---
title: "Being a Valuable Salesperson to Distributors Starts with Teaching Them Product Display!"
description: "Product display plays a crucial role in the sales process. Poor display can undermine the entire sales effort, while effective basic terminal display can significantly increase consumer attention and purchase probability. This article discusses how to secure and utilize terminal display resources, emphasizing the importance of salesperson capabilities, customer relationships, and continuous execution."
author: "New Distribution"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2018-07-31"
language: "en"
canonical: "https://xinjignxiao.com/en/articles/being-a-valuable-salesperson-to-distributors-starts-with-teaching-them-p-9887e7bc/"
markdown: "https://xinjignxiao.com/en/articles/being-a-valuable-salesperson-to-distributors-starts-with-teaching-them-p-9887e7bc.md"
original_source: "https://mp.weixin.qq.com/s/E3BmDU8mCIR-MebEebpgsA"
translation: "https://xinjignxiao.com/zh/articles/%E5%81%9A%E4%B8%80%E4%B8%AA%E5%AF%B9%E7%BB%8F%E9%94%80%E5%95%86%E6%9C%89%E4%BB%B7%E5%80%BC%E7%9A%84%E4%B8%9A%E5%8A%A1%E5%91%98-%E4%BB%8E%E6%95%99%E4%BB%96%E4%BB%AC%E4%BA%A7%E5%93%81%E9%99%88%E5%88%97%E5%BC%80%E5%A7%8B-9887e7bc.md"
attribution: "New Distribution — https://xinjignxiao.com/en/articles/being-a-valuable-salesperson-to-distributors-starts-with-teaching-them-p-9887e7bc/"
usage_policy: "https://xinjignxiao.com/ai-policy.txt"
---

# Being a Valuable Salesperson to Distributors Starts with Teaching Them Product Display!

> Product display plays a crucial role in the sales process. Poor display can undermine the entire sales effort, while effective basic terminal display can significantly increase consumer attention and purchase probability. This article discusses how to secure and utilize terminal display resources, emphasizing the importance of salesperson capabilities, customer relationships, and continuous execution.

Click 'Read Original' for details.
Product display plays a crucial role in the entire sales process. Poor product display will inevitably lead to the failure of the entire sales process; if basic terminal display work is done well, consumer attention to the product will significantly increase, effectively raising the likelihood of purchase. In today's market where circulation commerce holds a dominant position, modern trade channels are of great significance to product sales. **"Those who win the terminal win the market" – terminal display is a key prerequisite for winning the market.** Since terminal display is so important, how should we go about doing the basic terminal display work well?

1. How to Secure Basic Terminal Display Resources
Terminal display resources are limited and scarce, especially in today's fiercely competitive environment, making them a battleground for any enterprise. Consequently, manufacturers have increased their investment in display resources, intensifying the competitive environment at the terminal. Below, I share several ways to obtain terminal display based on my personal experience:

1. **Purchasing Display with Fees**
This is a common practice currently. It is widely applicable; as long as there is financial investment, resources can generally be secured. It is particularly suitable for new brands, as they have low market awareness, and retail terminals are unlikely to offer good display positions or special support. Therefore, new brands typically invest heavily in resources during the initial promotion phase. However, from another perspective, anyone with money can secure better terminal display resources. The real skill lies in securing better and more display resources without spending money or spending less. This is what sales personnel should focus on and cultivate.

2. **Salesperson's Personal Ability**
The performance of a product at the terminal largely depends on the customer relationship, which in turn is greatly influenced by the salesperson's personal ability. No matter how advanced a company's management system is, it ultimately relies on people to execute. Therefore, the salesperson's personal ability is crucial for doing basic terminal display work well. With good customer relationships, you can gain customer support and strive for excellent display performance.

**What abilities should such a salesperson possess?**

- **Perseverance and never-give-up spirit:** Many store managers handle numerous tasks and see many salespeople daily; it is almost impossible for them to remember you and your company after just one visit. Especially when they are not familiar with you, asking for display adjustments may not be achieved immediately. To reach your goal, you need to visit the terminal frequently. This persistent work attitude not only helps you achieve your goal but also earns respect.

- **Continuous learning to become an industry expert:** Become a constructive advisor to store managers in category management, providing persuasive terminal construction plans or category management ideas to solve their work challenges. This builds trust and helps you secure better resources. This requires continuous learning both on and off the job. Some salespeople have rich practical experience but lack theoretical knowledge due to poor summarization, which limits their growth and promotion. Additionally, lacking theoretical support in communication with store managers reduces the credibility of their viewpoints.

