---
title: "Three Strategies to Solve the Problem of 'Easy Distribution, Difficult Sales'"
description: "For many distributors, product distribution can be completed quickly, but market activation after distribution is slow. Once products fail to sell, it leaves a poor impression on retail stores, affecting long-term customer relationships and making it difficult to distribute new products in the future. Terminal sales after distribution is the most direct and important indicator of a distributor's performance, as it is the final step in consumer purchase decisions and the ultimate realization of distributor profits."
author: "师顺宽"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2017-12-07"
language: "en"
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---

# Three Strategies to Solve the Problem of 'Easy Distribution, Difficult Sales'

> For many distributors, product distribution can be completed quickly, but market activation after distribution is slow. Once products fail to sell, it leaves a poor impression on retail stores, affecting long-term customer relationships and making it difficult to distribute new products in the future. Terminal sales after distribution is the most direct and important indicator of a distributor's performance, as it is the final step in consumer purchase decisions and the ultimate realization of distributor profits.

For many distributors, product distribution can be completed quickly, but market activation after distribution is slow. Once products fail to sell, it leaves a poor impression on retail stores, affecting long-term customer relationships and making it difficult to distribute new products in the future.
Judging the quality of a distributor's product operation, terminal sales after distribution becomes the most direct and important indicator. Because the terminal is the final step in consumer purchase decisions and the ultimate realization of distributor profits. If the distributor operates well, the terminal can guide consumption, enhance brand image, increase product flow, and secure better and more survival space and resources for the distributor.
With intensifying industry competition, terminal sales have become the core lifeline of a distributor's market sales. Therefore, solving the problem of terminal sales is the top priority for increasing sales. So, how can distributors solve the problem of product sales after distribution?
I. Reasons for Poor Sales Performance
The main reasons for slow sales of new products include:
**Low Overall Distribution Quality**
Sales personnel solely pursue distribution rate, focusing only on completing the number of stores within a specified time, without in-depth understanding of the target terminals, leading to a mismatch between the target customer group and the purchase location. For example, some stores are completely mismatched with the product, and some stores are in a half-dead operating state.
**Distribution Without Management**
After distribution, terminal management is equally important, requiring follow-up management and close service. Distributing without managing is worse than not distributing at all. Currently, the phenomenon of distributing without managing is common. For example, some products are placed in inconspicuous positions where customers cannot notice them; some products are placed in warehouses, but the shelves are empty. Terminal outlets have width but lack depth. Another situation is that the market distribution rate is good, but there are many outlets, yet very few core outlets that actually generate sales.
**Weak Terminal Merchandising**
Sales personnel are busy but not effective, seemingly busy, focusing solely on delivery, payment collection, and other routine business tasks, making the sales volume of distributed products the only goal, without actually solving problems. For example, some salespeople forget about product display and terminal merchandising (such as promotional materials, price tags, POP, shrink wrap, KT boards, etc., which are almost invisible in the market), and some forget to introduce the product's unique selling points and personality.
II. Clever Tactics to Attack Targets and Plan Event Marketing to Attract Attention
To open a good market entry, create a sensational event to attract social attention, especially from liquor consumers. These events easily become news hotspots and hot topics on the streets, quickly increasing brand awareness, making consumers think of the brand and generate purchase desire.
**Strengthen the Quality of Terminal Promoters**
Promoters are the frontline soldiers who directly contact customers. Therefore, in addition to ensuring that the taste of the liquor they sell matches local consumer preferences, distributors should also train promoters in liquor culture knowledge and consumer psychology. Because the quality of promoters and appropriate promotion methods greatly improve promotion efficiency.
Distributors can establish a strict management system to regulate and constrain the behavior of terminal promoters:
First, require terminal promoters to submit work information reports based on daily sales;
Second, sales managers regularly go deep into the market frontline to fully grasp the real situation at terminals, objectively evaluate the performance of terminal staff, and implement established reward and punishment policies;
Third, systematically train promoters in both theoretical knowledge and practical skills, provide targeted supervision and guidance, and enhance their sense of responsibility and belonging.
III. Product Display Has Its Tricks
Terminal product display is a silent advertisement that creates a strong visual impact and attraction for consumers. It is the most intuitive interpretation of brand image and an important reason for impulse purchases. Therefore, terminal display can be standardized from the following three aspects to effectively enhance brand terminal performance.
**1. Choose Appropriate Display Positions**
Research shows that the more customers who come into contact with the product, the higher the purchase probability. Therefore, companies can set specific display standards, such as the principle of prominent position (the position that customers see first when entering the store); the principle of brand concentration to showcase brand strength, enabling consumers to have related and holistic brand associations, deepening the product's impression in their minds.
**2. Conduct Vivid Displays**
Vivid terminal displays not only attract consumer attention and stimulate purchase desire but also shape a distinct brand image, directly enhancing brand terminal performance. For example, set up reminder signs and notice boards in large hotels; post advertising posters in low-end stores, hang banners inside, hang lanterns under the eaves outside, arrange POP posters and silk balls on the bar counter in hotels, and print brand ads on table cards, menus, tablecloths, ashtrays, magazine racks, and clothing covers.
**3. Create a Hot Sales Atmosphere at Display Points**
Research results show that about 70% of consumer goods customers make impulse purchases at the terminal. Therefore, a good sales atmosphere can help companies increase sales by 30% to 50%. Thus, it is possible to comprehensively use scenes, displays, showcases, in-store POP displays, DM display racks, model displays, promotional videos, and the performance of shopping guides to attract customer attention and enhance the hot sales atmosphere at the terminal. To achieve the best terminal performance, terminal display should also be consistent with industry and product characteristics, marketing strategies, and the location and structure of terminal stores, align with advertising images and promotional activities, choose appropriate timing, and unify detailed operational standards to create the desired hot sales atmosphere.
According to the dynamic strategic combination of "points" and "areas" in regional markets, adopt the strategy of "using points to drive lines, and lines to drive areas," strengthen customer relationships and vivid advertising to achieve outlet sales, and with terminal research, quickly sell products.
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