Your dealers and distributors are one of the most valuable sales and marketing resources you have. They are on the front line of customer interaction and can absolutely make or break a new initiative or product line. Having a dealer/distributor network that is jazzed about your products and enthusiastically recommends them to customers is a huge competitive advantage.
But if left unchecked, it can get out of hand.
A dealer’s main motivation is closing the deal and moving product. And if that means sacrificing your brand and positioning to do it, it will happen. And that’s a recipe for long-term disaster. Keep your dealers on message and operating within appropriate boundaries not only by providing them with marketing and sales tools, but by incentivizing them to use them (and punishing them when they don’t.) Because if left to their own devices, they’re bound to come up with something that misses the mark.
Trilix is a full-service advertising agency headquartered in the Midwest with expertise in helping manufacturers market effectively and drive sales success. Learn more at www.trilixgroup.com or email Todd Senne at tsenne@trilixgroup.com.