Partnering with complementary distributors can lead to an increased competitive advantage through greater efficiencies, increased revenue and greater customer retention, says Evan Rosen, author of The Culture of Collaboration, in Distributor Collaborations Build Value, Local Influence.
Partnerships add value to customer relationships because distributors that join forces can meet customer needs more effectively and efficiently. They also can reduce costs and expand influence in local markets, taking away from national distributors' scale and diversity advantages.
Successful collaborations are well-defined – identifying specific processes that will create value for both parties, according to Rosen. "Build trust, develop common goals, and the collaboration will likely succeed," he says.
Read more about the advantages of collaboration, in Distributor Collaborations Build Value, Local Influence.