Terminal owners face many salesmen every day, so it's inevitable that they respond mechanically. Thus, almost every store we enter, the owner repeats phrases like "business is bad," "can't sell," "not needed," "already have this," "not interested." Facing this situation, you need to reflect on the following points: What should you pay attention to before entering the store?
- Your image gives the product character
In the market, you not only represent the company but also the product. When the owner doesn't know the product, your character becomes the "product's character" in the owner's eyes. As the saying goes, "clothes make the man," and everyone has a pursuit of beauty. If you were a store owner and suddenly saw a "punk" style, would it be a surprise or a shock? Or if you wore a vest and shorts with flip-flops, how would you react? Your clean and tidy clothing, giving a capable impression, is itself an image of steady work; your product must be good too!
2. Details determine success or failure
Opening the door. Most stores open their doors to welcome customers, but it's also possible that the door is closed. If you enter at that time, besides knocking lightly and opening, don't forget to keep the door in its original state. If the owner has requirements, follow them.
Smoking. Remember one thing: don't have a cigarette in your mouth when entering! You're not a customer, and you need to show you're not a "vagrant." Also, can you guarantee all store owners like smoking?
Rain. Developing blank stores is the hardest; you won't stop in the rain. If you go then, remember to wipe your feet on the cardboard in front of the door before entering. If there's no cardboard, you can help the owner lay one down. And don't forget your umbrella; it's better to leave it outside.
After entering the store, "observe all directions and listen to all sides"
1. Look at certificates
Every store has various certificates; after entering, look at them first. These certificates usually reveal two pieces of information: the owner's name and the opening date. If you call out "Boss Liu" or "Brother Liu," it subtly shortens the distance. The opening time can reflect the store's credibility; the longer it's been open, the higher the credibility. If it's a new product, credit sales may be inevitable after launch, so you must have a basic judgment on the terminal's credibility.
2. Observe the owner
After entering, first observe the owner. Why? If it's a woman, don't offer a cigarette, as most women don't like it; if it's a man, offer one. Don't just say "hello"; see what the owner is doing. If they're watching a movie, playing games, or reading a newspaper, think about common topics.
3. Look at competitors
After entering, carefully observe competing products at the same price and level (before the store visit, be fully prepared: their price, policies, market support, distribution status, etc.), quickly organize language, and compare our advantages and disadvantages with competitors (brand, packaging, price, profit, awards, policies, etc.).
4. Practice silence
If the store owner is talking with someone else, never interrupt; first, it's polite, and second, you can learn useful information that will help you.
When speaking, focus on key points
What does the owner care about most? Profit! You should directly tell him what your policy can bring him, how it helps him make money, and with evidence and reason, legally and reasonably, he will listen carefully.
Let's detail the common questions owners ask:
Question 1: "We already have products at this price." Strategy: Compare advantages with competitors.
The purpose of looking around the store is this: first, see if such products are already in the store; second, if prices are the same, compare profit—generally, best-selling products have thin margins; third, if profits are the same, compare selling price—you can tell the owner our product's price is closer to consumers, so it sells better; fourth, if selling prices are the same, compare packaging—at the same price, high-end packaging adds value; finally, if packaging is the same, compare brand—higher brand awareness ensures better quality.
Question 2: "The product doesn't sell; it's not profitable." Strategy: Brand + Product + Support + Example.
The brand has high awareness and reputation, widely recognized by consumers;
Good quality and reputation; it sells well in XX place not far from here (with similar consumption levels and habits);
There is sales support, brand promotion, etc. (elaborate in detail);
Set a benchmark: a nearby store (previously a core store) sells very well.
Question 3: "Can the policy be bigger?" Strategy: Maintain control.
Introduce the manufacturer's overall policy, preferably long-term plans, to extend the product's vitality and convey to the distributor the product's importance to the company and policy support, which distributors value.
Authority is limited; you need to fight for it from superiors (showing you're considering his interests);
Amplify the policy, e.g., one box free with one box, can be amplified to three boxes free with two boxes (to encourage more orders), but promises must be real and achievable;
Use other gifts or premiums as policy substitutes.
Show your value throughout the store; sincerity gains favor and trust.
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Source: Baijiu Distributor Academy -END- The best FMCG distributor learning platform in China Focusing on providing professional, practical, and actionable tutorials for enterprises and distributors Committed to helping Chinese FMCG distributors grow rapidly The most professional and practical knowledge base in the FMCG industry Reply with the red number below to get corresponding content Reply with number 1 to view the complete knowledge base | 001 Excellent Article Selection | 002 Distributor Market Operations | 003 Terminal Visit Management | 004 Sales Supervisor Skills | 005 Sales Improvement Techniques | 006 Channel Expansion | 007 Managing Distributors | 008 Distributor Development | 009 Distributor Internal Operations Management | 010 Team Management | 011 Efficient Distribution Techniques | 012 Sales Manager's Skills | 013 KA Operation Methods and Strategies | 014 First Lesson for New Salespeople | 015 Internet, Brand | [Long press QR code to follow] To join QQ/WeChat groups, click: Read Original