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The 11 Most Common Consumer Psychologies: Master Them to Win Every Battle
As the saying goes, "Know yourself and know your enemy, and you will never be defeated." Salespeople must fully understand customers' purchasing psychology during the sales process, as it is a crucial factor in closing deals. Customers experience a series of complex and subtle psychological activities during transactions, including thoughts on quantity, price, payment methods, and contracts. These psychological activities have a decisive impact on business success, so excellent salespeople should value and study customers' psychological activities.
New DistributionJDB Sales Data Fraudulent? Nielsen Responds: Data Inconsistent with Facts!
This article is reposted from the public account: FMCG Mansion. The legal battle between Wanglaoji and JDB, which has lasted nearly three years, is still unresolved, and recently the two sides have been arguing over who is the number one herbal tea brand. Every year at this time, industries release their previous year's statistics, and the herbal tea industry is no exception. Following past practice, JDB annually uses survey data from the 'China Industry Enterprise Information Publishing Center' under the name of the National Bureau of Statistics, using this data to aggressively promote itself as the top-selling herbal tea, even using the slogan '7 out of 10 cans of herbal tea are JDB' in various media and TV advertisements.
New DistributionHow to Accelerate Product Sell-Through in Supermarkets
Getting products (especially new ones) onto supermarket shelves is easy, but achieving sell-through is hard. The speed of sell-through directly impacts market sales and profits. Typically, if a product doesn't move within three months, supermarkets will ask the manufacturer (or supplier) to exit. The key is for manufacturers, suppliers, and supermarkets to work together to solve the sell-through problem.
New DistributionNine Strategies for Taming Distributors
In modern business warfare, as competition intensifies and brand promotion and terminal marketing costs soar, FMCG companies are shifting marketing work to distributors while providing sales support. However, distributors often fail to cooperate, demanding policies and fees, or even engaging in channel stuffing, which troubles manufacturers. How can manufacturers make distributors operate the market according to their requirements and achieve a 1+1>2 effect? Based on over ten years of experience managing distributors, the author suggests that by implementing the following nine strategies, distributors will not only become obedient but also dependent on the manufacturer.
New DistributionBundle Selling: The 'Free-Riding' Strategy for Small and Medium Brands
This article is reproduced from the WeChat public account: 买卖仓. Bundle selling refers to distributors using fast-moving products to drive sales of other profitable but slow-moving products. To achieve this, they often lower the price of the fast-moving products as bait, thereby maximizing overall profits. The article discusses the causes, motivations, systematic implementation, key success factors, and risk prevention of bundle selling.
New DistributionCommon Questions in Distributor Operations
Distributors often face the risk of manufacturers changing or dropping them, leading to significant losses. To prevent this, distributors should maintain rational business practices, use legal agreements, build strong customer relationships, and keep pace with manufacturers' progress.
New DistributionTechniques for Sales Staff to Compliment Customers
The most beautiful language in the world is praise for others. Appropriate praise not only brings people closer but also opens their hearts. Although the world is full of flattery and exaggerated compliments, people still greatly appreciate sincere recognition. From a psychological perspective, being acknowledged is a fundamental need. As a sales guide, the key to success is the ability to think from the customer's perspective. Since customers need praise, why should we be stingy with our words? Our praise costs nothing and is a sales method that requires no additional investment.
New DistributionHow to Handle Terminal Display? Remember These 9 Words!
This article is reprinted from Sugar, Tobacco, Wine Weekly Food Edition. Starting from the principle of simplified management, display is actually a meticulous task that requires care. If executed according to the basic requirements, it can effectively enhance the store image and promote sales.
New DistributionDistributor Inventory Management: Let Inventory Be the Basis for Your Decisions!
Distributor inventory management is more about the thorough implementation of systems and the application of related tools, ensuring that product inventory is not just a number but a basis for decision-making. "Know yourself and know your enemy, and you will never be defeated"—inventory management is the most important part of "knowing yourself." Many distributors use data management systems like Guanjiapo or Xiaoguanjia, but often find significant discrepancies between physical inventory and system data during semi-annual or year-end stocktakes, making it difficult to accurately calculate product gross profit after correcting the differences.
New DistributionNo Matter How Big Your Warehouse Is, It Will Be Filled with Inventory
In manufacturing, there is a strange phenomenon: no matter how large your warehouse is, it will be filled with inventory; no matter how many warehouses or storage locations you have, each will be full of stock. The size of the warehouse seems to determine the level of inventory. This article explains why this happens, citing a case where reducing warehouse space actually improved inventory turnover, and discusses the psychological and managerial reasons behind this phenomenon.
