Know-How Exchange : Strategy

John,
My experience with distributors is that they DO NOT create demand. You can try to get them to do it, but they are good at logistics, inventorying, order fulfillment....that said, you can't teach a pig to whistle (no offense to any distributor members reading this...it's just that we gravitate to what we're good at). Therefore, your demand creation efforts needs to be through your own efforts. This may take marketing activitie
What is your market?
Who are your customers?

What are their needs?
Who are your competitors?
How well do they satisfy the customer needs (SWOT)
How can you satisfy the needs better (Unique selling proposition - USP)
How do I best reach those customers and best inform them about my USP?
Put a plan together to reach these customers - media/press releases, trade magazine articles, direct sales, etc.

This is probably your best method to increase your revenues!

I hope this helps you, John. Hey, if you need more help, visit my website and/or eMail me!

Wayde

Hello john.chong ,
Your distributors play an important role on your marketing team. Giving incentives to them is great but did you ever tell them how great a job they are doing? Constant motivation comes from acknowledging peoples input in their work. Many workers feel unappreciated because their bosses never tell them how great a job they are doing. A thank you card can go a long way. Some lunch vouchers will help too. Take some time out and congratulate them for a job well do this will help boost their morale.

Hope this helps.
Aria

john.chong,

First of all pls explain what you mean by saying " there is much room for sales increase"? Do you mean your consumetr surveys give you grounds for such opinions or it's only based on your manufacturing capacity? If it's the latter it is irrelevant from the customer's point of view.
Your dilemma has to be addressed from two relevent points of view:

1. actual demand which is Wnelson rightly points out is by no means created by your distributors

2. specific POS buyer's decision where your distributors come in

It only means that you have to carry out your integrated marketing activities aimed at creating demand on your customers side and work out a good training, consultative sales and incentive program to support your distributors.Then and only then can you expect better sales results.

Adam