1Distributors Respected by Peers When our salespeople go to the market and inquire, if everyone praises a distributor for their strong capabilities, high level, good service, and good reputation, we don't need to conduct a detailed investigation; we can directly visit them and invite them to be our general distributor. Let me show you a case: when salespeople from a famous brand develop distributors in the market, they first go to local retail terminals to see which product has the highest distribution rate and which product has the best in-store execution. If product A has the highest distribution and best in-store execution, they ask the retailer, "Who supplies product A to you? Is their service thoughtful? Is their reputation good?" The retail store owners unanimously say, "Our goods are supplied by Mr. Wang from a certain trading company. Mr. Wang is capable, high-level, provides good service, and keeps his word." Then the salesperson directly finds Mr. Wang and says, "Distribute our products!" A distributor praised by terminal owners is the best distributor for us. 2Distributors with Monopoly Power in the Regional Market Over the years, through market洗礼, our country has seen the emergence of a number of powerful distributors. These distributors monopolize local market resources, and they are the ones our company must approach to enter the local market. To successfully enter the local market, you must go to them. Specifically, these distributors can be divided into the following types: First, market monopoly. These distributors have a sound network, strong promotion capabilities, and a relatively high market share in the local market. Second, category monopoly. These distributors monopolize the operation of most brands in a certain category in the local market, including first- and second-tier brands. They may represent dozens or even hundreds of products of the same category. Third, terminal or channel monopoly. These distributors have absolute advantages in certain channels or terminals, occupying a considerable share. Fourth, promotion monopoly. Some distributors buy out the promotion rights of local terminals. If your product wants to enter these terminals and conduct promotions, you must go to them; otherwise, you cannot carry out promotional activities there. 3Distributors that Provide Good Services to Downstream Customers The services mentioned here are not just sales services, but more importantly, guidance services. These distributors not only provide good sales services to wholesalers and retailers but also offer training, consulting, and guidance services to downstream wholesalers and retailers. What are the common characteristics of such distributors? They have advanced business concepts and strong management capabilities. When cooperating with downstream customers, they can provide guidance, training, and consulting services to help downstream customers keep up with the manufacturer's development pace. These distributors are the spiritual leaders of downstream customers. If we cooperate with such distributors, it will greatly improve the quality of our enterprise network and contribute to the development of our channels. 4Distributors that Provide Strategic Advice What are the common characteristics of these distributors? They have rich market operation experience and are familiar with local market conditions, consumer characteristics, channels, and competing products. They can propose highly timely promotion plans for our products. Zhang Ruimin of Haier once said, "Thinking determines the way out." What kind of distributors are these? They have ideas; once they get your product, they can quickly identify the selling points and provide an effective market promotion plan. This is the most obvious characteristic of such distributors. 5Distributors with Strong Market Expansion Capabilities The most typical characteristic of these distributors is that they have a capable sales team under them. Once they get your product, they can quickly distribute it to retail terminals, develop blank markets, and start the market immediately. This tells us that we cannot choose those "sitting merchants" (坐商). Even today, there are still many distributors in our country who are "sitting merchants"—the husband buys goods, the wife collects money, the store opens as a shop and closes as a home. With such a business model, it is difficult to distribute our products to retail terminals, provide good services to downstream customers, collect the most useful market information, or sell our products well in the market. 6Distributors with Network Advantages These distributors have special advantages in a certain channel we plan to enter. They may not have experience or strong strength, but they have special advantages in the channel we intend to enter. For example, Yanghe Distillery, as we mentioned earlier, entered the market through group buying. Therefore, it sought distributors with extensive personal connections, who knew many factory directors, company presidents, government department heads, and government officials. With such relationships, our products can enter the group buying channel and help us start the market. In recent years, due to the deepening of marketing, many distributors have also differentiated, with some focusing on the operation of a specific channel. For instance, I know a distributor who specializes in the school channel, with a sound network in local middle schools, primary schools, and universities. If you want to enter the school channel, you go to him. What are the common mistakes many enterprises make? The common mistake is that the distributor we find lacks the advantage in the target channel we want to enter—it's a mismatch. We find a distributor with strong strength and interest in our products, but the promotion of our products fails. Why? After an investigation, we find that this distributor is good at transferring goods in the wholesale market but not good at terminal operations. Our products need terminal sales, but he doesn't have that channel advantage. This is a typical mistake many enterprises make today: letting a distributor who is good at circulation operations do terminal sales. 7Distributors from Big Company Sales Backgrounds In recent years, our country has had a group of such distributors. These distributors previously worked as salespeople, regional managers, regional directors, or even higher positions in large companies and brands. After a few years, they didn't want to work for others all their lives as professional managers; they wanted to create their own careers and became distributors. This type of distributor is very good for us. Why? There are two main reasons. First, these distributors, who come from big company sales backgrounds, have worked in large companies and know the market operation ideas, means, and methods of big enterprises. They have received comprehensive training in large companies, and their overall market operation capabilities are relatively strong. This is their first advantage. Their second advantage is that they come from manufacturers, so they know what manufacturers need, what they hope to get, and what they expect distributors to do. Therefore, these distributors, who are former manufacturer salespeople, cooperate very well with manufacturers. This is the eighth type of distributor I recommend. 8Promising Large Secondary Wholesalers This is also a very successful experience in developing distributors in our country. Every secondary wholesaler has the idea of standing out and becoming a general distributor one day. We look for those large secondary wholesalers with strong strength in the local market and develop them into general distributors. These distributors have relatively high loyalty to our company. This is a proven path in enterprise practice, especially when we look for large secondary wholesalers of competing products. By developing the large secondary wholesalers of competitors into our general distributors, we can use the competitors' channels to sell our products. 9New-Generation Distributors New-generation distributors are young distributors around thirty years old. These distributors have important characteristics: they are progressive in thinking, full of drive, competitive, and eager to learn. Such distributors are very good for our enterprise. 10Cross-Industry, Strong Distributors When selecting distributors, we should not be limited by industry experience. I have seen in some enterprises that salespeople often hope the distributor has experience in our industry. For example, if you are a liquor producer, you hope the distributor has previously sold liquor and has rich experience in liquor operations. Now many enterprises do the opposite: they deliberately look for people from other industries, even those who have never done sales, to sell our products, and these people still sell very well and successfully. Speed 8 Taurine Vitamin Functional Drink National Recruitment Reasons for recommendation: 1. Superb taste and quality. 2. International superstar Donnie Yen as image spokesperson, precise and powerful. 3. Patented packaging design. 4. Strong enterprise strength. 5. High profits, professional operation team and after-sales service. Recruitment area: nationwide for blank markets. WeChat: lp780611. For more information, follow the WeChat public account: Tuba Ge Food. -END- The best FMCG distributor learning platform in China Focusing on providing professional, practical, and applicable tutorials for enterprises and distributors Committed to helping Chinese FMCG distributors grow rapidly The most professional and practical knowledge base in the FMCG industry Reply with the red number below to get the corresponding content Reply with number 1 to view the complete knowledge base | 001 Excellent article selection | 002 Distributor market operation | 003 Terminal visit management | 004 Sales supervisor skills | 005 Sales improvement techniques | 006 Channel expansion | 007 Managing distributors | 008 Distributor development | 009 Distributor internal operations management | 010 Team management | 011 Efficient distribution techniques | 012 Sales manager's eighteen skills | 013 KA operation methods and strategies | 014 First lesson for new salespeople | 015 Internet, brand | [Long press QR code to follow] To join QQ/WeChat group, click: Read the original text