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Distribution has always been valued by companies and merchants. Through effective terminal display within an appropriate scope, consumers can see the product, which is a prerequisite for achieving sales. Often, merchants spare no expense to buy out terminal supply and display rights, highlighting the importance of distribution. If sales is compared to a flight, the period before the aircraft enters the runway is the 'preparation phase' of product development, while the aircraft's takeoff run corresponds to the distribution and sales stage (distribution). This stage already generates some sales, but these are naturally realized because the product is on the shelf; whether the product can achieve large-scale sales remains unknown. Therefore, this stage is merely a link between preparation and sales.
Distribution is only half of the distribution-sales process
As we know, the traditional or tangible distribution process generally follows this flow: the product goes from the manufacturer to the distributor, then through various levels of sub-distributors, reaches the terminal retail stores, and finally reaches the eyes of consumers. There may be various variations in the intermediate links of this process, such as direct distribution, flattened distribution, membership-based distribution, exclusive store distribution, online marketing distribution, mail-order marketing distribution, conference marketing distribution, roadshow marketing distribution, etc. The distribution processes differ.
Many people think that distribution is the same as distribution-sales, but this understanding is incomplete. In the author's summary of the marketing process, the 'Six Sales Chain' principle, distribution-sales can be divided into two aspects: distribution (placing products) and winning hearts (building relationships).
In the traditional or tangible distribution process, we also need to do another job: to place the product into the hearts of distributors, terminals, consumers, and even business (or service) stakeholders, solving the communication problem with stakeholders, especially consumers. This is 'winning hearts.' The so-called 'winning hearts' means using the product or service as a carrier to convey the humanization of the distribution process, thereby achieving the market development effect of selling the product or building brand image through three driving means: emotion, norms, and interests.
Some may think, isn't winning hearts just communicating with consumers? That should be part of the activation stage. In fact, whether it is distribution or winning hearts, overall it is still a static sales job. Static sales refers to the process where, when the product is placed on the shelf, consumers are attracted by your product's image at first glance among many products, leading to a sale. This includes target terminal distribution rate, product packaging image power, product static appeal, channel and terminal enthusiasm, etc.
Examples of excellent static sales through product packaging include: Shuijingfang, whose packaging combines history and culture with the distillery craft seamlessly, and is presented in a modern and international way; Jiugui Liquor's pioneering hemp bag ceramic bottle, which perfectly interprets the realm of a 'peerless wonder'; and Shede Liquor's packaging, which reflects the doctrine of the mean in traditional Chinese culture, with the philosophy of giving and gaining displayed throughout the product, and the contrasting yin-yang color blocks precisely aligning the brand positioning with the wisdom of giving and gaining. These representative high-quality baijiu products stand out in the static sales competition on the shelf.
How to achieve winning hearts
Regarding distribution, many materials have detailed descriptions from concepts, plans, processes, to supervision, so the author will not repeat them here.
Step 1: Insight and analysis of the needs of each link in the distribution channel (this work is often carried out simultaneously with distribution).
Different sales channel links have different needs. For example, distributors are closest to the manufacturer, and their needs are more about keeping pace with the times and achieving faster improvement and development; sub-distributors, as the 'middle' merchants connecting the upper and lower levels, pay more attention to their actual interests and immediate profits; terminal merchants, as the end of the channel, care more about whether selling the product has risks and whether profits are guaranteed; consumers require products that are good and cheap, focusing on cost-effectiveness and actual value.
Step 2: According to the needs of each link in the sales channel, adopt different methods to satisfy them.
For distributors, explain the significance of distribution: A. Through active distribution, the product's distribution rate can be increased, sales volume increased, and gross profit expanded. B. Through active distribution, various market supports from the manufacturer can be obtained, such as training support, operational skills support, policy support, etc., allowing them to 'follow' the manufacturer's business thinking and develop synchronously. C. Through active distribution, on the basis of enhancing the product and brand, the distributor's visibility and reputation can be effectively improved, and their influence and status in the industry can be enhanced.
For sub-distributors, explain the various 'benefits' and advantages of actively promoting the product, such as various forms of promotions and rebates from the manufacturer, which can bring them higher profits, and strict regional protection policies that allow them to sell with confidence.
For terminal merchants, in addition to conventional promotional means, more efforts should be made to remove their psychological barriers to sales, such as product return and exchange guarantees, risk-free promotion, profit guarantees, etc.
Step 3: Focus on customer relationship marketing and pay attention to distribution details. That is, distribution should satisfy and explore the potential needs of all links in the sales channel, and also pay attention to the process, implementing emotional marketing and relationship marketing.
Establish and improve files for distributors at all levels, and regularly visit distribution customers. Through opinion solicitation, solve customer problems, and at key moments such as marriage, childbirth, etc., 'act when it's time to act' to narrow the distance with channel members, achieving the ultimate goal of 'doing business without talking business.'
Shift from transactional marketing to relationship marketing. Change from 'naked' monetary transactions to 'manufacturer and merchant as one family' relationship marketing. For example, implement strategic joint sales bodies or partnerships, not only guiding distributors on how to distribute more effectively and efficiently, so that their products can be further distributed, but also assisting terminal merchants in realizing product value through buy-give promotions, free tastings, and other activities.
Standardize distribution management and strengthen service functions. In this era of speed and efficiency, effective distribution must pay attention to the standardization and order of daily details. This has been described earlier, so no more repetition.
Standard displays should be done well. Select some terminals with better benefits and larger scale to adopt standard display methods, creating a strong visual impact on terminal consumers.
Storefront signs and light boxes are also important. Install terminal storefront signs (signboards) and light boxes with a unified style that clearly features the enterprise and product, creating a high 'consumer exposure rate' visually.
If a high 'consumer exposure rate' is successfully created, the terminal static sales power will be significantly enhanced, and terminal owners' enthusiasm will rise, laying a good foundation for later activation.
From distribution to winning hearts is a shift in marketing philosophy, a new consumer-oriented marketing concept. Through this shift, we can better pay attention to the details of distribution, analyze and explore the needs of all aspects, thereby completing the static sales power of distribution from external form to internal 'drive,' achieving a qualitative leap in distribution and reaching the stage goal from distribution to sales realization for manufacturers and merchants.
Source: First Winning Sales Network
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