Practical tips for FMCG salesmen to use dealers to distribute goods!

What should a FMCG salesperson do when he cannot sell new products? Three distribution skills teach you how to activate the power of dealers.

Terminal distribution technique 1: Sit in the dealer’s car to distribute goods

Can’t sell new products? What should manufacturers do if they don’t have enough manpower? Then first complete the "ice-breaking model", "profit story model", "item analysis model", "terminal sales combination model" and other methods mentioned earlier, and do your best to achieve it. Still can’t lay the ground? Here is a stupid way for you, let the manufacturer's salesperson sit on the dealer's delivery truck to distribute the goods. The dealers are courteous, but not professional. Moreover, they carry many products in their vehicles and may not focus on promoting your new products. The manufacturer is running out of money to sell goods by himself. He gets into the dealer's car, talks sweetly and has quick hands, buys a pack of cigarettes in the morning, treats him to a meal at noon, and then sets an example by setting a good example by himself, starting up the dealer's driver and driving him. If we take advantage of the customer sentiment, we will definitely be able to open many more homes.

By the way, I recommend a practical sales book "I'll Tell You Everything". The protagonist Lan Xiaoyu, a grassroots man, had a painful entrepreneurial experience with a debt of 1.5 million, but he worked hard and skillfully, not only He paid off his debts within three years, and his personal career has been on a spiral trajectory. He once controlled four major departments in a domestic food giant and had more than 100 million in advertising fees. Therefore, he was dubbed by CCTV as "one of the 100 most sensitive men in the industry." .

This book can be read in the morning and used in the afternoon. It does not talk about family background, education, connections, luck or deceit at all. It only publishes easy-to-use thinking patterns and practical methods, and only tells the story of sharp opinions. Bloody, fist-to-fist, and arrow-to-target real business fighting skills. It is said that the author often answers various sales and entrepreneurship questions online in order to give back to readers. This is one of the groups 337616507. Verification: Windmill. If there is no verification, it will not be given. If you have the opportunity, Mr. Yu will answer it personally. If you have any questions, hurry up Got it!

Terminal Distribution Tip 2: Modify the daily assessment of dealer personnel

Dealer bosses are not actually selling goods. Most of them have "stopped taking the stage" - in The boss at home listens to reports from his subordinates on everything, and finds a so-called trader to become the shopkeeper himself. The real sellers are the salesmen under the dealer. Go and follow the dealer's car to deliver goods, and you will understand why new products cannot be sold. Most dealers are car sales call terminals, and the driver business is two-in-one. These people are not selling goods at all, they are delivering goods. They only open old stores, not new ones, and only sell old products, not new products - they get commissions anyway, so it is definitely much harder to open new stores and sell new products than it is to go to old stores and sell old products.

Modify the dealer's personnel assessment: Employees will always do what you assess and never do what you expect. If you want dealers to sell new products well, you must work hard on assessment.

Positive incentives: increase the commission for new product distribution and reduce the commission for old products. The commission for a single box of new products is 2 yuan/box, and the commission for old products is 1 yuan/box (most of the dealer’s salesmen are jealous of the money, but when they go out to try it out, they find that the new products are not easy to sell, and the 2 yuan is not easy to earn, forget it) Just sell old products, so positive incentives alone are not enough, you must combine them with negative incentives).

Negative incentives: Each salesperson of a new product has a fixed task to sell at least 200 boxes a month. If he fails to complete the basic task of this new product, the commission for the old product will be deducted.

Schedule management: For example, during the new product distribution period, each vehicle must sell new products at at least three outlets a day. If there are more than three outlets, a reward of 5 yuan per outlet will be given that night, and if there are less than three outlets, a 5 yuan per outlet will be fined that evening. We make a new product distribution dragon and mouse list every week. The first place will be rewarded with 50 yuan, and the last place will be punished with 50 yuan.

Process management: For example, during the distribution period of new products, each new product distribution outlet must unpack and put them on the shelves, which requires the "121" standard: one single product, two layouts, and one poster. If the inspection fails, the reward for new product distribution at the outlet will be withdrawn.

Terminal Distribution Tip 3: Dealer Staff New Product Distribution Project Rewards

Can’t sell new products? It is easy to get into the dealer's car to distribute goods, but it is difficult to intervene in the daily assessment of the dealer's personnel.

