Dealer activity: features of earnings and possible risks. Catalog of suppliers (vendors) - dealership offers from manufacturers How to become a representative of a construction company

In almost every successful company There comes a time when it is necessary to expand the geography of sales in order to increase the number of consumers of manufactured products and make a profit. At this stage, the company initiates a search for a person who could perform the functions of promoting the product in a certain region of the country or abroad.

We are talking about a dealer - legal or individual who purchase the company's products at special conditions and at wholesale prices for subsequent sale at retail or in small wholesale. This is the so-called intermediary between the manufacturing plant and buyers (other intermediaries).

Taking into account the fact that the dealer is the largest wholesale buyer, he is given exclusive rights to the product, purchasing it with all kinds of discounts at the lowest prices.

Such conditions are beneficial, among other things, to the manufacturing plant, which, in addition to increasing volumes, also receives product representation in an undeveloped region, plus the opportunity to shift some of the important organizational issues to an intermediary.

Selection criteria

Cooperation with a large company presupposes that the dealer has the ability to withstand competition from other contenders for occupying this niche.

When choosing a dealer, companies pay attention to:

• presentation of the enterprise (photos, infrastructure, characteristics of activities, etc.);
• experience in this field and the presence of an established client base;

• region of residence (doing business) and knowledge of the situation in this region: knowledge of the region’s capacity in services and products; the concept of the component shares of the main sellers in the market; having an idea about the activities of competitors; having knowledge of key clients in the market plus maintaining contact with consumers on an ongoing basis;
• stability financial situation, readiness for investment (construction);
• availability of technical base and staff of qualified employees;
• interest in product promotion;
• favorable location of infrastructure facilities for potential clients, including proximity to major highways, convenient access roads, etc.

The standard period established for reviewing applications and making a decision varies from one to one and a half months.
If the decision in favor of one or another official dealer is positive, a dealer (service, distribution) agreement is concluded with the latter for six months (considered as a probationary period).

Opportunities for business efficiency

Representation of the manufacturer for the subjects of the dealer network means great opportunities used to ensure the efficiency and profitability of the business.

This:

• receiving discounts from list prices plus bonuses for worthy fulfillment of dealer obligations;
• guaranteed centralized delivery of goods to warehouses;
• additional training for service, sales and marketing specialists;
• participation in special leasing programs, including the opportunity to purchase equipment for service centers for leasing.

In addition, when carrying out activities, the dealer receives from the manufacturer full marketing, technical and advertising support (providing advertising products, technical literature, organizing exhibitions, etc.).

Required documents

If you are interested in an offer to become an official dealer of a manufacturer, you may be asked to prepare certain documents.

Namely:

• documents confirming the status of an independent legal entity in the proposed region;
• completed application form plus evaluation paper, where information about the enterprise, its location, sales, team and readiness to invest is indicated;
• business plan as part of working with the manufacturer, taking into account the above aspects.

These documents are usually sent to a representative of the dealer network development bureau. Next, the applicant will be provided with more detailed information related to the requirements for entities of the manufacturer’s dealer network, as well as a list of mandatory documents, the presence of which is mandatory for consideration of the application.

Start-up capital and availability of required infrastructure elements

There is no unambiguous wording for answering the question about the dealer’s startup costs. It all depends on the manufacturer and their requirements, the circuit used and the dealer’s own experience. For example, if you intend to become part of the dealer network of KAMAZ PJSC, you need to be ready to invest in maintaining working capital for the purchase of products. This is about 10-12 million rubles for cars and exactly the same for spare parts.

Still on first initial stage it is necessary to provide 5 million (up to six months) and 12-13 million rubles over a period of one and a half years for the development of the infrastructure of the dealership center.

If you manage to agree with the manufacturer regarding the receipt of products for sale, you can avoid large investments and pay the company after you sell the goods.

However, the price with such a scheme will be an order of magnitude higher than if you paid the fee right away.

If you are ready to pay for the goods immediately, the amount of investment will depend on the volume of the purchased batch and the type of goods.

In addition, you will need to take care of the presence of the required elements of dealer infrastructure in the proposed region (taking into account the declared status).

