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How to Become a Sales Master: The Art of Strategic Maneuvering with Key Account Buyers
Long press the QR code or click 'Read Original' to register. 30+ industry experts, 100+ B2B platform founders, and 800+ manufacturer and distributor friends will gather in Fuzhou to discuss the internet transformation of the FMCG industry. Is there a magic rule for sales success? The answer is both yes and no, as different situations require different strategies. Sales veteran Lao Cai, from a blank slate to a regional leader, eventually became a legend, and his journey may offer insights for salespeople at different levels.
码姐You Say Mid-Autumn Festival Is a Bust? This County-Level Distributor Fired Up His Terminal Promotions
With the Mid-Autumn Festival approaching, a county-level liquor distributor in Hebei shares his strategies for boosting terminal sales, including focusing on core stores, using an inverted trapezoid probability promotion to protect dealer profits, and employing creative rewards like trips to motivate store owners.
酒说Common Tricks Salespeople Use to Hit Monthly Targets
This article examines the common tactics used by field salespeople to meet monthly targets, highlighting issues such as channel stuffing, cross-region selling, and misuse of promotional funds. It concludes with recommendations for companies to improve compensation design, market monitoring, and personnel competition to foster healthy market development.
冯启The Three Chariots of Peak Season Promotions and Marketing Strategies, and Practical Rules for Salespeople
This article outlines three key strategies for peak season sales: maximizing channel distribution, refining terminal details, and systematizing promotions. It provides practical guidelines for salespeople to manage channels, optimize product displays, and execute effective promotional activities.
本创智业New Product Distribution: Memorize These Scripts Before You Head Out!
The key to successfully launching a new product is getting it onto store shelves and in front of consumers. This article summarizes common communication techniques and methods used during new product distribution, providing practical scripts for salespeople to address retailer objections and secure orders.
蒋军Distributing Like This Will Surely Lead to Failure!
The effectiveness of the initial distribution when introducing a product to a regional market is often one of the most critical factors determining its success or failure. Therefore, it is essential to study how to execute distribution most efficiently, including the techniques and key points, and to educate both planners and execution teams to achieve effective and beneficial results. This article first shares the criteria for evaluating successful or failed distribution, outlining eight common manifestations of failure and six ideal outcomes.
New DistributionHow to Drive Away Competitors at the Point of Sale in FMCG
Supermarkets are the battleground for FMCG products. If your in-store display is poor, distributors not only fail to sell and make money, but also risk being squeezed off the shelves and locked out by the supermarket. Effective merchandising attracts consumer attention, stimulates purchases, and boosts sales.
刘大贺Building Stronger Distributor Relationships Matters More Than Grabbing Terminals!
Good distributor relationships can generate greater sales! While it's important to seize sales terminals, it's even more crucial to strengthen distributor relationships. In fact, terminal relationships are more important than competing for terminals. First, without good terminal relationships, various terminal tasks are difficult to carry out smoothly. Second, without good terminal relationships, some terminal investments may not yield their full potential, whereas good relationships can maximize the benefits of such investments. Third, terminal relationships themselves have direct promotional power. Good relationships make it easier to achieve twice the results with half the effort: for example, in product recommendations, terminals are more willing to recommend your products to customers...
李成林Waterfall, Gap, Compression... Basic Product Display in Hypermarkets Should Be Done Like This!!!
How is your supermarket display? When displaying products, have you considered the customer's shopping experience? Have you prioritized a stable foundation with easy-to-browse and easy-to-reach displays? Are you continuously optimizing the overall 'appearance' of your store displays? In fact, product displays in various stores evolved from clothing displays—known in the industry as VMD (Visual Merchandising)—which includes VP, PP, and IP skills. Additionally, POP (Point of Purchase) displays are indispensable as the best supporting role in the store.
亦品商业Five Looks, Eight Questions, Four Checks, and Ten Elements of Sales Points: Essential for Store Visits!
