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Terminal Distribution: Concise Answers to Common Terminal Objections
During terminal distribution, especially for new products, salespeople often face customer objections they cannot answer, leading to failed visits. This article provides concise, practical responses to common terminal customer objections, distinguishing between real and false objections, and emphasizes the importance of learning and diligence in sales.
New DistributionIn the Market, How Can High Prices Beat Low Prices?
In terminal training classes, many students ask: 'Teacher, many merchants now sell products at low prices through promotions. If we don't adjust our prices, we end up being passive. What should we do?' This article explains through cases that high prices often beat low prices in the market, and discusses the marketing principles behind pricing strategies.
柳叶雄Uncovering the 'Promotion Traps' at Industry Retail Terminals
This article examines the pitfalls of terminal promotion strategies in the FMCG industry, where manufacturers bypass distributors to lock in influential retail outlets, leading to high costs, management chaos, and legal risks. It offers principles and tactics for companies, especially weaker liquor brands, to navigate these traps by focusing on management, channel building, and market fundamentals.
方刚The Economics Behind Product Display: Purchase Hints
This article explores the science of product display in retail, explaining how strategic placement can influence consumer behavior and boost sales. It covers various display techniques, including the 'beer and diapers' cross-merchandising strategy, and emphasizes the importance of understanding consumer psychology to optimize store layouts.
New DistributionFour Major Misconceptions in Terminal Sales for Distributor Salespeople
This article discusses four major misconceptions that terminal salespeople often have, which lead to business failures, and provides strategies to overcome them. It emphasizes the importance of balancing sales and market development, treating all customers fairly, managing products of all sizes, and combining incentives with proper management.
New DistributionReforming the 'Mercenaries': Refined Commissions and Contracting
This article addresses common problems in distributor sales teams, such as low efficiency and high costs, and proposes solutions ranging from refined commission systems to a full contract system, with preparations and precautions outlined.
New DistributionCultivating Without Refinement: The Death Truth of Deep Distribution
Deep distribution has become synonymous with meticulous cultivation. Many manufacturers, when aspiring to and implementing this 'intensive' model, often fall into the trap of 'refinement without precision': more people but no performance growth, more standards but declining management, intensive cultivation but no fine work, abundant harvest but not necessarily a good yield... What is the real reason? At the enterprise level: the foundation is not solid.
方刚Wei Qing: As a Leader, What Should You Look at in the Market and How? Five Steps for Terminal Inspection!
This article outlines a five-step process for terminal inspection in FMCG distribution, emphasizing preparation, customer service, honesty checks, competitive comparison, and in-store execution review. It guides managers on what to examine and how to address issues systematically.
魏庆The 'FMCG' Mindset of Baijiu
Initially, baijiu and FMCG were distinct, but later, as some FMCG companies entered the baijiu industry, the two became intertwined. Now, due to the industry's 'people's liquor route' and channel下沉, baijiu seems increasingly like a new FMCG. The article discusses whether baijiu is an FMCG and how adopting FMCG thinking can help baijiu companies succeed.
New DistributionThe Transformation Direction of Deep Distribution
A one-size-fits-all approach to deep distribution is doomed to fail. Companies must adapt their distribution strategies to different market types—core, developing, and peripheral—to avoid performance stagnation and maximize growth.
方刚Not Doing Procurement, You Don't Know How Stupid Salespeople Are
A procurement director shares his insights on why salespeople often fail, emphasizing that selling is not about pushing products but about buying together with customers. He outlines common mistakes salespeople make, such as believing procurement excuses, mistaking objections for needs, and failing to shape customer requirements.
New DistributionAfter Product Distribution, How to Achieve Sell-Through Step by Step
Terminal sell-through after product distribution is the most direct and important indicator of a distributor's performance. Since the terminal is the final point where consumers decide to purchase and where distributors ultimately realize profits, effective terminal management can guide consumption, enhance brand image, and increase product flow, securing better market space and resources for distributors. With intensifying competition in the baijiu industry, terminal sell-through has become the core lifeline of sales in a distributor's market, making it a top priority to solve terminal sell-through issues.
New DistributionHow a 2-Yuan Snack Food Company Achieved Annual Sales of 50 Million?
