Need Help? (888) 742-5060

In The News:

Get to the Truth of What Your Customers Really Want

August 4, 2010

In last week's Webcast on sales territory coverage economics, Mike Marks, managing partner of Indian River Consulting Group, was asked how to get "real answers" from customers to aid in segmentation for a more effective sales process.

He answered that it's not about the questions you ask. It's about "really listening."

"The problem we find is that a lot of distributors have selective hearing," he said. And some of what is most important to a customer goes beyond price.

"Because of the business they are in, they may want things invoiced and packaged a certain way," Marks said. "They may want the ability to return tons of things on a regular basis because of what they're doing. They may want to be on the bleeding edge of technology in terms of product innovation and design. They may just want a simple transaction. They don't want any drama. They want a low price, and they want it to be very reliable."

Get beyond the answers many customers give: "It's because of the service," or "because of Jimmy Joe Bob or Mary Sue." When you do that, you will start to pick up on recurring themes, and those themes will help determine customer segments.

To learn more about territory coverage economics, order the DVD from last week's event. Part II and III of this MDM Webcast series, "Building an Effective Sales Organization for the Recovery," are Aug. 5 and Aug. 12. Learn more here.

© 2019 Gale Media, Inc.

Please do not reprint MDM's content on your website without MDM's express permission as it is copyrighted material. To gain permission, email us, or call 1-888-742-5060. For information on PDF or print reprints, visit MDM welcomes inbound links from your site. Please cite Modern Distribution Management.

2018-top-distributors-listThe 2018 Top Distributors List

This free PDF includes lists of top distribution companies across 14 sectors.

You will also receive MDM Update, our daily distribution e-newsletter & other distribution-focused content.

Download the Free PDF now >>

MDM-UpdateMDM Update: Daily Newsletter 

Sign up to read the best source for news & trends in wholesale distribution, MDM Update. Delivered daily to your inbox. 

Sign-up for MDM Update >>

Post a comment to this article

Partner Center