MDM’s 2025 SHIFT Conference is set for May 13-15 in Denver, and our marquee in-person change management conference features more than 20 different speakers who bring a range of expertise and perspectives to deliver across the event’s 2.5 days.

This group is a collection of distribution executives, consultants who advise distributors day-to-day and strategic solution providers who specialize in tools that distribution leaders are infusing into their business strategies.

We’ve been rolling out spotlight profiles on these speakers to preview them and their SHIFT session.

Next up: Scott Sinning

Sinning founded Pricing for Distributors in 2022 to help B2B distributors solve pricing challenges and boost profits. A frequent speaker and writer on distributor pricing, Sinning helps companies achieve their goals faster.

With over three decades of experience in wholesale distribution, he gained deep expertise as Vice President of Pricing Strategy at Graybar, where he held various leadership roles across sales, operations, finance, IT and international growth.

In recent years, he focused on pricing strategy, profitability and sales development. His career also included pivotal roles in two major enterprise software implementations — ERP and pricing optimization — sparking his passion for driving change at the intersection of people, process and technology.

As an industry pricing guru, Sinning has appeared on several podcasts in the past several years. Here he is on the Driven by DCKAP Podcast in April 2024:

Here’s a snapshot of Sinning’s background and what he plans to showcase at SHIFT.

Name: Scott Sinning

Company Name: Pricing for Distributors

Title: President

Bio: Scott Sinning helps distributors turn pricing challenges into profit opportunities. With decades of experience in the distribution industry, including as VP of Pricing Strategy at Graybar, his advice is practical, independent and results-driven.

SHIFT Session Title: HYBRID SALES: How to Price Strategically for Hybrid Sales Success

SHIFT Session Description: In this session, we will walk through the journey of building a high-performing hybrid sales team—one that optimizes efficiency, leverages digital tools, enhances customer engagement, and maximizes revenue potential.

Why this SHIFT session matters: “Customer expectations are evolving fast—and so is your sales team. Pricing is no longer just a back-office task; it’s a critical part of the customer experience. In this session, learn how to align your pricing strategy and technology to drive smarter decisions, empower your team, and win more business in the age of AI. You’ll leave with clear, practical tips you can put to work right away.”

Other SHIFT Speaker Spotlights 

• John Gunderson
• Allie Copeland
• Nick Pericle