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Practical Tips for Peak Season Distribution | 95% of Products 'Die' During Distribution! A Profound Lesson!
Everything has multiple facets. It is often said that 'slow sales in the off-season are a chronic disease,' so distributors and their channels focus on 'how to stimulate sales' through various promotions. This leads to the dilemma where products sell only during promotions and not otherwise. However, when we look back at the root of the problem, we find that a major cause of poor sales across the entire chain is failed distribution. There are eight common manifestations of failed distribution: 1. Consignment leads to slow sales, and products quietly die. When new products enter the market, because retail outlets are uncertain about future sales and fear overstocking and tying up capital, they lack the desire to stock up, making distribution extremely difficult. Many salespeople, to meet company targets or expedite distribution, may agree to consignment, but this often leads to products being ignored and eventually dying at the outlet.
New DistributionCompared to 10 Years Ago, Salesmen Are Regressing, 99% of Distributors Agree!
As a distributor, dealing with manufacturers' salesmen is inevitable. Since 1992, the author has encountered over a thousand salesmen from various manufacturers, ranging from large to small, state-owned to township, and foreign-invested enterprises. Overall, the competence and quality of these salesmen have been on a declining trend over the past two decades, a sentiment shared by many distributor peers. The current salesmen cannot be compared to those from ten years ago.
潘文富Classifying Retail Outlets into 183 Types, but Don't Pursue 100% Coverage!
In business, from the perspective of enterprises and distributors, the ultimate goal of any new retail solution is to create organic growth. Over the past two years, the FMCG industry has seen more new concepts and terms than in the previous two decades. Two universal principles apply: no single marketing method can solve all problems, and any solution must deliver effective results today.
孔浩波10 Tips for 100% Successful Distribution: Open 50 More Outlets Every Day!
When launching a new product, no matter how scientific and comprehensive the marketing plan or how intense the advertising, without distribution coverage, everything is empty talk. To increase sales, you must first increase distribution coverage, which requires a reasonable promotion policy and a first-class sales team to execute it. Many marketers confuse distribution with shelf management, measuring a good salesperson by the 'three diligences': diligent eyes, diligent legs, and diligent mouth. They believe that as long as grassroots salespeople are hardworking and practical, skills are secondary, and diligence can compensate for lack of skill. But is that really the case?
李庆华Practical Tips | A Complete Visit Checklist for Frontline Sales Staff!
A new salesperson's first job is often as a frontline salesperson, visiting small shops in the streets. This seemingly ordinary position actually requires deep skills. At a morning meeting, Manager Chen announced that new products must achieve 70% distribution coverage on the day's route. While others were worried, Xiao Wang was confident. By 4 PM, he had completed his task on time.
林峰The Gap in Traditional Sales Staff's Store Visits Is the Peak Time for B2B Ordering Platforms!
New retail is an efficiency revolution centered on users. If the internet is a revolution about efficiency, new retail is a reconstruction of distance. The core of the retail industry has evolved from department stores to chain stores to super shopping malls, and now, whether we admit it or not, we have entered the era of new retail under the internet background. New retail should be the fourth revolution for traditional industries, first proposed at the 2016 Yunji Conference. With the launch of Yonghui Super Species in 2017, Taobao Shopping Festival's Tao Coffee, and JD.com's announcement to open one million convenience stores in five years, a series of major events have signaled the full arrival of the new retail era.
蓝建I heard that salespeople earning 20,000 a month all use this 'dumb' method...
A friend of mine in the food industry was tasked by his boss to handle tough secondary distributor issues, working from 6 AM to 9 PM daily. He had no special tricks, just diligence, and rose from basic sales to manager. His persistence in visiting clients, even when ignored, eventually won them over.
魏庆Master These 26 Response Scripts to Make Terminal Distribution Easier!
During terminal distribution or ordering, salespeople often find that store owners only want best-selling items and reject new or profitable products with various excuses. This article provides 26 practical response scripts to help salespeople overcome these objections and successfully promote new products.
邹文武Field Sales Reps Must Master These 8 Key Actions When Riding Along with Deliveries
Riding along with delivery vehicles is a fundamental task for frontline sales staff, serving as an excellent channel for customer service and relationship building. It not only helps better understand the market and find solutions but also strengthens bonds with clients, boosting their enthusiasm and cooperation. This article breaks down eight essential actions for effective ride-along work, from communication and inspection to product placement and order closing.
姚占伟Moderate Distribution Is an Opportunity; Deep Distribution Is a Crisis!
If the purpose is unclear, the manufacturer ultimately pays the bill. Strategic management scholar Weisman said: The solution to a problem always depends on a higher level adjacent to the problem. That is, the problem can never be solved at the level where it appears.
土拨鼠跟我走Delivering Without Merchandising: Markets Will Die One by One!
A story is told about a salesperson who, when delivering goods, found the store shelves full and simply placed the products in the warehouse. On subsequent visits, he never checked the store or the product placement, only asking the owner if the products were sold out. The owner, embarrassed to say the products were still in the warehouse, claimed they weren't selling. This illustrates that merely delivering without proper merchandising, regardless of product quality, will not generate sales.
