In 2002, MDM Publisher Tom Gale and industry expert William McCleave of W.R. McCleave & Associates, conducted a research project on distributor differentiation. The research resulted in solid advice and case studies about how distributors could compete against their rivals over the following decade. Nearly 10 years later, the advice offered in that report is still relevant. This article takes the concepts outlined in the book resulting from that research – Stand Out from the Competition – to another level, detailing how distributors can leverage technology, treasure, talent and technique to differentiate over the next 10 years.

From our original research and the resulting book on how to stand out from the competition, we found there are at least four dimensions for differentiation: Position, Pitch, Performance and Proof – the Four Ps.

These four dimensions are inextricably linked in the distributor world, and each still holds opportunity for creating compe...