This article provides a comprehensive guide for FMCG sales representatives conducting store visits, covering five key observations (display, sales staff, promotions, products, and opportunities), eight questions to ask (sales, products, promotions, store policies, consumer feedback, barcodes, relationships, and training), four checks (sales data, inventory, promotional materials, and sales reports), and ten essential elements for effective point-of-sale execution.
New DistributionEight Actions for Frontline Staff Riding Along on Delivery Routes to Make Market Visits Valuable and More Efficient
Riding along on delivery routes 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, acting as a consultant and advisor to customers, but also deepens the bond between staff and customers, greatly enhancing customer enthusiasm and cooperation. This article breaks down eight key actions for frontline staff to perform during ride-along deliveries to maximize the value of their market visits.
姚占伟Ten Ways to Get Terminal Owners to Stock Up and Reduce Your Inventory!
How can you quickly cycle through distribution? Today, we bring you 10 tips for accelerating terminal distribution, summarized from eight years of experience by a top salesperson. Learn these and you'll have terminal owners stocking up while your inventory shrinks!
New DistributionA Three-Birds-One-Stone Meeting Strategy: Hold Meetings on the Frontline Market!
“Peak season for sales, off-season for market development” has become an unwritten rule. Off-season market development involves market research and activity planning, competing on sales reps' diligence and policy attractiveness. However, when the off-season coincides with an industry adjustment period, both distributor and company teams may suffer from low morale, affecting efficiency. When the off-season meets intense competition, traditional methods become less effective. Thus, this off-season, we need innovation—"hold meetings on the frontline market"—to boost morale and ensure execution.
New Distribution20 Key Considerations for Sales Newcomers Visiting Clients
Before visiting clients, sales newcomers must schedule appointments in advance, research client information, prepare materials and competitive rebuttals, and arrive early. During the visit, they should maintain a professional image, show confidence, find common topics, ask probing questions, guide client needs, engage with decision-makers, listen actively, and be sincere. After the visit, they should follow up and remember that major deals often happen outside formal meetings.
袁非武Salesperson Visit Techniques: Help Store Owners Calculate 14 Profit Accounts to Make Terminal Stores Rush to Stock Up!
What to do when terminal store owners refuse to stock up? You've visited multiple times, tried various sales models, but the owner still shows no intention to order. Many salespeople encounter similar issues during terminal visits. In fact, it's not that the owner doesn't want to stock up, but your approach is wrong, and your words don't hit their pain points. This article compiles some techniques for terminal visit sales, starting from the product structure and sales profit of terminal stores, to guide them into stocking up.
魏庆How to Achieve High Efficiency, Strong Momentum, and Effective Strategy in New Product Distribution?
New product distribution requires efficiency, momentum, and strategy. Without efficiency, there is a sense of futile suffering; without momentum, the ambition to overcome difficulties cannot be ignited; without strategy, efforts are like a headless fly. This article outlines the four key characteristics of distribution, three standards to establish, and seven strategies for success.
朱志明Three Strategies for Peak Season Sales
Before the peak season, after FMCG manufacturers have stocked up and pushed inventory to distributors, the next step is to drive product sell-through. Sell-through is more important than stocking because only when products truly move through the channel can the 'dangerous leap from commodity to money' be achieved, meeting sales and profit targets. To achieve hot sales, manufacturers must do three things: activate terminals, use promotions, and provide excellent service.
崔自三Manufacturer-Dealer Rivalry: The Preservative for Distribution Channels!
The topics of distributor transformation, upgrading, and second-time entrepreneurship have been hot in the marketing world over the past two years. Distributors have long felt pressure from manufacturers' channel refinement and e-commerce's rise, which often aim to disintermediate them. This article explores the value of manufacturer-dealer conflicts through the story of Lao Song, a building materials distributor who attempted a second venture with a crowdfunding model, only to face challenges that highlight the importance of maintaining a balanced triangular relationship among manufacturers, dealers, and consumers.
