Building Brand Awareness in 2025
Increasing brand awareness is a top goal for B2B companies in 2025. But what is a brand? And how can you evolve it to meet your changing company...
3 min read
Michele Nichols Mon, Jan 19, 2015
What's your channel strategy for international sales? Does it involve one-size-fits-all rep training and investment, even though the 80/20 rule would suggest that 80% of your revenue comes from 20% of your distributors? If so, you’ll want to re-evaluate your approach.
Many advanced manufacturers and technology companies use distributor or rep channels for overseas markets. For high touch, high tech sales, these channels often make sense. A distributor channel strategy offers:
However, selling through distributors also presents inherent challenges in:
When working with channel partners, not only do you want to get your product in front of customers, but you also want to ensure a cohesive message and buying experience. Here are seven tips for improving the effectiveness of these distributor relationships.
If you're just beginning to introduce distributor sales channels, consider these 5 sources for deciding the right fit:
Whether you've successfully negotiated with a new distributor or are working to improve sales with an existing rep, communication is vital. These questions can help you make sure that you are on track and meeting the needs of your distributor and customers:
Share of mind equals share of wallet. If you communicate regularly, sharing information that's highly relevant, convenient (right format, right timing), and useful to your distributor’s customers, your product line will receive more attention and sales.
Great distributors want to build your brand and theirs. Ask what content would be best received by their customer, and provide the digital files necessary to co-brand and produce locally.
Recent examples of distributor requests include:
A quarterly email newsletter can help keep distributors and their employees up to speed on product changes, new product launches, technology applications, and customer needs.
Because buyers do the majority of their research about your company online, maintaining an up-to-date website and clear follow-up process for all customers is key. A few tips:
The most common request we hear from distributors is for faster answers to their questions. They tell us that they’d sell more if they were able to give customers more definitive recommendations, specs, and delivery dates. Whether you choose to staff per time zone or expand the hours of your U.S. sales and customer service, speed wins.
You won’t know if you’re distributor investment is paying off unless you have some way to measure success. Here are a few qualitative and quantitative methods we suggest.
Start creating your communication plan for your next launch with our Product Launch Plan & Communication Guide.
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