The Channel Whisperer: How to Recruit, Manage and Develop your Distributors

Distributors always want better prices. They always want exclusivity. They do not execute your strategy. They don’t work hard enough for your products. Or so managers claim.
Yes, you could get a lot more from your distributors. But to do this, you must stop considering them mainly as your customers and start treating them as an extension to your sales organisation. Be clearer on your strategic priorities. Hire salespeople who are fit to play in the premier league. Define the distributor profile you need and learn where to find the right candidates. Learn to negotiate more effectively and sign better agreements. Understand why your distributors are working with you and what they expect from you. Set smarter targets. Replace fear with determination and decisiveness. Your distributors and your team will see and even enjoy the change. They will work harder for you.
The alternative? You can keep wondering in the next business quarter why your distributors are not bringing you what you expected. And maybe give that disappointing distributorship yet another year to show some improvement…

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Paul Sysmans Author
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