Turn your industrial distributors into partners


To improve distributor relations, manufacturers must start by understanding distributor needs. This is accomplished by monitoring distributors - getting into the field and talking with them. Field sales reps must also talk among themselves. Some companies conduct market research studies to zero in on distributor needs. Others establish distributor councils where distributors meet with manufacturing executives to talk about ways to improve distributor programs. Once manufacturers identify distributor needs, manufacturers must work to build partnerships with distributors.
Subjects: Article Summaries, Marketing
Source: James A. Narus and James C. Anderson, Harvard Business Review, March 1986
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