The Distributor Channel

Friday, March 13, 2020: A day deeply burnt into our memories, the day the Coronavirus Pandemic became real, the day our economy shut down and the day distributors and their customers suspended in-person sales activities. We quickly adapted; switching to phone calls, Zoom Meetings, and other telesales activities. Early on, the phone calls were easy. We commiserated on the drawbacks of working from home, discussed available customer resources, and showcased a few new products. The calls flowed and each week we discovered some new ground without boring the customer. Today, some 11 weeks later, salespeople are struggling to keep the phone conversations fresh. To use a colloquialism from an old-time seller, “We’ve fished this pond to death.” Aside from normal sales call conversations, salespeople depend on non-verbal clues to generate new selling opportunities. For instance, during a quick walk through the customer facility, they might see a pile of parts stacked near a co