Tip: Keep Customer Demands in Perspective - Modern Distribution Management

Log In

Tip: Keep Customer Demands in Perspective

Ignore the 'Amazon Experience' to zero in on what works for you.

Not even the top executives at Amazon obsess over the "Amazon experience" because “Amazon is just trying to do whatever’s best for its customers,” says Justin King, partner, B2X Partners, in Customer Engagement: Don’t Be Amazon, from MDM's 2016 Distribution Trends Special Issue. “You know, that happens to include some great Amazon best practices, but it’s not everything.”

The B2C shopping concept, in which people can get anything they need anytime they want it, is clearly influencing B2B buying. But a distributor’s customer has certain needs – from superior product knowledge to service and sales reps available to answer phone calls – that the “Amazon experience” can’t provide.

“It’s a bad idea to go and duplicate what somebody else is doing versus looking at your own customers and saying, ‘OK, how do I make their job easier?’” King says.

Doing things the old way and not meeting customers’ demands will lead to an erosion of your customer base over time, according to King. A distributor might lose one order to Amazon or a competitor whose e-commerce platform is superior. And then another. As more customers follow suit, market share will dwindle.


Read more about how to identify customer needs in Customer Engagement: Don’t Be Amazon, from MDM's 2016 Distribution Trends Special Issue.

Share this article

About the Author
Recommended Reading
Leave a Reply

Leave a Comment

Sign Up for the MDM Update Newsletter

The MDM update newsletter is your best source for news and trends in the wholesale distribution industry.

Get the MDM Update Newsletter

Wholesale distribution news and trends delivered right to your inbox.

Sign-up for our free newsletter and get:

  • Up-to-date news in a quick-to-read format
  • Free access to webcasts, podcasts and live events
  • Exclusive whitepapers, research and reports
  • And more!


articles left

Want more Premium content from MDM?

Subscribe today and get:

  • New issues twice each month
  • Unlimited access to mdm.com, including 10+ years of archived data
  • Current trends analysis, market data and economic updates
  • Discounts on select store products and events

Subscribe to continue reading

MDM Premium Subscribers get:

  • Unlimited access to MDM.com
  • 1 year digital subscription, with new issues twice a month
  • Trends analysis, market data and quarterly economic updates
  • Deals on select store products and events



You have one free article remaining

Subscribe to MDM Premium to get unlimited access. Your subscription includes:

  • Two new issues a month
  • Access to 10+ years of archived data on mdm.com
  • Quarterly economic updates, trends analysis and market data
  • Store and event discounts

To continue reading, you must be an MDM Premium subscriber.

Join other distribution executives who use MDM Premium to optimize their business. Our insights and analysis help you enter the right new markets, turbocharge your sales and marketing efforts, identify business partners that help you scale, and stay ahead of your competitors.

Register for full access

By providing your email, you agree to receive announcements from us and our partners for our newsletter, events, surveys, and partner resources per MDM Terms & Conditions. You can withdraw consent at any time.

Learn More about Custom Reports

Request a Market Prospector Demo

  • This field is for validation purposes and should be left unchanged.