Marketing is a complete process, from production to the consumer, passing through a series of channels, with the terminal being the final step. Whether a product is accepted by consumers depends on its performance at the terminal, which can either be a sellout or a dead stock. All parties involved—manufacturers, marketers, and distributors—should have the right mindset, be fully prepared, and know how to solve the problem when products become unsellable.

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 are unsellable.

When encountering unsellable terminal products, all marketing participants (including manufacturers, marketers, and distributors) should lead by example, proactively investigate and analyze the market, identify the root causes of the problem, and resolve the issue as quickly as possible. Avoid blaming each other or shirking responsibility, as this is not only unwise but also wastes time and damages relationships. If the causes are not properly identified and lessons learned, similar problems may recur, leading to repeated mistakes and greater harm to all involved. The attitude toward unsellable terminal products—whether positive or negative—directly determines whether the problem can be solved efficiently and promptly.

First, address the "people" issue.

  • Is the terminal owner or manager not supporting the sales of the product? To make products sell well, it's essential to maintain good relationships with the terminal. If the relationship is poor, those in charge will not support the sales.
  • Are the sales clerks or promoters not actively promoting the product? If the product does not bring enough benefits to them (such as commissions, treats, gifts, etc.), their enthusiasm cannot be aroused.
  • Are the marketing staff or promoters using the wrong sales techniques? If the sales approach is incorrect, no matter how hard they try, it's difficult to sell the product. Marketing staff from the manufacturer should take primary responsibility, improve customer relations and public relations based on the above, and reduce or eliminate the negative impact of "people" on sales. They should also self-reflect, identify their own shortcomings, and correct them immediately.

Second, examine the product itself. Does the product have advantages? What are its selling points? Are these selling points attractive to consumers? How does its 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, thinking, and analysis, determine the product's issues. Although this may not directly alleviate the unsellable problem, it can provide insights for product adjustments and new product development, minimizing future unsellable situations.

Third, consider pricing. Check how competitors and similar products are priced. Compare and see if your price is too high, and by how much. Then adjust the price downward based on the actual situation. However, note that high prices are not the only obstacle; sometimes low prices can also hinder sales. This depends on consumers' psychological price range for the product. If the price is far below their expectations, they may perceive it as low-end or inferior and refuse to buy, also causing unsellable products. Price has a significant impact on sales, so when products are unsellable, review pricing and adjust promptly.

Fourth, evaluate the sales channels. For example, a product may sell well in Supermarket A but not in Supermarket B, or it may not move in supermarkets but sell well in distribution channels. In such cases, the channel selection may be inappropriate. Transferring the product from the unsellable channel to a channel where it sells well can usually solve the problem.

Fifth, consider regional consumption habits. Some products have different consumption habits in the south versus the north, such as taste differences, taboos, cultural differences, usage habits, and value recognition. Different regions have their own preferences for certain products. If unsellable products are due to these reasons, transferring to other regions can solve the issue.

Sixth, analyze promotional issues. Promotion is a key tool to drive sales. Whether to promote, and how well, significantly impacts sales. Promotion plays an important role in marketing, especially when new products are unsellable. When terminal products are unsellable, try promotions to interact with consumers and boost sales. Common promotional methods include price reductions, gifts, bundling, and lucky draws. Promotions for unsellable products must be taken seriously; do not treat them lightly just because they are slow-moving. Plan carefully, execute effectively, promote in advance, create a strong atmosphere, place displays in high-traffic areas, and make the display area large. Train capable promoters to intercept customers at the terminal. If promotions are 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. The problem can definitely be solved.

- END-

China's best FMCG distributor learning platform 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 the 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 Eighteen Skills | 013 KA Operation Methods and Strategies | 014 First Lesson for New Salespeople | 015 Internet and Brands | 016 Distributor B2B Transformation | [Long press QR code to follow]