Service Scope
01Decide what the conference must achieve
\n| Objective | What it determines |
|---|---|
| Communicate the annual policy | The policy walkthrough takes most of the program and needs clear charts and cases |
| Build channel confidence | Recognition and rebate payouts need a sense of ceremony |
| Drive on-site orders | Requires order terms, an on-site signing area and an order workflow |
| Align the brand image | One visual system, one script, one set of materials |
Key
\n If the goal is on-site orders—you need a dedicated order area and signing process, not a corner of the main hall.
02How it differs from an annual meeting
\n| Dimension | Annual meeting | Dealer conference |
|---|---|---|
| Audience | Internal staff | External channel partners with clear commercial interests |
| Content focus | Review and celebration | Policy, rebates, orders |
| Emotional tone | Cohesion and relaxation | Confidence and urgency together |
| Sensitive information | Minimal | Pricing, rebate rates and regional policy must not leak |
Note
\n Dealer conferences involve pricing and rebates, so photos taken on site can easily leak. Mark sensitive content clearly on screen, or avoid putting it on the display at all.
03Agenda order: why it cannot be reversed
\nA common mistake is taking orders before presenting policy. Dealers order without knowing the terms, then back out later.
\nPart 1: Review and outlook (about 40 minutes)
- Last year's results and market performance
- Industry trends and the competitive landscape
- Strategic direction for the coming year
Part 2: Policy launch (about 60 minutes)
- Pricing structure and regional policy
- Rebates, incentives and support programs
- New products and supply plans
- Policy Q&A
Part 3: Awards (about 30 minutes)
- Top dealer awards
- Benchmark case sharing
- Group photo
Part 4: Order intake (about 90 minutes)
- Order terms explained (time-limited, quantity-limited, tiered)
- On-site signing and order confirmation
- Order and negotiation areas run in parallel
04Venue and zoning
\n| Zone | Function | Watch out for |
|---|---|---|
| Main hall | Policy launch and awards | Screens must be legible from the back rows |
| Order area | On-site ordering and signing | Separate space with negotiation tables and materials |
| Display area | New products and samples | Close to the order area to support decisions |
| Negotiation area | One-to-one conversations | Relatively quiet, with partitions |
Guest flow
\n Guests leaving the main hall should pass naturally through the display area into the order area—the flow directly affects order conversion.
05Details that get overlooked
\n- Order and payment processWork out in advance how payment is collected, invoices are issued and goods are shipped after an on-site order
- Consistent policy messagingEvery salesperson must tell the same story; align the script and the numbers beforehand
- Territory protectionTerritory rules can spark arguments on site; leave room to handle disputes
- Rebate fulfillmentUnpaid rebates from last year directly undermine confidence this year
- Travel arrangementsDealers travel from across the country; transfers and accommodation shape their experience
CaseRelated case studies
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\nGuangzhou · National dealers · Policy launch and awards
\nGuangzhou · Partner strategy meeting