Professional Documents
Culture Documents
Push Strategies
Here are a few ways to give your new relationship a positive foundation.
Here are a few ways to give your new relationship a positive foundation.
Introduce the new distributor to your customers. Use press releases and
other publicity vehicles to let the world know that your value offers can now be purchased from this source. Build confidence with easy assignments. Let new distributors start by selling value offers that are easy to sell and accounts that are easy to close. As they succeed, add in more complex value offers and accounts. Provide enough product samples, literature, price sheets, and other collateral material for all of the distributor's sales personnel.. Schedule factory visits and joint sales calls to build enthusiasm among the ranks. Conduct as much intensive, on-site and customer-call product training as the distributor allows. Give plenty of positive feedback on their
work.
Turn over any contracts or leads from the previous distributor to the new one.
Push Strategies
A push strategy is any marketing activity that entices your COD to sell your value offers rather than those of other manufacturers the channel represents. In other words, these types of promotions push your value offer through the channel. Push strategy examples are: Travel incentive programs that award an all-expense-paid trip to a domestic or foreign destination for meeting a quota during a specified period of time. Merchandise programs that reward salespeople for performance with items such as televisions, sporting goods, clothing and gourmet foods. Training programs that increase the distributor salespeople's comfort level with your value offers, thereby making it easy to sell the value offers to their customers and reap compensation (commission, bonus) accordingly.
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Push Strategies
Monetary SPIFFS (special promotional incentive factory funds) that draw specific attention to certain models or groups of units in your value offer line. For instance, for the next thirty days, you will pay $30 per unit SPIFF bonus for each particular model a distributor salesperson sells. Two tremendous advantages of this type of program are that it can be launched with very little administrative work and can be communicated quickly to your channel. Special discounts or allowances that draw special attention to your value offer line through a limited-time offer. For example a manufacturer might announce that, for the next sixty days, its channel will receive an additional 10 percent discount off the best published price on any order. Local COOP advertising efforts (direct mail, exhibitions, space advertising) that produce local market quality sales leads that materialize into real purchases.
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Pull Strategies
A pull strategy motivates the end user to approach your channel of distribution and "call out" for your value offer . . . Pull strategy examples are: Space advertising in leading publications that generates qualified customer inquiries that produce actual purchases of your value offers. Media releases announcing new value offers or features, which cause potential end users to request further information or a demonstration from your distributor. Rebate programs offering a limited-time, factory-issued cash rebate to end users that purchase your value offer form your channel of distribution. Exhibitions where end users spend time in your exhibit booth expressing an interest in your displayed value offer line. Direct mail campaigns targeted at qualified individuals who request further contact.
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Pull Strategies
End user seminars conducted by your staff and attended by individuals who have, by their presence and time commitment, expressed a sincere interest in your organisation's value offers and as a result of the seminar proceed to your channel to acquire your value offer. Telemarketing efforts that can supply your distributor with telephone qualified sales leads that will culminate in actual purchases. Internet exposure via a Web page illustrating the features and benefits of your value offer line and that directs visitors to local distributors for further information. Radio and television advertising that promotes your value offer to potential end users that then contact your COD for additional details and sales information.
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