Selling through others.
WHAT IT MEANS
Another business selling your product or service to their customers.
WHY IT APPEALS
Reach without your own sales capacity.
WHAT IT COSTS
Margin, and distance from the customer.
WHAT TO ESTABLISH
Whether the reseller sells in their own name or yours Who supports the customer Who sets the price What territory or segment applies
WHY PRICING CONTROL MATTERS
Resellers competing on price undermine the market for everyone including you.
WHAT TO ESTABLISH
Whether you can set or influence price.
WHY IT MAY BE RESTRICTED
Imposing resale prices is regulated in some jurisdictions.
WHAT TO OBTAIN
Advice on what you may require.
WHAT TO ESTABLISH ABOUT TERRITORY
Its boundaries, and whether it is exclusive.
WHAT TO ATTACH TO EXCLUSIVITY
Minimum volumes or performance.
WHY
Otherwise a territory is held and not developed.
WHAT TO PROVIDE RESELLERS
Training on the product Materials they can use Support when they need it Reasonable margin
WHY MARGIN MATTERS
Resellers sell what earns them most.
WHAT TO ESTABLISH ABOUT SUPPORT
Whether they support customers or escalate to you.
WHY
Support cost is frequently underestimated in these arrangements.
WHAT TO ESTABLISH ABOUT CUSTOMER INFORMATION
Whether you receive details of end customers.
WHY
Without it you have no relationship and no visibility.
WHAT TO MONITOR
Volume by reseller How they represent your product Customer satisfaction
WHAT TO ADDRESS
Misrepresentation, immediately.
WHY
Claims made by resellers are attributed to you.
