© 2007 Dream Merchant

Dream Merchant • 2309 Torrance Blvd. #104, Torrance, CA 90501 (310) 328-1925 email: Jkm316@aol.com

FINDING YOUR DISTRIBUTION CHANNELS

Think Big--Your Product Can Have Several Means of Distribution

By James F. Riordan

PART TWO

In this issue, let's look at a few more things you should consider when setting up distribution for your product.

If your product will require you to set up a network of manufacturer's representatives to sell your product to chain stores and "mom & pop" stores, you must choose them VERY WISELY. Finding good "reps" is not easy. A lot of the very best reps aren't even listed in the "rep directories." I had a funny thing happen to me years ago that changed the way I find my reps, and I'll pass it along to you.

I was trying to get one of my products into Bloomingdales, one of the most prestigious department stores in the nation. I called the store, found out the name of the buyer who handled the products similar to mind, and I sent her a sample of the product. I called a few days later to see if she liked the product, and she said, "Yes, I like it but we buy products only through reps. Could you have your rep call on us and we'll place an order." I said, "Yes, ma'am, I'll have him contact you early next week."

Then the search began. I got a copy of the rep directory for that area and began calling them one-by-one until I found one, whom we shall call "Smidlap," who agreed to take on the product and present it to Bloomingdales. I FedExed a case of samples to Smidlap, and then eagerly called the buyer at Bloomingdales to tell her, "Our rep, Mr. Smidlap, will be in to see you next Tuesday."

The buyer hesitated for a moment and then said, "Smidlap? We don't let that snake in our store. You'll have to make other arrangements. Give me a call back when you're ready." I hung up the phone, dumbfounded. I couldn't believe it. I thought about the incident all night, until it dawned on me that through this incident, I had discovered the answer to finding the best reps, and I've used this method ever since.

The store buyers have to deal with reps every day. They know which ones give them the best service and they know who the "bums" are. If you think about it, it makes perfect sense that when we want to sell a product to a particular buyer, we should use a representative that the buyer trusts. I called back the buyer at Bloomingdale's and asked her for the names of the reps who give her the best service. Without hesitation, she gave me several names to check with.

I called several of the other stores in the area, found out the name of the buyer who would be in charge of purchasing items like mine, and asked those buyers the same question. Again, without hesitation, they gave me the names of several reps whom they considered reputable (please forgive the pun). I was able to select one out of the group that was acceptable to every one of the buyers. I called him up, begged him to take my product, and he sold thousands of dollars worth of my product to Bloomingdale's in the following week.

During the past few years, I have proven this system over and over again. It's the one sure-fire method of obtaining the best possible reps. Try it--I know it will work for you. Yes, it's time consuming to set it up the first time, but it's much more time consuming and costly to have to go out and pick up the pieces after a poor rep has ruined your image in a given area.

NEXT ISSUE: More on Distribution

The above article was taken from James F. Riordan's classic book, HOW TO EVALUATE THE POTENTIAL FOR SUCCESS OF A NEW PRODUCT OR TECHNOLOGY. Riordan's highly-acclaimed, 36-point system is a valuable tool for inventors, product evaluators or anyone interested in the invention process. Each section is followed by a comprehensive questionnaire that can be used to evaluate your product.

The highly-recommended book can be ordered through the Dream Merchant, 2309 Torrance Blvd., Suite 104, Torrance, CA 90501. The phone number is (310) 328-1925.

 

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