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Common Tricks Salespeople Use to Hit Monthly Targets
After a monthly sales meeting dinner, a regional supervisor drunkenly composed a poem revealing the hidden crisis beneath marketing's surface prosperity. This article analyzes the common tricks and formulas salespeople use to meet monthly targets, exposing the drawbacks of loosely managed field sales and offering remedies for companies.
冯启Products Laid Out but Not Moving? 4 Quick and Effective Strategies to Boost Terminal Sell-Through
This article is excerpted from Mr. Liu Wenxin's book: "Marketing Common Sense That Boosts Sales in Every Move". It first analyzes the reasons for poor terminal sell-through, then offers four practical strategies to improve it, including refining product purchase reasons, focusing on top 20% stores, using merchandising materials, and building strong terminal relationships.
刘文新Salespeople: See, Listen, Play – 'Three Skills to Win'
Salespeople are often told to master 'three skills': seeing, listening, and playing. While these are common catchphrases, not every salesperson knows how to apply them effectively. Drawing on years of practical experience, the author focuses on the second skill—listening—and provides detailed guidance on whom to listen to, what to listen for, and how to listen, aiming to help sales professionals gather valuable information and ultimately win.
New DistributionDeveloping Foodservice Outlets: The Nine-Character Secret to Relationship-Based Breakthroughs
In FMCG marketing, winning at the foodservice terminal is often seen as the key to market dominance, but high entry fees and tough conditions deter many manufacturers and distributors. This article presents a nine-character strategy—'seize opportunities, leverage networks, build platforms'—for using relationship-based approaches to successfully develop foodservice outlets, illustrated with real cases.
杨旭Seven-Step Method for Foodservice Channel Operations: Practical Action Breakdown under a Terminal Mindset
In the local liquor market, foodservice terminals are the mainstream sales channel for baijiu. However, disorderly competition in this channel has caused many baijiu brands to fail in restaurants. Key characteristics include: 1) A-class outlets are often monopolized or bought out by strong brands, making entry difficult; 2) Deteriorating competition with escalating fees (entry, exclusive sales, bottle-opening, promotion, and public relations) forcing prices far above product value; 3) Credit sales are required, with B and C-class outlets having poor credit, high sales costs, and high risk of bad debts. Based on these characteristics and years of marketing practice, the 'Seven-Step Method for Foodservice Terminal Operations' has been developed to launch terminal markets swiftly with sharp terminal positioning attacks.
何足奇Off-Season Channel Strategy: Eliminate Blank Outlets + Win Over Core Stores + Expand Sales Points!
In Chinese baijiu marketing, the channel carries immense value and status, often surpassing product and brand, as successes and failures in the industry frequently hinge on channel dynamics. During the off-season, it is crucial to intensify channel efforts, focusing on three aspects: eliminating blank outlets, winning over core stores, and expanding sales points.
朱志明Three Tips to Crack the Puzzle of "Easy Distribution, Hard Sell-Through"!
For many baijiu distributors, product distribution can be done quickly, but market activation after distribution is slow. Once products fail to sell through, it leaves a bad impression on retail outlets, affecting long-term relationships and making it difficult to distribute new products in the future. Terminal sell-through after distribution is the most direct and important indicator of a distributor's performance, as terminals are the final point where consumers decide to buy and where distributors realize profits.
New DistributionFour Keys to Building Strong Terminal Customer Relations
Terminals are where products are sold, connecting products with consumers and serving as the most crucial link in product distribution. Controlling terminals is key to market success, and strong customer relations at these points are even more important than merely securing them. This article outlines four essential methods: regular visits, events and networking, terminal support, and profit assurance.
New DistributionDistribution: Facing Retail Stores Directly
In industries such as daily necessities, pharmaceuticals, food, and beverages, a unique marketing strategy called distribution is prevalent. Distribution involves manufacturers cooperating with distributors to deliver products directly to retail stores, leveraging the distributor's long-term relationships to secure orders and rapidly expand market coverage.
潘志刚The Winning Formula for Small Outlets: "Four-Wheel Drive," Not One Can Be Missing
Small outlets typically refer to B and C class stores, community convenience stores, roadside or street-side shops, and other small and medium retail terminals that are small in scale, low in sales volume, and have relatively limited capital. These terminals are also characterized by high dispersion, numerous individual stores, and small one-time purchases. Due to these characteristics, managing and operating small terminals is often exceptionally tedious and complex. If not properly managed, issues such as store desertion, bad debts, and reselling competing products can frequently arise, which are detrimental to long-term operations. Therefore, when small terminals become the "hot commodity" commonly favored by small and medium brand enterprises, how to effectively control these "scattered" small terminals to make them obey the manufacturer's management and remain loyal to the manufacturer becomes the focus of attention for many manufacturers that are "enamored" with small and medium terminals. So, how can small and medium enterprises effectively manage these small retail terminals when their brand strength is not very strong?
崔自三Small Outlets, Big Impact
Developing community-based outlets such as tobacco, alcohol, grocery, and small department stores as dairy sales terminals is a strategy adopted by many dairy companies. This approach is driven by four key reasons: consumers' growing preference for convenience, the current state of China's retail distribution where traditional channels still dominate, the special requirements of short-shelf-life pasteurized milk, and the resource constraints of city-based dairy companies. These channels offer advantages like good cash flow, easy expansion, brand communication, and quick response to market changes, and with proper management, they can significantly contribute to sales.
铭泰.铭观49 Negotiation Strategies from a KA Procurement Expert
In the eyes of Roger Dawson, a renowned American negotiation master and advisor to former President Clinton, negotiation is the most profitable activity. Sellers always want to raise prices, while buyers always want to lower them. With costs fixed, profit is determined in this process. In business, negotiation is ubiquitous, and every step is crucial to achieving the ideal outcome. As a good actor is full of drama from the moment they appear on stage, the final result of negotiation is the culmination of mastering every step. Although some steps seem simple, it is precisely the accumulated 'negotiation momentum' from each interconnected step that ensures the negotiation goals are met or even exceeded as expected.
