Tips for Success: 10 Top Resellers
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Transcript of Tips for Success: 10 Top Resellers
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Global Marketing Partners, Inc. | 28038 Dorothy Drive Agoura Hills, Ca. 91301 USA | All Rights Reserved 2
© 2012 Global Marketing Partners, Inc.
No part of this eBook may be reproduced in any matter without the
express written consent of Global Marketing Partners, Inc.
Tips for Success
10 Top Resellers
Who they are. How to sell to them.
Disclaimer This guide was written based on a several decades of combined experience in launching thousands of products through hundreds of companies in the channel. While we hope this guide is helpful and offers you some wisdom and new insight, our attorneys want you to know that it is not designed to incorporate every piece of information anyone would need to know about working with these resellers. Likewise, all products are different and results vary widely, so use any advice provided here at your own risk.
Amazon.com dominates Internet sales with over 20% of ALL
on-line purchases in the U.S. going through the etailer. They
offer everything from books and electronics, technology
products, sports equipment, jewelry and much more.
How to Get Listed on Amazon.com:
You can open your own store on Amazon, but you’ll have to
drop ship all your orders until sales reach the Amazon Prime
volume levels necessary for Amazon to take on stock.
A better route is to partner with Ingram Micro. Ingram fulfills
orders for Amazon and virtually every product in their catalog
appears on the Amazon.com website for sale by Amazon.
Multiple other resellers also take the Ingram Micro’s
catalog and offer it on Amazon’s marketplace.
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Amazon.com
Global Marketing Partners, Inc. | 28038 Dorothy Drive Agoura Hills, Ca. 91301 USA | All Rights Reserved
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Finding Success with Amazon.com
● Create Rich Content No matter what kind of product you have, the consumer wants to see it before they buy. Imitate, the best you can, the experience of holding the product by providing Amazon with at least 3 high quality pictures showing different angles, also upload a demonstration video and key details of your product.
● Glance (click) Views How many users are “clicking” on your products page? If you are going through a distributor, offer Amazon a very special price to get on “Best Deals” section. Best Deals section requires 20% or more off on your product(s) to be considered for placement.
● Product Reviews On-line sales are made and broken based on user product reviews. Use social media to drive a 5 star drive and participate in Amazon’s Vine Program to get visibility for people to come review your products.
Global Marketing Partners, Inc. | 28038 Dorothy Drive Agoura Hills, Ca. 91301 USA | All Rights Reserved
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Newegg Inc. sells more than 3 million products. At one point
Newegg was most famous as a store for high-end gamers, but
now Newegg targets a wide range of consumers from tech-
enthusiasts to novice e-shoppers.
Newegg.com
How to Get Listed on NewEgg.com
NewEgg buyers are most open to new
products that bring their consumers great
value. Approach them direct or through your
primary distributor such as Ingram Micro or
D&H. Ingram’s NewEgg team is especially
helpful with pitching new products and
setting up promotions with this reseller.
Global Marketing Partners, Inc. | 28038 Dorothy Drive Agoura Hills, Ca. 91301 USA | All Rights Reserved
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Finding Success on NewEgg.com
Run promotions
NewEgg’s Shell Shocker, Featured
Daily Deal and Eggxtra segments move
thousands of product. To get included, offer free
shipping with the product in stock and ready to ship, high
discounts coupled with high margin for Newegg and
instant rebates for specific time periods
Rich Content
Provide multiple product shots,
video and detailed product
descriptions.
Global Marketing Partners, Inc. | 28038 Dorothy Drive Agoura Hills, Ca. 91301 USA | All Rights Reserved
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Walmart.com’s customer promise is
low price on everything from
Computers and Electronics, Photo,
Mobility, Media, Video Games, Home
& Appliances, Furniture & Home
Entertainment, Toys, Health & Beauty,
Baby & Pet Care and Office Supplies.
Walmart.com
How to Sell to Walmart.com
Ingram Micro has a fulfillment agreement with walmart.com and is
helping them to increase their product line assortment. If you have
a partnership with Ingram, ask your product manager or the Ingram
AR for the appropriate Walmart.com SKU set up form. SKU set
ups do get back logged so prepare to wait 2-3 months for your
listing to appear.
Global Marketing Partners, Inc. | 28038 Dorothy Drive Agoura Hills, Ca. 91301 USA | All Rights Reserved
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Great Product Reviews: Wal-Mart customer search the internet
for good product reviews before they purchase. So make sure
you’re getting full stars.
Site-to-Store: Most Wal-Mart customers like to have product
shipped free or for 97 cents to their closest Wal-Mart store.
Leveraging this promotion by supporting the shipping fees can
make or break sales.
Value Pricing: Wal-Mart customers are
some of the most price conscious
consumers, as Walmart is heavily
focused on providing the lowest prices.
So you’ll need an extraordinary price or
bundle deal that screams value to the
consumer.
