It’s not WHAT, but WHERE and HOW

Re-imagining The Way You Present Your Products  


B2B distribution channels are merging – we like to call it ‘channel blurring’. Wholesalers, distributors and resellers are all looking for ways to grow, so they seek new product categories, new services and new channels. Some examples: Staples is the second largest Jan-San distributor in the USA, Grainger sells business machines, HD Supply offers stationery products (through strategic alliances), and Amazon Business has a stated intention of tackling industrial and healthcare markets. 

What does this mean for the B2B sales person? Increasingly they’re being asked to sell a wider portfolio of products to a wider set of customers. Their ability to be experts in every category is difficult, if not nearly impossible.  

What does it mean for manufacturers? Simply put: your salesforce is being stretched, often stretched to a point where they will find it difficult to provide genuine insights to their customer base about your products. Quite a conundrum.  

What can a manufacturer do about it? Next time you produce a catalog, sell sheets or training material, think about updating how you present your offering this way:  

Start with the WHERE, by positioning your range (or at least the relevant parts of your range) into vertical markets, so both your salesperson and their customers can see HOW your products apply in their environment. And highlight benefits, not features – ultimately, that is what people buy anyway! 

Then, when the customer is interested they can dive into the product detail, or the WHAT. 

So, give your sales team the tools to show their customers the WHERE and HOW first, and they’ll get to the WHAT. 

If you would like more information on creating great product stories for your customers, contact us.