Dealer development and management

Mercuri International held a public course on "Dealer Development and Management" in Shanghai on May 20-21. The editor of this journal participated in the training throughout the whole process and believed that its recommendation index reached four and a half stars.

Content: ★★★★☆

The purpose of this course is to help sales managers of suppliers to improve their company's business development in the distributor channel. Starting from the market planning and planning process, analyze the respective roles and responsibilities of suppliers and distributors, and then lead to a complete set of distributor management systems. The established process is divided into three stages: Selection, Execution, and Evaluation, which is vividly called the SEE system. Most of the two-day training revolves around these three important stages.

In each stage, the focus of work in different stages is explained from the three levels of operation, tactics and strategy, and the overall structure is clear at a glance.

Screening stage: strategically, first establish goals, identify the market positioning and life cycle of your own products or services, and analyze and identify appropriate distributor standards; tactically, decide on the way and plan of cooperation; Analyze what resources and capabilities are required for the implementation.

Execution stage: strategically, work with dealers to formulate cooperation areas and performance goals; tactically, decide task assignment, work flow and responsibilities of both parties; operationally, according to the status quo of the relationship between the two parties, deal with the problems that appear in the dealer's affairs problems and challenges.

Evaluation stage: strategically, analyze the dealer's current strength and potential for improvement, and provide corresponding consultation and support; tactically, formulate necessary criteria to evaluate their performance and the relationship between the two parties; operationally, focus on internal information Share and prepare for the next round of development and management.

Most of the sales managers usually focus on the daily management of the dealers, and they are often confused by the details, and they are less likely to think at a higher level. This training course, as the participants said, is a good opportunity to "inspire ideas and systematically organize issues that we didn't have time to carefully consider before". Therefore, this course is more suitable for those sales managers who have accumulated some practical experience in managing dealers.

Lecturer: ★★★★☆

Guan Juxing, who has more than 20 years of experience in dealer management in well-known companies such as GE and YORK, has been a full-time lecturer in Mercuri for five years. Years, have a good grasp of the course content. The teaching style is healthy, serious and moderate. In addition to teaching, he also interspersed with group discussions, brainstorming and role-playing activities. He is good at mobilizing students' emotions through simple games, and he can control the atmosphere of the classroom in a moderate amount, without deviating from the theme.

The most prominent feature is its strong guiding ability. This, for this practical course, is more important than the ability to explain. For example, when talking about the key points of each stage, he did not list one, two or three things in his own words, but used various interesting examples or fables to naturally guide students to start from their actual work and actively think about what to do in the next stage. something that makes it easier for listeners to understand and accept.

Overall, the overall organization of the course is smooth. It's just that at the closing stage, the time left for students to formulate their personal action plans is a little rushed.

Textbooks: ★★★☆

As Mercuri believes that the oral + visual + note-taking method can best help students remember and think, so like their other training courses, this course A lot of blank teaching materials are also used. That is to say, except for the main frame, the rest are blank, and students need to supplement it in the course of the course.

In addition, the lecturer will also distribute relevant handouts at any time according to the needs of the lecture. It should be said that this approach has a clear focus, and it does help students master key knowledge points, especially for them to understand and analyze the derivation process of some models and tables. However, because there are many handouts distributed, it will appear a little messy for students to organize themselves.

Students: ★★★☆

This course is taught in small classes, with a total of 18 students divided into 5 groups. The overall seating pattern is more suitable for the interaction between lecturers and students, and between students and students. Since the trainees are all regional managers and dealer management managers from various enterprises, they have similar work backgrounds and practical experience, so the atmosphere of communication in and out of the classroom is always very active.

Trainer: ★★★★★

Mercuri International is an international consulting company with a history of 50 years. It is famous all over the world for consulting and training in the field of sales, with strong professional advantages . It does not employ part-time trainers, but adopts the management system of full-time lecturers to control the quality of courses.

Its biggest feature is that it attaches great importance to the investment in research and development. There is a support group composed of consultants and lecturers from different countries, who will regularly discuss the sales management experience of companies in various countries, and provide continuous backup support for training. Some of the management tools in this course, such as the relationship triangle, were researched by Mercuri's own advisory group and recognized by the management community.