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Articles by 魏庆老师
Browse 25 New Distribution articles by 魏庆老师.
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Distributors, Take Charge of Your Own Business!
The real lifeline of a distributor's business is not monthly sales volume but the number of active customers multiplied by the number of product items sold. Salespeople, driven by commission, often neglect new and small stores, leading to a shrinking customer base and product range. Distributors must manage and track these metrics, adjust performance assessments, and focus on maintaining and growing their customer and product portfolio.
魏庆老师Manufacturers' Dissatisfaction with Distributors: Distributors Are Actually Scapegoats
Distributors often bear the brunt of manufacturers' dissatisfaction, but many of these issues are actually caused by the distributors' employees, not the distributors themselves. By implementing proper performance assessments for their staff, distributors can resolve these problems and improve their relationship with manufacturers.
魏庆老师Terminal Sell-Through: The Complete Work Checklist
For distributors, stocking shelves is not the problem; the real issue is when products don't move in stores. This article provides a framework for terminal sell-through in FMCG and related industries, covering the four key tasks: making products available, visible, audible, and top-of-mind, with detailed work checklists for each.
魏庆老师Distributors, Your Business Is Being Destroyed by Your Salespeople
A distributor's business is not this month's sales volume, but the number of active customers multiplied by the number of items. Is your business being destroyed? The article explains that sales volume comes from two indicators: active purchasing customers and items per customer. It emphasizes that distributors should focus on customer and item counts rather than just sales, and provides management strategies to prevent business decline.
魏庆老师Enrollment Brochure for Teacher Wei Qing's Second Open Course of 2017 (December)
This is the enrollment brochure for Teacher Wei Qing's second open course of 2017, held in December. The course, exclusively organized by Guangzhou Lizhishi Consulting Co., Ltd., focuses on improving distributors' profitability and management capabilities, with details on payment, schedule, fees, and quality guarantees.
魏庆老师Distributors, Don't Rush Your Children to Take Over the Business—Let Them Study a Few More Years
Life is severely punishing those who refuse to study hard. Many first-generation distributors, who started from poverty and built their fortunes through hard work, now face management challenges that require learning. However, their lack of education and learning habits makes it difficult to absorb and apply knowledge. The article advises distributors to let their children study more and gain experience in large companies before taking over the family business, so they don't have to struggle as much.
魏庆老师Teacher Wei Qing's Second Open Course of 2017 (December) Now Enrolling!
Teacher Wei Qing's second open course of 2017 (December) is now enrolling! The course is exclusively hosted by Teacher Wei Qing's own company, Guangzhou Lizhishi Consulting Co., Ltd. (exclusive host, no co-organizers). The course covers topics such as trend analysis, internal management, team management, KA management, and future outlook for distributors, with a focus on improving profitability and management capabilities.
魏庆老师Why Distributors Are a "Ticket" That Can Be "Torn Up" at Any Time
Distributors often accuse manufacturers of "burning bridges after crossing the river," but after over 20 years in marketing, the author has never seen a manufacturer that doesn't do this. Distributors should not feel indignant; if a manufacturer goes bankrupt, would a distributor heroically say, "I'll die with you"? Distributors are a "ticket" that can be "torn up" at any time, as the trend toward smaller and more specialized distributors means they become less indispensable.
魏庆老师Optimize Visit Routes, Accelerate Terminal Stocking: 10 Tips to Reduce Inventory!
Many companies blindly imitate the terminal route visit model of well-known enterprises, but fail to get orders or sell goods, wasting resources. Here are 10 tips to accelerate terminal distribution, including finding opportunity stores, concentrated visits, and flexible visit modes.
魏庆老师What Should Leaders Look at When Visiting the Market? How? Five Steps for Terminal Inspection Process!
Before entering a store for inspection, prepare by reviewing management priorities and relevant inspection items. Check the route manual for the store owner's name, the sales rep's visit times, purchase history, and gift records. This step involves not only familiarizing with basic store information but also thinking about key products and issues to inspect. For example, if the route manual shows altered visit times, plan to verify them upon entry. If purchase records show product A hasn't been reordered for five consecutive weeks, consider checking its display and dates, watch for damaged goods, and ask the sales assistant about difficulties and reasons for slow sales.
魏庆老师What to Do When a Second-Tier Distributor Engages in Cross-Sourcing and Price Undercutting?
A distributor is the contracted first-tier general distributor for a manufacturer, buying juice at 38.5 yuan per case. A nearby wholesaler, without any contract, sources products from outside and undercuts prices, disrupting market order. If the "illegal" wholesaler's price is lower than the general distributor's, what should be done? 1. Fight fire with fire, targeting the pain point: If you find a wholesaler undercutting your product's price, go directly to negotiate. Is it useful? If the distributor is very powerful locally, it might help to bring the wholesaler to the table, because regardless of legal or illegal means, the distributor can "intimidate" the wholesaler to some extent.
魏庆老师24 Practical Tips for Distributing New Products at Retail Terminals
A common scenario: the boss assigns a new product distribution task, the salesperson spends a day on the street visiting ten stores, finds it difficult, and reports back: "Supervisor, it's not moving!" The supervisor passes it up: "Manager, it's not moving!" ... Level by level, everyone thinks the product "won't move," and headquarters starts adding distribution policies. New products are certainly hard to distribute; as salespeople, "don't fail after one setback"—don't easily say "it won't move." The terminal sales model and tactics are "to win by orthodox methods," but besides orthodox methods, there are some "accelerating levers" that win by surprise. Only after using all these orthodox and surprise methods and levers should you say "it won't move!"
