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| Jagdeesh Shivdasani,Mumbai,India |
Ok,you have a great product that you believe in. How do you ensure a right fit with a distributor to do it the justice it deserves? Simple. Tell him your 'brand dream' in detail. Then do the following checks over a couple of weeks or so...
Check that:
1.He is not your cousin or friend.
2.He is a full time,successful distributor before you met him.
3.He has experience with similar or identical product categories.
4.He strongly believes that your product category has a great future.
5.He strongly believes that your brand has a great future.
6.He shares the same professional values and long term approach to brand building as you.
7.He has experienced salesmen who know the market well.
8.He has an excellent reputation in the market.Retailers love him.
9.He comes to work every day.
10.Overall, you respect him.
Oh yes,one small thing...
He must agree to be your distributor and be as excited about the arrangement as you.
THEN,work the percentage margins and sales numbers together with him.
See,I told you it was simple!
