In the May issue of CryoGas International, I shared the results of the survey that Miller Electric Mfg. Co. conducted in 2012. In my analysis of the nearly 900 responses we had to that survey, I focused on the value proposition that end users were identifying. I compared that to the value proposition that distributors were actually delivering.
That review of survey responses brought to light where the potential disconnect exists between the perception and the reality of the value proposition being delivered by distributors.
Nearly 700 end users identified key areas where distributors can deliver the kind of value that differentiates their services and products from others. Supported by statistical survey data and over 1,000 pages of comments, two main themes surfaced: (1) distributors must build value through strategic relationships with their end users; and (2) distributors must work hard at providing the products and services, such as supply chain support and technical services, that end users require.
Survey results clearly indicate that end users are interested in having distributors invest time and energy in understanding their businesses. This includes becoming familiar with the end user’s growth strategies, key challenges, and gaining insight into their key metrics. Knowing how your end user gauges success will help you contribute to that success and will provide a solid foundation for the kind of strategic relationship required to maintain your partnership.
... to continue reading you must be subscribed
