---
title: "Ten Fast and Effective Terminal Distribution Strategies"
description: "The importance of terminal distribution is self-evident, but successful distribution depends on various factors such as product, personnel capability, and terminal resistance. The key lies in correct strategies and tactics. This article outlines ten fundamental distribution tactics that every marketer must master to reduce resistance and ensure smooth distribution."
author: "缪金宾"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2016-07-27"
language: "en"
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---

# Ten Fast and Effective Terminal Distribution Strategies

> The importance of terminal distribution is self-evident, but successful distribution depends on various factors such as product, personnel capability, and terminal resistance. The key lies in correct strategies and tactics. This article outlines ten fundamental distribution tactics that every marketer must master to reduce resistance and ensure smooth distribution.

The importance of terminal distribution is self-evident, but distributors cannot simply distribute products as they wish. Factors such as the product itself, the capability of distribution personnel, and terminal resistance all determine the outcome. Most importantly, having the right distribution strategies and tactics is crucial. As the saying goes, "thinking determines the way out." With the right strategy, half the distribution work is done; with the right tactics, distribution will naturally follow. So, in marketing practice, what strategies can be adopted to effectively reduce distribution resistance? The following ten basic distribution tactics are core skills every marketer must master. In terminal distribution, if tactics are wrong, all efforts are in vain! The combination of tactics depends on the marketer's skill level.

1. **Distribution Rewards**
Chinese culture emphasizes "reciprocity." Distribution policies targeting terminals can quickly bridge the gap between the product and the terminal. In a market where products are homogeneous, many terminals prioritize the preferential policies attached to distribution over the product or brand itself. During the product launch phase, distributors should take the initiative and offer certain distribution rewards to terminals based on the situation, thereby encouraging them to stock up. Distribution rewards can be categorized in various ways, such as fixed rewards, tiered rewards, purchase rewards, account-opening rewards, promotional item support, free products, etc.

2. **Easy First, Difficult Later**
If resistance is too high during distribution, it's wise to analyze the process. Through initial pilot distribution, summarize which types of terminals are easy to distribute to and which market areas are easier. Adopt a strategy of tackling easy ones first and difficult ones later. In terms of distribution channels, avoid direct competition, pay attention to overlooked terminals, or explore new terminal outlets and sales channels.
For lubricants, there are multiple types of terminals, such as 4S shops, auto repair shops, oil change centers, tire shops, and car beauty shops. Considering channel competition, if high-volume terminals like auto repair shops are difficult to penetrate initially, consider starting with smaller outlets like tire shops and car beauty shops. If distribution in central urban areas faces resistance, consider starting from the outskirts and taking the path of "rural areas surrounding the city."

3. **Appropriate Initial Stock**
For small and medium-sized distributors, without large-scale advertising to drive terminal sales, it's difficult to achieve cash-on-delivery distribution. If cash payment is strictly required, sales costs may actually increase. In such cases, offering an appropriate amount of initial stock can reduce distribution resistance and achieve a higher distribution rate. That is, the distributor provides the terminal with an initial stock without immediate payment, and only requires cash payment when the terminal reorders after selling through. However, the quantity of initial stock must be strictly limited, and it should be accompanied by necessary promotional activities to help the retail terminal generate sales quickly and enter a virtuous cycle.

4. **Point to Area**
Distributors can concentrate resources on selected key terminals or a specific region to achieve a breakthrough, then use the demonstration effect to expand distribution from point to area. Start by activating large repair shops or 4S shops to set a benchmark, leveraging their influence to penetrate surrounding smaller terminals. Alternatively, start with a few retail terminals in a small area to build confidence among other terminals that the product will sell well, thereby achieving the goal of using point activation to drive area distribution.

5. **Bundle and Drive**
To reduce distribution resistance for new products, distributors can adopt a bundling strategy, using best-selling products to drive the distribution of new ones. Bundle new products with best-sellers, leveraging the existing terminals of the best-sellers to "carry" the new products. This lowers distribution resistance, allowing new products to reach retail terminals quickly and meet consumers sooner.

6. **Consumer Pull**
If distribution resistance is too high, consider starting with consumers. Directly engage end consumers to stimulate their purchase enthusiasm. Once consumers are activated, terminals will anticipate good sales and proactively request to stock the product, greatly reducing distribution resistance. Specific methods to activate consumers include community promotions with on-site purchase gifts. For example, communicate with key terminals near the community that have refused to stock, conduct on-site sales promotions in the community, inform consumers that the product is available at the terminal, and give the day's sales profits to the terminal. Through such activities, terminals see that the product moves quickly, stimulating them to stock up.

7. **Advertising Stimulation**
Using advertising to stimulate terminal stocking is suitable for distributors with strong financial resources. There are two approaches: advertising first, then distribution. Many terminals are more willing to stock if there is advertising support. During distribution, inform terminals that advertising is underway to build their confidence. Advertising also shows the company's strength and determination to operate the market. Additionally, advertising educates consumers about the product and brand, creating demand and pulling consumption, which may prompt some terminals to proactively request distribution. However, advertising in advance carries higher risk; if distribution goes poorly, it wastes advertising resources. The other approach is distribution first, then advertising. While this reduces risk and waste, distribution resistance is greater, and terminals remain skeptical of promises that advertising will drive sales. Advertising-based distribution should align with the company's resources, and the balance between distribution and advertising must be carefully managed.

8. **Using "Decoys" to Entice**
After repeated distribution failures, distributors can use "decoy" tactics. Send personnel to pose as customers visiting various terminals to inquire about the product and express a desire to purchase. After multiple inquiries, the store owner becomes familiar with the product and senses it should sell well, making subsequent distribution easier. Some distributors even buy the product themselves to create an illusion of strong sales, thereby reducing distribution resistance.

9. **Diligence and Persistence**
Many distribution personnel lose confidence in a terminal after rejection and may not visit again. In distribution, the relationship with the terminal is a decisive factor. Terminals where the distributor has good rapport or was introduced by friends are easier to distribute to. As the saying goes, "First time strangers, second time acquaintances, third time friends." After distribution setbacks, personnel should be patient and persistent, visiting and communicating more. During visits, they can help with tasks like organizing shelves or cleaning. Through diligence and persistence, they can win over the terminal and achieve smooth distribution.

10. **Promotion Team Momentum**
During distribution, form a promotion team with multiple vehicles for team distribution. Use the parade of vehicles to create a spectacle and attract terminal attention. Before distributing in a region, conduct a vehicle parade along the planned route, with unified product advertisements on the vehicles. Where permitted, play music or hang colorful flags to attract attention. Create a promotional atmosphere and generate a buzz. The parade influences terminals and builds brand familiarity. After the parade, promptly conduct team distribution with clear division of labor, achieving smooth distribution through coordinated teamwork.

The above are ten distribution strategies. In practice, they should be flexibly adopted based on the distributor's resources and conditions, and can be combined.

Distribution strategies are only one factor in successful distribution. To improve success rates and achieve effective distribution, the following issues should also be noted:

First, have detailed distribution goals and plans.
Second, systematically train distribution personnel on the company, products, marketing policies, and distribution techniques.
Third, strengthen management and incentives for distribution personnel, providing appropriate rewards while standardizing their behavior.
Fourth, maintain regular visits to distribution terminals to nurture relationships.
Fifth, after distribution, accompany it with consumer promotions or advertising/PR pull to quickly achieve sell-through; otherwise, terminals will lose confidence in the product.

-END-

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