---
title: "Six Steps to Classic Terminal Reorders: Bookmark This!"
description: "The success of new market development and new product launches is marked by secondary wholesalers and terminal retailers making repeat purchases (reorders) through cyclic restocking. Achieving reorders in new markets or for new products is not simply a second purchase; it results from consumer acceptance and initial brand loyalty, as well as the trade's confidence in the company and its products. To achieve reorders, six steps are required: selection, positioning, training, inducement, control, and persistence."
author: "New Distribution"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
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published: "2018-05-23"
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# Six Steps to Classic Terminal Reorders: Bookmark This!

> The success of new market development and new product launches is marked by secondary wholesalers and terminal retailers making repeat purchases (reorders) through cyclic restocking. Achieving reorders in new markets or for new products is not simply a second purchase; it results from consumer acceptance and initial brand loyalty, as well as the trade's confidence in the company and its products. To achieve reorders, six steps are required: selection, positioning, training, inducement, control, and persistence.

The success of new market development and new product launches is marked by secondary wholesalers and terminal retailers making repeat purchases (reorders) through cyclic restocking.
Reorders in new markets or for new products are not simply a second purchase, because reorders result from consumers recognizing the product and initially building brand loyalty, and from the trade accepting the company and its products with confidence. To achieve reorders, six steps are required.
Step 1: Select
"Select" means determining the direction and targets. Whether developing new markets or launching new products, it is usually necessary to conduct market positioning, market selection, consumer segmentation, and product segmentation, and then position channels and outlets. Marketing, in a sense, is about delivering the right products to consumers through channels to achieve consumption.
Segmentation is the foundation for successful new market development and new product launches, because the trend from mass to niche is unstoppable. How to do "select" well?
1. Deeply study the market environment and identify opportunities from market characteristics.
2. Segment consumer groups and summarize the individual and regional characteristics of different consumer segments.
3. Analyze and position products, correctly understanding the product's mission and its market mission, and effectively combine them.
4. Classify channels and select channels based on the specific product, avoiding blanket distribution, and achieving the marketing behavior of sowing good seeds in fertile fields.
Those who have worked in large FMCG companies have been brainwashed with "full distribution, full coverage," but according to current trends, products should cover appropriate channels, which may be one or several, unless you are one of the few FMCG giants.
Step 2: Position
"Position" means determining channel setup and achieving designated sales points; determining the initial order quantity based on the sales point's promotion and sales capabilities; and managing sales points by category or level.
Channel setup means selecting channels suitable for product flow or that can achieve product flow, and achieving designated sales points. For new markets or new products, blooming everywhere may not be good; only by selecting the right channels can products connect with consumption and achieve first purchase. At the same time, whether developing new markets or launching new products, making consumers experience the product for the first time and form a good first impression is the core of the work. Conversely, avoid sowing good seeds in the desert or bad seeds in fertile fields, so as not to damage market or product resources or leave a bad impression of the company and its products.
To achieve tracking management, designated sales points must be monitored, strengthening customer visits, product display, policy promotion, and sales skills. To do step 2 correctly, focus on the following:
1. Deeply understand the channel distribution and categories in the specific market, and identify channel resources suitable for the specific product.
2. Collect and analyze data on the location, business status, promotion capability, and sales capability of selected sales points.
3. Classify and manage outlets that have received goods based on comprehensive evaluation.
4. Develop market visit plans, product display standards, and sales training programs for sales points, achieving full-process monitoring during the guidance period.
A good plan is the beginning of success. Do not do things piecemeal; develop and cover systematically. When the time is not ripe, learn to "let go," otherwise you will need to adjust in the short term, wasting manpower and laying hidden dangers.
Step 3: Train
"Train" means training relevant personnel on product knowledge and recommendation skills; using publicity and promotions to educate target consumers about the product and guide consumption; and cultivating the sales environment and atmosphere at sales points. To do this well, focus on the following:
1. Strengthen communication and training for sales point personnel, focusing on product promotion knowledge and skills, and use development prospects to enhance confidence.
2. Develop "one-on-one" publicity and promotion activities for target consumer groups.
3. Do a good job of product display and publicity at sales points.
Facts have proven that increasing the first-trial rate is the best promotion method; please cherish valuable resources.
**Strategy: Station staff at outlets, teach by example**
A milk powder company launched a new formula milk powder, a strategic product for the year. The initial launch failed because sales points were unwilling to reorder due to difficulty in selling. The product had two major marketing challenges: first, how to make consumers understand and accept the product's functions; second, the product's high price, and how to make sellers identify with it and build confidence in recommending it.
Due to the company's limited resources, media advertising was out of the question. To successfully promote the product, after closed-door training for all marketing personnel on product knowledge and promotion skills, they adopted a model of stationing the entire marketing team at outlets for training, promotion, and sales. Two key requirements were implemented: first, stationed staff had to conduct special centralized training for in-store sales personnel, with supervision and spot checks by higher-level managers; second, each stationed person had to personally introduce and recommend the product with the store owner or employees every day, and record the daily sales achievement rate in writing and submit it, with rewards and penalties after the activity. As a result, the product quickly saw continuous reorders from sales points, and supply fell short of demand.
