Customers are Demanding a More Personalized Buying Experience

Today’s business landscape is rapidly evolving, and technology is transforming the way businesses operate. The distribution industry is no exception.

According to Salesforce, a staggering 77% of business buyers feel that technology has changed their expectations of how companies should interact with them. A shift has occurred in expectations of every type of buyer and customer, and there is a resulting demand for a more personalized and consultative selling process.

So how can companies adapt to meet these changing expectations?

The Power of Personalization

Customers no longer want a one-size-fits-all approach. No one wants to hear about generic sales or be pitched products they have no interest in buying. They expect companies to understand their unique needs and provide tailored solutions. Personalization has become a key differentiator in the distribution industry, enabling companies to forge stronger relationships with their customers.

By leveraging technology, businesses can gather and analyze customer data to gain valuable insights into their preferences, pain points, and buying patterns. Armed with this information, distributors can offer personalized recommendations, targeted promotions, and customized pricing options, ultimately enhancing the overall customer experience.

Read about sales enablement tools and how you can utilize them.

From Transactional to Consultative Selling

Traditionally, the distribution industry has been largely transactional, focused on fulfilling orders efficiently. However, the rise of technology has elevated customer expectations, pushing businesses to adopt a consultative selling approach. Rather than simply providing products, distributors are now expected to act as trusted advisors, guiding customers through their purchasing decisions.

This shift requires distributors to develop a deep understanding of their customers’ industries, challenges, and goals. By offering expert advice, insights, and value-added services, distributors can position themselves as strategic partners, driving customer loyalty and long-term success as opposed to simple order takers.

Read about how we’ve catered our technology to specific needs of various industries, such as pharma, food & beverage, and alcohol distributors.

Leveraging Technology for Enhanced Interactions

Technology such as customer relationship management (CRM) systems, marketing automation tools, and artificial intelligence are among the key technologies that enable distributors to engage with customers on a more personalized and consultative level.

CRM systems allow companies to centralize customer data, track interactions, and provide a holistic view of customer relationships. Marketing automation tools enable targeted messaging and personalized campaigns. AI-powered analytics provide actionable insights into customer behavior, facilitating predictive and proactive customer engagement.

Read about why distributors switch to cloud-based CRM.

Building Stronger Relationships

As they adapt to the changing landscape, distributors must prioritize relationship-building efforts. This involves fostering open lines of communication, actively listening to customer feedback, and providing exceptional customer service. Distributors should leverage technology to enable seamless communication channels, such as chatbots, self-service portals, and mobile apps, ensuring customers can easily reach out for assistance or information. Additionally, regular engagement through personalized content, industry insights, and thought leadership can help build credibility and trust.

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As technology continues to reshape the distribution industry, businesses must acknowledge and embrace the changing expectations of their customers. Embracing this change is not only crucial for meeting customer expectations but also for driving sustainable growth and remaining competitive in the evolving distribution landscape.

SupplyMover is an all-in-one sales enablement, CRM, and e-commerce platform, in one simple, easy-to-use interface. And it’s the only one built specifically for distributors. To see if it’s a fit for you, schedule a demo below!


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