Distributor - A Partner - A Brand Ambassador

 Who is a Distributor ? 

- A channel PARTNER? 

- A Brand Partner? 

- A Sales Support to company ? 

- A punching bag for Sales Team & For Retailers ? 

- A supplier simply supplying goods on behalf of Company / Brand ? 

In past 5-6 years of Distribution- have observed different approaches of different companies towards their Distributors. 

It takes time to build a brand or business in General Trade Market. But what it takes more is - “A Strong Distributor Partner” for a company to stand out in Market & Deliver for the Company 

In return - all a Distributor seeks is “Trust” & “Loyalty” of his Brand he is putting efforts for. 

But many companies or rather its Sales Persons fails to see this and over a period of time this companies keeps on changing Distributor Partners from time to time. 

Having said that, when I studied data of various Big Brands, I understood, that :

-those companies who have stood behind their Distributor in EVERY THICK & THINK SITUATION, 

-those who have undergone various Life Cycle of Business (positive & negative)

- those companies who have made Distributors as their Voice 

- those companies who have spend Long Period of Time (Atleast a Decade) with their existing Distributors 

are those companies who have grown way bigger and better in terms of 

- Volume, 

-Trust of retailer, 

-visibility in market and 

- reliability 

Companies with Short term vision and Quicker Growth expectations in short time, with keeping their “Trust and Loyalty” of Distributors aside, have struggled over a period of time - because of the simple Fact that Market itself stops believing and trusting those companies 

Your views ? 

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