You will need:

• a protected area intended for receiving and storing products;
• warehouses with conditions for loading and unloading;
• service center under management, ready to carry out all operations;
• sales and purchasing office space for staff plus a relaxation area for clients.

The type of activity under consideration has many pitfalls and requires certain personal qualities and fulfilling a number of manufacturer's requirements. At the same time, this is a very interesting and profitable activity, in which success can only be achieved with a competent and balanced approach.

How to become a dealer?

Contrary to popular belief, not only “business giants” can ask this question.

Many newcomers to the field of entrepreneurship would not refuse to have stable ground “under their feet” in the form of an experienced and reliable company, and to develop thanks to such support.

It is important to understand an essential detail: the dealer does not simply resell the goods of the employing company.

Its goal is to thoughtfully and efficiently present the products of the “parent” company, properly prepare the client base for the perception of the newly arrived product, and take care of the reputation and promotion of the brand.

Who is a dealer: detailed explanation

A dealer is an employee, often of huge corporations. The purpose of its work is to expand the sales market for products in new regional centers.

An uninformed reader may compare the work of a dealer with the activities of a speculative business. However, this opinion absolutely does not correspond to reality.

The dealer plays the role of an independent entrepreneur in the market segment entrusted to him: he purchases products from only one manufacturer at wholesale prices, and then sells them without changing the brand.

At the same time, be sure to take into account all the subtleties marketing activities parent corporation.

The work of a dealer has some parallels with politics.

The leadership of a particular region can make independent decisions within their region.

However, regardless of the views and desires of local politicians, decisions on global issues necessarily coincide with national ones.

Likewise, the dealer chooses his own ways of doing business, but his marketing policy is necessarily subordinate to the “parent” entrepreneurial person

Behind last years the number of dealers in Russia has decreased.

First of all, this is due to the increase in the dollar exchange rate. Currency fluctuations are steadily leading to an increase in purchase prices for imported products.

To remain a successful player in the market or open your own dealership, in the current moment of economic instability, it is important to have certain qualities.

What qualities should an applicant for the role of a dealer have?

When submitting your resume to the human resources department of a potential job for a dealer position, you need to understand the key question: what do employers expect from applicants?

List mandatory requirements for dealers:

Experience in entrepreneurial activity.

Hiring a newbie is too risky.

Moreover, if we're talking about about reputable companies that require guarantees and the proper level of performance from the very first days.

Communication skills and high level activity.

A dealer is a very energy-intensive profession.

To perform his duties efficiently, the applicant must demonstrate the abilities of a “great speaker” in the process of negotiations with partners.

Also, the profession does not provide a clear work schedule.

Therefore, you must be ready to perform your duties at any time of the day or night.

Stress resistance.

One of the decisive factors in almost any job.

It’s not for nothing that applicants most often indicate this quality in their resumes in the “about themselves” column.

The work of a dealer will require even greater tolerance and self-control, because it is associated with constant emotional stress.

Special requirements associated with distinctive features sold goods.

At the same time, any peculiarities of doing business in the region where the future dealer operates are taken into account.

What could become such requirements?

The presence of an appropriate material base for placing goods, preparation of documentation for opening an LLC, decisions with sales points - all this can be taken into account by the employer.

Interest in potential employment.

This point seems self-evident.

However, it is just as important as the other factors listed above.

Enthusiasm sometimes plays a decisive role in the decision difficult situations work-related.

If you think you meet all of these points, be happy for yourself!

You have every chance to become a successful dealer and develop both your business and promote your employer’s products.

How to choose the right business area?

In order to become a dealer, you must choose an employer company.

To do this, first of all, you need to determine the market segment that you want to represent.

When choosing a business area, you need to start from personal experience and priority areas for your region.

There is another option: if you want to work with a specific company, you need to establish what its managers consider when expanding the geolocation of their business.

Let's look at the main potential goals:

Taking into account the features and specificity of the goals of the “parent” organizations, you should be thoughtful about the choice of the business area and company you represent.

Only a clear understanding of your goals and the experience to implement them will make your work as a dealer a success, not a failure.

The third option for determining your “dealer path” is to analyze your own capabilities.

For example, entity, having connections to the right market sales, points of sale, authority in the market, can claim to open a dealership of a world-class company.

