A tiles dealer strategy built on display, range and projects
Tile brands usually have three kinds of dealer that look similar on an invoice list: showroom dealers who sell to homeowners from a display, project dealers who supply builders on negotiated rates, and distributing dealers who feed sub-dealers in smaller towns. Each makes money differently and responds to different schemes. A dealer strategy starts by telling them apart.
A tiles dealer strategy separates showroom, project and distributing dealers, segments them further by display quality, range stocked, growth and payment record, gives each segment a matching scheme mix (display and range schemes for showrooms, approved project incentives for project dealers, sub-dealer slabs for distributing dealers), ties payouts to collections, and gives sales officers a daily focus list of dealers where a visit changes the outcome.
How the tiles channel is structured
Tiles reach customers through dealer showrooms in cities and larger towns, sub-dealers in smaller towns who stock a narrower range, and projects for builders and institutions. A homeowner usually visits two or three showrooms, picks from what is on display, and buys through the dealer whose display convinced them. Builders and architects select designs earlier and negotiate pricing per project. Many dealers do all three, but most lean toward one.
| Dealer type | How they sell | What drives them | What the brand needs from them |
|---|---|---|---|
| Showroom dealers | Homeowners choose from display | Footfall, display space, design range | Current focus series on display |
| Project dealers | Builders and contractors on negotiated rates | Project wins, pricing, supply reliability | Project rates used only on projects |
| Distributing dealers | Supply sub-dealers in smaller towns | Volume, credit, sub-dealer network | Range reaching sub-dealers; visibility of secondary sales |
Segment within each type
Within each type, segment on four axes recalculated every quarter from invoices, display approvals and payment data:
- Display quality: approved current displays versus none or outdated.
- Range: how many focus series the dealer stocks at minimum quantity.
- Growth: purchases against the same season last year.
- Payment record: overdue outstanding against terms.
Scheme mix by segment
| Segment | Scheme mix |
|---|---|
| Showroom dealers with strong displays | Range schemes for new series, growth over last year, display renewal |
| Showroom dealers with weak displays | Display incentive with photo approval, starter range target |
| Project dealers | Approved, capped project incentives; value slab on non-project sales |
| Distributing dealers | Value slab with a sub-dealer reach condition; secondary sales by invoice or bill photo |
| Slow payers in any type | Cash discount, collection scheme, payouts held until dues are within terms |
| New dealers | New-dealer scheme with a low first target and a starter display |
Target each scheme by eligibility rules (region, dealer type or a list of dealer codes) rather than issuing one circular to all. Keep live schemes per dealer to a few and show one combined next target. The types of dealer schemes post describes each kind.
Getting range to sub-dealers
Distributing dealers decide which of your series reach smaller towns. Give them a condition on sub-dealer reach: a bonus when a set number of their sub-dealers have bought a focus series in the quarter, proved by the dealer's invoices to them or by sub-dealer bill photos. Sub-dealers can earn their own slab at the same time, which gives them a reason to ask for the series. The sub-dealer loyalty programs post covers the sub-dealer side.
Project dealers without margin leakage
Project dealers bring large orders but carry the highest risk of margin leakage, because a rate agreed for one builder is easy to reuse on retail invoices. Ask project dealers to register each project with the builder's name, site location, expected quantity and the series specified. The brand approves a capped incentive for that project and only invoices tagged to it earn the project rate or incentive. Review untagged invoices billed at project rates each month. Project dealers who keep project and retail business separate can be rewarded for it with a better value slab on their retail sales.
Focus lists and collections
A tile sales officer's focus list should rank showroom dealers whose display approval is due, dealers a few series short of a range target, project dealers with a project awaiting approval, and slow payers whose payout is held. An illustrative message for one dealer whose payout is held:
| Item | Position (illustrative) |
|---|---|
| Value slab earned this quarter | ₹42,000 |
| Display incentive | ₹15,000, approved |
| Overdue above 45 days | ₹2.6 lakh: payouts on hold |
| Message | Clear ₹2.6 lakh to release ₹57,000 |
The sales officer focus list guide explains how to rank the list.
How Unotag supports a tiles dealer strategy
Unotag's scheme engine runs value, growth, range, display, project and new-dealer schemes with eligibility by region, dealer type or code list, approvals, holds and caps in a payout ledger. The dealer management system shows each dealer's orders, ledger, outstanding and overdue next to scheme progress, and sales officers get a ranked focus list. See the tiles page for how this connects to sub-dealers and tile masons.
Key takeaways
- Separate showroom, project and distributing dealers before designing schemes.
- Segment further by display quality, range, growth and payment record each quarter.
- Match schemes to segments: range and display for showrooms, approved projects for project dealers, sub-dealer reach for distributors.
- Hold payouts for slow payers and tell them the exact amount to clear.
- Rank sales officers' visits by display renewals, range gaps, project approvals and held payouts.
Frequently asked questions
How should a tile brand segment its dealers?
First by type (showroom, project, distributing), then by display quality, range of focus series, growth and payment record, recalculated each quarter.
What schemes suit tile showroom dealers?
Range schemes for new series, display incentives paid against approved photos, and growth over last year.
How do you get new tile series to sub-dealers?
Give distributing dealers a bonus tied to how many sub-dealers bought the focus series, and give sub-dealers their own slab proved by invoice or bill photo.
How do tile brands manage project dealers?
Register each project, approve a capped incentive, and pay only on invoices tagged to the project, with a normal value slab on non-project sales.
How do you link tile schemes to collections?
Hold scheme payouts while overdue outstanding is above terms and reward early payment with a cash discount scheme.
What should a tile sales officer focus on each day?
Display approvals due, dealers close to a range target, projects awaiting approval, and slow payers whose payouts are held.