After you have defined trading strategy and prospective trade channels it is necessary to choose partners. At this stage also there can be difficulties which finally will lead to failures. The wrong choice of the intermediary ? at least on one of resulted below indicators ? cost losses of market. So, in search of the distributor it is necessary to be guided by a number of parametres:
1. Potential: a sales volume and dynamics of growth, a share and market coverage (quantity of buyers, their structure, a parity of a retail and wholesale link), coverage of target groups (the interesting manufacturer), a condition of marketing structure (quantity of sales representatives, including working under the general price-list, efficiency of their activity), access to the regional markets (quantity of branches, their arrangement, coverage of the basic players of the local markets) etc.
2. Logistical indicators: the area and a condition of warehouses, including regional, volume of warehouse operations, characteristics of a transport component, terms of deliveries, indicators of warehouse marriage. This parametre becomes more and more significant as under the influence of a varying situation in the market distributors start to position themselves as logistical operators though in practice their functions are much wider.
3. A condition of financial indicators: values and dynamics of debts, solvency; requirement for attraction of circulating assets; the conditions given to buyers.
4. Image. Of this extremely important indicator frequently lose sight, though image of the intermediary is a part of a brand. And now imagine creams in containers in the open markets near to detergent powders and shampoos ? And, by the way, it is not imagination in the pure state: such happened (with other goods, it is the truth)!
The question on coincidence of image representations, reputation of the manufacturer and the intermediary is essentially important for realisation of the plan of sales. A choice of the intermediary is a rod element of a marketing policy.
Client base.
The circle of the possible problems arising because of department of sales is not limited to a choice of trade channels and concrete distributors. Not less important question is presence of the general base of clients at the company and its intermediary. This question is not so simple as it seems. Successful cooperation begins with creation of a uniform database. The most frequent problems arising at this stage are connected with following factors:
1. The company completely is necessary on the distributors using own client databases and the manufacturer especially is not interested, as the goods extend, ? if only the plan of sales was carried out and the set growth was provided. Such company works practically blindly and complexities with sale will not keep waiting. Absence of a database is a source of inevitable problems.
2. The available database is limited to direct buyers of production. Without knowing a way of the further movement of the goods, without supervising (at least without tracing) them the company is unable provide competitive service on all sites of this chain. And after all for the organisation working, for example, in market TNP, the information on the retail points realising its production is not less important than the data about direct buyers-distributors.
Today it is quite simple to find a good business 2 business connection - this is where a professional appointment setting can help you a lot.
And some general tips - today the web technologies give you a truly unique chance to choose exactly what you require for the best price on the market. For example, search for appointment setting services. You will be amazed how fast you can get set of products and prices for them. Strange, but most of the people don’t use this opportunity. In real life it means that you must use all the tools of today to get the info that you need.
Search Google and other search engines. Visit social networks and check the accounts that are relevant to your topic. Go to the niche forums and participate in the online discussion. All this will help you to create a true vision of this market. Thus, giving you a real chance to make a smart and nicely balanced decision.
And also sign up to the RSS feed on this blog, because we will everything possible to keep updating this blog with new publications about appointment setting industry.
