Don'T Brainwash The Dealer Again.

A long time ago, the brainwashing of dealers is still a leading management.

Up to now, there are still many manufacturers' bosses and directors, who still insist on brainwashing work for distributors. In recent years, the author's participation in the conference of dealers is still very strong in brainwashing.

Ordinarily, in the business field, all work is directed at performance and profits. As long as effective, as long as there is no advantage, there is no such thing as right and wrong. Then, is it still effective for manufacturers to do brainwashing strategies for dealers? Next, from the point of view of distributors, the author makes some comments:

1. Why is brainwashing effective?

Today's manufacturers are keen on brainwashing their dealers, often because the previous brainwashing strategy is effective, since it is an effective strategy, it will continue to be used, so it will continue.

But in deep thought, why not? Why is it effective? In fact, the reasons are simple, fresh and unseen, plus some dealers' own business ideas have not yet been formed, lack of overall consideration of strategic deployment and development direction. When accepting these complete and clear business ideas, they naturally find a road sign for themselves, and with high recognition and desire to follow.

So to a certain extent, it has achieved the desired results.

Of course, we do not exclude other reasons. For example, dealers are aware of the fact that they are willing to cooperate with manufacturers.

Or poor performance, this order is small, worried that the manufacturers have opened their own, so in these surface works actively cooperate.

But now, after all these years of intense practice, a small scale dealer company, whether in external operation or in internal management, has basically explored a set of models that are suitable for itself, and has clearly defined its own direction of development. The future planning is also clear. Under the clear idea of the dealer's own mentality, it is probably too much to wash the brains of dealers at this time.

2, why do we insist on brainwashing our dealers?

The author has also contacted some manufacturers' bosses and marketing directors, and has asked this question. Why do we need to brainwash dealers? Most of the answers are dealers need brainwashing. Why do we need brainwashing? Because dealers are mostly poor in quality, limited in ability, and lack of loyalty to manufacturers.

3, why do manufacturers think so?

The reason why we need to brainwash dealers is that there are some problems with dealers themselves. There is a need for brainwashing to dealers. The reason is that a few manufacturers can talk about exports. They despise dealers in bones, or think dealers are simple, low-grade and primitive. They need to be managed and educated. Only when managed well, can they have greater use value.

Think about it from another angle. How many problems can we solve for dealers' brainwashing? Do dealers need brainwashing? Besides brainwashing, are there any other ways to promote the relationship between manufacturers?

First of all, it must be admitted that brainwashing is at best a short time with some influence on the ideological level, and it can not solve many practical problems.

For example, the description of the future prospects of manufacturers' cooperation is indeed beautiful. If it can be sold exclusively, it will be better. But after a continuous participation in the distributors' meetings of several other manufacturers, the idea of loyalty and exclusive marketing has just vanished.

Another example is the analysis of the market prospects of new products. Indeed, there is great potential for development. However, after returning to the company, facing the low executive power and complaining of the staff, the marketing of new products will begin to encounter strong obstacles inside.

The current internal and external environment of distributors is far from the state of ten years ago.

The problem is more complicated, and many problems are not resolved by the next decision, but more practical technical solutions are needed.

At the same time, dealers in the face of cooperation with the manufacturers, is no longer limited to whether the product sales volume of the manufacturer to achieve more, but hope to have a long-term cooperation mechanism with manufacturers, not only in product sales, but channel construction, problem research, technology introduction, information sharing, and even in the overall promotion of distributors, there can be more joint docking point.

Moreover, the manufacturers' brainwashing strategy may be fresh for the first time, the two time, but don't forget how many times the dealer bosses will be present at the manufacturer's dealer conference every year. There are many kinds of brainwashing strategies to see. In this case, if we still use the simple brainwashing strategy five years ago ten years ago, we fear that the dealer will be disgusted with it.

Of course, we still insist on using brainwashing strategy manufacturers. It may also be that the existing distributors are still in the primary stage, and have not seen much of the world. This brainwashing strategy is still fresh and useful for them.

However, more often than not, the lack of in-depth research on dealers, especially the continuous study of dealer demand changes, still remains in the understanding level of dealers several years ago, or simply treats dealers as simple headed idiots.

And I am afraid that the person who regards the other side as a fool is the biggest fool.