---
title: "Four Methods, Five Core Elements, Six Factors: A Comprehensive Analysis of Terminal Sales Promotion!"
description: "Many companies face the puzzle: after successfully recruiting distributors and stocking a new product, they expect smooth sales, but suddenly find the product isn't moving at the terminal. This article analyzes the six factors affecting terminal sales, proposes four methods to boost it, and details five core elements for successful implementation."
author: "朱志明"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2014-08-24"
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# Four Methods, Five Core Elements, Six Factors: A Comprehensive Analysis of Terminal Sales Promotion!

> Many companies face the puzzle: after successfully recruiting distributors and stocking a new product, they expect smooth sales, but suddenly find the product isn't moving at the terminal. This article analyzes the six factors affecting terminal sales, proposes four methods to boost it, and details five core elements for successful implementation.

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Many companies face this puzzle: after successfully recruiting distributors and stocking a new product, they expect smooth sales and abundant profits, but suddenly find the product isn't moving at the terminal! Sales staff become disheartened, terminals lose confidence, and after a month, distributors start demanding returns... Why does a new product stall at the terminal? How can we make it move?

**I. Analysis of Six Factors Affecting Terminal Sales**

**1. Product factors:** Whether the new product's taste is suitable, whether the price positioning is reasonable, whether the packaging grade supports the price, whether consumers like it, and whether the product mix is reasonable.

**2. Brand factors:** Brand image, awareness, and reputation.

**3. Advertising factors:** Insufficient intensity, lack of creativity, weak impact, and media selection issues.

**4. Terminal factors:** Terminal cooperation, strong competitor counterattacks, display design, promotional activities, and terminal distribution.

**5. Personnel factors:** Sales staff quality, work enthusiasm, work methods, and handling of manufacturer-distributor relationships.

**6. Methods of terminal sales:** Brand influence, advertising communication, promotional guidance, and promotional activities.

**II. Four Methods for Terminal Sales**

**1. Buyout Terminal – Use Relationships**
- When bought out by competing brands
- Product cannot be displayed on tables
- Small quantities, increase visit frequency
- Strengthen relationships with lobby managers and bar staff
- Develop undercover promoters, increase rewards
- Target group consumption in the venue
- Find core consumers who bring their own alcohol

**2. Exclusive Promotion – Better Use of Resources**
- Terminals bought out by the company
- Terminal visualization and standardized display
- Use of terminal display racks and advertising materials
- Expand recommendation surface to guests
- Good, comprehensive relationships
- Promotional guidance
- Promotional activities
- Concentrated, intensive consumer promotions

**3. Same-Venue Promotion – Who Is Better?**
- Both our brand and competitors have promotions
- Good, comprehensive relationships
- Better display and publicity
- More novel and powerful promotional activities
- Arrange better promoters, guide them to expand activities
- Develop undercover promotion among waitstaff
- Get the best promotional private rooms

**4. Natural Sales – Who Is Willing to Do More?**
- No brand promotions
- Good, comprehensive relationships
- Terminal visualization and standardized display
- Use of terminal display racks and advertising materials
- Implement table displays
- Develop undercover promotion
- Strengthen terminal trade promotion

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**III. Five Core Elements of Terminal Sales**

**1. Relationship Management:**
- Combine dispersed and concentrated relationships; combine interests and emotions; combine routine and differentiation.
- Relationship goals: waitstaff, lobby managers, hotel owners, or consumers (frequent customer programs).
- Relationship targets: Identify key relationship figures and use resource concentration principles for public relations.
- Relationship files: Establish files for waitstaff, lobby managers, hotel owners, and regular customers. Include name, phone, address, position, role, entertainment preferences, gift preferences, special anniversaries, people and events they care about, recent challenges, and PR records.
- Relationship requirements: Require relevant personnel to establish friend-like cooperative relationships with targets.
- Relationship classification: Salespeople mainly target waitstaff, lobby managers, warehouse staff, and finance; promoters mainly target waitstaff and consumers; sales supervisors or managers mainly target lobby managers.
- Relationship standards (resource allocation): e.g., core hotels 150 yuan/month per store, key hotels 50 yuan/month.
- Relationship methods: Sales staff or supervisors propose specific PR execution plans for key figures, approved by the manager before execution.
- Dispersed relationships: Sales staff or supervisors conduct single PR activities based on hotel specifics, following standards. Generally, fill out a PR application form (target, number, entertainment or gift method, purpose, cost), execute after approval; in special cases, apply by phone, execute after approval, then fill out the form. Costs must be applied by supervisors; phone applications must not exceed 30 yuan. If dispersed relationships fail, switch to concentrated.
- Concentrated relationships: The company conducts a monthly themed PR activity, e.g., "XX Night," inviting key targets in categories to interact with our business and promotion teams through collective entertainment, dinners, or receptions to strengthen hotel relationships. Cost controlled within 2,000 yuan per event.

