Protecting Your Turf:
A Conscious Decision, A Conscious Effort
 

FingerTec Worldwide’s distribution model is conventional where products are supplied to distributors, which then distribute them to retailers. This distribution model does not only require loyalty from all parties, it also demands commitment from all levels to get to the desired end-results for everybody. It is however a common knowledge that conventional distribution model is not a perfect distribution model, that it is a time-tested system, that it requires well-established partners to make it work. This distribution model is prone to generate conflicting interests from all parties where producers/manufacturers want to sell as many products as possible to any parties interested, retailers/resellers try to bypass distributors to get the best price they could get from distributors and distributors / wholesellers try to squeeze producers’ margin the best they could in an effort to offer better price to bait resellers. Any slip up from any parties could jeopardize the system’s stability where

distributors might drop carrying the brand/products altogether, resellers might refuse to buy from distributors who fail to offer them the demanded price and producers themselves are in dilemma to maintain loyalty without good orders or to lose loyalty and receive some ad hoc orders.  Generally speaking, in conventional distribution model, every party acts to protect their own best interest.

 

FingerTec Worldwide has been in this business for nearly a decade and we have been deploying the conventional distribution model since then. It’s not a walk in the park and it has been constant efforts to please every involved party. For the past 4 years, we have been approached by various parties from around the globe, which demand “exclusivity rights” for their region(s). Acquiring exclusivity rights is similar to a marriage proposal or a promise of monogamy where once your proposal is accepted it comes with responsibilities. Responsibility in the sense that one party shall remain loyal to the other and the other party shall perform its expected responsibilities without fail. This commitment where everybody understands and agrees to but seldom complies, consciously. A husband knows that he is expected to be loyal to her wife but on occasion, deliberately he cheated and expected the wife to understand. The wife knows that she needs to stay loyal to the husband, yet other guys seem appealing when the husband is the cheating one. You catch my drift.
 

We always welcome any parties who want to sign for exclusivity rights with us. Many always come with presentations about their successful stories and their “capabilities” to drive the market with FingerTec. At the end of the day, we say you have to “Walk the talk” or talk is just cheap. Once the deal is seal the question is, how to ensure relationships based on exclusivity rights is sustained healthily between all parties? On our part as a producer, we expect performance. Performance is a big word, which to us measurable by sales figure as well as efforts that come from our distributors. Substantial sales figure is highly desirable but at the same time we want to observe your conscious efforts to support FingerTec® as a brand and to market FingerTec® as a brand.

Not only as one of the brands available in the market but as THE brand that promotes simplicity yet high technology products to the clients. The brand strategy and the brand value between FingerTec Worldwide and you must be in
sync. Sensibly, the amount of efforts is positively correlated to the level of success anyone achieves; the reverse is rare. We truly value partners that put a lot of efforts in marketing FingerTec at their level best. In this situation, sales figure becomes secondary and we are willing to work hand in hand with you to achieve our (both parties) desired targets.
 

There are occasion when we are expected to remain exclusive when sales amount are not met and no efforts or active communications between parties are present. Similarly, when a wife is expected to remain loyal when she receives no financial support, emotional support and the husband prefers to stay silent or worse, away. Well, maybe a wife can wait and stay loyal at her own discretion but should she? Communication is an integral part to ensure this conventional distributional model works. Communications from all levels to discuss strategies, obstacles, problems, issues, etc is preferable to resolve matters with a win-win outcome. Keeping silent, not achieving targets and expecting the other party to main loyalty is too demanding.  For us as manufacturer, not communicating with our partners, not highlighting any issues which bother us and/or deciding to terminate exclusivity without discussion is also too mean to be done to our distributors. Constant communication to reach an understanding must be initiated and sustained to achieve our goals to bring FingerTec® brand to fame, worldwide.  Efforts must come from both sides to maintain healthy relationships; problems can be resolved effectively when both sides are willing to listen to rectify whatever issues we have. In this era when communication is cheap, I welcome you email to ana@fingertec.com or skype me at ana_tia to discuss our matters in details. 

In short, when it’s a conscious decision to go for exclusivity, it should be a conscious effort to make sure that it’s working.
 
Norana Johar, Manager
International Sales & Marketing Department
FingerTec® Worldwide
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