Manufacturers, Are You Getting Your Distributor's Full Attention?

Your distribution channel works with many manufacturers and, naturally, prefers some to others. Manufacturers who don't catch their eye with tangible benefits are easily forgotten. You can't change this basic sales channel principle, but there are ways to make your organization more relevant to distributors.

Being out of mind is not a winning strategy. The most important thing you can do to distinguish yourself from competing manufacturers is create a set of brand values and goals that align with your distribution goals. These values should be clear so that your distributors can identify with them. Actively promote a culture of channel partner engagement so there is a symbiotic interest in each other's organizational success. Barring fundamental issues with product mix, quality, service or pricing, a reward program that communicates, measures and recognizes exemplary performance could be the best way to gain mind share.

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