Successful investment strategies and models

Now, production companies need to attract investment, and marketing companies also need to attract investment. It can be said that investment promotion is one of the key links in the process of enterprise marketing, and it is the only way for enterprises to bring products to market. Any product that wants to go to market must be delivered through online channels. And every point in this sales network is built by the dealers of the company. So where does the dealer come from? This is the work that China Merchants wants to do. Some people think that investment is nothing more than looking for dealers to let them purchase goods and distribute the products of enterprises. As long as the company has a good product and distribution policy, is it afraid that it will not be able to recruit dealers? In fact, this is not the case. Investment promotion seems simple, but it is not easy to save money from other people's pockets. This not only requires good products, but also careful planning. Sometimes, a mistake in the details, it is possible to lose a group of customers.
Enterprise investment is a systematic project. The sparseness of any link will cause waste of enterprise resources, resulting in unsatisfactory investment results. There is a good corporate background, no good products can't be done; planning is beautiful, and lack of implementation is not good; there are good programs, no good interpretation and training; advertising is bigger, because the communication skills are not enough. Will be greatly discounted. The author has also had a successful investment history in the senior management experience of pharmaceutical companies in XX, summed up the successful investment promotion nine steps a, set up a strong investment team; b, determine the unique investment model and strategy; c, how to formulate investment plans, hold investment promotion ? d, packaging, planning unique product selling points; e, negotiation skills and details; f, how to train dealers; g, how to visit dealers? h, how to quantify the dealers; i, how to manage dealer channels at the level. I would like to share with you...
The dilemma of investment status quo for a long time, due to the single mode of investment, lack of overall planning, and the lack of investment concept, the investment expenses of enterprises are high, and the success rate of investment is low. where is the problem? As far as marketing is concerned, there is a lack of localized investment promotion and investment promotion methods! More than 95% of media and advertising companies can only provide simple advertising production and distribution, no deep service and value-added marketing at all.
Similarly, for investment companies, focusing on learning, selecting companies and products, focusing on variety development and discovering product opportunities are key to continued success. However, the actual situation is: the regional agents are busy with the terminal and neglect management and training; the limited information makes the product selection narrow; the product is offline and can not grasp the product opportunities of the same cross-industry; the negotiation with the manufacturer is passive; The opportunity selection cycle is long; the decision-making power is weak, and the decision support system is limited to friends and relatives. Due to the asymmetry of information between the two sides, there is a lack of communication platform and trust base between them. Solving the dilemma of enterprise investment has become the most concerned issue for enterprises.
First of all, there is a lack of overall planning: after the investment has been recruited for a long time, the company itself cannot explain why it is still attracting investment. If it is a good product, it should be in a relatively short period of time, one month or three months, and it can complete the investment. If you are still in business after one year, what is the reason? Enterprises and distributors will reflect on it.
Secondly, the advertising dependence is too strong or does not vote for one point: whether or not only advertising can complete its own expansion, complete its own leap, advertising is the only means. This is currently more common in various companies. Before you can find a better way, you can only use advertising to solve it. There are also many companies that send a large number of marketing personnel to check the bottom of the market to determine their dealers, never to advertise. It is not a good thing to go to extremes. It is wrong to rely too much on advertising and not to advertise. If the advertising dependence is too strong, you will not play anything else. You can't master it without advertising marketing methods.
The third investment model is very simple: many of our companies can only see one, two, and three investment methods, but as a system move, through the cooperation of various aspects, now less.
The fourth investment has no long-term planning: there are many companies that are in speculation. He thinks that my dealers will be able to get my money back from the warehouse and transfer my goods from my warehouse to the dealer's warehouse. This kind of investment model leaves a huge amount of trouble, and when the dealers cannot fully sell in the market, the impact is fatal. Such companies would rather believe in speculation than the normal operation of the company, and not the modern marketing concept we advocate.
The fifth lack of follow-up guidance: Many times we can only know about a situation of a company through investment advertisements, investment information, and investment news. We have no way to talk to the company, and our dealers have no chance to go deep into a company. To get a deep understanding of the background of the product is not what he said, the efficacy of the product is not so obvious, the strength of the enterprise is not a dozen million advertising. At the same time, if follow-up is not enough, training and management are not available, then the market will certainly not be able to do it.
General flow of investment ideas: overall investment plan design - investment staff preparation - investment advertising creativity, media selection and publication - 1 information processing - 2 times information processing - issue meeting invitation - hold meeting - supervise performance - - Payment to delivery - file transfer - the start of the cooperation work. Before the investment, a detailed “Investment Manual” should be developed to control the process.
