How To: Find Distributors

The relationship between a product's manufacturer and a distributor is a two-way street. Each must fulfill certain tasks to get the product to market and keep it on the shelves.

The manufacturer's role:

• Make a quality product.
  
• Use advertising and other means to create demand for the product.
  
• Provide marketing materials.
  *Have the capacity to fill any order the distributor gets.
  
• Offer incentives to distributors' sales forces.
  
• Don't undercut your distribution network. When customers call you directly, pass their orders on to your distributor or sales rep.
  
• Provide technical support or other quality customer service.

The distributor's role:

• Respond quickly when the manufacturer passes on sales leads.
  
• Provide storage for products prior to sale.
  
• Fill customers' orders quickly and accurately.
  
• Assist in building a market for the product.
  *Give customer feedback to the manufacturer.