How to quickly and effectively do a good job of investment promotion
I, what is investment? Enterprises need investment, marketing enterprises also need investment. Merchants is one of the key aspects of the marketing process, is the enterprise will be the product to the market must be the way. Any kind of product to the market, it must be passed out through the network channels. And every point of this sales network is built by the enterprise's franchisees, then, where do the franchisees come from? This is the work to be done by the investment promotion. Merchants is nothing more than to look for franchisees, so that they pay money into the goods, join the enterprise's products. Enterprises as long as there are good products and join the policy, still afraid of recruiting franchisees? In fact, this is not the case. Merchants work seems simple, but to get money out of other people's pockets, is not a very easy thing, which not only need to have good products, but also have a well-planned. Sometimes, a mistake in the details, it is possible to lose a number of customers. Second, what is a franchisee? Franchisee refers to the mode of chain franchising, accept the headquarters of the brand and technical guidance to the party. At present, China's chain franchise industry is divided into tight and loose type, corresponding to the responsibility is also different. 1, tight (such as McDonald's): in foreign countries, large-scale chain of franchising companies are this type of franchise. The main features are: strictly copy the headquarters of the business model, including layout, production standards, sales, purchase, organization, service, training and so on. Franchisees only need to pay a certain percentage of management fees and the first installment of the franchise fee, you can enjoy all the resources of the success of the headquarters, the headquarters of the perfect copy to ensure that the franchisee's profits. As for legal responsibility, it depends on how the contract signed by both parties. 2, loose (such as Shanghai Longfeng Douhua Xiang): most of the domestic food, automotive, pharmaceutical, service industry use, suitable for China's national conditions, the head office has a set of successful after repeated verification proved successful in the operation of the program, to attract business to join. Seriously provide a set of entrepreneurial program, do phone feedback, tracking service, to give the franchisee to the brand's right to franchise. In law, this franchise is still the main body of the franchisee himself. The difference between franchise and directly-managed stores Franchise and directly-managed stores are two ways of chain management. Chain management can effectively integrate market resources. These resources include: management \ market \ brand \ cost \ service and so on. Directly operated stores are usually fully invested by the franchisor. Franchises are generally joint ventures. The relationship between directly-managed stores and the head office is relatively close. The relationship between franchised stores and the head office is relatively loose. Directly operated stores employees are generally included in the headquarters sequence. Franchise employees are generally not included in the headquarters sequence. Directly managed stores are generally equivalent to flagship stores, franchise stores are generally equivalent to the main store. Difference between branches and subsidiaries Branches are generally the head office of the organization, not independently responsible. Subsidiary is generally a derivative organization of the head office. Including supporting investments that serve the main business (operating projects are different) and derivatives of the main business (operating regions are different). Subsidiaries are generally independently responsible. In principle, different companies based on the head office as an investor cannot be regarded as branches or subsidiaries. Only other companies with the head office as an investor can be considered branches or subsidiaries. Branches or subsidiaries are generally fully wholly owned. Third, the enterprise? In recent years, due to various forms of investment more and more, investment in the existence of many problems have also emerged, enterprises are now facing investment difficulties, especially some small and medium-sized enterprises is more so. So, how can enterprises quickly and effectively realize investment? Usually, investment can start from the following three aspects. (A) to determine the target investment group suitable for their own new products on the market, according to the product's market positioning, product characteristics, channel characteristics, to determine the target group of franchisees suitable for their own. Enterprises should focus on the long-term development of enterprises, franchisees are required to operate the market operating ability, not as long as there is money to become a franchisee of the enterprise, do not just investment as a means of corporate money. Merchants is a two-way choice of opportunities, as in love, the requirements of the two lovers. If the enterprise as a man, then the franchisee is the woman. The male side to show their strength and their own standards for choosing a spouse, the female side should also be based on their own conditions to see if they can meet the requirements of the male side, if the conditions are in line, then both sides are a good thing. If the conditions do not match, barely together, then both sides will be a loss. If the franchisee is not selected properly, in the future market operations will be due to the franchisee's lack of operational capacity, affecting the normal operation of the market, due to sales do not go, the franchisee is bent on the manufacturer to support, while the manufacturer's support is often linked to sales, not to give too much support to the franchisee, resulting in a disconnect between the cooperation and ultimately lead to the franchisee's "death! ". Franchisee down, it seems only the franchisee's losses, no impact on the business, but not. Generally speaking, a product into a region set up by the number of franchisees is limited, the local franchisee fell, on behalf of the enterprise in the area of the loss of the market. Enterprises to re-enter that market is not so easy, although