Spring 2006 / No. 67
Distribution strategy—is yours
ready for primetime?
“Of
course we have a distribution strategy. We can describe exactly
the type of broker we want to attract.”
We hear
that comment more frequently than not. And while it is a great
first step and forms the basis of a company’s distribution
selling strategy as it seeks to approach potential brokers,
it’s not enough. A distribution strategy also has to
answer such questions as:
- Why
is that broker the best target?
- Who
else will be competing for that broker’s attention?
- Why
will the broker choose you?
- What
will it take to cultivate that broker?
- What
will it take to keep that broker?
Plans fail
less often due to lack of an articulated goal than due to lack
of an articulated rationale. You need to carefully evaluate
and decide on the target and then build in all of the supports
to make that rationale work in the real world. And you have
to remember to tell the whole story to your distributors, too.
For
more information on building and implementing a distribution
strategy or evaluating your current strategy, contact us
at 860-676-9633. |
