Analysis: How Chinese Construction Machinery Agents Win the End Market

This year, China’s construction machinery industry has achieved historic development and sales of various products have doubled. In this hot market, agents naturally also earn a lot of money. Many experts in the industry are concerned about this. How long will this hot selling last? Is it the turning point in the second half? How to ensure the sustainable development of the company after the bustling? This series of issues is even more concerned by agents who are far-sighted. Recently, in an exchange with industry agents, the reporter found that agents of a relatively small scale have clear and long-term strategic goals for the development of the company. They have a set of lessons to learn about how to run a business in the long run and how to achieve change in any market situation.

Careful choice of brand to put the good choice is half the success. Brand selection is crucial to the agency. How to choose a good brand? Many agents have their own different views. From the agents I contacted, I learned that the company’s product quality and integrity quality are the most valued by the agents. An agent engaged in multi-brand management said in an exchange with the author that he had represented a well-known domestic construction machinery brand. The company’s regional marketing manager transferred agents’ inventory for some reason, but did not have a deposit for the product that he had paid for before returning the agent. This move caused the agency to eventually abandon the brand's agency. The reason is that for such a large company, the marketing staff is so unscrupulous that it is not worth long-term cooperation. From here, we see that honesty is still an important yardstick for agents to choose a brand.

Adequate accessories to ensure that equipment repair agents in time Although the main agent of construction machinery products, but the accessories business is of great significance to the agents. Parts management is the basis for agents to do a good after-sales service for the whole machine, and some wearing parts are updated frequently. When a problem occurs with the customer's equipment, the agent must promptly provide accessories and quickly perform maintenance services. In the course of maintenance, agents and customers have also established more trustful customer relationships. At the same time, accessories management also brings profit growth points for agents. If agents cannot provide accessories, this will cause customers to lose the most basic trust and loyalty to agents and hinder long-term cooperation in the future.

Stand-by machine emergency realization after-sales value-added service construction machinery can create an end-customer profit of one hundred to several hundred dollars per hour. Therefore, the biggest concern for customers is equipment downtime. However, no matter how good the equipment is under different working conditions, problems will inevitably arise. Especially for some wearing parts, the failure rate will be even higher. At this time, agents can, in addition to providing maintenance services for customers in time, provide standby machines for emergency services. Finding ways to minimize the loss of end customers is the best way for agents to earn trust from customers. The customer's trust will lead to repeated purchases, and word of mouth will win more potential users for the agent.

Strengthen learning to enhance their overall quality Many agents in the process of development, through continuous learning, have grown in size. This study, on the one hand, learns management, technology and services from construction machinery manufacturers, and improves after-sales service capabilities. Manufacturers have a relatively mature experience in management, marketing, etc., and will regularly train agents. This will allow the agency's corporate team to be quickly improved. On the other hand, agents themselves must also strengthen their learning. For example, many agents with long-term planning attach great importance to their own management capabilities and overall quality. They will participate in various types of business schools and learn about corporate strategic planning, leadership art, and capital operations. A series of courses such as cultural construction, marketing strategy, crisis research, team building, management communication, etc., improve their leadership capabilities in all directions. Corporate leaders determine the future of the company, and high-quality leaders have a large format that can lead long-term planning and effectively lead the company's healthy development.

Brand development The company's top priority brand represents the quality and strength of a company. Now not only manufacturing companies want to build brands, but also agents need to create brands. At present, the regional agency of construction machinery, almost monopolized business model, has caused brand building to not attract the attention of most agents. Although the regional agency has a relatively monopolistic nature, if it fails to create its own brand, it will be abandoned by a strong manufacturer, and secondly, it will lose the choice of end users. When the editors of China Construction Machinery Business Network visited the agents, they found that the agents with large scales were actively looking for ways to promote their own brand. The agents in the early stages of development were also exploring the market through various channels. In fact, the broad brand construction is diversified, covering product quality, after-sales service, business management and other aspects, is accompanied by the company's growing, if you can focus on the cultivation of the brand in the early stages of business development, then the company's successful development will also be aqueduct to make.