 In order to cultivate good relationship with the distributors and in order to have a long term interaction with the distributors, it is important that we understand what are the motivations, what could be the motivations of the distributor. Distributors buy for a reason and have their own reasons to add new product to their product line and to represent startups. The things that are sold and are taken regularly, selling them is an easy job and a regular job. But along with this, it is also known that the mature products are very low in margins for distributors. So there are some specific reasons for distributors in which the innovative products of startups or entrepreneurs are taken. What are the motivations? The motivations for distributors could include customer asked for the product. The customer himself wants it. The customer has seen an advertisement on social media or mainstream media. He himself wants that product. If the new product offers clear benefits that address latent needs and if customers are aware of the product and startups' existence, they may approach that distributor. When a product is launched to fulfill the latent needs of the distributors, customers will know that it is an ABC product. In the case of a startup, serious pull marketing strategies which is via the internet or free publicity must have been developed to create such demand pull. Through such communication and promotion campaigns, the customer should go to the distributor himself so that the distributor can quickly agree to carry the product line or application of the startup. Then a favorable margin. If a product offers much the same value as previous products but offers a much better margin, this may also persuade the distributor to switch. Why will the distributor sell the new product? You will have to change the margin of the distributor for a mature product. If you offer more margin than that in the new product, you may not even know about its future and its distributor. The distributor will get an interest in that, when they are getting more margin than they are already selling. Enhanced positioning, some products and brands offer a distributor the chance to enhance its positioning If you have a product that is innovative, more efficient and has more quality, then this distributor also feels pride in it You can add it to your product line and your positioning towards the customer can make this impression You can see how much I am careful about you that I am always bringing better, safer and efficient products to you He is also able to position himself better The adoption of the startups products help a distributor to enhance its image of quality or product leadership And this is how he can prove himself that I am the leader in this particular product line by bringing better, cheaper and more efficient products