Abstract: With the increasing number and scale of pesticide sales enterprises, the management of pesticide sales enterprises is becoming more and more important.
This paper discusses how to choose manufacturers and varieties, formulate scientific marketing strategies and establish sales teams, so as to improve the management level of pesticide sales enterprises, ensure operating profits and serve enterprises. Agriculture, countryside and farmers.
Keywords: pesticide; Sales; operate
The use of pesticides is an important measure to ensure high and stable yield of crops.
With the increase of investment in agricultural production and the use of pesticides, the number and scale of pesticide sales enterprises have also increased and expanded.
Therefore, scientific and effective management of pesticide sales enterprises is of great significance to the stable and orderly development of the market.
Pesticide sales enterprises should consider management methods from three aspects: carefully selecting manufacturers and operating varieties, scientifically formulating marketing strategies and strengthening sales team construction.
1 Carefully select manufacturers, brands and varieties.
In recent years, China's pesticide industry has developed by leaps and bounds, the scale has been expanding, the quality has been steadily improved, and the variety has been increasing, which has provided strong support for high-quality and efficient agriculture.
However, due to the large number of pesticide production enterprises, different types and dosage forms, and complicated varieties, the competition in the domestic pesticide market is becoming increasingly fierce.
In order to occupy a place in the market, pesticide production enterprises take various means to compete for the market, which makes the market mixed.
Therefore, pesticide sales enterprises must determine the main direction according to their own business scope, and carefully choose manufacturers, brands and varieties.
1.65438+ Therefore, pesticide sales enterprises must pay attention to the following two points when choosing manufacturers:
(1) conforms to the main direction.
First of all, according to the enterprise's market advantage, talent advantage, operating strength and customer base, determine the main business direction, and make it clear whether to focus on fungicides or pesticides and herbicides, and then choose the dominant manufacturers in this field.
For example, in the management of herbicides, we should choose Monsanto company, which has strong research strength, long production history and strong enterprise strength and obvious brand effect in this field. Wait a minute.
(2) Having the qualifications prescribed by the state.
What do you need to produce pesticides? Three certificates? .
? Three certificates? Refers to the pesticide production license or pesticide production approval documents, pesticide standards and pesticide registration certificates.
? Three certificates? Product-based distribution, that is, each pesticide product and the same pesticide product produced by different manufacturers have their own? Three certificates? .
Pesticides are fine chemical products, and enterprises that produce pesticides need to have specific equipment, facilities, technical conditions and management quality to ensure product quality.
In order to rationally arrange production sites and control the number of production sites throughout the country.
According to the provisions of the state, the establishment of pesticide production enterprises (including joint ventures, the establishment of branch factories, and the establishment of pesticide production workshops by non-pesticide production enterprises) shall be approved by the provincial administrative department of chemical industry where the enterprise is located and reported to the administrative department of chemical industry in the State Council for approval.
Pesticide production enterprises that have been approved to produce pesticides with national or industrial standards shall apply to the administrative department of chemical industry in the State Council for a pesticide production license.
The production of pesticides that have not yet formulated national standards and industry standards but have enterprise standards shall be approved by the provincial administrative department of chemical industry, reported to the administrative department of chemical industry in the State Council for approval, and the approval documents for pesticide production shall be issued.
No unit or individual may produce pesticides without obtaining the pesticide production license or the pesticide production approval document.
Pesticide standards are the standardized provisions on the quality and technical indicators of pesticide products and corresponding detection methods.
It must be approved and promulgated by the national auditing standards management department, which has legal effect and universality.
Usually, it is an integral part of the purchase and sale contract between the manufacturer and the user, and it is also the basis for legal quality supervision and inspection institutions to conduct quality sampling inspection of pesticide products circulating in the market, and it is also the basis for arbitration institutions to conduct quality arbitration in case of quality disputes.
