When launching new products or conducting routine visits, persuading terminal customers to stock up is a headache for many salespeople, especially newcomers who speak bluntly and often hit walls. In actual sales, we need to employ certain strategies and master sales techniques to effectively stimulate terminal customers' enthusiasm for stocking, increase the probability of orders, and lay a solid foundation for later sell-through.
- Leverage and Create Momentum in Sales
Example When a company's new product was just launched and being distributed on a large scale, a store owner whose shop happened to be out of stock saw the delivery truck and wanted to order some, but was worried about the brand and quality, fearing the products wouldn't sell.
To address his doubts and hesitation, the salesperson didn't directly talk about brand, profit, or guaranteed sales, but said: "Boss, look at how many trucks and people we have distributing. In Lanzhou alone, we have 10 teams with over a dozen trucks. Posters are everywhere, and promotional items are being delivered door to door.
We're investing so heavily in distribution because we have confidence in our product quality and sell-through. If the quality were poor and consumers didn't buy, would anyone still order from us later? If there were no repeat orders, even if all the profit from this one-time sale were pure profit, how much would that be? Not to mention fuel for trucks, wages for people, and meals—we might not even recoup the cost of promotional items.
Our large-scale concentrated distribution, posters everywhere, door-to-door delivery, and strong promotions are all to get everyone to stock our products and make them visible everywhere. When products are visible everywhere and everyone sells them, they can't fail to sell..." After this explanation, the store owner nodded and said, "You make sense, young man. I'll take 5 cases to try."
Key Point Analysis: When there is momentum to leverage or create, to make it successful and effective, two aspects must be done well:
First, the things you highlight must genuinely prove your point. That is, what you say must be reasonable. For example, we invest heavily in large-scale distribution because we truly have confidence in our product and aim to quickly increase brand awareness through high-density placement and promotion, thereby smoothing the channel.
Second, the narrator's language skills are crucial. Due to various constraints, the momentum we leverage—the things we highlight—won't be presented to the customer like a movie. Whether the narration is vivid, moving, and effective depends largely on the narrator's ability to create momentum, such as tone, speed, pitch, fluency, pauses, and body language like facial expressions and gestures. A good narration must not only be logical but also convey a sense of momentum.
- Sales Through Compliments
Example Once, I visited the market in Longxi and met a Boss Wang. After explaining for most of the day, he remained unmoved.
In the afternoon, I went again. Boss Wang saw me and said, "Hey, why are you still here? Why haven't you left?" I seized the opportunity and replied, "Boss Wang, since you haven't stocked my products, how can I leave?" Then I joked, "It's not that I'm attached to you, but your business is really thriving. I've observed this street, and no one is as prosperous as you, no one sells faster. If you don't stock my products, my trip to Longxi will have been in vain..."
Such flattery and sincere confession eventually moved him to place an order.
Key Point Analysis: First, compliments must be sincere. In this example, praising his thriving business was indeed true. If it were baseless flattery, it would not only fail but also cause resentment, backfiring.
Second, connect the compliment organically with our work.
In this example, the phrase "If you don't stock my products, my trip to Longxi will have been in vain" linked the compliment to my current work.
Third, compliments should be natural and effortless.
In this example, necessary explanations and the experience of returning were essential; otherwise, abrupt compliments would leave the customer unable to decide due to unclear circumstances, and would appear insincere and fail to show the urgency of the connection between the compliment and our work.
- Sales Through Examples
Example One year in late November, a distributor surnamed Ma had little stock left from previous orders, so I encouraged him to order more. But he was worried about not selling it all and didn't want to order. I cited his situation from the same period last year: he had also worried about not selling, but after stocking, he not only sold out but also reordered. This ultimately persuaded him to order again.
Key Point Analysis: In sales through examples, the examples can be positive or negative; they can be from your own experience or others'. But it's best if the example is something the customer has experienced, or at least is familiar with.
- Sales Through Comparison
Example During distribution, you can use companion products, or compare new products with old ones, or your product with competitors', to highlight the advantages of the main product being promoted.
Key Point Analysis: The key in comparison sales is to identify the core advantage of your product, or its comparative advantage, and align it with the customer's needs. Through comparison, let the customer feel the value of your product, and thus place an order.
- The Retreat to Advance Method
Example Some customers often compare our price with unknown generic brands, complaining that our price is too high. Our response is: "Boss Wang, you're right, our price is indeed higher than others, and price is indeed important in sales."
Then we immediately shift to: "But as a middleman, you earn the middle profit; you can only make money if you can sell. No matter how high the profit, how much can you sell? Besides, you want to earn money, but you also want to earn it with peace of mind..."
This implies or states directly: Although our price is higher, our products sell well, sell fast, sell in large quantities, and are safer to sell. This explanation is acceptable to most customers.
Key Point Analysis: First, the so-called shortcomings of our product are not due to poor work but are inherent with other product features. In this example, considering brand, raw materials, packaging, and later promotion, advertising, and material support, the cost is naturally higher, so the price being higher than low-quality unknown brands is inevitable. Thus, this shortcoming is not a real "weakness" but a necessary result of having certain advantages. This is a necessary condition for the retreat-to-advance method.
