How to Use “Pull Through” to Sell More Through Distributors and Channel Partners (Ask Jeb)

Ross from Houston faces a common challenge in channel sales: how do you create brand preference for your product when you’re selling through distributors who carry multiple competing lines and competitors who undercut your price? His company builds industrial dust-collection equipment and ducting, but they don’t sell direct—meaning they rely heavily on distributors, contractors, and engineers to choose their brand over cheaper alternatives. Below, you’ll find key insights on how to drive more “pull-through” sales to your channel partners and convince every stakeholder—from designers to installers—to pick your product. Why Pull-Through in Channel Sales Matters When you sell through distribution, you lose a lot of direct control. Your product is on the shelf (literally or figuratively) alongside competitors, and the distributor or contractor can often steer buyers toward any brand they choose. Pull-through happens when the end user, contractor, or engineer specifically requests your brand—making your distributor the middleman who fulfills the preference you created. Educate & Collaborate With Specifiers Ross’ sales team already does lunch-and-learn sessions with engineering firms. Those engineers create the specs that contractors must follow, so if your product is “baked in” early, that’s a massive advantage later when the contractor goes shopping. But the real test comes when the contractor or installer sees a cheaper alternative on the distributor’s line card. Key Steps: Educate engineers on the deeper value and functionality of your product, so they’ll insist on it in their specs. Collaborate with contractors. Even if they’re not the final decision-maker, they can heavily influence whether your premium line or a cheaper knockoff is chosen. Brand Preference vs. Price Objections The toughest hurdle for a premium brand is the classic price objection. If the competitor’s line undercuts you, how do you prove your extra value? Unearth the Real Cost of Going Cheap. Show specifiers and end users the Total Cost of Ownership—that cheaper or less-robust solutions can lead to higher maintenance, safety issues, or inefficiencies down the line. Highlight Success Stories. Gather testimonials or case studies from buyers who saved time, boosted reliability, or lowered total cost of ownership by choosing your brand. Create Tools and Guides. Develop clear documentation or ROI calculators that help buyers see beyond sticker price—especially useful if the distributor’s rep isn’t fully equipped to present your value. Dealing with the Distributor as a Gatekeeper You can do all the contractor or engineer training you want, but if the distributor’s inside salesperson steers a buyer to a cheaper product, you still lose. That’s why building the distributor relationship is non-negotiable. Action Items: Train the Distributor’s Sales Reps. Show them exactly how to pitch your brand’s advantages, from installation ease to long-term reliability. Reward Them for Advocacy. If possible, offer spiffs or incentives when they successfully sell your line. In some cases, highlight how your product can reduce their support headaches and returns, making their life easier. Co-Sell on Big Deals. Bring major opportunities to the distributor, or volunteer to go on key calls together. When you help them close deals, they become more loyal to you. Get Proactive and Strategic One pitfall in channel sales is that your rep can become just a “help desk” for the distributor—always fixing problems instead of actively driving new deals. But a proactive approach can turn that support into a competitive edge: Offer On-Site or Virtual Coaching. Whenever the distributor or contractor hits a snag, your rep steps in, demonstrating expertise. This builds trust and brand loyalty. Balance Support with Hunting. While your reps should help, they also need time to create demand among engineers, contractors, and end users. If their entire day is spent resolving small issues, they’ll miss bigger opportunities. Combine Marketing and Sales Efforts To truly differentiate your product, marketing must work hand-in-hand with sales. You need targeted content—white papers, case studies, videos, ROI calculators—that highlight your product's unique benefits. Ensure your sellers share these assets during lunch-and-learns, in prospecting emails, or at trade shows. Possible Tactics: Webinars. Showcase how your product solves real problems more effectively than DIY or cheaper alternatives. Distributor Portal. Provide easily accessible resources (FAQ sheets, training modules) that help the distributor’s reps pitch your product with confidence. Customer Spotlight Videos. Interview customers who switched from cheaper knockoffs to your premium brand—and never looked back. Putting It All Together Ultimately, it’s about controlling the narrative and making sure every stakeholder sees the bigger picture. You’ve got to hammer home: “Sure, there’s a cheaper widget over there. But ours wins on performance and total cost of ownership.” If you can get that message across in channel sales early—before anyone starts price shopping—then you’ll have a far easier time at the final point of sale. Building pull-through demand in a channel sales environment requires a multi-pronged approach. You must: Educate so your product is specified from the start. Convince users that your brand is worth the investment and eliminates future headaches. Equip distributors with simple, persuasive messaging that helps them advocate for you over the competition. Demonstrate unwavering support and expertise whenever they need it. When done right, this synergy creates a ripple effect. Engineers specify your line, contractors request it by name, and distributors become your ambassadors. Follow this playbook consistently, and watch how quickly “we’ll consider your product” turns into “that’s the only product we’ll consider.” If you're facing a sales or leadership problem and have a question for me, head over to to salesgravy.com/ask and we'll get you on the show.