Who is a distributor?

A distributor serves as a link between a product’s manufacturer and another party in the distribution chain, such as a supplier, a value-added reseller (VAR), or a system integrator (SI). The dealer performs some of the same duties as a wholesaler, albeit with a greater degree of involvement.

Distributors are responsible for payment and procurement at a minimum. However, unlike wholesalers, their functions can have more variations. Vendors who lack the resources to build out a channel program on their own, for example, often outsource the job to distributors. Pre-sales training, road shows, and demonstrations on behalf of vendors are all popular ways for distributors to inform resellers about new goods. Contract negotiation, marketing for resellers and SIs, and warranties are all services that distributors can provide as part of the procurement process. Distributors are increasingly hosting network operations centers (NOCs).

Five Ways in Which a Distributor Can Help With Marketing

Allowing distributors to manage some of the marketing functions frees you up to concentrate on making the goods that best suit your customers’ needs. The distributor may perform unique tasks that help with overall business success within the distributor relationship. The trick is to figure out which of your functions the distributor can do better and for less money.


The distributor’s main task is to expand the number of markets where your goods are available. Making it as easy as possible for potential buyers to buy your goods is a vital marketing function. Distribution companies have connections and business relationships with a wide range of sellers, Also, they can ensure that your goods are available in stores frequented by your target market. Customers will be able to buy your goods whenever they need them thanks to increased market reach.


Although manufacturers frequently arrange for general advertising through press releases or articles in trade magazines about their products, distributors may handle targeted marketing. At the distributor level, advertising that promotes a specific product at specific stores is also done more efficiently. Since manufacturers have connections and contractual agreements at the retail level, they can more readily negotiate for discount vouchers and in-store promotions. You can directly pay distributors for such projects, or you can raise their margin in return for them carrying out local promotions.

Customer Service

While distributors seldom have the experience or training to provide in-depth technical support, they can be an excellent first point of contact for customer service. Some distributors have the resources and communication processes in place to help manage customer service calls than manufacturers. Others are more concerned with distribution and lack those capabilities. As a manufacturer, you must determine whether you want to handle general customer service calls in-house, outsource them to third parties, or have a distributor handle them. Your desired customer care setup can have an effect on the distributor you select.

Market Research

Since distributors are closer to the consumer than manufacturers, they gather more market data over the course of their operations. In markets that shift quickly and involve manufacturing responses to market events, feedback on trends, customer loyalty, and competitor positioning is important. Since gathering and exchanging data is expensive, your distributor agreement must spell out exactly what information you need. You can use market data from your distributors to create new product features that your customers want. Also, you can phase out products that are no longer in use.


Customers’ funding is often handled by financially strong dealers for major transactions. Offering favorable prices and re-payment terms will help you boost revenue. Also, distributors who are unable to provide financing can do so through third-party financial companies. Manufacturers with large capital expenditures are shielded from the risk of consumer financing while still benefiting from increased product sales efficiency.

What is Distributor Marketing?

Wholesale orders are typically huge and may not be packaged in the most attractive ways. So, it may appear that you simply list goods and bind them to customers. B2B companies (or wholesale distributors) may use dealer marketing to improve product appeal and sales. Distributor marketing, similar to how B2C marketing produces funnels, attracts retailers or institutional customers to boost the revenue as a distributor 

Using a strategy and a plan to approach marketing will help achieve great results. Also, it will boost your credibility and relationships with manufacturers. Effective wholesale distributors must have the following services:

  • Product of Value
  • Pricing that is competitive
  •  Quality Service

Here are some ways for improving distributor marketing

Begin with consumer and product information.

Your buyer will need resources to persuade and support their customer base. Some of your content marketing should concentrate on answering your buyer’s questions and alleviating their pain. However, supportive content that can help them boost purchases would be a major problem.

  • Build a collection of product images that are consistent in terms of angles and descriptions.
  • Produce interactive videos for tutorials or product demos that are both informative and entertaining.
  • Consider the most popular pain points that your customers will encounter while purchasing or selling your goods.

Concentrate on improving your SEO.

If researchers are searching for solutions on the internet, you should appear in the search results. Begin by developing content that revolves around keywords and common search queries that your target audience can use. One way to improve your website’s search index with search engine optimization is to create a lot of content, which allows your pages to appear for a wider range of queries.

Your Lists Should Be Segmented

Using a one-size-fits-all marketing plan to approach your consumers may be a turnoff. You most likely have long-term customers who place huge orders on a regular basis. You’ve got some potential clients who haven’t made a purchase yet but are looking at some of your items for their customers. Understanding the differences among your contacts and tailoring marketing strategies to them can make your content more successful.

Make use of email marketing

You may submit targeted deals to the right potential buyers using segmented lists. Concentrate on writing emails that cater to a variety of buyer styles who are at various stages of the buying process, have different relationships with your business and have different pains or audiences.


Distribution marketing is an important aspect of a distribution business that is well worth the time and resources. Your relationships and credibility with both customers and suppliers will strengthen as you develop better content, distribution platforms, and marketing strategies.

MGH Distributors provides product offerings and services in the best possible way to increase sales.