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How can you distribute your product or service most effectively?

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You have a great product or service that solves a problem or fulfills a need for your target market. But how do you get it to your customers in the most efficient and effective way? How do you choose the right distribution channels and strategies to reach them, satisfy them, and grow your business? In this article, you will learn some key factors and tips to consider when planning and executing your distribution plan.

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Jerome Dees Jr.

Entrepreneur & Community Activist

1 Know your customers

Before you decide how to distribute your product or service, you need to understand who your customers are, where they are, how they buy, and what they expect. You can use market research, customer feedback, and analytics to segment your customers based on their demographics, behaviors, preferences, and needs. This will help you identify the best channels and methods to deliver value to them and meet their expectations.

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Jerome Dees Jr.

Entrepreneur & Community Activist
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Knowledge is power. If you are just starting out, you can look at case studies from similar concepts in your space. You may not have the same budget as others, but knowing where your competition is spending their resources can help fine tune your ideal customer profile. Asking your customers for feedback is something I greatly recommend.

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2 Choose your channels

Depending on your product or service, your customers, and your business model, you can use different types of distribution channels to reach your market. These can include direct channels, such as selling online, through your own website or app, or through your own physical stores or sales team. They can also include indirect channels, such as selling through intermediaries, such as wholesalers, retailers, distributors, agents, or affiliates. You can also use a combination of both direct and indirect channels to maximize your coverage and leverage. The key is to choose the channels that align with your value proposition, your customer segments, and your goals.

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Diego Cortés Sánchez

Central America & Andean Region área Manager
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Establecer metas y objetivos, definiendo claramente cual será tu route to market / consumer; paralelamente se debe crear una estrategia de canal, comprendiendo muy bien cual es tu tipo de consumidor y hábitos de consumo DETECTANDO sus necesidades; así llegaras con tu producto y/o servicio de manera más efectiva; enfócate, segmenta e innova con experiencias memorables de compra; entrena e inspira a tu equipo comercial para construir una marca estrella. Para lograr la calidad, no es una tarea rápida; requiere análisis y comprensión de tu mercado. De ésta manera tu marca tendrá una distribución numérica efectiva pensando definitivamente en nuestros clientes y consumidores.

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3 Optimize your processes

Once you have selected your channels, you need to optimize your processes to ensure that your product or service is delivered to your customers in a timely, consistent, and cost-effective manner. You need to manage your inventory, logistics, delivery, and fulfillment systems to avoid stockouts, delays, errors, or damages. You also need to monitor and measure your performance and customer satisfaction to identify and address any issues or opportunities for improvement. You can use tools and technologies, such as inventory management software, CRM systems, tracking devices, or automation, to streamline and enhance your processes.

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Jerome Dees Jr.

Entrepreneur & Community Activist
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Imagine trying to hammer a nail with a screwdriver. This is what we do when we have poor systems and uneven processes. You should always be looking for ways to improve processes, take stress off your team/organization and consider if there is a better way. What systems are your competitors using? Can you attend trade-shows and conferences to see new technologies or processes that could improve your situation.

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4 Communicate your value

Another important aspect of distribution is communication. You need to communicate your value proposition, your brand identity, and your unique selling points to your customers and your channel partners. You need to use effective marketing and sales strategies, such as advertising, promotions, social media, content marketing, or referrals, to create awareness, interest, and trust in your product or service. You also need to provide clear and accurate information, such as product features, benefits, prices, availability, or delivery options, to help your customers make informed decisions and reduce friction.

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5 Build relationships

Finally, you need to build strong and lasting relationships with your customers and your channel partners. You need to provide excellent customer service, support, and after-sales care to ensure that your customers are satisfied, loyal, and repeat buyers. You also need to maintain good communication, collaboration, and coordination with your channel partners to ensure that they are motivated, aligned, and rewarded for their efforts. You can use incentives, feedback, training, or recognition to foster mutual trust and respect.

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Jerome Dees Jr.

Entrepreneur & Community Activist
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Relationships are EVERYTHING. I’ve worked with the same customer/vendor partners across 3 different organizations. Your reputation will impact negotiated rates with channel partners and frequency from customers you support. I often tell my team that the best way to grow is to take great care of what we have. I also think you should lump your channel partners into the same bucket as your customers. That is to say, if you would not yell or talk down to a customer, you should not do it to a partner. How you treat people matters. The best thing is to have integrity with all of your interactions and strive to treat customers better than you hope to be treated in their position (vendors too).

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Jerome Dees Jr.

Entrepreneur & Community Activist
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I continue to believe that the best hands will always be yours. You should look to control as much of the process as you can. As you grow into different areas or geographical footprints, you will definitely need to seek help. Be mindful in selecting partners who will represent you. At the end of the day, your customers will look adversely at your organization, regardless of the supply chain in place. By being mindful and intentional through your selection process, you can aim to reduce risk and improve chances of achieving your ideal outcome.

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How can you distribute your product or service most effectively?

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6

1 Know your customers

2 Choose your channels

3 Optimize your processes

4 Communicate your value

5 Build relationships

6 Here’s what else to consider

Entrepreneurship

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How can you distribute your product or service most effectively?

1

2

3

4

5

6

1 Know your customers

2 Choose your channels

3 Optimize your processes

4 Communicate your value

5 Build relationships

6 Here’s what else to consider

Entrepreneurship

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