How to Sell Your Product Through

A wholesaler is a "middleman" in every sense of the word and to be successful with wholesale distribution, it is necessary for a manufacturer to develop techniques for selling THROUGH wholesalers - not TO wholesalers. The methods outlined in this book are based on the premise that a wholesaler is a substitution for direct salesmen, and good salesmen do not come cheap. Like most relationships between management and salesmen, especially good salesmen, the relationship between manufacturer and wholesaler will rarely go smoothly. This does not mean that the manufacturer must give in to unreasonable demands from a wholesaler. If the problems are insurmountable, the manufacturer can break off the relationship and attempt to sell to the same consumers through another wholesaler. Of course, handling problems is usually more profitable than abandoning problems. That's what this book is all about - how to handle these problems to the mutual profit of both wholesaler and manufacturer. Chapter titles include: 1) How to Deal with the Top Brass 2) How to Land a Wholesaler 3) Selling Through (Not To) Wholesalers 4) Why Use Wholesalers Instead of Direct 5) How to Find the Right Wholesaler 6) How to Activate a Wholesaler 7) Price Fixing and Dirty Tricks 8) Effective Wholesaler Sales Meetings 9) Field Work with Wholesaler Salesmen 10) Exclusive, Selective, or Wide Open Distribution 11) Selecting and Using Brokers and Manufacturers' Agents 12) Should You Use Master Wholesalers 13) How to Hire Successful Salesmen 14) Compensating Salesmen Who Sell to Wholesalers 15) What Is A Wholesaler -- Also includes a thorough glossary of terms and titles.