PPB June 2015

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yes—for similar quantities. I see three
people bidding on the same project where
only price becomes the differentiator.
It is no coincidence that margins are
tighter, distributors have less money to
invest in their businesses and it takes
longer to pay suppliers.
I would love to see distributors
develop a more proactive approach with
buyers at the beginning of the process.
In the same way Aaron has done such
an artful job in laying out the pricing
options, it would be great to see a better
job by distributors of identifying buyers’
profiles and how to work that knowl-
edge to their advantage and the pricing
model(s) to follow. A more disciplined
approach, at the beginning of the sales
process, to protect the value a distribu-
tor brings to the table, is the essence to
all of our success. In essence, under-
standing one’s value and holding firm
on what it means.
Mike O’Bright
Marketing & Sales
Alliance360, Inc.
Mississauga, Ontario
The Strength Of Strong Brands
The April 28, 2015, issue of PPB
Newslink reported on a study by customer
research and planning firm Strativity that
found that the frequency of consumers’
interactions with a brand is the strongest
indicator of how loyal they are to it.
This is a very simple yet effective
way to leverage relationships, too. Notice
Strativity states “between transactions.”
This term is the 21st century term for
“sales.”We are fortunate to have close to
a 33-percent retention rate as an online
distributor. The items this article out-
lines help us achieve that goal so the
“InkHead” brand remains relevant
between transactions.
Jim Franklyn
Vice President and Partner
Inkhead, Inc.
Winder, Georgia
UPIC: InkHead
JUNE 2015 • PPB • 9
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A more disciplined approach, at the beginning of the sales process, to protect
the value a distributor brings to the table, is the essence to all of our success. “ ”
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