---
title: "Being a Valuable Salesperson to Distributors Starts with Teaching Them Product Display!"
description: "Display plays a crucial role in the entire sales process. Poor product display can undermine all previous efforts, while effective basic terminal display can significantly increase consumer attention and purchase probability. This article discusses how to secure and utilize terminal display resources effectively."
author: "New Distribution"
publisher: "New Distribution"
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published: "2017-07-06"
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# Being a Valuable Salesperson to Distributors Starts with Teaching Them Product Display!

> Display plays a crucial role in the entire sales process. Poor product display can undermine all previous efforts, while effective basic terminal display can significantly increase consumer attention and purchase probability. This article discusses how to secure and utilize terminal display resources effectively.

**Click the image for details**
Display plays a crucial role in the entire sales process. Poor product display can undermine all previous efforts, while effective basic terminal display can significantly increase consumer attention and purchase probability. In today's market where circulation channels dominate, modern trade is of great significance to product sales. "Those who win the terminal win the market," and terminal display is a key prerequisite for winning the market. Since terminal display is so important, how can we do a good job in basic terminal display?

**I. How to Secure Basic Terminal Display Resources**

Terminal display resources are limited and scarce, especially in today's competitive environment. They have become a battleground for every enterprise. As a result, manufacturers have increased their investment in display resources, making the terminal competition even fiercer. Below, I will introduce several ways to obtain terminal display based on my personal experience:

**01 Purchase Display with Fees**
This is a common practice. It is widely applicable and can usually secure resources as long as there is financial investment. It is especially suitable for new brands, as they have low market awareness and retail terminals are unlikely to offer them good display positions or special support. Therefore, new brands typically invest heavily in the early stages of promotion. However, from another perspective, anyone with money can secure better terminal display resources. The real skill is to secure better and more display resources without spending money or spending less. This is what salespeople should focus on and develop.

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

So, what abilities should such a salesperson possess?

**Perseverance and Never Give Up:**
Many store managers handle numerous tasks and see many salespeople daily. It is almost impossible for them to remember who you are and which company you represent after just one visit. Especially when they are not familiar with you, it is difficult to get them to adjust your display immediately. To achieve your goal, you need to visit the terminal frequently. This persistent work attitude not only helps you achieve your goal but also earns their 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 at work and outside. Some salespeople have rich practical experience but lack theoretical knowledge due to poor summarization, which limits their development and promotion. They also lack theoretical support when communicating with store managers, reducing the credibility of their views.

**Have a "Rogue" Temperament:**
If communication with store staff about display adjustments fails, you can inform the stock clerk and adjust your display yourself. Some stores are not truly against display adjustments but are afraid of trouble. After adjusting, be sure to keep the display neat and tidy; otherwise, you won't be allowed to adjust again next time. (Note: This is suitable for small supermarkets, not hypermarkets, and you must grasp the "degree" to avoid causing resentment among store staff.)

**Read People, Seize Weaknesses, and Cleverly Cater:**
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 carefully, seize favorable words, and pretend to be ignorant and ask for help. This often succeeds. As the saying goes, use their own spear to attack their shield, making it impossible for them to refuse.

**03 Use Sales and Profits to Gain Terminal Support for Display**
The quality of customer relationships is fundamentally based on good sales performance. Without sales performance, even the most capable salesperson and the best relationship 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 can gain by following your suggestions.

**04 Use Promotional Activities as a Condition to Gain Display Support**
Promotional plans must be persuasive and clearly show the store what benefits they will bring. Only then can you gain 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. It also serves as a summary and improvement for the salesperson, aiding their growth.

**05 Pay Attention to Retail Terminal and Competitor Dynamics, Seize 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, supermarkets usually do this at night to avoid affecting sales, and they often lack manpower. If you can help the supermarket adjust at that time, even staying up all night with them, won't you be able to expand your display and get a better position?

**06 Seize Display in Daily Visits**
Learn the competitor's salesperson's visit time 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 them correct safety stock levels, and deliver promptly to prevent out-of-stocks or missing items that could reduce shelf space.

**II. How to Utilize Basic Terminal Display Resources**

Display resources secured through fees, salesperson ability, promotional support, etc., do not automatically generate good results. They need to be integrated to maximize benefits.

**01 Train Relevant Staff in Sales Skills and Visual Merchandising**

**02 Display Principles**
The basic principles of display revolve around "three reaches": see it, buy it, and get it. The principle for main products: give the golden position to main products.

**03 Pay Attention to Competitors and Adjust Timely**
While formulating your product display strategy, pay attention to competitors' market information and dynamics, respond quickly, and continuously adjust your display strategy. **When displaying, "cling to the big"**: For brands with low awareness, stick close to the leading brand, using its popularity and attention to increase consumer contact opportunities. For industry leaders, avoid displaying next to low-quality brands to avoid lowering your status. Quickly shake off followers of low-quality brands. **Keep distance**: 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 leave consumers with an expensive impression.

**04 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 you must grasp the degree and not overstuff. Do not make it difficult for consumers to take your product; many consumers lack patience. Make it easy for them to grab with one hand. When restocking, you can remove the outermost layer of products, which not only facilitates access but also gives consumers the impression that the product is selling well.

**05 There Is Always Better, Never Best**
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 toward display area and position. Your daily work should be to squeeze competitors' display area and expand yours. After seizing limited display resources, make competitors have products in the store but no display, crushing their products in the warehouse.

**06 Display Never Ends; It Depends on Execution**
Securing the best display position and space is only the first step. Maintaining terminal display effects relies on the salesperson's unremitting efforts daily, monthly, and yearly. Whichever manufacturer delivers more promptly, visits more frequently, and does more solid store display work will better maintain its own display positions and gradually seize competitors' positions.

**Source: Food Business**
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