This is part of a series of seven posts. The first can be found here.

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#5. providing poor pales channel support:

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Unless you’re willing to invest in a dedicated sales team, you’ll have to find help to close deals and manage your US customers. This is where manufacturers’ representatives and distributors can help you, but only if you treat them with the same support like they are your employees.

There’s a general misconception, both with Israeli and US companies, that reps and distributors primary focus is to generate new sales. While they might get your products in front of their existing customers, their strength lies in closing and maintaining customer relationship. Don’t expect them to actively prospect new leads — unless the prospect has an immediate need.

Know that they have to manage all of the products they represent, not just yours. Most of them carry or represent a dozen if not more manufacturers — making very busy and easily distracted.

You can’t expect them to treat you like their number one manufacturer if you don’t provide them with the basics:

• Great sales tools (asked them what they need)
• Ongoing product training (webinars are fine supplements)
• Face-to-face time meeting with customers and prospects in their territories (minimally once a quarter you need to help schedule meetings)

The truth is that they are often neglected by the manufacturers that they represent — especially American companies. So any special attention that you offer — such as providing qualified, ready-to-close leads or bimonthly joint sales calls — will help you gain more of their attention. And in return, they will help you generate more sales.

But be sure not to take on more distributors and reps that you can truly support — or you’ll fail quickly. Many companies make the mistake of believing that they need coast-to-coast coverage, and sign up reps and distributors accordingly. They believe that they need one in every state of the United States — that’s pure bullshit. Don’t hire a rep in North Dakota, if there are not many prospects in North Dakota.

Focus on the regions that have the highest concentrations of companies and where you can provide staffing support. When you understand the one niche market that you’re focusing on and where clusters of those prospects are located, you can develop your sales channels efficiently. You can also support them effectively, cut your travel expenses significantly, and generate sales more efficiently.

Your sales channels will support your sales growth only if you can effectively support them.

Next Sin: Giving Up too Soon