---
title: "Standard Action Breakdown for Promoters in Supermarket Promotions"
description: "Supermarket channels have become one of the most important sales links in the circulation of goods in the market economy. Promotions, as a sales form, have been gradually recognized and accepted by consumers due to their versatility and direct benefits. However, as consumers become more savvy and competition intensifies, promotions have become a common tactic. This article explores how to quantify and break down promoter behaviors into a twelve-step process to improve sales execution and management."
author: "王立岩"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2015-11-17"
language: "en"
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attribution: "New Distribution — https://xinjignxiao.com/en/articles/standard-action-breakdown-for-promoters-in-supermarket-promotions-7acc12da/"
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---

# Standard Action Breakdown for Promoters in Supermarket Promotions

> Supermarket channels have become one of the most important sales links in the circulation of goods in the market economy. Promotions, as a sales form, have been gradually recognized and accepted by consumers due to their versatility and direct benefits. However, as consumers become more savvy and competition intensifies, promotions have become a common tactic. This article explores how to quantify and break down promoter behaviors into a twelve-step process to improve sales execution and management.

Nowadays, supermarket channels have become one of the most important sales links in the circulation of goods in the market economy. Promotions, as a sales form, have been gradually recognized and accepted by consumers due to their versatility and direct benefits. However, as people's awareness of promotions increases, coupled with increasingly fierce competition among manufacturers and merchants, promotions have become a "little trick" that consumers overlook. If manufacturers and merchants reluctantly engage in promotions because "promoting is seeking death, not promoting is waiting for death," then our God—consumers—have indeed been cultivated by the successive promotional "wars" into seasoned soldiers, as "waiting for promotions when there are none, comparing promotions when there are, choosing by brand after selecting, and checking batch numbers after brands" has become the "quasi-principle" of many consumers' purchasing behavior.

Promoters, a new profession born with promotions, have become a focus of investment for manufacturers and merchants due to their more controllable and intuitive effects compared to promotional forms and methods. However, people are not like commodities; they have subjective initiative and individual differences. To better unify thoughts, standardize behaviors, enhance professional quality, and improve sales execution, promoter training has gradually become one of the important means for manufacturers and merchants.

Currently, the content of promoter training, aside from industry and product differences, can be summarized as follows:
1. Corporate culture training (company introduction, development history, honors, culture, etc.);
2. Product knowledge training (product name, specifications, price, features, functions, etc.);
3. Rules and regulations training (job responsibilities, salary and benefits, attendance system, reports and meetings, etc.);
4. Promotional skills training (promotion techniques, Q&A, role-playing, etc.);
5. Motivation and development training (philosophical stories, discussions, case sharing, interactive games, etc.).

In principle, it seems so, but after the practical test of promotional activities, the results are uneven. Some promoters perform well, and their promotional results are stable no matter which store they go to, while others, whether in good or bad stores, cannot achieve results, leaving only the excuse that the promoters' comprehensive quality and abilities are poor. This phenomenon has indeed become a difficult problem for manufacturers and merchants in the use and management of promoters. So, what makes a good promoter, and how can novice promoters quickly master practical promotional skills?

The author hopes to discuss with everyone through the following case the key points of quantifying and implementing promoter behaviors:

Xiao Li is a promotion supervisor at a dairy company. Recently, the company organized a large-scale terminal promotion activity, recruiting 150 temporary promoters (college students) to enter supermarkets for promotions. After selection and training, the 150 promoters were divided into groups of three and stationed in different supermarkets. However, within a few days, the differences in promotional effects became very obvious. Thirteen groups performed very well, while other groups, due to poor performance and issues related to sales commission benefits, demanded to rotate supermarkets with the high-performing groups. Helpless, the company had to comply. However, the originally high-performing stores saw a significant decline, but fortunately, the 13 excellent groups, although assigned to stores with previously poor promotional performance, saw varying degrees of improvement. To preserve the promotional results, Xiao Li invited the author to explore the reasons.

After a three-day market visit with Xiao Li, the author found that the 13 outstanding groups had very reasonable and effective division of labor and cooperation, but most importantly, each of them had summarized the key controllable points in the supermarket promotion process through mutual communication and learning. The author organized these into a process of stage-by-stage quantitative decomposition of promotional behaviors, which, when supplemented and implemented, indeed had a good effect. Now, I will share it with everyone for discussion.

Promotional Behavior Stage Quantitative Decomposition Process: (as shown in the figure)

1. Preparation: (Standardize and set goals)
   - Material preparation: Check promotional clothing; set up promotional table according to standards; vivid product display; placement of tasting materials and connections (pay attention to standardization, do not obstruct consumers); display of promotional materials (vivid side facing consumers); selection of personnel standing positions (main aisles, high-traffic areas for promotion and guidance), etc.
   - Psychological preparation: Adjust your work state (self-motivation); set work goals (realistic and able to stimulate your work enthusiasm); practice smiling; relax yourself (go to the restroom or take deep breaths, etc.).

2. Observation (Find target consumers):
   - From top to bottom, bottom to top: Observe consumers within reach in this order, with the following key points:
     (1) Clothing: Dress grade (pay attention to brand and texture, "judge people by appearance"); whether clean, appropriate, and refined; shoe style and cleanliness, etc.
     (2) Determine family role: Single; married; couple; mother and child; housewife; elderly (determine based on the product's suitable population and promotional target consumers, especially focusing on middle-aged women as key consumption targets).
     (3) Items already selected in shopping basket or cart: Observe the price and quantity of items already selected (preliminary judgment of their purchase target and consumption level).
     (4) Determine if they are target customers: Based on the above observations, determine whether they are target consumers for this promotional product.