If you don’t have such a solid “starter kit”, consider a more modest employer that offers support in the initial stages of business development.

How to become a dealer: 3 steps to the goal

STEP 1: Find an employing company

The first step to becoming a dealer is finding an employer.

In this process, it’s worth starting from your location, it’s also worth considering regional features business.

Instructions for finding an employer:

Decide on your business area.

Use one of the three options discussed in the previous section.

Analyze the competition.

Once the industry has been determined, analyze the market in your region for the presence of large representations of other top companies from the chosen line of business.

For example, if you want to represent the automotive business sector, analyze the automobile market of your city (federal region).

Suppose the selected region is “neglected” car brand"Audi". So a potential employer has been identified!

Contact the company.

After determining the organization whose interests you intend to represent, you need to contact the personnel department.

In practice, this is done as follows: you find contacts of the nearest representative offices of the organization in your country, contact them, and clarify the details of cooperation.

The second stage is contacting directly the main office + providing project documentation By .

The final stage.

If the employing company shows interest in you, representatives of the main (management) office will ask you to attend a meeting of responsible employees.

The main task of the potential dealer is to confidently present his business plan at this meeting.

After analyzing the possible expansion of business in your region, a final decision will be made.

At the initial stage of interaction, the potential dealer, to a large extent, demonstrates the skills of a marketer (effectively presenting his program for the development of the “parent” business in the region).

The second stage involves real actions to implement plans.

STEP 2: Registering a business

At its core, dealership activity is entrepreneurship.

It is very simple to explain - the dealer organizes his own separate enterprise through which he operates.

That is, a dealer is an employee who organizes a “work office” for himself and sets the rules for internal work in it.

The “paper” component of the process is .

Another form (for example, individual entrepreneur) is unacceptable.

Only a legal entity may be allowed to perform the functions of a dealer.

The dealer receives the status of a legal entity by organizing his own enterprise.

In its focus, it must correspond to the company represented. To do this, of course, the dealer must coordinate each step with management.

This is the only way the employer will be aware of the process of registering a representative business and will be able to control it.

To regulate the process, a cooperation agreement is concluded, which includes:

• approval of product supply routes;
• implementation plan + deadlines;
• product promotion plan;
• volumes of product purchases;
• basic description of the cooperation scheme.

Example of a dealer agreement:

Registration of an LLC is carried out in three stages:

1. The first stage: organizing the composition of the founders and accepting the charter agreement + opening a current account in the bank.
2. The second stage: submitting an application with all the necessary amendments to the Federal Tax Service, which will register the organization for tax purposes in the Unified State Register of Legal Entities (register of legal entities).

Third stage: practical implementation.

This includes renting space, hiring employees, organizing the work process according to the employer’s requirements.

After concluding contracts and registering a legal entity, the dealer can begin selling goods on the market of the Russian Federation.

STEP 3: Sale of goods by a dealer

To ensure high-quality promotion of goods, the dealer can rely on the supplier.

The procedure for carrying out marketing campaigns is often described in the contract.

It is beneficial for every employer to help the dealer get comfortable with promoting products and properly organize the sales process.

At the first stages of supply and sales, the dealer can be assisted by a consultant who has more experience in relevant activities.

The dealer’s task, depending on the goals of the representative activity, may be:

• In work on the scheme of distribution of products through retail chains, i.e. direct participation of the dealer in negotiations with market representatives.
• In sales of goods through our own points of sale.
• In combined activities: selling goods through our own networks + organizing agreements with partners.

Choosing one of these interaction patterns is a key factor in determining your future responsibilities as a dealer.

Some more information about who a dealer is and how to become one in the video:

A dealer is a unique profession, a type of entrepreneurial activity that requires the “employee” to be fully dedicated and interested in his work.

Considering this as a springboard for making a smooth transition to independent entrepreneurship is not entirely the right decision.

Cooperation with a supplier as a dealer involves impeccable obedience to the statutory policies of the parent corporation, without any opportunity to realize one’s ambitions in full.

The path to success as a dealer is to be willing to represent someone else's product with the same care and dedication that you would use to produce your own.

Moreover, the dealer is an important person in any large corporation.

