The 3 Es (and 2 Ps) of marketing to dealers, VARs

distributors and other resellers

by Steve Slaunwhite

When selling industrial products through channels, you need marketing materials that motivate your dealers, distributors, agents and other resellers to sell. That's easier said than done. For many marketing managers, determining exactly what it is that needs to be produced (A brochure? A spec sheet? A video?), and what needs to be said in those materials can be a challenge.

Essentially, there are three objectives that must be considered in your communications planning. I like to call these the 3 Es. Here they are:

Educate.

Obviously, educating resellers — and their customers — about the features and advantages of your product is essential. But educating isn't easy. (Just ask anyone in the training industry!)

To invite learning, your marketing materials must be organized, insightful, interesting, and easy-to-read. Use plenty of numbered lists, points, charts, pictures and illustrations. When a reseller has a question, make sure the answer is easy-to-find.

Some manufacturers produce Sales Guides and other documents that help resellers learn how to sell the product. These can be very effective. If your guide is extensive, be sure to include a one-page summary of the features and benefits for quick reference. No reseller wants to look lost flipping through pages when a customer is standing in front of him.

Videos and multimedia CDs can work well too, especially if the product is based on a new technology, methodology, or application. But be sure to also include a print brochure that contains the same information. Chances are, the video will only be watched once.

Equip.

Resellers also need selling tools. These are model letters, model proposals, presentation slides and scripts, brochures, sell sheets, forms, demo kits and anything else that makes it easier to explain and sell your product.

In my experience, the better the selling tools, the better the results.

Probably the biggest mistake marketing managers make it attempting to produce a single brochure that does "double duty" — targeting both resellers and their customers. The truth is, you can never effectively speak to two different audiences simultaneously. What you end up with is a diluted, even muddled, sales message. The cost savings isn't worth it.

Energize.

If resellers don't get excited about your product they won't sell it. It's that simple. So, your marketing materials must work to inspire and motivate.

How do you accomplish this? By focusing on what I call the 2 Ps: Profitability and Popularity.

Profitability is the "Make me money" message. Where applicable, use plenty of charts and graphs to illustrate income potential. And be sure to use realistic numbers and forecasts. Avoid puffery.

Popularity is the "Bring me more customers" message. If your product has done particularly well in other markets or territories, be sure to point this out in your marketing materials. Demonstrate, if possible, how your product will attract new customers for other products the reseller carries. Highlight all upsell and cross-sell opportunities. Position your product as customer magnet.

After educating, equipping and energizing your resellers, stressing the 2 Ps is a powerful one-two combination that will inspire them to get behind your product and push with enthusiasm.

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© 2004, Steve Slaunwhite. All right reserved.

Steve Slaunwhite  |  905-846-2620  |  info@steveslaunwhite.com