Cleanzine: your weekly cleaning and hygiene industry newsletter 16th January 2025 Issue no. 1145
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Independent distributor association leader shares six success strategies
US-based Afflink believes independent distributors are the backbone of the American economy - despite having faced unprecedented challenges for years. To help these stalwarts succeed and thrive in 2024, Michael Wilson, Afflink's CEO and president, suggests the following six business strategies:
1. Focus on continuous improvement...
Independent distributors must focus on continuous improvement in the sales processes, leveraging and using data, adopting innovative technologies such as AI, and identifying actions that help them stay one step ahead of their competition.
2. Review branding strategies...
Branding distinguishes you from other distributors. The goal of branding and having a brand identity is to create a space in the customer's mind - making you the first supplier they think of when they need a product. The start of the New Year is an excellent time to review your branding strategies.
3. Set 2024 goals...
Og Mandingo, author of the bestselling book 'The Greatest Salesman in the World', writes: 'The victory of success is half won when one gains the habit of setting goals and achieving them'. Make them forward-thinking goals, motivating you and your staff to take more steps toward building your distributorship.
4. Join a network of distributors...
By joining a network of distributors, you can benefit from the network's shared knowledge, skills, data and resources. You will also have the support and collaboration of other independent distributors. Remember: a network of distributors is more than a group, it's a team.
5. Focus on customer service...
This means providing superior customer service along with high-quality products at fair prices. That's what will differentiate you from your competition.
6. Stay flexible...
Be ready to consider innovative ideas, marketing techniques and even new markets. Remember what Albert Einstein said: "The measure of intelligence is the ability to change."
"And one more thing," adds Michael. "Remember this quote from Michael Jordan: 'Some people want it to happen, some wish it would happen, others make it happen'. Our goal is to help our members make it happen."
Afflink connects manufacturers of industrial packaging, facilities maintenance, food service, safety and office supply solutions with nearly 300 independent distributors. It is the critical link, offering end-customers innovative products - and for distributors - market expertise and improved profitability, all of which is fuelled by leading-edge technology.
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