Selling Through Channels with Peter Ashley

Mark McGraw chats with Peter Ashley, the VP of Business Development at Applied Information, about the keys to selling through distribution. Peter shares insights on choosing the right distribution partners, gaining mindshare, reducing friction, and adapting to different sales personalities.

To find our handout for this episode, click here.

Tune in to hear how video marketing, third-party testimonials, and personalized training can help distributors sell more of your product.

• Peter starts by explaining why selling through distribution works.
• Mark and Peter reveal why many companies choose distribution partners--to leverage existing relationships and industry connections.
• According to Peter, the biggest benefit of selling through channels is that you get to expand without building a massive sales team.
• Peter’s three business growth strategies: selling more to existing customers, expanding geographically, and developing new products.
• Mark explains why maintaining trust between manufacturers and distributors is critical to success.
• One of the biggest mistakes a manufacturer can make is bypassing their distributor to sell directly to the customer. Peter warns that this damages trust and can cause distributors to stop prioritizing your products.
• Peter breaks down what to look for when selecting a distributor.
• Understand that sales teams will vary in quality. Mark discusses the reality that not all salespeople are equal, so you can’t expect everybody in your team to be a top performer.
• Distributors carry multiple product lines, so how do you make sure they focus on selling yours?
• Mark and Peter discuss ways to get distributors engaged, motivated, and excited about your products.
• The benefits of reducing friction for distributors. Mark and Peter explain why reducing obstacles—like confusing pricing, slow delivery, or complex training—leads to more sales.
• Peter covers the dos and don’ts of handling business challenges with distributors. Every business relationship will face challenges, but addressing issues quickly, transparently, and fairly helps maintain long-term partnerships.
• Peter highlights that simply having a distributor isn’t enough—you need to actively work to support them. Providing marketing materials, sales incentives, and ongoing training ensures your product stays top of mind.
• When working with a distributor, everyone must understand their responsibilities. Mark discusses why defining who handles sales, demos, installation, and customer service eliminates confusion and improves efficiency.
• Why sales training must be personalized – Not all salespeople learn the same way or have the same experience level. Peter shares why it’s critical to tailor training approaches to different personalities and skill levels to maximize success.
• For Peter, one of their most effective strategies for building strong distributor relationships is video marketing.
• How third-party testimonials build credibility – People trust recommendations from their peers more than direct sales pitches.
• Peter shares why their marketing strategy prioritizes video over traditional brochures or manuals, as it engages audiences more effectively.
• Mark and Peter discuss long-term distributor relationship management.
• Successful partnerships require ongoing support. Consistently providing value—whether through sales assistance, co-marketing, or exclusive insights—keeps distributors engaged and loyal.
• How to keep your salespeople focused on top products.
• Innovation is crucial, but it can also be distracting. Peter discusses how they balance product development with ensuring sales teams remain focused on selling the company’s most profitable and in-demand products.

Mentioned in This Episode:

BuildingYourSalesEngine.com/follow

Sandler.com

BuildingYourSalesEngine.com/sandler

Peter Ashley on LinkedIn

AppInfoInc.com

Applied Information on YouTube

BuildingYourSalesEngine.com/15