To help channel supervisors quickly get into work and make it easy to remember, Shengchu Consulting has compiled the following key points and methods for various channel operations based on years of experience and insights:
County-Level Supervisor: Know your area; total capacity, our volume; Competitor info, industry trends; customer minds, consumers; channel layout, core stores; know the above. Strengthen professionalism; go all out to assist sales. Plan globally, allocate rationally; control key points. Take the lead, guide; conclude market, propose plans. Know each channel; be specific. When things happen, don't panic; calm down, handle with ease. Replace damaged goods promptly; analyze customer feedback. Keep prices firm; control product flow. Summarize daily, prioritize; plan with routes. Don't promise beyond authority; keep credibility, value integrity.
Distribution Channel: Distributors are necessary; mom-and-pop stores, community stores; Small supermarkets, small restaurants; with networks, fill gaps. Distributors with good integrity; no counterfeits; Clear thinking, follow the manufacturer; loyalty is extraordinary. Have group buying, have networks; can deliver, good customer relations. Visit distributors frequently; chat more to build rapport. Summarize daily, prioritize; plan with routes; visit every two or three days. Notify in advance of activities. Monitor prices; control product flow. Know distributors well; keep clear records of purchases, sales, and inventory. Remember the boss's name; keep address and phone in mind; know preferences; important contacts too; Delivery person, boss's wife; keep credibility, value integrity.
Supermarket Channel: Large supermarkets have strong displays, new displays boost consumption. Get shelf space, add end caps; display stands work well. High traffic, wide influence; use well to build image. In large supermarkets, display well; position prominently. Horizontal lines, vertical planes; single product lines, series planes. On holidays, use end caps; promote to increase sales. Large supermarkets are well-located; near residential areas and offices; Convenient transportation, gather people; have group buying, retail is brisk. Visit large supermarkets frequently; chat more to build rapport. Summarize daily, prioritize; plan with routes. Before visits, know the purpose; visit every two or three days. Send greetings on holidays; notify in advance of activities. Know large supermarkets well; keep clear records of purchases, sales, and inventory. Remember key people; keep address and phone in mind. Finance, warehouse, and stock clerks; buyers, department heads, and promoters; know preferences; congratulate on birthdays.
Tobacco and Liquor Store Channel: Tobacco and liquor stores are very important; they have sales and image. Remember the 80/20 rule; keep it in mind forever. The 20% are key stores; they have high sales and must be controlled. The 80% are ordinary stores; they don't sell much but build image. Combine points and planes; product volume will surely rise. In tobacco and liquor stores, display well; position prominently. Horizontal lines, vertical planes; three single products, full series. Key stores are well-located; near residential areas and offices. Near hotels, there's foot traffic; good business; good integrity. No counterfeits; have ideas, follow the manufacturer. Key stores contribute greatly; strong group buying, brisk retail. Visit tobacco and liquor stores frequently; chat more to build rapport. Summarize daily, prioritize; plan with routes. Before visits, know the purpose; visit every two or three days. Be neither humble nor pushy in speech and manner; details determine success. Send greetings on holidays; notify of activities. Know tobacco and liquor stores well; keep clear records of purchases, sales, and inventory. Remember the boss's name; keep address and phone in mind. Salespeople, boss's wife; don't forget key people. Know preferences; often think and empathize. Think deeply before expressing opinions; raise objections promptly.
Catering Channel: Pay attention to catering stores; use small plates to drive large plates; The plate-in-plate strategy is evident here; grasp the big and also take care of the small. Key stores have great influence; target groups have many social engagements. Business and government affairs are strong; maintain well, word of mouth spreads. In catering stores, display is needed; on the wine shelf, make it prominent. Each single product should be on the shelf; place in the middle for easy access. Key stores are well-located; large area, many private rooms. Luxurious decoration, high grade; many units, bustling. Key stores have good integrity; no counterfeits; cooperative, contribute greatly; have sales, wide influence. Visit catering stores frequently; chat more to build rapport. Summarize daily, prioritize; plan with routes. Before visits, know the purpose; visit every two or three days. Send greetings on holidays; notify in advance of activities. Know catering stores well; keep clear records of purchases, sales, and inventory. Remember key people; keep address and phone in mind. Know preferences; don't forget important dates. Boss, warehouse keeper, and hall manager; cashier, finance, and waitstaff. Be honest, don't deceive; keep promises.
Group Buying Channel: Doing group buying is necessary; it brings sales and influence. Key people lead the drinking; subordinates follow. Visit group buying places frequently; chat more to build rapport. Go often, don't go empty-handed; summarize daily, prioritize. Plan with routes; visit every two or three days. Be neither humble nor pushy in speech and manner; details determine success. Send greetings on holidays; notify in advance of activities. Know key people well; know the trunk capacity. Keep address and phone in mind; know preferences. Be diligent in legs, tight-lipped; sharp-eyed, clear-headed.
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