A pesticide product in a factory does not meet the technical requirements stipulated in the standard and belongs to unqualified and inferior products. The production enterprise shall be responsible for the post-processing of products and compensate the buyers or users for the corresponding economic losses.
Every commercialized pesticide original drug or preparation must formulate corresponding pesticide standards.
Pesticide products without standard numbers are not allowed to enter the market.
Since pesticides are disaster prevention materials in agricultural production, they must have certain quality requirements to ensure their efficacy and prevent phytotoxicity.
Pesticides are toxic substances, which have strict requirements on the safety of people and animals and the impact on the environment (water, soil, air, animals and plants) after use in the process of production, circulation and use.
To this end, the state implements a pesticide registration system.
The production of pesticides and imported pesticides (including raw drug production, preparation processing and sub-packaging) must be registered.
Before pesticides enter the market, production enterprises must apply to the national competent pesticide registration authority for registration. After examination and approval, they can organize production and sell them as commodities.
Every commercialized pesticide product of every pesticide enterprise must have? Three certificates? Three numbers. ? Three certificates? Improper or fraudulent use of other pesticide products? Three certificates? Or pretend to be other manufacturers? Three certificates? The product belongs to the scope of counterfeiting and is illegal.
It's an insecticide, okay? Three certificates? Do not press? Three certificates? When organizing production, the product quality can't meet the specified technical requirements? Three certificates? According to relevant regulations, the products are inferior and defective, and the manufacturers should bear legal responsibility for the consequences.
So, as a pesticide sales enterprise, in order to prevent harm? Agriculture, countryside and farmers (rural areas, agriculture and farmers) and environmental safety, no? Three certificates? Some pesticide or pesticide production enterprises of unknown origin are determined not to operate.
1.2 Select brands and varieties according to market information. When selecting varieties, we should pay attention to choosing pesticides with big brands and good quality to prevent phytotoxicity and reduce losses.
(1) Select varieties that are in line with the actual production.
In recent years, the types of crop diseases, pests and weeds in large-scale production have been changing constantly, such as the aggravation of rice planthopper in 2005, the large-scale outbreak of rice stripe virus in 2006-2007, the spreading trend of rice black-streaked dwarf virus in 2007, and the abnormal aggravation of rice leaf roller in 2008, which have caused huge losses to rice production.
Therefore, pesticide sales enterprises are required to grasp the occurrence, development and epidemic trends of diseases, insects and weeds in advance according to the forecast information of plant protection departments, understand the latest development trends of pesticides, and choose appropriate brands and varieties in order to better suit the remedy to the case, ensure the safety of agricultural production and reduce disaster losses.
(2) Choose pesticide varieties with low toxicity, low residue and high efficiency.
With the enhancement of environmental safety awareness, more and more attention has been paid to pesticide pollution and residues.
Pesticide pollution refers to the pollution of pesticides or their harmful metabolites and degradation products to the environment and organisms.
After the application of pesticides, some of them are attached to plants or remain in plants, which pollutes grain, vegetables and fruits. The other part is scattered on the soil (sometimes directly applied to the soil) or evaporated and dissipated into the air, or flows into rivers and lakes with rainwater and farmland drainage, polluting water bodies and aquatic organisms.
Pesticide residues in agricultural products pollute livestock products through feed.
Pesticide residues enter the atmosphere, water, soil, food, and finally enter the human body, causing various chronic and even acute diseases.
Pesticides that are easy to cause environmental pollution and harm are mainly those with stable properties, difficult to degrade and transform in the environment or organisms, and have certain toxicity, such as persistent pesticides with high residues such as DDT.
Therefore, pesticide sales enterprises must screen and operate new pesticides with high efficiency, low toxicity, low residue and high selectivity (that is, non-broad spectrum).
Like what? Agricultural university? And biological pesticides.
(3) Choose varieties with high quality and low price, taking into account the profits of enterprises.
