Leverage Your Distributors to Multiply Revenue!

For nearly all B2B companies, the only way to scale sales is by leveraging their distributor network.

Only with a strong and unified network can your company multiply the effectiveness of its marketing efforts and achieve results that it could never reach alone.

It’s the classic case where 1 + 1 is greater than 2.

However, this multiplier effect isn’t automatic: simply appointing a distributor and selling them your products isn’t enough.

You must know how to interact with distributors differently, depending on the phase of your relationship with them.

From the moment you appoint them to when they become true partners, there are four marketing approaches you can use:

1. Marketing TO distributors – Give them solid reasons to do business with your company. Help them understand the market and customers, show them how to sell your products, and support and motivate their salespeople.
2. Marketing FOR distributors – Run promotional campaigns to generate demand and leads for your distributors (e.g., advertising, webinars, ebooks, case studies).
3. Marketing WITH distributors – Go to market together to help grow their sales to end customers. Provide ready-to-use tools like product videos, event kits, or direct marketing content.
4. Marketing THROUGH distributors – Equip and train them to independently promote your brand. Provide customizable materials, demo equipment, and sales training.

Start by analyzing and qualifying your distributor network (see my newsletter from two weeks ago if you missed how to do this).

Adopt this expanded vision of the distributor relationship and you’ll see just how many opportunities you have to create value and multiply both your business and theirs.