3. Interception (Retain target consumers):
   - Greeting: Use an appropriate volume of voice to greet based on distance, attracting consumer attention. For example: "Hello, can I help you choose something?" or "Hello, do you need to choose XX products?" Avoid phrases with obvious sales traces like "Excuse me, can I introduce XX products to you?"
   - Positioning: Stand at a 45° angle to the consumer's right, at a distance greater than one arm's length but less than 1.5 meters (this position is psychologically safe for consumers in terms of defense and lack of defensiveness, according to business etiquette).
   - Smile: The effect and politeness of smiling need not be elaborated here.

4. Inquiry (Reconnoiter target consumers' purchase purpose):
   - Ask if they are selecting promotional product categories: Judge based on the consumer's gaze and whether there are similar products in the shopping basket (cart), and ask appropriately.
   - Ask about purchase purpose: Gift (friends, family, children, elderly); personal use; special purposes (welfare, banquets, etc.). Combine with your product to ask about their purchase purpose, preferably in a two-choice format to facilitate answering and avoid privacy issues. For example: "Are you buying this for yourself or as a gift?"
   - Ask who the end user is: Ask who the end user is (self, family, children, elderly, superiors, friends, etc.) to tailor the presentation and recommendation to the consumer's purchasing psychology.
   - Perceive the key points consumers focus on: Based on first impressions and language skills, detect the key points consumers focus on (brand, certification, production date, price, etc.).

5. Interaction (Describe and display the product to consumers):
   - Use analogies to explain the product: Explain product features; highlight differences from previous or similar products, but never disparage similar products. For example: "You've used anti-dandruff shampoos before, right? Our current product is different from the simple anti-dandruff shampoos of the past. It focuses on conditioning, nourishing the scalp epidermis, controlling oil secretion balance, and preventing dandruff, thus achieving the effect of removing and stopping dandruff."
   - Vivid display, show the trump card: Show the most vivid side of the product to consumers, such as "National Exemption Inspection" mark, "China Famous Brand" mark, and other authoritative certification images and texts.
   - Stage questions to induce interaction: Avoid a "bragging" monologue; appropriately ask questions every 3-5 sentences to create interaction, using "yes/no" questions for key information, and give positive responses when consumers answer. For example: "Saponin has been considered by Chinese medicine since ancient times as a good medicine for treating dandruff and skin spots, right?"
   - Guide consumers to answer their own concerns: As above, for consumer concerns, use Q&A or "yes/no" questions to let consumers draw their own conclusions.

6. Inducement (Present promotional policy benefits):
   - Promotional policy: Highlight the preferential policies of this activity, emphasize the deadline or quantity, and strengthen the desire to buy.
   - Compare with pre-promotion natural conditions: Compare with similar products' natural conditions (specifications, price, etc.) or the product's previous situation to reinforce the promotional policy.

7. Calculation (Show the actual benefits):
   - Calculate costs, highlight savings or extra gains: Highlight the cost savings figures brought by the promotional policy, or the price of gifts, bundled items, trial samples, etc., to maximize the savings figure.
   - Average consumer usage cost by measurement: For price-sensitive consumers, calculate the unit cost based on usage period and other measurement units to minimize the impact of price.

8. Opportunity (Seize the chance to close):
   - Listen for consumers' buying signals: Pay attention to changes in facial expressions and eye contact, and detect the key points and the moment of purchase decision through demeanor, actions, and language.
   - Distinguish consumer types: Distinguish between "value-oriented," "self-righteous," "hesitant," "autonomous," and other types, and use corresponding strategies to promote (the author will elaborate on this in a separate article).
   - Timely propose the purchase request: Choose the moment when purchase signals appear, and propose the purchase request to facilitate the purchase behavior.

9. Pressure (Facilitate the purchase decision):
   - Use language skills to resolve consumer doubts: Use "quantity selection" questions to persuade and facilitate the consumer's decision, avoiding "yes/no" questions that might cause abandonment. For example: "Since you know XX products so well, would you like to buy one or two?"
   - Appropriately increase purchase pressure: For "hesitant" and "browsing" consumers, do not give up; appropriately increase purchase pressure. For example: "You've been looking for so long, you're clearly an expert. Don't you think you should buy one? It would also help me out!"

10. Reminder (Explain usage and precautions):
    - Explain usage: When the consumer decides to buy, help them pick up the product and hand it to them (in hand, shopping basket, cart; for large items, help deliver), and explain the usage method.
    - Explain precautions: As above, and emphasize key points.

11. Recommendation (Help find the next purchase target and provide suggestions):
    - Ask about other purchase targets: After the purchase decision and handing over the product, proactively ask if you can provide other help or services, to build rapport and ensure the consumer actually pays.
    - Provide tailored advice and insider information: Based on the consumer's identity and characteristics (family role, age, etc.), provide relevant promotional information to enhance goodwill and ensure the actual purchase and payment.

12. Continuation (Create opportunities for repeat purchases):
    - Thank for the purchase: Accompany the consumer for a short distance, thank them for choosing the product, and invite them to provide feedback and suggestions after use, as well as any suggestions for the promoter's work, to build rapport and ensure payment!
    - Create next purchase opportunity: After thanking, suggest that if the product works well or feels good, they are welcome to choose it again next time.
    - Create extended purchase opportunities: Hope that after using it, they will feel good and recommend it to relatives and friends.

In summary, the stage-by-stage quantitative decomposition of promotional behaviors is described in text as twelve key points, but in practice, it should not be rigidly followed; it should be applied flexibly. At the same time, the actual promotional process is limited by many factors such as geographical location, time, and store management, so it cannot be generalized. However, the key points should be taught and trained through promotional training in stages, with timely summaries, so that each promoter understands the significance of the key points, thereby using quantitative management to standardize and enhance their promotional execution and control capabilities.

**-END-**

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