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If You Can't Even Be Bothered to Do Displays, Then Don't Do Sales!
In today's rapidly changing market economy, distributors have transitioned from 'sitting merchants' to 'itinerant merchants.' Those who failed to adapt and waited for customers to come to them have declined. With China's economic growth slowing and supply exceeding demand in various industries, competition among brands has intensified. The market's performance, especially the battle for shelf space, will determine the fate of many salespeople. Those who don't adapt will be eliminated. Are you ready?
New DistributionFive Combination Tactics to Close Terminal Orders at the Last Moment
This article introduces five combination tactics for terminal sales: breaking the ice, introducing work objectives, handling objections, telling profit stories, and closing the deal. It emphasizes preparation, customer psychology, and practical techniques for small and medium terminal stores.
魏庆Five Stresses, Four Beauties, Three Loves: The Secret to Intensive Channel Management
Those who control the channel control the market. The channel is the lifeblood of a company. While companies wage fierce battles with product, price, concept, and brand strategies, the hidden channel competition is also intensifying. Intensive channel management has become the most clicked term in marketing policies and plans. It involves integrating marketing tactics to fully tap market potential, cultivating and supporting distributors, increasing outlet coverage and penetration, enhancing outlet presentation, and using advertising and promotions to drive demand, ultimately achieving distributor and terminal push to raise market share and brand influence.
游昌乔Avoid Jargon in Terminal Sales
During recent store visits, I encountered a salesperson from a beverage company who was knowledgeable but used too much professional jargon, confusing store owners. This highlights the importance of communicating in a way that customers understand, rather than showing off expertise.
陈凯Winning at the Point of Sale: A Must-Attend Course for Suppliers to Hypermarket and Supermarket Channels
This course is designed for FMCG companies that believe in "winning at the point of sale." It addresses common issues in retail terminal management, such as the lack of a clear link between management activities and sales growth, and provides systematic methods to improve product visibility, in-store display, pricing, inventory, and promotions, ultimately enhancing purchase rates and market share.
北京时代博文Terminal Marketing: 20 Key Concepts
Without clear terminal strategy, evidence, and support, attracting distributors is difficult, leading to a cycle of hiring and firing salespeople. This article outlines 22 key concepts of terminal marketing, emphasizing the importance of terminal strategy, core terminals, and the distinction between sales and promotional terminals, to help companies succeed in the competitive FMCG market.
曾祥文Techniques for Sales Staff to Compliment Customers
The most beautiful language in the world is praise for others. Appropriate praise not only brings people closer but also opens their hearts. Although the world is full of flattery and exaggerated compliments, people still greatly appreciate sincere recognition. From a psychological perspective, being acknowledged is a fundamental need. As a sales guide, the key to success is the ability to think from the customer's perspective. Since customers need praise, why should we be stingy with our words? Our praise costs nothing and is a sales method that requires no additional investment.
New DistributionHow to Handle Terminal Display? Remember These 9 Words!
This article is reprinted from Sugar, Tobacco, Wine Weekly Food Edition. Starting from the principle of simplified management, display is actually a meticulous task that requires care. If executed according to the basic requirements, it can effectively enhance the store image and promote sales.
New DistributionNine Strategies for Terminal Interception
Terminal interception is the integration of all terminal advertising, promotions, products, and channel resources to influence customers' purchase decisions, essentially guiding, competing, surrounding, and urging customers to make quick purchases. This article summarizes nine practical strategies for terminal interception based on market experience, covering high-altitude, source, front-line, joint, personnel, product, POP, leverage, and popularity interception.
白宏伟Managing Bulk Goods, Gold and Silver in Bulk
In recent years, with the economic rise of inland China and the continuous advancement of urbanization, the retail industry in mainland China has been provided with fertile soil and has undergone earth-shaking changes. As a result, a situation of "a hundred flowers blooming and a hundred schools of thought contending" has emerged between traditional and modern channels. Especially the rapid development of modern channels has not only changed Chinese consumers' habits but also provided broader space and stage for the development of bulk food. Bulk food, due to its characteristics of selectability and self-service, can satisfy the fun of participation during shopping and meet the consumption needs of the personalized consumption era.
朱丹蓬、饶壮Learning from Master Kong: Setting Channel Profit to Keep Products from Rotting in the Warehouse!
