When it comes to your distribution network, your “front lines”, are you doing enough to aid success?

It’s surprising to see how many manufacturers take a laissez-faire approach to managing their front lines when it’s the success at the retail level that drives corporate profits. At the end of the day, your distribution network’s ability to champion your brand and sell your product has the biggest impact on your bottom line. It’s important to be involved.

While your dealers/retailers may know how to do business in their local market and may be experts at selling to their customers, are they doing all they can to strengthen your brand equity and build profits? If you put yourself in the driver’s seat and work to equip your front lines with the tools they need to succeed, you will both see returns.

5 ways to facilitate retail success:

1. Provide insightful and effective training

Develop programs that focus on both product training and sales training. Teach your distributors what you want them to know about the product and how to sell your product.

2. Develop and install an infrastructure that supports your distributors

Streamline your operations and technology to provide the greatest benefit to distributors.This includes warranty programs, ordering systems, parts supply, marketing resources, etc.Often times, little tweaks make a world of difference.

3. Help your retailers move aged inventory

Through specialized manufacturer driven sales events, rebates, and incentives, show your commitment to your retailers’ success and financial stability. Demonstrate your dedication to your product lines, your distribution network and the overall state of your brand.Take notice when your retailers are struggling to move inventory and offer them solutions.

4. Provide marketing support

Give retailers the materials they need to communicate your brand message.Targeted point-of-sale materials, Internet landing pages, Adwords and direct marketing materials get more usage when sent from the top office.Mediums that retailers might not explore on their own have valuable potential – tap into these channels.

5. Actively seek your retailer’s viewpoints in all new product development

Your retailers know what will sell in their markets.They are closer to the customer, and understand their desires and needs. Consult your distribution network to develop “buy-in”, gather valuable insights, and to set the stage for new product launches. Seeking these opinions will help develop the strength of your product lines.

NEWS HOME | NEXT ARTICLE