1. Does hard selling to distributors
work in a competitive scenario?
Intense competition calls for hard selling to ensure products are sold to sustain the
market position.
In a scenario where the product is not a market favorite, its important to push the
distributors to make sure he puts in the extra effort needed to sell the same.
Distributors possess the right to manipulate the selling of products to meet the
target.
However, the same should be done within limits to ensure that the distributor is not
turned away.

2. Other measures that can be taken to
push sales
• Promotion in the retail store to increase product visibility.
Increase visibility • Shelf selection and product placement appropriately to
ensure it interacts with the consumer.
Retailer – • Representatives should be in contact with the retailers on
company a timely basis to optimize this mode of delivery.
• They can be incentivized and motivated.
relationship
Distributor • To raise distributor margins substantially seems to be an
attempt to reassert its leadership across it portfolio of
margins brands .

3. Examples
• HUL has increased distributor commission in the soaps and
detergent category by around 1.5 from its current 5 per
cent. They offer more discounts and freebies to customers
through Kirana outlets.
• Perfect Stores’ programme, which focuses on better
availability and visibility of all our key brands in retail
stores. HUL has delivered a robust business
performance, which has been consistent and competitive
through the year and at the same time made good progress
on our sustainability agenda. The growth momentum has
set out as a leader in the sector. The sales force to drive
better execution and higher throughputs in stores.