Conducting an effective distributor meeting is more than just showing up and running through numbers. It requires a structured approach that ensures every conversation is strategic, productive, and action-driven. That’s where the BUILD framework comes in—our proven method for maximizing distributor meetings before, during, and after the call.

The BUILD Framework: A Step-by-Step Guide

BUILD stands for:

B – Build the Plan
U – Understand Needs
I – Investigate Opportunities
L – Listen & Learn
D – Drive Action

Each step plays a crucial role in making distributor meetings more impactful. Let’s break them down.

Step 1: Build the Plan

Success starts with preparation. Before meeting with a wholesaler, we ensure we have a clear strategy based on:

Review - Monthly and Yearly Priorities & Goals
Market Research – Analyzing sales trends, competitor activity, and consumer demand.
Sales Team Insights – Understanding how the distributor is currently positioning our brand, what their current priorities are out in the market, and aligning on how our brands can be better positioned and prioritized.
Strategic Selling Approach – Developing a data-driven pitch that aligns with the distributor’s business goals.
Ensuring Appointment is Set - At least one month in advance & agenda sent one week in advance

Step 2: Understand Needs

It's critical to assess what the distributor needs in order to be successful. This involves:

Asking targeted questions about their biggest challenges and priorities. This can be done with key stake holders, influencers, key retailers, and other team members.
Identifying gaps in their current portfolio that our brand can fill.
Aligning our objectives with their key sales and growth strategies.

By focusing on their needs rather than just pushing our agenda, we position ourselves as a valuable partner rather than just another supplier.

Step 3: Investigate Opportunities

Beyond surface-level discussions, we dig deeper to uncover real opportunities for growth by:

Reviewing sales data and account-level performance.
Identifying underperforming areas and strategizing improvement plans.
Walking the warehouse and reviewing inventory and competition.
Engaging at every level at the distributor
Exploring new placements, promotions, and market activations that align with both parties' goals.

Step 4: Listen, Learn & Provide a Consultative Selling Approach

A distributor meeting isn’t just about presenting—it’s about listening & gathering information. Effective salespeople:

Pay close attention to feedback from the distributor team.
Identify objections and concerns that need to be addressed.
Adapt their approach based on real-time insights from the discussion.

Step 5: Drive Action

A meeting without follow-up is a wasted opportunity. To ensure execution, we:

Summarize key takeaways and agreed-upon next steps.
Set clear timelines for actions and accountability.
Follow up with necessary tools, resources, and support to help the distributor succeed.
Send recap and follow ups within 24 hours of your meeting. Best practice would be to highlight any follow ups you have completed since the meeting occurred.

The BUILD Advantage

By following the BUILD framework, we transform distributor meetings from routine check-ins into strategic growth discussions. This structured approach ensures we maximize every opportunity, strengthen our partnerships, and ultimately drive more sales.

Are you ready to take your distributor meetings to the next level? Start implementing BUILD today and watch the impact it makes! Schedule a consultation and get your team trained and ready for their next meeting!

Winning Distributor Meetings with the BUILD Framework.