Running village and town routes is an essential part of building distribution channels for county-level distributors. How to smoothly navigate this process is a skill worth studying for salespeople going to the countryside. Today, let's talk about pre-trip preparations, visit routines, common challenges, and business know-how!

1. Pre-Trip Preparations

  1. First, clarify the area you'll be visiting today. Review the recent sales records and outstanding balances of customers in that area. Check if products ordered by phone have been loaded onto the vehicle. Ask the boss if there are any promotional flyers, promotional items, special policies for specific customers, or product marketing policies. Also, think about whether nearby customers might have similar product needs.
  2. When loading the vehicle, ensure products are intact, without leaks or dust. Load more for seasonal products. For new products, first create a customer planning sheet, then load accordingly.
  3. Prepare necessary personal and work items, such as a water bottle, phone, and sales order forms. Bring the contact list of relevant manufacturer salespeople.

2. Retail Store Visits

  1. Merchandising: At each retail store, first check the sales status of products left last time. For products that sold well, remind the retailer to reorder. For products that didn't sell at all, especially new products, understand the reasons from the retailer and offer sales suggestions. If you can't resolve the issue, report it to the boss at the end of the day and ask for a solution. For products on the shelf, check if they are placed in a prominent position. Replace any leaking or dirty products. For products on the floor, check if they are buried under other manufacturers' products, especially those currently selling. At each store, place and display product flyers and posters properly. If flyers and posters are not fully utilized, help the retailer arrange them.
  2. Business: If the store is busy, help out actively while observing what types of products are selling. If you have similar products, take the opportunity to discuss them with the retailer. If not, gather market information for future discussions. If the store is not busy, sit down and chat about the market, life, etc., but keep the core purpose in mind: gathering information for your sales. If the retailer is not present, leave product flyers behind so you have something to talk about next visit. If the retailer says it's not time to stock up yet, first check if they have similar products from other manufacturers. Even if it's not time, put up flyers and posters to leave an impression for future follow-up.

3. Common Questions and Answers

  1. "Your product is too expensive; it won't sell." This is a classic "price objection." Don't get led by the customer; instead, talk about value rather than price. For example, say, "Good things are never cheap," and use numerical analysis: Since the retailer says it's expensive, they must have cheaper alternatives. Ask what ingredients, content, specifications, price, cost per mu, profit, and manufacturer of the cheaper product are. Then analyze it for them. If our product is actually cheaper when calculated, tell the retailer that consumers don't want the cheapest product but the most cost-effective one. If our product is indeed more expensive, explain that the quality is different, using physical identification or brand value to prove our quality is better. If you can't articulate it, immediately ask the manufacturer's salesperson for advice on how to respond. You can lose one customer over a question, but don't let the same question stump you with a second customer. Also, share our promotional and marketing measures to show that despite the higher price, it's easier to promote.
  2. "I have too many similar products in my store right now (I just took someone else's product, not yours for now)." The retailer's real intention isn't to reject your product. If they have many similar products, it proves there's a strong demand in the area. Understand that the retailer is really saying: "Give me a reason to take your product." So, first look at which manufacturers their similar products are from, what content they have, and ask about their selling prices and profits. Then summarize the shortcomings of their current products, such as low profit or poor effectiveness. Then say: "You're right, I see you have many similar products, but the biggest difference between our product and your current ones is... (talk about profit and promotion prospects). This difference is exactly why it's worth promoting." If all else fails, say, "Take a small quantity and try selling it. If it doesn't sell, I'll take it back."
  3. "Your product's price is messed up; I'm not making money." This is inevitable as a product moves from introduction to maturity. When this happens, focus on the interests of large retailers. Ask what the current selling price is and which customer is disrupting the price. Then report the issue to the boss.

4. Tips for Discussing Products with Retailers

  1. When discussing a new product, first understand its unique selling points. Then identify the customer's needs, such as whether the product has market potential locally and whether they are satisfied with the effectiveness or profit of existing similar products. If your product's features meet their needs, the chance of them taking your product increases significantly.
  2. When dealing with a big store that acts arrogantly, use the "Camel Strategy" (i.e., be patient and persistent).
  3. When discussing your product, be mindful of the psychological battle. Avoid attacking competitors' products; instead, first acknowledge their merits, then gently point out any shortcomings. Because if you praise your own product too much, the retailer will be skeptical.
  4. Use successful sales experiences from other retailers as testimonials.
  5. If you encounter technical questions you don't understand, honestly tell the customer, then consult relevant personnel and provide an answer later.

5. Business Know-How

  1. Customer size is relative; only customers who help us significantly are big customers.
  2. Don't give up on large markets; even small customers can generate big results and deserve more follow-up.
  3. If a product doesn't sell due to high price, you can either have the customer take a smaller quantity, or conduct a trial to show the product is worth the price. Additionally, report to the boss and propose a promotional plan (e.g., advertising, prizes for orders).

Source: Internet

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