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Finding Success on Walmart.com
Global Marketing Partners, Inc. | 28038 Dorothy Drive Agoura Hills, Ca. 91301 USA | All Rights Reserved
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Buy.com competes head to head with
Amazon.com. The site sales millions of
products in categories ranging from
computer hardware and software to
electronics, cellular, books, movies, music,
sporting goods and more.
Buy.com
How to Sell to Buy.com
Buy.com utilizes multiple distributors to fulfill customer orders
although their primary wholesale partner is Ingram Micro.
Products SKU’d as open items appear on Buy.com’s website.
However, Buy’s system is programmed so that a minimum of
10 physical units must appear in stock or the product will drop
off the site.
Global Marketing Partners, Inc. | 28038 Dorothy Drive Agoura Hills, Ca. 91301 USA | All Rights Reserved
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Pricing: Buy.com is a online e-commerce
marketplace and therefore has a price
competitive sales environment. To be
successful you must have compelling pricing,
promotions and/or exclusives for Buy.com.
Inventory: Having inventory in stock at your
distributor to cover the promotion you are
running with Buy.com is essential since both
the product and the promotion will disappear
from the site if stock quantities fall below 10
units per distribution warehouse.
Promotions: Offer a very tempting promotion
to get into a Buy.com email blast to get visibility
to their customer base. All items must be: a)
over $25.00 & less than 15lbs. or; b) 15-25 lbs
& greater than $150 to receive free shipping.
Finding Success on buy.com
Purchased by Japanese company Rakuten, Buy.com is slowly undergoing a name change and will eventually only be known as “rakuten.com”
Global Marketing Partners, Inc. | 28038 Dorothy Drive Agoura Hills, Ca. 91301 USA | All Rights Reserved
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Costco.com Costco is a members only
warehouse club originally
designed to help small-to-
medium-sized businesses
reduce costs in
purchasing for resale and
for everyday business
use. However, the 598
store chain also sells to
Individuals for their
personal needs.
Costco.com expands on
the stores selection selling
a wide variety of
consumer electronics,
household goods,
clothing, jewelry and food.
Global Marketing Partners, Inc. | 28038 Dorothy Drive Agoura Hills, Ca. 91301 USA | All Rights Reserved
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How to Sell to Costco
Buyers for Costco stores are looking for unique values.
i.e. bundles that include something extra along with the
main item. Also, for many items, Costco requires
special theft-proof clam shell packaging, so they’ll
consider your item more if you come prepared to show
them how you will package it for their stores.
Tips for Costco Success
Exclusive Offer: Costco requires exclusivity on many
SKU’s , prices or bundles.
One Hot Offer: Typically, Costco takes on one SKU
from manufacturers that is compelling and provides
extraordinary value to their members
Must accept Costco’s Terms & Conditions:
Manufacturers are required to offer their products at the
Costco T’s &C’s.
Global Marketing Partners, Inc. | 28038 Dorothy Drive Agoura Hills, Ca. 91301 USA | All Rights Reserved
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CDW CDW is a technology solutions provider for small-medium
businesses, government, education and healthcare. Their
model is driven by sales through personalized account
managers and highly integrated vendor relationships.
How to Sell to CDW
CDW buys products based on customer demand. So if you
want to harness CDW’s enormous selling power, start
creating demand with their vertical market customers.
You will also need a distributor
like Ingram Micro, TechData
or Synnex as CDW prefers to
make full solution purchased
through national distributors.
Mobility, Digital Signage, Networking, Security, Healthcare, Video-conferencing, Cloud & Services.
Global Marketing Partners, Inc. | 28038 Dorothy Drive Agoura Hills, Ca. 91301 USA | All Rights Reserved
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Provide Leads. CDW is a great reseller partner but
“partnership” is the key. For the greatest success,
instead of selling direct to the verticals, push
customer leads through CDW. List them on your
website and work with CDW sales associates to fill in
missing gaps on the reseller’s big solution contracts.
For Success with CDW
Global Marketing Partners, Inc. | 28038 Dorothy Drive Agoura Hills, Ca. 91301 USA | All Rights Reserved
CDW GETS IT
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Bestbuy.com, Best Buy’s on-line store specializes in
consumer electronics, mobility, video games,
technology products, office equipment, appliances.
BestBuy.com
How to Sell to Best Buy.com
While products sold in Best Buy stores undergo stringent
Geek Squad testing, you can get your product set up
with bestbuy.com by partnering with the right distributor
like Ingram Micro or Navarre. However, products are
not automatically included from the wholesaler’s
catalog and Best Buy will screen
submissions prior to inclusion.
Ask the disti account
rep handling Best Buy
to help get you set up..
Global Marketing Partners, Inc. | 28038 Dorothy Drive Agoura Hills, Ca. 91301 USA | All Rights Reserved
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Margins: Most categories require at least 40%
margin and sometimes, a back-end rebate.
Start Online: Start on-line before launching in stores
if you are a newer manufacturer. High on-line sales can
lead to store placements. FYI, stores typically require
pure consignment and full stock rotation rights & a
minimum 2000 piece initial orders. So budget your
cash/credit position if want physical store presence.
