---
title: "Efficient and Practical: The Process for Sales Reps to Develop Blank Outlets!"
description: "This article provides a practical guide for FMCG sales representatives on how to successfully develop blank outlets (new retail points). It emphasizes the importance of a firm purpose, proper preparation, keen observation, and effective communication to overcome store owner objections and secure new distribution points."
author: "李俊龙"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2015-01-24"
language: "en"
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# Efficient and Practical: The Process for Sales Reps to Develop Blank Outlets!

> This article provides a practical guide for FMCG sales representatives on how to successfully develop blank outlets (new retail points). It emphasizes the importance of a firm purpose, proper preparation, keen observation, and effective communication to overcome store owner objections and secure new distribution points.

**Reminder: Click the blue text above “FMCG Distributor Professional Consulting” to learn more about marketing and distributor internal management.**

**Firmly Establish Your Purpose for Entering the Store**

Facing increasingly fierce competition, every product is actively developing new outlets—circulation, special channels, catering, supermarkets... You want to fill this blank outlet, and so do others. Therefore, store owners face many such sales reps every day, and numbness is inevitable. So, in almost every store you enter, the owner will repeat these phrases: “Business is bad,” “It doesn’t sell,” “I don’t need it,” “I already have this,” “I’m not interested,” and so on. If you simply turn away because of the owner’s refusal, you won’t cover many stores in a day.

At this point, you must be firm: What is your purpose for entering the store? You want to secure this outlet, fill a blank channel, expand display space, and increase potential sales... With this in mind, you should understand: as long as the owner doesn’t kick you out, you should persist. At least he hasn’t shown aversion to you. If he allows you to talk, it means he might be interested in your product.

**What Should You Pay Attention to Before Entering the Store?**

1. **Your Image Gives the Product Personality**
   In the market, you not only represent the company but also the product. When the owner doesn’t know the product, your personality becomes the “product’s personality” in the owner’s eyes.
   As the saying goes, “Clothes make the man.” Everyone has a pursuit of beauty. If you were a store owner, and suddenly a “punk” style person appears, would it be a pleasant surprise or a shock? Or if you wear a vest and shorts, with slippers, what would your reaction be? Your clean and neat clothing, giving a capable impression, is itself an image of steady work; your product must also be good!

2. **Details Determine Success or Failure**
   - **Opening the door**: Most stores open their doors to welcome customers, but some stores may have their doors closed. If you enter, besides knocking and opening gently, don’t forget to keep the door in its original state. If the owner has requirements, follow them.
   - **Smoking**: Remember, don’t have a cigarette in your mouth when entering! You are not a customer, and you should also show that you are not a “vagrant.” Moreover, can you guarantee that all store owners like smoking?
   - **Rain**: Developing blank outlets is the hardest work, and rain won’t stop you. If you go in the rain, remember to wipe your feet on the cardboard in front of the door before entering. If there is no cardboard, you can help the owner lay one down. And don’t forget your umbrella; it’s better to leave it outside the door.

**After Entering the Store, “Observe All Directions and Listen to All Sides”**

1. **Look at Certificates**
   Every store has various certificates. After entering, look at them first. These certificates usually reveal two pieces of information: the owner’s name and the opening date. If you call out “Boss Liu” or “Brother Liu,” it subtly shortens the distance.
   The opening time can reflect the store’s credibility; the longer it has been open, the higher the credibility. If it’s a new product, credit sales may be inevitable after launch, so you must have a basic judgment on the terminal’s credibility.

2. **Observe the Owner**
   After entering, first observe the owner. Why? If it’s a woman, don’t offer a cigarette, because most women don’t like it; if it’s a man, offer a cigarette.
   Don’t just say “Hello” immediately; see what the owner is doing. If he is watching a movie, playing games, or reading a newspaper, think about common topics.

3. **Look at Competitors**
   After entering, carefully observe the same-price, same-tier competitors in the store (before the store visit, make adequate preparations: their prices, policies, market support, distribution status, etc.). Quickly organize your language to compare the advantages and disadvantages between us and competitors (brand, packaging, price, profit, awards, policies, etc.).

4. **Be Silent**
   If the store owner is talking with someone else, never interrupt. First, it’s polite; second, you can learn useful information from the conversation, which will help you.

**When Entering the Store, Speak the Key Points**

Generally, the main points when entering a store are: who I am, the advantages of my product and brand, price, policy, investment, and support. After talking for a long time, many owners seem indifferent. Why? If you talk so much, do you expect the owner to use simultaneous interpretation thinking to calculate profits themselves?

What does the owner care about most? Profit. You should directly tell him: what my policy can bring you, how to help you make money, and with evidence and reason, legally and reasonably, he will definitely listen carefully.

Let’s sort out the common questions store owners ask:

**Question 1: “I already have a product at this price.”**
   **Strategy: Compare advantages with competitors.**
   - First, see if such a product is already in the store.
   - If the price is the same, compare profit; generally, best-selling products have transparent prices and low profit.
   - If profit is the same, compare selling price; our product is closer to consumers and sells better.
   - If selling price is the same, compare packaging; our packaging is more upscale.
   - If packaging is the same, compare brand; our brand is more well-known and quality is more guaranteed.

**Question 2: “The product doesn’t sell; it doesn’t make money.”**
   **Strategy: Brand + Product + Support + Example.**
   - The brand has high awareness and reputation, widely recognized by consumers.
   - Good quality, good word-of-mouth; it sells well in a place not far from here (with similar consumption levels and habits).
   - There is sales support, brand promotion, etc. (elaborate in detail).
   - Set a benchmark: a nearby store (previously a core store) sells very well.

**Question 3: “Can you give a bigger policy?”**
   **Strategy: Take the initiative.**
   - Introduce the big policy.
   - Limited authority; need to fight for it from superiors (indicating you are considering his interests).
   - Amplify the policy: for example, if it’s one free bottle per case, you can amplify it to three free bottles for two cases (to encourage the terminal to stock more).
   - Use other gifts or premiums as policy substitutes.

**In the Store, Reflect Your Value Everywhere**

People are emotional animals; if you consider his interests, he will consider yours. The store owner helps you sell goods not only because it helps him make money, but also because he approves of you as a person. But you must understand that relationships are built gradually, and emotions are established step by step. Don’t let others steal your resources while you are “stealing a moment of leisure”!

Daonong recently opened a public account specifically about how traditional enterprises can do WeChat marketing well. If you are interested, you can follow it. Search for the WeChat ID above or scan the QR code below to follow.

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