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17 Negotiation Tips for Salespeople
This article provides 17 negotiation tips for salespeople, emphasizing thorough preparation, understanding the other party's authority, negotiating on home turf, maintaining a professional demeanor, and using data to support arguments. It advises against showing too much interest, suggests controlling the negotiation pace, and stresses the importance of not settling for a 50/50 split when better terms can be achieved.
New DistributionWhy Do Distributors Misappropriate Manufacturer Funds?
Among the various accusations manufacturers level at distributors, misappropriating manufacturer funds (including materials) often ranks in the top three. There are many ways distributors do this, such as withholding channel promotion resources intended for downstream customers, selling promotional materials as scrap, and inflating entry fees.
New DistributionTop 10 Classic Marketing Cases in Today's Marketing World
This article presents ten classic marketing cases in China, including Diaoye Niunan's internet thinking, Qingfeng Baozi's unexpected fame, Huang Taiji's O2O strategy, and Xiaomi's hunger marketing, among others, illustrating innovative approaches and their impacts.
New DistributionDealer Employment Principles: Character First, Attitude Second, Ability Third!
In dealer management, cooperation between departments and individuals is inevitable, making the choice of employees and partners a crucial consideration. The article emphasizes that character is the primary principle, attitude is the fundamental second, and ability is the foundational third, advocating for selecting people with integrity and dedication over mere capability.
New DistributionBusiness Undercover: Distributors Launch a 'Talent War'
Sending 'undercover agents' to competitors is not uncommon. Distributor boss Zhao Xin aims to use 'business undercover' as a 'more promising' competitive tactic with upstream and downstream partners.
New DistributionHow Distributors Can Promote New Products at the Terminal
Terminals, distributors, and consumers are not short of new products, but for distributors, a successful new product means a new profit source. However, the survival rate of new products is less than 15%, and in the FMCG industry, it is as low as 5%. This article uses the example of Boss Hu, a distributor in Changsha, to explain how to design an effective new product launch plan and find the connection point between the new product and the terminal, thereby improving the survival rate of new products.
New DistributionMastering 'Discourse Power' in the Channel Chain
Channel strategy is about solving how a company's salespeople and channel partners actively sell products, and how to maximize the integration and utilization of sales resources. The core is to ensure product visibility through distribution and to build base markets that provide cash flow and experience for expansion.
New DistributionThe Road to Distributor Private Brands
In Fuzhou's retail bulk goods area, the 'Changsheng' brand stands out as a distributor's own retail brand, offering a wide range of products from various manufacturers. This article explores how distributors can build successful private brands, using 'Changsheng' and other examples, and provides practical advice on quality control, market positioning, packaging, branding, and channel coordination.
New DistributionHow to Rationally View Centralized Display of Products in KA Stores?
A case study of a salesperson struggling with centralized display issues for chocolate products in KA stores, followed by rational strategies for suppliers to address display challenges and persuade retailers.
New DistributionThe World Is Changing: How Can Distributors Transform in the New Mobile Internet Environment?
After a year of OTO hype and industry disruption in 2014, Chinese entrepreneurs are pondering how to navigate the future if OTO becomes essential. This article explores redefining business, trade, and marketing in the mobile internet era, and outlines the future role of distributors as operators and service providers.
New DistributionWho Is Disrupting and Eroding the Development Space of Distributors?
Distributors face immense challenges in the product cycle from manufacturers to consumers, including manufacturer-distributor conflicts and terminal demands. However, a more profound force—industry consolidation, cross-sector integration, and e-commerce—is reshaping their future, forcing them to transform or be left behind.
New Distribution6 Ways to Raise Prices Without Directly Increasing Them
This article offers six strategies for raising prices indirectly, such as bundling services, reducing package sizes, and introducing new service tiers, to minimize consumer resistance and maintain margins.
New DistributionKey Considerations in Breaking Down Sales Targets
Salespeople often fear setting sales targets due to fear of failure and lack of proper planning. This article identifies four common mistakes that lead to unmet goals and provides a five-principle framework for setting targets, along with strategies for breaking them down into actionable plans.
New DistributionWhat Does the Future of Marketing Look Like?
