How Promotional Products Distributors Go To Market: - PPAI

• End-user party every other year; with an exhibit company. Each of us invites our
best clients so we market to the other company’s clients. Dual marketing with an
exhibit company; we have their exhibit in our store, and they have a display of
our product. The principle “seek and ye shall find” holds true here. More
interlinked opportunities such as this exist if you take the time to cultivate such
“win-win” events.
Lead Sharing
The supplier survey provided some good news for distributors. Most suppliers claim they
don’t sell direct. And of those that do, many say they will pay a commission to the distributor.
Unfortunately, we are not aware of any earlier published data that might show the direction that
direct sales is moving, so this remains a point of possible contention.
Many suppliers now share their leads with distributors. But increased partnering very
likely will also bring suppliers face to face with the distributor’s customer. In the old days, that
would be like a rock star sneaking into the sultan’s harem. But today we see supplier
representatives—head office execs and field—accompanying distributors on client calls,
participating in conference calls—just one big team.
Familiarity with end buyers is also achieved when suppliers exhibit at end-buyer shows,
then share whatever leads are gained with distributors. To do this, says the CEO of a supplier
that exhibits at venues like the Motivation Show and the Point-of-Purchase Advertising Institute
and National Restaurant Association expositions, you need to have a plan. Otherwise you’re
likely to get distributor gripes rather than praise: You’re selling direct! Or, So where are the
leads you’re supposed to be sending me
This supplier’s plan for lead sharing entails three criteria:
1) Minimum annual purchases of $25,000 with the supplier
2) Open credit
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