Many manufacturers open up direct sales to counter a competitive threat or serve a channel that distributors are not interested in pursuing. However, if they do so without researching their channels and end users, and lack a solid financial evaluation of the channel costs, their efforts are usually unsuccessful.
In our last installment, we reviewed the Change Management Process for Digitization of the distribution firm. We now apply the process to Sioux Falls Supply for their use in changing the firm to take advantage of their online technology.
As technology makes search and ordering easier, the salesforce will be driven to deliver new and different value streams. While new sales models require different management and technology supports, they will, in many areas, supplant generalist sales efforts.