Are You Planning or “Planning to Plan”: A Distributor Reality Check

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Frank Being Frank: Anybody who’s spent time with me knows I love a good
plan. In fact, I’m a loud‑and‑proud believer in annual planning. That’s the big stuff, looking back, looking ahead, and steering the whole business in a better direction.

But here we're talking about distributor planning, which plays an entirely different role in DistributorLand. It’s not about setting the company’s course for the year; it’s about making sure you’re spending your time with the right customers and chasing the right opportunities. It's about keeping real business moving. Of course, it's a smaller scope, but it’s the kind of planning that turns intentions into action. And if you ask me, that’s worth doing every time.


Are You Planning or “Planning to Plan”: A Distributor Reality Check
By Frank Hurtte and Jenny Shannon

Planning still sits at the top of the list for effective salespeople. Talent matters, but without a plan, even the most gifted seller leaves a pile of money on the table. And in today’s world of cross‑functional selling, where distributor specialists, product managers, customer service teams, and supplier reps all play a role, planning isn’t optional. It’s the glue that holds everything together.

Yet planning remains one of the most overlooked skills in distribution. We still see salespeople who “intend to plan” but never quite get around to it. The tools have changed, CRMs, shared calendars, virtual calls, digital demos, but the discipline hasn’t.

I’ve been on joint calls where the salesperson walked in with no agenda, no pre‑call research, and no clear purpose. Years ago, that meant digging through a trunk for bent literature. Today, it looks like scrolling through a CRM on the customer’s doorstep, hoping inspiration strikes. How can it be that we're in a different decade yet have the same problem?

Another time, I arrived early for a day of calls with a distributor. As I returned a few emails in the conference room, I heard the salesperson frantically dialing accounts, trying to find someone, anyone, to meet with. Our day had been scheduled for weeks. He had a month to plan. Instead, he planned to plan.

Some of you are thinking: I set appointments. I bring demos. I follow up on open projects. I have a plan. And you might, for tomorrow.

But let’s push a little further.

Think about your best account. What’s your plan for your next call? If you’re a planner, you’ve already mapped that out. 

Now look ahead six months. What milestones will tell you that you’re making progress? How will you move the account forward? 

The best salespeople have a strategy that extends into next year, even when the calendar isn’t anywhere near December.

To help you self‑evaluate, here’s an updated version of the now-famous RHC planning scale. Score yourself honestly. (Yes, 1 is the worst, 10 is the best)

The Planning Scale (2026 Edition)

1- You’re dropping by accounts tomorrow to see who’s around.

3- Someone expects you tomorrow, and you’ve thought about what you might discuss.

5- You have multiple appointments set for the week and a clear purpose for each.

7- Your calendar includes coordinated appointments for you, your specialists, key suppliers, and internal support teams.

10- You have a multi‑step account strategy with defined milestones, CRM‑tracked actions, and a clear path to measurable customer outcomes.

Where do you land?

If you’re brave enough to share your score, send it our way. We’ll send back a few thoughts to help you sharpen your planning skills and your results.

If your team struggles with planning discipline, coordinated selling, or account strategy, River Heights Consulting can help. We work with distributors to build practical, repeatable planning habits that drive measurable growth.

 

TL;DR

Planning is still the most important skill in distribution sales. Nowadays, it’s not just about scheduling calls; it’s about coordinating teams, utilizing digital tools, and building multi‑step strategies that drive customer outcomes. Use the updated planning scale to evaluate where you stand.


Author Bio

Frank Hurtte is the founder of River Heights Consulting and a long‑time advocate
for practical, disciplined selling in the industrial distribution world. With decades of experience helping distributors strengthen their sales processes, Frank specializes in turning planning into a competitive advantage. He also never plans to plan, unless it's a trip to somewhere tropical.




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