Distributor relationship management is hard – and even harder to get right. Here, we´ve gathered everything you need to know to make it a little bit easier – and improve your distributor relationships in the process.
If you´re selling through channel partners, few things are as important as managing relationships with said partners. Strong distributor relationships can impact your market reach, sales performance, and brand reputation – giving you a nice, sustainable sales growth. Here, we´ve gathered a number of ways to improve these relationships.
Why is distributor relationship management important?
Ok, so before we dive into improvement strategies, it´s important to know what´s actually at stake. And the first thing to know is this: your distributors are more than just sales channels – they’re extensions of your brand. When these relationships thrive, your distributors become advocates for your products, prioritize your brand over competitors, and contribute valuable market insights. Which is also to say that, if the relationships are neglected, you may face a reduced market share, inconsistent brand representation and missed opportunities.
5 ways to improve distributor relationship management
Now that we know why it´s important to nurture our relationships with distributors, it´s time to look at ways to do so. Below, we´ve gathered 5 effective strategies that can help create a distributor relationship management that truly gets results:
1. Create an open line of communication
Effective communication is the very basis of a strong relationship. Here, you can beneficially:
- Start having regular check-in calls with distributors
- Offer distributors a direct line of communication between them and their partner manager
- Use a ticket management system to allow distributors to raise issues fast
- Implement robust feedback mechanisms to capture distributor concerns
- Share newsletters that highlight important updates and success stories
2. Give distributors a robust training hub
Distributors need to understand your product to sell it well, and you should offer them a solid product training from the very moment they come onboard. This should include things like product knowledge, technical specs, sales techniques and value props as well as market trends and customer pain points. If you can also make these resources accessible at all times, you can improve the chance that distributors go through what they need to go through and get closer to you and your product(s).
3. Test their knowledge
In the best of worlds, your distributors won´t just get access to the training they need but will also get their knowledge assessed. This won´t just help you make sure your distributors know enough, but will also show that you are serious about helping them learn. This can, for example, be done with a solid digital LMS system as well as physical exams.
4. Give them the sales material they need
Distributors that have what they need to sell will be more likely to do so. In other words, if you want your distributors to put your product(s) first, to become closer to you and keep you top of mind, you need to give them access to sales -and marketing resources whenever they need it. Consider sharing all this material in a digital hub that lets them access what they need no matter when they need it – or where they are.
5. Gather everything in one place
Oftentimes, all these resources are split between different channels and platforms, making it difficult for distributors to find what they need and get a nice experience. This can harm the relationship, decrease engagement and make it more difficult for distributors to sell your product(s). Which is why it´s a good idea to gather everything in one place – in a smart Partner Portal or in a similar platform that allows you to give distributors access to everything they need in one place.
SP_CE is a Partner Portal that can help you improve your distributor relationship management significantly. Curious to learn more? Contact us today to see SP_CE in action or check out our Partner Portal FAQ here.
