First, make a complete plan for your career and set up a long-term goal of being a good brand agent; From the growth process of an agent, from junior to senior, it can be divided into a brand's product agent, brand agent and brand trustee, and finally become the brand manager of this brand in the local regional market. Every general agent starts from selling products, gradually becomes the local manager of this brand, and finally completes the task of local brand communication and word-of-mouth maintenance. For a brand agent, career planning can avoid being frustrated when encountering problems, and can also avoid being complacent with a little achievement. Generally speaking, to become a "brand manager" of a brand, the ultimate goal is to link brand building with one's own career planning and make this brand a career, not a simple business cooperation. Second, to be a brand agent, we must make two plans, one is the sales target plan, and the other is the network development plan. Usually, when an enterprise signs a general agent contract with a regional market, it will issue an annual sales target to the general agent according to the local market, so the agent should learn to decompose this target plan and make clear his own sales completion plan; The promotion of sales volume can not be separated from the expansion of sales network, so it is necessary to make a careful investigation and analysis of the whole market in the region you represent, which markets you need to enter first, which markets you need to enter in the second step, and which markets you can consider later. Usually, a new brand is not suitable to be fully spread in a market, but should first enter the "easy to develop and quick to get results" market according to the development characteristics of the whole market area. Third, to be a brand agent, we need to implement three actions: institution building, brand building and channel building. Institutional construction action means that agents need to set up a management team to adapt to the current situation of the enterprise and set up some operation departments to meet the needs of brand operation. In the future operation, this team will connect with upstream brand licensees (i.e. product suppliers), and at the same time manage and provide services to downstream franchisees; Judging from the basic needs of an agent, the basic department settings should include business department, marketing department, administration department (some companies have been quickly promoted to human resources department) and finance department; The marketing department does market development, customer service and market supervision, the business department does distribution, collection and negotiation with customers, and the administrative department does logistics management support. All departments should clarify their responsibilities and work processes, and set up an operation team with strict management, clear division of labor and clear goals, which is an important guarantee for doing a good job of agency and achieving sales targets. Institution-building activities also include the establishment of their own sample rooms, usually with a special sample display room in their own offices for customers to visit and order. Institutional construction also includes opening its own direct store or brand "flagship store" in the local market as a window to display the local image of the brand, a model for investment negotiation, a base for personnel training and a channel for collecting market information. Brand building activities mainly spread the brand moderately in the local area through local publicity media, and local media resources include print media, film and television media, outdoor advertising media, etc. Brand communication is divided into brand advertising communication, brand public relations communication and brand promotion communication. The purpose of advertising investment in different stages is different, and the advertising media chosen are also different. At this time, it is necessary to analyze the characteristics of different media, such as what media should be used for investment promotion advertisements, how big the coverage of this media is, and whether the advertising audience meets the characteristics of its target group. Several common mistakes should be avoided in advertising investment: First, when investing, the cost is too high, the advertising audience is small or the audience is very different from the groups they need, resulting in a waste of resources; Second, the investment method is too single, and we don't understand the comprehensive use of multimedia to achieve the target effect; Third, the amount of investment is too large, beyond their own target needs, not cost-effective. The action of channel construction is to build brand channels, which is simply to attract investment. Investment promotion can be divided into media advertisements, exhibition activities, direct store sales, relying on their own network resources and individual visits by business personnel to monopoly-intensive areas. In the channel construction action, we should pay attention to the screening and evaluation of customers, learn to plan the development of local market with customers, and learn to "help customers develop first, then help customers benefit". Some brand-new agents are eager to protect their own vital interests when negotiating with customers, and lack guidance and support for customers. As a result, the customer network can never be established and the sales performance can never be improved rapidly, which is the result of the lack of policies and methods to establish the customer network. Fourth, to be a good brand agent, we need to introduce four management: market terminal management, brand image management, market standard management, and enterprise "third-rate" (logistics, capital flow and information flow) management. Brand image management refers to store decoration, prop arrangement, clerk dress, listing service, etc. According to the unified VI standard of the company, it is displayed in front of customers as a brand store; Standardized market management refers to the management of the local market, the implementation of the price policy formulated by the headquarters, the prohibition of counterfeiting, cracking down on cross-selling, and safeguarding the interests of regional distributors. Finally, we should pay attention to the management of capital flow, logistics and information flow, which we call "third-rate" management; Capital is the blood of enterprise development, logistics is the carrier of capital flow, and information flow is the tool of enterprise decision-making.