You will become part of a large team, you will feel support “behind your back”, but you will also receive high requirements to the quality of your work.

If you have no questions left, how to become a leader, but only more determination has increased, start acting right now!

Thanks to the support of his “big brother,” even a novice entrepreneur is able to conquer heights that seem unattainable at first glance.

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“There is nothing more criminal than coming up with a great idea and not implementing it,” says Donald Trump. If you dream of having your own business (beauty salon or something else), financial independence, nothing should stop you, not even the lack starting capital for business development. When there are a lot of ideas for building your own project, but the financial situation is not the best, you can try to become a dealer.

Who is a dealer?

A dealer is an agent of a manufacturer who acts as an intermediary between the manufacturer of a certain product and a person or legal entity wishing to buy it.

In Russia and other countries, there are manufacturers who do not have their own sales offices and wish to sell their goods through dealer networks. For such companies, such cooperation is beneficial. They do not need to spend money on opening retail outlets. At minimal cost, they can quickly convey information about their products to a large circle of potential buyers.

Dealers are divided into several categories depending on their field of activity. There are intermediaries working on the stock exchange. They are participants in the securities market. Another type buys certain products in bulk and sells them to retail customers. There are representatives large enterprises, for example, automobile holdings that find buyers and receive a percentage of sales. If you decide to become a dealer, first of all decide in which area you want to work.

Becoming a manufacturer's dealer is not just about representing the products of a certain company, it is about being its regional representative (for example, a manufacturing company). Dealer sales consist of the following stages:

• discussion of cooperation issues, current prices, percentage of sales, etc.;
• make a deal;
• sales of related products of the plant;
• provision of additional services ( service maintenance, installation, transportation from the factory).

Becoming an exclusive dealer of a manufacturer means gaining the right to solely represent the company in a certain region. This status gives privileges in partnership, since the representative gets rid of competitors and receives special financial conditions.

Becoming an intermediary means taking an intermediate place in the chain “manufacturer – final consumer”. His main role is to find a buyer and complete the transaction.

How to become a manufacturer's dealer?

In order to become a dealer, you need to determine. But the choice of a manufacturer is far from being the only criterion. In order to become an official representative of the plant, you need to prepare.

Qualities required to work as a dealer

Practice shows that not all people can become a dealer, as well as, and reveal themselves in the field of trading. Experts have identified a number of qualities that a person should have:

1. activity;
2. communication skills;
3. ability to negotiate and persuade;
4. stress resistance;
5. initiative;
6. competitiveness.

If you see the above qualities in yourself, you can try to realize yourself in this area and become a dealer.

Advice: when negotiating, you must “exude confidence,” since the main task in this activity is to convince that the proposed product is of the highest quality.

If you are trying to establish cooperation with a store representative or other trading network, convince him that if you take the product for sale, it will literally be swept off the counter. To do this, you need to be persistent, be able to present the product, indicate its advantages and benefits for the buyer.

It's important to be prepared for rejection. Unsuccessful transactions are an integral part of working as a dealer. Here it is important not to get upset, analyze the mistakes made during negotiations and move on, searching for buyers.

Required Documentation

To become a manufacturer's dealer, you need to prepare a package of documents, since this business is serious and can bring in a lot of money.

In most cases large manufacturers To sign a partnership agreement, the following conditions must be met:

• you must be a legal entity;
• presence of an office;
• conclusion of a mediation agreement.

For cooperation you must also provide:

1. passport details;
2. charter (if you are a legal entity);
3. memorandum of association;
4. tax registration certificate;
5. certificate of state registration;
6. ownership or lease (sublease) agreement for non-residential premises where the sales location will be organized;
7. Bank details.

The list of documents may vary depending on the requirements of the manufacturer. If you plan to work in automobile business, you need to provide permission to sell Vehicle from the traffic police.

Description of activity

After signing a cooperation agreement in a certain region, it is necessary to draw up a promotion strategy and development concept.

At the first stage, conduct an analysis of the market in the assigned territory, the level of demand and options for promoting products. Determine ways to optimize sales and how to interest a potential buyer. Don’t ignore your competitors, monitor their work.

