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Ten Tips To Grow Distribution Partners Internationally

By Kerrace Alexander

1. Create a variety of lead generating and prospecting activities. The more fishing lines you have in the international waters, the more fish you are likely to catch. So keep on experimenting and every time you find success, turn it into a repeatable system. For example, a healthy marketing strategy might include advertising, publicity campaigns, public speaking, direct marketing, tradeshows, and other activities that expose you to as many potential new clients as possible.

2. Ask your distribution partners for referrals in new international markets you want to enter. The best place to find new distribution partners is through satisfied clients. Most happy clients are very open to giving you referrals. One way to do this is to generate a list of prospects in new international market. Show this list to your current clients and ask if they know anyone on it. If they do, ask if you might use their name as a reference, or better yet, if they might make an introduction for you. If they don’t know anyone on the list, ask if they know of someone whose name should be on the list. It’s a simple approach, but more times than not, it will get you in front of a warm lead in your new potential international market.

3. Develop a “Centers of Influence” list. If you want to grow your international distribution channels you need to connect with people who are considered experts in your target domestic or international market. Identify these people and get to know them. Write an introductory email or letter suggesting you discuss potential joint ventures or lead sharing. Leads from a centre of influence list can be a significant source of leads for you to find new distribution partners in new international markets.

4. Create a value driven educational seminar/talk to find potential partners in a new international market. This is a great way to get your message to your new international market while positioning you as an expert in your field. It’s one of the most powerful ways to generate interest in your business opportunity because for a significant period of time, you have the undivided attention of a group of prospects. It doesn’t get much better than that.

5. Systemize your sales processes for finding new distribution partners. Every potential distribution partner is different, but if you think about it, you probably go through many of the same steps each time you to evaluate them and sign them on as a partner. If you have a team of salespeople, find out what the best ones are doing and write it down then, turn the best ideas into a repeatable sales system that everyone on your team can utilize. If you don’t have one find a proven system that is working for other companies and integrate it into your business processes. You’ll find this one simple concept will improve your entire sales force productivity in addition to increased distribution partners and ultimately make your business more profitable.

6. Stop selling your distribution partners more products and start helping your distribution partner to become a part of your company. This is really the difference between the traditional sales model and the new consultative or client relations model. Distribution partners are significantly more sophisticated today than they have ever been. They will want to evaluate your opportunity, and in this age of information, they’re not looking to be sold. They’re looking for an company who will help them make the intelligent choice that is just right for them to grow their business. If you try to sell your company and your business opportunity you might not make a sale every time, but if you focus on your distribution partners needs, rather than your own, you’ll make a life long distribution partner. Something that, over time, is significantly more valuable. Always keep in mind the lifetime value of your clients-don’t just focus on one or two sales transactions.

7. Track and analyze your sales processes. Once you have a sales system in place for finding and keeping good distribution partners, you’ll want to keep improving it. The only way to do this is to carefully track your results. There are many ways to do this, but what’s most important is that you stay the course. It’s impossible to pull good information out of a system that no-one is using consistently. In fact, partial information can be more problematic than no information at all. So begin by getting everyone on your team on board. Make sure you have properly trained your staff on how to use the systems you have in place. Then track your progress and make your improvements. You’ll be successful if you are patient and persistent but it’s equally important that you understand how your process works.

8. Set achievable international business development goals. And track your results regularly, this way you hold yourself accountable, and it allows you to assess you or your teams progress on an on-going basis.

9. Make sure you negotiate a fair distribution partner agreement for both you and your distribution partner. Be sure you include performance requirements so you can monitor progress to make sure everyone stays on course to be successful and profitable for the long term. Also make sure you include in your contract how you will provide help and support so both you and you distribution partners are as successful as possible.

10. Enter new international markets that have fewer barriers to entry and fewer competitors for your product or service. This gives you the advantage to expose your product to a new market before others do. After doing your due diligence and research enter new international markets where you have the greatest potential for profitability and growth for the long term.

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Kerrace Alexander is an authority on international channel and partner development providing her clients with the strategies and skills required to grow and prosper internationally. She is a consultant, educator and trainer to firms worldwide. Kerrace is the author of RippleFX: "How Far Will You Go?" international channel and partner development program. She can be reached at Kerrace@bigfishstrategies.com (TEL 1.888.9RIPPLE) or through her website at www.bigfishstrategies.com

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