For Success with Best Buy.com
Run Daily Deals: Work with your disti sales
rep to propose a Daily Deal. Best Buy’s daily
deal section offers flash sales on items with
steep discounts. If you pick one product for a
daily deal loss-leader, sales typically increase
on the full line.
Global Marketing Partners, Inc. | 28038 Dorothy Drive Agoura Hills, Ca. 91301 USA | All Rights Reserved
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Fry's Electronics is a great way to test the waters with brick
and mortar retail. It is a regional chain with 34 themed
stores ranging in size from 50,000 to over 180,000 square
feet and an on-line store for Internet shoppers. Appealing to
the true computer geek, Fry’s is famous for moving large
volumes of product and being open to cool new stuff.
Fry’s Electronics
How to Sell to Fry’s
Fry’s has a virtual open-door policy to
view new vendors. One day a week,
vendors can come in to their San Jose
office and pitch product to the buyers.
Call to make an appointment before you
book your trip though because sometimes
the buyers are gone on store visits.
Global Marketing Partners, Inc. | 28038 Dorothy Drive Agoura Hills, Ca. 91301 USA | All Rights Reserved
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Maximize Success with Fry’s
Store Training: Fry’s has a very hands-on sales staff.
You can schedule times with store managers to conduct
training sessions. Tip: Bring pizza and snacks.
Detailing: Hire a detailing company to visit stores and
maximize your shelf appeal.
End Caps: The Fry’s buyers like to sell vendors end-
caps, which can be a very effective way of bumping up
sales volume. However, make sure you get a return on
your investment by creating end-cap signs, sending in
detailers to insure the end cap goes up in all stores and
are beautifully stocked. We also recommend sending
sales trainers into the stores on the week-ends during
your end-cap to set up a table and run consumer demos.
Global Marketing Partners, Inc. | 28038 Dorothy Drive Agoura Hills, Ca. 91301 USA | All Rights Reserved
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OfficeDepot.com is the on-line store for the 1,100+
North American store chain of Office Depot. They sell
more consumer electronics than their two major
office-supply chains competitors: Office Max and
Staples. In addition to office supplies, Office Depot
sells computers, software and office furniture. Tech
Depot is the portion of Office Depot that focuses on
small-to-medium businesses, education and the
federal government.
OfficeDepot.com/Techdept.com
How to Sell to Office Depot’s dot coms Get listed on both Officedepot.com and techdepot.com by
working with your distribution account rep to present and set-
up product. Both sites utilize 3rd party wholesalers to fulfill
their catalog and drop ship orders to customers.
Global Marketing Partners, Inc. | 28038 Dorothy Drive Agoura Hills, Ca. 91301 USA | All Rights Reserved
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Consumer Electronics & Business Focus:
Maximize Office Depot’s CE selling
power by offering unique CE bundles
that fill in gaps and appeal to SMB
customers. Think SMB in your product
description and messaging and promotions.
Great Margin: Make sure you’re offering at least a 40%
margin for the retailer or typically your
products will be priced higher than your
product appears at other retailers, which can
slow down sales.
For Success with Office Depot
Global Marketing Partners, Inc. | 28038 Dorothy Drive Agoura Hills, Ca. 91301 USA | All Rights Reserved
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Staples is the No. 1 office-supply specialty chain. Focused
product categories include: consumer electronics,
computers, computer accessories, office supplies, digital
imaging, personal A/V, home office and accessories.
Staples
How to Sell to Staples
Staples stores require a high margin from 40% to 60% on
computer accessory and mobility type products. When you
pitch your product to the buyers, be prepared with the right
price, but make sure you’re leaving room for disti margin
and spot promotions.
You can start with the Staples.com online store if
you are Ingram Micro vendor. Ingram fulfills orders
to the Internet store and you can work with the
distributor’s Staples account rep to get your
products SKU’d up.
Global Marketing Partners, Inc. | 28038 Dorothy Drive Agoura Hills, Ca. 91301 USA | All Rights Reserved
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Exclusives: Offer exclusive deals to Staples that other
retailers don’t have . It can be a unique product exclusive
to Staples only, or bundle with an add-on that accompanies
your product and isn’t available to other retailers.
Roll Your Promos: When running a promotion at Staples,
be sure and set up a rolling calendar so you aren’t doing
the same promotions at other office stores at the same time.
For Success with Staples
Category Pages: Buy spots
on Staples.com category
pages while running
promotions to build your brand
and maximize sales.
Global Marketing Partners, Inc. | 28038 Dorothy Drive Agoura Hills, Ca. 91301 USA | All Rights Reserved
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ABOUT GLOBAL
Global Marketing Partners is a full solution market
incubator and distributor of emerging technology
products. We focus on innovative IT and CE
companies in their early to mid-growth stages.
Global Marketing Partners, Inc. | 28038 Dorothy Drive Agoura Hills, Ca. 91301 USA | All Rights Reserved
Contact Us:
Global Marketing Partners, Inc.
818.713.2700
Micah De Jonge, Product Manager
Mike Robinson Product Manager