PPB June 2018

O ne of the most frequent questions I receive frommy promotional products supplier clients is, “What can I do to get distributors and their sales reps to sell my products?” After years of working for two large suppliers, and nowowning a business that helps both suppliers and distributorsmarket themselves, the answer is…ask them. Here’s what I have learned that distributors like, want and aren’t getting frommost suppliers in the promotional products industry. Case Studies How do we sell these products? Give us examples of what works for other buyers. Who’s buying these products? What’s the strategy behind the promotion? How did it work? What were the results? Remember: distributors are not selling products, they are selling solutions , scenarios and results. They are busy. They want to be good storytellers but they need good CliffsNotes. So, help them tell your story in sales presentations and in their social media storytelling with good case studies. It may be hard to develop these if you don’t know the whole story of how your products are used. So, why not have a distributor case study contest and offer future order dollars or self-promo products as your prizes. It’s a win-win! Be sure you receive the distributor’s and buyer’s permission before you publish anything, particularly if you are showing the product with the buyer’s logo. Social Media That Doesn’t Sell Have you seen some of the many social media posts from suppliers? Their posts sell, sell, sell. Specials. Product pitches. Buy this. Push, push, push. What do distributors need? Specials, sure, but remember—they’re busy . They want posts they can Dear Suppliers: Here’s what we need to market your products. Love, Distributors by Mary Ellen Sokalski, MAS A Letter To Suppliers Photo provided by SanMar Distributors want great product shots that show various angles and imprint areas. 78 | JUNE 2018 | THINK