Click the blue text above to follow "FMCG Distributor Professional Consulting" for more marketing and distributor internal management content.
When chatting with clients, salespeople should avoid too much technical and theoretical talk; instead, focus on topics like today's news, weather, etc. Therefore, salespeople should regularly read books and magazines on economics and sales, and especially read newspapers daily to stay informed about national and social news. This provides the best conversation topics and prevents you from appearing ignorant or shallow during client visits.
Regarding the four hours in the evening for salespeople: A salesperson's success largely depends on how they spend those four hours. The worst salespeople spend the evening watching TV, complaining, or going out to play—they have no future. Average salespeople go out to entertain clients, drinking and chatting; they may get orders, but I doubt they achieve great success. Better salespeople organize data, analyze clients, and make plans in the evening; they are good and have a promising future. The best salespeople, in my opinion, after doing all the good work, also spend an hour reading. Such salespeople are very promising and may even become bosses later.
About the salesperson themselves: Many think a salesperson should be tall, handsome, eloquent, a smoker who always carries cigarettes, and a heavy drinker. But I believe these are not important. Personally, I'm under 160cm tall, and when I started, I was insecure and spoke poorly. I never smoked and could only handle one bottle of beer. However, diligence compensates for lack of talent. When I started in Huizhou, for the first three months, I took a few clothes and went to my brother's factory in Dongguan, visiting industrial areas one by one. After three months, I had a few clients but wore out a pair of shoes and got tanned like charcoal. Now I run my own factory and often tell salespeople that the first three months are tough, but if you endure, you'll succeed. So, the salesperson's office is outside the factory.
About Finding Clients
The first three months in a new company are crucial for a salesperson's success. The first challenge is finding clients. After about a week of product knowledge, new salespeople should start finding and visiting clients. If the company doesn't provide leads, you can use the following methods:
Yellow Pages: Most companies have yellow pages like the Guiyang Information Yellow Pages. Use the categories to find target clients. There are also specialized industry yellow pages (e.g., home appliances, toys) available in major libraries. You can copy the information.
Browse Job Advertisements: Newspapers like Guiyang Evening News and Guizhou Metropolitan Daily have daily job ads. You can also visit job markets where companies post their names and positions. This helps identify what they do. Also, visit industrial areas where factories post hiring signs. Online job sites like Jobui are also useful. The advantage is finding new clients, especially new factories that may have just started or moved. Also, companies hiring in large numbers are usually doing well, which bodes well for future payments.
Internet Search: Use keywords on search engines like Baidu to find clients by product name. Professional B2B sites like Alibaba and HC360 can also provide lists of clients, including owners' names and phone numbers.
Street Observation: Visit shopping malls, especially home appliance stores. Note the brands and company names on packaging, then search online later. This also gives insight into a client's business performance and financial strength.
Networking: The best method, in my opinion, is leveraging your network for referrals. For example, if you sell wires, I sell plugs, and another sells resistors, we can share resources and refer good clients to each other. This makes it easier to win clients and reduces risk as we watch out for each other.
Client Referrals: This has the highest success rate. After securing a few initial clients, serve them well and become friends. Once familiar, ask them to introduce peers or friends. The key is to have them make a recommendation call for you—one such call is better than a hundred of your own. Then, serve the referred clients well and ask them to refer others, building a network easily.
So, there are many ways to find clients if you're attentive. Always carry three things: a pen, a small notebook, and business cards. Salespeople are said to have eight eyes; being observant in life reveals many opportunities.
About Making Phone Calls
After finding clients, the next step is calling to set appointments. Here are some tips:
Often, clients hang up before you finish. If they say they're busy and ask for a fax or to leave materials at the guard, don't do it—it's useless. I used to get frustrated, but then I thought maybe the purchasing lady was scolded by her boss or had a fight with her boyfriend. So, I'd try again later. Many of my clients required multiple calls before agreeing to meet. Sometimes, a client who said no yesterday will say yes today. Success often depends on persistence.
No matter how skilled you are, plan what to say before calling. Write it down if you're new. This keeps the conversation organized and prevents forgetting key points.
Stand while calling—it helps you focus and sound more confident. Also, smile even if you're upset; it lightens the mood and the client can sense it. Sales is about enduring frustration, but clients don't need to share your burdens.
