---
title: "How Can Traditional Salespeople Use WeChat to Build Terminal Relationships?"
description: "In the mobile internet era, instant messaging tools like WeChat have transformed sales interactions. This article discusses how salespeople can build and enhance terminal customer relationships through both online and offline methods, using WeChat to improve communication, drive sell-through, and create effective marketing campaigns."
author: "方刚"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2019-07-31"
language: "en"
canonical: "https://xinjignxiao.com/en/articles/how-can-traditional-salespeople-use-wechat-to-build-terminal-relationshi-ec94d7c1/"
markdown: "https://xinjignxiao.com/en/articles/how-can-traditional-salespeople-use-wechat-to-build-terminal-relationshi-ec94d7c1.md"
original_source: "https://mp.weixin.qq.com/s/0AqZojGU-RlaGRabwCNcYA"
translation: "https://xinjignxiao.com/zh/articles/%E4%BC%A0%E7%BB%9F%E4%B8%9A%E5%8A%A1%E5%91%98%E5%A6%82%E4%BD%95%E9%80%9A%E8%BF%87%E5%BE%AE%E4%BF%A1%E5%81%9A%E7%BB%88%E7%AB%AF%E5%AE%A2%E6%83%85-ec94d7c1.md"
attribution: "New Distribution — https://xinjignxiao.com/en/articles/how-can-traditional-salespeople-use-wechat-to-build-terminal-relationshi-ec94d7c1/"
usage_policy: "https://xinjignxiao.com/ai-policy.txt"
---

# How Can Traditional Salespeople Use WeChat to Build Terminal Relationships?

> In the mobile internet era, instant messaging tools like WeChat have transformed sales interactions. This article discusses how salespeople can build and enhance terminal customer relationships through both online and offline methods, using WeChat to improve communication, drive sell-through, and create effective marketing campaigns.

Click 'Read Original' for details.
In the mobile internet era, the use of instant messaging tools in sales ensures faster task completion, and the casual nature of WeChat reduces people's resistance to work, fundamentally changing the way people interact and behave.
Salespeople conducting terminal visits emphasize the eight-step visit process and customer relationships as basic skills.
> **Eight Steps of a Visit:** 1. Preparation, 2. Polite Greeting, 3. Store Inspection, 4. Display Improvement, 5. Product Promotion, 6. Purchase Promotion, 7. Review and Summary, 8. Record and Report.
>
>
>
>
> **Four Stages of Customer Relationship:** 1. Nothing to Say, 2. Only Formal Talk, 3. Normal Communication, 4. Open and Frank Talk.
**Online and Offline Customer Relationships**
When a salesperson enters a new store, they may face the awkward situation of having nothing to say to the store owner. It is necessary to break the ice through scripts and techniques to build a customer relationship.
**Offline Customer Relationship:** This is based on traditional deep distribution and terminal visits. Through frequent contact with store owners, organized scripts, behavioral interactions, and the impact of terminal operations, an emotional foundation is established. It accumulates like savings.
**Online Customer Relationship:** First, find the key person and add the store owner, owner's wife, and staff on WeChat. However, you'll find that just adding them is not enough; you still face the dilemma of having nothing to say. This will inevitably affect your offline relationship. Use techniques to advance, perhaps starting with 'likes' to break the ice and find common ground.
Second, for some store owners, if you interact frequently online, offline communication becomes very smooth. Of course, I don't mean to try every possible way to interact with all store owners, forcing awkward conversations, but you must understand this logic: not only offline relationships but also online relationships should be established.
**Online customer relationships can help you advance, improve, and solidify your offline relationships.** Of course, can you do sales without any relationship? Yes, but the probability is low. You'll notice that in store visits, some go smoothly, while others are difficult. Why difficult? Because there's no relationship.
**Fighting for Terminal Count and Sell-Through Rate**
In the traditional deep distribution environment, **Sales = Terminal Count × Sell-Through Rate × Product Variety**. Without a basic distribution rate, achieving sales is difficult; even with distribution, if there's no sell-through, sales won't be good; once terminal count and sell-through rate are solved, the next step is to address product variety, the issue of increasing or decreasing products, and accurate product upgrades.
**How to Solve Sell-Through**
In an era of material scarcity, store owners recommending our products, doing display and visual merchandising well, was enough to push competitors out of the market. Simple tactics worked repeatedly.
Now, in an era of material abundance, the basics still exist; we still need to do stack displays, shelf management, and visual merchandising, and do them better. But these alone won't solve the problem; we need to execute at a higher level on this basis.
**Initiating New Communication**
Old communication was advertising on traditional media like TV and newspapers. **New communication is targeted communication based on sales channels.** Let's simulate a sales scenario: this is a terminal store, all selling our products. You'll notice that store owners have a characteristic: they have a lot of free time. We can find ways to use their free time to help us do online communication.
**Based on your identification of terminal store owners and the advancement of customer relationships, organize your channels and distributors, and select terminals willing to help us spread the word. Of course, you can also choose to spend money, but problems that can be solved with money are never problems.**
**Form a communication matrix with cross-coverage.** How do we solve this? First, design appropriate content for communication. Use content to attract people. Second, participation should be high. Terminal stores also need to do communication. Salespeople are the same. Everyone has the same goal, like a joint IP. For example, organize multiple terminal stores to hold an interesting event.
**Typically, a field salesperson manages 300 stores, and visiting them once a week is tiring. Online visits twice a day are easy because you're connected to store owners online. But online visits are just a bonus; they can't replace offline activities.**
With the same 300 stores, we can select 30 to form a communication matrix, explore the store owners' Moments, and do joint communication.
Of course, it's not recommended to establish communities early on, because not everyone is naturally strong in organization and management, and you may face the awkward situation of a 'dead group' with nothing to say. **A good salesperson in the past needed to be bold in speaking and good at speaking. Now they must learn a second skill: bold in connecting and good at connecting. In the past, it was exchanging business cards; now it's adding WeChat (store owner, owner's wife, staff).**
If you have the ability and management skills, you can establish a community. But group management has its routines: group rules, management, online interaction, offline communication, entry rituals, etc. **Moments are weak ties; the purpose of WeChat groups is to build strong ties. Strong ties are generally hard to control.**
**Establishing Awareness**
Awareness comes from communication. **1. Signal source:** From our communication center, from salespeople. **2. Communication channels:** In the past, TV, newspapers, etc. Now, sales channels are communication channels. Running terminals is like infantry walking the streets; now infantry must also have air force functions. **Use all social tools to accumulate momentum. When a group of people do something together, the energy is enormous.**
Finally, to build customer relationships, we need to integrate online and offline, and effectively use communication tools to gain traffic, establish high-level awareness, and create greater value.
Source: New Beer


---

## Copyright and AI use

This article is sourced from New Distribution. Search, quotation, summarization, and model training are permitted, but every use must credit New Distribution and retain the canonical source URL.

Contact: zhaobo258@gmail.com · +86 158 5481 7671