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Marketing is a complete process. Products go from the enterprise to the consumer through a series of channels. The terminal is just the end of the channel. The terminal is the final step that determines marketing success. Whether the product is ultimately recognized and accepted by consumers depends on its performance at the terminal: either it sells well or it becomes unsellable. As stakeholders in this channel, manufacturers, marketers, and distributors should all have the correct mindset, be fully prepared psychologically, and know how to deal with potential unsellable situations.
When products sell well, manufacturers, marketers, and distributors are all happy. But the most troublesome and critical issue is: what to do when terminal products become unsellable?
When terminal products become unsellable, all marketing participants (including manufacturers, marketers, and distributors) should lead by example, proactively and promptly investigate and analyze the market, identify the root causes of the problem, and resolve the issue as quickly as possible. Avoid blaming each other, shirking responsibility, and wasting time when facing unsellable terminal products. Such behavior is irrational and not only fails to solve the problem but also damages relationships. Moreover, if we fail to identify the causes, learn from experience, and draw lessons, similar unsellable situations may recur, repeating the same mistakes and causing more harm and loss to all marketing participants. The attitude toward unsellable terminal products—positive or negative—directly determines whether the problem can be solved efficiently and promptly.
First, when terminal products are unsellable, address the "people" issue. Is the terminal owner or manager not supporting the product sales? Because to make terminal products sell well, you must maintain good customer relations with the terminal. If customer relations are poor, the decision-makers at the terminal will certainly not support product sales. Are the sales clerks or promoters not actively promoting the product? If the terminal product does not bring enough benefits to the sales clerks or promoters (such as commissions, treats, gifts, etc.), their enthusiasm for promotion cannot be mobilized. Is the sales method of the marketers or promoters incorrect? If the sales method is wrong, no matter how hard they try, it is not easy to sell the terminal product! Manufacturer marketers should take primary responsibility, improve customer relations and public relations based on the above situations, thereby reducing or eliminating the negative impact of terminal "people" on sales. At the same time, they should self-reflect, identify their own shortcomings that lead to poor sales, and immediately correct and improve.
Second, when terminal products are unsellable, examine the product itself. Does the product have advantages? What are its selling points? Do these selling points attract consumers? How does the product's quality and performance compare with competitors? What do consumers think of the product? Are the style, packaging, color, and size appropriate? Through a series of investigations, reflections, and analyses, determine the product's own problems. Although this may not directly alleviate the unsellable situation, it can provide reference for product adjustments and new product development through lessons learned, minimizing the chances of future terminal products becoming unsellable.
Third, when terminal products are unsellable, check whether the price is the cause. Look at how competitors price similar products, compare, and see if your price is set too high. How much higher is it? Then adjust the price downward based on the actual situation. One important point to note: in reality, it is not only high prices that hinder sales; sometimes low prices also hinder sales. This depends on the psychological price range consumers have for this type of product. If the product price is far below consumers' psychological expectations, they may perceive it as low-end or inferior and refuse to buy, also causing terminal product unsellability. Price has a significant impact on product sales. When products are unsellable, carefully review price issues and adjust prices promptly.
Fourth, when terminal products are unsellable, check whether the chosen sales channel is appropriate. For example, some products sell well in Supermarket A but are unsellable in Supermarket B; some products do not move in supermarkets but sell well in distribution channels. If such situations occur, it is likely that the channel selection is not ideal. In such cases, transferring the product from the unsellable channel to a channel where it sells well can generally solve the problem.
Fifth, when terminal products are unsellable, consider whether regional consumption habits are the cause. For instance, consumption habits differ between the south and the north, such as taste differences, customs taboos, cultural differences, usage habits, and value recognition. Different regions have their own habits and preferences for certain products. If unsellability is due to this, it can be resolved by transferring the product to a different region.
Sixth, when terminal products are unsellable, analyze promotional issues. Promotion is one of the important means to drive sales. Whether to do promotions, and how well they are executed, significantly impact sales. Promotion plays an important role in the marketing process, especially when new products are launched and become unsellable. When terminal products are unsellable, try promotions to interact with consumers and drive sales of the unsellable products. Common promotional methods for unsellable terminal products include: price reductions, bundling, gifts, and lucky draws. Promotions for unsellable terminal products must be taken seriously; never treat them casually just because they are unsellable. Before the promotion, plan carefully, list out the plan, and execute effectively. Promote in advance, create a strong momentum, place the promotional display in high-traffic areas, and make the display area large. Make every effort to create a good sales atmosphere. At the same time, train capable promoters and do effective customer interception at the terminal. If the promotion is done appropriately, unsellable terminal products can be handled well.
In summary, when terminal products are unsellable, do not panic or be impatient. Instead, calm down, investigate and analyze thoroughly, identify the causes, and apply the right remedies. You will surely solve the problem of unsellable terminal products.
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