From Sales-Driven to Customer-Driven
Author Steve Deist argues that distributors need to move beyond a sales-driven strategy and dig into what customers really want. Distributors can use that knowledge as the seed for a market-driven strategy that will result in long-term profitability.
Deist is a partner with Indian River Consulting Group. Learn more at ircg.com.
Most distributors are sales-driven companies – and proud of it. They are highly responsive to the needs of their various customers, and they rely heavily on long-term personal rep relationships. But while being sales-driven is certainly commendable, it is no longer enough.
A well-run sales-driven company can react quickly, but is unlikely to get ahead of changing customer requirements. A distributor that relies on its sales force as the primary window to its customers will always be challenged to create competitive differentiation. Sales reps are often too emotionally and financially...
Sign Up for the MDM Update Newsletter
The MDM update newsletter is your best source for news and trends in the wholesale distribution industry.