TOPIC ARCHIVE
Management & Methods articles
管理/团队/方法论
Browse 3961 New Distribution articles about Management & Methods.
Published articles
3961 articles · Page 122 of 166
How Can Sales Managers Change Salespeople's Bad Habits?
For sales managers, the hardest task is improving salespeople's performance. Bad habits, such as not actively seeking new customers, stem from a lack of ability and motivation. Managers should help salespeople see the link between change and results, give specific recognition for improvements, and establish clear metrics to drive behavioral change.
New Distribution10 Steps to Successful Selling: With Action Breakdown and Practical Tips
This article outlines a 10-step sales process, starting with preparation and mindset, building trust with customers, understanding their needs, presenting solutions, handling objections, closing the sale, and providing after-sales service. It emphasizes the importance of emotional state, communication, and customer value.
New DistributionDon't Brainstorm with My Time, Give Me Solutions, Okay? (A Must-Read for Newbies)
On my second day at work, my supervisor told me, "Don't use my time to brainstorm; give me clear solutions." For example, when tasked with planning a major event in December, I spent 14 hours at home crafting a plan, only to realize I lacked basic knowledge. So I proactively engaged colleagues to understand the product and what I needed to learn. Eventually, the plan matured, and I discovered many flexible approaches. You have to figure out methods yourself; the time you invest will show in the results.
女王丁丁Key Points for Sales Staff Year-End Work Summaries
2015 was a very difficult year for many Chinese companies, with declining exports and weak domestic demand posing significant threats. As the year ends, sales staff are making final pushes to meet targets, and this article outlines key points for writing effective year-end summaries, including goal completion, expense allocation, major accomplishments, market issues, strategy evaluation, and next year's objectives.
蒋军What Should We Do About Expired Products Left by Old Customers?
Recently, during a training session, the author received a letter seeking help: "I am a marketing representative for a daily chemical company, responsible for operations in three county-level markets. In 2010, I took over a new market, which was not entirely new but rather a 'half-baked' market where the previous distributor had terminated cooperation with the company for various reasons. After taking over, I opened a new distributor. Just as I was ambitious and confident to make a big push, while distributing goods with the new distributor, I found that the products previously distributed to wholesale and retail stores by the old customer had not been sold out, and to my surprise, these products, ranging from three to five boxes or bottles, had already expired. Every time we go to distribute, these wholesale or retail stores demand that if we want them to continue selling, we must exchange the expired products; otherwise, they won't sell. I am in a dilemma: if we exchange, who bears the loss? If we don't, the market cannot continue, and it may dampen the new distributor's confidence. What should I do?"
崔自三When Salespeople Are Idle, Markets Unmanaged, and Maintenance Neglected, They Resort to Pressuring Stock, Chasing Payments, and Maliciously Overdrawing the Market—How Should Such Business Be Managed?
Many bosses only care about sales results, not the process, which can lead to idle salespeople, market mismanagement, and harmful practices like forced stocking and price dumping. Modern marketing emphasizes process management, and this article outlines six key measures—recruitment, goal setting, work planning, reporting tools, performance appraisal, and audit monitoring—to effectively manage salespeople and ensure sustainable performance.
柏龑Year-End Review: How Distributors Can 'Carry Forward the Past and Open Up the Future'
Year-end is a critical period for distributors to carry forward the past and open up the future. They must not only follow the pace of manufacturers in ordering and stocking products and arranging Spring Festival promotion schedules, but also summarize and review their own business performance over the past year, and look ahead to new plans and goals for the coming year. So what should distributors be busy with? Reviewing goal achievement: The achievement of sales targets is the most basic requirement for distributors to survive and develop. At the very least, we need to check the actual completion of the following goals...
崔自三Blue Moon, Can You Still Carry the Banner of Industry Leader?
Blue Moon, a local daily chemical company that established itself in the fiercely competitive market with toilet cleaner and collar cleaner, was at a loss before the 21st century: these were niche categories, merely a ticket into the broader daily chemical market. Founder Luo Qiuping, a chemistry graduate from Wuhan University, had a keen eye for market opportunities. He boldly focused on hand sanitizer, persisting despite early failures by competitors, and seized the opportunity during the 2003 SARS outbreak to create and dominate the hand sanitizer category. Later, he entered the laundry detergent market in 2008, quickly becoming the market leader. However, marketing is not a sprint but a marathon, and Blue Moon now faces challenges from competitors, brand extension issues, and organizational instability.
胡落英Off-Season: How to Avoid Self-Destruction? Master the '5+19' Complete Strategy!
Many manufacturers and marketing personnel typically adopt a 'wait-and-see' approach during the off-season, reducing travel to save costs and relying on natural sales, leaving the market in a semi-dormant state. However, by thinking counter-cyclically and proactively adjusting, the off-season can still yield significant opportunities. This article outlines five key areas—shifting mindsets, integrating products, expanding channels, strengthening customer relationships, and rigorous performance assessment—to turn the off-season into a period of growth.
王云飞Why New Product Launches Fail: 30% Tied to Outlet Assessment, Admit It?
Many new products fail because companies set only sales targets without outlet assessment metrics, pushing marketers to create numerous ineffective outlets that kill the product. To sustain growth, channel focus is essential: screen outlets and target 'quality fish'.
New DistributionA Mountain While Employed, a Monument Upon Departure!
Many people criticize their former employers after leaving, citing issues with the boss's character, company policies, or compensation as reasons or excuses for their departure. As a manager who has interviewed hundreds of candidates since early 2006, I share insights from the employer's perspective, emphasizing that employees should deliver results before negotiating terms, avoid making enemies, and maintain a positive relationship even when leaving.
