Focusing the selling process around people shop instead of around the specific products could help distributors combat pricing disruption, according to Brent Grover, managing partner of Evergreen Consulting LLC, in 3 Questions About Pricing Disruption.
“At this juncture for distributors I would argue that what we have going on is a threat of substitute ways of getting orders, substitute ways of communicating with customers, substitute ways of doing business. Not just of product,” Grover said.
Knowing how your customers’ needs are changing can help inform your new pricing strategy and keep you a step ahead of pricing disruption. Some things may just need a perception check.
“(Amazon is) adding more sellers to enable them to have the world’s greatest selection and be the ‘everything store,’ coming back around to customer experience … They’re continually working on the lower cost structure and lowering prices, which contribute to the customer experience,” he says. And it's that customer experience that is becoming more and more important to the customer – and ultimately, your bottom line.
While shifting perceptions about selling may be a good way to combat the inevitable pricing changes brought on by a volatile distribution sector, that same thinking outside the box will have to be applied to all aspects of distribution to stay competitive.
Read more about how selling is changing in 3 Questions About Pricing Disruption.