In the last year and a half, distributors have been tasked with a lot — navigate the pandemic, deal with supply chain disruptions, absorb escalating prices and handle lingering labor issues.
With so much on their plate, companies simply tried to get by. Another way to look at it: Distributors have been stuck in the middle, according to Kevin Dean, president and CEO of ManoByte, who delivered a keynote presentation titled “Fuel Growth with Strategic Inbound Marketing” at MDM’s recent Digital Distributor Summit.
But Dean, whose company provides digital transformation services, said distributors have yet another thing to worry about a year and a half into COVID-19. And this one might be the most disruptive of all
“On top of all that, there was a fundamental change brought about by technology that changed the way we conduct business altogether,” Dean said. “Through the pandemic, we saw how technology turned on its head the way customers buy and the way we have to sell.”
And because both vendors and buyers have also been reeling from the changes, that placed distributors in a precarious spot in the frazzled supply chain.
“Here you are, stuck in the middle, but I’m here to tell you that being in the middle isn’t all that bad,” Dean said. “Being in the middle gives you an amazing opportunity to deliver value at every point throughout the channel. It gives you this opportunity to add value in a way like never before.”
As Dean pointed out, a…