New Distribution2 Marketing Support Platforms + 8 Steps of Terminal Visits: Build a First-Class Team with Ordinary People!
There aren't that many talents in this world; use models to let ordinary people accomplish extraordinary things. In a China-US CEO dialogue about what to focus on during rapid corporate growth, American entrepreneurs unanimously wrote "team" on their boards, highlighting the value of teams. However, for many domestic companies, building a marketing team, especially a sales team, remains a headache due to the scarcity of excellent salespeople and marketing talent. This article suggests starting from two aspects: building marketing support platforms and breaking down sales actions to simplify complex tasks, using standardized models like the "Eight Steps of Terminal Visits" to train ordinary people into a top-tier marketing force.
刘文新Six Major Objectives and Operational Approaches of Channel Promotion
Since promotion is an important means for enterprises to participate in competition and achieve set goals, it is necessary to plan promotion from a strategic height. The primary task of promotion planning is to clarify the purpose of promotion, as different purposes require different promotion policies. Only by formulating corresponding promotion policies and plans based on clear promotion purposes can set goals be successfully achieved. Looking at the various promotional activities around us, how many are truly strategic, purposeful, planned, and creative? The promotion targets can be end consumers or channel members.
芮新国How to Do Display in Hypermarkets? (Data Analysis)
On average, 70% of purchase decisions are made in-store, and the lower the age group, the higher the probability of impulse buying. Consumers spend 11.4% more in-store than they planned, meaning that on average, 11.4% is impulse spending. Therefore, display is crucial for product sales, especially for new products, as it increases the chance of being noticed. So, what makes an effective display? How can displays be made effective? ...
OwenChenHow a Regional Manager Views the Market
This article explains how a regional manager in the FMCG industry should analyze the market. It covers preparation before visiting the market, conducting store visits, holding distributor meetings, and creating improvement plans, emphasizing the use of data and professional management.
方刚How to Stop the Slide in Sales Performance
In recent years, the liquor industry has faced adjustments, and declining sales have become a pain point for owners and managers. However, adjustments always pass, and this year the industry is gradually recovering, with major companies seeing steady rebounds. To stop the slide, managers must first understand what constitutes a decline, then take targeted actions such as enhancing team insight, persisting with effective methods, cutting negative employees, increasing workloads, mining existing customers, fostering competition, and exploring new channels.
New DistributionThe 123456 Rules of Distributor Management
Management should be emotional, rational, and beneficial. Good marketers should 'shake hands at both ends and embrace in the middle,' maintaining a 'close but not intimate, sweet but not cloying' relationship with distributors. The key is to teach methods, not just provide fish, and to focus on communication and service, with supervision and control as secondary.
曹文广What Else Can You Do in the Off-Season?
Life must go on, and whether you're a best-selling brand or not, the off-season is tough. Here are some strategies to make the off-season under the financial crisis more bearable: 1. Keep marketing staff active; 2. Maintain promotional activities; 3. Clean up unqualified dealers; 4. Launch new products quickly; 5. Hold meetings and training; 6. Send back-office staff to the market.
唐江华How to Write an Annual Report That Gets You Promoted?
While drafting your annual report, even if the first year hasn't ended, it's definitely the start of the second year's work. A report that could lead to a promotion isn't easy, but it can be achieved through deep reflection on the past and a forward-looking vision. A good annual report covers a wide range, requiring complete data, thorough analysis, insightful viewpoints, and profound problem identification. In essence, a good annual report builds on summarizing past work to pave the way for a more brilliant development and improvement.
New DistributionHow Should Shuanghui Develop? The Chilled Fresh Meat Chapter
Pork comes in three main forms: hot fresh meat, chilled fresh meat, and frozen meat. Chilled fresh meat, prized for its nutrition, taste, and safety, holds over 90% market share in developed Western countries, yet in China, hot fresh meat still dominates with 60% share, while chilled fresh meat has only 25%. The sluggish adoption of chilled fresh meat in China stems from inadequate cold-chain infrastructure, entrenched hot fresh meat consumption habits, and a critical lack of consumer education about the category, which has hindered its growth. Shuanghui must lead category education and strategically expand distribution to establish itself as the representative brand.
New DistributionAfter Distribution, How to Drive Effective Sell-Through at the Terminal?
Many companies face a common dilemma: after successfully recruiting distributors and distributing a new product, they expect smooth sales, but suddenly find the product isn't moving at the terminal. This article analyzes the factors affecting terminal sell-through and provides five core methods to stimulate it, including buyouts, exclusive promotions, co-promotions, natural sales, and key elements like customer relations, visual merchandising, and promotional activities.
朱志明Make Your Year-End Report Pass on the First Try
At the end of each year, regional managers are busiest with performance sprints, sales collections, staff incentives, and next year's marketing plans. While hitting sales targets is crucial for immediate rewards, a well-crafted annual marketing plan is key to future career growth. This article shares insights on sales forecasting, expense estimation, and plan completeness to help regional managers succeed.
罗建幸Strategic Reference: How McKinsey Divides China's 800+ Cities into 22 City Clusters
One country, many markets — using McKinsey's ClusterMap approach to target Chinese consumers. This method groups China's 800+ cities into clusters based on income levels, geography, economic ties, trade flows, and shared consumer attitudes and preferences, enabling companies to prioritize and tailor strategies effectively.
麦肯锡How Should Distributors Who Are Like-Minded, Share Weal and Woe, or Have Different Agendas Be Managed?
In the Chinese marketing world, success is measured by sales volume and performance, making salespeople's lives tough. When companies undergo marketing model reforms, managing distributors becomes critical, and they should be categorized and managed situationally based on their willingness and capability to cooperate, just like managing employees.
田金强