Why does the dealer let you do this? This requires you to help him make small improvements in personnel assessment and personnel management again and again, so that he can taste the benefits again and again. Finally, he said: "Brother, I think you are quite good at this. Why don't you do it for me?" "When you can fully intervene in the evaluation of dealer personnel, you can truly control the dealer." In contrast, it is easier to provide short-term new product distribution incentive projects to dealer personnel.

Manufacturer salesperson: "Hello boss, Mr. Li was very dissatisfied when he came to see the market today. He said that my new product sales were too poor. He gave me an ultimatum. This month, the sales volume of new products will be 600 boxes. Next time, I will sell 600 boxes of new products. If he sells less than 1,200 boxes per month, he will kill me. I asked him to sit down with you for a meal at noon, but he left with a grim look on his face without even eating."

Dealer Boss Zhang: "Meal. I haven’t eaten it yet! Oh, let me buy some new products for you. However, all the new products were sold out last month, and it’s really hard to sell these newly launched products.”

Manufacturer salesman. : "Brother Zhang, in the end it's my business whether you put the goods in the warehouse or not. Besides, Mr. Li said he would check my new product distribution rate next month! In fact, it's not that the new products can't be sold. Not all the goods in this store have been put on display. I did some statistics. Not counting the urban-rural fringe area, there are still more than 300 stores in the urban area that have not been put in. You see, this is a list of new product blank stores. ”

Dealer Boss Zhang: "Ah, there are still more than 300 that have not been paved yet? Damn it, these bastards (referring to his drivers and business) said they have all paved, I will scold them at a meeting tomorrow."

Manufacturer salesperson: "Don't curse me. If you curse me, I won't be able to do this job anymore. Let's do this. Let's hold an event together next month. I'll take the 300 undistributed ones." I’ll give you the list of stores. Next month, my people and your people will rush to these 300 stores. We will pay for rewards. If you open a store, you will get a cash reward of 5 yuan. You will submit the list that night and I will accept it the next day. The rewards will be given out in the morning. Can you keep 2 yuan and give 3 yuan to the brothers?”

Dealer Zhang: “I’m kidding, why do I need your 2 yuan to sell new products?” Do you want me to increase my outlets and profits? You underestimate me, let’s do this. I’ll get another 3 yuan from each store. Next month, I’ll give you 8 yuan for each store to sell new products. If you contribute 5 yuan, I’ll contribute 3 yuan. "Yuan, how about it?"

Manufacturer salesperson: "That's great. You're still kind. That's it. I'll hold a meeting with your brothers this afternoon."

Just imagine, let’s hold a meeting with the dealer’s drivers, show them the list of stores that have not yet distributed new products, and tell them that next month everyone will show their skills and go to the store to sell the products. Each store will be rewarded 8 yuan, and the accounts will be settled that day. Cash the money in two days. Do you think these drivers are motivated? If they are all activated, will the distribution speed be accelerated? When these people are in a hurry, they can shamelessly use customers to sell goods, sell on credit, use liquor, beer and instant noodles, promote each other through product lines, etc. If we really start selling new products, dealers must be better than manufacturers.

Finally, I recommend this practical sales book "I'll Tell You Everything". The protagonist Lan Xiaoyu, a grassroots man, had a painful entrepreneurial experience with a debt of 1.5 million, but he worked hard and skillfully, and not only three The debt was paid off within the year, and his personal career has been on a spiral trajectory. He once controlled four major departments in a domestic food giant and had more than 100 million in advertising fees. Therefore, he was jokingly called "one of the 100 most sensitive men in the industry" by CCTV.

This book can be read in the morning and used in the afternoon. It does not talk about family background, education, connections, luck or deceit at all. It only publishes easy-to-use thinking patterns and practical methods, and only tells the story of sharp opinions. Bloody, fist-to-fist, and arrow-to-target real business fighting skills. It is said that the author often answers various sales and entrepreneurship questions online in order to give back to readers. This is one of the groups 337616507. Verification: Windmill. If there is no verification, it will not be given. If you have the opportunity, Mr. Yu will answer it personally. If you have any questions, hurry up Got it!