净水器营销系列谈之经销商如何选择合适的厂家?
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 17.25pt; TEXT-ALIGN: center; mso-pagination: widow-orphan" align=center><B style="mso-bidi-font-weight: normal"><SPAN style="FONT-SIZE: 15pt; FONT-FAMILY: 宋体; mso-bidi-font-size: 12.0pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">净水器营销系列谈之经销商如何选择合适的厂家?</SPAN></B><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt"><?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" /><o:p></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 17.25pt; TEXT-ALIGN: center; mso-pagination: widow-orphan" align=center><SPAN style="FONT-FAMILY: "><B style="mso-bidi-font-weight: normal"><SPAN lang=EN-US style="FONT-SIZE: 13pt; mso-bidi-font-size: 12.0pt; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt"><SPAN style="mso-spacerun: yes"> </SPAN></SPAN></B><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 17.25pt; TEXT-ALIGN: center; mso-pagination: widow-orphan" align=center><SPAN style="FONT-SIZE: 12pt"><B style="mso-bidi-font-weight: normal"><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">选择适合的厂家是迈向成功的第一步</SPAN></B><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 17.25pt; TEXT-ALIGN: left; mso-pagination: widow-orphan" align=left><SPAN style="FONT-SIZE: 12pt"><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">近来,笔者在负责南京鸿碧科技发展有限公司的净水器招商的同时,遇到很多经销商与笔者交流(特别是刚入行和想入行的),大家听了很多鼓舞性的话,净水行业每年以什么比例递增,市场空间有多大多大。。。。。。</SPAN><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 17.25pt; TEXT-ALIGN: left; mso-pagination: widow-orphan" align=left><SPAN style="FONT-SIZE: 12pt"><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">好像遍地是黄金,只要一伸手,就能捡到大把钞票,但,进来之后,才发现,这个钱太难赚了!</SPAN><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 17.25pt; TEXT-ALIGN: left; mso-pagination: widow-orphan" align=left><SPAN style="FONT-SIZE: 12pt"><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">今天,笔者不想讨论这个行业的前景,也不想讨论市场操作的方法,只想和大家交流一下,如何走好迈向成功的第一步——选择厂家。</SPAN><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 17.25pt; TEXT-ALIGN: left; mso-pagination: widow-orphan" align=left><SPAN style="FONT-SIZE: 12pt"><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">女怕嫁错郎,男怕入错行,经销商最怕找不到合适的厂家,因为一旦上错船,失败可能就早早地潜伏在大家身边了。</SPAN><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 17.25pt; TEXT-ALIGN: left; mso-pagination: widow-orphan" align=left><SPAN style="FONT-SIZE: 12pt"><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">经销商一般都会“货比三家”,会选择好几个厂家作为备选对象,但,几轮交流过后,反而会让自己无所适从,不知道该相信哪个厂家,不知道该和谁合作了,更不知道,哪些厂家适合自己了。</SPAN><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 17.25pt; TEXT-ALIGN: left; mso-pagination: widow-orphan" align=left><SPAN style="FONT-SIZE: 12pt"><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">关于“适合”这个定性的概念,我们要好好分析一下,其实这是一个双方互相“有利于”的概念,对厂家要有好处,对经销商也要有好处,在利润分配上尽可能和自己的资源相吻合,毕竟谁也不想吃亏啊。</SPAN><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 17.25pt; TEXT-ALIGN: left; mso-pagination: widow-orphan" align=left><SPAN style="FONT-SIZE: 12pt"><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">今天谈的是,经销商如何选择厂家,因此,我们要先来分析一下经销商,了解了自己,才能更好地去对接厂家。</SPAN><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 17.25pt; TEXT-ALIGN: left; mso-pagination: widow-orphan" align=left><SPAN style="FONT-SIZE: 12pt"><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">经销商大致可以分成</SPAN><SPAN lang=EN-US style="FONT-FAMILY: ; mso-font-kerning: 0pt">2</SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">类,强势型经销商(有实力、有经验)和普通型经销商(实力一般、没有多少经验),强势型的都是老前辈了,就无须再说,我们今天着重谈谈,普通型经销商该如何选择厂家,对于这类经销商朋友,摆在自己面前的选择余地也是很大的,一定要擦亮眼睛。</SPAN><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24.1pt; LINE-HEIGHT: 17.25pt; TEXT-ALIGN: center; mso-pagination: widow-orphan; mso-char-indent-count: 2.0" align=center><SPAN style="FONT-SIZE: 12pt"><B style="mso-bidi-font-weight: normal"><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">净水器销售要讲究口碑</SPAN></B><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 17.25pt; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-char-indent-count: 2.0" align=left><SPAN style="FONT-SIZE: 12pt"><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">上次笔者在《净水器营销系列谈之如何做好小区活动?》