如何让经销商跟你走——销售渠道建设与销售商管理

两天培训议程/Agenda
08:30-08:55 签到 Register12:00-13:00 午餐 Luncheon
09:00-10:30 培训 Training13:00-15:30 培训 Training
10:30-10:40 茶歇 Coffee Break15:30-15:45 茶歇 Coffee Break
10:40-12:00 培训 Training15:45-17:00 结束Training end

概述/Overview
销售渠道已经被越来越多的企业定义为核心竞争力，经销商管理是现代企业销售渠道管理的主要方式与内容。企业需要与战略渠道成员发展合作伙伴关系，加强对销售终端的管理，更好地服务终端用户或消费者。
本课程是为经销商管理的相关销售人员量身定做的实战课程，通过2天时间的培训，学员能够成为更有效的经销商管理经理，并能与经销商更好地协同业务发展战略，建设完善的销售网络，优化产品供应效率，从而为企业赢得渠道销售和渠道管理方面的竞争优势
Sales channels has been more and more defined as the core competitiveness of enterprise, dealers management is main way and content of modern enterprise marketing channel management. Enterprise need and strategic channel member development partnership, strengthen the management of sales terminals, better serve the end user or consumer.
This course is designed for dealers management of the relevant sales personnel practice course, through two days of training, students can become more effective distributor management, and can better synergy with agency business development strategies, building perfect marketing network, optimize product supply efficiency, thus win the sales and distribution channel management for the enterprise's competitive advantage.

课程收获/Reward
1.充分理解销售渠道的本质，掌握销售渠道规划、设计的基本步骤
2.通过讨论，了解多渠道复合系统的优点及运用
3.理解经销商管理在销售业务运作中的重要作用
4.充分了解经销商管理主管的角色与职责
5.掌握经销商管理的工作内容
6.如何找到合适的经销商？
7.掌握如何与经销商一起制定业务发展计划
8.掌握如何处理好经销商与公司的利益冲突
9.掌握如何处理和很好地把握与经销商的双赢关系
10.掌握如何选择、评估、考核经销商
11.掌握如何更换经销商？如何准确及时地把握经销商的信息
12.掌握如何更好地配合经销商的工作

1.Fully understand the nature of the sales channel, the basic steps of master planning and design of the sales channel
2.Through discussion, know and use the advantages of multi-channel composite system
3.To understand the management of dealers in the important effect of sales business operation
4.Fully understand the roles and responsibilities at the dealer management director
5.Master dealer management work content
6.How to find the right dealer?
7.The knowledge of how to develop the business together with the dealer development plan
8.Grasp how to deal with the dealer conflict with the interests of the company
9.To master how to handle and grasp well the win-win relation with dealers
10.Grasp how to select, evaluate, examine the dealer
11.To master how to change a dealer? How to grasp the dealer's information accurately and timely
12.To master how to better cooperate with dealers

活动纲要/Outline
一、销售渠道的概念与分类
销售渠道的特点与特征
直销、直营与分销
分析三种销售渠道长度的利弊所在
独家代理与独家经销，总代理与总经销
分析其利弊所在
选择性分销
- 如何判断及利弊分析
密集型分销
如何判断及利弊分析
讨论一：根据以上所学知识，学员分组讨论，各种销售渠道长度及宽度在市场开发及与产品特点结合中，如何选择运用？每组一名代表上台发言。

The concepts and classifications of sales channels
features and characteristics of sales channels
direct sales, retail and distribution
-analysis of the pros and cons of three kinds of marketing channel length
exclusive agent with exclusive distribution, general agent and total distribution
- to analyze its advantages and disadvantages
selective distribution
- how to determine and analysis of the pros and cons
intensive distribution
- how to determine and analysis of the pros and cons
discussion 1: according to the above knowledge, student group discussions, various sales channel length and width in market development and combined with product features, how to choose to use? Each group of a representative to speak.

二、销售渠道的结构与设计
新市场开发中销售渠道的选择
二八定律在渠道设计中的运用
分销策略与代理商、经销商的类型
讨论二：根据供应链结构长短合理性分配原则，分析流体工业品行业渠道长度的设计规律。

The marketing channel structure and design
sales channel choice in the new market development
the application of this principle in the channel design
distribution strategy and the type of agents, distributors
discussion 2: according to the length of the supply chain structure reasonable allocation principle, the design of industrial products industry analysis of fluid channel length.