魏庆老师Why Distributors Are a "Ticket" That Can Be "Torn Up" at Any Time
Distributors often accuse manufacturers of "burning bridges after crossing the river," but after over 20 years in marketing, the author has never seen a manufacturer that doesn't do this. Distributors are like movie tickets—useful before entering, but torn up and discarded afterward. As manufacturers refine their markets, distributors' territories shrink, and they must adapt by specializing, improving efficiency, or finding new opportunities to remain indispensable.
魏庆老师67 Ways to Respond to 42 Reasons for Terminal Refusal to Stock
In an increasingly competitive market, controlling the terminal is essential. Many terminal salespeople struggle to visit many stores a day, have low communication efficiency, and lack effective responses to various terminal 'excuses', leading to poor performance. This article compiles and edits terminal sales scripts from marketing experts to improve visit and distribution success rates.
魏庆老师What Should a Manufacturer's Sales Rep Look for in a Distributor's Warehouse?
When a manufacturer's sales representative visits a distributor, they must inspect the warehouse, not just for stockouts but for a range of critical factors. This article outlines key areas including inventory counts, stock ratio management, storage methods, financial anomalies, promotional materials, and the 1.5x safety stock rule, emphasizing that proper inventory management builds credibility and improves ordering.
魏庆老师10 Specific Implementation Methods and Control Points for Trade Promotion
The effectiveness of a company's promotion is determined by two main factors: accurate promotion (using the right promotion method at the right time and market environment) and thorough execution (detailed arrangement and actual implementation of each step). For new product launches, trade promotion is a powerful tool to encourage channel merchants to stock and display new products. This article details ten common trade promotion methods for new product launches, including dealer order conferences, price discounts, sales contests, wholesaler purchase bonuses, and more, along with their execution details and control points.
魏庆老师Exclusive Video Release: Teacher Wei Qing's Universal Terminal Visit and Sales Model
On September 10, Teacher Wei Qing launched the industry's first live video training session on the WeChat public platform, titled 'Excerpts from the Universal Terminal Visit and Sales Model'. This platform is one of the first to release the video. Today, we publish the video for those interested to learn. The course covers detailed universal visit and sales skill models, including analyzing product structure from 11 dimensions, calculating terminal profits from 25 dimensions, and other combination tactics.
魏庆老师A Dumb but Effective Terminal Sales Method
This article discusses a persistent, service-oriented approach to selling to difficult retail stores, emphasizing repeated visits, setting small goals, and using service to break down resistance. It provides practical strategies for overcoming objections and eventually winning over stubborn customers.
魏庆老师Five Core Tools for Managing Frontline Sales Teams
Wei Qing will launch the industry's first live video training on September 10 via WeChat public platform, and this platform is honored to be one of the first to broadcast it. For those who want to improve their sales skills but cannot attend on-site training, this is an opportunity not to be missed. Details are at the bottom of this article. Out of 100 terminal sales reps, about 10-20 are 'fools' who work from the morning meeting at 8:30 until 6 PM without a break. About 60-70 are 'normal' who finish all work before lunch and fabricate reports at the restaurant. About 10-20 'smart' ones finish their daily visits within an hour, even just calling on a few key accounts.
魏庆老师At the Morning Business Meeting, Managers Must Never Say: "Does Anyone Have Any Problems?"
Managers often make three mistakes in meetings: being too 'sexy', liking to 'call bed', and being too democratic. 'Sexy' refers to using words like necessity, importance, and sense of mission. 'Call bed' refers to frequent use of 'must' and 'must not'. Being too democratic means asking for problems, which turns the meeting into a complaint session. Instead, managers should focus on performance, not problems.
魏庆老师Dealer Management Action Breakdown (Part 12)
In this installment, the focus is on dealer visit actions four through seven: promoting inventory and display concepts, conducting market visits and communication, building customer profiles, and helping dealers improve management processes. The article emphasizes the importance of persistence, professionalism, and building respect-based relationships to influence dealers effectively.
魏庆老师Dealer Management Actions Decomposed (Part 10)
This section reviews key points from the previous part, including correcting common misconceptions about promotions and detailing seven techniques for communicating launch plans. It then focuses on how to overcome common dealer doubts and obstacles, such as transitioning from credit sales to cash sales and addressing typical objections like high prices or low margins.
魏庆老师Dealer Management Actions Decomposed (IX)
This section continues the discussion on negotiation tactics with dealers, focusing on methods to convince dealers that they will definitely make money. It covers correcting common misconceptions about promotional 'secrets', detailing specific promotional methods for wholesale, retail, and supermarket channels, and emphasizing the importance of detailed communication and execution in presenting launch plans.
魏庆老师Dealer Management Actions Decomposed (Part 8)
This section reviews the basic skills for negotiating with dealers before cooperation, then introduces specific methods and common patterns for communicating and formulating new market development plans. It emphasizes analyzing dealer psychology, reducing perceived risk, and using structured negotiation tactics to build trust and encourage cooperation.
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