New DistributionN Ways to Play Price Promotions at Retail Terminals
Distributors most want to see booming apparel sales. As the saying goes, to make money, you need volume. Discounts and price cuts are effective, but if not used well, they can be counterproductive. Terminal price cuts require strategic thinking.
New DistributionHow to Manage Distribution Channels Effectively?
The ultimate goal of channel reform is to reduce costs and improve efficiency, which can be achieved by reducing distribution links, centralized purchasing and distribution, centralized product shipment, and faster inventory and capital turnover. Based on the current situation and problems, it is imperative to effectively integrate distribution channel resources and innovate distribution channels in response to market changes. First, diversify distribution channel models. Second, flatten the distribution channel structure and shift focus downward. Finally, informatize distribution channels.
New DistributionFour Key Tasks for a New Manager
In the fast-paced world of marketing, new managers must quickly stabilize their team, understand their resources, establish clear rules, and create highlights through leveraging or creating momentum. This article outlines these four essential tasks for any new leader.
New Distribution10 Books, 10 Concepts, and 1 Themed Sharing Session You Must Go All-In On for Communities
This article is a comprehensive guide for marketers on building and managing brand communities. It provides a curated list of 10 essential books, explains 10 key concepts, and shares two real-world case studies (Jiangxiaobai and Funiu Tang) to illustrate practical community operations.
New DistributionThe Road to Reinvention for FMCG Distributors in the New Economic Landscape
The survival and development of FMCG distributors are closely tied to changes in FMCG companies. When the industry grows and companies expand rapidly, distributors grow in tandem; conversely, they face pressure and slow growth. As overall industry growth slows and competition intensifies, companies raise their demands on distributors. China's economic geography and commercial development are characterized by a large population, complex geography, diverse consumption patterns, and varying market order, leading to multiple forms of manufacturer-distributor cooperation.
New DistributionIOUs, Loan Notes, and Receipts: How Much Do You Know About Their Legal Effect?
This article explains the legal meanings, facts proven, and legal relationships reflected by IOUs, loan notes, and receipts. It highlights the differences between loan notes and IOUs, provides precautions for issuing these documents, and offers remedies for defective documents.
New DistributionSeven Sins of Slow Sales in Peak Season
Distributors are busy preparing for the peak season, hoping to make a fortune. However, sales may not increase or even fall below normal levels. This article analyzes seven reasons that hinder distributors' shipments, including excessive price cuts, counterfeit products, low-profit old products, part-time salespeople, terminal arrears, high turnover of salespeople, and inactive secondary distributors.
New DistributionThe Art of Distributing New Products
Distribution is the first step in bringing a new product to market, and it is crucial. This article details the key considerations for new product distribution, including its four major characteristics, three standards, and effective strategies.
New DistributionFifty Differences Between the Marketing Department and the Sales Department
The author, a marketing practitioner and researcher, addresses common questions about the differences between marketing and sales, and the frequent conflicts between the two departments. Drawing on years of experience in both roles, he outlines fifty distinctions, emphasizing that marketing focuses on long-term strategy, consumer psychology, and brand building, while sales focuses on short-term results, immediate transactions, and revenue collection.
New DistributionHow Can Distributors Retain Their Top Sales Talent?
For distributors, attracting and retaining top sales talent is challenging, as top performers often prefer integrated supply chain companies and may leave to start their own businesses or join competitors. This article explores strategies such as emotional engagement, alternative career paths, delegation of authority, profit-sharing, and adjusting compensation structures to retain these key employees.
New DistributionHow to Survive the Off-Season for Instant Noodles
Summer brings opportunities for some products like water, beverages, and beer, but poses challenges for instant noodles and biscuits. This article offers strategies for instant noodle manufacturers to maintain and boost sales during the summer off-season, including shifting channel focus, adjusting packaging, motivating distributors, and leveraging secondary wholesalers.
New DistributionDetailed Management of Regional Market Channels
Building key regional markets has become a consensus in corporate marketing, and forming regional advantageous markets is the only way for many small and medium-sized enterprises to concentrate superior resources against big brands. With a 'base area', enterprises can advance or retreat, supporting their survival and growth. This article details the five major aspects of channel management in regional markets.
New DistributionProfit Strategies for Distributors in the Next Five Years
This article discusses the two stages of a distributor's development: survival and long-term sustainability. In the survival stage, distributors focus on quick profits and opportunistic sales, while in the long-term stage, they must shift to strategic planning, cost control, and talent development. The article outlines key profit models and future trends, emphasizing the importance of brand resources, market positioning, and dynamic adjustment.
New DistributionMajor Marketing Mistakes Managers Often Make
Management focuses on facts, marketing focuses on perceptions. Management believes changing reality changes perceptions, but marketing knows changing perceptions is the hardest task. The key is to build a brand in the mind, not just improve products.
New Distribution