Key Factors for Choosing a Distributor

Article 5: Trust and Stability: Understanding Distributor Reputation and Sales Team Stability

Our final installment in this series brings us to the aspects of trust and stability, both critical in the complex dance of selecting the right distributor for your brand. We will talk about the reputation of the distributor and the stability of their sales team, aspects that can significantly influence the effectiveness of your collaboration and the trajectory of your brand.

Measuring Distributor's Reputation

Reputation is a powerful factor when choosing a distributor. It is an indirect measure of the past performances, ethics, reliability, and credibility of the organization. But how does one gauge reputation?

One of the most insightful ways is to converse with people within your desired market - the customers. Visit the bars, restaurants, and alcohol retailers that you want your brand to be in. Discover the businesses that influence others. Often, you find this out quickly by asking bartenders for bar and restaurant recommendations. By asking managers about their preferred sales representatives and distributors, you can quickly gather vital intel on the distributors' work ethics, the quality of their service, and their standing in the market.

Don't hesitate to go beyond the first impression, ask the tough questions: How do your favorite distributors manage relationships? How effectively do they represent their brands? How swiftly do they respond to issues? These answers will give you a clearer picture of what it might be like to work with them.

Evaluating Sales Team Stability

A strong and stable sales team is the backbone of any good distributor. The longevity of sales staff can be a reflection of the distributor's work culture and stability.

But it's not just about the numbers; quality trumps length of service. A mix of veteran salespeople, who possess strong existing relationships, and younger, eager ones, who are open to thinking outside the box, can be a robust combination. Remember, your access to, and relationship with, the sales team is more important than how long they've been with the company. This responsibility falls on your shoulders. Reach out to the contacts you make. Be accessible. Be friendly. Support them.  

A word of caution here - excessively high turnover can be a red flag indicating deeper organizational issues. However, remember that in the current job market, some level of turnover is expected and not necessarily a negative indicator.

Closing Thoughts: The Road to Successful Partnership

Choosing a distributor is like selecting a dance partner for a marathon performance; you need to find a partner who knows the steps, can keep the pace, and can dance to your rhythm.

This journey of understanding your distributor isn't one to rush through. From gauging the distributor's scale and scope, to evaluating their services, to assessing their commitment to DEI and finally understanding their reputation and stability - each step brings you closer to a confident decision.

As we conclude this series, remember, the perfect distributor for your brand will understand not just your product but your story, ethos, and vision. They will be your brand's advocate, ensuring your voice is heard in a crowded market. This dance of collaboration, if well-executed, will allow your brand to shine, creating a performance that resonates with your audience, leaving them thirsty for more.