Distributors: How Can You Create More Value with a Cohesive Product Line?
Business growth does not necessarily depend on constantly acquiring new customers.
For a specialty distributor, another strategy is to meet more of the needs of existing customers.
In animal husbandry and animal health, there are numerous opportunities for upselling.
Start with a need, not a catalog
Let’s take animal identification as an example. The initial need might be a tag.
But the user may also need:
● a tag applicator;
● a replacement needle;
● a marker pen;
● a customization solution;
● an RFID reader;
● electronic tags;
● additional supplies.
A distributor who understands the customer’s entire need provides greater value than a salesperson offering a single product.
Building Families of Solutions
Effective organization involves structuring the product lineup around usage scenarios.
Visual Identification – Buckles + Clips + Marking + Replacement Parts.
Electronic Identification – RFID tags + readers + accessories.
Pets and Horses – Microchips + applicators + needles + readers.
Veterinary Equipment – Syringes + guns + cannulas + seals + spare parts.
This approach also makes the sales representatives’ jobs easier.
Increase the average revenue per customer
The goal is not to sell unnecessary products.
The goal is to identify the equipment that is truly necessary for the solution to function.
A clamp compatible with a loop is relevant.
A replacement part that extends the lifespan of a piece of equipment is relevant.
A reader compatible with the transponders in use is relevant.
Upselling then becomes a form of consultation.
A cohesive product line also simplifies the purchasing process
Working with multiple manufacturers results in:
● more suppliers;
● different pricing terms;
● multiple points of contact;
● different documentation;
● more logistics flows.
A multi-line manufacturer allows the distributor to streamline part of this process.
ARDES specifically offers product lines for visual identification, RFID, microchips, readers, injection equipment, and customization.
Manufacturer support is becoming a sales driver
To sell a technical product line, teams must understand the product.
ARDES supports its partners with:
● training;
● marketing tools;
● documentation;
● technical support;
● sales support.
These elements are part of the offering dedicated to the distribution network.
Don’t think solely in terms of individual product lines.
A good catalog doesn't necessarily have to feature hundreds of similar products.
It must be able to fully address the market's top priorities.
For a distributor, the question then becomes: "What additional needs of my customers are we not yet meeting?"
That's often where the best business opportunities lie.
ARDES supports distributors looking to expand their product offerings by helping them identify and
veterinary equipment.
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