Why is it easier for Dell to run Influencer Marketing activities?

In an indirect channel model, Influencer Marketing is hard work. The main problem for Vendors selling through an indirect channel is that they are not actually in any form of business contact with the Influencer. It could be a Consultancy or a System Integrator, but they are not reselling the Vendor’s products, they are not either necessarily in a business relationship with the Reseller or the Distributor.

So how do you reward an influencer for convincing their client to buy a particular Brand? The only way is to write him a cheque and that is where things get difficult. What audit trail do you have? The Influencer says he convinced the customer to buy your stuff, the Reseller invoiced and installed it, the Distributor bought it from the Vendor and shipped it to the Reseller. You now need to convince your Finance department to write a cheque…not easy.

In a direct sales model, companies like Dell actually invoice the End User that was “influenced”. They therefore have direct visibility of the whole business process and can therefore pay a commission to the Influencer who reported the opportunity.

In the Pharmaceutical industry, the influencer is the Doctor (GP) who prescribes one medecine rather than another. And in certain countries, the Pharmaceutical companies monitor the sales of their branded molecules via the pharmacies situated in the vicinity of a medical practice. This gives them a view of which GP is doing a good job at promoting and prescribing their products. They might then invite the most influencial GPs on a study tour of -say- the Seychelles.

In the IT business, Vendors go to a lot of trouble to influence the Influencers. Its tough, but if you crack it, it really does pay off.

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