No matter which kind of investment method, the ultimate goal is to spread the investment information to the target investment group. Today, when investment information is flying all over the world, people's investment is becoming more rational. It is not that the investment information can be spread out, and there is still a lot of work to be done. How can we quickly and efficiently let dealers distribute their products with confidence?
First, let dealers understand the history of the company. Distributors are unfamiliar to the company. To allow dealers to distribute their products with confidence, they must let dealers have trust in the company. How to let dealers trust our company, it is far from enough to rely on enterprises to have persuasive investment tools. Such as the honors obtained by the company, the media reports on the company, etc.
Secondly, in the process of attracting business, it is not enough to rely on one advertisement and the lobbying of business personnel. We must let the dealers see the actual things. This requires enterprises to have practical solutions or to establish a model market. For the model market enterprises to be strictly managed, from the construction of the store to the training of the guides must be standardized, to make the model store become the image of the enterprise. shop.
There are also enterprises that must make long-term plans, make a description of the prospects of enterprises, and establish a long-term corporate image. Let dealers feel that this is a company with great development potential. Cooperation with such enterprises is promising.
At the same time, it establishes an easy-to-operate distribution model for dealers, which forms a mode from the decoration of storefronts, the placement of products, the training of shopping guides, business management, and promotion. This mode is simple and easy to operate, as long as the dealer operates in this mode, there is a good profit. Usually, dealer

What is worried is not that the investment amount is too high, but how to sell it after the purchase. The distribution model allows dealers to feel that companies are not letting dealers sell themselves, but companies are helping them to sell together, so that dealers can eliminate worries.
In the process of attracting investment, we should also let the excellent dealers who have cooperated to present their own experiences, tell their own experiences and business performance with the company, and use specific figures to illustrate the benefits that the products bring to themselves. Facts speak louder than words. Through the explanations of existing dealers, dealers can be dispelled of doubts about products. If others do what they do, then they must do it themselves.
All in all, the company's investment must be targeted, methodological, and can not blindly dream of a network of fish. Choose the dealer that suits you and cooperate sincerely. Only in this way can we achieve a virtuous circle and ensure that the post-investment work can be carried out in an orderly manner. No matter what kind of means the enterprise adopts, the ultimate goal of investment is not to circulate money, but to serve the sales of products.
Investment promotion strategies and model investment have great randomness and uncontrollability. In most cases, the probability of “door-to-door” is not very high, but the target investment group is clearly defined in advance: investment target, key area, qualification requirements, and review rules. Relevant terms such as control measures, and can be disseminated through effective channels, the investment promotion work can be more clear and clear, targeted, and reduce unnecessary twists and turns. Therefore, when formulating the investment promotion strategy, we must clearly understand our own resources, advantages and conditions that can be given to the applicants, and discuss the overall market strategy with the respondents, and inform the real market support, so that the two sides can cooperate for a long time. How to develop a strategy?
First of all, we must clearly define the purpose of investment. Generally speaking, the main purpose of enterprise investment is threefold: quickly withdraw funds, relieve stress; quickly establish a marketing network, occupy the market; exercise the team, sum up experience, and refine the market operation mode. The fundamental purpose of most companies' investment promotion should be to impress and win consumers, and fundamentally start and occupy the market. Merchants are only the means and tools for products to be available.
Second, we must determine our target investment group.
There are two types of investment, dealers and agents, and there are essential differences between the two. Generally speaking, mature brands and products are stable due to market trends, simple promotion work, easy to predict sales, and more suitable for cooperation in the form of distribution system; while the products in the development period are complicated due to market factors, the market investment is large and the prospects are uncertain. Intensive cultivation, more responsible manufacturers mostly adopt the agency system, thereby reducing the risk and burden of the agent, strengthening the assistance, supervision and control of the agent, in order to gain the initiative to control the market.
