How do FMCG dealers distribute goods effectively?

The first step: Insight into and analyze the needs of each link in the distribution channel. Different sales channel links have different needs. For example, dealers are closest to manufacturers, and dealers' needs are more reflected in being able to keep pace with the times and achieve faster improvement and development; while distributors, as the "middle" link between the past and the next, pay more attention to their own Actual interests and vested profits; as the end of the channel, terminal merchants are more concerned about whether there are risks in selling the product and whether making money is guaranteed; consumers require that the products they buy are of high quality and low price, and pay attention to the cost performance and actual value of the product. etc.

Step 2: According to the needs of each link in the sales channel, adopt different methods to meet them.

1. For dealers, the meaning of product distribution should be explained to them:

A. By actively distributing products, the product distribution rate can be improved and the sales volume of the product can be increased. Expand product gross profit.

B. By actively distributing goods, you can obtain all-round and multi-faceted market support from the manufacturer, such as: training support, operational skills support, policy support, etc., and you can "follow" the factory's operations Ideas are developed simultaneously.

C. By actively distributing goods, on the basis of improving products and brands, the visibility and reputation of dealers can be effectively improved, and their influence and status in the industry can be enhanced.

2. For distributors, it is necessary to explain to them the various "benefits" and benefits of actively promoting the product, such as: various forms of promotions and rebates from the manufacturer, which can allow them to obtain higher profits. Strict regional protection policies allow them to sell with confidence and so on.

3. For terminal merchants, in addition to conventional promotional methods, more psychological barriers to sales must be removed, such as: guaranteed returns and replacements for products, promotion of risk-free operations, profit guarantees, etc.

4. For consumers, it is necessary to achieve "zero-distance" contact with them through promotional activities, advertising and other means, such as free tastings, in-box prizes, etc., which can effectively make consumers Get close to the product, understand and perceive the product's cost-effectiveness, and accurately convey the message of "high quality and low price" to them.

The third step: Do business without talking about business, pay attention to the details of distribution. That is to say, when distributing goods, we must meet and tap the potential needs of each sales channel link, and we must also pay attention to the process and implement emotional marketing and relationship marketing.

1. Establish and improve the files of dealers at all levels, and regularly visit customers who distribute goods. Through methods such as soliciting opinions, solving customer problems, and "taking action when it's time to take action" at critical moments such as marriage and childbirth, we can shorten the distance with channel members and achieve the ultimate goal of "doing business without talking about business".

2. Transform from transaction marketing to relationship marketing. That is to say, abandon the simple transaction behavior of the past and change from "naked" monetary transactions to "one manufacturer" relationship marketing. For example, the implementation of a strategic joint sales body not only guides dealers on how to distribute goods better and more effectively, but also further decentralizes distribution management, that is, manufacturers or distributors must also assist distributors such as the second batch to distribute goods to downstream channels. , further diverting its products; assisting terminal merchants to achieve the final digestion of products and realize the use value of products by holding sales promotions, free tastings and other activities.

3. Standardize distribution management and strengthen service functions. In this era of speed and efficiency, effective distribution must pay attention to the standardization and orderliness of daily details. For example, goods must be distributed regularly, products must be delivered within a specified time, etc., to obtain support and support in all aspects of distribution. This requires:

A. Establish a distribution management system, clarify the distribution route, the person responsible for distribution, and the distribution standards and requirements. Formulate specific rewards and punishment rules for distribution and strictly implement them to achieve routine, standardization and institutionalization of distribution work.

B. Standardize product display standards, clarify product display requirements based on the principles of convenience and convenience, achieve maximum and vivid product display, and make products "flash" in the "first" line of sight. Come on stage."

C. Implement one-stop service for product distribution.

That is to say, based on the principle of whoever distributes the goods, who benefits; whoever distributes the goods, who is responsible, "one pole sticks to the end", requires the distributors to not only spread the products to distributors and terminal merchants, but also find ways to spread the products to "Consumers" realize full tracking and full service of distributed products.

Distributing goods can be said to be a "routine job" that fast moving consumer goods dealers do every day. For dealers and manufacturers, if a product wants to make the thrilling jump from commodity to currency, it must be distributed through channels.