Pesticide varieties with stable application effect are not easy to cause phytotoxicity, which can effectively ensure farmers to increase income and reduce expenditure.
At present, the input of planting production is increasing, and the burden on farmers is too heavy.
Therefore, we should choose varieties with high quality and low price so that farmers can afford them and use them.
Take small profits but quick turnover? Quantity? Ensure corporate profits.
2 scientific development of marketing strategies
In today's highly developed market economy, market competition is becoming more and more fierce, and sales are becoming more and more difficult.
According to the survey of economists, the biggest headache for more than 60% enterprises is sales.
What kind of sales strategy enterprises adopt to enter the market quickly is the key to ensure their own survival and development.
The sales of products play an extremely important role in enterprises. If this work is carried out well, it can continuously enhance the competitiveness of enterprises, promote the development of enterprises, and enable enterprises to continuously gain vitality and vitality.
2. 1 Understand the market demand and product production and marketing information, and understand the production demand and market demand by means of special surveys and interviews with large agricultural households, so as to provide theoretical basis for establishing main varieties.
Track the use scope and efficacy of products, guide the use of technology and operation technology, help solve farmers' practical problems, and really do a good job in after-sales service.
Be familiar with the manufacturers of products, understand the production, inventory and other sales enterprises of similar products, so as to make accurate annual sales plans.
2.2 Establish and improve sales channels, and establish three-level sales channels with primary dealers, secondary dealers and retailers as the mainstay.
Generally, each province has 3 ~ 4 first-class dealers and 10 ~ 12 second-class dealers, with uniform retail prices.
2.3 Establish customer credit line Establish initial credit line and general credit line according to customer type.
For example, new customers can be set to 1 10,000 yuan, and old customers can be set to 50,000 yuan.
The customer's credit limit is jointly studied and formulated by the marketing department and the sales department, and the sales representative fills in the credit limit application form according to the actual business situation.
The marketing department receives the customer's order, and after it is approved by the business director of the sales department, the marketing department inputs the business content into the management system.
Where the system prompts customers whose debts exceed the credit limit, delivery will be suspended to prevent major debt disputes from affecting the normal operation of the enterprise.
2.4 Establish a strict system of receipt, delivery and payment. The sales department should make annual sales plans and tasks. In the sales process, according to the actual situation, submit the sales plan for next month to the marketing department, and the marketing department will adjust the production and stocking situation at any time according to the plan.
In strict accordance with the sales contract and the established sales delivery process, the warehouse and transportation company will be notified by special personnel to arrange delivery, and the sales manager and customers will be notified by SMS after delivery.
The sales representative must confirm the sales according to the warehouse delivery and customer receipt, and fill in the sales log.
Sales receipts must have a collection period and payment of late fees.
If some companies stipulate that business representatives cannot directly collect cash payment from customers, the payment must be directly remitted to the company account by customers.
Customers should pay in strict accordance with the payment deadline, and business representatives will urge customers to collect money according to the list of arrears provided by the marketing department every month and feed back the money to the marketing department.
The marketing department can reconcile customers who are in arrears for more than three months in March, June, September and 65438+February every year. If the payment is overdue for more than three months, the customer shall pay 6? Pay late fees.
2.5 Establishing a reasonable return system is an inevitable problem in the sales process.
The negative effect of returning goods is to increase inventory and affect sales profit.
But if the return is handled properly, it can not only eliminate the unfavorable factors, but also establish a good customer relationship.
Because returning goods is an extension of service consciousness to a great extent, it is conducive to improving customer satisfaction.
It is also conducive to strengthening friendship with customers, improving customers' sales enthusiasm, and more importantly, effectively enhancing the image of the enterprise itself.
The company's return policy is: according to the sales return process, if it is necessary to return goods due to quality problems, it must be verified by the company's sales representative, and the quantity, packaging and production batch number of the returned goods must be counted on site, and the return application report and on-site photos should be submitted to the company. Return can be arranged after approval, and the freight will be borne by the company.
