What are some strategies for negotiating with a distributor who is resistant to your product?

1 Understand their perspective

The first step is to understand why the distributor is resistant to your product. What are their goals, motivations, challenges, and preferences? How do they perceive your product compared to their existing or potential alternatives? What are their main concerns or objections about your product? You can gain this information by doing some research, asking open-ended questions, listening actively, and empathizing with their situation. By understanding their perspective, you can tailor your pitch to address their specific needs and interests, and avoid making assumptions or generalizations that may offend or alienate them.

2 Highlight your value proposition

The next step is to highlight your value proposition, which is the unique benefit or solution that your product offers to the distributor and their customers. You need to communicate how your product can help them achieve their goals, solve their problems, or satisfy their desires. You also need to demonstrate how your product is different from and better than the competition, and why they should choose you over them. You can use facts, figures, testimonials, stories, or demonstrations to support your claims and show the evidence of your value proposition. You should also anticipate and address any potential objections or questions that they may have about your product, and show how you can overcome them.

3 Build rapport and trust

The third step is to build rapport and trust with the distributor, which is essential for any successful negotiation. You need to show that you are respectful, reliable, honest, and professional, and that you care about their needs and interests. You can do this by using positive body language, showing enthusiasm and confidence, expressing appreciation and gratitude, giving compliments and feedback, and finding common ground or shared values. You should also avoid being pushy, aggressive, or manipulative, and respect their opinions and decisions. By building rapport and trust, you can create a positive and cooperative atmosphere that facilitates the negotiation process.

4 Negotiate the terms

The fourth step is to negotiate the terms of the distribution agreement, such as the price, quantity, delivery, payment, exclusivity, warranty, or promotion. You need to be prepared and realistic about what you can offer and what you expect from the distributor, and have a clear idea of your best alternative to a negotiated agreement (BATNA), which is the option you will pursue if the negotiation fails. You should also be flexible and creative about finding solutions that can benefit both parties, and avoid getting stuck on a single issue or demand. You can use techniques such as anchoring, framing, trading, or splitting the difference to reach a mutually acceptable outcome. You should also document and confirm the terms in writing to avoid any misunderstandings or disputes later.