---
title: "Year-End Sales Push: All Efforts Are in Vain Without Winning Over the Terminal!"
description: "All year-end sales-boosting measures must ultimately be implemented at the terminal to ensure products reach consumers, preventing market 'backlog'. Therefore, the year-end sales push should start with the terminal. Focus on terminal changes and use promotional combinations, as consumer behavior, hypermarket dynamics, and competitor actions all shift during this period."
author: "辛剑 汪妮"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2018-01-18"
language: "en"
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original_source: "https://mp.weixin.qq.com/s/NHRuXr8uAERTe4qj_9jSWQ"
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---

# Year-End Sales Push: All Efforts Are in Vain Without Winning Over the Terminal!

> All year-end sales-boosting measures must ultimately be implemented at the terminal to ensure products reach consumers, preventing market 'backlog'. Therefore, the year-end sales push should start with the terminal. Focus on terminal changes and use promotional combinations, as consumer behavior, hypermarket dynamics, and competitor actions all shift during this period.

All year-end sales-boosting measures must ultimately be implemented at the terminal to ensure products reach consumers, preventing market 'backlog'. Therefore, the year-end sales push should start with the terminal.

Focus on Terminal Changes and Use Promotional Combinations

During the year-end sprint, the external environment undergoes three major changes:

> Consumer changes: At year-end, bonuses and benefits are distributed, significantly boosting purchasing power. Consumers prefer large hypermarkets. Group purchases such as company welfare and conference gifts also become an indispensable part of year-end sales.
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> Hypermarket changes: As the year draws to a close, hypermarkets also face sales pressure—both from annual sales targets and from retail managers seeking to boost performance for career advancement. Therefore, large hypermarkets proactively avoid losses from stockouts by stocking up on key products and preparing for impactful promotions. They also require suppliers to provide temporary in-store demonstrators to enhance service and promotional capabilities.
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> Competitor changes: While we push for sales, competitors are also doing the same. They monitor our moves, and external interference becomes more pronounced. They use tactics like price cuts, product mix adjustments, increased giveaways, and additional staff. These can disrupt our plans and confuse our strategy.

Facing these factors, a single tactic or routine is no longer sufficient. A combination of moves is essential to boost sales in a dynamic environment.

**1. Combine multiple products for promotions.** Some products win on price, others on giveaways, and others on functionality. With multi-product promotional combinations, hypermarkets are more likely to allocate multiple end-cap displays, reducing opportunities for competitors. This approach also meets diverse customer needs, increasing the chance to drive sales.

**2. Secure seasonal aisle positions for stacked displays.** The larger the stack, the better—so large that it surprises even you—to attract customer attention immediately. A prime position also denies competitors an opportunity. 'Product placement quality affects 50% of sales,' and '40% of customer purchases are impulsive and unplanned'—these are golden rules. Promotional combinations should aim to secure main aisle positions like seasonal corridors.

**3. Include live product demonstrations at the event.** This achieves the combined goals of 'showcasing functionality, highlighting selling points, engaging participation, deepening impressions, creating atmosphere, gathering crowds, enhancing competitiveness, and boosting sales.'

**4. Increase on-site demonstrators.** Enhance on-site promotional capability and competitiveness. If the store permits, equip demonstrators with 'megaphones' to create a combined visual and auditory impact on consumers. Ensure clear division of duties: some manage the sales atmosphere, others explain products, and others handle after-sales service.

Leverage and fully utilize in-store advantages. Use the store's PA system to continuously broadcast promotional combination activities; secure audio-visual POP, using projectors, VCDs, and other equipment to play feature films, commercials, or even movies to enhance the atmosphere and create a warm, vivid, and image-driven terminal.

Top Priority: Help Distributors Clear Terminal Inventory

Take the majority of manufacturers as an example: they lack the resources to operate all terminals directly, and may not even cover all key accounts. Therefore, driving sales through distributors at the terminal remains the mainstream approach.

If your product has strong brand equity, strategize on how to motivate distributors' enthusiasm and creativity. Distributors know local consumer needs and store characteristics best. Once their passion is ignited, their power often surpasses that of the manufacturer.

**To stimulate distributor enthusiasm and shift from 'passive' to 'active', the author suggests manufacturers hold a 'Promotional Drill Competition':**

**I. Objectives**
  * Through 'promotional drills', ignite distributors' creative promotional passion, enhance practical skills, uncover creative sources, accurately grasp key control points, and train distributors to independently complete promotional activities.
  * Boost sales and expand brand market influence.
  * Counter competitors, increase market share, and consolidate market advantage.
  * Enhance promotional planning, coherence, and execution.

**II. Award Settings**
1. Awards
  * Regular Promotion Golden Tripod Award: 3 winners
Awarded a gold certificate, 2,000 yuan worth of material support, and priority for the company's annual outstanding distributor evaluation.
  * Creative Promotion Flying Award: 3 winners
Awarded a silver certificate, 2,000 yuan cash material support, and priority for the company's annual outstanding distributor evaluation.
  * Community Promotion (including commercial performances) Golden Reed Award: 3 winners
Awarded a certificate, 2,000 yuan cash material support, and priority for the company's annual outstanding distributor evaluation.

**III. Evaluation Criteria and Procedures**

**IV. Promotional Drill Scoring Standards**

Source: Marketing Research Institute V (ID: yingxiaoyjs)
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