- **Having a "shameless" attitude:** After ineffective communication with store staff about display adjustments, you can inform the stock clerk and then adjust your display yourself. Some stores are not truly opposed to display adjustments but are afraid of trouble. After adjusting, ensure the display is neat and clean; otherwise, you won't be allowed to adjust again. (Note: Suitable for small supermarkets, not hypermarkets; also, be careful to grasp the "degree" to avoid causing resentment among store staff.)

- **Reading people, seizing weaknesses, and cleverly catering:** Due to the strong position of terminals, many store managers are tough and arrogant. Some managers like to play "teacher," lecturing manufacturer salespeople to show off their abilities. In such cases, let them be the teacher; just listen attentively, seize favorable words, and then pretend to be ignorant and ask for help humbly. This often leads to success. As the saying goes, use their own spear to attack their shield, making it impossible for them to refuse.

3. **Gaining Terminal Favor and Support through Sales and Profit**
The quality of customer relationships is fundamentally built on good sales performance. Without sales performance, even the most capable salesperson and best relationships are not solid. Sales are the foundation; customer relationships are the booster. This requires strong data analysis skills. If you want something, use data to show the terminal what growth or benefits they will gain by following your suggestions.

4. **Using Promotional Activities as a Condition to Gain Display Support**
Promotional plans must be persuasive and clearly communicate the benefits to the store, thereby securing display support. It is best for salespeople to detail the promotional plan and present it as a PPT, which not only demonstrates professionalism but also vividly explains the plan. This also serves as a summary and improvement for the salesperson, aiding their personal growth.

5. **Monitoring Retail Terminals and Competitor Dynamics, Seizing Opportunities to Adjust and Expand Display**
Some supermarkets adjust and inventory their shelves according to seasons. This is the best time to strive for better display positions and larger display areas. During shelf adjustments and inventory counts, supermarkets usually do this at night to avoid affecting normal sales, and they often lack manpower. If you can help the supermarket adjust promptly, even staying up all night with them, wouldn't it be possible to expand your display area and improve your position?

6. **Seizing Display Space during Daily Visits**
- Know the competitor's sales representative's visit times to the supermarket and adjust your visit to follow closely, quickly weakening their display results and seizing shelf space.
- Ensure timely supply: Understand each supermarket's sales volume, help correct safety stock levels, and deliver promptly to prevent shelf space reduction due to stockouts or missing items.

2. How to Utilize Basic Terminal Display Resources
Display resources secured through fees, salesperson abilities, promotional support, etc., do not automatically yield good results. Therefore, it is necessary to integrate these resources to maximize the benefits.

**Training on Sales Skills and Visual Merchandising**

1. **Principles of Display**
The basic principles of display revolve around the "three reaches": see it, buy it, and get it. The principle for main products: place them in the golden position.
- Not necessarily large area, but pay attention to three-dimensionality.

2. **Monitor Competitors and Adjust Timely**
While formulating your product display strategy, keep an eye on competitor market information and dynamics, respond quickly, and continuously adjust your display strategy. When displaying, "cling to the big": for brands with lower awareness, position close to the leading brand to leverage its popularity and attention to increase consumer contact opportunities. For industry leaders, avoid displaying next to generic brands to prevent lowering your status. Also, promptly shake off generic brand followers. The "distance principle": when products are of similar specifications and brand influence, do not place your product next to a competitor's high-value product, as it may give consumers an expensive impression.
- A good cut-case display can increase sales by about 5 times.

3. **Keep Shelves Full but Not Overstuffed**
Some sales assistants habitually fill shelves to the brim, even cramming products in. Keeping shelves full is necessary, but there is a limit; do not let products overflow. Do not make it difficult for consumers to take your product; many consumers lack patience. They should be able to easily grab the product with one hand. Therefore, when restocking, remove the outermost layer of products. This not only facilitates consumer access but also creates an impression of product movement.

4. **Always Strive for Better, Never Settle**
Terminal display resources are limited; if one manufacturer has a larger display area, another will have a smaller one. When doing basic terminal display, adopt a "greedy" attitude towards display area and position. The daily goal is to squeeze competitors' display space and expand yours. After seizing limited display resources, make competitors have products in the store but no display, effectively burying their products in the warehouse.

5. **Display Never Ends; It Relies on Execution**
Securing the best display position and space is only the first step. Maintaining terminal display effectiveness relies on the tireless efforts of sales personnel in daily work, day after day, month after month, year after year. The manufacturer that supplies more promptly, whose salespeople visit more frequently, and whose store display work is more solid will maintain its own display positions and gradually seize competitors' positions.

Source: Food Business
-END-


---

## Copyright and AI use

This article is sourced from New Distribution. Search, quotation, summarization, and model training are permitted, but every use must credit New Distribution and retain the canonical source URL.

Contact: zhaobo258@gmail.com · +86 158 5481 7671