Imagine you’re a small manufacturer entering the U.S. market. You’ve decided the quickest route to growth is through distribution—getting dealers to carry your product line, promote your brand, and sell your models.

Before you walk into that first dealer meeting, ask yourself: what questions will they ask? And more importantly, which of those questions should you be ready to answer?

The Dealer’s Checklist

In a conversation with industry veteran Ingo Schiller, former president of Tadano, we outlined the questions dealers almost always ask when evaluating a new product or brand:

• Do our customers need it?

• Is there a real market for it?

• Can we make money on it?

• Will it cannibalize what we already sell?

• Does it fit with the rest of our portfolio?

• Will it give us an advantage?

• Do we have the staff to sell it?

• Who else sells it?

• What kind of marketing support will we get?

• Will the brand invest in us?

• Does the brand feel high-end?

• Will it open opportunities in adjacent markets?

• Will it help us acquire new customers?

The Role of Brand Strategy

The truth is, you need to be ready to answer all of these questions before you approach a dealer. And the place you answer them is in your brand strategy.

Good brands know their market size and their target audience. Great brands understand what their partners actually want: a clear path to profitability and a brand they can believe in.

That belief isn’t just rational—it’s emotional. It’s the same feeling that makes people choose YETI over Igloo, Ford over Chevy, or Carhartt over Dickies. Product quality and customer service are table stakes. What tips the scales is whether your brand makes people feel confident, proud, and excited to represent you.

Beyond Heavy Equipment

While this example comes from the crane and equipment industry, the lesson applies anywhere. Whether you’re breaking into consumer goods, SaaS, or healthcare, distribution partners ask the same fundamental questions.

Invest in your brand with the same seriousness you invest in product innovation. Because in crowded markets, it’s brand that earns trust, opens doors, and wins share—again and again.