B2B MANUFACTURERS PLAYBOOK
How to Build a High-Performing
Dealer Network
Attract, empower, and grow a network of dealers that sell more,
deliver better service, and stay loyal to your brand.
Building a strong dealer network means setting your dealers up for success with tools, information, and support they need to sell complex products quickly, accurately, and profitably.
This playbook shows you how to structure, enable, and scale a
dealer network that drives real ROI.
Quick Tip
Align your support with how dealers sell, not how you wish they sold. That’s the difference between being listed and being prioritized.
What Manufacturers Assume
- Dealers will push our product with a good margin.
- We’re one of their key vendors.
- More tools = better support.
- Training is a one-time event.
What’s Actually True
- Dealers push products that are easier to quote.
- You’re one of many. They balance a full brand mix.
- Dealers want fewer tools that actually work.
- Dealer teams turn over. Training must be ongoing.
A Day in The Life of a Dealer
8:00 - 9:00 AM: Respond to leads and inquiries
9:00 - 11:00 AM: On-site consultations
11:00 - 12:30 PM: Build and send quotes
1:00 - 3:00 PM: Customer and project management
3:00 - 5:00 PM: Admin, marketing, and preparation
Of partners strongly agree that the power has shifted from vendors selecting dealers, to dealers selecting vendors.
Source: Accenture
Old Approach
- Use dealers to move inventory locally.
- Share only basic product specs.
- Let dealers set their own standards.
- Announce changes irregularly.
- Focus only on order volume.
Smart Approach
- Equip dealers to sell complex products with confidence.
- Share full brand story, value proposition, and documentation.
- Set clear service, delivery, and customer handling expectations.
- Deliver real-time updates on specs, pricing, and inventory.
- Build loyalty through training, recognition, and ongoing support.
DESIGN AN ATTRACTIVE DEALER PROGRAM
Your dealers aren't only selling your products. They're also selling other brands, and sometimes even ones you wouldn't expect as competition.
If you don't make it easier and more profitable for dealers to sell your brand, someone else will. Your dealer program needs to set them up for success every step of the way.
Dealer Program Areas to Rethink
Product Offering
COMMON APPROACH
No real differentiation: same models sold everywhere.
HOW TO DO IT BETTER
Give dealers exclusive variants or regional rights.
Training & Certification
COMMON APPROACH
Basic onboarding and occasional webinars.
HOW TO DO IT BETTER
Provide structured training with fast-track certification and incentives.
Sales Process Tools
COMMON APPROACH
Dozens of disconnected brochures, PDFs, and tools that slow dealers down.
HOW TO DO IT BETTER
One 3D configurator that handles customization, quoting, and document generation in a single flow.
Marketing Support
HOW TO DO IT BETTER
Deliver editable marketing kits, showroom samples, and co-branded digital assets.
COMMON APPROACH
Basic brand brochures and logos.
Dealer Portal
COMMON APPROACH
Static resource center with outdated documents.
HOW TO DO IT BETTER
Dynamic portal with real-time product and pricing updates, deal registration, sales reporting, and training modules.
TRAIN AND CERTIFY DEALERS FOR SUCCESS
Signing up a dealer doesn’t automatically create a selling partner. B2B manufacturers who invest in structured dealer onboarding activate sales momentum early.
Those who don’t are left wondering why their dealers don’t generate results. Training isn’t about dumping manuals. It’s about building real sales capability from day one.
Pro Tip: The 3-Level Certification Framework
A tiered certification program is one of the most effective ways to drive dealer performance and loyalty. It gives dealers a clear path for growth, rewards engagement, and helps you identify your most capable partners.
Leading B2B manufacturers use this structure to increase quoting accuracy, improve customer experience, and build long-term dealer commitment.
Example of a 3-Level Dealer
Certification Framework
1
-
Product specs, basic use cases, quoting workflows.
-
Self-paced modules, 5–10 min each.
-
Dealer can generate accurate quotes with minimal support.
Bronze
Get dealers quoting confidently
2
Silver
Improve close rates and reduce returns
-
Objection handling, pricing strategies, install coordination.
-
Video demos, case studies, live webinars.
-
Dealer can present product value and handle basic installation needs.
