Why You Must Become a Better Distributor - Modern Distribution Management

Why You Must Become a Better Distributor

Those that don't adapt are doomed to wither away.
Ian_Heller

Distribution has become more competitive and more difficult. The continuing evolution of online tools has not only driven more sophisticated customer demands but also the advent of pure digital players that add value in ways traditional distributors often do not.

In their classic 1982 textbook “Marketing Channels” (here's a link to the revised edition), Lou Stern and Adel El-Ansary summarized the value-added functions of wholesale distributors. Over the years, I have developed some updates based on their work:

  • Assortment convenience – A wide range of products from one source.
  • Market information – Insights to customers about available product solutions and insights for manufacturers about what is needed by customers.
  • Market coverage/product availability – Products available for delivery across a specific geography.
  • Bulk-Breaking – Manufacturers produce in container loads; end users buy in small quantities. Distributors receive bulk quantities and then sell small orders.
  • Demand generation – Distributors utilize marketing and sales techniques to drive demand.
  • Order processing – Distributors take and fulfill relatively small orders more efficiently than manufacturers can.
  • Sales contact – Distributors meet customer needs with outside and inside sales.
  • Advice/technical support – Distributors offer expert product advice across a wide range of suppliers and products.
  • Inventory holding – Distributors provide working capital to keep inventory from many manufacturers available for an even larger number of customers.
  • Customer support – Distributors offer a long list of specialized services to meet customers’ needs (e.g., rebar fabrication or making wiring harnesses).
  • Credit and finance – Distributors extend credit terms, offer leasing, etc. to enable customers to fund and procure an uninterrupted supply of product and service purchases.

In our omnichannel age, this is still the foundational list of core competencies a distributor must maintain and develop to remain competitive. However, the specific capabilities that make up each core competency have radically evolved.

For example, “order processing” now includes not only straightforward online capabilities but also more advanced tools such as eProcurement integrations. Credit and finance has become more expensive for distributors that offer net 30 terms but now need to match the 55-day terms Amazon Business offers.

Other industries have been through similar transformations. Southwest Airlines upset the hub-and-spoke model with its point-to-point network and superior operating practices. Apple introduced the smartphone and nearly drove industry stalwarts like Blackberry, Motorola and Nokia out of the business or into small niches. Netflix destroyed Blockbuster. Amazon killed Borders. The list goes on and on and the only constant is perpetual change.

It’s our industry’s turn to be disrupted and distributors have a choice: Adapt to the new environment by changing the capabilities that drive your core competencies – or wither away by failing to recognize the threat or refusing to adapt to it. But in the end, it’s all about modernizing the capabilities that support Stern and El-Ansary’s list of the core competencies of a wholesale distributor.

Please send your thoughts to ian@mdm.com.


Join me and an incredible line-up of industry experts for a 1-½ day, hands-on conference, Sales GPS, designed exclusively for wholesale distribution executives motivated to change their single-channel models into more adaptive and customer-responsive multichannel models.

Share this article

About the Author
Recommended Reading
Leave a Reply

Leave a Comment

Sign Up for the MDM Update Newsletter

The MDM update newsletter is your best source for news and trends in the wholesale distribution industry.

2

articles left

Want more Premium content from MDM?

Subscribe today and get:

  • New issues twice each month
  • Unlimited access to mdm.com, including 10+ years of archived data
  • Current trends analysis, market data and economic updates
  • Discounts on select store products and events

Subscribe to continue reading

MDM Premium Subscribers get:

  • Unlimited access to MDM.com
  • 1 year digital subscription, with new issues twice a month
  • Trends analysis, market data and quarterly economic updates
  • Deals on select store products and events

1

article
left

You have one free article remaining

Subscribe to MDM Premium to get unlimited access. Your subscription includes:

  • Two new issues a month
  • Access to 10+ years of archived data on mdm.com
  • Quarterly economic updates, trends analysis and market data
  • Store and event discounts

To continue reading, you must be an MDM Premium subscriber.

Join other distribution executives who use MDM Premium to optimize their business. Our insights and analysis help you enter the right new markets, turbocharge your sales and marketing efforts, identify business partners that help you scale, and stay ahead of your competitors.

Register for full access

By providing your email, you agree to receive announcements from us and our partners for our newsletter, events, surveys, and partner resources per MDM Terms & Conditions. You can withdraw consent at any time.

Learn More about Custom Reports

Request a Market Prospector Demo

  • This field is for validation purposes and should be left unchanged.

Get the MDM Update Newsletter

Wholesale distribution news and trends delivered right to your inbox.

Sign-up for our free newsletter and get:

  • Up-to-date news in a quick-to-read format
  • Free access to webcasts, podcasts and live events
  • Exclusive whitepapers, research and reports
  • And more!