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3710 articles · Page 116 of 155
The 123456 Rules of Distributor Management
Management should be emotional, rational, and beneficial. Good marketers should 'shake hands at both ends and embrace in the middle,' maintaining a 'close but not intimate, sweet but not cloying' relationship with distributors. The key is to teach methods, not just provide fish, and to focus on communication and service, with supervision and control as secondary.
曹文广After Distribution, How to Drive Effective Sell-Through at the Terminal?
Many companies face a common dilemma: after successfully recruiting distributors and distributing a new product, they expect smooth sales, but suddenly find the product isn't moving at the terminal. This article analyzes the factors affecting terminal sell-through and provides five core methods to stimulate it, including buyouts, exclusive promotions, co-promotions, natural sales, and key elements like customer relations, visual merchandising, and promotional activities.
朱志明Standard Operating Procedures for Distributors Handling Year-End Near-Expiry Products
Based on past experience, as the year changes, sensitivity to product packaging dates increases. Distributors without operational experience may have shipped too much inventory or launched new products that quickly become considered old. Once past New Year's Day, all stock becomes last year's products, and after the Spring Festival, consumers check dates, making it hard to sell at retail. The author advises distributors to start compressing inventory from December, including both warehouse and retail stock, and to handle new products carefully. The article provides detailed steps for inventory checks, phased recovery, proper storage, flexible disposal, and operational and market management strategies.
马兴强 赵波How Should Distributors Who Are Like-Minded, Share Weal and Woe, or Have Different Agendas Be Managed?
In the Chinese marketing world, success is measured by sales volume and performance, making salespeople's lives tough. When companies undergo marketing model reforms, managing distributors becomes critical, and they should be categorized and managed situationally based on their willingness and capability to cooperate, just like managing employees.
田金强5 Methods for Distributors to Recover Outstanding Payments!
Difficulty in collecting payments and long accounts receivable cycles have always been major problems for many distributors, and they are also matters of life and death for distributors, especially at the end of each year. As the year-end approaches, payment collection has once again become an urgent issue for many distributor bosses. Without payment collection, all the hard work of the year amounts to nothing. This issue discusses year-end payment collection. Regarding year-end payment collection, the most direct and urgent topic is the technique of door-to-door collection. Besides adjusting one's mindset, the final push during collection is also crucial; if done well, it can smoothly achieve the goal of recovering payments.
New DistributionOpinion | The Vending Machine Industry Is Only Beautiful on the Surface
Yesterday's article about the vending machine trend was well received, but this piece aims to offer a cautious perspective, helping distributors considering a pivot to make prudent investment decisions. The author, Feiyu, draws on his long-term observation of the automated retail sector to outline four key risks: social civility, scarce locations, labor costs, and consumer habits.
肥鱼How Regional Managers Can 'Wisely Obtain' Distributor Promotional Resources?
In today's environment where manufacturer promotional resources are relatively scarce, how to cleverly 'obtain' distributor promotional resources to boost market sales and brand enhancement is a testament to the competence and excellence of regional managers, who are like 'frontier officials'. It also serves as a strong guarantee for regional managers to 'leverage force' and better establish a 'win-win, shared, and common' market. So, how should regional managers 'wisely obtain' distributor promotional resources for their own use? The following four methods may inspire you.
New DistributionHow Can New Salespeople Quickly Win the Favor of Distributors?
The author, a veteran who has mentored many newcomers, shares insights on why new salespeople struggle and how they can quickly win distributors' favor. Key strategies include adjusting mindset, building professional knowledge, clearly communicating benefits, maintaining a positive attitude, nurturing relationships, and taking action to help distributors.
吴明Five "Hidden Weapons" for Distributor Profitability
In the FMCG marketing chain, distributors are the closest controllable link to the market and consumers, making their profitability crucial for manufacturers. This article outlines five common strategies distributors use to generate profit, including sales markups, rebates, terminal fee interception, promotion interception, and leveraging manufacturer resources.
贺智勇Nine Peculiar Phenomena in Compensation Management: Do Distributors Know How to Solve Them?
Compensation assessment is fundamental yet crucial for distributors, but many face issues. This article analyzes nine 'peculiar' phenomena in distributor compensation management, offering insights for improvement.
张宇Year-End Special: The Most Detailed Practical Guide for Distributors Organizing Order Conferences
Order conferences are a common promotional format in the industry, used by manufacturers to boost sales and recruit more distributors. Distributors also actively imitate this, cooperating with the brands they represent to develop their own secondary wholesalers and terminal sales channels. Distributor order conferences can be categorized by customer type into those for distribution customers and those for sales outlets, and by venue into on-site and door-to-door conferences. This article focuses on on-site conferences. It outlines three objectives and two common pitfalls of order conferences, and provides a detailed operational guide from pre-conference research to post-conference follow-up.
New DistributionHow to Bargain with Manufacturers?