After the new products are listed, it is necessary to do a full market research and analysis according to the market positioning, product characteristics and channel characteristics of the products, determine the scope of dealers that are suitable for them, and conduct targeted and selective investment to achieve certainty. Suitable for your own dealer target group. Generally, companies have the following methods for determining the scope of dealers:
a. Competitor's dealer. Because competitors' dealers are familiar with the industry, products and market operations, companies can use this advantage to quickly start the market. Because competitors' dealers are very familiar with the industry, they want to be competitors. It is not easy to become your own dealer. Enterprises can find in two ways: 1) dealers with poor operating conditions; 2) dealers with good operating conditions but dissatisfied with the manufacturers; 3) dealers with good operating conditions and satisfactory manufacturers.
b. The distributor of the associated product. Related products refer to products that are related to or distributed to corporate products, such as health products and medicines, food and beverages, solar and plumbing equipment, bicycles and locomotives. Due to the relevance of the distribution of these products, the way the products operate is similar, so dealers are often more likely to intervene. These dealers have certain sales experience, have strong distribution awareness, have certain economic strength, and are easier to find when we are inviting business. They should be one of the key points of enterprise investment.
c. Potential distributors with funds. This part of the dealer has a certain financial strength, and at the same time has the desire to invest, it can also become the target dealer of the enterprise. Although they lack industry knowledge and product distribution experience, but because they are involved in a new industry or first time doing business, they often do things very seriously, as long as they have a certain distribution awareness, after the training and guidance of the manufacturers, they can quickly grow into excellent ones. Dealer.
When investing in enterprises, the choice of dealers should be targeted. Don't use mushrooms. Although you hope that the more mushrooms in the basket, the better, but you must learn to give up on poisonous mushrooms. Otherwise, you may have satisfied your own desires at first, but will eventually hurt yourself.
Third, choose the right way to attract investment.
The most common is through advertising investment, it mainly through the various advertising media to spread the company's investment information, through telephone, fax, letters and other means to collect customer information, through further negotiations, to guide people to distribute the company's products. This kind of investment method is mainly adapted to the fact that the business personnel of the enterprise are relatively few and need to develop the market quickly, or the products of the enterprise have certain popularity. At the later stage of market development, the establishment of the sales network is relatively sound, and the dealers of the competitors are relatively stable. Dealers with related products have no intention of cooperation. If you want to further expand the market, you need to find potential distributors with idle funds. This part of the dealers can't find them through business people. Only through advertising can spread the investment information. , to explore this part of the potential dealers. The national media for investment advertisements has become more and more concentrated. Newspapers are mainly concentrated in China Business Journal, China Medicine News, Southern Weekend, and Global Times. Only China Business News takes up newspapers. The effective response rate of classified advertisements is about 70%; the magazine focuses on "sales and market withdrawal, "business", "Southwind Window", among which "sales and market withdrawal, "business" takes up valid information reply of magazine advertisements. More than 60% of the rate. Therefore, these are undoubtedly the preferred investment advertising media for enterprises. The cost of advertising investment is relatively high, and it is not suitable for the introduction of a large number of investment advertisements in the initial stage of new products. Because people tend to be more cautious when choosing investment projects, they lack confidence and no interest in new products that lack brand awareness. Therefore, the effect of advertising investment is not obvious. Often spend a lot of advertising fees, but also can not recruit the right dealers, resulting in waste of resources. The advantage of advertising investment is that it has a wide spread and can identify potential distributors that many business people cannot find. The disadvantages are high cost, low investment quality and poor targeting. The key to adopting this method is to select the media that the dealers pay attention to to publish the investment advertisement.
It is also common for the drug fair to attract investment. Nowadays, there are many drug trading fairs at various levels. The information on the drug fairs and the people in the industry are concentrated. It is a good time for investment, and the most popular health care products manufacturers in this way generally attract investment through the main model market. Manufacturers choose a relatively small market and start the detonation market

Use the demonstration effect of the model market to attract investment. Merchants are profitable. As long as the model market is set up, other market distributors will naturally contact the distribution products. The source of funds in the main model market can be divided into two types. One manufacturer pays for itself and hits the market. The market risk is borne by itself, and the profits are also exclusive to them. The other is the dealer to pay, the manufacturer operates. The manufacturers are familiar with the products, the dealers are familiar with the local market, and the two parties combine and complement each other. It should be said that the successful start of the model market is more secure.
Of course, there are a lot of mutual recommendation in the circle. Through their familiar friends, they use interpersonal relationship to attract investment.
Business personnel visiting the investment promotion is also the most direct investment method. It is mainly after the enterprise determines the investment group, and the dealers for the competitors and related products have a purpose to visit and communicate, to convey the investment information of the enterprise, and to invite investment. This kind of investment method is mainly adapted to the initial stage of new product launch and market development stage. The strength of the enterprise is relatively weak. For potential distributors without distribution experience, the company's post-training and guidance can't keep up. The target investment group of the company is mainly competitors. Distributors of dealers and related products. Therefore, the company can arrange for business personnel to conduct targeted and rapid visits to the target investment group. The advantage of business personnel visiting the investment promotion is that it is highly targeted, and the distributor's distribution ability is high and the speed is fast, which can save a lot of advertising fees. The disadvantage is that it is impossible to find potential distributors with idle funds, and the quality of business personnel is relatively high.