If it is necessary to return goods due to non-quality problems, an application for return must be made within 6 months after delivery and at the latest by the end of the current year, and the return will not be accepted after the expiration; The returned products must be unopened, and the returned quantity shall not exceed 30% (within 2t of the delivered quantity) or 50% (over 2t of the delivered quantity) of the last shipment; The customer bears the freight from the location to the warehouse of the company, and special circumstances need to be reported to the general manager for approval.
3. Strengthen the construction of sales team
The sales team is the pillar of the enterprise, and the development of the enterprise is closely related to the work performance of the sales team.
When choosing a salesperson, the comprehensive quality is the criterion for judging, and the key is morality, responsibility and communication ability.
A good salesperson's personal goals must be closely integrated with the company's goals.
Pesticides are dangerous chemicals. Therefore, sales personnel should not only have commercial sales knowledge, but also have plant protection knowledge and safety protection knowledge.
3. 1 The ability and quality of carefully selected salespeople directly affect sales performance.
Salespeople are not only representatives of enterprises, but also consultants to customers and farmers.
An excellent salesperson should not only be good at establishing business contacts with customers, but also be good at discovering customers and opening up new markets. At the same time, he should feed back the customer's feedback and requirements to the enterprise in time, and do market research and forecast.
The selection of sales personnel must meet the following conditions:
(1) Solid professional knowledge.
Pesticide sales staff must be familiar with the occurrence and development of diseases, pests and weeds, prevention and control, pharmacology, efficacy principle, drug residue detection and other professional knowledge, as well as crop cultivation, crop physiology and ecology, soil, fertilizer and other knowledge.
It is difficult for salespeople without professional knowledge to undertake the heavy responsibility of pesticide demonstration, promotion, application and sales.
(2) Strong team awareness and communication skills.
No matter how strong a person is, he can only fight alone without a team.
If everyone does things in their own way, then the sales team is decentralized.
If an enterprise is a discordant sales team, the consequences can only be shrinking and closing down.
Therefore, when selecting salespeople, we must examine their team consciousness, whether they have a collective concept, whether they can obey their superiors, and whether they can sympathize with their subordinates.
Communication ability includes communication with colleagues and communication with customers.
It mainly examines language ability, whether it is modest and smart, whether it is good at approaching, and whether it is the overall situation.
(3) sense of responsibility.
The sales terminals of pesticides are rural areas and farmers, therefore, sales personnel must be able to withstand the wind, rain and sun.
If you want to know the curative effect first hand, you must go down to the fields and have a heart-to-heart talk with the farmers.
Therefore, salespeople must have a diligent working attitude and a hard-working spirit.
To do this, it requires salespeople to have a sense of responsibility, do everything themselves, be responsible for the enterprise and the customers.
3.2 Improve the training system In recent years, great changes have taken place in the form of enterprise formation, breaking through the original centralized office form.
Some enterprise headquarters only have managers and financial personnel, while sales staff are all scattered all over the country. All instructions from headquarters are sent by telephone and e-mail.
To improve the professional level of these salespeople, centralized training is essential.
Therefore, a well-run enterprise should have a training budget every year, and 1a should carry out at least 2 ~ 3 intensive trainings.
The training content involves products, sales strategies, psychological training, negotiation art, farmers' training, and even on-site drills. , so as to quickly improve the professional ability of sales staff.
The training of salespeople can't be immediate and quick success, so we should give full play to the role of excellent salespeople? Pass on, help, guide and teach? Role, promote the rapid growth of new employees.
3.3 Improve the assessment, reward and punishment system Enterprises should mobilize the enthusiasm of sales staff by establishing and improving strict internal assessment system and incentive measures.
Performance is the embodiment of a salesperson's comprehensive quality, and performance accounts for more than 80% in the assessment.
