I have written two recent columns reminding Industrial Channel leaders to not forget about the business fundamentals of the channel, which hit a nerve with many readers. These columns focused on that even with all the changes over the past two decades – 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 Industrial Distribution business have not changed.
What is foundational is that you have to serve your customers, give them the support they want, and deliver the products where and when they need them.
Sales…Key accounts need full-service attention from your Account Managers
Sales Rules in the B2B distribution channel and why helping your sales teams build better relationships is still….the most important thing in distribution.
The B2B C&I business is still about the relationships. Sales rules and relationships still matter, but….the nature of what a relationship is changing. You now need a strong sales team, backed with AI, a strong tech stack, and digital self-service tools. I like to call this “Techno-Relationships”
What are Industrial Channel “Techo- Relationships”
The best way to build “Techn-Relationships” for your unique Industrial Channel business is a depends answer, but it starts with acknowledging that you need top sales teams backed by the right technology.
If you agree that things have changed, you then need to look at changing what you track and report as important. Are Voice Over IP calls to your branches less important today? Yes, you likely have very few calls coming into the switchboard anymore.
What is important today for tracking of course varies, but if you look at the graphic below you might find one of two items worth tracking for your Industrial Channel Business.
Another place to find ideas to consider for your Techno-Relationship building process is by following other key public distributors. For example, WESCO shared this information in their 2004 annual report.
They are working to empower their human teams by “investing in digital applications, products, and platforms to enable a new level of collaboration, innovation, agility, and productivity.” Wesco 2024 Annual Report.
That approach seems clear to me that they are likely working on helping their teams build a better techno-relationships.
Where can I learn more about the right “Techno- Relationship” solutions for my business?
I think the best way to find the right approach for your channel business is to attend industry functions and consume information (reading, webcasts, etc.) that are on the topic.
I was a guest on one such webcast recently Practical AI Tactics to help your Distribution Account Managers Increase sales where we shared a lot of practical ideas on techno-relationships. It’s on demand now and free to view. There are so many other places, to find great information on the industrial channel where you can pick up the ideas and concepts that will work for your business
2026 is going to be the best year ever to be in distribution for those channel leaders who make improving their “Techno-Relationships” a priority.
As always, we appreciate your support and comments. Please feel free to reach out to me at anytime.
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