Working with your distributor’s sales team is one of the smartest investments a supplier can make to increase sales and strengthen relationships with customers. The key to this collaboration’s success is to create value for both the distributor and the customer. By actively engaging in the sales process, the supplier can bring specialized knowledge and strategies that drive product placement in the market.
Leveraging “Work With” to strengthen relationships
A “Work With” is not just about accompanying the sales team on account visits; it’s about creating a richer context for the customer to think about the supplier and their products. If the relationship has become predictable or is on autopilot, this is the opportunity to reactivate it. The supplier can bring a new approach, offering the customer a fresh perspective on their products.
Expert knowledge and direct communication
The person the supplier sends to participate in these market visits is usually an expert in the field. They may be a winemaker, a master blender, or an export director who knows the product and its details inside out. This specialized knowledge is invaluable to the customer, as they can gain insights that are not always available in brochures or technical sheets.
For the distributor, having access to this level of expertise means enriching their own communication with their customers. Additionally, the anecdotes and details about the products shared by the supplier can be reused in future conversations with accounts, enhancing sales.
ProTip: It is very important to know the strengths and weaknesses of the distributor to optimize the business strategy. Strengths will allow you to seize opportunities and ensure greater market penetration. On the other hand, identifying weaknesses helps anticipate and mitigate potential obstacles. This way, more effective relationships can be established, and sales tactics can be personalized to maximize success in the market.
Freeing up time to better understand the customer
When the supplier takes care of product presentations, the distributor’s sales team has the opportunity to focus on other essential aspects, such as gathering information about the customer. This can include operational account details, such as store location or standout products in inventory, as well as more strategic information, such as consumer preferences and emerging trends.
All this information helps create a more detailed customer profile, making it easier to tailor the offering to their needs. By doing so, the distributor and supplier can develop a proposal more aligned with the customer’s expectations, increasing the chances of success in future sales.
ProTip: It is extremely important for the supplier to constantly visit their distributors to support them and understand how they can push the products. It would be best, ideally, to bring chain business to the distributor.
Learning from the market and improving strategy
Suppliers also benefit from firsthand knowledge of local markets and the particularities of each account. This allows them to adjust their business strategy, whether through customizing point-of-sale materials or modifying product formats. Each market has its peculiarities, and a “Work With” provides a unique opportunity to learn what works best in each case.
By participating in the sales process, the supplier also receives direct feedback on how to improve their offering or adapt marketing campaigns. This knowledge exchange is crucial for building strong long-term relationships with customers.
Being a good host
One of the keys to the success of a “Work With” is the distributor’s ability to act as a good host. This involves introducing the supplier to key customers and facilitating conversations, ensuring that both sides gain value from the interaction. The goal is not just to close a sale at the moment but to build fruitful relationships that endure over time.
When a supplier actively engages, it demonstrates their willingness to invest in the customer’s success. This willingness reinforces trust and ensures that the business relationship continues to grow, benefiting both parties.
ProTip: The important thing is for the supplier to bring accounts to the distributor and have useful materials for the salesforce, such as cheat sheets. Another very important point is to always provide samples to the salespeople, as they must have these on hand; otherwise, they won’t be able to sell. There’s nothing better than going to a retailer and having them pick up the bottle, feel the weight, and touch the label, as that makes them think about how the product will perform in their stores.
Hospitality Series Chardonnay
An excellent example of how collaboration between supplier and distributor can drive sales is the Hospitality Series Chardonnay. This Chardonnay, sourced from selected vineyards, is an ideal choice for accounts looking for fresh and accessible wines with a distinctive aromatic profile. During a “Work With,” the supplier’s representative can highlight the unique characteristics of the wine, such as its notes of tropical fruits and balanced acidity. Furthermore, by sharing stories about the region and the winemaking process, the customer gains a deeper connection to the product, facilitating its inclusion in the distributor’s offering and increasing the likelihood of sales success.
Working together is an investment worth making. By leveraging expert knowledge, building strong relationships, and offering personalized service, you can increase your sales and consolidate your market position. Remember, success is not a destination but a journey best traveled in good company.
Source: Instagram