When sales representatives are introducing channel distribution sales, they need to use techniques such as regional penetration, basic communication skills, and handling objections in order to sell effectively. Below, we summarize five key sales techniques that are useful during channel distribution introductions.
1. Emphasize Market Demand
Many channel sales representatives focus on price and profit during the sales process while neglecting to seriously introduce the market demand for their products [First Entrepreneurship Network]. This often leads to new product launches where channel distributors show little enthusiasm for sales or are unwilling to stock more product models.
For example: "This product model is not the best; why should I purchase it?"
Answer: Not every brand or specification is the best among similar products, but each brand or specification we produce or launch can truly bring you growth in business and profits. The sales volume of the XX brand is quite large, with each specification catering to a certain consumer need. Remember this: You have many types of customers, some from large families, others who are single, or perhaps elderly, but you must strive to attract 100% of your customers. You should be confident in this: Every specification launched by XX has been verified and found to truly meet consumer needs, and is supported by strong advertising from XX. (After first introducing the product's compliance with market demand, then proceed to introduce the product and pricing content.)
2. Skillfully Use Sales Props
Channel distributors hear different merchants' introductions about products and markets every day, and various sales representatives exaggerate their own products to great lengths. To stand out among so many sellers, props can serve as lubricants for our sales [First Entrepreneurship Network]. In actual sales processes, we need to learn how to use newspapers, magazines, reviews, evaluations, etc., that present favorable aspects of our company to strengthen our sales arguments.
For example: "You just started doing digital products, the quality definitely won't pass."
Answer: Sir, have you read "The Entrepreneurial Heart Sutra" published by the Southern Daily Press? It contains an introduction to us XX, defining us as: "A national brand recognized in Europe." Can you imagine a company with a good international brand image producing non-standard digital products just to make a bit of money from you, thereby damaging its own brand image? Therefore, buying our products will absolutely give you peace of mind! (And at the same time, present a copy of "The Entrepreneurial Heart Sutra.")
3. Skillfully Compare Competitors
In Sun Tzu’s Art of War, it is introduced: “Know yourself and know your enemy, and you can fight a hundred battles without disaster.” Business is like war; to win in competition, one must have a full understanding of competitors. Many manufacturers and sales representatives only focus on studying the differences between their products and those of their competitors. However, in the channel sales process, channel distributors care more about how much money the product can earn. If sales representatives only emphasize the differences between their products and competitors', they often miss the critical point. So, if we don’t focus on comparing product competitors, how do we understand the phrase “skillfully use competitors for comparison”? Here, what we mean by using competitors for comparison is to compare the distributor's competitors with the distributor from the perspective of the distributor.
For example: "I'm not ready to restock this new product yet."
Answer: Boss, research shows: when consumers find that the product they want is out of stock, over 40% of them delay their purchase, and 60% go to other stores to buy it. Are you willing to lose your profits and let your competitors take them? I think every store is different, but you should be interested in knowing that the store across from you is selling this product, and this product has increased that store’s business by X%. (Can combine with point two sales props, showing data proving a merchant’s inventory).
4. Skillfully Use Survey Data
We often hear some sales representatives say in meetings: “Without investigation, there is no right to speak.” Surveys are not only the basis for our various market predictions and promotional planning decisions, but they can also serve as auxiliary tools for our sales.
For example: "I'll try one model of your product first, if it sells well, I'll stock other models."
Answer: Boss, our market survey results show: the sales ratio of three specifications are: X%, Y%, Z%. If you only stock one specification, you can only get X% of the business volume, but if you stock all three specifications, you will get 100% of the business volume. (Provide survey data as proof.)
5. Skillfully Seize Opportunities to Express Benefits
Announcing an activity in a formal setting versus a casual one gives people different impressions. Similarly, when expressing benefits to channel distributors, we must also seize the timing well. Skillfully seizing the moment to express our benefits not only leaves a deep impression on channel distributors but can also resolve challenges posed by them.
For example: "If you're supplying directly from the factory, why is the price so high? Your factory gives too little profit to us channel distributors."
Answer: Boss, our prices are already reasonable. While you are concerned about the price, you should pay more attention to other aspects. Since we are direct sales from the factory, you don't have to worry about counterfeit goods, which would result in losing money and damaging credibility. Our supply is stable, and regular visits ensure that you don't run out of stock, and during times of tight supply, we always prioritize satisfying our direct clients first. Our tight-demand products always satisfy your needs at stable prices. We frequently offer promotional support, and our sales personnel will help you manage shelves, post promotional posters, effectively enhancing your in-store image and increasing business opportunities. Our various promotional materials enhance the credibility of your store selling genuine products.
Spanish writer Cervantes once said: "Pre-awareness, pre-armed; adequate preparation is half the battle." When we begin channel sales, it is necessary to list specific potential problems and solutions. Sales representatives can reinforce memory through weekend meeting quizzes, allowing salespeople to remember these objections and handling methods, supplemented with training and application of other basic skills, which will greatly increase the success rate of sales representative visits.