Summary of the Key Points
This article focuses on the phenomenon of frontline fast-moving consumer goods (FMCG) sales representatives being stigmatized. Recently, video accounts have shown store owners complaining that these representatives are merely “window shoppers” who take photos without solving any problems and even threaten to charge for the photos. However, the author, a 20-year veteran in the FMCG industry, clarifies that most of these complaints are designed to generate traffic. In reality, sales representatives take photos to help store owners secure necessary fees (such as display fees and electricity subsidies) and can also address practical issues that e-commerce platforms cannot solve, such as product exchanges and inventory organization. The overall decline in FMCG sales is due to trends like increased health awareness and competition from rival brands, and sales representatives should not be held responsible for this.
Why Do Store Owners Complain About Sales Representatives Being “Window Shoppers”?
On the surface, it seems that sales representatives just take a few photos and leave, but there are two underlying reasons:
1. The “formalism” of evaluation systems: Companies require sales representatives to photograph displays, inventory, and store conditions as part of their performance evaluations. Some representatives, in order to meet these requirements, quickly take photos without addressing the store owners’ actual problems (such as excess inventory or competition for shelf space), making the store owners feel that their presence is ineffective.
2. The amplification effect of traffic-driven businesses: Video accounts need content that attracts viewers, so store owners exaggerate minor issues like “window shopping” and even invent stories about charging for photos to increase followers. The author emphasizes that genuine store owners would not behave this way; they would be worried if no sales representatives came at all.
Sales Representatives Take Photos for a Reason: as Evidence to Help You Get Paid
Many people think that taking photos is just a way for companies to make things difficult for sales representatives, but in fact, it serves the store owners’ interests. For example, if a store owner agrees with a manufacturer to display drinks in a prominent location in exchange for a monthly fee of 200 yuan, the photos taken by the sales representative serve as proof. Without these photos, the store owner will not receive the payment.
Another example is product exchanges: Sales representatives help replace expired or near-expiry products, and they need to document this with photos so that the company recognizes the exchange.
The Value of Sales Representatives That E-commerce Cannot Replace
Although e-commerce products are often cheaper, why do store owners still purchase from wholesalers? Because sales representatives provide services that e-commerce does not:
1. Freedom to Exchange Products: With e-commerce, you can only accept expired or less popular products, but sales representatives can exchange them for fresh ones, reducing the store owner’s losses.
2. Inventory Organization: FMCG products rely on impulse purchases, and well-organized displays attract customers. Sales representatives are much more professional at arranging products and posting posters than the store owners themselves.
3. Freshness Assurance: E-commerce often ships near-expiry products, but sales representatives ensure that older products are sold first to maintain product freshness. For instance, Kangshifu performs better than BaiXiang because their representatives regularly visit stores and have strong execution capabilities.娃哈哈 was once popular but lost momentum due to insufficient sales representative visits.
The Decline in FMCG Sales Is Not the Fault of Sales Representatives
Many blame sales representatives for the overall decline in FMCG sales this year, but they cannot overcome broader trends:
1. Changing consumer preferences: People now prefer sugar-free tea and freshly made milk tea, leading to a decline in carbonated beverage sales (even though Coca-Cola’s sales representatives visit the most stores in the industry).
2. Rival Brand Competition: Competitors offer attractive offers (e.g., Dongpeng Special Drink’s “One Yuan Enjoyment” promo, or Nongfu Mountain Spring filling ice cream cabinets), and sales representatives cannot restrict store owners from selling their products exclusively.
3. Company Policies: If a product is uncompetitive or priced poorly, no amount of effort by the sales representatives will make a difference.
Are Today’s Sales Representatives Really Just “Muddling Through”?
In the past, some sales representatives might have been lazy, but nowadays they are highly motivated:
- Heavy Workload: Most representatives visit 20–25 stores per day, and those in rural areas may cover over 160 stores, often working overtime to meet targets.
- Multiple Roles: They perform various tasks such as inventory management, delivery, data entry, and visual branding, with photography being just one of their responsibilities.
- Low Salaries: Many representatives earn around three to four thousand yuan per month and do not receive full performance bonuses, yet they are blamed for the decline in sales and even stigmatized.
The author argues that the remaining sales representatives are highly motivated and dedicated individuals who should not be criticized. They just want to do their jobs well.
In Conclusion
Sales representatives are not “window shoppers”; they are the vital link between companies and their stores. Without them, store owners cannot secure necessary fees, exchange products, or sell products effectively. The blame for the overall decline in FMCG sales should not fall on frontline representatives.