Navigating Distribution Channels - Petra Blog

Grow your business by leveraging all distribution channels options

Bringing a product to market is a lot more complicated than it used to be. There are often testing and regulatory requirements to conquer before you can start selling. Plus, there are a multitude of sales distribution channels to manage.

And each of those sales channels is evolving rapidly. Their fulfillment and compliance requirements are constantly tightening—from WERCS to Prop 65. There’s a lot to navigate. Not to mention the variable requirements between retailers for complete, in-depth product information, content, and product photography. You spend a lot of time developing strong marketing materials; the right distributor will take that information and make sure it is complete and that it makes the best impact on every channel. 

So, you could spend the time and resources to approach every retailer. Or, you can do business with a distributor that already has close relationships with those retailers.

Plus, a wholesale distributor has the infrastructure in place to help you sell, sell, sell.

How are you getting your sales right now?

Many manufacturers start with direct to consumer sales. Direct sales can take a variety of forms including:

• Your own website
• Your own showroom or chain of stores
• Selling products on marketplaces like Amazon or eBay

You may even have a sales team dedicated to calling retail stores both large and small, in an attempt to broaden distribution.

Direct sales has its rewards and weaknesses.

Pros:

• You have complete control of your customer experience
• You have a more personal interaction with customers, so you begin to understand your customer base and how better to market to them
• Direct customer feedback during initial sales helps you fix product flaws early in the lifecycle
• You keep more of your margin

Cons:

• Any lack of sales rests on your shoulders
• Any mistakes in the learning process—large or small—are yours
• Significant expenses when it comes to actual product sales, including warehousing and shipping
• You (and your team) wear multiple hats meaning less time devoted to each section of your business
• You miss out on sales from high-traffic channels

How a wholesale distributor can add value to your direct sales efforts

Trying to grow a product’s sales can be difficult if you’re limited to direct to consumer sales. That’s where a distributor can help.

A wholesale distributor:

• Knows how to introduce your product into many sales distribution channels
• Knows the best channel fit for your products
• Has sales teams in place that have close working relationships with a wide variety of retailers
• Has marketing teams that are well-versed in the product content requirements and expectations of each major retailer
• Picks, packs, and ships your products for on-time deliveries
• Has shipping discounts and passes the savings on to you

By using a wholesale distribution partner you can:

• Focus on product development and customer service
• Enter new markets and scale up sales volume
• Choose which channels your products are sold in
• Reduce overhead and redistribute your time and resources

It is also important to note that retailers will sometimes only bring in a new product through a distribution partner they trust.

Growing your business by adding distribution channels

Expansion doesn’t have to mean abandoning direct sales. But using a wholesale distributor can vastly extend the reach of your product.

For example, on your own, you may be selling on Amazon or eBay. But think how many more sales you’ll bring in by breaking into brick and mortar—whether in their physical stores or on their ecommerce sites!

You might also consider letting your distribution partner handle your primary, big ticket items while you sell the less expensive—but absolutely necessary—accessories on your own website. Or vice versa!

Regardless, a direct sales strategy and a channel sales strategy can work side by side, complementing each other.

The Right Distributor Changes Everything.™

Petra Industries is a wholesale distributor that, in reality, is your sales partner. We ensure brand protection and channel control. We provide omnichannel access to digital and physical retail spaces. You’ll also find services and solutions to increase marketing efforts and reduce overhead.

Not all wholesale distributors are alike. Petra is personable. Our vendor business managers enjoy cultivating long-term relationships with manufacturing partners. That’s because we know that people make a company succeed.

We currently work with more than 800 brands specializing in products across more than 60 categories. From camping essentials to networking necessities to security systems to housewares and much more, we’ve got something for everyone. And we’re ready to find a place for your products in our lineup.

See how we can help your brand succeed at petra.com.