Supply Chain Whiplash: Survive It, or Use It to Pass the Competition

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Supply Chain Whiplash: Survive It, or Use It to Pass the Competition By Frank Hurtte

 

A few years ago, I closed a six-figure deal in a gas station bathroom. Seriously, it’s no joke. How? The timing was super deluxe because the customer was ready, and I was nimble enough to close in an unusual spot. That kind of agility matters more now than ever. The supply chain is doing somersaults. One day, freight is cheap. The next day, there’s a two-week backlog. Factories shut down. Regulations shift overnight. It feels like whiplash, and everyone’s rubbing their necks. And if you’re sitting there thinking, ‘It’ll smooth out next quarter,’ let me save you the wait...it won’t.

But here’s the kicker: when your competitors freeze, that’s when the real winners move. You don’t win by waiting out the chaos. You win by preparing, adapting, and spotting the openings that others miss. Let’s talk about how distributors can turn volatility into opportunity.

 

1. Map the Weak Links First

Let's face it, you can’t fix what you don’t see. Identify fragile points, like single-source parts, suppliers living on razor-thin margins, and transportation legs that already wobble. Know where the chain is most likely to snap.

 

2. Build Strategic Slack

I’m not talking about stockpiling warehouses full of parts. I’m talking about option capacity. A little buffer of inventory, alternate routing contracts, or secondary suppliers you can lean on. Think of it as an escape hatch, not overkill.

 

3. Scenario Drill with Your Team

What happens if your go-to supplier in China suddenly adds 30 days to their lead times? How do you respond if a trucking strike ties up the interstate? Run these scenarios now. Practice the worst and the weird so you’re not scrambling when it actually happens.

 

4. Negotiate Resilience, Not Just Price

Every distributor knows how to grind for a nickel. But today, resilience is worth more than the lowest cost. Ask your suppliers: “How will you respond in a shock event?” Push for commitments on flexibility and rapid response. A slightly higher unit cost can buy you peace of mind and customer loyalty. Chasing the lowest price while ignoring resilience is like bragging about buying the cheapest parachute...you won’t like how it ends.

 

5. Play the Information Game

The first person to see the ripple wins. Use forward-looking data, economic indicators, even chatter from your sales team to anticipate the next kink in the system. Then, this is the important part, share it. Customers remember the partner who warned them before the storm hit.

 

6. Turn Volatility Into Differentiation

When the supply chain hiccups, and you still deliver, you don’t just make a sale, you earn bragging rights. Capture those wins. Use them in your marketing. Build case studies. Write whitepapers. Make sure the market knows you’re the one who keeps rolling when everyone else is stuck.

 

Closing Thoughts

Disruption is scary. It makes people freeze up, delay decisions, and hope for normal to return. But normal isn’t coming back, at least not in the supply chain. What is coming are opportunities disguised as chaos. If you can move faster, prepare smarter, and communicate better, you won’t just survive the whiplash, you'll thrive! You’ll be the one your competitors are watching in the rearview mirror. Let River Heights Consulting show you how to make the most of the chaos!

 

 

About the Author



Frank Hurtte is the Founding Partner of River Heights Consulting. A lifelong distributor, consultant, and storyteller. He helps businesses navigate change and turn market chaos into lasting opportunity while keeping his sense of humor! His easy-going manner makes him a popular speaker for corporate events and association meetings.



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