Commercial evaluation of distributors

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chameli
Posts: 7
Joined: Mon Dec 30, 2024 5:10 am

Commercial evaluation of distributors

Post by chameli »

Faced with wider competition, pressure on prices has increased, making telegram data the issue of the distribution of margins between manufacturers, distributors, distributors' customers and end customers more sensitive. There is a strong temptation to short-circuit one of these steps if its added value is low!

GLOBALIZATION OF PURCHASING
Of course, this mainly concerns large groups, which are also the preferred target of both manufacturers and distributors, where they most often clash!

SO, WHAT IS PROFESSIONAL DISTRIBUTION IN ALL THIS?
The easiest way is to ask its stakeholders; we approached 4 of them, all representative of French or European groups:
1 distributor
1 industrialist Selling exclusively through a network
An industrialist Selling exclusively directly
1 industrialist Selling both through a network and directly
THEIR ANSWERS: ABSOLUTE SILENCE!
1 presentation on the “distribution” function but without any real response
1 non-response
and especially 2, including the distributor: “Order from our general management to never communicate on this subject”.
If the sample is small, the unanimity remains significant and shows the acuteness of the question.
Let's dare to evaluate our distributors. It's easy once the evaluation criteria are defined, we offer you 25 (see "evaluation grid") which are to be enriched with those specific to your Company's commercial policy and for this two solutions:
INTERNAL EVALUATION
Let's play mystery shopper.
All you have to do is:
consult them for a representative deal
, go visit the points of sale
, fill in the grid and dare to draw the consequences!

EXTERNAL EVALUATION
Let’s ask our distributors’ customers about their perception of:

the readability of your brand,
available stocks,
after-sales service ,
the quality of the relationship
and the services offered (training, usage advice)...
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