Click 'Read Original' for details. Procter & Gamble once said: 'If you have the best product in the world with the best advertising support, but consumers can't buy it at the point of sale, you won't make the sale!' The importance of terminal distribution is self-evident, but distribution isn't something a company or distributor can just do smoothly. The product, the capability of distribution personnel, and terminal resistance are among the factors that determine the outcome. The most critical factor is having the right distribution strategy and tactics. If the strategy is right, half the battle is won; if the tactics are right, distribution will naturally succeed. So, in marketing practice, what strategies can effectively reduce distribution resistance? The following 10 basic distribution tactics are core skills every marketer must master. As the saying goes: 'If tactics are wrong, everything is in vain!' The combination of tactics depends on the marketer's skill level. Distribution Rewards Chinese people value reciprocity. Distribution policies aimed at terminals can quickly bridge the gap between the product and the terminal. In a market where products are homogeneous, many terminals care less about the product and brand and more about the preferential policies attached to distribution. During the product launch phase, companies should collaborate with distributors to proactively reach out and offer certain distribution rewards to terminals, thereby encouraging them to stock the product. Distribution rewards can be categorized in various ways, such as fixed rewards, tiered rewards, purchase rewards, account-opening rewards, promotional item support, free products, etc. Easy First, Difficult Later If resistance is too high during distribution, it's wise to analyze the process and summarize which types of terminals or market areas are easier to distribute to. Adopt a strategy of tackling easy targets first before moving to difficult ones. In terms of distribution channels, avoid direct competition, pay attention to overlooked terminals, or explore new terminal outlets to open up new sales channels. FMCG products typically have multiple types of terminals. For example, baijiu has catering outlets, specialty tobacco and liquor stores, supermarkets, and convenience stores. Considering channel competition, if high-volume terminals like catering outlets are difficult to penetrate initially, consider starting with smaller outlets like convenience stores. If distribution in central urban areas faces high resistance, consider starting from the periphery and moving inward, following the strategy of 'rural areas surrounding the cities.' Appropriate Initial Stock For small and medium-sized enterprises that cannot invest heavily in advertising to drive terminal sales, it's difficult to achieve cash-on-delivery distribution. If cash payment is strictly required, it may lead to higher sales costs. In such cases, offering an appropriate amount of initial stock (i.e., providing products on credit) can reduce distribution resistance and achieve a higher distribution rate. In other words, the company or distributor provides the terminal with an initial stock of products without immediate payment, and only requires cash payment when the terminal reorders after selling through. However, the amount of initial stock must be strictly limited, and it should be accompanied by necessary promotional activities to help the retail terminal sell quickly and enter a virtuous cycle. Point-to-Area Companies can concentrate resources on key terminals or specific regions to achieve breakthroughs, using demonstration effects to expand distribution from points to areas. Start by activating large supermarkets or hypermarkets to set a benchmark, then leverage their influence to penetrate smaller surrounding terminals. Alternatively, start by activating a few retail terminals in a small area to build confidence among other terminals that the product will sell well, thereby achieving the goal of using point activation to drive area distribution. Bundle and Drive To reduce distribution resistance for new products, companies can adopt a bundling strategy, using best-selling products to drive the distribution of new products. By bundling new products with best-sellers and leveraging the existing terminals of the best-sellers for 'piggyback sales,' you can lower the resistance for new product distribution, allowing new products to reach retail terminals quickly and meet consumers sooner. Consumer Pull If distribution resistance is too high, consider starting with consumers by directly stimulating their purchasing enthusiasm. Once consumers are activated, terminals will anticipate that the product will sell well and will proactively seek to stock it, thereby significantly reducing distribution resistance. Specific ways to activate consumers include community promotions, on-site buy-and-give activities, etc. For example, you can communicate with key terminals near a community that have refused to stock the product, conduct on-site sales promotions in the community, inform consumers that the product is available at the terminal, and give the day's sales profits to the terminal. Through such activities, the terminal can see that the product moves easily, thus stimulating them to stock up. Advertising Stimulation Using advertising to stimulate terminal stocking is suitable for companies with strong financial resources. There are two approaches: advertising first, then distribution. Many terminals value advertising support. When distributing, inform terminals that advertising is currently underway to build their confidence. Advertising demonstrates the company's strength and determination to operate the market. At the same time, advertising educates consumers about the product and brand, creating demand and pulling consumption, which can also prompt some terminals to proactively request distribution. However, advertising in advance carries higher risks; if distribution doesn't go smoothly, it can waste a lot of advertising resources. The other approach is distribution first, then advertising. While this has lower risk and less advertising waste, distribution resistance is high, and terminals may still have doubts about promises of future advertising support. Advertising-based distribution should be aligned with the company's resources, and the 'degree' of distribution and advertising must be carefully balanced. Using 'Decoys' to Entice After repeated distribution failures, companies can use 'decoy' tactics by sending personnel to pose as customers and inquire about the product at various terminals, expressing a desire to purchase. After multiple inquiries, the store owner will become familiar with the product and feel it should sell well, making it easier for salespeople to distribute. Some companies even go as far as buying the product themselves to create an illusion of strong sales, thereby reducing distribution resistance. Diligence and Persistence Many distribution personnel lose confidence in a terminal after being rejected and may not visit it again. In distribution, the relationship with the terminal is a decisive factor for success. Terminals where the distributor has good rapport or is introduced by friends are often easier to distribute to. As the saying goes, 'First time strangers, second time acquaintances, third time friends.' After facing rejection, distribution personnel should be patient and persistent, visiting and communicating more. During visits, they can help with tasks like organizing shelves or cleaning. By being diligent and persistent, they can win over the terminal and achieve smooth distribution. Promotion Team to Create Momentum During distribution, you can form a multi-person promotion team with vehicles to conduct team-based distribution. The parade of the distribution fleet can attract terminals' attention. Before distributing in a specific area, conduct a fleet parade along the planned distribution route, with unified product advertising on the vehicles. Where permitted, play music or hang colorful flags to attract passersby and terminals' attention, creating a promotional atmosphere and a sensational effect. The fleet parade can influence terminals and increase brand familiarity. After the parade, promptly conduct team-based distribution with clear division of labor, leveraging teamwork to achieve smooth distribution. Source: Sales and Marketing (ID: cnmarket)