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Marketing Jargon Compendium (Collector's Edition)
This article is a comprehensive glossary of marketing and retail terminology, covering channels, promotions, product concepts, and market strategies, with detailed definitions and examples.
New DistributionDeep Distribution Will Become a Thing of the Past!
In 2010, I wrote an article predicting that tissue paper companies would fully enter the era of deep distribution. At that time, only Hengan Group among the top four tissue companies had adopted deep distribution, starting around 2003. Today, companies like Gold Hong Ye Paper, Vinda, C&S Paper, Shandong Dongshun, Shanghai Jieyun, and May Flower have successively joined the ranks of deep distribution. Why exactly should companies engage in deep distribution? What are its benefits? Is it still worth continuing this model? Many executives have likely pondered these questions, as deep distribution was once a panacea in Chinese marketing, contributing significantly to its success. FMCG companies benefited the most, such as P&G's manufacturer-retailer integrated small store model, Coca-Cola's 101 project, Master Kong's sales office model, and Lanju's township distribution model. However, today I argue that deep distribution will become a thing of the past. Any model is limited by time and space, but the main reasons are as follows.
梁胜威Four Strategies to Track Sales Representatives' Whereabouts
A company created barcodes for terminals to monitor sales reps' visits, but one rep faked visits by using counterfeit barcodes. To manage such issues, regional managers can use four methods: requiring detailed sales diaries and plans, spot checks via communication tools, verifying travel receipts, and conducting secret market inspections.
朱波21 Consumer Promotion Tactics! Save Now
Consumer promotions are essential for accelerating product sell-through and driving market success. This article outlines 21 common consumer promotion formats, including free samples, coupons, new media engagement, discounts, buy-one-get-one offers, in-pack prizes, loyalty points, sweepstakes, and more, providing practical examples and implementation tips.
真知社团队Exclusive Video Release: Teacher Wei Qing's Universal Terminal Visit and Sales Model
On September 10, Teacher Wei Qing launched the industry's first live video training session on the WeChat public platform, titled 'Excerpts from the Universal Terminal Visit and Sales Model'. This platform is one of the first to release the video. Today, we publish the video for those interested to learn. The course covers detailed universal visit and sales skill models, including analyzing product structure from 11 dimensions, calculating terminal profits from 25 dimensions, and other combination tactics.
魏庆老师Terminal Distribution: Wrong Tactics, All Efforts in Vain!
The importance of terminal distribution is self-evident, but distribution is not something that companies or distributors can accomplish just because they want to. Factors such as the product, the capability of distribution personnel, and terminal resistance all determine the outcome, but the most critical factor is having the right distribution strategy and tactics. As the saying goes, 'Thinking determines the way out.' With the right strategy, half the battle is won; with the right tactics, distribution will naturally succeed. So, in marketing practice, what strategies can be adopted to effectively reduce distribution resistance? The following 10 basic distribution tactics are core skills that every marketer must master.
New DistributionTwenty Practical Tips for Sales Guidance
Terminal visualization is important, but what if consumers still don't buy? This article provides twenty practical tips for guiding customers to purchase, covering techniques such as starting small, inspiring needs, making concessions, creating urgency, and leveraging psychological effects.
New DistributionHow Salespeople Should Respond to 20 Common Rejections at Alcohol Retail Outlets
Salespeople visiting distribution channels are often left speechless by store owners' one-line rejections. This article, based on the author's practical experience, provides strategies for handling these rejections, emphasizing listening, analysis, and persuasion. If they have a hundred reasons to refuse, we have a thousand reasons to convince them!
New DistributionHow Should Salespeople Help Distributors Manage Profits?
As market competition intensifies, distributors face shrinking territories and rising demands from manufacturers, leading to increased investment but stagnant returns. This article emphasizes the necessity of distributor profit management, distinguishing between legitimate and illegitimate profits, and provides strategies for salespeople to help distributors enhance profits through product portfolio optimization, internal advocacy for manufacturer support, and regular business reviews focusing on volume, cost, and profit analysis.
张立强Sales Peak Season: The 742 Secret of Kouzijiao's Terminal Promotion Stockpiling
During the sales peak season, terminal stockpiling is key to boosting sales. This article shares the '742' technique for effective stockpiling, illustrated with a real case from Kouzijiao's 2009 Spring Festival promotion.
远景咨询 赵俊德Eight Distribution Behaviors That Quickly Kill New Products!
In the process of introducing a product to a regional market, the effectiveness of the initial distribution and whether it meets expectations are often key factors determining the product's success or failure. Therefore, studying how to execute distribution efficiently and understanding the techniques and key points are essential. This article shares the criteria for evaluating distribution success or failure, highlighting eight common mistakes that lead to failure and six ideal outcomes.
