Insights — Channel Creation & New Revenue Streams — 3 min read
How to Approach Potential Distributors
The best distributors are constantly approached by brands. To get their attention, you must stop talking about your product and start talking about their profit.
In short
To approach a potential distributor, prepare a 'Commercial Opportunity Pack' rather than a product pitch. This should include evidence of market demand (such as search data or pilot sales), a clear margin structure, a competitor comparison, and a 90-day onboarding plan. The most effective approach is to show them the customers you have already identified who are ready to buy — turning a 'cold' pitch into a 'hot' opportunity.
Most manufacturers approach distributors with a product brochure and a price list. They focus on why their product is great. This is the wrong angle. A distributor doesn't buy your product; they buy a new revenue stream.
To secure a high-quality partner, you need to prove three things: that there is demand for your product, that they can make a sustainable margin, and that you will be easy to work with. If you can't demonstrate these, you are just asking them to take a risk on your behalf.
The Three Questions every Distributor is asking
Underneath the polite conversation, every potential partner is evaluating you on these points:
| Question | What they really mean |
|---|---|
| Is there a market? | Have you already proven people will pay for this, or am I the guinea pig? |
| Can I make money? | Is the margin sufficient to cover my sales, marketing, and warehouse costs? |
| Will you be a headache? | Is your technical support responsive? Are your lead times reliable? Is your billing accurate? |
Leading with Evidence
The strongest possible way to approach a distributor is to say: 'We have identified 50 companies in your territory who are actively searching for this solution, and here is the search data to prove it.'
This is where tools like the Opportunity Engine become invaluable. By showing a distributor that you have already done the market mapping and demand validation, you remove their biggest risk: the fear of holding dead stock.
The Onboarding Roadmap
Don't just pitch the product; pitch the partnership. Show them exactly what the first 90 days look like: product training for their team, a joint marketing campaign, and a dedicated account manager. A distributor is far more likely to sign if they see you have a plan to make them successful quickly.
Evans Sales Consultancy helps you build this 'Partner Value Proposition'. We ensure that when you approach a distributor, you aren't just another supplier — you are a strategic commercial opportunity that they can't afford to ignore.
Could your business support another route to revenue?
Evans Channel Creation identifies, validates and builds additional revenue channels from capabilities a business already has — B2B to D2C, D2C to B2B, product to service, recurring revenue or partners — and says so plainly when a channel should not be built. Programme from £1,995 + VAT per month over six months.
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