For the liquor market in the off-season, repeat orders mean that consumers recognize the product and initially establish brand loyalty; for companies, it means that second-tier distributors and retail outlets accept the company and its products with confidence. For new markets and new products, this is not simply a matter of a second purchase, but more about brand distribution and sell-through. Therefore, achieving repeat orders requires companies and distributors to focus on these six points! Step 1: Deploy staff to stay on-site and lead by example Case: A certain baijiu company launched a new type of baijiu, which was a strategic product for the year. The initial launch failed because sales outlets found it hard to sell and were unwilling to reorder. The product had two major marketing challenges: first, how to make consumers understand and recognize the quality of the product; second, the product's price was relatively high, so how to make sellers identify with it and build confidence in recommending and introducing it. Solution: To successfully promote the product, after a closed-door intensive training on product knowledge and promotion techniques for all marketing personnel, they adopted a model where the entire marketing team stayed at outlets for training and promotional sales. The following two requirements were key: First, on-site staff were to conduct special intensive training for in-store sales personnel, with supervision and spot checks by higher-level managers; Second, each on-site person had to personally introduce and recommend the product together with the store owner or employees every day, and record the daily sales achievement rate in writing and submit it. After the activity, it was included in the assessment and separate rewards and penalties were given. As a result, the product was quickly reordered by sales outlets, and supply could not keep up with demand. Summary: To achieve healthy repeat orders at the retail level, companies must train relevant personnel in product knowledge and recommendation techniques; use publicity and promotions to educate target consumers about the product and guide consumption; cultivate the product sales environment and atmosphere at sales points; strengthen communication and training with relevant personnel at sales points; and develop "one-on-one" publicity and promotional activities for target consumer groups. Step 2: Channel setup and designated sales To achieve tracking management, designated sales outlets must be under monitored management, strengthening customer visits, product display, policy briefings, sales techniques, and other work. To do the second step correctly, the following aspects should be addressed:

  1. Deeply understand the channel distribution and categories of the specific market, and identify channel resources suitable for the specific product.
  2. Statistics and analysis of the location, business status, promotion capability, and sales capability of the selected sales points.
  3. Classify the outlets that have been stocked based on comprehensive evaluation and manage them by level.
  4. Develop a market visit plan, product display standards, and training and coaching programs for sales techniques at sales points to achieve full-process monitored management during the guidance period. Step 3: Train relevant personnel That is, train relevant personnel in product knowledge and recommendation techniques for the promoted product; use publicity and promotions to educate target consumers about the product and guide consumption; cultivate the product sales environment and atmosphere at sales points. To do the above work well, efforts should be made in the following aspects:
  5. Strengthen communication and training with relevant personnel at sales points, focusing on product promotion knowledge and skills, and use development prospects to boost everyone's confidence.
  6. Develop "one-on-one" publicity and promotional activities for target consumer groups.
  7. Do a good job in product display and publicity at sales points. Step 4: Inducement Use specific methods and strategies to stimulate the enthusiasm and desire of sales points to recommend and introduce the product, achieve sellers' loyalty to the product's distribution, and after product turnover is completed, repeat orders will come naturally. How to induce sales points to sell and achieve repeat orders?
  8. Formulate phased or tiered incentive policies to bind sales points with extra benefits.
  9. Agreement sales: establish the other party's long-term interests in writing.
  10. Develop clear inducement plans based on the different targets of inducement and pull.
  11. Increase guidance for consumers to make a one-time purchase, focusing on breaking through consumer awareness and recognition education. Step 5: Process management This refers to controlling the sales points, sales progress, and difficulties encountered during the process after completing distribution and seeding, using adjustment and regulation methods to implement process management that protects the points and seedlings. How to achieve effective control?
  12. Correctly understand and carry out marketing work for new markets and new products, and formulate a correct marketing plan that must be different from general marketing work.
  13. Treat new market and new product marketing as a continuous process, and focus on the guidance period work.
  14. Do a good job in tracking management of sales points, and promptly solve obstacles in the sales process, especially consumer awareness obstacles.
  15. Concentrate human, material, and financial resources to serve consumer awareness, one-time purchase, and sales point outbound delivery. Step 6: Persistence and endurance Case: After a certain liquor company completed the development and stocking of Market A, they sent salesperson Xiao Chen to operate it. Since the company's products had no special selling points or advantages among similar products, after the first round of distribution, the market showed no movement for a long time. After a return visit, the regional manager gave Xiao Chen no promotional support or sales advice, but only required him to visit all sales points every day, and by the time they visited together next time, all store owners and employees at all sales points should be able to call Xiao Chen by name and greet him warmly when he entered the store. Other than that, Xiao Chen didn't need to worry. To meet the manager's requirements, Xiao Chen visited sales points every day, built relationships with store owners and their employees, and focused wholeheartedly on establishing customer relationships. As a result, to Xiao Chen's surprise, when he met the manager's requirements, the sales points had already reordered many times. The previous problem of no repeat orders was solved effortlessly. Summary: "The more impression a salesperson makes in the minds of distributors, the more sales your product will have." In practice, salespeople often view distribution as a simple transaction, and even worse, as a one-off deal—unloading the goods and being done. However, when promoting new products or starting new markets, a salesperson can be a stranger to sales points, but if the salesperson cannot make their face known and accepted by key channel figures, multiple repeat orders will be hard to achieve. Strengthen the establishment of customer relationships at sales points, sell yourself to the sales points, and then the sales points will recommend your product to consumers. Therefore, to succeed, the following aspects must be done well:
  16. Instill the work philosophy of "sow first, harvest later" and fight a tough, protracted battle.
  17. In marketing management, use workload as the main work and assessment indicator, not specific sales amount or volume.
  18. Companies and marketing managers should establish an investment-oriented business mindset, because new market and new product work is itself an investment-type business activity. Method: First time strangers, second time acquaintances, third time business is done without discussion. -END- The best FMCG distributor learning platform in China Focusing on providing professional, practical, and actionable tutorials for companies 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, brand | 016 Distributor B2B transformation | [Long press QR code to follow]