---
title: "If You Only Distribute Products Without Follow-Up Actions, Products Won't Move—What's the Use of High Distribution Rates?"
description: "P&G once said: 'Even if you have the best product with the best advertising support, if 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. Factors like the product, the capability of distribution staff, and terminal resistance determine the outcome, but the most critical element is having the right distribution strategy and tactics. The right approach leads to success; with the right strategy, half the work is done, and with the right tactics, distribution will naturally follow."
author: "缪金宾"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2018-06-15"
language: "en"
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# If You Only Distribute Products Without Follow-Up Actions, Products Won't Move—What's the Use of High Distribution Rates?

> P&G once said: 'Even if you have the best product with the best advertising support, if 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. Factors like the product, the capability of distribution staff, and terminal resistance determine the outcome, but the most critical element is having the right distribution strategy and tactics. The right approach leads to success; with the right strategy, half the work is done, and with the right tactics, distribution will naturally follow.

"P&G once said: 'Even if you have the best product, with the best advertising support, if consumers can't buy it at the point of sale, you won't complete the sale!'

The importance of terminal distribution is self-evident, but distribution isn't something a company or distributor can just do smoothly. Factors like the product, the capability of distribution staff, and terminal resistance determine the outcome, but the most critical element is having the right distribution strategy and tactics. The right approach leads to success; with the right strategy, half the work is done, and with the right tactics, distribution will naturally follow.

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 wasted!' And the combination of tactics depends on the marketer's skill level.

**Distribution Rewards**

Chinese culture emphasizes 'reciprocity.' Distribution policies targeting terminals can quickly bridge the gap between products and terminals. In a market where products are homogeneous, many terminals care less about the product or 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 based on the situation, thereby encouraging terminal stores to stock up.

If classified by reward method, there are many types of distribution rewards, such as fixed rewards, tiered rewards, stocking 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 and study the process. Through initial pilot distribution, summarize which types of terminals are easier to stock, which market areas are easier, and adopt a strategy of tackling easy ones first. In terms of distribution channels, avoid direct competition, pay attention to overlooked terminals, or explore new terminal outlets to open new sales channels.

FMCG products typically involve 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 are hard to penetrate initially, consider starting with smaller outlets like convenience stores. If distribution in central urban areas faces resistance, consider starting from the outskirts and taking the path 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 can reduce distribution resistance and achieve a higher distribution rate.

That is, the company or distributor provides the terminal with an initial stock amount without immediate payment, and only when the terminal reorders after selling through does it require cash transactions. However, the initial stock quantity must be strictly limited, and necessary promotional activities should be paired to help the retail terminal generate sales quickly and enter a virtuous cycle.

**Point to Area**

Companies can concentrate resources, select key terminals or a specific region for breakthrough, and use the demonstration effect to expand distribution from point to area. They can start by activating large supermarkets or hypermarkets to set a benchmark, leveraging their influence to penetrate smaller surrounding terminals. Alternatively, they can start with some retail terminals in a small area to build confidence among other terminals that the product will sell well, 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 ones. By bundling new products with best-sellers and leveraging existing terminals of the best-sellers for 'piggyback sales,' they can lower resistance, get new products to retail terminals quickly, and thus reach consumers sooner.

**Consumer Pull**

If distribution resistance is too high, consider starting with consumers. Directly engage end consumers to stimulate their purchase enthusiasm. Once consumers are activated, terminals will anticipate good sales and proactively seek to stock the product, significantly reducing distribution resistance.

Specific ways to activate consumers include community promotions with on-site buy-one-get-one offers. For example, communicate with key terminals near a community that have refused to stock, conduct on-site sales promotions in the community, inform consumers that the product is available at the terminal, and attribute the day's sales profits to the terminal. This shows the terminal that the product moves easily, thereby stimulating them to stock up.

**Advertising Stimulation**

Using advertising to stimulate terminal stocking suits companies with strong financial resources. There are two approaches: advertising first, distribution second. Many terminals value advertising support; during distribution, inform them that advertising is underway to build confidence, showing the company's strength and commitment to the market.

Advertising also educates consumers about the product and brand, creating demand and pulling consumption, prompting some terminals to proactively request distribution. However, advertising in advance carries risks; if distribution goes poorly, it wastes advertising resources. The other approach is distribution first, advertising second. While this reduces risk and waste, distribution faces greater resistance, and promises of future advertising to drive sales may still leave terminals skeptical. Advertising-based distribution should align with the company's capabilities and strike the right balance between distribution and advertising.

**Use 'Decoys' to Entice**

After repeated distribution failures, companies can use 'decoy' tactics. Send staff to pose as customers visiting various terminals to ask about the product and express interest in buying. After multiple inquiries, the store owner will remember the product and feel it must sell well, making it easier for salespeople to distribute. Some companies even buy back the product to create an illusion of strong sales, reducing distribution resistance.

**Diligence and Persistence**

Many distribution staff lose confidence in a terminal after rejection and may not visit again. In distribution, the relationship with the terminal is a decisive factor. Terminals where staff have good rapport or are introduced by friends are easier to stock.

As the saying goes, 'First time strangers, second time acquaintances, third time friends.' After rejection, distribution staff 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, form a multi-person promotion convoy for team-based distribution. The convoy's parade creates a spectacle that attracts terminals. Before distributing in an area, conduct a convoy parade along the planned route, with unified product advertising on vehicles. Where allowed, play music or hang colorful flags to attract attention, creating a promotional atmosphere and buzz.

The parade influences terminals and builds brand familiarity. After the parade, promptly conduct team-based distribution with clear division of labor, achieving smooth distribution through coordinated teamwork.

Source: Sales and Market (cnmarket)

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