Choosing a distributor should be looked at as forming a partnership—your business needs the distributor and the distributor needs your business. Both parties should consider the best interests of both parties. When looking for a distributor, word-of-mouth referrals from trusted sources are usually the best bets, but if no one can refer you, try the Yellow Pages. Motivating distributors to carry your line can be difficult if your product is entering into a market that’s already flooded with similar items. Executive sales coach Tony Parinello advises:
Go to the web sites of the top five suppliers of competitive products and services to find out who the local distributor is in your city and how to learn more about their program. You will want to compile a complete package of your product’s unique selling proposition, marketing plan and product support plan. Then contact the distributors you’ve found and ask the following questions: Are you in need of a new product to represent? What margins would you have to make on a product for it to earn your top-of-mind? What’s the best way for you to evaluate my products?
If you are in need of product for your company, there are several things to look for in a distributor. A good distributor will: ask questions about your business before they offer you any ideas; find exactly what you need, no matter how specific it is; possess fair prices; provide quality customer service and products; have concern for your business and its growth; be local.
