Selling more product to existing customers is a common goal for many distributors. The challenge is figuring out how to achieve that goal. And according to Paul Cherry, president of Performance Based Systems, the answer may be in the questions salespeople are asking. Cherry spoke at the Industrial Supply Association's 2012 Product Show & Conference in San Antonio, TX.

"There are still a lot of customer relationships that seem to holding back a bit," Cherry says. "We want to get them to share that money, and share that money with us."

But by the time your salesperson arrives …