一文中曾经说过净水器行业的一些特点,这次笔者想再提一个净水器行业的特点(明白行业的特殊性,是成功操作市场的前提)。</SPAN><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 17.25pt; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-char-indent-count: 2.0" align=left><SPAN style="FONT-SIZE: 12pt"><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">净水器还处在行业的引导期,需要消费者的口碑,需要口碑来带动销售的“滚雪球”,净水器经销商一般都是在本地做生意,很多经销商的第一批客户都是自己的亲戚、朋友(与保健品不一样,异地做生意,赚钱了就关门跑掉),所以,口碑非常重要,怎么强调也不过分。</SPAN><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 17.25pt; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-char-indent-count: 2.0" align=left><SPAN style="FONT-SIZE: 12pt"><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">坏的口碑会影响目前的生意,好的口碑则会带来源源不断的生意。</SPAN><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 17.25pt; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-char-indent-count: 2.0" align=left><SPAN style="FONT-SIZE: 12pt"><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">如何有好的口碑?能创造好口碑的</SPAN><SPAN lang=EN-US style="FONT-FAMILY: ; mso-font-kerning: 0pt">3</SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">个重要条件:</SPAN><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 17.25pt; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-char-indent-count: 2.0" align=left><SPAN style="FONT-SIZE: 12pt"><SPAN lang=EN-US style="FONT-FAMILY: ; mso-font-kerning: 0pt">1</SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">、产品功能卓越。使用净水器和不使用要有明显的区别点,比如口感功效。</SPAN><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 17.25pt; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-char-indent-count: 2.0" align=left><SPAN style="FONT-SIZE: 12pt"><SPAN lang=EN-US style="FONT-FAMILY: ; mso-font-kerning: 0pt">2</SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">、产品品质出众。产品要具备安全性,技术的负面或风险小,比如不漏水(破坏客户家装潢)、水质不变臭(微生物增多)。</SPAN><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 17.25pt; TEXT-ALIGN: left; mso-pagination: widow-orphan" align=left><SPAN style="FONT-SIZE: 12pt"><SPAN lang=EN-US style="FONT-FAMILY: ; mso-font-kerning: 0pt">3</SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">、讲究实在营销。符合实事求是的原则,减少过分许诺,希望越大失望越大,比如滤材的维护周期一定要让消费者心中有数,说不说在你,听不听在他。</SPAN><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 17.25pt; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-char-indent-count: 2.0" align=left><SPAN style="FONT-SIZE: 12pt"><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">知道为何这个行业会选择“直饮水”这个概念作为突破口吗?因为这个概念确实好,确实能与自来水成为鲜明的对比,确实能给消费者带来震撼!</SPAN><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 17.25pt; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-char-indent-count: 2.0" align=left><SPAN style="FONT-SIZE: 12pt"><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">可惜,这么好的一个概念,不但未能启动这个行业,反而带来很多负面的影响。</SPAN><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 17.25pt; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-char-indent-count: 2.0" align=left><SPAN style="FONT-SIZE: 12pt"><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">因为,以前我们大多数净水器都宣传使用寿命很长(因为单价高,这样就可以相对便宜了),这样一来,微生物滋生的问题、亚硝酸增高的问题,就不可避免了,本来这些问题通过规律性地换滤材也能控制,但,我们为了自身的生存问题,选择了一个看似聪明却不怎么高明的办法,急功近利、透支血液,夸大滤芯的更换时间,营销一夸大,品质自然无法保证(净水器水发臭),品质无法保证,结果会如何?</SPAN><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 17.25pt; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-char-indent-count: 2.0" align=left><SPAN style="FONT-SIZE: 12pt"><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">根据传播学的法则,</SPAN><SPAN lang=EN-US style="FONT-FAMILY: ; mso-font-kerning: 0pt">1</SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">个使用产品不满意的消费者会告诉至少</SPAN><SPAN lang=EN-US style="FONT-FAMILY: ; mso-font-kerning: 0pt">4</SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">周围人,看看我们很多业内人士的苦恼吧,但,这些不能责怪消费者。</SPAN><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt"><o:p></o:p></SPAN></SPAN></P>
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