Yiwu Keke Non-staple Food Industry and Trade Co., Ltd., founded in 2008, achieved annual sales of 50-60 million yuan within five years by selling low-priced snack foods averaging around 2 yuan per item, expanding from Yiwu to the entire East China region. General Manager Lou Junping's success is not due to luck but to strategic channel management, customer service, and market insight.
New DistributionFour Strategies and Four Measures to Solve the Problem of Your Product Being Intercepted at the Terminal
To get your product into consumers' hands through retail outlets, completing distribution, display, restocking, and delivery is not enough; you must face fierce terminal interception. This article provides four strategies and four measures for effective terminal counter-interception, emphasizing the importance of identifying key terminals, concentrating resources, analyzing competitors' weaknesses, and building barriers to weaken competitors' interception efforts.
New DistributionSix Methods for Entering Key Accounts (KA)
This article introduces six strategies for FMCG distributors to enter Key Accounts (KA) or large retail chains, including leveraging strong corporate power, focused display in a single influential store, relationship marketing, top-down approaches, surrounding via small stores, and utilizing local distributors. Each method is illustrated with practical examples to help businesses overcome entry barriers and succeed in modern retail.
New DistributionThe Model Dividend of Deep Distribution in China Has Reached Its End in 2014
Since 2002, deep distribution has been the mainstream sales model for Chinese consumer goods, especially FMCG. However, by 2013, the demographic dividend that underpinned this model had reversed, leading to diminishing returns and rising costs. This article argues that the model's inherent flaws—large front-end, small platform, and weak system—have ended its dividend, and proposes a shift to a system distribution model characterized by small front-end, large platform, and strong system.
史贤龙Motivating Salespeople with Clever Betting Techniques
This article discusses how distributors can use betting techniques to motivate salespeople, drawing on the biblical story of the talents to illustrate the Matthew effect. It outlines setting stakes, creating a prize pool, and public award ceremonies, and advises on which products and timings are suitable for such bets.
New DistributionPromotion Strategies for Terminal Outlets
This article discusses various promotion strategies for FMCG terminal outlets, including single-product buy-one-get-one offers, product bundling, physical gifts, cash rebates, box recycling, display rewards, and more, emphasizing the importance of tailoring promotions to market conditions and avoiding overuse that can harm brand value.
朱志明The Road to Self-Built Retail Terminals for Distributors
Distributors are increasingly building their own retail terminals to control the market and escape the pressures of traditional channels. This article shares case studies and discusses the challenges and key success factors for such ventures.
朱志明17 Negotiation Tips for Salespeople
This article provides 17 negotiation tips for salespeople, emphasizing thorough preparation, understanding the other party's authority, negotiating on home turf, maintaining a professional demeanor, and using data to support arguments. It advises against showing too much interest, suggests controlling the negotiation pace, and stresses the importance of not settling for a 50/50 split when better terms can be achieved.
New DistributionHow Distributors Can Promote New Products at the Terminal
Terminals, distributors, and consumers are not short of new products, but for distributors, a successful new product means a new profit source. However, the survival rate of new products is less than 15%, and in the FMCG industry, it is as low as 5%. This article uses the example of Boss Hu, a distributor in Changsha, to explain how to design an effective new product launch plan and find the connection point between the new product and the terminal, thereby improving the survival rate of new products.
New DistributionHow to Rationally View Centralized Display of Products in KA Stores?
A case study of a salesperson struggling with centralized display issues for chocolate products in KA stores, followed by rational strategies for suppliers to address display challenges and persuade retailers.
New DistributionThe Quotation: The First Hurdle to Entering a Key Account
For suppliers hoping to cooperate with hypermarkets, providing a high-level quotation is essential. For hypermarket buyers, selecting suitable partners and brands from numerous suppliers is not easy, and the quotation often serves as the first threshold. Through the quotation, buyers can predict the product's market competitiveness and assess the supplier's strength and management level.
New DistributionManagement of County-Level Distributor Salesmen in Rural Areas
This article provides practical tips for county-level FMCG distributors on managing salesmen who visit rural retail stores, covering pre-trip preparation, store visits, handling common objections, and sales techniques.
New Distribution