三、多渠道复合销售系统的运用
客户精细化，多重复合销售渠道出现的背景
产品细分，获取渠道资源的最大化
特种行业销售渠道的差异化分析
多渠道管理中，如何避免相互冲突？
The use of multi-channel sales system
customer and clarify the multiple background compound sales channels
product segmentation and maximize access to resources
differentiation analysis of special trade sales channels
multi-channel management, how to avoid conflict?

四、经销商的开发
经销商的来源与选择
发掘潜在经销商的七种方法
选择经销商的八大标准
评判与审核经销商的通常步骤
与潜在经销商沟通的注意要领及注意事项
吸引优质经销商的有效措施
更换经销商的要领与技巧
讨论三：根据CPC目前的产品特点，我们应如何根据不同的地区、不同的阶段选择经销商？
请设计出经销商选择标准的权重分配，并阐明理由。

The development of dealers
the source of the dealers and choice
explore potential distributor seven ways
choice dealer's eight standard
evaluation and audit dealers usually steps
communicate with potential distributors pay attention to the main point and the matters needing attention
the effective measures to attract high-quality dealers
replace the dealer's main point and skill
discuss three: according to the product characteristics of CPC, how should we choose according to different regions, different stages of the dealer?
Please design a dealer selection criteria weights allocation, and illustrate the reasons

五、经销商的管理
经销商的日常管理内容
经销商档案的建立及运用
经销商的区域管理及销售价格管理
帮助经销商进行客户开发及掌控
The management of the dealers
the routine management tasks for dealers
dealer file set up and use
dealers area management and sales price
helps dealers in customer development and control

六、与经销商的沟通
沟通中的第一要素
为什么经销商有时会很难对付？
经销商通常的心理特征与心理障碍
如何让经销商感觉你很重要？

The communication with dealers
the first elements of communication
why dealers sometimes hard to deal with?
dealers often psychological characteristics and psychological barriers
how to make dealers feeling it is very important to you?

七、与经销商的谈判
经销商与最终客户在谈判立场上的分析
谈判前两种不良谈判心态的克服
与经销商谈判中谨防的三种陷阱
经销商都是高智商的人
经销商追求利益多于追求情感
善有恶报的苦果
案例分析：与经销商谈判中的取与舍

Negotiate with the dealer
dealers and end users in negotiating position analysis
talks first two bad attitude to overcome
negotiation with dealers of three types of traps
(1) the dealers are intelligent people
(2) the dealer to pursue interests more than the pursuit of emotion
(3) good and reap the whirlwind
Case study: negotiate with dealers. Exclude from

八、经销商的激励
为何经销商会出现懈怠状况？
激励经销商的重要性及意义
如何利用销售政策不断激励经销商
通常的奖励政策设计
年度及阶段性促销活动
激励不一定靠金钱
讨论与分亨：如何让经销商在经销众多品牌中，实现对CPC的第一推荐？
立邦涂料是如何让经销商实现纯营的？
Dealer incentives
why dealers will appear slack condition?
motivate dealers the importance and significance
how to use the sales policy constantly motivate dealers
- usually the reward policy design
- annual and periodic promotions
motivation does not necessarily rely on money
to discuss and share: how to make the dealers in the distribution of brands, realize the CPC first recommendation?
Nippon paint is how to make the dealers to achieve pure camp?

九、经销商销售团队的培训与辅导
管理经销商的职责及七大能力要求
经销商培训的意义和重要作用
经销商培训的六大内容
组织经销商培训的几种形式
经销商年会的召开
Dealer sales team training and coaching
the duties of managing the dealers and capacity requirements of seven
the meaning and important role of dealer training
dealer training six content
organization dealer training several forms
dealer meeting

十、经销商财务状况的评估和库存管理
了解经销商财务及经营状况的六种技巧
经销商货款管理及销售信用额度的使用
经销商建立库存对市场占有率的影响
如何调动经销商主动增加库存的积极性

Dealers financial situation assessment and inventory management
dealers understand financial and operating conditions of six kinds of skills
dealers loan management and the use of credit sales
dealer inventory