? It’s hard to say, buy Some dealers have got a higher rebate...
If it is a management tool, it is not linked to the performance of the dealer. It is only in the cooperation relationship between the manufacturers. If the manufacturer unilaterally pays the dealer’s behavior, the name must be changed first, and the year-end rebate can no longer be called. Such as: vendor cooperation funds, market subsidies, market subsidies, energy-saving performance, cooperative dividends and so on.
2. Explain from another angle the source of this year-end rebate
When the teacher lectures, it is necessary to explain the source of the knowledge of the course in advance. Then, the manufacturer gives the dealer a year-end rebate. How to explain the source of the money?
If the source of this money is combined with the dealer's own performance, then the manufacturer is to find trouble for himself, but to completely separate the performance of the dealer on the surface. In many cases, it is easier for dealers to There are several accepted arguments:
1) Based on the valuable opinions put forward by the dealers to the manufacturers, the manufacturers will benefit from energy saving or improving work efficiency, and reward the dealers for this reason. In fact, almost every dealer is constantly giving advice to the manufacturer (of course, most of the suggestions are made in the form of complaints).
2) Due to the efforts of many distributors, the overall output of the manufacturers has increased this year. The increase in production capacity has enabled the full utilization of production capacity and the utilization of capacity has increased. The direct benefit is the reduction of production costs. The money sent to the dealers this time is the money saved after the capacity utilization rate is increased. I hope that everyone will make persistent efforts next year and increase sales steadily. The manufacturers will further increase the capacity utilization rate and save more money for everyone.
3) This year's market competition is particularly fierce, and there are many sudden incidents. The operating costs of various dealers have increased a lot compared with last year, which is to some extent affecting the actual net profit of dealers. According to the company's high-level research, in the company's own profits, some are drawn out, subsidized to the public dealers, to subsidize the rising operating costs of dealers......
3. Public opinion cleanup and preliminary preparation
Any feeling of people is relative, there is no absolute more and less, only relative, this manufacturer gives dealers a year-end rebate, dealers are not satisfied with the reasons, the reason is very simple, the dealer's expectations are too high It is high above the number of times the manufacturer actually gives, and it is naturally resentful.
So, where are the expectations of dealers? In general, there are four channels that deliver these high expectations to dealers:
1) The boss of the manufacturer at the dealer conference (mostly in the official big report and after dinner);
2) The manufacturer's business personnel are irresponsible to each other (may also be used to remind dealers to set off the atmosphere);
3) Information transfer between dealers;
4) Year-end rebates from other manufacturers;
......
As a factory owner, you must first manage your mouth. Although it is very cool to say, it can be very difficult to cash. Dealers rarely reduce the level of cooperation because of the careful talk of the manufacturers' bosses. On the contrary, there are quite a few words that are swayed by the bosses of the manufacturers and lower the level of cooperation and even scare away. Next, you have to ask the business staff to have a door in front of the dealer. Don’t rely on personal play. The author has seen that some manufacturers have adopted the recording and sampling method. The effect is good. It is required to record the whole conversation when the visiting staff visits the dealer. It is uploaded to the business headquarters on a monthly basis, and the headquarters is not regularly checked. This method is relatively simple to implement. To a certain extent, the business personnel can be bound to open a blank check in front of the dealer. As for the annual rebate status of the dealer's own friends or other manufacturers, although it has exceeded the control range of the manufacturer, it can be mitigated by the recoil method. The so-called recoil method is to concentrate on releasing some information about the truth of the so-called factory rebates, or to collect the reward data of each manufacturer in the usual and year-end, and collect them on a situational comparison analysis table, so that the dealers can see their own accounts. To some extent, eliminate and offset the information that dealers receive in other channels.
I don’t talk nonsense, try to reduce the negative impact of others on myself. This is only one aspect. On the other hand, I have to take the initiative to make a public opinion. The content of the lay-up is naturally to lower the expectations of dealers and reduce the dealer’s The enthusiasm for the year-end rebate, let the dealers lose interest in the year-end rebate, and even disappointment.
4. Formal diversification
The most direct form of interest is money, simple, direct, and clear. Of course, this is only for the payer, and for the recipient, it cannot follow this starting point. The form should be rich, but also highlight the sensual color. In terms of the year-end rebate, it is impossible to simply give money, but to combine the goods with the money. It is recommended that the manufacturers purchase some dealers but they are reluctant to add them. Things, such as more expensive office supplies and so on. In terms of order, it is best to give things first. Dealers often think that at the end of this year, manufacturers are giving this something, and no money is given, further reducing the dealer’s expectation of year-end rebates. After a period of time (usually about a week or two), then give money, even if the money is not much, in this money given to the dealer's expectations, the effect will be much better.
Pan Wenfu: a private owner who has been operating a family dealer company for more than 10 years. At the same time, he has served as a sales manager, marketing manager, trainer, etc. in many famous production companies. He has a dual perspective of dealer owners and dealers of production enterprises. experience. The research field mainly focuses on the internal management optimization of dealer companies, corporate transformation, innovative business strategy, operational cost savings, and vendor relationship optimization. It has the largest dealership library in the country, and more than 400 involved in dealer companies. The subject maintains long-term material collection and solution research.
[Follow the WeChat public number "Jiuzheng Coating Network"; pay attention to surprises, scan code to see "what is the paint sales? Absolutely! 》ä¹æ£æ¶‚料网交æµç¾¤]
Tape Measure Length,Stainless Tape,Waterproof Tape Measure,Flexible Steel Measuring Tape
Henan Liangjin Tools Co.,Ltd , https://www.liangjintools.com