I wrote a recent column reminding Industrial Channel leaders about not forgetting about the business fundamentals of the channel that hit a nerve with many readers. The column focused on that even with all the changes over the past two decades – smart phones, instant access to data, end customers who want self-service digital tools and full-service support, and many other changes- AI being another fundamental and impactful change….that the fundamentals of the business have not changed.
What is fundamental is that you have to serve your customers, give them the support they want, and deliver the products where and when they need them.
To make that pick ticket print…. you need sales. Your largest accounts need full-service attention from your Account Managers
That quote from my late boss, friend, and mentor Dick Schmid was “All Good Things start when a pick ticket prints in the Warehouse” It is a good reminder of why Sales Rules in the B2B distribution channel and why helping your sales teams build better relationships to create more pick tickets is well….the most important thing in distribution.
It was the same 100 years ago and today. The B2B C&I business is still about the relationships. At CMG we get the chance to work with distributors all over the country in Construction and Industrial Distribution. On average 88% of their sales come from 10.5% of their total customers, and those 10.5% are all assigned to a sales team to call on and support them.
Yes, Sales rules and relationships still matter, but….the nature of what a relationship is changing. It’s not just about having the best of the best sales team, you have to back that as a distribution leader with AI, a strong tech stack, and digital self-service tools. We like to call this “Techno-Relationships”
What are Industrial Channel “Techo- Relationships”
Finding that right combination of the human and technology side for your unique Industrial distribution channel business is everything. The what is the right way to build “Techn-Relationships” for your unique Industrial Channel business is complex of course, but it starts with acknowledging that you need top sales teams backed by the right technology.
Some of the reader responses were spot on so I wanted to just share them verbatim. Like the above from long-time Channel leader Jay Greyson. I love the way Jay shared his definition of Techno-Relationships.
Eric Chernik (another well respected leader in the channel) shared another great comment about understanding “we must interact with customers how they want to interact with us (Physical and Digital).
Kevin Brown from LeadSmart and frequent speaker and presenter at Industrial Supply Association events, shared this great wrap-up statement about how the foundation of selling first matters.
What all three industry leaders shared was the same fundamental foundation. That you have to serve your customers, give them the support they want, and deliver the products where and when they need them. To make that pick ticket print…. you need sales. Your largest accounts need full-service attention from your Account Managers with the technology support the customer desires.
Your front-line sales team is calling on your top customers every day to earn business and make those pick tickets print in the warehouse.
There have been many advances in technology to arm your sales team with better data and tools to make better sales calls that result in more business.
Where can I learn more about the right “Techno- Relationship” solutions for my business?
My belief is that the best way to find the right approach for any channel business is to attend industry functions and consume information (reading, webcasts, etc.) that are on the topic. To share another Dick Schmid quote, I remind myself of often. “Sit by smart people, ask them good questions, and listen”.
For example: This week I’ll be a guest on that Canals Ai CEO Michael Delgado is leading on Practical AI Tactics you use to help your Distribution Account Managers Increase sales where we will be talking a lot about techno-relationships
Attend the Industrial Supply Association Fall Summit in Memphis in early November. The list of smart people talking about how to drive sales in just the executive network track is impressive – Stanley Black & Decker, Vallen, Navosta Industrial, Stellar Industrial, Dr. Jonathan Bein, 3M and Wesco.
That is just the speakers as there are hundreds of other smart people to sit by and ask questions of.
I hope to see you there in person because – Investigating ways to help your sales teams make more pick tickets print in the warehouse is crucial for the future of any industrial distribution business.
As always, we appreciate your support and comments. Please feel free to reach out to me anytime.
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