It’s always important to remember that when you’re trying to get the channel to tell your story, you ultimately have to understand the audiences they serve. Which means - you need to understand your buyers. Luckily, there’s a predictable model that describes how receptive people are to new ideas and products. Each category of buyer has a different receptivity to new products and services. Here’s how they think:
Innovators are looking for something new and exciting
Early Adopters want to experience a breakthrough
Early Majority want what everyone else is getting
Late Majority want a brand they can trust
Laggards will use what you’re selling eventually because it’s now a commodity.
And there are Retellers that appeal to each market category. Once you understand what group your product or service appeals to - tell them what they want to hear.
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About the Reteller Channel
Just as products flow through “Reseller” Channels information about them flows through “Reteller Channels.” Ultimately – Retellers are people who influence decisions & buying behavior in the markets you serve. They add value to the story because of the trusted relationship they have built with their audience.
If you have a B2B product, your retellers range from members of the media, industry leaders, bloggers, peers and ultimately the chain of people within the organization you are trying to sell to.
If you are selling a B2C product your retellers include members of the media, bloggers, industry leaders – and ultimately social networks.
In order to get the reteller channel to work for you, you need to know:
a) Who the Retellers are
b) How to reach out to them
c) How to craft stories that they’ll want to tell
If you have a B2B product, your retellers range from members of the media, industry leaders, bloggers, peers and ultimately the chain of people within the organization you are trying to sell to.
If you are selling a B2C product your retellers include members of the media, bloggers, industry leaders – and ultimately social networks.
In order to get the reteller channel to work for you, you need to know:
a) Who the Retellers are
b) How to reach out to them
c) How to craft stories that they’ll want to tell
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About Us
Meghan O'Sullivan is the founder of O'Sullivan Communications, Inc. For nearly two decades she has developed results-driven, cost-effective marketing programs for companies looking to build credibility and name recognition within specialty markets. She subscribes to a fundamental philosophy about marketing - Facts Tell. Stories Sell.
Gabe d’Annunzio has over four decades of experience in developing and implementing marketing programs that effectively translate technological innovation into high-value customer benefits. During his career he has worked with a cross section of industries including computer hardware and software, biotechnology, system integrators, telecommunications, medical devices and consumer electronics.
Gabe d’Annunzio has over four decades of experience in developing and implementing marketing programs that effectively translate technological innovation into high-value customer benefits. During his career he has worked with a cross section of industries including computer hardware and software, biotechnology, system integrators, telecommunications, medical devices and consumer electronics.