Negotiation position determines everything. In the relationship between manufacturers and distributors, the party with higher status holds the power of discourse. Generally, distributors are smaller and weaker than manufacturers, but 'a mighty dragon cannot crush a local snake.' If a distributor cannot become a local power, even a weak manufacturer can dominate them. Some manufacturers stipulate that distributors cannot handle competing products, but that's only until they encounter a truly powerful distributor.
刘春雄Advice for Distributors on Product Selection
Distributors should not believe that manufacturers treat all dealers equally; they must first showcase their strengths to get favorable policies. Also, unrealistic expectations about product quality, price, and support are misguided, as manufacturers operate for profit, not charity.
New DistributionThe "Crawl", "Walk", and "Run" of Distributor Market Development
After visiting 100 distributor markets across the country, the author's biggest impression is that distributors have indeed changed, driven by macro trends and intense market competition. In this environment, distributors need a stable market to ensure stable sales, market share, and profits. The article introduces the "infant growth law" for new product market development, dividing it into three stages: crawl (single product breakthrough), walk (forming a product group), and run (forming a product structure).
周亮Salespeople Disobedient, Obedient Ones Underperform, and Those Who Perform Don't Make Money: 80% of Distributors Fail Due to Poor Management. How to Break the Cycle?
This article explores why many distributors are losing money, attributing it to management failures such as unproductive sales teams and outdated sales methods. It recommends adopting sales management software to improve oversight and efficiency, and provides guidance on how to implement it effectively.
赵波How Distributors Can Operate the Market and Make Steady Profits
Market stability and sustained growth are more important than anything else. As agents for manufacturers in regional markets, distributors need sales, market share, and profits, but they need them to be stable. They do not need fleeting market booms; they need stable, continuously growing markets. The evolution from new product development to a stable market typically goes through three stages.
New DistributionSupporting Distributors: Give Them What They Need
Manufacturers don't sell products to distributors; they sell through them, making them allies in the same trench. Since distributors are weaker than manufacturers, supporting them is essential for mutual growth. This support can accelerate product sales, expand market share, and enhance distributor profitability, building a strong alliance. Distributors typically request advertising, promotions, entry fees, rebates, and more. How should manufacturers support them? Not by simply meeting every demand, but by tailoring support to the distributor's specific needs based on their growth stage and type.
韩亮How Jinmailang Uses the "Four-in-One" Strategy to Enable a Large Number of Distributors to Achieve Profits Exceeding One Million?
The Chinese instant noodle market, with annual sales exceeding 30 billion yuan, is a major FMCG category, yet it has shown typical signs of sluggish growth in recent years. Even distributors in key sales regions have been demoralized at annual meetings, complaining about difficult business conditions. Jinmailang's chairman, Fan Xianguo, anticipated this market scenario six or seven years ago, believing that the traditional management methods in the instant noodle industry have revealed obvious drawbacks after 30 years of development, leading to industry bottlenecks and eroding distributor profitability.
魔力互通How to Choose Products That Sell Well and Make Money?
Distributors often wonder why products that sell well don't make money, and profitable ones don't sell. This article analyzes why some products are unprofitable, what types of products lose money, and provides 11 criteria for selecting products that can drive both sales and profit growth.
刘助Troubled by Returns? 12 Tips to Reduce Product Returns!
Returns are a headache for many distributors. With limited product margins, if returns cannot be reduced and controlled, all the hard work may be in vain. It's normal to have returns when there are shipments, but how to effectively reduce and control them? Here are 12 tips based on personal experience.
周文佳Facing a Brand-New Brand and a Brand-New Region: How Can Distributors Achieve Rapid Distribution?
Speed is crucial in distribution, but many distributors rush into it without a clear plan, leading to incomplete coverage and subsequent sales issues. This article outlines eight strategies for rapid distribution, including prioritizing easy wins, broad seeding with focused cultivation, flanking from the periphery, leveraging strengths, combining old and new products, partnering with strong local distributors, persistent follow-up, and team-based distribution.
New DistributionLearn to Shift from 'Waiting for Orders' to 'Chasing Orders'
The author recently heard complaints from a famous ham company during a national training tour: some distributors rely on brand pull and remain passive, simply waiting for downstream orders. This article analyzes why this 'waiting for orders' phenomenon exists, its drawbacks, and how distributors can transform into proactive 'order chasers' to gain market initiative and competitive advantage.
崔自三8 Proven Methods for Managing Secondary Distributors
Secondary distributors in the sales field exist in two forms: one is storefront operations in traditional wholesale markets (mainly wholesale), and the other is wholesale-retail combined operations on city streets. For liquor manufacturers, developing and managing secondary distributors becomes a strategic choice for entering different markets. This article outlines eight methods to control secondary distributors.
New DistributionTonight at 8 PM: Teacher Pan Wenfu's Live Micro-Course "Reengineering the Distributor Customer Management System" – See You There!
Teacher Pan Wenfu will launch the industry's first live training micro-course on distributor internal operations management on November 10 via WeChat public platforms, with this platform being one of the first to broadcast. Distributors who wish to improve their business management but lack time for on-site training should not miss this learning opportunity. The micro-course will be held on November 10 at 20:00, lasting about one hour.
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