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Salespeople's Skills for Distinguishing True and False Customer Objections
Salespeople should carefully distinguish between true and false customer objections, see through the surface to the essence, and find the real meaning behind the customer's words. Only by identifying the true cause and meaning of the objection can they resolve it effectively. This article explains how to identify false objections by clarifying the difference between true and false objections, recognizing four common reasons for false objections, and using practical methods to discern them.
New DistributionCarry Out Year-End Sales Push to the End!
Many companies face high sales pressure and targets, leading to month-end or year-end sales pushes. This article emphasizes the importance of executing every aspect of the sales push thoroughly, including timing, location, personnel, departments, agreements, monitoring, coordination with other activities, and planning for the next phase.
谭长春A Step-by-Step Breakdown of a Successful Distributor Ordering Conference
In just 9 days, three regional distributor ordering conferences were held, exceeding expectations and boosting channel confidence. This article breaks down the key actions into three levels—planning, execution, and key points—to ensure the process is streamlined, executable, and replicable.
蒋军The All-Around Excellent City Manager
A city manager is a versatile role responsible for a company's business in one or several cities, requiring a combination of skills. An excellent city manager should possess ten all-around abilities, including communication, stress resistance, diligence, initiative, planning, meticulousness, affinity, political awareness, humility, and courage.
王磊Why Six Walnut Sells So Well (2)
This article discusses the demand-based theory of marketing competitive strategy, emphasizing the importance of understanding consumer demand and competition. It analyzes how Six Walnut (六个核桃) succeeded by identifying the widespread need for brain health and leveraging the common perception of walnuts as beneficial for cognition.
New DistributionWhy Six Walnut Sells So Well (1)
This article introduces the stage theory of marketing competitive strategy, using the example of Six Walnut to illustrate that enterprises must survive, develop, and lead in stages, and that positioning and focus theories must be applied according to the enterprise's stage and resources.
New DistributionSalesperson Payment Collection Negotiation Skills and Case Studies
Salespeople often think that collecting payments is not their responsibility, but if goods are delivered without payment, what is the salesperson for? This article provides four strategies for effective payment collection negotiation, illustrated with case studies, emphasizing the importance of persistence, surprise, not accepting others' problems, and using the black face/white face technique.
New DistributionThree Phrases a Leader Must Never Say
This article warns that certain phrases, once spoken, can cause irreparable damage to employees' self-esteem. It lists three toxic statements leaders should avoid even when angry, emphasizing the importance of respectful, humane management.
New DistributionOne Winning Move: Opening the Door to Distribution with a Plan
The key to opening the door to distribution is not hype, low prices, or a variety of promotional gimmicks, but a market growth plan that enables distributors to succeed, penetrate deeply, and sustain long-term in the regional market. The plan includes: 1. Consumption characteristics and market segmentation of the regional market; 2. Product differentiation positioning; 3. Channel profit analysis and resource allocation; and more.
New DistributionWhen Distributors Dump Stock, How Should You Respond?
Dumping stock can severely damage a company's market pricing and dealer confidence, forcing the company to spend money to stabilize the market. To address this, companies need both preventive and reactive measures, and must analyze the underlying causes to apply the right remedies.
毛小民JDB, Can You Still Sell Products Properly?
Some say that when Wanglaoji fails to sell products, it sues JDB to recover losses, while others say JDB happily engages in marketing PR after losing lawsuits, leaving a legacy in marketing history. The article reviews JDB's marketing campaigns and legal battles with Wanglaoji, highlighting the 'Let Wanglaoji Disappear from Chinese Shelves!' viral post after the Wenchuan earthquake donation, and critiques both companies' strategies.
纳兰醉天Net Sales: The 'Seven Rates of Turnover'
A new product's success in its promotion period depends on whether it can achieve at least three positive cycles at target outlets; similarly, a new market's development success depends on whether the main product can achieve at least three positive cycles at core outlets. If 'reorders' occur three or more times within the planned period, we can basically judge whether a product can survive in that market and whether a market can be successfully developed.
郭旭Five Swords to Break the Ice of the Off-Season
In the FMCG industry, seasonal transitions bring mixed fortunes. To avoid a sluggish off-season, distributors can wield five strategic swords: developing new customers, launching new products, intensifying promotions, extending distribution efforts, and enhancing in-store displays.
