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Supporting Your Brand In Your Customer's Crowded Portfolio

BTN looks into basic programming and incentives that can be used to drive your brand in the distribution channel.

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BTN looks into basic programming and incentives that can be used to drive your brand in the distribution channel.

We will see how each incentive can impact your sales and help your customer deplete more stock (be it distributors or retailers). 

Developing ‘Distributor Programs’ are now an essential step to differentiate your brand(s) from the massive pool of suppliers. 

A distributor who has been in the business for a long time appreciates the commitment and willingness shown by the supplier to develop working distributor programs.

Here are some effective support programs that a supplier can offer distributors to show them that they are serious about brand building.

1. Kick-Off Product Training and Meeting: Plan a distributor sales meeting at the distributor’s workplace. Invite all the sales representatives. Bring sell sheets, samples and be prepared. Don’t give a long speech about your winery or brewery and how great your company is. Focus more on key selling points and give them the best 2 minute sales pitch they can give to their retailers. Here is an example:

2. Market Work: Work in the market with sales reps and show them that your product sells. Listen to the objections that you get from retailers and try turning them around [...]

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