Floor Agents - How To Succeed
Wood floor brand agents generally reflect that today's fierce market competition, a brand is often a risk, a wood floor store owner believes that the brand's risk lies in the brand's price system is sound, inventory problems, brand awareness and recognition often Deciding on the success or failure of agents, wood floor brand agents have reached a consensus on the success of brand agents in the following three areas: good products, good store locations, and favorable conditions for franchisees. The importance of these three conditions is in order: the product is good, the location is good, and the franchisor's conditions are good. There are 23 wood floor brand agents who believe that good products are the prerequisite for the success of the agency, and 7 think that the geographical location is the primary condition for success. It seems that in the relationship between manufacturers and agents, it is the manufacturers that determine the role. If the products and brands are not good, it is also difficult for the agents to be successful. This just confirms that the wood floor brand agent itself is a win-win model.
Most of the wood floor brands nowadays use the regional exclusive agency business model, and regional exclusive agency is also the most successful marketing model. Therefore, agents must do a good job of brand agency, the first thing is to understand the game rules of regional exclusive agency.
The core of regional exclusive agency is unity, which is a copy of a successful model. Agents are not only merchandise, but the entire model, including brand logos, store names, trademarks, business standards, product and service quality standards, operating guidelines, etc., must be carried out in accordance with the headquarters of a full set of models. This entire model is the successful model that the headquarters has proven through long-term practice and has absolute scientific and market advantages. If the agents cannot understand and implement the essence and requirements of the model, the market advantage of the model cannot be reflected. Even if you are the agent of the best brand, it is difficult to have a good picture. Not to mention the multi-brand agency, it is tantamount to raising a few more. "spendthrift".
Therefore, after selecting the agent’s brand, agents must deeply understand the business model, business philosophy, brand culture, brand characteristics, and brand market positioning of the headquarters; strictly follow the “unified†principle, implement the Spread the word and ensure that the area's market is consistent with the requirements of the headquarters at all costs, so that you can use your brand's favorable resources and make the brand a cash cow.
Of course, understanding regional exclusive agents is only a preliminary ideological understanding, and more importantly, implementation. Whether it is the unification of “one thousand shops, one side†or the “nanny†terminal maintenance, you must have a strong organization and team to implement. This requires that agents must “corporate operationsâ€, must establish a sound system of operations, cultivate a full-quality, professional business marketing team, in order to truly assume the terminal network construction and maintenance services, to ensure the healthy development of terminal networks, Maximize brand marketing effectiveness.
The so-called maintenance service is to require provincial agents to actively assist and urge the terminal to fully implement the marketing model of regional exclusive agency brand monopoly, strictly abide by the "unified" agency principle; continue to maintain communication and communication with the terminal, and timely assist with the actual terminal Difficulties; Accurately grasp the characteristics of a mixed market state of perceptual and rational, and guide the terminal to make full use of the resources and advantages of brand monopoly to gain the largest market share. Only in this way can the terminal fully appreciate the charm of the brand's monopoly profit model and consciously maintain the terminal's regional exclusive agency route and loyally unite under your brand.
Some general agents are eagerly pursuing the number of franchised stores, blindly expanding, blindly pursuing the horizontal growth of performance (ie, the growth of the province's total performance), without considering the vertical growth of single-store performance; investment in joining without doing any research, come Do not refuse. As a result, the sales terminal opened was disorderly and uneven. In the past few years, the effort has been spent a lot, and even if three or two families continue to shrink, they begin to complain about each other. This is called quick success, killing chickens and picking eggs, leaving no way behind. Such people lack the overall vision and long-term vision of the market and do not have systematic marketing strategies.
