In
current world scenario we are getting 80% physical goods from retail shop. So
retailers are playing vital role for distribution business. All Telecom, FMCG,
Device etc company business depends on distributor as well as retailer
relation. So distribution business main customers are retailer. So as a company
employee as well as distributor we have to must focus on retail business. Good
retailer will give you good business and company growth simultaneously. So
following steps will make good relationship with retailers:
Regular market visit: Regular market visit is highly needed in
distribution business. That will aid you to make friendship with retailer.
Remember one thing that out of sight out of mind. You know very well the
difference between class mate and class friend. You can do anything with friend
like lend money, go outside travel and share your happy & sorrow moment
etc. But you can’t do this with class mate like lend money and share your happy
& sorrow moment. So when you make regular market visit then every retailer
will be you friend. Then you can control retailer, retailer will hear your
speech, retailer will give you business as a result long term your company
business will grow up.
Problem Solving as a Consultant: Retailers
are facing lot of problem (like sales
representative doesn’t come regularly, faulty product is staying his floor
stock for long time, doesn’t getting regular commission timely, doesn’t getting
product as par market requirement etc) in the market regularly. So retailers
need it solution. If these problems don’t solve properly then retailer will be
frustrated. Day by day they will be disappointed. As a result long run company
business will be hampering. So as a company person you have to be the
consultant of retailer. You will regular follow up these above problems and
giving proper solution frequently then retailer will be your close friend very
soon. As a result strong relationship will be happen and that foster strong
business.
Retailer Meet: Retailer meet is the
vital thing to make relationship with retailer. In six month one time or yearly
one time must need a formal retailer meet. That will help retailers to align
with company mission, vision and business forecast. Then retailer will get
chance to share his own idea, view with company top management. Retailer also
feels honored this kind of retailer engagement program with company. Retailer can also provide recommendation from
market feedback and that will be helpful for company for further business
operations.
Performance Reward: Everyone is wanted
to be successful in life by through profession or job. So in professional life
everybody wants to get recognition for his work. If you give quarterly or
monthly any gift to retailer basis on his performance then he will be more motivated
to sell your company products. It can be arrange from distribution or company. In
long run business it will be helpful to make good a relationship with retailer.
Yearly Picnic: Every retailer wants to
be the part of a company people. It
would be fine if you arrange a yearly picnic for retailers from distribution
house or company. It will create family bonding with retailer. Retailer will
keep this event in his mind deeply. As a result, he will try to grow stable
business for company in the long run and be the company own people.
Festival moment with Credit Support: In
every festival moment like Eid Ul Fitar, Eid Ul Ajha, New Year etc sales will
be 1.5 times or double. One retailer he has little investment capacity but he
has to do business with multiple companies. So only one source of finance he doesn’t
maintain all companies requirement. Maximum distributors get festival credit
support from company. So few distributors are giving this support to retailer
and rest amount they enjoyed. In this case maximum retailers are depriving to
get festival credit support. As a company people we have to ensure the festival
support for retailers. Then our relation with retailer will be stronger and
business growth will be boom.
So if
we follow above activities with retailer then long run company business will be
more positive. Our company distributor may be change but retailers remain same.
Retailers are the root of any business or company. So we have to take care them
properly by through strong relationship.
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