Lead Generation for Manufacturers — Chapter 7

Manufacturing: Selling Through A Distributor

An issue some manufacturers wrestle with initially is if they should invest in marketing if they are selling their products through distributors instead of directly to customers.

Just like John Deere or an automobile manufacturer, you want to sell through your distributors, not just to your distributors.

Building awareness and preference for your products by end users can help increase demand and sales for your distributors. And a strong lead generation program can help you recruit more distributors.

Additionally, a steady flow of leads (and other marketing support) from the manufacturer to the distributor also helps to keep the manufacturer’s products top of mind with the distributor.

But more importantly, by generating the lead with the customer you can follow up with the distributor to see if they have sold to the customer or if you can offer further assistance to the distributor.

• Executive Summary — Are you a manufacturer looking for more qualified leads?
• Chapter 1 — The World Is Flat — Worldwide Manufacturing Trends
• Chapter 2 — How A Manufacturer Can Grow in A Flat Market
• Chapter 3 — Why Traditional Sales and Marketing Is Less Effective for Manufacturers
• Chapter 4 — The New Rules of Sales and Marketing for Manufacturers
• Chapter 5 — How A Manufacturer Can Be Known, Liked, Trusted and Preferred
• Chapter 6 — Manufacturers Have a Product Problem
• Chapter 7 — Manufacturing: Selling Through A Distributor
• Chapter 8 — How Much Should A Manufacturer Invest in Marketing?
• Chapter 9 — Manufacturers: Getting Started with Modern Lead Generation