What Is Distributor Training and Do You Need It?

25th May 2023

distributor training

Table of Contents

Unlocking the full potential of your distribution network can make all the difference in fiercely competitive business environments. But what is the secret to ensuring your distributors are well-equipped to represent your brand and products? Part of the process is providing well-structured distributor training.

In this blog, we unravel this vital aspect of supply chain management and delve into its numerous benefits for your business, exploring the ins and outs of distributor training, its importance and how to implement it for exceptional results.

What is Distributor Training?

The process of distributor training is educating and empowering your distributors to ensure they have the necessary skills, knowledge and resources to represent your brand and products effectively in the market. 

The primary goal of distributor training is to enhance the overall performance of your distribution network, leading to increased sales, improved customer satisfaction and a stronger brand image. 

To maximise the benefits of distributor training, developing a well-rounded program that addresses various aspects of the distribution process is essential. 

Here are the five key components to include in an effective distributor training program:

Product knowledge

A comprehensive product knowledge training module should cover:

  • Features and benefits of each product
  • Product specifications and technical details
  • Real-world applications and use cases
  • Competitive advantages over similar products in the market

Sales and marketing skills

This component of the training program should focus on:

  • Effective selling techniques and strategies
  • Target market identification and segmentation
  • Brand positioning and messaging
  • Promotional activities and tools

Customer service

Excellent customer service is integral to building lasting relationships with clients and fostering brand loyalty. 

Customer service modules in your distributor training program should address:

  • Active listening and practical communication skills
  • Problem-solving and complaint-resolution techniques
  • Building rapport and trust with customers
  • Understanding and meeting customer expectations

Inventory management

Efficient inventory management is vital for reducing stockouts, optimising storage space and minimising costs. 

Inventory management training should cover:

  • Forecasting demand and managing stock levels
  • Ordering and replenishment processes
  • Storage, handling and transportation best practices
  • Tracking and monitoring inventory performance metrics

Compliance and regulations

Adherence to industry regulations and compliance standards is critical for maintaining brand reputation and avoiding legal issues. 

Your distributor training program should include:

  • An overview of relevant laws and regulations in your industry
  • Explanation of company policies and procedures
  • Ensuring compliance with safety and environmental standards
  • Monitoring and reporting of compliance-related matters

Why is Distributor Training Important?

Training at every level of the supply chain is important for maintaining a uniform standard across all your sales channels.

Distributor training is also invaluable for gaining an edge in a competitive landscape. 

Improved sales performance

Equipping distributors with comprehensive product knowledge and refined sales techniques enhances their ability to present your products compellingly, tackle customer objections and close sales more effectively. 

Enhanced customer satisfaction and loyalty

When distributors excel in customer service, they can build stronger customer relationships, meet their expectations consistently and foster enduring brand loyalty. 

Loyalty between supplier and distributor is also improved when the distributor is supported and goals are aligned. 

Increased market penetration

Well-trained distributors can identify and exploit new market opportunities, enabling your products to reach a wider audience. 

They do this by leveraging their in-depth product knowledge and effective sales techniques to tap into different market segments or geographical areas your business may not have previously reached. 

Better inventory control and reduced stockouts

Distributors with proficient inventory management skills can optimise stock levels, ensuring products are always available when customers need them while minimising storage costs. 

Strengthened brand image

When distributors understand and adhere to industry regulations and your company’s standards, they contribute to maintaining a strong and respectable brand image.

Who Needs Distributor Training?

From businesses eager to grow and streamline their operations to newcomers in the distribution industry, a well-structured distributor training program significantly enhances performance and competitiveness. 

In this section, we’ll explore different groups that stand to gain the most from investing in distributor training.

Manufacturers looking to expand their distribution network

By ensuring your distributors are well-equipped with the necessary skills and knowledge, you can ensure that they represent your brand effectively in the market, help expand your product reach and drive sales growth.

Distributors seeking to improve performance and competitiveness

By enhancing your product knowledge, sales, customer service and inventory management skills, you can differentiate your business from competitors, improve your performance and establish a strong market position.

