Almost all manufacturers sell through distribution. As a matter of fact, if this is not the case for you, you probably should seriously consider doing so.
Let’s say, for example's sake, that you are selling to 100 end users of your product. With distribution, you could sell to 10 distributors that will then sell your products to 10 more end users. By doing so, you’ve simplified your supply chain management and cut down the cost of goods sold.
Brilliant, don’t you think? Absolutely. But if you think your part in the game ends at the selling your products to your distributors, think again. The burden on successfully selling your products to the end user doesn’t fall solely on the shoulders of your distributors. At the end of the day, if your distributors encounter difficulties selling your products, it won’t take long for them to drop them from their offerings and that would certainly do some damage to your business.
Think of this relationship as that of a parent and a child. To rear your child successfully, you must “enable” them and set them up for success. Same is true when it comes to the relationship of manufacturers and their respective distributors.
Having a strong, cohesive, and recognizable branding is a good launchpad for your product to succeed, but that’s not all your distributors will need in order to succeed. Here are a few ways you can set your distributors up for success and ensure a lasting and fruitful business relationship with them:
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