Question

Topic: Strategy

What Strategies Work Well To Motivate Dealers To "push" Your Manufacturer's Product?

Posted by Anonymous on 1/16/2004 at 12:48 PM ET 125 Points
Our marketing firm works with many manufacturers in the industrial and automotive industry. We are having difficulty in pin-pointing what motivates dealers/distributors to "push" our manufacturer's product. Any suggestions for what has worked or what to avoid?
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RESPONSES

  • Posted by Chris Blackman on 2/11/2004 at 6:02 AM Member
    Fully agree with all the above.

    Money is the key motivator for a distributor in all but the most unusual cases. The product must be eminently saleable, highly profitable, a repeat seller, and always available.

    So the supply chain backing it must work properly.

    Promotions are always good, especially where they work to increase the margin percentage to the dealer (margin increasing with monthly volume, order size, etc) or, in the case of principal-type dealers, where the principal can win something of value to them.

    But none of this will make up for a dud product. So the product must be a winner, i.e. it must do its job properly, be appropriately priced, well packaged, etc.

    Good luck!
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