Businesses aiming to enhance their supply chain efficiency

Training distributors can manage inventory, respond to market changes quickly and ensure smooth and timely product delivery, contributing significantly to a more efficient and responsive supply chain.

Best Practices for Distributor Training Programs

Navigating the landscape of distributor training programs requires a strong understanding of best practices to ensure successful implementation. 

Here we guide you through essential considerations and strategic steps:

Assess your organisation’s specific needs

Before choosing a distributor training program, it’s essential to understand your organisation’s specific needs. 

  • What skills do your distributors lack? 
  • What areas of their performance could use improvement? 
  • Is there a need to increase product knowledge or improve customer service skills? 

Conducting a thorough needs assessment identifies the training areas that will provide the most value for your organisation.

Customise around your learner’s needs

Distributorships vary in size, maturity and the customers they serve.  Some have been in distribution for years, while others–especially in more rural regions–may just be getting into the business.

This diversity means a one-size-fits-all approach will not be ideal. Distributor training programs that take into account different capabilities and concerns help improve the outcome of the training.

Related reading: How to successfully implement training for external partners

Make the benefits clear

Convincing distributors to offer time for their staff to undertake training can be difficult. Some may see it as disruptive, or struggle to identify the concrete benefits of manufacturer-led training on their own business.

Use relevant metrics to speak for your program. The more you can connect how these strategies can affect KPIs like fill rate, the easier it will be to encourage distributors to support your training.

Considering the training format 

The format of the training program can greatly impact its effectiveness. While in-person training can offer interactive, hands-on experiences, online training provides convenience and flexibility. Blended learning, which combines in-person and online elements, can offer the best of both worlds. 

Consider your organisation’s capabilities, resources and participant preferences when choosing the training format.

Create accessible content hubs with a Learning Management System (LMS)

Distributors come from different locations, making it very difficult–and costly–to arrange live sessions with your entire distributor network.

Uploading training materials onto an LMS decentralises training. – distributors are free to catch up on courses or review material when the need arises. 

Online platforms also allow them to access information remotely–an indispensable feature as one of the responsibilities of salespeople from distributors is to regularly update their retailers.

Related reading: What are the Benefits of a Learning Management System (LMS)?

Track and monitor completion

Without the right push, completion rates for eLearning courses can be low. It’s not that learners do not want training. Without constant nudging, courses and lessons can fall behind other pressing, day-to-day tasks.

Encouraging third-party learners such as distributors to finish their courses can be even trickier. You can help drive engagement and completion by establishing accountability.

Appoint people from your customer development team to follow up with distributors after a certain period has elapsed. This data can be sourced using monitoring and reporting tools provided by a specialist LMS.

Related reading: 8 tips to improve your LMS course completion rates

Ask for feedback

Feedback is integral to any training program. It allows you to identify where you can streamline and improve the content and how to minimise the cost of training. Open, two-way communication also makes training seem like a team effort, rather than a mandate or an order.

These channels can even become a new way of collaborating with your distributors. Feedback can reveal weaknesses in your inventory management strategies and offer opportunities to improve your service and gain a stronger foothold in the region.

Conduct follow up training

The workforce of a distribution business, just like in any other company, will change over the years. Similarly, your business practices and goals will evolve and shift. New strategies can arise and challenge your approach to distribution.

Distributor training programs aren’t a one-and-done affair. Even the knowledge of long-term partners will need to be refreshed regularly. New learners need to be taught and you can’t rely only on your distributors to effectively pass down your business ethos.


Given the substantial benefits and potential returns, investing in distributor training is a strategic move for any business seeking to enhance its supply chain efficiency and competitiveness. 

Effective distributor training has the power to transform your business’s success. It equips your distributors with the skills and knowledge necessary to represent your brand effectively, drive sales growth and forge stronger customer relationships. 

The potential impact of distributor training on your overall business success should not be underestimated – it’s a strategic investment that can fuel your business growth and help you stand out in a competitive market.

Whether you’re a manufacturer, a distributor, or a new entrant in the distribution industry, taking the time to train and empower your distributors will undoubtedly yield remarkable results.

Ready to learn how to implement a successful training program? Read our latest blog ‘How to Successfully Implement Training for External Partners‘ for insights, tips and strategies.


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