Terminal sales begin with distribution. Whether you're a seasoned FMCG veteran or a newcomer, everyone talks about 'terminal success' and 'channel success,' but overlook that 'without a solid foundation, everything shakes.' Distribution is the most basic market groundwork. Do you know how to distribute? Have you encountered difficulties? Do you know how to solve them?

Strategy 1 Preparation before distribution

1. Communicate distribution policies early Organize distribution teams by office. Before each distribution stop, the office director should communicate distribution policies with the distributor in advance. The costs for distribution policies come from the May-June case-pick promotions and wholesale-retail price differences.

2. Plan distribution routes early To improve speed and efficiency, enhance targeting and effectiveness, and avoid multiple visits to the same outlet, the office director should plan specific distribution routes with the distributor in advance. In urban areas, plan routes focusing on circulation, internet cafes, small and medium restaurants, and commercial stall clusters. For urban-rural fringes, townships, and rural outlets, plan routes in conjunction with developing second-tier distributors.

3. Prepare products for distribution early Before arriving at a market, contact customers and factories to arrange product shipment to avoid 'people waiting for goods' or 'incomplete stock.' Ensure full-staff, full-effort, full-channel, and full-product-line distribution.

4. Prepare distribution tools early Prepare tools in advance, such as arranging and checking transport vehicles, preparing promotional materials, printing clear promotional policies, and printing daily distribution registration forms.

5. Train distribution skills early The office director should gather company sales staff and the distributor's sales team to study the distribution training materials issued by the region and conduct role-playing exercises on site. In short, training enhances distribution skills, ensuring maximum distribution results.

Strategy 2 Techniques during distribution

1. Divide labor and collaborate for team-based operations Work in pairs. At each terminal store, one person handles communication and negotiation with the owner, while the other manages shelf display and inventory counting.

2. Establish standard procedures for standardized operations

  • 1. Preparation before entering the store: Tidy appearance; check and update/put up outdoor posters.
  • 2. Good opening after entering: Find the right position and time to talk with the customer.
  • 3. Check shelf and inventory: Count shelf stock, warehouse stock, and check displays or special display areas.
  • 4. Merchandising: Place products in positions with more sales opportunities, check terminal inventory, adjust inventory using FIFO principle. Record near-expiry items and age, organize and seal unstocked inventory.
  • 5. Sales and replenishment: Provide professional order suggestions based on product inventory.
  • 6. Promotional product distribution: Introduce the current promotion, promote strategic products, and confirm today's order.
  • 7. Handle objections: Warn the owner about near-expiry items, and give clear answers to customer objections within your authority.
  • 8. Administrative tasks: Put up POP and banners; note competitor promotional information. Finally, say goodbye and leave.

3. Use distribution techniques to improve efficiency

  • Look: First, look at the retailer's shelf. Distributor staff often use a direct approach because they know the retailer well, asking directly. This can cause problems: if the owner is busy, they might say they have stock, or for new products, say 'next time.' This can lead to failed distribution.
  • Talk: Based on the shelf observation, find an entry point to talk with the retailer. I believe that first, by looking at the shelf, you can judge if the customer is effective. If so, you can introduce new products or expand the product range. Second, start the conversation with fast-moving products. Generally, talking about fast-moving products makes it easier to promote new products. In short, 'talking' is not directly about new products but finding a suitable reason and creating an appropriate environment to increase the chances of product promotion.
  • Promote: Through effective conversation, appropriately promote new products to the customer. Why 'appropriately'? Many retailers are wary of new products, especially when some manufacturers fail to fulfill promises after promotion, making customers feel deceived. Over time, customers become cautious. So, introduce new products appropriately during promotion.
  • Organize: Arrange product displays and organize old-date or expired products. Many people leave immediately after promotion. Whether the new product promotion succeeds or not, organizing is essential. This process is beneficial: it is good after-sales service, enhancing the manufacturer's image and the distributor's competitive advantage.

Strategy 3 Follow-up after distribution

1. Handover of new outlets For new outlets opened during distribution, hand them over to local sales reps and distributors immediately for focused follow-up and visits, ensuring they 'get in, sell fast, and thrive.'

2. Feedback on market issues For issues found during distribution, such as near-expiry or expired products, unpaid display fees, or product quality problems, communicate with customers immediately and resolve them promptly.

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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 eighteen skills | 013 KA operation methods and strategies | 014 First lesson for new sales | 015 Internet, brands | [Long press QR code to follow] To join QQ/WeChat groups, click: Read original text