CRM … Today’s Marketing Backbone
Marketing for distribution today requires more nuance than ever before. It is no longer solely counter days, events (especially golf!), flyers, short-term promotions and logoed items. It’s more about strategy, …
Sales Channel
Are / Can Distributors Be Demand Generators?
Recently I visited a manufacturer client who asked me about “the channel”. Specifically, they wanted to know: “What drives distributor product selection, what is the food chain, what’s the value …
Where is the channel headed in 2025 and beyond? Thoughts from MDM SHIFT
I was fortunate to once again be able to attend and present at the NAW/MDM SHIFT conference, and it is interesting to see how the construction and industrial channel continues …
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ChatGPT Prompts to Drive HVACR Sales
ChatGPT was launched November 30, 2022, but went “mainstream” in Q1 2023 when Microsoft made a significant investment into OpenAI. Since then either “AI is going to take over”, “many will …
Puro Lighting – Fighting Mold in HVAC Coils (A School Solution?)
One of the lasting benefits of Covid is increased awareness of air quality (AQ) and how this impacts health, productivity, learning, and more. Few had heard of UVC lighting to …
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Launching New Products Effectively
Channel Marketing Group’s Gene Biben, with over 40 years’ experience in helping manufacturers generate demand for new products, recently shared some thoughts on effectively launching new products and a major …
How Regional Managers (Can) Add Value
The role of the manufacturer regional manager has been challenged, and redefined, during and since Covid. Whereas it was to be a facilitator and “face of factory” prior to Covid, …
Using Digitalization to Optimize Operations & Drive New Business in HVACR
To combat the challenges of today’s marketplace, progressive distributors looking towards the future are investing more and more into digitizing their processes to optimize performance. These companies recognize that: Data …
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Why are Salespeople Profit Adverse?
Having worked with many distributors over the years, one observation about many distributor salespeople are that they are customer pleasers. Most are profit adverse. Sure, many are on commission. And …
Better HVACR Sales through Better Sales Coaching
Field level sales management is one of the most challenging roles in the industry, and, in many cases, one of the least effective roles in distributors. Why you ask? Because …
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