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How Distributors Can Excel in Their Home Terminal Market (Part 2)
This article provides practical guidance for FMCG distributors on improving terminal market performance, covering professional sales techniques for handling customer objections, daily work processes for pre-sales representatives, and tips for launching and managing a pre-sales system.
魏庆How Distributors Can Excel in Terminal Markets in Their Own Backyard (Part 1)
This article discusses the significance of terminal sales for distributors, emphasizing that terminal markets are where actual sales occur and are crucial for competitive advantage. It also introduces three business operation modes for terminal control: vehicle sales, telephone visits, and pre-sales, along with the establishment of a pre-sales system, including employee training and professional sales techniques such as product display and inventory management.
魏庆Products Placed but Not Moving? Here's How to Make Distribution Effective!
For many distributors, product distribution can be done quickly, but market activation after distribution is slow. Once products don't sell, it leaves a bad impression on retail stores, affecting long-term relationships and making it difficult to distribute new products in the future. The most direct and important indicator of a distributor's performance is terminal sell-through after distribution.
New DistributionThe Business Essence of Distribution: Channel Division and Terminal Victory
Distributors often face difficulties in finding products, sometimes resorting to non-commercial means, because they lack unique core competencies in cooperation. The business essence of distribution lies in channel division and terminal victory, where good channel relationships and category leadership are key to gaining bargaining power and success.
New DistributionDistribution: The Fundamental Skill for FMCG Professionals
Distribution is the fundamental skill in the FMCG industry. To achieve low-cost and effective distribution, distributors must prepare thoroughly, standardize the process, and pay attention to details.
New DistributionThe Consumer Psychology of KA Stores
This article reveals the psychological tactics used by supermarkets and hypermarkets to influence consumer behavior, such as product placement, pricing strategies, and sensory marketing, and offers tips for shoppers to make smarter purchases.
New DistributionThe Economics Behind Product Display: Purchase Hints
This article explores the science of product display in retail, explaining how strategic placement can boost sales by leveraging consumer psychology, such as the 'beer and diapers' phenomenon and color-based displays.
文/乐琰New Product Launch: Eight Strategies for Fast and Effective Distribution
Speed is crucial in distribution, but rushing without a clear plan can lead to problems. This article outlines eight strategies for distributors to achieve rapid and effective product distribution, from prioritizing easy wins to leveraging existing strengths and building team momentum.
New DistributionHow to Optimize In-Store Display for New Products in Hypermarkets?
According to consumer behavior research, product display is a critical factor influencing purchases, as 70% of buying decisions are made in-store. For new products, effective display is essential to increase visibility and stimulate impulse purchases, which account for an average of 11.4% of in-store spending.
New DistributionWei Qing: The Morning Meeting Model for Terminal Sales Staff
This article discusses the management of terminal sales personnel (retail store sales reps) in the FMCG industry, focusing on the challenges of supervising them and the importance of effective morning meetings. It provides a nine-step morning meeting model designed to improve monitoring, motivation, and performance.
魏庆Wei Qing: When 'Terminal' Meets 'Sales'
This article discusses the paradox between terminal (retail outlet) work and sales volume in FMCG, highlighting common traps in terminal management and offering solutions. It emphasizes that doing terminal work well leads to good results, but many companies struggle due to inconsistent beliefs, poor dealer cooperation, management failures, and internal conflicts.
魏庆The Secret of Wahaha's Channel Control
Wahaha's existing channels are already dense compared to other beverage companies, but why does it still force first-tier distributors to develop second-tier networks? Wahaha is strongly promoting the construction of second-tier networks. Ultimately, there are two starting points: first, the sales performance of first-tier distributors falls far short of Wahaha's requirements; second, the mixed wholesale-retail operation of first-tier distributors reduces the profits of second-tier distributors.
赵晶KA Channel Stack Display Tips
Stack displays in supermarkets are a common promotional form that boosts sales and enhances brand image. This article discusses how to choose the best stack display positions, design effective shapes and decorations, and communicate promotional information to attract consumers.
