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12/05/2019

Ian Heller

President & COO of Modern Distribution Management

HellerIan 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.

Previously, Ian served in executive roles in e-commerce and marketing at HD Supply - Construction and Industrial, Corporate Express, Newark Electronics, GE Capital Rail and Grainger. Ian was also the founder and Senior Partner at Real Results Marketing.

Ian holds an MBA from the Kellogg School of Management at Northwestern University.

044 Distribution Marketing That Drives Sales Results

051 AI, Marketplaces and Millennials: Handling Distribution

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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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