Nowadays, many companies assess performance based on sales commissions, but some only assess displays, and can display products very well. Sales volume may not be determined by salespeople, but display quality is within their control; other factors rely on brand, advertising, promotions, and price to attract consumers. Display plays a crucial role in the entire sales process. Poor product display will inevitably lead to the failure of the entire sales process; if basic terminal display work is done well, consumers' attention to products will significantly increase, effectively boosting purchase probability. In today's world where circulation commerce holds a dominant position, modern trade channels are of great significance to product sales. "Those who win the terminal win the market," and winning terminal display is an important prerequisite for winning the market. Since terminal display is so important, how should we do basic terminal display work well? I. The Importance of Basic Terminal Display 1. Basic terminal display is a key link in product sales. No display, no sales; the quality of display directly affects product sales. If product, packaging, and price are essential factors in terminal stores, then product display in terminal stores is also crucial for product to occupy the terminal. When customers purchase products, they pay close attention to the store environment layout and the visual effect of product display. If products are placed without aesthetics or even messy, it may fail to arouse customers' purchase desire; if products are placed in inconspicuous corners, they cannot attract consumers' attention or improve sales performance. Good product display and presentation should attract customers' attention from the first visual impression, generating interest, trust, and stimulating purchase desire. 2. Terminal display can enhance corporate image and build brand influence. As the saying goes, "Clothes make the man, gold makes the Buddha," extended to products, it's about packaging, but even with good packaging, good sales may not necessarily follow. Having good products and packaging is only the first step to sales; the key is how to combine products to form an optimal display. Decisive terminal battles are not just about price wars and jumping into the "red ocean"; the terminal is an important strategic position for companies to achieve sales and build brand image. Therefore, doing basic terminal display well can not only boost sales but also establish product and corporate image, guiding market competition away from the "red ocean" towards a higher level of healthy competition. 3. Guide consumer consumption and intercept competitors at the terminal. Research has found that consumer purchase behavior is often unplanned, i.e., impulsive buying—deciding on the spot based on product displays or promotional information. Merchandising can enhance product display effects and stimulate consumers' purchase intentions. In consumer goods, especially FMCG, product display quality is the "last mile" to sales; impulsive buying is easily influenced by the external shopping environment. Terminal display is also a key factor affecting impulsive purchases, so doing basic terminal display well can attract consumers to make impulsive purchases. If combined with terminal salesperson promotions, it can effectively intercept competitors. II. How to Secure Terminal Display Resources Terminal display resources are limited and scarce, especially in today's competitive environment, making them a battleground for any company. Therefore, manufacturers have increased investment in display resources, making the terminal competition even harsher. Below, I share several ways to obtain terminal displays based on personal experience: 1. Purchasing displays with fees: This is a common practice currently. This method is widely applicable; as long as there is financial investment, resources can generally be secured. It is especially suitable for new brands, as they have low market awareness, and retail terminals are unlikely to give them good display positions or special support. Therefore, new brands typically invest heavily in resources during the initial promotion phase. The American-backed brand "Xinhui" invested significant financial and material resources in Hangzhou retail terminals in 2006, securing good display resources. However, from another perspective, anyone with money can secure better terminal display resources; the real skill is to secure better and more display resources without spending money or spending less. This is what salespeople should focus on and cultivate. 2. Salesperson's personal ability: Product performance at the terminal largely depends on the relationship with the terminal, which in turn largely depends on the salesperson's personal ability. No matter how advanced a company's management system is, it ultimately relies on people to execute. Therefore, to do basic terminal display work well, the salesperson's personal ability is crucial. With good relationships, you can gain customer support and strive for excellent display performance. So, what abilities should such a salesperson possess? Perseverance and never-give-up spirit: Many store managers handle many things and see many salespeople daily; it's almost impossible for them to remember who you are and which company you represent at first. Especially when they are not familiar with you, asking them to adjust displays is hard to achieve immediately. To reach your goals, you need to visit terminals frequently. This persistent work attitude not only helps you achieve your goals but also earns their respect. Salespeople should continuously learn and become industry experts: Become a constructive advisor to store managers in category management, providing persuasive terminal construction plans or category management ideas, and solving their work challenges. This builds trust and helps secure better resources. This requires salespeople to keep learning both on and off the job. Some salespeople have rich practical experience but lack theoretical knowledge due to poor summarization, limiting their growth and promotion. Also, in communication with store managers, they lack theoretical support, reducing the credibility of their viewpoints. Salespeople should have a "shameless" attitude: After ineffective communication with store staff about display adjustments, you can inform the stock clerk and adjust your display yourself. Some stores don't truly reject display adjustments; they just fear trouble. After adjusting, ensure the display is neat and clean; otherwise, you won't be allowed to adjust again. (Note: Suitable for standard supermarkets, not hypermarkets; also, be careful with the "degree" and don't be too hasty, or store staff may resent it.) Read people, find weaknesses, and cleverly cater: Due to the strong position of terminals, many store managers are tough and arrogant. Some managers like to play "teacher," lecturing manufacturer salespeople to show off their abilities. At this time, let them be the teacher; just listen carefully, seize favorable words, and then pretend to be ignorant and humbly ask for help. This often succeeds. As the saying goes, use their own spear against their shield, making it hard for them to refuse. 