Selling thru Distributors: Using the Sales Channel to Drive Brand Value
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Presented on behalf of the Power Transmission Distributors Association (PTDA) to the American Gear Manufacturers Association (AGMA) at their Spring Marketing and Forecasting Conference, May 22, 2013, Chicago, IL.
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Selling thru Distributors: Using the Sales Channel to Drive Brand Value
- 1. Channeling the Power of Industry Selling through Distributors Using the Sales Channel to Drive Brand Value Thursday, May 30, 2013
- 2. Selling Through Distributors | Using the Sales Channel to Drive Brand Value “Our concern is that we, as a manufacturer supplier, are not as adept at meeting local needs as our distributors. We don't have the people who would be immediately responsive. We don't have local inventories. And it's not uncommon for someone to need a product or part in hours”. Bill Moore, vice president of sales development and channel management, SKF Service Division Purchasing Magazine, November 2006 Thursday, May 30, 2013
- 3. Selling Through Distributors | Using the Sales Channel to Drive Brand Value Evolution of the Distributor PRODUCTS FOR HOME AND FARM, HARD GOODS General Store c. 1800s GENERAL LINE INDUSTRIAL SUPPLIES Mill Supply c. 1890-1955 PRODUCT LINE LIMITED BY CATEGORY Specialist 1955-current Thursday, May 30, 2013
- 4. Thursday, May 30, 2013
- 5. Selling Through Distributors | Using the Sales Channel to Drive Brand Value Distributor Value to Manufacturers Intellectual Capital: knows and responds to the intricacies of regional markets Touches: multiplies sales activity – larger concentration in a smaller market Conversion: integrates associated products ‒ a package rather than a single component Consistency: manages differentials between production and demand to provide a reliable source of supply Thursday, May 30, 2013
- 6. Selling Through Distributors | Using the Sales Channel to Drive Brand Value Distributor Value to Users/OEMs 1⃣ Entry Credit Terms Logistics Inventory Application After-sale Support 2⃣ Service VMI Systems Kit-building Sub-assemblies Installation Repair 3⃣ Premier Education Plant Audits Process Improvement Life-cycle Management Thursday, May 30, 2013
- 7. Selling Through Distributors | Using the Sales Channel to Drive Brand Value How We Select an AGMA Partner Products that meet or exceed user expectation Functional Stability: finance, leadership, ethics and corporate citizenship Strategy-minded: defined, communicated, delivered and measured Collaborative sales planning and execution Selective distribution Thursday, May 30, 2013
- 8. Selling Through Distributors | Using the Sales Channel to Drive Brand Value Brand Value Through Distributors Plan Together: being part of the sales strategy improves buy-in and ownership Be Specific: identify industries, machines and processes that benefit from your innovation Write it Down: pale ink is better than the greatest retentive memory Define Success: begin with the end in mind; establish a commitment objective for every call Share Information every step of the way Thursday, May 30, 2013
- 9. Selling Through Distributors | Using the Sales Channel to Drive Brand Value Final Thoughts..... “By working with distributors, customers and manufacturers are improving their profits and achieving competitive advantage in the marketplace”. Tim Underhill, Underhill & Associates The Channel of Choice “Don't underestimate the value of a good distributor”. Bill Moore, vice president of sales development and channel management, SKF Service Division Purchasing Magazine, November 2006 Thursday, May 30, 2013
- 10. Thursday, May 30, 2013