---
title: "The Six-Step Method for Terminal Repeat Orders: Select, Set, Train, Induce, Control, Sustain"
description: "The success of new market development and new product launches is marked by repeat orders from secondary wholesalers and terminal retailers, which indicate consumer acceptance and initial brand loyalty. To achieve repeat orders, six steps are required: Select, Set, Train, Induce, Control, and Sustain."
author: "杨永华"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
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published: "2015-05-27"
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# The Six-Step Method for Terminal Repeat Orders: Select, Set, Train, Induce, Control, Sustain

> The success of new market development and new product launches is marked by repeat orders from secondary wholesalers and terminal retailers, which indicate consumer acceptance and initial brand loyalty. To achieve repeat orders, six steps are required: Select, Set, Train, Induce, Control, and Sustain.

The success of new market development and new product launches is marked by repeat orders from secondary wholesalers and terminal retailers, which indicate consumer acceptance and initial brand loyalty. Repeat orders in new markets or for new products are not simply second purchases; they result from consumer recognition and initial brand loyalty, as well as the acceptance and confidence of secondary wholesalers and terminals in the company and its products. To achieve repeat orders, six steps of work are needed.

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, as the trend from mass to segmented markets is unstoppable. How to do "Select" well?
1. Deeply research the market environment and identify opportunities from market characteristics.
2. Segment consumer groups and summarize the individual and regional characteristics of different levels.
3. Analyze and position products, correctly understanding the product's own mission and the market mission it carries, and effectively combine them.
4. Classify channels and select channels based on specific products, avoiding blanket distribution, and achieve the marketing behavior of sowing good seeds in fertile fields.

Strategy: Station personnel to 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 and introducing it.
Due to the company's limited resources, media advertising was out of the question. To successfully promote the product, they conducted closed-door intensive training for all marketing personnel on product knowledge and promotion skills, then adopted a model of full-team stationing, training, and promotional sales. They focused on two key requirements: first, stationed staff had to conduct special intensive training for in-store sales personnel, supervised and spot-checked 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. After the activity, results were included in assessments with separate rewards and penalties. As a result, the product quickly saw continuous reorders from sales points, leading to supply shortages.

Comment: To achieve healthy repeat orders at terminals, companies should train relevant personnel in 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 with sales point staff; and develop "one-on-one" publicity and promotional activities for target consumer groups.

Step 2: Set
"Set" means determining channel setup and achieving designated sales points; determining the initial order quantity based on the promotion and sales capabilities of specific sales points; and managing sales points by category or level.
Channel setup is about 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 purchases. At the same time, whether developing new markets or launching new products, making consumers achieve first consumption and form a good first impression is the core of the work. Conversely, avoiding the phenomenon of sowing good seeds in the desert or sowing bad seeds in fertile fields will not damage the market or product resources or leave consumers with a bad impression of the company and its products.
To achieve tracking management, designated sales points must be managed under monitoring, strengthening customer visits, product display, policy promotion, and sales skills. To do Step 2 correctly, the following aspects should be addressed:
1. Deeply understand the channel distribution and categories of the specific market and identify channel resources suitable for the specific product.
2. Statistically analyze the location, business conditions, promotion capabilities, and sales capabilities of selected sales points.
3. Classify and manage outlets that have been stocked based on comprehensive evaluation.
4. Develop market visit plans, product display standards, and sales skills training programs for sales points, achieving full-process monitoring during the guidance period.

Step 3: Train
"Train" means training relevant personnel in product knowledge and recommendation skills; using publicity and promotions to educate target consumers and guide consumption; and cultivating the sales environment and atmosphere at sales points. To do this well, efforts should be made in the following areas:
1. Strengthen communication and training with sales point staff, focusing on product promotion knowledge and skills, and use development prospects to enhance confidence.
2. Develop "one-on-one" publicity and promotional activities for target consumer groups.
3. Do well in product display and publicity at sales points.

Step 4: Induce
"Induce" means inducing and tempting, using specific methods and strategies to stimulate the enthusiasm and desire of sales points to recommend and introduce the product, achieve sellers' loyalty to the product, and then repeat orders will naturally follow after product turnover. How to induce sales points to sell and achieve repeat orders?
1. Develop phased or tiered incentive policies to bind sales points with additional benefits.
2. Use agreement sales to establish long-term interests in writing.
3. Develop clear induction plans based on the different targets being induced or pulled.
4. Increase guidance for consumers to achieve first purchase, focusing on breaking through consumer awareness and acceptance education.

Step 5: Control
"Control" means controlling the sales points, sales progress, and difficulties encountered during the process after layout and sowing, using adjustment and regulation methods 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 staff, thereby building seller confidence and establishing initial customer relationships. Second, they blindly promote without clear targets and appropriate methods, treating new market and new product launch promotions as normal sales promotions. In fact, launch promotions for new markets and new products should focus on achieving sales, not just stocking, because the biggest challenge during the launch period is not stocking but how sales points sell after stocking, or how to get consumers to make their 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 that involves 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 effectively control?
1. Correctly understand and carry out marketing for new markets and new products, and develop a correct marketing plan that is different from ordinary marketing plans.
2. Treat new market and new product marketing as a continuous process, focusing on the guidance period.
3. Do well in tracking management of sales points, promptly resolving obstacles in the sales process, especially consumer awareness obstacles.
4. Concentrate human, material, and financial resources to serve consumer awareness, first purchase, and sales point outbound.

Step 6: Sustain
"Sustain" means persistence and endurance. The early marketing of new markets and new products must emphasize the work spirit and perseverance of marketing personnel.
In new market and new product marketing, there may be no lack of correct marketing plans, but there is a lack of correct understanding of the work. This can lead to: first, lacking understanding of the unique characteristics of new market and new product work, treating it as ordinary work, and not thinking deeply about it; second, viewing new market and new product marketing too "practically," even simply adopting a transactional marketing approach of "one hit, one call"; third, being too eager for success, treating promotion volume as sales volume (i.e., net sales), thinking that as long as goods are shipped, they are consumed, and only when second replenishment is blocked do they discover "intestinal blockage" in the channel. To succeed, the following aspects must be done well:
1. Instill the work philosophy of "sow first, harvest later," and fight a tough and protracted battle.
2. In marketing management, use workload as the main work and assessment indicator, not specific sales amounts or volumes.
3. Enterprises and marketing managers should establish an investment mindset, as new market and new product work is itself an investment-oriented business activity.

Strategy: First time strangers, second time acquaintances, third time business done without talk
A food company completed the development of Market A and stocked the outlets, then sent salesperson Xiao Chen to operate. Since the company's products had no special selling points or advantages over similar products, after the first round of distribution, the market showed no movement. After a visit, the regional manager gave Xiao Chen no promotional support or sales advice, only requiring him to visit all sales points every day, but by the time they visited together next time, all store owners and employees should be able to call Xiao Chen by name and receive him warmly. Nothing else was required.
To meet the manager's requirements, Xiao Chen visited sales points daily, building relationships with store owners and employees, wholeheartedly establishing customer relationships. Surprisingly, when he achieved the manager's requirements, the sales points had already reordered many times. The previous problem of no repeat orders 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 see distribution as a simple transaction, or even a one-off deal, unloading goods and leaving. However, when promoting new products or starting new markets, a salesperson may have a unfamiliar face, but if they cannot get their face recognized and accepted by key channel points, multiple repeat orders will be hard to achieve. Strengthen customer relationships at sales points, sell yourself to the sales points, and they will recommend your product to consumers.

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