Three Strategies to Help Building Product Manufacturers Improve Distribution Channel Sales
Building product manufacturers focus a lot of attention on the architect, designer, builder and owner, and rightly so. But, when it comes to sales, the distribution channel can make or break a product’s success. Distributors talk directly with customers and sell them on your brand and products. In turn, they can provide valuable product information back to manufacturers.
Here are things manufacturers can learn by directly engaging dealers and distributors:
- How trends are impacting product choice
- How products stack up to the competition
- How the brand or product is viewed in a specific market
- What’s working and not working with products
- When it’s time to increase or decrease production
- Which design features resonate and which fall short
For many of our clients, the distribution channel serves as an important resource when developing new products or enhancing existing ones. Dealers and distributors can provide valuable input into color, texture, sizing and formats, features, installation and competitive differentiation.
To get the most value from your distributors, we’ve put together some key strategies that can enhance the relationship and ultimately impact sales.
Ask for feedback
Make it a part of your sales and marketing strategy to get regular feedback from the distribution channel. Ask them candidly how your products and services compare and how you can improve them.
Make the relationship a priority
Never underestimate the value of a good relationship. Spend time with your distributors and ask them how you can help them achieve their business goals. Your marketing should be tailored to the distribution channel in the same way that it should be tailored to architects and building owners. Distributors who feel valued and appreciated are more likely to go from filling orders to making product recommendations on your behalf.
Educate and Communicate
In-depth product knowledge and technical training can boost a distributor’s confidence in a product and create affinity for it. It’s much easier to sell products if you know a lot about them. Product information and training can make a big difference in how distributors promote your products. Invite them to tour your manufacturing facility or making them a part of your company-wide events. As a rule, you’ll want to communicate with them directly and train them the same way you do your company sales force.
When it comes to distributors and dealers, a little appreciation can mean the difference between persuading someone to try your product and taking an order.
If you want more information about how marketing and communications strategies can impact building product sales, contact Function or reach out directly at [email protected].