如何有效激励经销商(上)（How to effectively motivate distributors (Part I)）.docVIP

如何有效激励经销商(上)（How to effectively motivate distributors (Part I)） Host： Deng Yangge (moderator of this column) Guest: Chen Jun (Marketing Director of a company) He Junhui (vice president of marketing of a company) Yang Ronghua (Minister of sales of a company) Li Zebin (director of planning for a company) Rebate is also a double-edged sword Moderator: we know that many companies have a unique incentive to motivate dealers, but are they very effective? Perhaps many companies themselves do not fully understand. Because the effective management is usually divided into two aspects of efficiency and effectiveness, however, most of the enterprises to use the way is: through the dealer sales rebate policy, encourage dealers to do the sales volume is large, then the higher rebate rate. Does this overly emphasize efficiency and ignore the effect? I would like to ask you to discuss your views and experience here. Chen Jun: according to my understanding, rebate refers to manufacturers in accordance with certain criteria, in cash or in the form of goods, the dealers lagging reward. Rebate is characterized by lagging cash, not cash on the spot. If the cash rebate time classification, generally divided into month back, back to back three years and season; if the classification from the cash rebate, generally divided into two categories, dark Ming returned back up; if classification from the reward, the rebate process can be divided into two kinds of sales rebate and rebate. I think the rebate is a double-edged sword: First, because the rebate is based on how much sales, and therefore dealers for more rebates, we must do everything possible to sell more products. This approach has the right side, after all, increasing sales is an important goal of the factorys sales work, especially in the early stages of the product market, the role of this policy can not be underestimated. Second, inducing agent may also become a dealer rebate Cuanhuo arbitrary price short-term behavior etc.. Espec