Distributors and resellers are terrific channel partners to connect product and service providers to fragmented end use markets or distinct verticals where specialization is essential to grow business. Distributors and resellers provide value by assuming credit risk, absorbing marketing costs, stocking product (where applicable), providing local market knowledge and accessibility to existing customer relationships.
The major challenge of selling through distributors and resellers is garnering mindshare. In other words, how does a company that sells through distribution and resellers get their products to be top of mind with their sales team? I have significant experience building programs to gain mindshare so that companies achieve preferred status within distributor or reseller channels while creating a growth trajectory.