Don't only call when you need something. Call regularly to chat and check in, until they recognize your voice and think of you. Sales is like dating; you can't expect marriage after one date. Purchasers are forgetful, so remind them constantly.
Initial Client Visits
Preparation is crucial. Have samples, catalogs, pen, and notebook ready. Before visiting, think about your opening, questions, and possible responses. Study product materials and competitor information to be well-prepared.
Be punctual—lateness shows disrespect. If unavoidable, call ahead to apologize. Leaving early is the only way to avoid lateness.
Clothing doesn't make the person, but 90% of first impressions come from appearance. Pay attention to etiquette, grooming, and speech. I don't like my salespeople wearing red or green T-shirts; at least a shirt and a leather briefcase are required.
You won't close every deal, so visit more clients to increase your success rate. Follow the principle: "Even if you fall, grab a handful of sand." That means never leave empty-handed; if a client has no immediate need, ask for a referral.
Pay attention to clients' interests and hobbies. The outcome of the conversation isn't as important as the atmosphere. We often worry about content, but focus on the process. If you have a pleasant chat, you'll feel closer. Later, you'll forget what was said but remember the good feeling. Purchasers are the same. We have price lists, quality approvals, and delivery schedules, so we can talk about other things—preferably their interests.
Maintaining Clients
Sales should be like fishing, not netting. The most effective approach is to focus on a few targets. Like courting a girl, you don't chase several at once; you pick one and pursue persistently. I choose an industry, like earphones, and target about three companies seriously until I get in. Then, I expand to others. Once I have 80% of that industry, I move to another and replicate. It's like fishing—target the big ones one by one. Be bold, careful, and thick-skinned. That's the advice for courting, and sales is similar.
It's estimated that 80% of sales are completed due to relationships. With intense competition, if quality, price, and service are equal, relationships make the difference. If you treat clients better and become friends, who can steal your orders? You get what you invest in. So, relationships are a treasure.
Be enthusiastic; it's contagious. Many start enthusiastic but become jaded after some success. You might lose one deal from over-enthusiasm, but you'll lose a hundred from lack of it. Enthusiasm is more infectious than sweet talk.
Have a trial period. A client relationship is like marriage. From first contact to order is like courtship to engagement. After marriage, you need a honeymoon. Don't rush into big deals. Give both sides time to test credit and service.
About Closing Deals
Many salespeople are energetic at first but don't know what to do after sending samples and quotes. You should keep asking when they'll place the order until you get an answer. Purchasers are waiting for you to ask. The crying child gets milk. But 80% of salespeople never ask for the order.
If you don't close, immediately schedule the next meeting. If you can't do it face-to-face, it'll be much harder later.
Persistence is key. If a sale requires 5-10 contacts, you must endure to the tenth. Listen for buying signals—when a client decides to buy, they often give hints. Listening is more important than talking.
Sales is a series of activities aimed at closing. While closing isn't everything, without it, nothing else matters.
About Collecting Payments
Don't be shy about collecting. Some feel awkward chasing payments from familiar clients. But you need the payment for your commission. Debt repayment is natural. If you let them owe too much, your business won't last. When I collect, I don't beg; I say, "Mr. X, arrange payment by Wednesday, and I'll pick it up that afternoon." If they say no, I suggest Tuesday, and they often agree to Wednesday.
Before working with a client, learn everything about them: who they previously bought from (your competitor), why they want to work with you. If others refuse to supply, you can demand cash. If it's due to competitor issues like quality or price, adjust your strategy. If you won them over by doing better, you know what to do.
The best way to prevent late payments is to investigate before closing. Check their employee wages, payment punctuality, whether the factory is owned or rented, the owner's background, and whether products are for domestic or export. Also, get to know their existing suppliers to learn about their credit.
Like this article? Share it on your Moments by clicking the top right corner.
About Us: WeChat: FMCG Distributor Professional Consulting Management Account Intro: 20 years of FMCG distributor operations experience, specializing in distributor internal management. We understand distributors better than manufacturers and internal management better than distributors. Senior marketing experts help your business grow.
Learning & Exchange QQ Groups: Group 1: 344257092 (full) | Group 2: 231512457 Click "Read Original" below to join our micro-community for interaction and questions.