自动门
门窗企业厂家与经销商的关系甚为重要
发布时间:2012/4/29
  门窗企业需要推广销售自己的产品来实现最大化的销量,经销商需要代理企业的产品获得利润,这是不争的事实。可是,在实际的运做中,并不是每首厂商都能留下美好的回忆,两者关系总是布满荆棘,充满坎坷,甚至反目。经过短暂的蜜月期后,问题接踵而来,厂家烦恼,经销商不满。而市场的现实却让彼此欲罢不能,有时还需面对。因此,成都自动门企业研究探讨厂家与经销商的关系甚为重要:
  解决的措施与手段
  门窗企业在选择经销商时务必慎重,多了解,多考察,对其方方面面都要了解透彻,如人品、资金、经营理念等等,做到择优选择。门窗厂家要从“大市场”和全局的角度,切实维护经销商正当合理的利益,承诺的东西只要合理就要如期兑现。经销商要依据自己的实力适当发展,合作了就要配合厂家的市场运作,不为一时的利润低而自断“财路”,要知道只有产品销售得好双方才有利益。门窗厂家和经销商要以业务人员为纽带,多对话,少对抗,提高配合能力以实现共赢。门窗厂家有责任提高业务人员的素质,完善制约机制,对经销商的管理要理性,要顾全大局。以“培训、联谊、座谈会”为内容,多角度,多侧面实现双方良好沟通,增进彼此了解,强化忠诚度,实现共赢。
  两者的问题和矛盾
  门窗企业的产品需要很好的推广销售,借助经销商利大于弊,而经销商又要通过代理推广厂家的产品来实现赢利,本来二者应是一拍即合,但为什么会出现这样的矛盾呢?
  厂家从自身的产品推广销售和整体市场角度出发,不可能对所有的经销商都考虑得面面具到。经销商也是以赢为目的,一旦有暂时不赚钱或获利小的情况,便可能对代理的产品失去经营信心,对厂家配合度忠诚度下降,从而导致彼此合作出现裂痕甚至矛盾。部分业务人员素质偏低,急功近利,为完成任务不择手段,伤害了经销商。如:某业务人员得知要调走,便强制经销商进了很多很多的货,至于如何消化便和他不相干了,导致经销商对厂家颇有怨言。
  在代理权分配上不能让经销商满意。成都自动门企业表示有部分厂家在市场开发阶段对经销商许下很多承诺,可是市场运作成熟后不能兑现诺言,导致经销商不满经销商一般同时代理多家的多个产品,对某一产品不可能做到全力投入,此时,厂家便产生不满,怪其配合不够,导致关系恶化。
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