Just like marketing strategies, the overall strategies of enterprises are facing increasingly severe challenges. In the 1990s, a product could sell well for 5 to 10 years, but in the 21st century, the product life cycle has been rapidly compressed. The Internet era demands higher marketing efficiency, precision, and investment returns, requiring companies to integrate technology into their marketing efforts.
New DistributionDelegation: The Lesson Distributors Must Learn to Grow
After years of hard work, FMCG distributors can finally sit in the office and command remotely, but once they leave the front line, they find that salespeople are not as savvy as they are, and newly promoted supervisors cannot be trusted to handle things well. Facing various problems, they have to roll up their sleeves and handle things personally. There are many skills in problem-solving, and delegation is one of the key skills. A boss who cannot delegate will always remain a small boss.
New DistributionFrom 100,000 to 3 Million: The Miracle of a Half-Jin Low-End Liquor in a County-Level Market
In a county-level market with a population of less than 400,000, an agent whose initial shipment was less than 20,000 yuan managed to achieve annual sales of 3 million yuan for a half-jin low-end liquor within just two years. This article analyzes the market background, identifies the crux of the problem, and details the breakthrough strategies, including cash promotions, township network development, and community tasting events.
New DistributionTen Laws for Product Sell-Through
When doing marketing consulting, bosses are often uninterested in too much theory and prefer practical operations with immediate results. This article summarizes ten laws for terminal sell-through, including vivid display, following big brands, creating momentum, optimal pairing, clear appeals, consumer benefits, convenience, pricing strategy, emotional marketing, and persistence.
New DistributionMarketing Strategies from the Perspective of Product Life Cycle
This article discusses marketing strategies for baijiu (white liquor) companies based on the product life cycle, which includes four stages: introduction, growth, maturity, and decline. It emphasizes the need for different promotional strategies at each stage, such as improving distribution coverage during introduction, expanding sales during growth, countering competitors during maturity, and addressing channel profit issues during decline.
New Distribution5 Activation Strategies + 6 Focus Strategies for Selling Mass-Market Liquor
The core of mass-market liquor operations is creating an atmosphere, which should be a systematic process involving five activations: product, distributor, terminal, consumer, and city. To achieve breakthroughs, focus on six areas: theme, time, distribution, activation, resources, and product.
New DistributionPersonality Analysis: A Detailed Look at the Enneagram
This article introduces the Enneagram personality system, describing nine personality types with their core traits, typical phrases, and famous examples. It encourages readers to identify their true selves beyond social masks.
New DistributionDistributors' Sales Growth Is Slow and Hard to Break Through—What to Do?
Distributors care most about profits, and every distributor wants their business to grow and remain profitable. However, reality is harsh, and many distributors face the challenge of slow sales growth. Currently, distributors' sales growth faces several hurdles: the first is 10 million yuan, which some distributors struggle to break through for years; the second is 30 million; the third is 50 million; and the fourth is 100 million, which many distributors fail to surpass in their lifetime.
New DistributionPrice Can Compete, but Competition Should Not Be Only on Price
As raw material prices soar, companies find it increasingly difficult to sustain themselves by cutting costs alone. How should they raise prices? To gain market share, are they willing to sell at a loss, and can price cuts achieve the desired results? Price competition only has positive effects when based on providing customer value.
New DistributionThe Quotation: The First Hurdle to Entering a Key Account
For suppliers hoping to cooperate with hypermarkets, providing a high-level quotation is essential. For hypermarket buyers, selecting suitable partners and brands from numerous suppliers is not easy, and the quotation often serves as the first threshold. Through the quotation, buyers can predict the product's market competitiveness and assess the supplier's strength and management level.
New DistributionHow Should Distributors Consolidate Their Agency Product Lines?
Three years ago, the author conducted market research in Heilongjiang and found a county-level distributor representing 38 brands of various sizes, from Shuanghui and Yanjing Beer to obscure condiments and pickles. Despite a 1,500-square-meter warehouse, eight delivery trucks, and 21 employees, annual revenue was under 30 million yuan, and the company was unprofitable year after year. The article explores how distributors should integrate their product portfolios, offering methods based on brand awareness, product life cycle, unique features, category space, category momentum, and gross margin.
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