- Turning Disadvantages into Advantages
Example For well-known brands already accepted by the market, distributors often complain that prices are too transparent, making it hard to raise retail prices. But from another angle: Why is it transparent? Because everyone sells it. Why does everyone sell it? Why has it become a well-known brand? Because the quality is good, and it's safe to sell; many people want it, so it moves fast and in large volumes; it has a good reputation, and selling it can drive sales of other products.
For products not yet accepted by the market, the disadvantages are obvious; but from another angle, low brand awareness means prices are not transparent, leaving more room for operation and greater growth potential.
Key Point Analysis: The method of turning disadvantages into advantages involves the same attribute of the product, but observing and thinking about it from different angles yields different conclusions. In this example, for distributors, price transparency means retail prices are hard to raise, but looking at it from another angle, it proves our product's quality is guaranteed and sales are fast.
- The Reverse Operation Method
Example Sales negotiations usually involve narrowing differences and closing the gap; when both parties finally bridge the gap and reach an agreement, the negotiation is successful.
But in certain situations, using the tactic of "letting go to catch"—deliberately creating distance from the expected goal—can be very effective.
This is the so-called reverse operation method.
Key Point Analysis: To use the reverse operation method, first, you must accurately assess the situation and prepare for the worst. Often, the other party's persistence is due to greed; if you don't crush their delusions, the stalemate may lead to a real breakdown. At that point, the reverse operation will either succeed or fail; you must be mentally prepared for both outcomes.
Also, the performance must be realistic. For example, making a phone call to ask for instructions or immediately walking away must be done convincingly. Moreover, this method should be used sparingly, only as a last resort, otherwise it may backfire.
- The Conceal Truth to Express Intent Method
Example When I was a salesperson, I often drove directly to a market to distribute. Sometimes, after covering the market, there were still many products left in the truck. In such cases, our usual approach was: stop and rest, review the day's situation in my mind, then choose a few most likely customers to make a "return visit."
Before entering, I would adjust the unloading area and parking so the customer couldn't easily see the truck's contents. When meeting, if the customer asked how sales were, I wouldn't say there was a lot left, but that only a few cases remained, and I'd take the opportunity to say: "How about doing me a favor and taking these few cases? I can head back earlier."
If the customer asked for the exact quantity, it meant there was a good chance. At that point, based on past experience and knowledge of both parties' situations, I'd state a reasonable number, and the customer would usually agree.
Key Point Analysis: From this example, for the conceal-truth method to work, first, the relationship must be solid, at least with familiar customers. The better the relationship, the more likely it will work and the greater the effect. If the relationship is average or the customer is new, it's usually not advisable.
Second, the products must be suitable and not add extra burden or pressure to the customer. Only then will the customer consider the friendship and be willing to do a favor. Therefore, careful analysis and selection of customers is key to the success of the "return visit."
Third, details matter: preparation before entering, and after the deal, handling the goods and filling out forms—if mishandled, can ruin the deal.
- The Forced Sales Method
Example A distributor surnamed Hou had a good relationship with me. Once, after a phone call, I sent a salesperson to deliver goods. Upon arrival, a conflict arose between the salesperson and the distributor, who then refused the goods. After the salesperson reported, I had him hand the phone to the distributor. Over the phone, I said: "Hey, Mr. Hou, what's going on? You agreed, but now you don't want it? What's the big deal? You're a man; why argue with a kid? Aren't you lowering yourself? You're something else—when others didn't want it, you started ordering; now that the market is open and everyone wants it, you don't? Are you crazy?"
After a scolding, I ended with a commanding tone: "Don't say anything else. Unload the goods quickly and let the truck return. It's peak season now; let me sell more and earn more, or when you come, what will I use to buy you a drink? Stop talking and unload."
In this way, the goods were unloaded, and the customer was retained.
Key Point Analysis: From this example, forced sales can only be used with customers with whom you have a good relationship; that's a prerequisite. Second, you must understand the reason for the customer's hesitation to address it appropriately. Also, language must be measured: it should show intimacy but not be reckless; criticism should include affirmation, and complaints should include appreciation.
- The Point-to-Area Sales Method
Example In a market with many and concentrated customers, stocking decisions often have a ripple effect. Either no one orders, but if you manage to break through with one or two, others will follow suit.
This is the so-called point-to-area sales method, leveraging customers' herd mentality. If others order, they order; whatever others order, they order. This herd mentality and trend-following behavior is especially common in the sales of newly launched products.
Key Point Analysis: In point-to-area sales, the key is the selection of the "point" and its demonstration effect. How to choose this "point"? Consider three aspects:
First, the storefront is relatively large, business is good, and it's subjectively judged to have significant influence on other customers in the market—the so-called opinion leader.
Second, the order quantity is relatively large; once the deal is closed, it will serve as a good demonstration for other customers.
Third, based on geographic location, once the deal is closed, it's easy for other customers to see, facilitating demonstration and expanding influence.
These 10 core distribution strategies are not profound; the greatest truths are simple. The key is to understand them thoroughly, draw inferences, and practice more, aiming to reach the level where no move is better than a move.
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