3. Use sales and profits to gain terminal display preference and support: The foundation of good relationships is built on solid sales performance. Without sales performance, even the most capable salesperson and best relationships are not solid. Sales are the foundation; relationships are the booster. This requires strong data analysis skills. If you want something, use data to show the terminal what growth or benefits they can gain by adopting your suggestions. 4. Use promotional activities as a condition to gain display support: Promotional plans must be persuasive and clearly show stores what benefits they will bring, so they will support your display. It's best for salespeople to detail the promotional plan and present it as a PPT, which not only demonstrates professionalism but also vividly explains the plan. It's also a form of self-summary and improvement, beneficial for personal growth. 5. Pay attention to retail terminal and competitor dynamics, seize opportunities to adjust and expand displays: Some supermarkets adjust and inventory their shelves according to seasons. This is the best time to strive for better display positions and larger display areas. During shelf adjustments and inventory, supermarkets usually do it at night to avoid affecting normal sales, and they often lack manpower. If you can help the supermarket adjust at that time, staying up all night with them, can't you achieve a larger and better display? 6. Seize displays during daily visits: Learn the competitor's salesperson's visit times to the supermarket, adjust your visit to follow closely, quickly weaken their display results, and seize shelf space; Ensure timely supply: Understand each supermarket's sales volume, help correct safety stock levels, and deliver promptly to prevent shelf space reduction due to stockouts or missing items. III. How to Utilize Terminal Display Resources Display resources secured through fees, salesperson abilities, promotional support, etc., do not automatically yield good results. At this point, it's necessary to integrate display resources to maximize their benefits. 1. Train relevant personnel in sales skills and merchandising: 2. Display principles: The basic principles of display revolve around "three reaches": see it, buy it, get it. The principle for main products: golden positions for main products. 3. Monitor competitors and adjust timely: While formulating your product display strategy, pay attention to competitor market information and dynamics, respond quickly, and continuously adjust display strategies. When displaying, "cling to the big": For brands with low awareness, stick close to the leading brand, using its fame and attention to increase consumer exposure. For industry leaders, avoid displaying alongside low-quality brands to avoid lowering your status. Quickly shake off followers of low-quality brands. Distance principle: For products of similar specifications and brand influence, don't place your product next to competitors' high-value products, which might leave consumers with an expensive impression. 4. Keep shelves full but not overfull: Some salespeople habitually fill shelves to the brim, even cramming products in. Keeping shelves full is necessary, but maintain a degree; don't let products overflow. Don't make it hard for consumers to take your product; many won't have the patience. Make it easy for them to grab with one hand. When restocking, remove the outermost layer of products, which not only facilitates consumer access but also creates an impression of product movement. 5. Always better, never best: Terminal display resources are limited; if one manufacturer has a larger display area, another will have a smaller one. When doing basic terminal displays, maintain a "greedy" attitude towards display area and position. Your daily job is to squeeze competitors' display space and expand yours. After seizing limited display resources, leave competitors with no display despite being in the store, and crush their products in the warehouse. 6. Display never ends; it relies on execution: Securing the best display position and space is only the first step; maintaining terminal display effects relies on salespeople's unremitting efforts daily, monthly, and yearly. Whoever supplies more timely, visits more frequently, and does more solid store displays will maintain their display positions and gradually seize competitors'. At the request of many distributor friends, our platform's fourth B-end e-commerce inspection class will visit Nanjing and Hangzhou from August 15-18 to inspect Qianmi Network and Alibaba Retail Link. Distributors interested in transformation can join us for on-site inspections: Activity schedule: Time: August 15-18
15th: Check in at designated hotel in Nanjing; 16th: Inspect Qianmi Network, take high-speed rail to Hangzhou in the afternoon; 17th: Participate in the "FMCG Distributor B2B Transformation Exchange Summit"; 18th: Inspect Alibaba Retail Link in Hangzhou; Distributors interested in transformation are welcome to join us to learn and inspect on-site: Organization format ************1. Company visit
- Actual market case visit
- On-site explanation
- One-on-one communication************ Participating distributors only need to pay a 200 yuan registration fee. Other expenses are self-covered. Note: This inspection is limited to distributors. Interested distributors can register by long-pressing the QR code below. When adding, please note: "Fourth Registration". Non-participants, please do not disturb Group photos from previous inspections: Group photo of the 3rd B-end e-commerce inspection, from top to bottom: Yunbao Shangmeng, Weijie City Distribution, Wanshang Yizhan. Group photo of the 2nd B-end e-commerce inspection, from top to bottom: Jinhuobao, Caiba, Yishang. Group photo of the 1st B-end e-commerce inspection, from top to bottom: Piduoduo, Beiquan, Yishang. -END- The best FMCG distributor learning platform in China Focusing on providing professional, practical, and actionable 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 corresponding content Reply with number 1 to view the complete knowledge base | 001 Excellent article selection | 002 Distributor market operations | 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, brands | 016 Distributor B2B transformation | [Long press QR code to follow]