it is because of the franchisee's personal reasons, but this is something that can not be said. Since people are not aware of the truth, they then lose confidence in that product and it will be difficult to develop new franchisees. Therefore, for enterprises, the loss is not the franchisee, but the entire regional market. Enterprises in the investment, the choice of franchisees to be targeted, not mushrooms on the pick, although we all hope that the more mushrooms in the basket, the better, but, for the poisonous mushrooms must learn to give up. Otherwise, the beginning may be to satisfy their own desires, but ultimately will cause harm to themselves. Suitable is the best. Enterprises in the investment must be combined with their actual needs before, do a good job of full market research and analysis, to determine the scope of franchisees suitable for their own, targeted, selective investment. Usually, enterprises to determine the scope of the franchisee methods are as follows: 1. competitors' franchisees. As competitors of the franchisee of the industry, products and market operations are more familiar with the enterprise can take advantage of its advantages in this area to quickly start the market. Since competitors' franchisees are very familiar with the industry, it is not easy to turn competitors' franchisees into their own. Businesses can look for this in two ways: 1) Franchisees in poor business conditions. This type of franchisee to determine is due to insufficient support from the manufacturer or due to the manufacturer's own poor business, which leads to poor performance of the franchisee, rather than the franchisee's own reasons. Franchisees have lost confidence in their competitors. We can convince them to give up the competition and become our franchisees. (2) good business conditions, but dissatisfied with the manufacturer's franchisees. Such franchisees in good condition, although there are good sales, but, due to the competitors' commitment to achieve, so that the franchisee's interests can not be protected, the franchisee is very dissatisfied with the competitors, we can persuade them to give up the competitors, to become our franchisees. (3) good business conditions, the manufacturer is also very satisfied with the franchisee. This type of franchisees have a high degree of loyalty to competitors, but we can use the price difference with some of our rivals to convince them to open another store, which can be duplicated to utilize the company's sales and after-sales service staff to operate. Due to the price point of the two products are different, the target consumer groups facing different, will not pose a threat to the original store, for the franchisee is a best of both worlds. 2. Related products franchisee. Related products refers to products related to the enterprise products or distribution of similar products, such as health care and medicine, food and beverages, solar energy and plumbing equipment, bicycles and motorcycles. Because these products are distributed with relevance and the products are operated in a somewhat similar manner, it is often easier for franchisees to get involved. These franchisees have a certain sales experience, a strong sense of distribution, a certain degree of economic strength, and in our investment is relatively easy to find, they should be one of the focus of business investment. 3. Potential franchisees with idle funds. This part of the franchisee has a certain degree of financial strength, and at the same time have the desire to invest, can also become the target of the enterprise franchisee. Although they lack industry knowledge and product distribution experience, but because they are involved for the first time in a new industry or business for the first time, often do things especially seriously, as long as there is a certain sense of distribution, after the manufacturer's training and guidance, you can quickly grow into an excellent franchisee. (B) what kind of way to find the franchisee Enterprises in determining their target investment group, the next thing to do is to find this part of the people out, do their ideological work, to convince them to distribute our products. A sea of people, how can we quickly, efficiently and cost-effectively find this part of the people out? This requires companies to take different ways of looking for different target groups. 1. Advertising. Advertising investment is a common way of investment, it is mainly through a variety of advertising media will be the enterprise's investment information dissemination, through the telephone, fax, letter and other ways to collect customer information, through further negotiations, to guide people to distribute the enterprise's products. This investment approach is mainly adapted to the relatively small number of business personnel and the need to quickly develop the market, or the enterprise's products have a certain degree of visibility, in the late stage of market development, the establishment of a relatively sound sales network, competitors' franchisors and related products franchisees have no intention of cooperation, if you want to further expand the market, you need to look for potential franchisees who have idle funds, while the This part of the franchisee can not be found through the business people, only through the advertising way to disseminate investment information, this part of the potential franchisee to dig out. The cost of advertising investment is high, for new products listed in the early stage is not suitable for investment with a large number of investment advertising way to investment. As people tend to be more cautious when choosing investment projects, for the lack of brand awareness of the new product lack of confidence, no interest, so the effect of advertising is not very obvious. Often spend a lot of advertising costs, but also can not recruit suitable franchisees, resulting in a waste of resources. The advantages of advertising investment is a wide range of communication, to find out a lot of business people can not find potential franchisees. The disadvantage is the high cost, low quality investment, poor targeting. 