王思亮The Six-Step Method for Terminal Repeat Orders: Select, Set, Train, Induce, Control, Sustain
The success of new market development and new product launches is marked by repeat orders from secondary wholesalers and terminal retailers, which indicate consumer acceptance and initial brand loyalty. To achieve repeat orders, six steps are required: Select, Set, Train, Induce, Control, and Sustain.
杨永华The Five-Step "Win" Sales Visit Method
Visiting clients and conducting face-to-face interviews are the most common and important aspects of a salesperson's "winning" work, yet they are also the most challenging. This article introduces the "Five-Step Visit Method," a structured approach applicable across all sales stages, from initial contact to after-sales follow-up, and provides practical guidance on how to master it.
New DistributionTerminal Marketing Strategy: Practical Operations
Terminal promotion typically involves placing promotional staff in key stores to guide and recommend products. These locations include warehouse-style hypermarkets, large department stores, medium-sized supermarkets and malls in major commercial areas, and large pharmacies in major commercial areas. To better help consumers understand products and ultimately make purchases, it is best to set up promotional guides at terminals, which helps spread brand awareness, expand product efficacy publicity, increase terminal sales, strengthen ties with terminal personnel, and prevent counterfeit products from entering and competitors' 'chokehold' tactics.
张继明Three Stages, Three Principles, Three Key Steps: 9 Steps to Quickly Complete Product Distribution
Distribution, also known as market coverage, is a series of processes to persuade retailers to stock and sell a company's products. It is a collaborative activity between the company and distributors (or upstream and downstream distributors) to rapidly open a market in the short term, serving as a crucial foundation for a quick market launch. Distribution facilitates rapid product listing, establishes stable sales outlets, and creates a ripple effect where one point drives a line, and one line drives an area. Typically, distribution actions have three characteristics: short duration (a specific market's distribution can usually be completed within three months), high speed (requiring concentrated advantages in manpower, materials, and finances for efficient and rapid market development), and multiple methods (utilizing a combination of personal selling, trials, poster posting, gifts, and other approaches).
芮新国No Sex Appeal? Still Blast KA Sales!
In today's increasingly fierce competition in KA stores, to boost sales in a hypermarket, the first step is to make customers 'see' your product among tens of thousands of items, then 'attract' them, 'stimulate' their purchase desire, and leave a deep 'impression'. Many companies only resort to old methods like 'occupying end caps, building floor displays, and hiring promoters', but with rising space and labor costs, these methods are becoming more expensive. In fact, a sales environment that is easy to see, easy to choose, easy to buy, and easy to remember is the key to KA visual merchandising.
岳欣凝Mastering Sales Visits: Lead with Your Strengths
In sales visits, it's almost mandatory to praise your company, products, services, and clients, but customers may not care about what you say, and you may not address what they care about. More importantly, no advantage is inherent; it only becomes an advantage if the customer perceives it as meaningful. Before advantages, there must be relevance: whoever connects more customer needs, greater interests, or does so first, holds the advantage.
New DistributionChannel Segmentation and Product Pricing under Separate Channel Operations
Currently, under unprecedented channel squeeze, many manufacturers have adopted separate channel and item operations. For example, Coca-Cola has long used a separate channel model and recently began moving into rural terminals to deepen channel penetration and capture a share of the rural market. However, an unavoidable issue in 'opening a second battlefield' is that improper pricing can lead to 'self-destruction.' Therefore, scientific and reasonable pricing is crucial. So, how should pricing be set to resolve the conflict between channels and prices in separate channel operations?
崔自三9 Characters to Master Product Display in Stores!
From the principle of simplified management, display is a meticulous task that requires care. If executed according to basic requirements, it can effectively enhance store image and boost sales. The nine key principles are: Quantity, Concentration, Ease, Completeness, Cleanliness, Association, Timeliness, Brightness, and Color.
New DistributionTerminals, Still Terminals
First, you must work on terminals. In the baijiu industry, there are three types of companies: those that don't work on terminals and die; those that work on terminals and die; and those that work on terminals and profit. Without terminal support, products won't enter mainstream terminals and won't become market leaders. Attempts to bypass terminals—such as e-commerce direct sales, trunk projects, bribery promotions, or circle marketing—will all face diminishing returns, with slower development, higher maintenance costs, and lower value.
曾祥文15 Practical Measures to Manage Your Salespeople
There are no fixed rules for sales managers to manage their salespeople, and no book can claim to offer a complete set of formulas that can be followed blindly. Managing salespeople is not a static proposition; it requires targeted and adaptive management that changes with the environment, circumstances, and the individuals involved. Therefore, fundamentally, sales managers must rely on real-world experience to discover targeted methods. Fortunately, everything follows certain patterns, and while techniques vary, some basic principles can guide effective personnel management.
New DistributionCome, Let Me Teach You How to Tell the Profit Story from Multiple Angles
1. Tailor the profit story to the audience. In small and medium terminals, the decision-makers are either the owner or the store manager/buyer. Owners care about profit, especially during new store openings, while store managers/buyers care about bestsellers and their performance metrics. Salespeople should adapt their profit stories accordingly.
魏庆Terminal Visits: Three Steps to Quickly Build Trust with Small Shops!
To build trust with small shop owners, salespeople should first make themselves memorable by dressing neatly, avoiding long pitches, and helping out in the store. Then, they should understand the customer's situation, including staff, products, and customer flow, and finally earn trust through sincerity, professionalism, and considering the customer's interests.
New Distribution