---
title: "Awesome! A Top Salesman's 5 Notes on Distribution"
description: "The most critical factor for a new product launch is the distribution rate; without it, even the best planning and advertising are meaningless. This article provides five key notes from a sales expert on how to effectively distribute products, including understanding the market, meeting terminal needs, addressing customer concerns, building relationships, and closing deals."
author: "New Distribution"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
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published: "2017-05-12"
language: "en"
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# Awesome! A Top Salesman's 5 Notes on Distribution

> The most critical factor for a new product launch is the distribution rate; without it, even the best planning and advertising are meaningless. This article provides five key notes from a sales expert on how to effectively distribute products, including understanding the market, meeting terminal needs, addressing customer concerns, building relationships, and closing deals.

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For a new product launch, the most critical factor is the "distribution rate." Even if your planning is comprehensive, your preparation is thorough, and your advertising investment is substantial, if the distribution rate is low, everything else is empty talk. Times have changed; the era of a seller's market dominated by merchants has long vanished. Therefore, it is essential to combine market realities, formulate reasonable promotion policies, and cultivate a first-class sales team to execute them.
1
**Systematically and comprehensively understand the market**
**1. Understand competitors.** Understand competitors' selling points, advantages, distribution rates, terminal supply prices, retail prices, and promotional activities. It is important to emphasize that understanding competitors must be targeted. For example, if the product positioning is to be the first brand in the province's mid-range baijiu segment, then you need to focus on understanding the main competitors in the 30 to 50 yuan mid-range price segment.
**2. Understand terminals.** Understand the characteristics of the business district where the terminal is located, its operating conditions, business direction, the personality traits of the terminal manager, existing competitor brands, and sales performance.
**3. Understand your own product.** You must be deeply familiar with the product's competitive advantages and disadvantages, and in the sales process, leverage strengths and avoid weaknesses to win in the market.
2
**Accurately grasp the real needs of terminals**
Profit is the foundation of all terminal daily operations; their purpose is to make money. When a terminal owner chooses any new product to stock, the first consideration is whether this new product can bring them benefits. The main points are four:
1. Profit is higher than similar products.
2. If profit is similar, the known market sales volume is much larger than similar products.
3. Promotional expense support.
4. The product has unique selling points or strong brand appeal, and although it may not be profitable, it can attract foot traffic.
As a salesperson, you must clearly recognize which advantage your product has. If you cannot explain what returns the product will bring to the customer, no matter how much you say, it is in vain.
3
**Eliminate customer concerns**
In addition to the fundamental need for profit maximization mentioned above, the second consideration for terminals when choosing a new product is sales risk.
1. What is the product quality? Is it produced by a legitimate enterprise?
2. It is unknown whether it will sell well; what if it becomes unsellable?
3. Is the supply stable? Can market maintenance keep up? What if supply cannot keep up once the product sells well?
4. What is the supplier's reputation? Will promises be fulfilled?
This requires the salesperson to make thorough preparations:
1. Bring all relevant certificates and documents for production, agency, and sales from the enterprise, product, and distributor;****
2. Tasting method. Let customers taste the product personally, and use product quality to impress them. During the initial distribution phase, you can apply to the manufacturer for some tasting samples to take to terminals and conduct free tasting experience activities;
3. Explain in advance whether you are responsible for exchanging or returning goods, and make commitments on exchange cycles, restocking cycles, and delivery times according to company requirements;
4. Introduce your distributor's operational strength and credibility to customers, and if necessary, sign a sales agreement.
If you gain the customer's trust, then you have already succeeded halfway.
4
**Move the terminal owner's mind**
People are emotional beings, and especially Chinese people value personal connections. If the store owner is as close as a brother to you or is introduced by friends or relatives, then even if selling your product is not very profitable, they will still stock your goods. Therefore, a good salesperson should learn to make full use of the various complex interpersonal relationships around them, and then the distribution process will be twice the result with half the effort.
