<img src="https://d5nxst8fruw4z.cloudfront.net/atrk.gif?account=2LgIl1aQibl0vg" style="display:none" height="1" width="1" alt="">

The Ultimate Guide to Channel Marketing

Indirect Channel Marketing Strategy and Best Practices for manufacturers that will fuel a digital transformation of an indirect channel.

March 4, 2016 | 3 Min Read

Understanding How to Sell Through Distributors

Posted by Shawn Persons | Share
Understanding How to Sell Through Distributors

Selling through distributors can feel like a complex maze to navigate, but it doesn’t have to be. Using some key components you can make the most of this relationship. At the core, is understanding that your distributors are an extension of your business and not a separate entity. The more you connect with your distributor base and their role within your sales channel, the more you both stand to profit. Following are some essential keys to understanding how to sell through distributors and develop a strong, effective network.

Offer Real Value.

Whether you are developing a new distributor relationship or enhancing a partnership held for years, one vital key is the value you provide as the manufacturer. Besides the obvious profit level available, your distributors are looking to you for a complete package including sales and marketing support. Do you assist in drawing in the final customer? Is your marketing scalable for your distributors to easily use and share? Does your sales material offer real information that informs and provides solutions that your distributors can offer to your final customers? Having a solid inbound marketing plan offers valuable support for your distributors.


Be a Team Player.

Even though you, as manufacturer, and your distributor have different roles within the sales channel, you are still on the same team, with the same end customer. How well do you know your distributors and their respective businesses? Get to know them, the size of their business and the unique challenges they face. Understand the characteristics and personas of the end customer so that you are all sharing the same information and offering the right solutions. Ensure that ongoing support and service are always available and that your distributor is not working alone.


Create Opportunity for Growth.

Your products are just as important to their success as well as your own. Conduct regular and ongoing sales training and communicate new product introductions and enhancements well in advance. Clearly define goals, how they will be measured and the advantages of surpassing expectations. By having a layered sales and marketing strategy, your distributors will have an arsenal of materials at their disposal to attract, convert, close and delight your shared customers.


The common thread in understanding how to effectively sell through your distributors is partnership. By offering real value in an effective sales and inbound marketing program you can gain momentum as a cohesive team, poised for future growth. Need more? Click here to get the facts on how inbound marketing works for manufacturers.




Topics: Distributor Marketing

Related Posts

Distributor Marketing

Why Demand Generation Fails in Indirect Distribution Channels (And How to Prevent It)

Demand generation: it’s how you drum up interest in your products. Separate from lead generation, this strategy is intended to build awareness and dem...

Read More
Distributor Marketing

Marketing Automation Basics for B2B Manufacturers

Marketing automation is using technology that manages your marketing processes, including multifunctional campaigns and multiple channels, in an autom...

Read More
Distributor Marketing

Partner Relationship Management for B2B Manufacturers

To keep business afloat, you need to make sure your dealers and distributor partners are satisfied with your services. One of the easiest ways to main...

Read More
Distributor Marketing

How to Battle Partner Churn and Achieve Sales Success

If you’ve lost a channel partner, you know partner churn is like the mean, older sibling of customer churn. Whether they left on their own, or you had...

Read More
Distributor Marketing

5 Ways to Enhance Your Partner Marketing Program

Marketing in an indirect sales channel is no easy feat. The channel manager has little visibility to their end users, and they have to rely in part on...

Read More
Distributor Marketing

What is a PRM?

PRM or Partner Relationship Management is any combination of strategies, methodologies, software, or web applications that businesses using a distribu...

Read More
Distributor Marketing

5 Steps for Launching Your First Channel Marketing Campaign

As we’ve mentioned, marketing within a channel of Value Added Resellers (VARS) can pose some challenges because of the sheer dynamic of the multi-step...

Read More
Distributor Marketing

How Manufacturers Can Help Drive More Channel Sales

As a manufacturer that sells exclusively or primarily through a channel network, it can often be challenging trying to drive new sales when you aren’t...

Read More
Distributor Marketing

6 Tips for Marketing Through a Channel of Distributors

The terms, “channel selling” or, “selling through a distribution channel” are essentially the same thing. It means the distributor doesn't sell a prod...

Read More
Distributor Marketing

The 6 Biggest Pain Points for Facility Managers

If you sell a product or service to facility or operational managers, you need to learn about what problems keep them up at night. What is it they car...

Read More