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Her Sales Pitch Was the Worst, but Her Performance Was the Best!
When bosses ask why sales are poor, 98% of employees answer 'no customers.' But is that really the case? In a small women's shoe store with three employees, one salesperson consistently outsells the other two combined, despite lacking product knowledge and working the same hours. The secret lies in her persistence: she continues to actively recommend products even after customers reject her, embodying the '631 rule' where customer engagement volume accounts for 60% of personal performance.
柳叶雄Learning 'Job Hunting' from Jet Li
Jet Li's superb acting skills have always been highly popular in the Asian film market, earning him a large fan base. The name 'Jet Li' has long been a golden brand. In a sense, having Jet Li means having wealth and market. However, Jet Li always had a knot in his heart: he had not yet made a film in Hollywood. In 1998, Jet Li came to Hollywood with a stack of his film materials from Asian studios, hoping to make a film there. He initially thought it would be easy to find a role, but he was rejected. Finally, he was offered a villain role with a low salary of only $1 million, which was the lowest in the film. Despite the producer's repeated salary cuts and disrespect, Jet Li accepted the role, performed diligently, and even taught martial arts to the crew. His performance earned him the highest score on the premiere night, and the producer later offered him a leading role with a salary of $17 million after taxes. Jet Li proved himself with wisdom and talent, becoming the most dazzling Asian star in Hollywood.
New DistributionIs Performance Managed or Motivated?
Someone asked me whether performance is achieved through management or motivation. This is an interesting question worth discussing. The answer is that both are indispensable, but the key is knowing when to use each: use management where possible, and use motivation where management cannot measure.
刘昭5 Promotional Tips for New Product Launches
Due to promotion difficulty and consumption habits, when distributors and consumers choose products, they first pick bestsellers and only try new products with a tentative mindset. If new product promotions are well-executed, they can quickly open the market. In a sense, promotion is a reward designed to exploit the psychology of getting a bargain, like a lottery ticket: buying gives a chance, not buying never wins. Promotion should incentivize distributors, second-tier wholesalers, and retailers to stock up, and give consumers a reason for their first purchase.
王冠群Nongfu Spring Founder Exposed: Feud with Zong Qinghou Could Be a Movie
Nongfu Spring and Yangshengtang remain a hidden corner of the wealth circle, with no listings or financial disclosures, and their controller Zhong Shanshan never appearing on any rich list. His life has seen three turns—from mason to journalist to businessman—and his brands, built on unique concepts and event marketing, have faced repeated quality crises tied to those concepts.
New Distribution10-Year 'Meat Grinder': Who Will Win Among Shuanghui, Yurun, and Jinluo? A Tale of the 'New Three Kingdoms' in Meat Products
The 'New Three Kingdoms' pattern in the meat products industry is collapsing. The fall of the Yurun empire began on March 23 when Zhu Yicai was taken away by the disciplinary inspection authorities for residential surveillance, and with it, Yurun's 'development model' that had been aggressively pursued for 10 years is now under severe test. History repeats itself strikingly: on May 4, 1999, Gao Fenglai, chairman of Chundu Group, died of a sudden heart attack, less than two months after Chundu's shares were listed on the Shenzhen Stock Exchange and raised 400 million yuan. What followed was the exposure of the group's huge non-performing assets and massive financial black hole, and Chundu's subsequent development trajectory was like a parabola, quickly falling.
王伟7 Execution Problems and 6 Solutions for Successful New Product Launches
It is often said that countless new products are launched each year, yet 99% fail. While factors such as product positioning, pricing, margin structure, selling points, and promotional investment contribute to this high failure rate, the execution capability of the marketing team is a crucial determinant. This article explores how to ensure execution during the new product launch phase to improve the success rate, identifying seven common execution problems and six corresponding solutions.
李政权Top 10 Closing Techniques for Sales Negotiations
1. Three-Sentence Close: Do you know it can save money? Do you want to save money? If you want to save money, when do you think is the right time to start? 2. Decision Close: Whether you buy today or not, you must make a decision. It doesn't matter what decision you make. If you only need to invest... to..., why let... continue? 3. Directly Address Distrust: Don't you trust me? Don't you think I'll be honest with you? What do I need to do to earn your trust? How can I make you more comfortable? How long until you see me as reliable? If you think you trust me, we can continue now.
New DistributionProduct King: Eight Principles of P&G's New Product Launch
In China, on average, two new products are launched every hour, while at least two are withdrawn from the market. Whether it's a company with over ten billion in scale or a small workshop starting from scratch, new product launches are always a necessary path for business development. However, while the average success rate for new product launches among Chinese companies is a mere 5%, P&G's global success rate exceeds 64%, and in China, across 15 brands and over 100 new product launches, the success rate reaches as high as 85%–90%. This contrast begs the question: why?
New DistributionWhy Top Performers Are "Idle" While Underperformers Are "Busy"
The author initially assumed that high-performing salespeople are always busy, but later discovered the opposite: top performers spend more time in the office, while underperformers are constantly on the go. The article explains that successful salespeople manage their time well, prioritize tasks, learn to say no to clients, and calmly solve problems, leading to greater efficiency and success.
秘爱霞What to Do After a New Product Launch Promotion?
New product launches typically require promotions to encourage risk-taking purchases and build buying habits. However, many companies fall into the trap of relying on promotions instead of regular sales, leading to market and sales disconnect. After a promotion, companies should focus on expanding regular shelf space, improving customer relations, increasing store penetration, building the sales team, and leveraging consumer information to ensure long-term success.