Learn to build and expand your network, use relationships to clear obstacles, and your distribution work will become easier.
5
**Four methods to successfully close deals**
I often hear salespeople returning from distribution trips recount their experiences, and I often hear about so-called "difficult households." I think these "difficult households" roughly fall into the following types:
1. Demanding fees--to enter the store, you have to pay an entry fee.
2. Demanding price reductions--"You supply other supermarkets at 33 yuan, why do you charge me 35 yuan?"
3. Taking advantage of small benefits--"Why didn't you give me your promotional items? Did you embezzle them?"
4. Big store bullying merchants--"My store sells a large volume of mid-range liquor, so you must give me a lower price than the normal supply price, or I'll sell other brands."
5. Demanding consignment--"Leave the goods here first, and settle the payment next time when I restock."
Of course, I think if you encounter such customers, it is actually a "blessing," because they are already bargaining with you, so you are close to success. Do not think the customer is being unreasonable; you must stay calm. There is an old Chinese saying: The one who bargains is the buyer. At this point, it depends on your negotiation skills.
**As for methods, you can generally adopt the following approaches:**
**1. "Provocation method"**
People have personalities, and some are more assertive. Salespeople should be good at exploiting human weaknesses. Some supermarkets operate well, and the owner is self-righteous. When you go to promote your product, they chase you out before you finish speaking. For such customers, sometimes changing your approach can yield unexpected results. "The XXX supermarket next to you sells our product very well. Although your store is a bit smaller than that one, you have a good location. I dare say that if you sell our product, you will definitely not do worse than the store across the street."
**2. "Teaching knowledge" method**
The explanation of "teaching knowledge" here: It is not just about using rich product knowledge to establish an image and authority in the customer's mind, but more importantly, fully leveraging your eloquence to persuade the other party. Related words: brainwashing, selling crutches, fooling. If you are articulate and can guide the customer's thoughts to follow you, you have succeeded.
**3. "Turning guest into host" method**
In many cases, our customers lack opinions and are indecisive, wanting it one moment and not the next, wavering and hesitating. At this time, the salesperson must not relax; make the decision for them and confidently say, "Selling our product is absolutely safe, and you will definitely make money." Then reasonably grasp the other party's needs, fill out the order form, and induce them to sign. At this point, the customer will be too embarrassed to back out! Be bold and careful, grasp the customer's psychological changes, and complete the final step of closing the deal.
**4. "Sincerity can move mountains" method**
Even if you have used all your tricks, the customer remains unmoved. No problem, I still have a final unbeatable trump card. Three words:
"Grind": There is an old Chinese saying--With time and patience, an iron rod can be ground into a needle. If you don't want it today, I'll come again tomorrow.
"Soak": Use the spirit of courting a girl to court our customers.
"Love": In the book "The Greatest Salesman in the World," there is a classic quote--I will greet this day with love in my heart. This is the greatest secret of all success. They may oppose my theories; they may doubt my words; they may disapprove of my clothing; they may dislike my appearance; and even my product may make them skeptical, but my love will surely warm them.
In short, if you can fully achieve the above four points, I am sure no customer can resist your powerful sales offensive. Being able to do the above points at most makes you an excellent salesperson. If you can fully grasp the market characteristics and current situation, pay attention to spreading from points to areas during distribution, seize key customers, create a batch of model stores to establish an image, and do a good job of shelf display while distributing. Reasonably plan your area based on product characteristics, formulate corresponding market development plans and promotion schemes, and maximize the resources of manufacturers and distributors. If you achieve this, you are not far from becoming a sales manager.
Of course, as our distribution gradually deepens and the weather warms up, product sell-through becomes an urgent problem that needs to be solved. Here, I also share some of my suggestions and ideas.
1. Salespeople should determine the return visit cycle, increase the frequency of return visits, discover sell-through, and replenish goods in a timely manner;
2. Strictly unify the market and unify the retail guide price;
3. Organize salespeople to participate in training frequently to improve business skills and awareness;
4. Strengthen communication with distributors, persuade them to allocate a portion of their profits to reward customers who make first purchases, including incentives for salespeople during distribution.
In short, sales is not a profound subject; the key to success lies in details. Failure always has a reason, and success always has a method.


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