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In just 9 days, we held three distributor ordering conferences in different regions. The hard work goes without saying—from market research, plan preparation, activity flow, detail confirmation, personnel pickup and drop-off, to on-site setup, host scripts, rehearsals, execution, real-time adjustments, and atmosphere building... After three events, I could fall asleep standing up, but the fatigue didn't matter, especially when we saw the results—they were a bit "unexpected" but even more gratifying.

Before the first ordering conference, everyone was a bit nervous. First, we worried about time—only 2 days of preparation. Second, could we guarantee the effectiveness of the on-site activities? These were the two core factors determining success. As the planners and supervisors, we had to focus on activity design, atmosphere creation, and motivation. If the invited guests weren't target customers or had never been exposed to our products, would the event still be effective?

Now that all three conferences are complete, the results exceeded expectations. The process trained our team, and from a market perspective, it reduced distributor inventory and boosted confidence. More importantly, it gave a company that had been stuck in a "second-tier distributor slump" a chance to try opening up channels, and the returns on this attempt will be enormous.

Many might say, "It's just a few distributor ordering conferences, just routine promotions." On the surface, it's conventional channel promotion, but in reality, we focused on clearing the channel because the second-tier distributor network had always been this company's bottleneck. The goal of such activities is to build momentum, gather energy, and create influence from point to area. Under channel influence, goods flow smoothly; without a large circulation, a product won't become mainstream.

I've said all this to make it clear that an activity always has one or two core and primary objectives. If there are more than 3 or 5, it's definitely a scam. Now, let's break down the distributor ordering conference into three levels of actions to achieve a streamlined, executable, and replicable effect.

Plan with the End in Mind

For anything we do, we must first clarify the purpose—what the ultimate outcome should be. That's the goal and vision, and then we start formulating the plan. Only by "starting with the end in mind" can we "end with the start in mind." The same applies to plan formulation.

First is the activity plan, including on-site purchase incentives. These must be more attractive than what non-attendees would get, with enough appeal. Second is the activity flow, divided into external and internal processes. The external process is for attending customers: when to enter, what programs are scheduled, etc. The internal process is for all executors: internal division of labor, ensuring everything is managed and everyone has a task.

It's also important to note that the schedule must be tight. Avoid interactive games or activities that drag on, as they give people too much free thinking time, which is counterproductive to ordering. The schedule should be precise to the minute—we've proven it's doable. Evening conferences generally work better: first, people have time; second, the evening atmosphere is different and more relaxed. Sign-in at 6 PM, start at 7 PM, end at 9:30 PM.

Host script: The host script must follow the flow—when to start, leader speeches, reporting order quantities, lottery draws, and awards to liven up the atmosphere (leaders have a big responsibility too, haha). It should be written out, not improvised, and rehearsed 1-2 times.

Personnel arrangement: All executors should assist leaders in toasting and boosting the atmosphere during the event.

Materials to prepare: Banner with text: "XX Company XX District Customer Appreciation Gathering" (note: use "gathering" not "ordering conference" to close the distance and be legitimate); sign-in book (large); product display (the more, the better—don't be stingy); if food, tasting stations; POP; roll-up banners or display stands; background music; laptop; projector (hotels usually have one, but confirm in advance); lottery box; prizes; lottery tickets; prize plaques (printed, e.g., First Prize: 3988 yuan, mounted on KT board).

On-site personnel division: sign-in, hosting, tasting, greeting, data statistics, materials, product handling, photography/videography.

The most important is, of course, the distributor research. Those invited must be persuaded to order in advance—this is the key to ensuring the conference's success.

Execute with the Start in Mind

"End with the start in mind" means perfect execution, never giving up, and following the plan to achieve the goal.

The host announces the start of the gathering (ordering conference), introduces leaders and guests, then leaders and guests speak. First, the hosting distributor speaks, then relevant company leaders, then regional sales personnel (managers, supervisors) explain ordering policies and rewards, and guest speeches. These mainly inform customers of the company's emphasis on the conference.

Next, the host announces the dinner begins. Allow 10-15 minutes for customers to eat, and be sure to serve alcohol, preferably red wine.

After 10-15 minutes, the hosting distributor and company leaders toast customers. Customers must drink—no alcohol, no atmosphere. Staff follow to take photos, also for atmosphere, and drink-serving staff should echo the leaders' toasts.

The second round: regional managers and supervisors toast customers, same procedure. After toasts...

(The conference rewards are divided into lottery draws and purchase incentives. Lottery draws are for everyone present; purchase incentives are based on order quantities, with rewards designed accordingly.)

The host announces: "The exciting moment is coming! Next is the lottery draw. First round: Third Prize (XX winners), each winning a prize worth XX yuan (or cash bonus XX yuan). (Note: Even if converted to products, don't write 'products worth XX yuan' because that lacks appeal; but don't write 'cash' either—write 'bonus XX yuan'—you all know why.) All gifts will be delivered with the goods. Let's invite XX to draw and award the Third Prize winners (one person can do both drawing and awarding; with many prizes, splitting would delay time)."

Host (first report of order quantities): "Tonight, orders are very enthusiastic. The following customers have already placed orders. As of now, the highest order quantity is from [Wholesale Department/Company], reaching XX cases. Orders of XX cases or more tonight will earn a reward of XX yuan; orders of XX cases or more, reward XX yuan... No limit on winners (repeat: reaching XX cases earns XX yuan, no limit on winners). Please hurry, bosses, to place your orders."

Then, the hosting distributor's boss and team sing a song, like Zhou Huajian's "Friends," to boost the atmosphere. First, select one or several good singers.

The following involves alternating between reporting numbers, lottery draws, and purchase incentives. I won't detail further here...

During the lottery draw for the first prize and the purchase incentive first prize, leaders should hype the atmosphere when awarding. For example, if someone wins the first prize, ask them to increase their order by 500 or 1000 cases on the spot. Similarly, for the purchase grand prize winner. Only when leaders say such things on stage can customers be convinced and moved, thereby driving overall order volume.

You can also add on-site purchase incentives, such as: any customer who adds 1000 cases on the spot gets a cash reward of 1000 yuan, etc. Or, if two or three people reach the same cash reward level, hold an auction—whoever adds more gets it.

The purpose is to stimulate purchasing enthusiasm, make the conference more lively, and avoid lulls. Meanwhile, our marketing team and staff should not just eat, drink, or stand around—they must loudly echo every leader's speech or award to keep customers immersed in a warm atmosphere.

Then, report the total and announce the highest-ordering customer, invite them on stage to speak, and make a final push.

After that, the host gives thanks and declares the gathering a complete success.

Key Points Summary

For any plan to be well-executed, attention to key points and details is crucial; one problem in a link can ruin everything. Key points to note:

  1. All work must have a personnel division table (internal process), printed and distributed to everyone—this is the core of the internal process.
  2. Research is the soul of a successful distributor conference; if you're unclear or unsure, don't hold it.
  3. On-site purchase incentives must be greater than usual; otherwise, results will be poor.
  4. A good host accounts for one-third of success; a good leader who livens the atmosphere accounts for another third; the remaining third is market and on-site groundwork.

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