Accelerating Customer Acquisition in Industrial Product Channels

John DeSarbo, Rachael Travis

ZS surveyed 100 North American industrial product manufacturers and distributors to identify critical growth challenges and opportunities. The study found that while manufacturers and distributors are aligned regarding the issues inhibiting new customer acquisition, they have very different opinions about how to overcome these challenges. In this video, ZS's John DeSarbo and Rachael Travis provide an overview of the research and highlight the three steps manufacturers should take to accelerate customer acquisition and drive growth through their sales channels, including:

  • Collaborate with distributors define a clear growth strategy and identify high potential opportunities at an account level.
  • Support distributors differently given their growth potential and sales and marketing capabilities.
  • Provide tools and methodologies to help distributors better articulate their value and grow their businesses by selling business outcomes to their customers.

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