Why You Need a Distribution Plan
A distribution plan maps out how your product gets from you to your customers. Without one, you are relying on luck and ad hoc efforts, which do not scale. A clear plan ensures consistent market coverage and gives you a framework for measuring progress.
Step 1: Define Your Target Market
Start by clearly defining who your customers are and where they are located. For a B2B product in Australia, this might mean targeting specific industries in specific states. The more precisely you define your market, the more targeted and efficient your distribution efforts will be.
Step 2: Choose Your Channels
Based on your target market and resources, decide which distribution channels you will use. Options include direct sales, independent sales agents, distributors, online sales, and partner channels. Most small businesses benefit from starting with one or two channels and adding more as they grow.
Step 3: Set Goals and Metrics
Define what success looks like for each channel. Set specific, measurable goals for revenue, customer acquisition, and market penetration. Establish the metrics you will track to monitor progress, such as leads generated, conversion rates, and average deal size.
Step 4: Build Your Sales Materials
Create the materials your sales channels need to sell effectively. This includes product information sheets, pricing guides, competitive comparisons, and case studies. If you are working with agents through Zepys, make these materials easily accessible through the platform so agents can find what they need quickly.
Step 5: Recruit and Onboard Partners
Whether you are working with agents, distributors, or resellers, invest time in finding the right partners and onboarding them thoroughly. A poorly informed partner can do more harm than good by misrepresenting your product or targeting the wrong customers.
Step 6: Launch and Monitor
Execute your plan and monitor results closely during the first 90 days. Pay attention to which channels are generating the most traction and which are underperforming. Be prepared to adjust your approach based on what the data tells you.
Step 7: Optimise and Scale
After your initial launch period, review your results and optimise. Double down on the channels that are working, address issues with underperforming channels, and consider expanding into new territories or segments. Distribution planning is an ongoing process, not a one time exercise.