Many companies access end consumers in their niche markets through their Distributors, Representatives, Franchisees or Independent Sellers.
In this way, they manage to generate sales with their products and services in an indirect way with the real consumers or users of them, respectively.
Although this sales strategy is very convenient for the company since it has meant penetrating, growing and positioning itself in their respective markets, they also face certain dilemmas that they will have to solve when they want to generate increases in the quantity and quality of their sales.
The most recurring dilemmas can be described below:
• How to ensure that each of them is selling in the quantity and quality that I potentially think they should sell?
• How to influence the minds of end consumers when the link is fundamentally through them?
• How can up sells be implemented in each operation without having direct contact with consumers?
• How can I maintain the quality and image of my products, services and brands with my end consumers?
• How to implement effective ideas and methods that improve quantity and quality in your sales management?
• How can I check the level of satisfaction of my final consumers regarding the products and services that our distributors provide them?
• How can I establish the improvements that my products or services need in response to what my final consumers think?
• How can I effectively implement these aspects and others that will surely arise in my current sales strategy?
The benefit of generating sales to final consumers through its distributors offers a relatively low and predictable cost, and when you want to improve the strategy in some of the dilemmas described, the communication breakdown that the company has with them without harming the relationship with the distributors.
Among the possibilities that most companies tend to apply is the selection and training of sellers who correctly advise and sell to such distributors.
This important aspect is what demanding companies tend to do efficiently, ensuring that their salespeople obtain permanent new distributors, advise them and effectively and timely assist all their requirements.
However, this does not respond to the dilemmas that we discussed previously and they fail to generate more sales beyond the ceiling that is generated under this commercial strategy.
Towards the solution of these dilemmas
The main criterion to keep in mind in this strategy of sales through distributors, is to accept that there are no miracle recipes, and even less canned solutions.
We know that each company, its products or services, its brands and its management modality are unique, so it will not be effective to copy and apply “canned” experiences even though they may have been successful for other similar companies.
This leads us to look for a unique solution that consists of developing a Special Program "to your measure" so that the most effective result potentially possible is generated.
This Special Program requires a careful analysis of the current situation of the distribution, establishing the strengths and weaknesses it possesses in order to develop the best options using the effective resources that currently exist and prepare the Action Plan that allows its effective and timely implementation.
According to the problems that each company has, it may choose one or more of the following action methodologies:
• Video containing "The ideal interview in the sale and advice on the products and services they should sell". It is the most effective audiovisual solution because it describes and demonstrates the best way to make and achieve sales with your products or services through rapid learning and implementation.
• Sales Seminars for Distributors, both in person and remotely and / or through DVD, or the combination of two or all of these actions.
• Sales Training KITS, providing them with videos, a folder with valuable information, a bibliography and training for the self-learning of the vendors of the distributors.
• Other alternatives, depending on each case.
For more information: Hellerconsulting.com
Conclusions
The most common effect sellers face from companies that sell to distributors is seen when they reach and settle on a plateau from which it is difficult for them to increase their sales results.
The most common risk arises when trying to sell more to current distributors than they can actually sell. This is how financially problematic situations are reached that can even harm the valuable company-distributor link.
Although seller training is key to producing an increase in its portfolio of new and qualified distributors and timely and permanent attention, if you want to further increase monthly sales results, it is necessary to complement the strengthening of distributors.
The more the distributors sell, the more the company's sellers will sell and the investment made in this action to strengthen the distributors will be widely recovered through the greater and better results they will obtain in the short, medium and long term.
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