To achieve healthy reorders at the terminal, companies must train relevant personnel on product knowledge and recommendation skills; use publicity and promotions to educate target consumers and guide consumption; cultivate the sales environment and atmosphere at sales points; strengthen communication and training for sales point personnel; and develop "one-on-one" publicity and promotion activities for target consumer groups.
Step 4: Induce
"Induce" means to entice and attract, using specific methods and strategies to stimulate sales points' enthusiasm and desire to recommend and introduce the product, achieve the seller's loyalty to the product, and then reorders will come naturally after product turnover. How to induce sales points to sell and achieve reorders?
1. Develop phased or tiered incentive policies to bind sales points with extra benefits.
2. Use agreement sales to establish long-term interests in writing.
3. Develop clear inducement plans based on the different targets of inducement and pull.
4. Increase guidance for consumers to make a first purchase, focusing on breaking through consumer awareness and acceptance education.
The "push" and "pull" actions are still necessary, otherwise the product will be "forgotten" over time. One reminder: discount promotions are becoming less attractive to consumers, so allocate promotion resources wisely, avoid high-frequency, high-intensity single discount activities, and develop a promotion plan for at least one year.
Step 5: Control
"Control" means after completing the layout and sowing, controlling the sales points, sales progress, and difficulties encountered, using adjustment and regulation to implement process management that protects points and seedlings.
In reality, most marketing personnel treat new market and new product development as ordinary sales work. First, they simply sell goods without instilling product knowledge, selling points, and sales skills into sales point personnel, thereby building their confidence and establishing initial customer relationships. Second, they promote blindly, lacking clear targets and proper methods, treating the promotion period for new markets and new products as normal sales promotion.
In fact, the launch promotion for new markets and new products should focus on achieving sales, not just receiving goods, because the biggest challenge during the promotion period is not receiving goods, but how sales points sell after receiving goods, or how to get consumers to make a first purchase. Third, they simply sell goods with a simple three-step process: unload, collect payment, and leave. Since achieving normal sales in new markets or for new products is a continuous process, a process of continuously changing product promotion, consumer awareness, and sales promotion, without these necessary processes, successful marketing of new markets and new products is impossible. How to achieve effective control?
1. Correctly understand and carry out marketing for new markets and new products, and develop a correct marketing plan that differs from ordinary marketing plans.
2. Treat new market and new product marketing as a continuous process, and focus on the guidance period.
3. Do a good job of tracking management of sales points, and promptly resolve obstacles in the sales process, especially consumer awareness obstacles.
4. Concentrate manpower, materials, and funds to serve consumer awareness, first purchase, and sales point outbound logistics.
Step 6: Persist
"Persist" means persistence and endurance. The early marketing of new markets and new products must emphasize the work spirit and perseverance of marketing personnel.
In the marketing of new markets and new products, there may be no lack of correct marketing plans, but a lack of correct understanding of the work. In fact, this can lead to: first, a lack of understanding of the unique characteristics of new market and new product work, treating it as ordinary work, not thinking deeply about it; second, viewing the marketing work too "pragmatically," even simply adopting a "hit and call" transactional marketing approach; third, being too eager for quick results, treating promotion volume as sales volume (net sales), believing that once goods are out, they are consumed, and only when second replenishment is blocked do they discover "intestinal blockage" in the channel. To succeed, focus on the following:
1. Instill the work philosophy of "sow first, harvest later," and fight a tough, protracted battle.
2. In marketing management, use workload as the main work and assessment indicator, not specific sales revenue or volume.
3. Enterprises and marketing managers should establish an investment mindset, because new market and new product work is itself an investment-oriented business activity.
**Strategy: First time strangers, second time acquaintances, third time business without discussion**
A food company completed the development and stocking of Market A, then sent salesperson Xiao Chen to operate it. Since the company's products had no special selling points or advantages compared to similar products, the market remained quiet after the first round of distribution. After a regional manager's visit, he gave Xiao Chen no promotional support or sales advice, only requiring him to visit all sales points every day, but with the requirement that when they visited together next time, at all sales points, the owners and employees could call Xiao Chen by name and greet him warmly. Xiao Chen did not need to worry about anything else.
To meet the manager's requirements, Xiao Chen visited sales points daily, building relationships with owners and employees, and focused wholeheartedly on establishing customer relationships. As a result, to his surprise, when he met the manager's requirements, the sales points had already reordered many times. The previous problem of no reorders was solved effortlessly.
Comment: "The more impression a salesperson makes in the minds of distributors, the more sales your product will have." In practice, salespeople treat distribution as a simple transaction, and some even treat it as a one-off deal, considering the job done once goods are unloaded. However, when promoting new products or starting new markets, a salesperson can be a stranger to sales points, but if the salesperson cannot make their face known and accepted by key channel players, multiple reorders will be hard to achieve. Strengthen customer relationships at sales points, sell yourself to sales points, and they will recommend your product to consumers.
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