Case Study #18 : Growing Distributor Sales - Commercial Paper Products
Actual Studies, Real Results – Using Marketing Research to Grow Sales and Profits
Product Category
Business-to-Business – Paper Products
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Research Topic
Growing sales through redistributors
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Research Need
Major paper manufacturer wanted to grow commercial product sales by helping their (direct) master distributors to grow their redistribution program. Research was needed to test ideas (and generate additional ideas) to help the master distributors add redistributors and support their sales effort.
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Research Process
A mail survey was conducted among all master distributors with over 40% response.
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Results
The research confirmed significant support of the program which would generate additional revenue for the master distributors, but the redistributor pricing would not allow the redistributors to compete directly at the master distributors' larger accounts. The research clarified the need for supporting the master distributors with target lists, contract support, and sales literature/training for the redistributor sales representatives. The redistributor program grew significantly adding sales and sales rep support for the manufacturer.
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Links to Related Case Studies
Business-to-Business - Sales Development
Business-to-Business / Consumer - Mail Surveys