Friday, December 18, 2009

Four Questions for Manufacturers to Answer

Here are four questions for manufacturers that sell through sales channels to answer.

1) How engaged is your sales channel? Do you look at your sales channel as a necessary evil or are they an extension of your Brand? Do you talk down to them or are they eye-to-eye with you?

2) How willing are you to be vulnerable and open with your key suppliers? Your suppliers know more than you give them credit for. They probably would love to be engaged deeper with you. All you have to do is ask.

3) How inspired is your product? Is your offering a me-too or an original? Does it motivate, do people smile when they talk about it?

4) How internally focused versus externally focused are you? Is there a very clear understanding of the customer and who they are and what they want? Or is the corporation focused on itself, its politics, and its processes?

A manufacturer that has a fired-up sales channel, dedicated supplier partners, inspired product and an intimacy with their customers can only win.

Barry LaBov
LaBov & Beyond Marketing Communications

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