Manufacturer Guidelines
Following are a set of guidelines for Manufacturers to consider when establishing an effective Wholesaler Program.
- Joint marketing programs by manufacturers and wholesalers which includes a distribution strategy of customers the wholesalers should be servicing.
- The official SSWA delegate must be an officer or executive possessing the authority to bind your firm.
- Designate a wholesaler contact.
- Support the SSWA rep guidelines.
- Provide technical product support.
- Training and educating the wholesalers on new and existing products and programs.
- Distributor minimums that encourage wholesaler growth.
- Stock adjustments and return privileges.
- Publish an authorized wholesaler list.
- Functional allowance that supports the wholesalers place in the market.
- Volume buying incentives.
- Performance incentives programs.
- Marketing and advertising funds.
- Wholesaler payment terms differentiated from distributor terms.
- Wholesaler inventory core products of the manufacturer.
- Equivalent sales compensation rates that support wholesaling.
- Willingness to track sales by the wholesalers ship to location for rep compensations (i.e. zip codes).
- Appoint a wholesaler advisory committee.
- Development of a confidentiality agreement for providing trace sales information.
- Support of sales through wholesalers to buying groups; allowing rebates whether sale is made direct or through the wholesaler.
- Support for bid pricing policies and procedures through wholesalers.
Key Elements
Marketing Program
Product Tech Support
Training & Education
Volume Incentives
Sales Tracking/Reports
Program Support
Manufacturer Representatives Guidelines
Following are a set of guidelines for Manufacturer Representatives (Brokers) to consider when working with Wholesalers.
- The development of an annual business plan with the wholesaler.
- Frequent interaction, at least quarterly meetings, to follow up on the business plan.
- The representative should understand the manufacturers wholesaler program.
- Share new technology with wholesalers when and where possible.
- Know and understand the manufacturers minimums and then direct business below the minimums to the wholesaler.
- Assist wholesalers in supporting distributors on end user calls.
- Informs distributors that the products are available through the wholesalers.
- Provide ongoing product information, samples, literature, and pricing to wholesalers.
- Assist in developing advertising/marketing programs.
- Assist in moving slow and obsolete items.
Key Elements
Annual Business Plan
Product Tech Support
Assist with Distributors
Ongoing Info/Training
Program Support
SERVING SINCE 1980
Understanding
Jan-San Redistribution
A Guide for Manufacturers, Distributors, and Wholesalers in the Sanitary Supply Industry.
Grow Your Business
Many Jan-San distributors, both large and small, purchase from wholesalers; and many manufacturers are taking advantage of the benefits offered by wholesalers.
Targeted Opportunities
To the Sanitary Supply manufacturer, a sound redistribution strategy will yield outsourced management of small, high-cost-to-serve customer orders, access to new customers who are otherwise difficult to reach and serve, and much more!