After this, you need to try to build your customer base. To do this, make a list of companies that may be interested in the product being sold. Before making an appointment with potential clients, make as many inquiries as possible about them, develop a negotiation methodology. The larger the customer base, the higher the income level will be.

If you want to become a dealer from a prestigious company or large plant, you need to overcome competition from other applicants. In order to have an advantage over them, you need to take into account a number of factors.

First, they pay attention to experience in this field. Secondly, a lot depends on the region of location. If a representative applicant wishes to become a dealer in a city that is saturated regional representatives this company will most likely refuse him. If the manufacturer does not have a representative office in this area, he will be more willing to cooperate. The established customer base is especially valued. The decision to partner is also influenced by:

• reputation;
• availability of technical base and work premises;
• the possibility of attracting qualified personnel;
• possibility of warranty service.

How much money do you need to invest?

Investments are required to conduct intermediary activities. To become a manufacturer's dealer, you will not need the same amount of capital as, for example, to build. But most often, investments in the chosen project are needed.

It is difficult to name a specific amount; it all depends on the manufacturing company. But if you manage to agree with the manufacturer to receive the goods for sale, you can avoid large investments. You can pay after the product is sold, but the price in this case will be higher than if you pay in advance.

If you have the opportunity to pay for the goods immediately, then the size of the investment will largely depend on the type of product and the volume of the purchased batch. It is also worth including in the business plan the costs of transportation, rental of warehouses, office space, personnel recruitment, legal and accounting services.

How to become a dealer without investment?

If you were unable to raise start-up capital, you can become a dealer without investment. There are several ways to do this.

Sales of products to order

Perhaps by looking at price lists on specific product, you might have seen the “To order” mark next to the “Price” line. This means that you first need to deposit money into the specified account, after which it will be transferred for use. The algorithm for executing this scheme is as follows:

• the manufacturer signs a contract with the supplier for the supply of products at a dealer price;
• products are offered for sale in point of sale dealer (not the product, but the name of the unit in the price list);
• the buyer makes an advance payment, which makes it possible to purchase the goods from the manufacturer;
• the purchased goods are sent to the buyer, who, in turn, deposits the rest of the money into the dealer’s account.

This scheme is suitable for goods in the mid-price category. Everyone will buy inexpensive products in the nearest store, albeit at an inflated price, but without waiting. For items that are too expensive, an office or store is required. For example, automobile intermediaries rent large areas for showrooms.

Providing goods for sale

Today, many manufacturers provide their goods for a certain time, during which the intermediary must sell it. After the end of the agreed period, the products must be paid for, and 1-3% higher than if the dealer paid without installments. The possibility of return is specified in the contract. Most often, if the goods are not sold in full, the full price must be paid, which increases the risk of financial losses for the intermediary.

Free testing

In some cases, the manufacturer agrees to send free samples their products, which help to test them, present potential buyers. For an intermediary, such a scheme is extremely profitable, but, unfortunately, today manufacturers rarely agree to work under it.

If the idea of ​​becoming a dealer doesn't suit you, consider

As you know, a dealer is a representative of a company engaged in the promotion/trading of products of a specific manufacturing company in a certain territory. Here we will look at an article about how to become a dealer, what you need for this.

The advantage of this status is special cooperation programs, as well as support and development assistance from the manufacturing company. In addition, usually the manufacturer himself, and not the dealer, is involved in advertising the product, which, in turn, will help you save significantly on its promotion.

Another important advantage is that specialists from the development and training, sales, after-sales service, marketing and IT departments will help you set up all the processes that are simply necessary for the successful launch of a dealer and start working in accordance with manufacturer standards. This is not the case in all companies, but in all large ones this is the case.

How to become a dealer

So, let's look at information on how to become a dealer - an official representative of any organization or manufacturer.

Company requirements

Almost any company will require you to:

• Stable financial position;
• Experience in your chosen field;
• Dealer business plan;
• Interest in the products of this company;
• Having a team of professionals on your staff;
• Availability of necessary technical equipment;
• Ready for investment and, if required, construction.

