Principle 1: Product Refinement A product is the child of the enterprise. Regardless of the child's intelligence or character, to attract people, it must first pass the "appearance" test. Refinement means delicacy and detail. From a marketing perspective, product refinement is to pass the first "eye-catching" hurdle for distributors and consumers. If the product does not convey a sense of value from its appearance, even if it has excellent functions, it will be associated with shoddy workmanship, greatly reducing purchase rates. Lack of refinement is a congenital defect of the product, losing to competitors from the starting point.
Principle 2: Market Segmentation "Bite off more than you can chew" and "having many heads is like having no head" are old sayings. Yet many entrepreneurs always want to develop products that everyone in the world can use, regardless of skin color, nationality, gender, or age. They wishfully calculate probabilities, thinking even a one in a thousand or ten thousand sales volume is enough, but reality often goes against their wishes because market segmentation is not done well. Even beer has non-alcoholic versions for drivers, and vitamins are made specifically for diabetics. The purpose of market segmentation is to become more professional; only by being more professional can consumers be persuaded to buy after comparison. Who can say that specializing in nipple areola products has lower output value than breast enhancement? Tens of millions in sales is an indisputable fact.
Principle 3: Selling Points Must Be Concrete For manufacturers, the most talked-about thing throughout the sales process is the selling point. The so-called selling point is the highlight of selling goods. First, selling points are prepared for selling goods; it cannot just be what the manufacturer thinks, but must be recognized by consumers. Second, selling points must be sufficiently prominent compared to competitors to become highlights. At this stage, manufacturers often ignore the difference between "should" and "must." They only start from the product itself, trying to persuade consumers how they should be, without finding the true selling point from market demand, making consumers realize they must do so.
Principle 4: Buying Points Should Be Emotional A manufacturer's selling point becomes the buying point for consumers. The so-called buying point is the consumer's starting point for purchasing. Therefore, this buying point is purely from the consumer's purchasing perspective. Manufacturers should sit on the consumer's bench and find the starting point for their purchase. The distance from the manufacturer to the consumer's pocket is the farthest in the world, and the most impulsive moment in the world is when the consumer takes out their wallet. If the selling point is the manufacturer's rational analysis, then the buying point carries strong emotional overtones from the consumer. The purpose of planning is to find the emotional subject and attach it to the product's value. A certain anti-cancer product with annual sales of over a billion yuan targets children with the slogan "Not buying means not being filial."
Principle 5: Service Process Standardization Service runs through the entire marketing process and cannot be simply understood as after-sales service. The standardization of service requires the right person to do the right thing at the right time, decomposing the entire marketing process according to "time, sequence, and degree," that is, the timing of actions, the order, and the extent to which they are done. In this process, team division and collaboration, as well as the phased materials and scripts needed, form a standardized action template. For example, in the investment promotion process, how to answer consultation calls, how to receive visitors, how to introduce the company, how to introduce the product, how to let customers experience the product, and how to make customers feel the enthusiastic atmosphere all require standardized operations.
Principle 6: Promotion Should Be Entertaining When it comes to promotion, manufacturers often use trial, demonstration, roadshows, and buy-one-get-one-free offers. Most manufacturers still start from themselves, conveying messages like "This product is good" or "It's cheap today," but consumers have become numb to countless manufacturers, and these messages fail to attract attention, let alone lead to many purchases. To get many people to buy, you must first get many people to pay attention, and the core of attracting attention is whether it is fun or not. Manufacturers must add interactive and popular entertainment methods to boost popularity and capture eyeballs. The queue effect is infinite, and arranging a few undercover agents at the right time can have a very obvious effect.
Principle 7: Publicity Should Serve Marketing Manufacturers must deeply realize that all publicity must serve marketing, not advertise for the sake of advertising. Some manufacturers want to run CCTV product ads for investment promotion before having a single distributor on the ground. Others, whose ground terminals are well laid out and could increase sales through terminal reinforcement, also join the crowd to advertise on CCTV. These publicity efforts are, bluntly, the need for the enterprise to "masturbate (self-entertain)." We advertised on CCTV, but so what? Advertising requires continuity and must serve marketing. It also needs to follow the principle of when to run what kind of ads and to what extent. For example, investment promotion ads and terminal ads are different: the former emphasizes exchange value, while the latter emphasizes product value.
Principle 8: Means Should Be Pushed to the Limit Doing anything consists of goals, means, and results. In the entire marketing process, the big goal is composed of many small phased goals. Marketing is like mountain climbing: different road conditions require different means—some need rock climbing, some need brisk walking, some need slow walking. Sing different songs on different mountains, but you must sing each song beautifully. It's not that meeting marketing, telemarketing, and other means are outdated; it's about whether the enterprise has found suitable marketing means and pushed them to the limit.
-END- Click the title below to read directly: FMCG Distributor Professional Management Consulting 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