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The ideal state for distributors is: customers are all saying that their products are great, selling fast, and making money quickly... all kinds of praise, so more customers proactively contact, order, and sell...

In such a state, developing customers is so simple and easy. Sales, profits, and management are not issues at all; taking off is just a matter of time. But the reality is completely opposite. In the first half of 2017, most distributors were in a half-dead state, with difficult terminal development, stagnant sales, and difficult new product promotion...

So, can the ideal state for distributors actually be achieved? The answer is: absolutely yes.

But to achieve this effect, you need solid customer relationships and trust, making terminals your fans, gaining word-of-mouth, and triggering viral spread. To do all this, distributors must achieve the following aspects to get the desired effect.

Far Exceed Terminal Expectations What earns terminal recognition? Profit, service, promotion... these are far from enough. The most important thing is to exceed terminal expectations. Just like the process of product selection, homogeneous products will eventually be eliminated, while differentiated products that exceed expectations leave a deep impression and become popular in terminals. Terminals also need this feeling: different from others, the same thing but a completely different experience, always turning customers from satisfaction to unforgettable.

To achieve this, it's not as complicated as distributors think. Making it unforgettable is simple: be more considerate and faster in handling problems, without delays... leaving an unforgettable impression on terminals. Be more thoughtful in product promotions, align with terminal timing and conditions, and cooperate more tacitly... also leaving an unforgettable impression on terminals.

Exceeding expectations doesn't require major changes; it's more about being more attentive, sincere, considerate, and proactive... Discarding obvious perfunctory attitudes and delays can leave a deeper impression on customers.

Eye-Catching Highlights Product highlights are packaging, taste, and concept. So what are the highlights for distributors?

Service, products, profit, promotion... and so on. Most distributors are at a similar level in these aspects. To stand out, distributors must have at least one aspect that far exceeds the industry level to become a highlight that attracts customers.

Most Comprehensive Service: From customer development to long-term follow-up, to every step of market planning, display, and problem handling. Take every service to the extreme; only customers can't think of it, but you can do it, solving problems before they arise. This can attract customers!

Most Profitable Products: More precise product selection, faster market expansion, more popular with consumers at terminals, no pressure on sell-through, allowing customers to make money faster. Naturally, this is also the most attractive condition for terminal customers.

Most Effective Sell-Through: Various forms of promotions in different seasons not only boost sales but also attract foot traffic, driving terminal consumption. This can also become a highlight that attracts terminals.

Most Professional Salespeople: Better understanding of the market, clearer management, more professional display... always driving terminal growth and sales increase. They will definitely be welcomed by terminals.

Many aspects can become a distributor's highlight, but most distributors pursue comprehensiveness without any outstanding highlights, so they cannot stand out from the many competitors.

Smoother Communication Channels Customer relationships are like making friends. Becoming old friends from new friends is a process of continuous communication. Only with more communication, more understanding, and clearer recognition can word-of-mouth be built.

Currently, most distributor salespeople stay at the level where every communication has a purpose: orders, accounts... other communication is very limited. When problems arise, they are nowhere to be seen, delaying repeatedly. In the end, they seem to meet customers often, but real communication is very limited. Without smooth communication channels and timely problem feedback, it's hard to build good word-of-mouth.

In today's information society, solving this problem is actually very simple. WeChat, QQ groups, WeChat official accounts, etc., can solve this problem. Customer communication, feedback, experience summaries, sharing; professional knowledge sharing, market trends, etc., can all become steps for communication while shaping the company's image.

Distributors are always looking for new ways out, new directions, new profit points... but what they should do more is to maximize their own capabilities. Any form of change ultimately requires capability and strength support.

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