---
title: "Practical | Analysis of Application Scenarios for Distributor Order-Taking Mode: Is It Really More Efficient Than Mobile Sales?"
description: "Five years ago, distributors in the south began to switch to the order-taking mode, while most in northern Jiangsu still used the mobile sales model. Although mobile sales is simple and practical, rising labor and distribution costs are challenging traditional sales models. This article explores the pros and cons through interviews with two distributors in Ganyu County, Lianyungang City, Jiangsu Province, who have adopted the order-taking mode, showing that it can increase store visits, improve market coverage, and boost sales significantly."
author: "舟谱数据"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2017-03-28"
language: "en"
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# Practical | Analysis of Application Scenarios for Distributor Order-Taking Mode: Is It Really More Efficient Than Mobile Sales?

> Five years ago, distributors in the south began to switch to the order-taking mode, while most in northern Jiangsu still used the mobile sales model. Although mobile sales is simple and practical, rising labor and distribution costs are challenging traditional sales models. This article explores the pros and cons through interviews with two distributors in Ganyu County, Lianyungang City, Jiangsu Province, who have adopted the order-taking mode, showing that it can increase store visits, improve market coverage, and boost sales significantly.

**Source: Zhoupu Data (ID: zhoupudata);**
**Statement: This article has been authorized by the author;**
Five years ago, distributors in the south had already begun to switch to the order-taking mode; while in the north of Jiangsu, most still used the mobile sales model. To a certain extent, mobile sales is indeed the simplest and most practical sales model: salespeople carry goods in vehicles to visit customers, sell and collect payments on the spot, and complete a series of tasks such as product display and customer relationship maintenance.
However, with the continuous increase in labor and distribution costs, the traditional sales model and terminal maintenance of distributors are facing severe challenges. Sticking to mobile sales results in low efficiency and management difficulties; choosing order-taking brings many concerns and an uncertain future. How should one choose between mobile sales and order-taking? With these questions, we visited two order-taking distributors in Ganyu County, Lianyungang City, Jiangsu Province.
One is Lianyungang Liyuyuan Trading Co., Ltd., which mainly deals in Daliyuan food products. They have been using the order-taking mode for 6 years, and sales have doubled compared to before, with salespeople's wages also significantly increased. Talking about the essence of order-taking, General Manager Li of Liyuyuan said that order-taking breaks through the limitation of vehicle inventory. Previously, if a certain product was sold out, they couldn't go to the next store to sell.
Xiao Zhang, a salesperson at Liyuyuan, told us that he used to visit more than 30 stores a day with a full load of goods, but only 15 stores placed orders, which was inefficient and wasted too much fuel. Now, he only needs to drive with a product catalog and a mobile phone to visit customers. Without the burden of goods, he can visit more than 20 stores in one morning. Besides placing orders on the spot, Xiao Zhang also helps retail stores with shelf arrangement and provides display suggestions based on actual conditions. Moreover, the delivery driver the next day will also do a second display for the stores, further improving terminal maintenance.
Under the order-taking mode, the number of store visits increases, the market coverage rate improves, and sales naturally go up. Now Liyuyuan Trading has fully adopted the order-taking sales model. However, when they first adopted the order-taking mode, they also encountered many confusions:
**1. Can retail stores accept the order-taking mode at the beginning?**
Answer: At first, they were indeed a bit unaccustomed, but when the salesperson brought product catalogs or samples, they could see the products intuitively and accepted this method.
**2. Is the order-taking process complicated? Will it affect sales?**
Answer: As long as the customer relationship foundation is solid, order-taking will go smoothly. Moreover, the order-taking mode is not limited by vehicle inventory, so salespeople can visit more stores. The number of store visits and visit frequency increase, the product backlog in retail stores decreases, and store display maintenance is more frequent and professional. Sales have doubled compared to before.
**3. Will salespeople resist the order-taking mode?**
Answer: At first, there was some resistance, worrying that delivery might not be in place and other reasons could affect customer relationships and sales. But after actual implementation, they found that not only did delivery not lag behind, but the order closing rate increased instead of decreasing. Salespeople's income increased, so naturally they support this mode.
**4. Will the order-taking mode significantly reduce costs?**
Answer: Labor and logistics distribution costs decreased slightly, but sales indeed increased a lot, and terminal service levels also improved.
General Manager Li pointed out that although the order-taking mode is an inevitable trend in the distribution industry, using the right methods is also important. **The following points must be noted during the implementation of order-taking:**
Business areas must be clearly divided. Salespeople should not visit too many towns in one day, but should focus on deep cultivation of the same area, striving not to miss any small store. If daily gains are small, yearly gains will be large. Each small store orders a little every day, and sales accumulate this way.
Carry product catalogs. When visiting, carry a catalog for customers to view, otherwise customers won't have an intuitive impression of the products. Of course, samples can also be carried (if you don't mind the cost of samples).
Increase salesperson commissions. The order-taking mode blocks supervision loopholes such as the separation of goods and payments, and correspondingly increasing salesperson commissions also helps boost their business enthusiasm. General Manager Li's salespeople earn far more than ordinary mobile salespeople in Ganyu County, and the employees' enthusiasm is self-evident.
Product display. It is necessary to require salespeople to ensure store service levels during visits and deliveries, for example, by requiring salespeople to take photos of the retail store's storefront and before-and-after display photos.
The other distributor is Dingli Food, which mainly deals in Carlsberg. According to the owner, since the company's development, the various "troubles" brought by the mobile sales model have largely increased costs: management loopholes in salespeople, blind sales routes, low store visit efficiency... Just last week, the company switched from mobile sales to the order-taking mode, and sales achieved a nearly 20% increase.
In addition to these two distributors, several large distributors in a certain FMCG industry association in Ganyu County have also begun to try the order-taking mode, which is quietly emerging in the Lianyungang area. Looking at the entire FMCG circulation industry, distributors using the mobile sales model are troubled internally by sales, inventory pressure, and efficiency issues, and externally by huge pressure from manufacturers and terminal channels. Distributors are squeezed on both sides, and no matter how talented they are, they cannot fully exert their abilities.
Just like the dispute between sitting merchants and traveling merchants sixteen years ago, the order-taking mode has become a major trend in today's FMCG circulation industry. The transformation of the sales model is not achieved overnight, but change will inevitably go through pain, and after the pain, there will be a vast and open sky.
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