2. Business people visit investment. Business people visit investment is the most direct way of investment, it is mainly in the enterprise to determine the investment groups, competitors and related products for the purpose of joining the purpose of visiting and communicating with the enterprise to convey the investment information, investment. This investment approach is mainly adapted to the new listing at the beginning of the market and market development stage, the enterprise strength is relatively weak, for the potential franchisees without distribution experience, the enterprise's post-training and guidance can not keep up, the enterprise's target investment group is mainly competitors of the franchisee and the related products of the franchisee. Therefore, the enterprise can arrange business personnel on the target investment group for targeted, rapid visits. The advantages of business personnel to visit the investment is targeted, the franchisee's distribution capacity is high, fast, can save a lot of advertising costs. The disadvantage is that it is unable to find potential franchisees with idle funds, the quality of business personnel requires high. (C) how to make the franchisee is willing to do No matter which kind of investment promotion, its ultimate goal is to spread the investment information to the target investment group. In the investment information flying today, people's investment is becoming increasingly rational, not investment information spread out to be able to become a big deal, then there is a lot of work to do. How can we quickly and effectively allow franchisees to rest assured that the distribution of enterprise products? Through the preliminary staff visits and advertising investment in the preparatory work, we need to organize a business meeting. At the meeting, as many franchisees as possible will be organized together to give franchisees a sense of urgency, so that they realize: you do not do, someone else to do. In the investment meeting, companies can go from the following aspects to prepare. 1. Demonstrate the strength of the enterprise, so that franchisees understand the past of the enterprise. First of all, to let the franchisee to understand the development history of the enterprise. Franchisees are strangers to the enterprise, to allow franchisees to rest assured that the distribution of enterprise products, it is necessary to allow franchisees to generate trust in the enterprise. How to let the franchisee trust our business, relying solely on the enterprise that is far from enough, to have persuasive investment tools. Such as the honors received by the enterprise, the media for the enterprise reports. 2. The establishment of sample markets, so that franchisees see their future. Enterprises in the investment process, relying only on an investment advertising and business personnel lobbying is far from enough, we want to let the franchisee to see the actual thing. This requires companies to establish a sample market, for the sample market enterprises to do a good job of strict management, from the construction of the store to the shopper training must be standardized, to make the sample store to become the image of the enterprise store. At the same time in the investment meeting, you can take the franchisee to visit the model store, so that the franchisee from the model store feel that this is their future. 3. Do a good job of long-term planning, so that franchisees see the prospects for development. At the meeting, the enterprise should do a good job of long-term planning, the prospects of the enterprise to do a depiction, set up a long-term development of the corporate image. Franchisees feel that this is a very good potential for development of enterprises, and cooperation with such enterprises, there is a future. 4. The establishment of an operational business model, so that franchisees can rest assured that the distribution. Franchisees to establish an operationally simple distribution model, from the store's decoration, product placement, shopper training, business management, promotions and other promotions to form a model. This model is simple, easy to operate, as long as the franchisee according to this model operation, you can have a good income. Usually, the franchisee is not worried about the investment is too high, but into the goods after how to sell out. Distribution model allows franchisees to feel that the enterprise is not to let the franchisee to sell, but the enterprise is helping them to sell together, so that franchisees to eliminate worries. 5. Facts speak louder than words, please have cooperated with the franchisee now. Please have cooperated with the excellent franchisee to tell their own experience with the enterprise and business performance, with specific figures to illustrate the benefits of the product to themselves. Facts speak louder than words, through the existing franchisee's explanation, you can dispel the franchisee's misgivings about the product, others do, then they must do. 6. Expert brainwashing, eliminating franchisee's doubts. Please industry experts to analyze the industry and products to enhance the credibility of the product. Franchisees come to the meeting are with doubts to, enterprises can franchisee's doubts, please experts in the investment promotion will be answered one by one. In the franchisee's view, the expert's answer is much stronger than the credibility of the enterprise's answer. As long as the franchisee's doubts are lifted, then the cooperation is basically complete. 7. business personnel to follow up, strike while the iron is hot. After the end of the meeting, the franchisee has enough knowledge of the enterprise and the product, the heart of the doubts are basically eliminated, but now most of the franchisee is more rational, not because of the heat of the moment and then reached an agreement. This will require timely follow-up by business personnel, in the shortest possible time for many visits, the use of investment will be the afterglow, strike while the iron is hot, and strive to achieve cooperation. Fourth, the summary In short, investment and joining are inseparable, business and investment should be targeted, not blindly dream of a net full of river fish. Select the franchisee to suit their own, in good faith to cooperate, after the end of the investment meeting to have a promise must be present, only then can realize the virtuous cycle, to ensure that the later investment work can be carried out in an orderly manner.