Marketing mistakes can cost you your company!

Wholesale distribution is one of those businesses that require every ounce of effort to distinguish you from everyone else in your market. In today’s ultra-competitive marketplace the generic aspects of your business demands the most fundamental application of marketing principles. It starts with determining what it is that customers want from you. Being absolutely sure you get it right is the difference between making it today, languishing or losing the farm.

It’s a tough business and we understand the challenges. You have a huge investment in inventory and can’t be out of stock on anything your customer needs. Your physical location can be an asset or liability depending on where the customer is. And, your people may be slow to embrace the need to meet every customer expectation. Finally, your receivables policy and cash flow needs can compromise the entire process. We understand when customers owe and can’t pay right away they may go elsewhere just to avoid the challenge.

It is no secret that growing and sustaining a wholesale distribution business today is a serious challenge, here are some fundamental tactics to address:

• Customer communications
• Competitor analysis
• Sales force tune-up (keep doing what you’re doing, you’ll keep getting the same results)
• Determining what the customer values most from you and your competitors
• What are customers most cost sensitive about, and what will they pay a premium for?
• Is doing business with your company hard or easy?
• What value-added services can be included that costs little but means a lot?
• Can the counter guys help? Absolutely!

Our experience with distribution businesses is extensive. We have developed sustainable processes for building customer loyalty, getting employee buy-in, finding new customers, stimulating the sales team, and re-engineering a tired brand.

If things are stagnating, we can breathe new life into the daily “do-loop.” If you’re OK, but need more and want to make more, we offer the prospective and ability to make it happen in months not years.

Lauterback Marketing has the experience and the integrity to quickly gain your trust. We’ll illustrate the future and help you make the hard choices required to embrace a contemporary, customer-led operation.

To learn more about our value to companies just like yours call 973-889-9393 or just contact us online.