5 Keys to Turning Distributors into Brand Evangelists

5 Keys

to Turning

Distributors

into

Brand Evangelists

Presented by

Sean McGuigan Welcome

Since 2006, I’ve worked with ASI suppliers,

improving their presence across ASI’s

online media platforms. I work with both

established companies as well as startup

companies, using a combination of free

and paid marketing strategies to drive

traffic.

Account Executive

“

”

Questions?

Comments? Use the chat feature to send us your questions or comments and we will

help you out!

Don’t worry – if you miss part of this webinar,

we’ve got your back! We’ll send you this

presentation with any additional questions that

don’t get answered. Look for it in your inbox.

Congratulations! You’ve joined ASI and you’ve got a network of 22,000

distributors eager and ready to sell!

Now what? How do you get them to sell your product?

You’ve found their names.

You’ve networked.

You’ve schmoozed at events.

But you’re still wondering how to get these SUPER-busy distributors to

PAY ATTENTION to you and your fabulous products.

Well, we’ve got it.

5 (not-so-secretly-kept)

Secrets to Turn Distributors

into YOUR Brand Evangelists

In just 15 minutes, you’ll

be well on your way…

TIP 1

Basic Knowledge Goes a Long Way

It starts with knowledge… Provide insight on trends, products, etc.

At ASI, we help you become knowledgeable leaders with our annual Ad Impression Study, State of the Industry issues, the Wearables Study and more!

Download

the Study

here!

Become the go-to supplier…

Share: advice, news, trends

Become an ally in selling efforts… Differentiate yourself from the rest.

Don’t just try to sell the product(s), sell benefits.

In your creatives, explain how a distributor can easily pitch the product(s) to clients.

TIP 2

Reward Your Most Loyal Customers

It costs 6-7 times

more to acquire a

new customer than retain an existing

one.

-Bain & Company

Why do customers participate in loyalty programs?

The probability of selling

to an existing customer is

60-70%. The probability

of selling to a new

prospect is 5-20%.

-Marketing Metrics

…What can

you do as

a supplier?

Distributors and salespeople are driven by saving

money, so give them a reason so be loyal.

Provide better

prices and

margins

Offer frequency

and preview

discounts

Give special

offers or benefits

that can be

redeemed later

for rewards

How can you encourage distributors to return to you?

1.

2.

3.

TIP 3

Ensure Distributors Have the Right Info at the Right Time

Not knowing if the info on ESP is accurate and

up-to-date.

What frustrates distributors MOST when pitching their clients?

Ex: Distributor is pitching a client on how coasters at a street fair could be a great

coupon gimmick for a local bar…

Need

multiple

designs. Have a low

budget.

Distributor went to look for the info on ESP, and couldn’t find all the info.

Need it

shipped – fast.

Now, the distributor has to call and confirm the information listed.

TIME LOST!!!

Lesson Learned Your distributors are busy. Their end-buyers want

information easily, and could change their minds

in seconds.

When you provide all of your

products’ info on

ESP, you’re arming your distributors

not only with

knowledge, but confidence.

Insider View: How a Distributor Searches on ESP

1. Keyword-Driven Search

2. Drill Down with Specifics

3. Locate Product

4. Call/Request

Keyword Driven Search:

Enter any

keyword you

wish to search

Drill Down with Specifics:

Use the advanced

search and search by:

• Product

• Supplier

• Decorator

• Recent Searches

• Saved Searches

Locate a Product: Product

Advanced

Search filters

based on the

following:

Call/Request:

What this means to you…

Supplier’s

information is

listed so you can

call for more info

or request a

quote

Great Power

Images on ALL Products

Pricing on ALL Products

Confirmed Pricing

Detailed Descriptions

Optimizing Keywords

Break Out Products

informative Product Description.

in a good,

There is

No

image

Great image

enhances

your product

Optimize Images on ALL

Products

Pricing on ALL

Products

Confirmed Pricing

Break Out Products

your products

Great images

enhance your

product

Detailed

Descriptions

Optimizing

Keywords

TIP 4

You can hear a smile on the phone

Great Customer Service starts before the sell and continues post-sale.

That ramps you up for the next sales call, both

inbound and outbound.

MAKE IT

COUNT!

Good or bad, it is

important to You know the value of your customers. THE NEXT STEP IS TO BE PREPARED TO

RESPOND.

Create standards and policies that will support a

consistent, positive experience for customers.

Create proactive outbound effort: quote follow

up, problem resolution and target accounts for

development.

Dedicate a person who will oversee images,

copy and pricing to ensure all marketing

materials for search engines are available and

current.

Monitor your social media sites to see how

people are talking about you.

TIPS on

great

customer

service

ACT

TIP 5

Make the Distributor Experience Count

In this relationship-driven industry, it’s critical to create positive

supplier ratings. Your ratings can speak on your behalf even

before a request is made. Because Supplier Ratings are based on rolling weeks, it’s a fluctuating rating.

Supplier Ratings Count

You have the

power to

influence this rating.

Tap into your

best customer.

Engage your challenging

customers

better.

Include it in your email as a final send-off

Include it in your invoices

Post to your website and social media pages

A thank-you goes a long way and helps keep the relationship strong

on how to get supplier ratings

and gain credibility TIPS

Simple ways

to ask for

feedback

…and

always

follow up

Simple. Effective. Tactical.

Incorporate these 5

keys into your

marketing plan and

experience a jolt to

creating brand

evangelists.

Want a personal conversation with our Sales &

Marketing Team to discuss how to make distributors

YOUR brand evangelists?

Email espadvertising@asicentral.com to

schedule a personal consultation.

Thank You! Join us again. Look for our next FREE webinar

exclusively for our suppliers.

Missed part of this webinar? Don’t worry,

we’ve got your back! We’ll send you this

presentation. Look for it in your inbox.