Some companies divide sales staff into managers, managers, first-class sales representatives, second-class sales representatives, first-class supervisors, second-class supervisors and first-class assistants. At the beginning of the year, sales tasks are set respectively, and at the end of the year, promotion, salary increase and reward are decided according to the completion of sales targets, the ability to expand (new) markets, the budget and use of expenses, the communication ability within the company and customers, comprehensive evaluation and the opinions of superiors.
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[4], Jing Strictly control pesticides? Level three? , to ensure the quality and safety of agricultural products [J]. Shanxi Agriculture, 2007 (9): 38.
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Pesticide sales channel management II
Abstract: China's pesticide enterprises are small in scale and large in quantity, while there are few large enterprises with good brands. The homogenization of products is serious, and the creation of new pesticides takes a long time and costs a lot; Therefore, the competition among pesticide enterprises is largely marketing competition, but the core of marketing competition is channel competition.
How to establish effective sales channels to increase market share? This paper suggests establishing a pesticide marketing network for major distributors, major retailers and major farmers. Through this marketing network, most strategic products are directly distributed to local and county distributors, then distributed to major retailers, and finally delivered to final consumers and farmers.
Enterprises pursue win-win through training, management, support and cooperation with major distributors, retailers and farmers, so as to expand market share and maximize benefits.
[Keywords:] key dealers; Major retailers; Sales channels of pesticides for key farmers; Manage marketing network
1
The present situation of pesticide enterprises in China is small scale, large quantity, few large enterprises with good brands, serious product homogeneity, long development time and high cost. The competition among pesticide enterprises is largely marketing competition.
Channel competition is the core of marketing competition. Without smooth channels, enterprises cannot successfully deliver products to end consumers.
Because the final consumers of pesticides are rural farmers, and most rural farmers in China live in scattered areas, a smooth and efficient sales channel is the key to marketing success and the premise and guarantee for enterprises to survive and achieve sales growth. [ 1]
Because of its powerful distribution and radiation function, traditional pesticide sales channels have played a great role in occupying the market for manufacturers' products. However, in the market environment of serious oversupply and increasingly fierce competition, they have shown insurmountable defects.
With the effectiveness of traditional sales channels getting worse and worse, some multinational companies in the pesticide market began to adjust their channels, relying on traditional pesticide sales channels, gradually focusing on key customer resources, establishing and improving efficient and smooth sales channels, and delivering products to final consumers smoothly and efficiently, so as to expand market share.
The traditional distribution channel of pesticides is pyramid system, and enterprises pass the general agent (general distributor)? Secondary dealer? Third-level dealer? Retailer? Consumers, such a hierarchical structure, will eventually deliver the products to the target customers.
At present, the basic model of pesticide commodity sales channels in China is: manufacturer? Wholesaler? Retailer? Consumers.
Obviously, traditional channels are more lengthy than the latter. In the fierce market competition, the efficiency is low and the product circulation cost is high. The latter is more lean, short and fast, and the product circulation cost is low. [2]
For large-scale pesticide enterprises, when huge scientific research, production and processing capabilities are formed, if there is no matching marketing capability, it will inevitably lead to huge waste of production capacity, resulting in low production efficiency or a large backlog of products.
Only when the output and capacity are balanced, the capacity and marketing ability are balanced, or the marketing ability is greater than the production capacity, can enterprises smoothly realize the transformation from products to commodities, greatly realize the growth of market share and market share, and form a virtuous circle, and only then can they have enough financial resources to invest in reproduction and new product research and development.
Small and medium-sized pesticide production enterprises and processing enterprises themselves do not have the ability of scientific research and development, technical support and popularization. Their products are mainly synthetic, imitation and even processed substitutes, which can only be operated at low cost and low profit. In this case, they need to rely on the power of channels to survive and maximize their interests.