Fourth, formulate appropriate investment policies.
According to the relationship between the manufacturers and distributors, it can be divided into two types: buyout distribution and local support. The former is the manufacturer's buyout manufacturer's products. The manufacturer only manages production and supply. The dealer is fully responsible for the marketing and marketing package; in this way, the manufacturer stipulates a market retail price, and at a very low price, generally retail. The discount of 1-2% of the price to the general distributor; the general dealer takes the money to pick up the goods, in the market, the manufacturer does not provide any support. The other is partial support for the manufacturer. There are two ways: pure advertising support, that is, the dealer gets the goods at a suitable price, the manufacturer is responsible for the advertisement, and gives the “air support”, other marketing work, completed by the dealer himself. . Manufacturer's promotion and advertising support. That is, manufacturers not only have the "air support" of advertising, but also the "ground troops" to help dealers to do a good job in product promotion, dealers only need to purchase goods, distribute goods and pay back. This method is conducive to the deep distribution of products, and the deep penetration of a single market, which is also beneficial to the manufacturers to control the dealers, to prevent merchants from selling goods and low-priced goods.
The success of investment promotion involves not only the preliminary research of products, product planning, product packaging, but also the integration and implementation in the later stage. Merchants are the first marketing of the company! The understanding and operational ability of investment promotion is related to the survival and development of enterprises. The transformation and upgrading of Chinese enterprises' investment promotion is fundamentally based on the ideological renewal and understanding of the main body of investment promotion. The hardest thing for people to change is self-awareness. The establishment of commercial competitive advantage depends on the establishment of new business concepts and advantageous business resources. The changing market environment requires that the ideological concepts and knowledge structure of frontline business elites keep pace with business trends.
Attached file: A company's product investment consultation phone problem
1. What kind of company is your company?
2. How large is your company?
3. What are the production lines of your company's gmp factory?
The whole field passed the gmp acceptance, including syrup, tablets, capsules, infusion solutions, granules and the like.
4. What exclusive varieties does your company have? What are the famous brands?
5. Is a product an exclusive new drug? Is there a patent?
6. Is a product a medical insurance product?
7. What is the main component of a product?
8. What is the therapeutic range of a product? What is the detailed function?
9. What is the specification and retail price of a product? How to take it? How many days is a treatment? How many days does it work? How many boxes per piece?
10. Does the product have toxic side effects?
11. What are the advantages compared with similar products?
12. The company will invest huge manpower and material resources to support it as the most important variety of the company.
What is the agent price? Is it too high?
The country is divided into three types of provinces, and in each area, it is divided into provincial agents, provincial capital agents, and prefecture-level agents:
13. What are the company's requirements for dealers when acting?
Must have a certain economic strength, and hope to establish a long-term cooperation alliance; rich market operation experience, a sound management team, and a good business reputation.
14. Does your company have a requirement for the annual task volume? Is there a requirement for the first batch of delivery?
15. Do you have to pay a deposit when you are acting? Can't you pay?
Yes, there are certain requirements, see the Merchants Handbook.
16. Can your company's market deposit be refunded? What is the refund policy?
Of course you can retire.
17. How does the company protect our market from rushing?
Signing a contract to guarantee the exclusive agency rights in the dealer area;
Strictly implement the regional coding system and supervise and manage it by special personnel;
Implement a dynamic monitoring system for shipments to reduce the risk of trading at the source;
Unify market prices and eliminate price reductions;
The market risk mortgage is charged, and the heavy price and the trade behavior are resolutely severely punished; if the circumstances are serious, the contract execution will be terminated.
18. What kind of support does your company have for our agents?
For certain requirements, see the Merchants Handbook.
19. How does your company handle returns?
20. When does the product enter the market after the contract is signed?
21. How long is the dealer's distribution license?
22. Does your company advertise for the product?
In principle, we do not place advertisements in specific areas, but according to the company's overall strategy, we may also launch them in some influential media. Of course, if the distributors are particularly excellent and the market is developing rapidly, we can also consider them.
Chen Zhihuai, professional medicine marketer, welcome exchange: [email protected]