Both are distributors, representing the same products—so why is everyone else’s sales volume ten times yours?
发布时间：2022年03月14日 15:17
A successful distributor and an ordinary distributor differ not only by a sales gap of more than 10%, but even more so in their marketing mindset.
Many distributors may not have a deep understanding of this aspect. Simply put, it’s all about “marketing and making money.” To sum it up in one sentence: Use the resources at your disposal to meet others’ needs and thereby reap your own rewards. Every day, distributors’ work reflects their application of marketing thinking—leveraging resources from various areas, including available assets, capital, distribution channels, manufacturer products, logistics, finance, and more. They must satisfy the manufacturer’s sales targets, ensure profitability for retailers and distribution channels, and meet the income needs of their employees. Only then can they ultimately achieve their own goals—and that means making money.
So just how big is the difference in marketing thinking? You can see it clearly from the experience of a distributor.
This is a true story about a distributor from Wenzhou. When he first started out, he ran a lubricant oil store—a small-scale operation with limited startup capital. While retailing lubricants was manageable, the pace at which he could turn a profit was definitely slower than that of a distributor. He aspired to become a distributor himself, but the requirements set by major brands were quite high: “The company must be this size or larger,” “It must have this many employees,” “It must own this many vehicles”... For someone just starting out, all these figures seemed astronomical—completely unattainable. He often visited the offices of major brand companies, but his efforts yielded little result. However, he noticed that these brands ultimately judged their distributors based on sales performance—and in his region, product sales weren’t particularly strong. So, through another distributor, he managed to secure a contract with the brand and obtain supplies. Within less than a year, this distributor had significantly boosted sales in his region, doubling his turnover. Under these circumstances, it was easy for him to become the official regional distributor for the product line.
This is precisely where marketing thinking comes into play—and also where dealerships often fall short. The process goes like this: first, set a goal (become a product distributor and earn money faster); then, identify the need (the demand from major brands for higher sales volumes); next, address that need (double sales volume); and finally, achieve the goal (become a distributor of the product). Although the entire process may seem deceptively simple on paper, actually putting it into practice can leave one feeling utterly confused and uncertain.
In fact, changing your marketing mindset can be very simple.
Step 1: Break away from the conventional habit of looking at products and learn to think about the groups behind them.
When selecting a product, you need to consider who the consumers behind the product are—men, women, adults, or children. You also need to think about what kind of market this product is targeting: high-end or low-end. Furthermore, you should identify which specific aspect of the product will be its main selling point. Simply put, you need to understand exactly who your customers are, what problems they’re trying to solve, and what kind of image you want to create for them.
Step 2: Look at the big picture more professionally.
After identifying the target audience, we need to consider comprehensively: What kind of product do our target consumers really need? What’s their acceptable price range? Which promotional approach will yield the best results? In which channels is this consumer segment most concentrated? And so on—numerous such questions. Taking as our starting point the goal of securing a dominant position in consumers’ minds, we’ll develop the company’s overall marketing strategy from every angle—product, pricing, promotion, and distribution channels.
Step 3: Customer Relationship Management
This is what distributors refer to as “customer relationships.” By maintaining continuous communication with customers, we can transform consumers from mere buyers into long-term clients. The ultimate goal is to genuinely make our customers happy and eager to share our products with more people. The gap in marketing mindset doesn't develop overnight—it's the result of years of accumulated habits. Similarly, if you want to change your own thinking patterns, you’ll need to start making small adjustments in every aspect of your daily life. As long as you put a little more care and thought into your actions, you’ll surely see improvement—and sales will naturally break through to new heights.
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