After selecting the brands to join, the agent must first carefully and thoroughly understand the business model, business philosophy, brand culture, brand characteristics, and brand's market orientation of the headquarters. Then, based on the exact information they have acquired, the company will strategically plan the market in the area under its jurisdiction. . Just as the territory occupied by the general plan of the battlefield should occupy, it is necessary to formulate a comprehensive and long-term development strategy and implement it. With a good construction strategy, investment promotion will be on the chest and can be carried out in an orderly manner. Merchants must join the good quality of the customs clearance, strict selection of franchisees, not eager for instant benefits, to plant their own troubles.
After completing investment promotion, we must also track and maintain it in a timely manner. We must urge and assist the terminal to strictly implement the franchise model. Some agents only took a quick look at the moment and thought that when the terminal opened, everything would be fine, and they would be able to collect profits. So regardless of whether or not they let the franchisee go to play with it, the result would be a painstakingly laid network. The four seasons have changed their face in the eight seasons, with the red flags as the eight-nation coalition forces. In order to unilaterally pursue the amount of sales, some dealers have closed their eyes with one eye. As long as they take delivery of goods, they will be more than welcome. Not to mention the unity of the image, even the brand monopoly can not guarantee. As a result, there is no essential difference between doing goods distribution and making wholesale, and the headquarters is meticulously contributing to the shaping of the brand appeal, which is gradually reduced in the local market, and the market advantage of regional exclusive agency brand monopoly is even less. It not only seriously affected the brand's local market image, but also set an insurmountable obstacle for the follow-up development of the market. This development of the market is tantamount to digging the grave.
For flooring agents, this is an era full of opportunities and temptations, but it is also an era of fierce competition. On the hot floor of the flooring market, many brands and products are constantly emerging. For those flooring agents who are looking for agents, how do you choose to face such "diffuse" brands and products?
In any case, when agents choose brands and products, they must decide on factors such as manufacturers and market requirements. Do not use the sugar cannon shells of manufacturers to sacrifice their lives, sacrifice themselves, and do not sacrifice their short-term profits. In the hand, hurt the manufacturer.
Selecting manufacturing companies cautiously
“A good start is half of success.†For flooring agents, this “good start†is how to choose a company with core competitiveness. Flooring agents should fully understand the company's brand culture, business ideas, development plans, etc., to field inspection of the brand's reputation reputation, operating strength, research investment, product technology and future development plans to meet the needs of the market. We must also fully understand the marketing ideas of their products, whether it is suitable for their own development direction, to prevent picking a tasteless, tasteless, abandoned pity. Therefore, only those brands that constantly innovate in products and technology, give the brand an appeal and imagination in culture, and have a good development plan and broad prospects for development are the first choice for flooring agents.
Floor Agents: How to choose a brand
As the saying goes: Everything is difficult at the beginning. Now that there are as many floor companies as there are floor brands, the fierce competition in the flooring market is unprecedented. To be an agent who can earn money on the floor, it is especially important to start the selection of a brand.
First, do a good job of market research. This is a prerequisite for being a successful flooring agent. Market research mainly depends on your city's consumption capacity and land development situation. If there are many real estate projects under construction, it can guarantee the market's consumption potential. At the same time, we must also have a clear understanding of the local floor demand market, understand the level and variety of floor demand for consumer groups during the renovation process, and thus determine your direction.
Second, we must identify the brand. After understanding the level and variety of floor demand for the local market, it is necessary to find out the floor brand according to the market demand. At the same time, it should be noted that when acting as a floor brand, it is imperative that we do what we can. The threshold for large brands for agents is generally high.
In a large, general company, he will conduct a certain inspection on your capabilities. It is not that you place the money on the table. People will give it to you. If you run the terminal badly, it will damage his brand. image of
Again, examine the reputation of the candidate brand. At this time, you may have selected several candidate floor brands according to the local market demand. Which one to choose? This requires careful comparison and measurement. Than the strength, quality than service. In fact, in the final analysis, it is more than word of mouth!
In fact, consumers who buy floorboards often go to inquire about the brand's reputation. Most people will decide whether to buy because of the brand's reputation. When your agency's floor brand is well-known and is in line with consumer needs, there is no reason to buy.
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