This article is excerpted from Mr. Liu Wenxin's book: "Marketing Common Sense That Boosts Sales in Every Move"
1. Reasons for Poor Terminal Sell-Through (1) How many terminal outlets are there in the market? What is the distribution plan? How much has been completed? What is the terminal inventory? (2) Which channel is selling poorly? What are the reasons for poor sales? (3) Are there standards for terminal merchandising? How is the implementation? (4) Is the product placed in the best display position? Is it better than competitors? Is our product covered by competitors? (5) Do key personnel at the terminal know the pricing policy of our product? (6) Are the leading stores and core streets in the local core area controlled by our company? Is the store image up to standard? Is the promotion in place? Has a dominant area been formed? (7) Is there a standard product sales pitch? Can it move local people? Do terminal owners and staff master it? (8) How is the terminal relationship (customer relationship)? By answering the above questions, you can identify some reasons for poor terminal sell-through.
2. Simple Actions to Achieve Terminal Sell-Through Recently, it has been found that products in various industries have more or less terminal sell-through problems. In addition to terminal self-inspection, it is also necessary to improve sell-through from the product perspective. Sometimes all aspects of terminal work are done well, but sell-through still has problems. This is clearly a problem with the product itself. For example, the product's selling points are not persuasive enough, or the product is too imitative, causing consumers to switch to mature brands. Usually, the following aspects can be improved to achieve terminal sell-through.
(1) Improve the Product's Purchase Reason Go deep into the terminal and study whether the product's purchase reason is attractive to buyers. If it is difficult to impress customers, refine the sales pitch based on the original selling points. The pitch should be simple, and discover points that move buyers at the terminal. Refine a pitch of no more than three sentences, and then teach this simple pitch to terminal staff. In other words, the product's selling points may be hard to articulate, but the terminal product pitch must be something that salespeople, terminal promoters, and store owners can say easily and effectively.
(2) Focus on 20% of Stores to Generate Results This is also the focus principle. By concentrating efforts on 20% of stores, you build confidence in other stores, create a hot-selling atmosphere, and thereby achieve sell-through in the entire region.
(3) Use of Merchandising Materials Basic work is key to terminal sell-through. Place the product in the best position, for example, at a height of 1.5 meters, which is best for visibility and convenience; also create a display stack (dump bin) at the terminal to create a hot-selling atmosphere. Also, make good use of posters, POP, display stands, banners, etc., to dominate the terminal's high ground with overwhelming advantage.
(4) Build Strong Terminal Relationships Think about it: who influences sales at the terminal? Obviously, it's the store owner and the staff. Since they play a key role, make them familiar with our product and willing to introduce it. People are willing to introduce things they are familiar with, so refining the terminal pitch is crucial. First, it should be easy to remember and say; second, it should have characteristics that make it easy for them to promote. This completes the first step. Additionally, treat them differently. For staff, give small favors each time you visit; for the owner, besides small favors to make them feel you are savvy, constantly remind them of the profit benefits of selling our product.
Special Notice: ("Marketing Common Sense That Boosts Sales in Every Move" has been published by Enterprise Management Publishing House and is available on Dangdang, Amazon, and JD.com, currently at a discounted price of around 30 yuan.)
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