International Sales and the Middle Man is among very few books on indirect sales and selling via distributors.
What a cracking book! There is little authoritative material available to help those with indirect sales channels.
International Sales and the Middleman explains how to overcome the challenges of indirect sales channels such as distributors, resellers, dealers, and sales agents.
From time to time I have looked for books on the subject and had failed to find anything I felt relevant until a participant on our Sales through Partners course recommended this book.
John Griffin's work is the first really useful material on the subject that I have found. It is a slim volume of 165 pages. John has written a direct, no-nonsense, and insightful guide.
If you need to set up an international network of distributors or resellers, this book is well worth the hour or two it takes to read. It will save you from the pitfalls of indirect sales and help you succeed.
Not only is it informative but John injects humour and relates many experiential stories.
I found myself reaching for a highlighter and jotting notes in the margins within a few pages, starting with the primary goal. "To fight for an unfair share of distributor sales time."
About John P. Griffin
John is a regional Managing Director of an American healthcare corporation. He demonstrates great understanding and insight into the trials and tribulations of managing a distributor and of operating as a middleman. He writes from a first-hand perspective and it is obvious that his observations, advice, and recommendations are drawn from extensive personal experience of working with overseas distributors.
This is a particularly revealing paragraph:
The Harsh Reality of Selling Through Indirect Sales Channels
"First, far too much intelligence, professionalism and enthusiasm is ascribed to the distributor. Time and again the contract or handshake is thought to be a starting pistol, and the supplier lies back in exhausted post-coital slumber dreaming of legions of dealer salesman swarming all over the territory presenting products and booking orders."
"Nothing could be further from the truth."
Griffin emphasises the importance of training by pointing out the likely behaviour of salespeople who don't know what they are talking about. In most cases it is not to make stuff up, it is to avoid selling the product.
A chapter is dedicated to motivating the partner. It emphasises the necessity of enabling the partner to make money.
On the face of it, this seems an obvious point yet as you read, it is quickly apparent that there are numerous opportunities for vendors to get partner motivation badly wrong.
If indirect sales - selling through partners and intermediaries - is important to you, internationally or locally, get this book and study it. Even the seasoned indirect salespeople among you will gain new perspectives and ideas. I did.
ISBN 1-85252-168-6
Review by Clive Miller
If you are using indirect sales channels such as distributors, resellers, or agents and need to increase sales, get in touch. Telephone +44 (0)1392 851500. We will be pleased to learn about your needs or discuss some options. Alternatively, email custserv@salessense.co.uk or use the contact form here.