New DistributionUsing the Fishbone Diagram to Make Sales Clear and Understandable
Why are sales continuously declining? Why is my regional sales growth slow? These are common questions faced by regional managers. The fishbone diagram, also known as the Ishikawa diagram, is an effective tool for analyzing the root causes of such problems, helping to organize various factors logically and accelerate problem-solving.
毛小民Thinking of Changing Industries at Year-End? Changing Industries Is Like Climbing a Mountain—Calculate Before You Leap
Men fear entering the wrong industry, and even more so, changing to the wrong one. When marketing professionals face the dilemma of switching industries, they must make rational analyses and conduct their own 'market planning.' The 'Shuai-Shi-Tian' analysis method, based on industry concentration and company size, provides a basic index for evaluating job changes, guiding marketers to move toward industries with lower concentration and companies of certain scale.
New DistributionThe "7531" Rule for Developing New Markets
This article introduces the "7531" rule for developing new markets and customers in the FMCG industry, based on the author's practical experience. The rule emphasizes key time periods, essential dealer attributes, market surveys, and selecting ideal dealers.
赵荣真Three Major Distortions in Trade Promotion Policies and Countermeasures
This article discusses the common problems and solutions for trade promotion policies of weak brands, focusing on three main issues: overly broad and imprecise policies, excessive regional differences, and weak process supervision. It provides case studies and practical countermeasures to prevent policy distortion and ensure effective channel management.
李政权The Transformation Path of Distributors in the Internet Wave
Distributors, a special group in contemporary China's economic development, emerged during the reform and opening-up era. With rapid economic growth and increasing enterprises, they became the sole channel from products to consumers, leading to their expansion and prosperity. However, most could not join the brand origins or participate in business model design, causing anxiety during each iteration of distribution models, especially with the advent of internet marketing that transcends time and space, diminishing traditional distributors' advantages. To survive, they must adapt by leveraging their strengths and quickly integrating into internet marketing to rebuild their stronghold.
New DistributionPrecise Points, Effective Coverage: Four Key Points for Distributors to Break Through Regional Markets
This article discusses how distributors can effectively operate in regional markets, focusing on four key aspects: identifying market opportunities, building terminal channels, coordinating manufacturer-distributor promotions, and optimizing resource allocation. It emphasizes the importance of strategic product placement, value chain design, and terminal maintenance to achieve market breakthroughs.
程绍珊Three Objectives and Two Pitfalls of a Distribution Conference
A distribution conference is a common promotional tool in the FMCG industry, used by manufacturers to boost sales and recruit distributors. Distributors also use these events to expand their network of secondary wholesalers and retail outlets, aiming to quickly place products in stores and capture market share. This article outlines the three key objectives of a successful conference—increasing sales, developing new customers, and easing cash flow while strengthening relationships—and highlights two common pitfalls to avoid.
New DistributionThree Essential Tools for Sales Newcomers to Get Started
For every newcomer about to enter or just entering industrial product sales, the primary tasks are to learn essential product knowledge, master basic sales skills, accumulate initial contacts, and understand routine operational processes. In the market, facing competitors directly, the competition is not only about the company's overall strength but more directly about the skills and professionalism of sales personnel. Therefore, if sales personnel cannot complete their own energy reserve, it will be difficult to achieve final victory in the competition with competitors.
陈志平Subtle Signs Prevent "Run-off" -- Seven Dangerous Signals of Retailer "Run-off"
Run-off is a difficult problem for distributors, and once it occurs, they can only "mend the fold after the sheep are lost." However, run-off methods are becoming more covert, making prevention challenging. There is no magic cure, but standardized management and timely information can reduce the likelihood. Poor retail performance often shows dangerous signals, which distributors should monitor during terminal visits.
陈军The 'Slow Three, Fast Four' Principle for Regional Market Promotions
Promotions, including advertising, sales promotion, personal selling, and public relations, are crucial in marketing. Modern theory has shifted to 'communication,' but the goal remains sales promotion, differing only in orientation (product vs. consumer). This article outlines the 'Slow Three, Fast Four' principle for designing and executing effective regional market promotions.
陈永伍Key Points for Sales Personnel's Annual Work Planning
This article outlines the key points for sales personnel's annual work planning, covering target setting and decomposition, market layout, overall market strategy, budget, organizational structure, marketing mix, and execution and evaluation.
蒋军