Have you recently signed up a new distributor (or several)? Or do you have an established network of distributors that are not delivering the expected results?
I have experienced both situations and spent countless hours researching and studying the alignment of Sales and Marketing, talking to, and working with distributors to determine how best to support them. Below are some of the best practices that work for me.
They are outlined in Marketing, Promotions, Time, Credit, and Financial, and a bonus section on the value distributors can add to your organization if you work well with them.
MARKETING FOR DISTRIBUTORS
Flyers – simple one-pagers distributors can attach to emails when announcing your products and services. These typically serve as the first introduction to your products or services.
Brochures – multi-page pieces that give a little more information but are visual and easy for potential customers to understand your offering and why they need it. These are commonly given to customers who express interest in your product.
Catalogs – if you have print materials, it’s essential to have a PDF catalog customers can flip through to see what you offer. It is also helpful for the distributor’s sales reps to have a printed copy to bring to school visits and conferences.
Presentations – brand and product-specific presentations enable distributors to present your product as you present it. They help reps going to schools to represent your product/brand as you intend and help take the onus off of you for initial introductions of more complicated products/services that require you to offer school demos online.
Support – not only do distributors need marketing pieces, but they might also request unique pieces or marketing copy they can use for special projects. It is an excellent practice to have a single point person for a distributor to liaise with within your company who can handle or field their requests. This will enable the person to become familiar with their needs, and the distributor will be comfortable working with them.
Samples – Do you have printed books or an educational app or program? Either way, distributors need samples.
Most distributors can work with PDF samples at first and for a smaller-scale distribution effort but might need printed materials if you have them once they get going so they have something to bring to show teachers. Providing a reasonable quantity of samples to promote your program is wise.
Demo access – If you have an app or program, they need demo access for their sales reps.
Whether you have a print or digital product, distributors will benefit from Flyers, Brochures, Catalogs, Presentations, and Marketing Support.
PROMOTIONS WHEN DISTRIBUTING
Pilots – When you first bring a new product to market, it is essential to get teacher feedback. School pilots are a great way to get feedback and potentially generate leads for your product or service.
Determine shipping details and the number of printed materials per pilot. Ensure the distributor collects materials afterward for future use.
Set up demo accounts or provide admin access. Use a CSV template for schools or distributors to capture necessary setup information.
Ensure teachers incorporate your materials for honest feedback and sales leads, avoiding wasted time and resources. Your distributor is the best point of contact to manage these pilots and ensure they are effective.
Sales – Do you offer special pricing or offers in your primary market? It can motivate your distributor(s) to spend extra time promoting your product(s) if they can offer a time-limited sale.
Sales Rep Giveaways – In some countries and at some larger distribution companies, salespersons are salaried and NOT commissioned on sales. If a distributor does not commission their salespersons, you can run contests for the most sales in a quarter or for whoever reaches a specific sales goal. This can motivate the salespersons to close sales for you.
TIME
Training – Do you have an educational consultant who trains your sales reps? I recommend coordinating a webinar training on your product(s) for your distributor’s sales team. Organize beforehand and encourage the distributor to invite their entire sales team. If language is a barrier, you can easily hire an interpreter for minimal cost. Training their trainer works, but face time with their sales team is better. Use an interpreter or a bilingual team member.
Regular Meetings – Pre-schedule meetings with the distributor at regular intervals to stay top of mind and ensure you are getting timely feedback and able to respond to their needs on time. I suggest monthly meetings to start.
FINANCE
Discounts – I’ve seen discounts range from 20-70% depending on the product, size of opportunity, market it is selling into, and time of year. Typical discounts in education hover around 40-50%.
I will post an additional blog on determining discounts and when to offer a deeper discount.
Credit Terms – Many distributors depend on credit when selling to schools since they usually get paid after the materials have been delivered and/or implemented. Distributors give anywhere from 30-90+ days of credit to schools.
Distributors will usually ask for 120 days of credit. This might seem unreasonable for a new distributor with no track record with your company. You can require the first 1-2 orders to be prepaid and/or ask for and call their references to ensure they pay in a timely manner.
TO FINISH
Distributors can grow your business exponentially in key markets or sit on your product and let it collect dust. The best chance you have of the former is to manage the distributor, which is best done from the viewpoint of supporting them. I treat distributors like members of the sales team because they are. They invest time in your product and represent your company. Communicate often to learn about market trends and opportunities.
At the end of the day, distributors are people, and most people welcome non-micromanaging support, and all salespeople want to make money! How will you support your distributors to make you and their money?
Are you looking for distributors? Evers Global has a vast network of digital, print, and blended learning distributors across the globe. Most have MOE individual school contacts, and some have consumer channels.
Book a call on my Agenda to discuss how I can connect you to qualified distributors!
