Keys To Engaging Value-Added Distributors

January 1st, 2018

Dara Schulenberg

Summary

When B2B suppliers fail to effectively engage and collaborate with value-added distributors (VADs) — distribution partners that offer programs and services that add value to the products they distribute — these partnerships fall short of their potential. Suppliers should establish consistent processes that trigger and guide engagement activities with their partners across multiple functions of both organizations. This report describes five program components — incentives, communications, processes, training, and relationships — that suppliers should use to successfully engage value-added distributor partners.

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