李鉴金Quotations for Rapid Growth of Provincial Managers
This article outlines the key responsibilities and strategies for provincial managers in FMCG companies, covering job duties, market planning, channel expansion, terminal coverage, promotion, and team management. It emphasizes the importance of aligning with company strategy, effective planning, and continuous improvement.
杨威Evergrande Spring: Dreams Are Fine, but First Survive the Sell-Through Hurdle
Last month, reports emerged of layoffs and sales company mergers at Evergrande Spring, followed by Evergrande Property's 2014 results showing cumulative investments of 5.54 billion yuan in mineral water, 570 million in grain and oil, and 310 million in dairy, totaling 6.42 billion yuan, with none yet profitable. Chairman Xu revealed 1.3 million retail points, a 20,000-person sales team, and 767 water sales companies, while official data showed a 2.37 billion yuan loss in water last year. The article argues the real issue is sell-through and turnover, offering three suggestions: price water affordably (380ml at 2-2.5 yuan, 500ml at 3 yuan), leverage property management as a key advantage, and drop the 'Changbai Mountain' single-source narrative to reduce logistics and marketing costs, focusing on regional markets.
曾文忠 陈行军The 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 DistributionFrom Wahaha's Declining Performance to the Development Landscape of the Beverage Industry
As consumption upgrades rapidly and the post-80s and post-90s generations become the mainstream consumer groups, consumer needs have fundamentally changed. When beverages are no longer just about taste and price but about quality, functionality, and coolness, Wahaha appears like a slow-moving elephant, unable to keep pace with the times. In 2014, Wahaha's performance declined by 7%, marking its worst year in recent times. How did Wahaha, which was growing rapidly in 2012, experience consecutive declines? This is extremely rare in its history...
窦林毅Eight Tactics to Quickly Solve Product Sell-Through for New Product Launches
The FMCG industry is characterized by rapid innovation, low barriers to entry, easy replication, and volume-based success, leading to a flood of new products each year, most of which fail. For new product launches, beyond product planning, the key is to solve sell-through; if products don't move, even the strongest distributors can't sustain. Especially in an era where large retail groups dominate, sales networks don't give much reaction time, requiring performance in the short term or being cleared out. Based on years of FMCG experience, the author reveals the secrets to solving sell-through issues.
New DistributionGood Performance Is Not About What You Sell, But How You Sell
A story about a cat and fish illustrates that sales success depends on how you present your product, not just its attributes. The FAB sales method—Feature, Advantage, Benefit—should be applied strategically, considering the customer's personality, experience, and spending power, to effectively communicate the right selling points.
New DistributionPig-like Methods, God-like Performance
Xiao Li once accompanied his boss to Malaysia to negotiate a major client agency. The client asked many professional questions: "What is your strategic map? Have you done a SWOT analysis?" and other very business-school-style questions. The boss was ashamed; he only thought his product was good and suitable for the Malaysian market, but knew nothing about these professional business terms. The boss was rejected. Xiao Li always admired his boss's business intuition, believing that the market is made with heart. He asked his boss for 5 million to independently develop the Malaysian market.
包文青Standard Operating Procedure for Product Launch: 5 Steps and 6 Key Elements in Distribution
This article outlines a five-step standard operating procedure for product launches, covering product positioning, market positioning, personnel positioning, management positioning, and promotion positioning. It also details six key elements for successful distribution (store coverage) campaigns: timing, location, people, cause, process, and result.
卓智华、蒲光炳Being a Quiet Success: Principles and Techniques for Doubling Single-Store Performance
This article discusses the principles and techniques for significantly increasing the performance of individual retail stores, emphasizing the importance of the terminal point in the distribution chain and the concept of 'matching' as the key to success. It provides case studies and philosophical insights to illustrate that success comes from alignment rather than force.
曾祥文Sales Manager Discussion: How to Handle Low Repeat Purchase Rate After Product Launch?
New products often face low repeat purchase rates after launch, which may not mean consumers reject them but that they haven't been reached. This article discusses strategies such as effective communication, adjusting price systems, strengthening distribution, countering competitor attacks, and organizing themed activities to improve product turnover.
谭长春Marketing Executives: What Market Research Should Be Done Before a Product Launch?
Product launches are a key way for companies to generate profit, adjust product structure, and respond to competition. However, many companies rush launches without proper planning or research, setting the stage for failure. Besides hiring market research firms, sales departments should also conduct extensive field research to ensure a successful launch.
谭长春Old Trees Sprout New Branches: 9 Secrets to Long-Lasting Best-Selling Products!
Philip Kotler, the pioneer of marketing, introduced the product life cycle concept, but said little about how products can stay evergreen and sell well for decades. Why has Coca-Cola sold well for a century with one formula, breaking the product life cycle curse? Why did JDB (Wanglaoji) turn from slow-moving to best-selling with the slogan 'Afraid of getting heaty? Drink Wanglaoji'? This article reveals the secrets to keeping old products selling well.
周广军Good Performance Comes from Good Process Management
For sales, a good process will definitely lead to good results, but good results do not necessarily come from a good process. Therefore, excellent sales performance depends entirely on process management, which requires a series of management tools and methods. This article introduces the basics of sales process management, including a daily sales report form, two flexible management methods, and three unconventional techniques.
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