By Elizabeth Hilla
How Manufacturer and Distributor Sales Reps Make the Sale
Top manufacturer and distributor sales executives recently outlined the characteristics of strong business partner relationships at HIDA’s 2015 Streamlining Healthcare Conference. “The Committed Relationship: Building Stronger Manufacturer-Distributor Sales Partnerships,” session examined the vital roles both sides serve throughout the entirety of customer sales cycles, with featured panelists stressing a number of key tips for reps to enhance their selling value.
Know your strengths
Manufacturers and distributors bring unique skill sets to the table when mutually selling to a customer. Both share common goals to increase sales and multiply their shared knowledge among prospective customers, yet there are inherent strengths each can maximize to achieve these objectives:
- Manufacturers have the knowledge: Manufacturer panelists explained that they are the ones who create the products distributors sell and have the in-depth knowledge expertise necessary to inform customer conversations. It’s nearly impossible to know every last detail about how products can serve customer needs, but manufacturer reps can assert themselves by identifying and prioritizing the most valuable information to assist a sale. This ensures manufacturers stay involved in customer sales conversations and can help take some of the pressure off of distributors when making the sale.
- Distributors have the insight: Participants agreed that distributors can help manufacturers increase their selling power by getting products in front of more customers. But speakers also mentioned that distributors can provide a window into an organization’s strategy, since most customer purchasing decisions come directly from corporate directives. Having a good grasp of the market landscape in which you sell is not enough to be successful. Reps need to know exactly what customers want from the products they purchase, and distributors can help bridge this knowledge gap.
Take a two-pronged approach
By first identifying the strengths and value each side brings to the other, selling partners should proceed with these recommended customer sales planning strategies:
- Before the sale: Reps should be completely in sync before meeting with prospective customers, which makes pre-call planning a crucial step before any sale. Reps should discuss the customer, clearly define roles each side will assume, and account for any questions a customer may ask during the sale so neither side is caught off guard. Panelists suggested asking what kind of marketing or sales support is included with specific products, for example, or whether there are certain product specifications or promotional programs currently in effect that should be brought up to a customer. This is your best chance to squeeze the most value from your counterpart, they added, so take advantage.
- During the call: Studies show a greater number of sales close and average sales revenue is higher when manufacturer reps assist distributors during product demonstrations. A sales call is an opportunity to demonstrate knowledge and credibility; having a partner support your efforts is invaluable. Speakers recommended building each other up during sales calls without being transparent, which is yet another reason why pre-call planning is a perfect way to learn about your sales partner’s capabilities beforehand.
The sale is just the start
Once customers agree to buy a product, the distributor-manufacturer relationship doesn’t end there; it’s ongoing. Distributor panelists agreed that they are always more receptive to manufacturers who support them beyond the sale, since their reps interact with customers for as long as they have their business and even after.
The speakers highlighted many ways to show sales partners your support, ensuring open lines of communication and helping to build professional development. Webinars, email blasts, teleconferences, and even breakfast clubs or luncheons were some of the helpful suggestions mentioned to pool knowledge and resources. Mentoring is also valuable for new sales reps hungry to know more about the industry and wanting to learn from past experience.
Overall, the session positioned sales as a continuous process. Adopting this mindset will allow you to see all of the ways you can bring value to your manufacturers or distributors, as well as their customers. The speakers closed with one final piece of advice: stay committed to building strong relationships with your selling partners, and this will lead to future sales success and positive outcomes.