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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 [email protected] 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.