**2. Visual Merchandising:**
- Is our visual merchandising more advantageous than competitors'?

**3. Terminal Packaging**
- Image packaging
- Material usage

**4. Personnel Status**
- Sales staff allocation: Transfer strong maintenance staff to core hotels, each responsible for 5-6 stores.
- Promoter allocation: Transfer excellent promoters to core hotels; later, consider moving average promoters to core hotels and excellent promoters to key hotels.
- Management: Divide areas, posts, stores, and targets to individuals; implement pressure management; clarify work content, requirements, and frequency for core hotel staff; build hotel files, regular customer files, and key personnel files.
- Adaptability: Personnel adjustments must fully consider accumulated relationships, work characteristics, and capabilities.
- Allocation method: Determined by market analysis meetings at supervisor level or above, with execution plans.

**5. Promotional Activities for Sales Promotion**

a) Significance of promotion
- Broadly, promotion uses advertising, PR, sales promotion, personal selling, sales incentives, etc., to boost sales.
- Narrowly, it's sales promotion in the general sense.
- Promotion builds a communication bridge between products and consumers through special or series of means or tools.
- Promotion disseminates and releases corporate or product information.
- The essence of promotion is to maximize and sustain sales with the most suitable methods and most economical investment.

b) Forms of promotion
- Trade promotion: Promotions by manufacturers or enterprises to distributors, wholesalers, terminals, etc., in the product flow chain. Common forms: market support, material support, rebate policies, incentive policies, marketing training, marketing guidance.
- Consumer promotion: Activities by product sellers to stimulate consumer demand. Common forms: free gifts, cash discounts, product demonstrations, usage guidance, after-sales service.

c) Forms of trade promotion
- Market support: Provide a certain percentage of input support based on purchase volume for market development and consumer promotion.
- Material support: Provide a certain amount of promotional items and publicity materials to enhance product sales power and image.
- Incentive policies: Provide different proportions of rewards (products, items, cash) based on sales volume to motivate distributors to sell more.
- Marketing training and guidance: Improve distributor work quality and enthusiasm, prompting them to achieve more sales and greater profits.

d) Problems and solutions in trade promotion
- Drawbacks: Dependency, channel conflict, price chaos.
- How to avoid dependency: Guide distributors to invest together, strengthen marketing guidance and training, moderately implement item or cash rewards.
- How to control channel conflict and price chaos: Strengthen market control, increase penalties, effectively guide market operations, use special packaging or labels, and choose good timing for trade promotion.

e) Forms of consumer promotion
- Free gifts: Promotional items, large consumer goods, buy-one-get-one, special items like flowers, souvenirs, collectibles.
- Cash discounts: Price reductions, scratch cards, points cards, prizes in bottles (e.g., cash inside).
- Product demonstrations: Explain usage, verify reliability and safety.
- After-sales service: Usage effects, free accessories.

f) Role of consumer promotion
- Encourage trial consumption and product awareness.
- Create taste dependency and habitual consumption.
- Generate brand preference and loyalty.
- Foster word-of-mouth and expand influence.
- Cultivate opinion leaders and build affinity.
- Strengthen consumer attitudes and encourage repeat purchases.

g) Timing and methods of consumer promotion
- **Product introduction stage:** Timely promotion to increase awareness; intensive promotion to reinforce awareness; targeted promotion to meet core consumer needs.
- **Product growth stage:** Combine point and surface promotion to create sales atmosphere; rhythmic promotion to reduce investment; multiple promotions to create illusions and build momentum.
- **Product maturity stage:** Gradually cancel single-point promotions to form habitual consumption; strengthen communication surface to create brand effect.
- **Product decline stage:** Vigorous promotion to stabilize consumption; joint promotions to integrate resources and reduce costs; interactive promotions to pave the way for new product launches.

Terminal sales is the key to ultimately gaining market share. Of course, there are more ways to accelerate product flow at the terminal. The above "five methods" are just some of the more common ones. After launching a new product, manufacturers must comprehensively consider and apply these based on their own product and competitive environment. I hope these five methods help you achieve success in ground sales and ultimately win comprehensively!

Article reprinted from WeChat public account: Baijiu Distributor Academy

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