This article is reprinted from the public account: Sugar Tobacco Weekly Food Edition. What is a channel? A channel refers to the sales process in which a product flows from the manufacturer to the end consumer, commonly known as the distribution channel. Channel profit is the most important means to drive product flow. Because distributors seek to maximize profit while hoping for minimal sales volume; manufacturers seek to maximize profit while hoping for maximum sales volume. The two are a contradictory community. From the distributor's perspective, low profit leads to a lack of enthusiasm for market development, which in turn affects the manufacturer's product market share growth.
王冠群Breaking the Paradox of New Product Terminal Promotion with the S-Curve
Products, as material carriers that satisfy needs, play a crucial role in marketing activities, especially in the era of personalized demand. However, new products often fail to reach consumers due to channel issues, particularly dealer inaction. This article explores common excuses dealers use to reject new products and proposes the S-curve theory as a solution to overcome these barriers and drive sales growth.
李治江Ten Key Considerations for Beer Companies' Initial Distribution at the Start of the Year
For FMCG companies, distribution rate has always been a crucial process management indicator. The article outlines ten key considerations for beer companies' initial distribution at the start of the year, emphasizing the importance of resolving legacy issues, strategic planning, and rapid execution to ensure market success.
王同Quick and Effective New Market Development: One Goal, Four Steps
Many salespeople feel overwhelmed when developing new markets, unsure where to start. This article outlines a four-step method for finding, evaluating, convincing, and servicing distributors, helping you navigate new market development with confidence.
代振17 Questions Salespeople Often Ask
Sales training is more challenging than general training because salespeople ask many questions that are often situational, requiring empathy and practical experience to answer effectively. This article outlines 17 common questions and answers that can help salespeople become top performers, emphasizing the importance of observation, problem-solving, and continuous improvement.
刘信峰N Ways to Play Price Promotions at Retail Terminals
Distributors most want to see booming apparel sales. As the saying goes, to make money, you need volume. Discounts and price cuts are effective, but if not used well, they can be counterproductive. Terminal price cuts require strategic thinking.
New DistributionThree Major Issues in Terminal Management
A reader from Zhejiang Transfar Company raised three representative questions about terminal management. The author shares his views: terminals should be developed and maintained by distributors under the company's management, not directly by the manufacturer; compensation for terminal staff should be based on standardized checks of five elements including placement and display, not just sales; and terminal data should be recorded in the company system for analysis and management.
李临春PERFECT: The 7-Character Efficient Marketing Operation Guide for Sales Representatives
In response to the lack of training materials for sales representatives, the author introduces the PERFECT principle, a practical guide covering Preparation, Efficiency, Request, Following, Effect, Communication, and Threat, to help sales reps execute effectively in the field.
张会亭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 DistributionThree Principles, Four Supervisions, Five Dos, Eight Key Points: A Practical Manual for Distributor Teams in Township Distribution
With a rural population of over 900 million out of 1.3 billion, China's rural market holds immense potential. Following the strategies of 'building teams, setting standards, creating models, and ensuring implementation,' this article shares a practical case of township market development, including team building, the 'Eight Key Points for County and Township Market Development,' and supervision methods.
郭子涵Mastering the Terminal to Win the Old Market
The rapid development of an enterprise requires sustained profits from successful markets to support the development of new strategic markets, forming a virtuous cycle. While much has been written about developing new markets, maintaining old markets is often overlooked. This article discusses how to manage and develop terminals in mature markets to sustain profits and competitiveness.
冯启Brand + Advertising + Distribution + Promotion + Display = No Sales, What to Do?
In our consulting practice, clients often ask why a marketing model, strategy mix, or operational plan that succeeded in Market A fails in Market B, why past successes no longer work, and why sales remain stagnant despite increased investment. Based on our experience, such problems generally stem from three levels: strategic and positioning errors, core strategy and mix deficiencies, and execution failures.
程绍珊Bold, Meticulous, Thick-Skinned: The Seven-Character Mantra of a Top Salesperson
At a high school graduation party, we asked our Chinese teacher how he won over his beautiful wife. He replied without hesitation, 'I'll tell you a secret: seven characters—bold, meticulous, thick-skinned.' In romance, these seven characters are indeed an unbeatable weapon. And they are equally the mantra for a successful salesperson.
游昌乔Terminal Sales Reps' 'One-Move Defeat' Selling Method
Imagine meeting an old friend, classmate, or neighbor you haven't seen in years. After shaking hands, you blurt out, 'I'm now in multi-level marketing and selling insurance; I want to sell you a product...' Before you finish, they're gone. Real insurance agents and MLMers aren't that foolish; they don't start by selling. They first show concern and tell you benefits—like MLM can make you rich, or insurance means your wife gets rich after you die. The professional term for 'benefits first, then selling' is...
魏庆