New DistributionPractical Guide to Customer Relationship Management for Route Sales Representatives (Including Download of 228-Page Complete PPT Training Tutorial for Grassroots Sales Staff)
This article addresses the common problem of 'cultivating but not refining' in route sales visits, where sales reps go through the motions without achieving effective results. It proposes a systematic solution centered on customer relationship management (客情管理), including terminal classification, key person identification, effective visit standards, and improved dealer cooperation, to enhance execution and market competitiveness.
方刚10 Effective Promotional Methods for Alcohol Beverages in Food and Beverage Outlets
This article outlines ten effective promotional strategies for alcoholic beverages in dining establishments, including dedicated promoters, covert promotions targeting various staff, leveraging opinion leaders, and joint promotions. It emphasizes the importance of tailoring approaches to different types of venues and personnel to boost sales and brand awareness.
朱志明Want to Move Inventory? Use the Core 4 Steps and 14 Tactics for Hot Sales!
This article addresses common terminal channel challenges such as poor market conditions, lack of product movement, consumer rejection, and ineffective terminal salesperson work. It outlines a four-step approach to achieve terminal hot sales, as exemplified by companies like Yanghe, Langjiu, and Gujing: maximizing display, creating vivid atmosphere, normalizing customer relations, and branding promotions.
New Distribution100 Essential Tips for Modern Sales Representatives
These 100 essential tips encapsulate the essence of modern sales and serve as the standards that sales professionals must strive to meet. They cover everything from preparation and product knowledge to customer relationships and persistence, aiming to help salespeople achieve success and continuous improvement.
New DistributionBuild a Model Market! Model Market! Model Market! Important Things Said Three Times!
A model market serves as an example, and the power of example is infinite. In marketing, building a model market and then replicating it as a standard to expand market share is a common method. Since FMCG marketing emphasizes process control and terminal service, which increases management difficulty, the model market approach is particularly effective. Mr. Huang Erpin, based on years of practical experience, explains the construction of model markets in FMCG marketing from five aspects.
New DistributionCoca-Cola, Uni-President, and Mizone's Terminal Promotions: No Wonder Their Sales Are So High!
The fierce competition in the beverage industry has extended to the last meter of shelf display. To boost sales and attract attention, beverage companies employ various tactics, including multi-pack bundling, gift promotions, necker tags, tiered discounts, joint displays, and pallet displays.
New DistributionA Dumb but Effective Terminal Sales Method
This article discusses a persistent, service-oriented approach to selling to difficult retail stores, emphasizing repeated visits, setting small goals, and using service to break down resistance. It provides practical strategies for overcoming objections and eventually winning over stubborn customers.
魏庆老师Salespeople, Why Don't You Earn Respect from Your Clients?
Recently, the author chatted with several frontline salespeople who complained that clients (i.e., distributors) don't respect them, and some even get scolded by clients. Despite being sent by the company to manage clients, they end up being managed by them, making their work difficult, with high pressure, poor performance, and no status or dignity in front of clients, leading some to consider changing jobs. The author believes this phenomenon stems from several reasons: 1) Salespeople's own low business capability, 2) Clients' poor quality and communication skills, 3) Clients' distrust of salespeople and preference for reporting to higher-level managers, 4) Regional managers' failure to delegate authority, and 5) The company's lack of respect for frontline salespeople.
New DistributionDon't Tell Me You Know Poster Promotions! — 8 Tips to Win at In-Store Poster Promotions
To compete with rival products at the retail level, FMCG companies frequently run consumer promotions, making posters a crucial tool for conveying promotional information. Many companies and distributors complain that despite distributing nearly 2,000 posters in a small county, they are barely visible at retail, while competitors' posters remain prominent, and mom-and-pop store owners are reluctant to display them. This article shares eight pieces of advice on poster promotions to help improve effectiveness.
New DistributionHow to Make Hand-Drawn Posters More Effective?
A city manager at a beverage company asks how to make hand-drawn posters more effective for terminal display. The answer covers production tips (avoiding poor quality, bold layout, color contrast, and highlighting key info) and usage tips (proper posting and placement).
New DistributionSalesperson = PR Lady
The article argues that sales is now a young person's game, akin to fashion models or PR ladies, and that the most important task for young salespeople is not immediate success but personal growth, which includes both selling products and self-marketing for a better future.
王荣耀From "Terminal Interception" to "Ultimate Interception"
In traditional marketing, managers focus on the 4Ps, but often neglect the fierce competition at the point of sale. This article provides six strategies for countering terminal interception by competitors, including public opinion, packaging, atmosphere, psychological, selling point, and destructive interceptions, along with defensive tactics and post-repair evaluation methods.
张双Don't Let Departing Salespeople Take Your Customers
In the FMCG industry, it's common for salespeople to switch jobs, and some take many secondary terminal customers with them, causing headaches for distributors. This article analyzes why this happens and offers solutions, using the case of Manager Yang, a liquor distributor in Hebei, whose sales manager and four salespeople left after the Spring Festival, taking many customers and disrupting his operations.
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