Solutions by goal
Grow secondary sales, not just primary billing
Growing secondary sales means getting product moving from distributors and dealers to retailers and end buyers — not only billing more stock into the channel. IMAST 360 does it by connecting the schemes partners earn on to the orders and visits that actually happen downstream.
- Schemes calculated on Distribution+ purchase data
- Field reps covering the right outlets
- Knoxy forecasts and suggested orders
The problem
Why primary sales can grow while the market doesn't
Primary sales — what the brand bills to distributors — are easy to push at quarter-end. Secondary sales — what distributors and dealers sell on to retailers — are what decide whether that stock moves or comes back as returns, discounts and ageing inventory.
Most brands can see primary numbers clearly and secondary numbers late, if at all. Schemes are designed on primary billing, field teams are measured on visits rather than outlet sales, and loyalty points are credited without knowing whether the product reached the counter.
The fix is not one more scheme. It is putting the order data, the field activity and the rewards in one place, so every scheme rewards product that actually moved and every rep visit has a purpose.
How it works
How IMAST 360 grows secondary sales
Four parts of the platform working on the same data.
- 1See
Secondary visibility
Distribution+ captures distributor stock and secondary orders, so you see what is moving and where.
- 2Cover
Field coverage
Sales Track plans beats and tracks outlet visits and orders, so reps reach the outlets that matter.
- 3Reward
Schemes on real orders
LoyaltyBoard schemes use purchase data from Distribution+, so points follow sales, not promises.
- 4Pay
Rewards that motivate
Reward Max pays out from 10,000+ rewards, including UPI and bank transfers, with TDS handled.
What to measure
Secondary sales metrics worth tracking
Track these by region, distributor and partner type every month.
| Metric | What it tells you | Where it comes from |
|---|---|---|
| Secondary sales value | Product actually moving downstream | Distribution+ |
| Distributor stock days | Whether primary billing is running ahead of demand | Distribution+ |
| Productive outlet calls | Visits that resulted in an order | Sales Track |
| Focus-SKU share | Whether schemes are changing the mix | LoyaltyBoard + Distribution+ |
| Active partners | Partners earning in the program this month | LoyaltyBoard |
In practice
Designing schemes that pull product through
Reward the step you need to move. If stock is stuck at distributors, reward retailer purchases and outlet coverage rather than distributor billing. If stock is stuck at retailers, reward sell-out signals such as QR scans by tradespeople or consumers.
Keep schemes few and simple. One focus-SKU scheme and one slab scheme per segment is usually easier for partners to follow than five overlapping offers, and easier for your team to measure.
Close the loop every month. Compare enrolled and non-enrolled partners in the same region, retire schemes that don't move secondary numbers and move the budget to the ones that do.
- Reward the stage where product is stuck
- Use focus-SKU schemes for mix, slabs for volume
- Give reps a reason for each visit
- Compare enrolled vs non-enrolled partners monthly
Knoxy · AI Chief of Staff
Knoxy keeps stock moving
Knoxy, the AI Chief of Staff in IMAST 360, works across orders, visits and schemes.
Meet Knoxy- Forecasts orders and inventory by distributor and SKU
- Prepares suggested orders before stock runs out
- Alerts managers to reps and territories behind target
- Suggests schemes where secondary sales are slowing
FAQs
Secondary sales FAQs
What is the difference between primary and secondary sales?
Primary sales are what a manufacturer bills to its distributors. Secondary sales are what distributors and dealers sell on to retailers. Growing secondary sales means product is actually moving through the channel, not just being billed into it.
How do you increase secondary sales?
See secondary orders and stock clearly, make sure field teams cover the right outlets, reward partners for product that moves downstream, and act quickly where sales slow down.
How does IMAST 360 track secondary sales?
Distribution+ captures distributor stock and secondary orders. Sales Track records outlet visits and orders by field reps.
Can loyalty schemes use secondary sales data?
Yes. LoyaltyBoard integrates natively with Distribution+, so purchase data flows in for scheme calculation. Other DMS platforms connect through REST APIs on the Enterprise plan.
What does Knoxy add?
Knoxy forecasts orders and inventory, prepares suggested orders, suggests schemes and alerts managers to field performance gaps.
Do we need all products to start?
No. Many brands start with one product, such as Distribution+ or LoyaltyBoard, and connect the others later.
Which metrics should we review monthly?
Secondary sales value, distributor stock days, productive outlet calls, focus-SKU share and active partners — split by region and partner type.
Make secondary sales visible
We'll show you orders, visits and schemes on one platform.