AUTHOR ARCHIVE
Articles by 王荣耀
Browse 12 New Distribution articles by 王荣耀.
Published articles
12 articles · Page 1 of 1
Dealer Development: New Situation, New Approaches
Dealers are a company's first customers, especially for SMEs where brand pull is insufficient; dealer push becomes key to market penetration. Choosing the wrong dealer means failure from the start. This article recommends 11 types of dealers to prioritize, based on practical experience and case studies.
王荣耀20 Key Rules for Effective Distributor Management
This article outlines 20 critical rules for managing distributors, covering sales growth analysis, expense ratios, payment collection, policy compliance, product assortment, inventory management, promotional participation, and relationship building. It emphasizes the importance of regular visits, information sharing, and maintaining detailed distributor records to ensure effective management.
王荣耀Salesperson = PR Lady
The article argues that sales is now a young person's game, akin to fashion models or PR ladies, and that the most important task for young salespeople is not immediate success but personal growth, which includes both selling products and self-marketing for a better future.
王荣耀Six Sales Taboos: Most Managers Will Fall Victim to Them
To excel in sales, one must first excel in sales management. Many companies' poor sales performance—such as sluggish product sales, piles of accounts receivable, unmotivated salespeople, and high sales expenses—is not due to incorrect sales strategies or lack of effort from salespeople, but rather to inadequate sales management. One of the biggest taboos is having no sales plan.
王荣耀How Should Frontline Supervisors Promote at the Terminal Market?
The terminal market, the end of the sales channel, is the final destination for manufacturers' sales. It serves as a crucial link between manufacturers, wholesalers, and consumers. The basic rule for successful sales today is that whoever controls the terminal market wins. Some manufacturers have mistakenly overemphasized advertising's role in pulling the market while neglecting terminal market construction. Many have learned from failures and are shifting their marketing strategies from advertising to channel promotion, focusing on improving retail store distribution rates and in-store product share.
王荣耀Do! The First Principle of Managing Distributors
The first principle for salespeople managing distributors is to do, because action speaks louder than words. Consider this: will a distributor cooperate with and support a salesperson they do not trust or respect? A few years ago, during a training session at a company, an example was shared where a distributor called the sales manager, angrily demanding a replacement for the salesperson responsible for their market, threatening to stop selling the product if the salesperson was not changed. So, how can salespeople earn the trust and respect of distributors to gain their cooperation and support?
王荣耀Classic Insights from Marketing Masters
This article compiles classic quotes and insights from marketing professionals, covering topics such as sales management, manufacturer-distributor relationships, advertising, and business philosophy.
王荣耀Six Essential Principles for FMCG Small Business Owners to Turn Distribution into a Big Business
Having trained tens of thousands of distributors for over a hundred companies nationwide, I've met many elites. A few years ago, I trained distributors for Shuanghui in 16 southern provinces and met General Manager Chen from Guiyang, whose company already had 64 delivery vehicles. In March this year, I trained distributors for Shanxi Zilin Vinegar in Chongqing and chatted with General Manager Qin of Riyuexing Company, the Nanyang distributor. I had met him years ago when training Fuling Zhacai distributors; now his annual turnover is nearly 100 million yuan. He manages to get all 150 supermarkets in Nanyang to pay upfront for goods, even during peak seasons like Spring Festival, rather than using credit terms.
王荣耀11 Types of Distributors Manufacturers Prefer to Cooperate With
This article outlines 11 types of distributors that manufacturers prefer to cooperate with, based on their reputation, market dominance, service capabilities, strategic insight, market expansion ability, network advantages, and other factors. Each type is illustrated with examples and practical advice for salespeople.
王荣耀Methods of Sales Process Management
After a company sets its sales targets (including sales volume, gross profit, increasing sales outlets, and full payment collection), the key to achieving these targets lies in two aspects: first, the sales manager must specifically and meticulously break down these targets to salespeople and distributors, and coordinate with sales and promotion plans to help them achieve monthly, quarterly, annual, product-specific, or region-specific sales goals. Second, the sales process must be tracked and controlled to understand the dynamics and progress of daily sales work, and to promptly identify and resolve any anomalies or problems in sales activities.
王荣耀Terminal Upgrade: From Terminal Sales to Customer Management
Terminal work has focused on sales, leading to homogenized terminal tactics and declining effectiveness. To break through, companies must innovate by returning to the marketing principle of customer centricity, shifting from terminal sales to customer management.
王荣耀20 Key Rules for Effective Distributor Management
This article outlines 20 essential rules for managing distributors, covering sales growth analysis, expense ratios, payment collection, product assortment, inventory management, and more. It emphasizes the importance of regular visits, relationship building, and information sharing to ensure distributor cooperation and business success.
王荣耀