Through comprehensive training sessions, Su-kam empowered its dealers to become true product experts. This knowledge not only helped dealers sell more effectively but also instilled a sense of confidence and pride in the Su-kam brand. As dealers became more proficient in explaining the benefits and features of Su-kam products, they were able to position the brand as a leader in the market. Su-kam distribution strategy paper

By investing in product training, Su-kam strengthened its brand and cultivated a loyal customer base. Satisfied customers who understood the value of Su-kam products were more likely to recommend the brand to others, creating a positive word-of-mouth effect.

In conclusion, Su-kam’s unwavering dedication to product training was pivotal in its brand creation and subsequent success. By empowering its dealers with knowledge and expertise, Su-kam established itself as a trusted and respected name in the industry.

Beyond the Product: Su-kam’s Distribution Strategy

Distribution creation in Su-kam by Kunwer Sachdev, founder Su-kam in India “Training of Dealer and Distributors through Dealer Meets

Beyond the Product: Su-kam’s Distribution Strategy

Started the training of Dealers and Distributors

“As the founder of Su-kam, I spearheaded dealer and distributor training initiatives by travelling extensively across India. I conducted at least 100 dealer meets annually, accompanied by a dedicated team. To ensure a professional and impactful experience, I insisted on strict discipline, meticulously planned stage setups, product displays, and live demonstrations of our latest innovations. I was committed to personally training dealers and distributors, sharing my knowledge and expertise firsthand.”

“Over my career, I conducted over 1000 dealer meets across India, reaching even the most remote regions from Kashmir to Kanyakumari. I visited all seven northeastern states and all southern states. Our dealer meets were highly anticipated, and new product launches consistently increased sales. I adopted a mentorship approach, educating dealers about emerging technologies and industry trends.

“Imparting knowledge to our employees and dealers could be frustrating at times. Many needed a genuine interest in learning about technology and product features. This was particularly evident when we introduced solar products. Educating our team and dealer network about this emerging technology was a significant challenge. It required persistent effort, patience, and innovative training methods to overcome these obstacles.”

“Conveying the intricacies of solar technology to our employees and dealers was a formidable task. Despite our efforts, many remained unfamiliar with solar energy, even today. I believe we fell short of our goal in educating our team and dealer network to the desired extent. Unfortunately, our competitors often poached our talented employees. However, I take pride in having trained numerous individuals who now contribute to the solar industry. It is gratifying to see them succeed and acknowledge the value of my mentorship.”

“Through extensive experience conducting dealer and distributor meets, I gained valuable insights into the mindset and motivations of these individuals. Recognizing my expertise in this area, I began receiving requests from multinational companies to train their employees in distribution channel management. This marked a significant milestone, validating my ability to share my knowledge and experience with a broader audience.”

After conducting several training sessions for multinational companies, I realized that I had become a recognized expert in distribution channel management. I am currently searching for old photographs from my dealer meet days, which I will share once I find them. I began conducting these meetings in 2003 and continued this practice until 2017, witnessing a gradual improvement in their effectiveness over time.”

Creating dealer meets and incorporating comprehensive product training were instrumental in establishing the Su-kam brand. At the time, I underestimated the significance of product training, often focusing solely on providing schemes and securing orders. However, I soon realized that conducting effective product training was a formidable challenge but a highly rewarding endeavor. Through these training sessions, I was able to build not only the Su-kam brand but also my brand “Kunwer Sachdev.”

Key takeaways from this story:

• • The Power of Product Training: Su-kam’s unwavering commitment to product training was a key differentiator in the market. Su-kam built a strong brand and customer base by empowering dealers with knowledge.

• • Building Relationships: My involvement in dealer meets fostered solid relationships and trust within the Su-kam network.

• • Adaptability and Resilience: Despite facing challenges, Su-kam demonstrated adaptability and resilience throughout its journey. The company’s ability to learn from its experiences and pivot when necessary was crucial to its success.

• • Mentorship and Legacy: Even after Su-kam’s bankruptcy, Kunwer Sachdev’s legacy of mentorship continues to benefit the industry. His experience and expertise are valuable assets for companies like Su-vastika.

In essence, Su-kam’s success story is a testament to the power of practical product training, strong relationships, and a commitment to continuous learning and improvement.

I hope to share my insights and experiences in a book about building a successful distribution channel.”

Beyond the Product: Su-kam’s Distribution Strategy