And, of course, the following documents:

1. Charter of the future dealer (if you are a legal entity);
2. Foundation agreement (if any);
3. Certificate of state registration;
4. Certificate of tax registration;
5. A document certifying the authority of the head of the organization;
6. A lease/sublease agreement for non-residential premises or a certificate of ownership of non-residential premises where it is intended to organize a sales location for the future dealer (separately for each such premises);
7. Director's passport details;
8. An agreement with a subdealer, if any (if the declared place of sale belongs to a subdealer);
9. Bank details.

Priority regions

It often happens that in some regions of the country the dealer network is already sufficiently developed, and additional opening of representative companies in them simply does not make sense, although, of course, it is possible. At the same time, there are regions in which there are very few dealers, and therefore very often manufacturing companies publish information about priority regions for opening partners. For example, at the time of publication of this article, BMW prioritized the following regions for dealers:

• Belgorod region;
• Vologda Region;
• Kaluga region;
• Udmurt region;
• Chuvash Republic.

Strictly speaking, there is nothing to be surprised about here, because why open a dealer of this brand, for example, somewhere in Moscow, if there are already plenty of them there, if at this time there are regions where there are almost none of them. Here, by the way, it would be nice for some readers - future dealers - to think about moving, even if not permanently. After all, this is directly related to the success of your business – its payback, profit. Almost all companies have such priority regions.

Tenders or what companies take into account when choosing a dealer

If we take the BMW company again as an example, then in order to become a dealer, you will most likely also have to participate in a tender, because there may be several applicants. When choosing, preference will be given to the applicant who best meets the company’s requirements (see paragraph “What is needed?”).

How much money is needed?

If you want to become a car dealer, then the costs will range from 20-30 million rubles, depending on the make of the car and real estate prices in your region. In all other cases, the numbers are much smaller, and sometimes they are not required at all.

Finding your place, the best occupation that would bring decent income and satisfaction is one of the most important tasks for any person. Much here depends on his inclinations and abilities. Some people dream of being an architect, some a doctor, others want to become a dealer, entrepreneur, or manufacturer. First of all, you should analyze your own character, what you like to do best and what you do best.

After all, work that does not bring moral satisfaction can lead to an unhealthy feeling of fatigue and even depression.

Many people think about becoming a dealer because they see living examples of the prosperity of such a business. Indeed, such an intermediary link between the manufacturer and the end consumer will always be needed. It is not always convenient and profitable for the former to maintain his own marketing department, take care of sales channels, advertising, and formation. It would also be difficult for the buyer to purchase goods directly from the manufacturer, because this is usually associated with wholesale quantities, problems with delivery, and sometimes Therefore, for an entrepreneur who wants to become a dealer, there will always be work. However, he must take into account a number of features of this business.

Firstly, this is not work for a salary, but work at your own peril and risk. Typically, the dealer is either individual entrepreneur, or creates a separate legal entity in the form of an LLC. Before becoming a dealer of any specific manufacturer or group of products, he needs to study this

niche in the regional market. Secondly, you should analyze the existing competition and the most important players. Understand their advantages and weak sides. A more comfortable situation is for those who want to become a dealer selling goods that are not yet represented on the local market. Whoever occupies a certain niche first can ultimately dictate its terms. Third, becoming a dealer requires special qualities. This entrepreneur is a mediator, therefore, the more developed his negotiation skills are, achieving favorable conditions for yourself, both from the manufacturer and from the consumer, the higher the chances of success. The dealer must be a psychologist and strategist. Most often, it is he who will be involved in advertising, direct promotion of the product, and formation pricing policy, and buyer education. This is especially true for innovative products. Before sustained demand emerges, consumers must be prepared.

To become a dealer, you often need both material resources and investments. It is not often that a manufacturer gives the opportunity to work only on

Basis of commission. It is much more profitable for him to sell the goods at wholesale price and transfer all further worries to intermediaries. Therefore, the dealer will need to take care of stock and office premises, look for further distribution channels yourself or hire employees. In addition, he will most likely have to deal with both the legal and accounting intricacies associated with a particular market. Therefore, newly minted entrepreneurs thinking about how to become an official dealer of certain products must take into account many aspects. Much will depend on the strategy of the manufacturer itself. Some prefer to entrust distribution to those players who already have experience working with a similar group of products. Others, on the contrary, rely on new entrepreneurs. Both solutions have their arguments. It is possible that the manufacturer will promote its products through various channels.

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