7 PROGRAMS YOU MUST OFFER YOUR DISTRIBUTOR TO SUPPORT YOUR BRAND

Beveragetradenetwork.com

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.We would also like to suggest bundling price programming with support that you offer for your brand to your wholesalers/ distributors. In fact, we would advise suppliers to include a support plan when sending the price list too (and more importantly sticking to the plan).

Beveragetradenetwork.com

Beveragetradenetwork.com

A distributor who has been in business for long appreciates the commitment and willingness shown by the supplier irrespective of the sales and that can turn into sales even if you had a slow start. Most suppliers give up on brands that don’t do well in the first round of retail tastings and so does the distributor.

Here are different kinds of support programs that a supplier can offer for serious brand building. We mention how a support plan should be structured and delve into each of them.

1. Kick-Off 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 [...] Upgrade to BTN Gold Member for Full Access of Our Article that Includes 15 Points check list for having a Successful trade show.

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