New DistributionEight Awkward Models That Trouble Small Trading Companies
Many small trading companies, due to their bosses' strong leadership style, tend to bypass managers and give orders directly to all levels, weakening the influence of middle management. This turns the original 'pyramid' into a 'dumbbell', with weak middle and strong ends.
New DistributionWei Qing: A Stupid but Effective Terminal Sales Method
This article discusses a persistent and service-oriented approach to selling to difficult retail clients, emphasizing multiple visits, setting small goals, and using service to break down resistance.
魏庆Morning Meeting Must-Teach: 15 Techniques for Salespeople to Close Deals Quickly and Effectively!
To close deals with customers and achieve sales goals, salespeople should adopt different closing strategies based on different customers, situations, and environments to seize the initiative and finalize transactions as soon as possible. When attempting to close, once the opportunity arises, end the negotiation early; even if the customer is still hesitant, encourage them to buy while their desire is strong, as the chance of closing remains high. The following introduces 15 closing techniques to be used flexibly with different customers.
New DistributionEssential KA Terminology: A Must-Read for Sales Professionals
This article provides a comprehensive guide to key account (KA) terminology and practices for FMCG distributors, covering retail industry trends, supermarket classifications, professional terms, contract negotiation, product selection, display techniques, promotional activities, and financial management.
New DistributionHow Should Distributors Cure the Disease of Retail Terminal Debt?
Debt between manufacturers and distributors, including 'triangular debt,' has largely been curbed with market economy development and improved financial systems. However, distributor debt in the channel, especially at retail terminals, is spreading and threatening distributor growth. Large amounts of retail terminal debt cause cash flow breaks and turnover difficulties. The scattered and chaotic nature of these terminals makes debt collection difficult and leads to bad debts from closures and transfers. Distributors often end up with IOUs or lost profits.
New DistributionHow to Win the "Blocking Battle" Against Competitors at the Terminal!
In the context of booming categories and brands in the FMCG industry, distributors face intensified competition. To make products "run faster" than competitors in increasingly open terminal markets, distributors must win every "blocking battle" against competing products at the retail terminal.
New DistributionMarketing Guru Weibo Selection - Wei Qing
This article compiles insights from Wei Qing's Weibo on deep distribution, dealer management, and marketing strategies, covering topics such as route planning for sales reps, dealer cooperation, and promotion tactics.
魏庆Breaking the Channel Limits of a "Mature Market"
The redevelopment of a so-called "mature market" often faces three major bottlenecks: customer, outlet, and channel. Taking the liquor industry as an example, this article discusses how to break these bottlenecks by improving outlet coverage, product coverage, and activating existing customers and teams, ultimately aiming to increase market share and achieve market breakthrough.
New DistributionTips for Controlling Promotion Costs at Key Accounts
Promotions are a powerful sales tool, but they usually cost money. Suppliers naturally want to spend less and achieve more, so the question is how to minimize costs while maximizing promotional impact. Since retail promotion resources are scarce, retailers will try to raise the 'threshold' for promotions to extract more benefits from suppliers. Therefore, suppliers should design their promotional proposals from the retailer's perspective, using 'limited quantity' to stimulate buyer expectations and 'exchange' methods to reduce their own costs.
New DistributionWei Qing: The Purpose of Merchandising Is Not to Be More Standard or Better Looking, but to Sell Better!
The rules and techniques of merchandising can be detailed and complex, but stripping away the details and returning to the essence, from a sales-oriented perspective, merchandising boils down to four aspects: 'highlighting priorities', 'display location', 'display quantity', and 'display appearance'. Simplicity ensures execution!
New DistributionHow to Unblock the Channel Between Distribution and Sales?
For many liquor distributors, product distribution is quick, but market activation after distribution is slow. Once a product doesn't sell, it leaves a bad impression on retail outlets, affecting customer relationships and future distribution. Terminal sales after distribution is a key indicator of distributor performance, and solving this issue is crucial for increasing sales.
New Distribution