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10/11/2019

044 Distribution Marketing That Drives Sales Results

Presenter: Ian Heller

Date: Wednesday, March 11, 2020

Time: 8:00-11:30 am

Level of Complexity
: Intermediate

Course Description:  Professional marketers working in distribution companies often feel underappreciated, unempowered or even ignored by other departments like sales and finance. In many companies, the marketing department struggles to earn resources, find ways to add value and demonstrate measurable ongoing impact.

Learning Objectives:

  • Challenge your paradigms about distribution marketing
  • Tell you how to win over your counterparts in sales
  • Give you specific actions you can take to prove the value of marketing
  • Help you understand how your own decisions, actions and behaviors may need to change to achieve marketing success in a distribution company

headshotIan Heller

Ian has been the President and COO of Modern Distribution Management since 2017. For more than 50 years, MDM has been a source of thought leadership, news and data for the wholesale distribution industry.

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Relevant Selling

Jaynie L Smith

Research Proves Customers Value More than Just Price

Relevant Selling, the sequel to best-seller, Creating Competitive Advantage, challenges the all-too-familiar price issue. Many companies lament that price pressure has destroyed their margins – but when customers are surveyed in dou­ble-blind studies, we learn that more than 90% of the time, price is not the most important buying factor. This book will teach you how to uncover what is relevant to your market and stop caving in on price. Without relevance, successful negotiation is seriously hindered. More than Just Price

    bookDifferentiators are not competitive advantages if they are not relevant to the customer.

    Companies must not only sell value, they must also sell what is specifically of value to the customer.

    The majority of marketing and advertising efforts rely too heavily on creativity instead of relevance.

Relevant Selling shows you the importance of learning what is most relevant to your customers, your prospects and your different target markets, noting they almost always require tailored messaging to be relevant. You will learn how to obtain and use that valuable information.

Each chapter is loaded with actual case studies and research that demonstrates how companies achieve remarkable results when they sell what is relevant. Many companies are leaving profits on the table each day simply because they lack the research described in this book.

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