3
Gold
Turn top dealers into
brand ambassadors
-
Advanced configurations, upselling techniques, marketing enablement.
-
In-person workshop or virtual bootcamp.
-
Dealer promotes your brand and generates inbound leads.
6-Month Dealer
Activation Timeline
MONTH 1
Dealer completes onboarding modules on product options, pricing structure, and how to use the 3D configurator.
MONTH 2
Dealer learns how your products are installed, what’s required at the site and how to explain the install process to customers.
MONTH 3
Dealer quotes, sells, and installs their first real project. You review the configurator setup, install quality, and post-sale steps .
MONTH 4
Dealer receives showroom-ready materials and training on how to use configurator visuals and outputs in campaigns.
MONTH 5
Dealer is trained to handle site problems, reorders, customer service situations, and coordinate with your logistics team.
MONTH 6
Dealer completes certification, submits a portfolio, and is eligible for lead referrals, higher margin tier, or partner recognition.
GIVE DEALERS THE TOOLS THEY NEED
Your dealers are selling in fast-paced, competitive environments. If quoting your product is slow, confusing, or error-prone, they’ll push something easier, even if your product is better.
That’s why leading B2B manufacturers give their dealers a small set of powerful, easy-to-use tools that cover everything from configuration to installation.
The Essential Dealer Toolset:
A 3D Configurator
The best way to empower your dealers isn’t with more PDFs or portals. It’s with a tool that does the work for them.
A 3D configurator can give dealers everything they need to sell quickly and accurately: product options, pricing, visuals, and install-ready outputs — all in one place.
Visual CPQ
Quote generation built into the configurator.
HOW IT WORKS
Dealers select options and dimensions directly in the configurator. The CPQ engine calculates pricing and displays it in real time.
WHY IT MATTERS
Dealers can generate complete, accurate quotes in minutes. No spreadsheets, no phone calls, no back-and-forth with your teams.
3D Visualization
See exactly what’s being configured in real-time.
HOW IT WORKS
The product updates visually as dealers adjust size, layout, or components. Every choice is reflected in a dynamic 3D model.
WHY IT MATTERS
Dealers can share a view-only version with customers, helping them clearly understand the product and its features.
Parametric Models
Millimeter-precise control over product dimensions.
HOW IT WORKS
The configurator supports arbitrary sizes for products and components. It adjusts to meet all rules and ensures the 3D model reflects the final product.
WHY IT MATTERS
Dealers can configure custom sizes on their own without involving your technical team—offering full flexibility while avoiding errors.
Modular Configuration
Combine components and features freely.
HOW IT WORKS
Dealers build products by selecting compatible modules. Rules enforced in the configurator prevent invalid combinations.
WHY IT HELPS
Dealers can design complex configurations quickly and accurately without worrying about errors or needing support from your team.
Manufacturing Output
Instant docs for production and installation.
HOW IT WORKS
The configurator generates BOMs, spec sheets, and install files as soon as the design is complete.
WHY IT MATTERS
Dealers get everything they need to move fast. And your team saves hours of manual work.
Additional Tips
Order Tracker
Let dealers check order and delivery status on their own
Install Readiness Checklist
Give dealers a mobile-friendly checklist to confirm site conditions before installation
Issue Reporting Form
Provide a fast, structured way to report missing parts, defects, or delivery problems.
Final Insights to Strengthen
Your Dealer Network
The best dealers don’t want to be managed
Give them the tools and information they need to sell efficiently, then let them operate independently.
Portals don’t build loyalty — smooth selling does
Dealers stick with the brands that make it easier to win deals, not the ones with more documentation.
Your internal complexity is not their problem
Dealers expect clear answers, fast support, and simple workflows. Not a crash course in your org chart.
“If you want your dealers to sell more of your product, you have to make it the easiest one to sell. That’s exactly what Salsita 3D Configurator is built to do.”
Ready to Make Your Product
the Easiest One to Sell?
Salsita 3D Configurator gives your dealers everything they need to sell complex products faster and with zero errors: configuration, pricing, visuals, and install docs, all in one tool.
→ Built for dealer workflows
→ Easy to integrate
→ Customizable to your product logic