黄润霖Key Factors for Efficient Product Distribution in the Off-Season
During a tea break at my public course "Ten Practical Skills Training for Marketing Personnel," a marketing staff member from a liquor company shared his current dilemma: the company requires strengthening off-season market development efforts and performance, but despite substantial policy support, it's difficult to operate. I gave him several suggestions in ten minutes, which are now organized for reference. Sales have off-seasons, but marketing never does; impressive peak-season sales are often built during the off-season. Therefore, emphasizing and strengthening off-season market operations can lay a solid foundation for doubling peak-season performance. However, during the consumption off-season, terminal demand is weak, channel members are less motivated, and the difficulty of off-season distribution is imaginable. Today's market competition is no longer about big fish eating small fish, but fast fish eating slow fish; whoever seizes the off-season market opportunity becomes the winner in the peak season. To help more marketers master effective off-season distribution skills, I have compiled the questions raised by students here for exchange with colleagues.
闫治民The Key to Channel Reform Is to Reverse Losses and Follow Trends! Nongfu Spring's Big Customer System Will Surely Backtrack!
As a benchmark in China's food, beverage, and FMCG industry, Nongfu Spring's every move attracts attention. Recently, rumors about its drastic reduction of distributors in favor of a big customer system have circulated, sparking various discussions. In my view, times have changed; Nongfu Spring's implementation of the big customer system is temporary and it will inevitably backtrack. Has the time truly matured for Nongfu Spring to implement the big customer system? While everyone emphasizes intensive channel cultivation and regional deep cultivation, the news of Nongfu Spring adopting the big customer system has surprised many...
李政权You May Not Decide Sales, but You Can Use These Methods to Do Great Displays!
Many companies assess performance based on sales commissions, but some only assess displays, and can display products very well. Sales volume may not be determined by salespeople, but display quality is within their control; other factors rely on brand, advertising, promotions, and price to attract consumers. Display plays a crucial role in the entire sales process. Poor product display will inevitably lead to the failure of the entire sales process; if basic terminal display work is done well, consumers' attention to products will significantly increase, effectively boosting purchase probability.
New DistributionThe Product Remains the Same, but the Distribution Channel Is No Longer What It Used to Be
The current marketing landscape for traditional FMCG companies can be summarized in three sentences: First, the product is what should change most, but it remains the same; second, the distribution channel is what should change least, but it has quietly changed; third, the Internet's greatest impact on traditional business is in communication, yet traditional companies are clearly at a loss. This article focuses on the quiet changes in the distribution channel. Why should the channel change least? Because since deep distribution began, the channel has contributed greatly to growth. However, the channel is quietly changing, with two major shifts: the resurgence of provincial distributors and second-tier wholesalers, and the impact of Internet tools on channel efficiency.
刘春雄How Should Distributors Solve Four Core Problems: Difficult Terminals, New Product Rejection, Joint Boycotts by Major Terminals, and Product Price Increases?
In the baijiu industry, terminal channel management is one of the key tasks for trading companies. Every step in the sales process—from developing new terminals, maintenance, new product promotion, price increases, expense allocation and approval, to problem feedback and resolution—affects the entire sales process and results. Today, the reporter from Jiushihui selects four common problems in the baijiu market for analysis and discussion. How to deal with regional 'old, big, difficult' terminal customers? What are 'old, big, difficult' terminal customers? 'Old' means they have been in the tobacco and alcohol business in the region for a long time...
张强No Display, No Sales! 4 Steps + Display 43521 Formula: Have You Mastered These Essentials?
The quality of product display directly affects the success of brand cultivation. How can products be more vividly presented to consumers, making them easy to identify, attracting attention, and increasing purchase opportunities? Research shows that consumer purchases are often unplanned—seeing the product in person triggers the decision. Vivid display enhances product presentation and stimulates purchase intent. In other words, display quality is the last chance to drive sales; only products that catch consumers' attention will sell.
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