Frank Hurtte's September/October piece in Industrial Supply Magazine challenges distributors to think beyond yesterday's catalog. In "Wired for Sales," he explores why the real competitive advantage isn't in what you carry; it's in how quickly you help customers adopt what's new. Read the full article HERE . Frank Hurtte is Founding Partner at River Heights Consulting and a 40+ year veteran of the distribution industry. He specializes in helping distributors commercialize innovation and build competitive advantage through strategic sales development. His work appears regularly in Industrial Supply Magazine.

Can You Beat Amazon at Their Game? 🕒 5 min read By Frank Hurtte The vultures are circling again.   Every few years, the doomsayers resurface: Amazon's eating distribution. E-commerce is the death of wholesale. Distributors are obsolete. The headlines are predictable. The advice? Equally predictable and predictably wrong.   Build your own Amazon. Hire consultants to help you compete on speed and price. Invest millions in e-commerce platforms. Match their logistics. Underprice the giants.   If you take that advice, you'll lose. And you'll waste time, money, and energy doing it. Here's why: You're competing on their battlefield instead of yours. W hat Amazon Does Better (And Always Will) Let's be honest. Amazon, Grainger, Faire, and the newer B2B marketplaces have invested billions in logistics, data, and algorithms. A mid-sized distributor can't match their speed or price. Competing on those terms is like a neighborhood bookstore trying to o...

Against the Grain: How Guinness Wins in a Declining Market By Desiree Grace If you’re still recovering from St. Patrick’s Day or catching your breath after your March Madness bracket busted, it’s the perfect moment to appreciate a bit of irony. After the Super Bowl, St. Patrick’s Day, and the biggest tip-off of the year, overall beer consumption in the U.S. continues to decline. But not all beer. Guinness is growing, up roughly 14% in some markets, and in some areas...demand has even outpaced supply. Not bad for a beer that’s been around since 1759. In a shrinking category, Guinness is going against the grain. Why? Most explanations stop at surface-level observations: lower alcohol content, strong branding, social media buzz. All true. But they miss the deeper point. Guinness hasn’t just sold more beer. It has turned a commodity product into a controlled, shareable experience. That distinction matters. Guinness Isn’t Just Selling Beer, It’s Selling the Pour Yes, younger consumers, esp...

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 f...

We are well into January which means many of you have given up on your personal resolutions.  And maybe you gave up on your professional ones as well, but I have a feeling you didn't make any!   Wait, did I touch on a nerve there?  Never fear, I have some questions you can ask yourself to give you a jump on 2025.  Much like like we did during and after the Pandemic, we continue to pivot in the face of adversity.  Only instead of COVID-19, we're working with devastating weather patterns and political polarization along with past troubles like chain issues, rising labor costs, and general price increases. The way you adapt is the key to your success. So here they are, Top 10 Distributor Questions that Demand Answers in 2025: 1. What can we do this year to provide even greater value and service to our customers? 2. How can we strengthen our customer relationships today to make it harder for competitors to take our business? 3. What new strategies or offer...

It happens with distributors everywhere. For some reason you don’t have a great relationship with one of the manufacturer’s reps assigned to your company. The reasons for this are many. Let’s dig into the big three: The rep is responsible for lines which are competitive to your company’s key suppliers. Many distributors fear working with reps who are tied to competitive products lines. The reasoning is simple, introduce them to our best customer and the next day, they will return to the customer with a demo of a different brand product. Further, if they know more about “your” customer, proposed solutions become more focused and effective. When the product they sell are an important part of your value proposition, it’s easy for them to offer something similar but better or cheaper or both. The rep is closely aligned with a competitive distributor. When the rep has close ties to a competitive distributor, it raises a number of trust issues. Will important information be ...