Selling for a distributor places you in a unique environment.  While it’s true that many basic sales principles apply to you, there are additional complications arising out of your position as a distributor salesperson.  For example, you may sell exactly the same thing your competitor sells.  That’s unique to the distribution sector.  Add in the potential you have for in-depth relationships with your customers, and multiply that by the number of vendors and products you sell, and you get a picture of the extra complexity of a distribution salesperson.

To be successful, you need some guidance in mastering the unique challenges of your job.  Here are some “Power Strategies” specifically designed to help you become more successful in your unique position of being a salesperson in distribution.

FOCUS ON RESULTS

At first you may think this to be common sense and self-evident, and to some degree it is.  However, many distributor reps are guilty of “going through the motions” selling.  It’s very tempting to go through each day “mindlessly,” being driven by habit and routine rather than results.

In other words, you see “Customer A” on Tuesday morning because that’s your habit.  Instead of being driven by the goals and objectives (results) you hope to achieve, you’re driven by habit.  You go where it’s most comfortable and easiest rather than where it’s most effective.

To combat that natural tendency to be compelled by habit, embed the concept of “FOCUSING ON RESULTS” into your mind as an approach to every aspect of your job.

Start by focusing on the prospects and customers who hold the largest potential for you.  In other words, decide who to see based on the potential for results, rather than on history or who likes you and is willing to spend time with you.

If I were to ask you to produce your list of “A” accounts, you’d probably produce a print out of the sales volume in your accounts, and point out the big buyers.

That’s history.  Last year’s sales are last year’s history.  And history has little to do with potential.  Instead, think about which prospects and customers hold the largest future potential return for your investment in time.

Potential for results is comprised of two components.

The first is “quantified potential.”  In other words, the amount of your product this account can purchase in the near future.  Obviously each account has the potential to purchase differing amounts of your product.

But that’s only half of the issue.  The other is more subjective — their potential for “partner-ability.”  “Partnerability” is the subjective feeling you gain about the account’s potential to eventually become a partner.

“Partners” are your best customers.  They buy everything they can from you; they recognize the value you bring them; they don’t engage in price shopping; they often receive unique services from you, and they are so happy with you and your company that they assertively recommend you to others.

When you FOCUS ON RESULTS, you keep the long-term goal in mind when you begin a relationship with an account.  And, you reevaluate your progress toward that goal as you proceed through every step along the way. The long-term, ultimate “RESULT” is a partner relationship with your customers.

This issue of seeing your job as creating “partners” rather than just “selling stuff” can mark a significant change in your effectiveness.  Understanding the difference is key to excelling at distribution sales.

At one point in my career I worked for a capital equipment manufacturer who sold directly to the end-user.  My focus was on selling equipment.  I really didn’t care who bought it, because I may never see that person again.  My focus was on the equipment, not the person.

When I began selling for a distributor, I gradually made the transition to building relationships with people, not selling stuff.  Because the relationship is of more value than any individual deal, I began to see that my job was to move people closer and closer into a broader and deeper business relationship with me and my company.

When you understand that the ultimate “RESULT” in distribution sales is a “partner,” you can see every customer and prospect through that lens.  That perspective helps you decide with whom to spend your time.