Excellent enterprises usually equate their own sales function, channel construction and fixed assets investment, strive to effectively cover and control the sales channel of the whole target market, and constantly improve, maintain and manage the effective operation of this sales channel, which has become one of the important capitals of enterprises. [3]
2. Channel optimization and high efficiency to improve the sales ability of enterprises.
Looking at the present situation of channel construction of pesticide enterprises, the author thinks that enterprises need to establish a benign and efficient channel network if they want to stand out in the increasingly fierce market environment. The channel network includes key distributors, key retailers and key farmers, that is, choose distributors and retailers with ideas, ambitions and sales networks that are more in line with the requirements of enterprises in key sales areas, set them as key distributors and key retailers, and choose influential, representative and closer to the enterprise concept in key crop areas.
Put the limited resources of the enterprise into the channel, and fully share the sales skills, technical skills, market management skills, team management skills and channel management skills with the members in the channel (see the figure below), so as to support and cultivate the channel members and enable the enterprise to sell more products through the channel network of key distributors and retailers.
Enterprises can also carry out influential and positive demonstration and testing activities in the local area through the end of the channel, that is, key farmers, so as to form a good reputation and brand effect, thereby expanding the demand of end users, thus generating a bottom-up demand-pulling effect and making the distribution of enterprise products in the channel smoother and more efficient.
So that enterprises can have more market share, expand their own brand effect, gain a wider reputation, form a virtuous circle and realize long-term sustainable development.
Sales channel network
The purpose of establishing this channel network is to establish close partnership with key distributors and retailers in the alliance, help them explore potential market opportunities, plan and grasp potential opportunities with them, so as to improve their competitive strength, establish an organized, flat, loyal and sustainable sales channel, continuously enhance mutual trust in the process of * * * growth, and achieve a win-win situation for * * *.
The task of this channel network is to make use of regular and high-frequency customer return visits, make in-depth contact and communication with key distributors and key retailers, understand their needs, and cooperate to carry out various forms of promotion activities and training on this basis, help them improve their technical service ability and reputation, promote their business development, realize the market expansion and sales growth of enterprise products, and finally achieve a win-win situation of * * * common growth.
In addition to the main channel of key distributors, key retailers and key farmers, enterprises need to establish another auxiliary channel as a supplement and improvement.
This channel is supplemented by other dealers, retailers and farmers. It is independent and attached to the main channel.
Because these dealers and retailers are not in key areas, although they can directly get products that are allowed to be purchased from enterprises, the resources and support provided by enterprises are lower than those provided to key dealers.
This channel has two advantages: one is not to distract the main energy and resources of enterprises, and the other is to maintain the natural growth of enterprise product sales in non-important areas.
These two main and auxiliary channels of the enterprise constitute the sales channel network of the enterprise, and the establishment of this network is more helpful for the enterprise to standardize the management of sales channels and stabilize the market price.
Compared with traditional sales channels, it is of great significance and obvious effect for enterprises to establish this channel network.
(1) reduces the circulation links in the channel, increases the interests of other members in the channel, and improves their enthusiasm for sales and consumption.
(2) A clearer regional sales network has been established, which greatly reduces the possibility of goods smuggling, effectively controls product prices and fixes the interests of dealers and retailers.
(3) Provide professional centralized support for key distributors and retailers to help them increase their market share and improve their reputation. , so that they get great satisfaction and are more loyal to their products.
Providing free professional guidance to large growers, increasing their output, maximizing their interests, and making them more loyal to enterprise products, and even becoming the image spokesperson of enterprise products for free, is more convincing than promoting themselves by enterprise companies.
(4) Compared with the single-item and multi-level structure of traditional sales channels, this kind of sales channels can get market feedback information more quickly and seize market opportunities more quickly, so as to make a quick response.
(5) The sales staff of the enterprise are closer to the dealers and directly face the retailers and farmers, which makes the implementation of enterprise ideas and policies more powerful and effective, and the utilization of resources more efficient, thus greatly improving the efficiency of the whole channel.
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