As we close in on ISA25 next week, we wanted to share with you some preliminary findings from the recent survey that ISA completed with manufacturers, distributors, and independent manufacturer representatives (IMRs). Brendan Breen from ISA shared some detail on the survey results and a preview of what to expect at ISA25 March 31- April 2nd in Nashville.
By Brendan Breen
The industrial supply channel runs on strong partnerships, but one of the biggest challenges is truly understanding what end users need. To help close that gap, the Industrial Supply Association surveyed manufacturers, distributors, and independent manufacturer representatives (IMRs) to find out what they most want to ask their customers.
The results highlight some of the industry’s biggest concerns ranging from supply chain efficiency and vendor selection to the impact of tariffs and the future of automation.
Key Questions on Industry Priorities
- What Drives Purchasing Decisions?
Manufacturers, distributors, and IMRs want to know what keeps customers coming back – or makes them choose one supplier over another. Some of their top questions include:
- What’s the #1 reason you choose to do business with a particular distributor?
- When selecting a vendor, what carries the most weight – price, service, product quality, or ease of ordering?
- How do you define “Total Cost of Ownership” (TCO) when evaluating suppliers?
While price always plays a role, suppliers are looking for ways to add value beyond cost savings, whether through better service, reliability, or customized solutions.
- How Is Technology Changing the Supply Chain?
The industrial industry is evolving fast, and suppliers are trying to keep up. They’re asking:
- How is AI changing how you view your supply chain and suppliers?
- Would you be open to directly sharing data with distributors and manufacturers to improve efficiency?
- Has technology integration streamlined your procurement process, or has it created new challenges?
These questions point to the industry’s shift toward automation, data-driven decision-making, and closer collaboration between partners.
- How Are Tariffs and Economic Uncertainty Affecting Buying Decisions?
With global trade policies constantly shifting, manufacturers, distributors, and IMRs are eager to understand how their customers are adapting:
- How have tariff changes impacted your purchasing or operations?
- Would you prefer stable, higher pricing or fluctuating costs tied to tariffs?
- How can suppliers and end users work together to manage tariff-related challenges?
Navigating these economic factors will require more transparent communication and flexible pricing strategies.
- How Are Workforce Challenges Shaping the Industry?
Hiring and retaining skilled workers is an ongoing challenge, and suppliers want insight into how end users are responding:
- What strategies are you using to attract younger talent, like Gen Z and Millennials?
- What skills are most important in new hires as industrial manufacturing evolves?
- Is automation playing a bigger role in your workforce strategy?
With experienced workers retiring, companies are looking for better ways to train and recruit the next generation of industrial professionals.
- What’s Next for Product Innovation and Safety?
Manufacturers are always working on new solutions, but they need end-user feedback to develop the right products. They’re asking:
- What’s on your wish list for the next generation of safety equipment and PPE?
- How important are ergonomics and comfort when selecting tools for extended use?
- Where do you typically look for information on new industrial products?
Understanding how end users discover and evaluate products will help manufacturers design innovations that meet real-world needs.
Looking Ahead: The Future of Supplier-Customer Collaboration
The survey results show a clear demand for stronger connections between end users and their supply chain partners. As the industry continues to evolve, open communication, better technology adoption, and more strategic partnerships will be key to staying ahead.
For suppliers, the message is clear: Listen to your customers, adapt to their needs, and deliver solutions that truly make a difference.
These critical questions, and many more, will be explored in depth during the End User Panel Discussion at ISA25. Don’t miss this chance to hear directly from end users about what matters most to them and how suppliers can better align with their needs. Learn more and register at https://isa25.isapartners.org/
In addition, ISA hosts quarterly End User Roundtable Discussions, where attendees can listen in on candid conversations with end users about their needs, challenges, and priorities. Sign up to join an upcoming session at isapartners.org/end-user-roundtable.
Author – Brendan Breen is the CEO of the Industrial Supply Association
Key Takeaways
Seeing these results next week is going to be interesting and informative. As an industrial channel leader there are some key areas, I think you can take away from Bredan’s article and the ISA survey effort for your business.
- Are you consistently asking what drives your customers’ purchasing decisions? You have a sales team doing that every day of course, but are you surveying your customers regularly and in multiple ways to get their feedback (besides what you hear from your sales team directly)? Consistent and persistent surveying of your customers is an often overlooked and underutilized tool for many channel businesses.
- Supply Chain technology and potential tariff impacts are big for 2025. It will be fascinating to see the results of the ISA survey for those two big issues in 2025.
- Staying in touch with your end users (customers) is crucial as is having a feel for what other potential end customers and channel leaders are doing. The ISA end user roundtables give you an opportunity to hear from other “end users” to get their feedback on what motivates them to buy from their channel partner. That type of feedback is invaluable for any channel leader.
As always, we appreciate your feedback and comments.
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