Building basic outlets is the cornerstone of brand development. Solid and professional development ensures a strong consumer base, sustained growth potential, and competitiveness. The author shares practical steps from market operations.

Specific operational steps:

  1. Preparation before visits:

    1. Based on a scientific Monday-to-Friday route, review reports to determine visit objectives: (1) re-develop outlets, (2) visit customers at scientific frequency, (3) arrange visual merchandising, (4) handle customer complaints, (5) collect competitor information, (6) take orders and collect payments, (7) deliver promotional items, (8) conduct activities.
    2. Check and prepare sales tools: (1) product brochures, (2) copy of business license, (3) copy of tax registration certificate, (4) copy of hygiene license, (5) copy of production license, (6) posters, (7) daily report forms, (8) pens, (9) banners, (10) USB drive with brand materials and computer (if available), (11) samples, (12) price list, (13) cloth, (14) transportation: bicycle, electric bike, bus pass, (15) other certifications and honors, (16) customer relationship items: small gifts, candies, cigarettes, etc.
    3. Maintain a neat and professional appearance, showing respect for customers. I have seen some salespeople visit customers in shorts, vests, and slippers, claiming to be close to customers. Salespeople must always represent the company's image and demonstrate professionalism.

  2. Greeting: Establish basic customer relationships.

    1. Maintain a respectful attitude.
    2. During initial visits, wait for customers to finish their tasks before communicating; do not proactively help (customers are often wary initially). Only after multiple visits and gaining trust can you help, further strengthening the relationship.
    3. Use customer relationship items appropriately (understand customer preferences, target effectively, and build relationships through children if possible).

  3. New product promotion:

    1. Use visual materials and website introductions to showcase company strength and product unique selling points and benefits.
    2. Handle objections. Prepare answers to various customer questions, form response patterns, and maintain your arguments from all angles to build professional credibility.
    3. Never guess on questions you don't understand; respond humbly and use company resources to resolve issues promptly.
    4. Use innovative promotional methods to attract customers: (1) prizes for orders, (2) promotional support, (3) price differential attraction, (4) small-area exclusive distribution.

  4. Store checks:

    1. Collect information: (1) competitor product varieties and specifications, (2) competitor purchase and retail prices, (3) current and upcoming channel and consumer activities by competitors, (4) competitor inventory levels.
    2. Check whether company product prices strictly follow the price system and whether there is vicious competition.
    3. Check whether company products meet safety stock levels, and whether there are slow-moving or out-of-stock products.
    4. Check whether displays are full, whether there are gaps in specifications, and whether products occupy main display positions.
    5. Check product appearance for quality issues. For problematic products, prepare evidence, reassure customers, and arrange timely replacements to avoid complaints.

  5. Merchandising and promotion:

    1. Follow the first-in, first-out principle; place products with earlier dates in front for easier sales.
    2. Visual merchandising improvement strategies: (1) maintain customer relationships, (2) rewards for displays, (3) display competitions, (4) exclusive display racks and promotion.
    3. Promotional strategies: (1) leverage customer relationships, (2) posters (maximize quantity with minimum standards, aim for positions outside the store and above products inside), (3) banners, (4) storefront lightbox brand promotion (flagship and chain storefronts look more professional), (5) hanging flags, (6) display boards (placed above products for clear messaging and to stimulate purchase).

  6. Immediate summary:

    1. Summarize reasons for customers not placing orders.
    2. Summarize next steps for follow-up promotions and services.
    3. Record detailed customer contact information.
    4. Summarize customer preferences, birthdays, family situations, etc.
    5. Record customer complaints, analyze causes, and develop solutions.
    6. Confirm order details.
    7. Inform customers of the next visit time.

  7. Follow-up actions:

    1. Handle complaints promptly.
    2. Deliver goods on time according to the scientific route.
    3. Distribute gifts promptly and manage them.
    4. Develop and execute product promotion plans targeting the customer base: (1) sample distribution, (2) sample discount exchange, (3) gift bundling, (4) shopping lottery, (5) free tasting, (6) shopping games and contests with prizes, (7) small community roadshows, (8) special pricing, (9) cashback on purchases, (10) public welfare activities tied to festivals to connect with consumers.

Basic construction requires persistent and systematic efforts from market personnel. Without these, a brand will lack a solid foundation and struggle to cope with fierce competition.

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