Optimum Sales – Development of Distribution Channels IV: The Recruitment of Distributors
In the previous three posts, we have addressed those elements related to the planning of the distribution channel development, but from now on, we propose the GO to Market, that is, how the operational action should be to build our distribution channel.
Based on the conclusions we have obtained in the channel evaluation phase and the value proposition we are going to offer, we will establish the most appropriate marketing and sales recruitment actions for the construction of our channel.
Previously and regardless of the profile of the distributor we are going to recruit, we always propose conducting a communication campaign as targeted as possible to gain some notoriety among potential distributors to be recruited and to increase the level of reputation of our product or solution among them.
What are the most suitable media for carrying out this communication campaign? Those where our customers are, it doesn’t matter if they are traditional or digital, what matters is that they are the reference ones in our sector.
If our channel is selective and high-value, our recommendation is to conduct recruitment through a personal visit by the channel’s salesperson, where they can thoroughly and calmly convey our value proposition.
If our channel is high-density and requires a lot of capillarity, our proposal, for example, would be to conduct a roadshow where we present our product and our value proposition to many potential distributors at once, and from the attendees, select those who truly fit the profile we have previously defined.
Also, for this distribution channel development profile, a telemarketing action can be carried out to present the value proposition in advance via phone and secure, for those distributors who show interest, a personal interview where the channel salesperson can present the value proposition in detail and close the deal.
Hybrid options such as looking for distributors at industry fairs combined with personal visits are options that can be considered based on recruitment objectives.
Ultimately, the marketing and sales activities for recruiting distributors in your channel will be defined by the distributor profile to be recruited, as established in the planning phase that was previously conducted.
If you need help executing your distributor recruitment plan, contact us at optimum@optimumventas.com
Visit the previous posts:
Development of distribution channels I:
The decision to implement a distribution channel as a strategy for commercial optimization
Development of distribution channels II:
The efficiency of planning for the development of the distribution channel
Development of Distribution Channels III:
Building the Value Proposition for the Distributor
| David Galve | General Director www.linkedin.com/in/davidgalve |  |
