Where is the way out for traditional veterinary drug distributors?

First, understand the breeding situation in the regional market and do a good job in product positioning.

How many large-scale pig farms are there in the sales regional market? How many sows or fat pigs are there? Only by understanding these basic conditions can we position our products in the region, determine the annual sales target and the customer share among competitors in the same industry.

In view of the large number of large-scale pig farms, the author suggests that dealers should have strong brands to support the head office, so as to knock on the door of large-scale pig farms. These customers have higher breeding concepts and higher product grades, so it will be easier to cut in with such products. In addition, dealers should try not to master more than three products, and it is best to stagger the product lines, so that the products can complement each other and customers can have more opportunities to choose products.

Second, understand the strengths and weaknesses of competitors.

In the regional market, understand the threat of products represented by competitors to your market development, the advantages and disadvantages of product structure, the differentiation of manufacturers' support, and the market development means adopted by competitors. We should learn from the sales ideas of dominant brands, innovate our own product promotion plan, fully integrate the company's resources and policies, and let end customers get greater benefits.

Change competition into cooperation, change passivity into initiative, and change business into business. Make your local colleagues enemies of your friends and avoid vicious competition.

Third, establish farmers' loyalty to the store.

Provide differentiated services, establish fast and effective services, and flexibly compete for more end farmers. Often there are more than a dozen dealers in a county, and whoever has ideas and creativity will eat more; On the other hand, farmers are actively looking for high-quality distributors, expecting to provide technical consultation, diagnosis, guidance and on-site treatment.

End customers pay attention to market conditions, such as weather changes, pig prices, raw material prices, recent external epidemics, and accurate diagnosis services. This requires dealers to invest in the establishment of general laboratories and increase diagnostic equipment, such as microscopes and bacterial incubators. This laboratory can at least do microscopic observation and drug sensitivity test of smears of sick materials, and cooperate with well-known universities to provide more accurate and authoritative bacteria and virus detection services.

In addition, make good use of the expert resources of agency products companies, carry out free technical training courses, teach new pig-raising concepts and new disease prevention measures, and improve the pig-raising level of end customers. In view of the terminal customers with poor breeding concept and backward breeding level, we will appoint our own technicians to give on-site guidance and reasonable suggestions, and strive to be on call and impress customers.

Establishing customer files Many dealers only pay attention to temporary interests. No matter whether the products they sell are well used or not, even if the money is recovered, it is difficult to expand the business model like this. Some dealers don't even know the name and phone number of customers, let alone where their pig farms are.

It is very necessary for us to establish detailed customer information, including address, telephone number, birthday, hobbies, family, reputation, breeding scale, drugs used, pig farm incidence, pig farm personnel structure and so on. This is very necessary for us to develop the market. We will regularly provide SMS greetings to customers, so that customers can always feel your service, visit them in time, and close the distance with customers.

Classifying customer types according to different customer groups is convenient for purposeful and planned market development, and different cooperation modes are configured according to the scale of pig farms. Make a visit plan according to the file to show respect for customers.

Fourth, find the customer's demand point.

At present, meetings and promotion of veterinary drug manufacturers are too common, and some areas with concentrated aquaculture basically have technical lectures every week. In the past, it was nothing more than promoting the company and asking for orders. There was nothing substantial. Some teachers even give lectures that are not practical and academic. Some specialize in products, which are boring, so many pig farms are reluctant to attend classes and hide when they can.

In order to achieve better results, the author suggests that dealers hold meetings between large pig farms and small pig farms, one or two tables at a time, exchange pig-raising experience with loyal customers and potential customers who use products, and impart experience in using products among customers, which is better than holding a plenary meeting.