师顺宽Distributors | How to Improve Product Distribution Rate? 7 Methods and 15 Tips
To achieve good sales, products need to improve distribution, but we often encounter situations where terminals are not active in distribution. Here are methods to get terminals moving. 1. Alleviate concerns: Small terminals have limited funds, order small quantities per time, and order frequently; they have poor risk resistance and are cautious in operation, often skeptical of new products. Manufacturers can take appropriate measures to alleviate the concerns of small retail terminals and mobilize their enthusiasm for ordering.
朱志明Distributors | If Salespeople Do These Things, Distributors Will Definitely Sell Your Products!
Distributors often complain that certain salespeople are 'irresponsible towards distributors and the market,' 'never consider customers' feelings,' 'always side with the manufacturer,' 'dishonest and unreliable,' 'always delay solving problems,' 'act superior,' and 'interfere too much.' Many salespeople work for seven or eight years without knowing what kind of salesperson distributors like, and thus cannot improve themselves. From the salesperson's perspective, few truly study how to satisfy distributors and ensure smooth business operations, and manufacturers may not pay attention to this issue either.
梁胜威A Major Distributor Who Cooperated for 6 Years Was Scared Away by the Manufacturer's Salesman!
During visits to distributors, some distributors share experiences of being deceived by manufacturer salesmen. These black sheep not only cause losses to distributors but also damage the manufacturer's reputation. The following incident serves as a warning to manufacturers. Today, a friend said he gave up a company and brand he had worked with for six years. He had invested so much effort and had built the product's local market quite well, so it was hard to let go, but he had no choice. He...
New DistributionThe Traditional Distribution Model of 'Distribution + Promotion' Is Failing, and the New Product Promotion Model Has Changed
After 2013, the product logic changed, including both new product development and promotion logic. Why 2013? Because that year, industry sales peaked, shifting from quantity growth to quality growth, and China truly entered a middle-class society. In a middle-class society, consumer psychology changed, with one key change being that all products are first psychological products. When products have similar functions, demand shifts to psychological satisfaction. Mass psychological products generally follow fashion trends: starting from a niche, igniting through communication, and spreading to the masses.
刘春雄How to Develop New Customers? Learn "Group Development"!
The market always has gaps, and new customer development should be ongoing, especially for small non-KA, non-chain terminals. Traditional methods rely on salespeople's initiative, but often fail. The solution is "group development," which breaks down the work into standardized tasks assigned to different roles.
潘文富No Best Display, Only Eat Dirt?
This article discusses how second- and third-tier brands can overcome poor shelf placement in retail stores by leveraging other factors such as multi-point displays, retailer cooperation, sales promoters, customer satisfaction, store resources, and promotional activities.
黄静Traditional Terminal Marketing Is Dead! A Detailed Analysis of the Direction of New Terminal Marketing Innovation in 2018
China's physical retail industry is in its early development stage with low circulation efficiency and a lack of top-tier brands, while e-commerce-driven virtual retail infrastructure has taken shape. The essence of new retail is to improve efficiency and create value, and traditional enterprises must adapt by embracing new-generation consumers, upgrading products, and innovating terminal strategies.
程绍珊JD New Channel Suspected of Entering the Restaurant B2B Market!
JD New Channel is reportedly entering the restaurant B2B market, targeting small and medium-sized restaurants with a one-stop procurement platform. The move comes as the restaurant supply chain, valued at nearly 900 billion yuan, remains traditional and ripe for disruption.
肥鱼Zeng Guofan: Those Who Achieve Greatness Are Those Who Endure
This article uses the story of a successful employee and a failed one to illustrate that success comes from enduring hardship wisely, not just suffering. It introduces the concept of 'endurance quotient' and distinguishes between foolish, bitter, and wise endurance, emphasizing that wise endurance is a form of cultivation and strategy.
东方赢County, Township, and Village Market Tactics: First 'Ambush', Then 'Draw the Sword'!
The potential sales in county, township, and village markets are tantalizing, but hidden traps abound. This article outlines ten key scenarios for market development and maintenance, emphasizing the need for thorough research and planning before launching a swift, decisive attack.
刘建恒A Decade in FMCG: Seven Personal Competencies Every Salesperson Should Possess
With over a decade in FMCG sales, the author reflects on the industry's low entry barriers and intense competition, noting that internet giants are now bypassing distributors to reach end consumers directly, signaling an impending industry reshuffle. To survive, salespeople must develop seven key personal competencies: communication, self-control, observation, patience, learning, execution, and analytical skills.
陈晓明The Big Pit of "Terminal is King": How Many More "Victims" Will It Bury?
The final push is important, but would China's football team win by fielding ten strikers? Terminals are where products are sold, often called the "final kick," and are crucial. However, overemphasizing terminals can lead to resource misallocation and failure, as marketing is a holistic system.
苗庆显Year-End Sales Push: All Efforts Are in Vain Without Winning Over the Terminal!
All year-end sales-boosting measures must ultimately be implemented at the terminal to ensure products reach consumers, preventing market 'backlog'. Therefore, the year-end sales push should start with the terminal. Focus on terminal changes and use promotional combinations, as consumer behavior, hypermarket dynamics, and competitor actions all shift during this period.
辛剑 汪妮