Industry 10 · Technical Distribution & B2B Trade
Growth for technical distribution and B2B trade.
Technical distributors sit between manufacturers and customers. Their value lies in availability, advice and service, and exactly that needs to become visible in digital sales.
In short
Technical distribution combines a broad range with advice. We help position the added value against manufacturers and pure online players, target customers specifically and connect sales, web shop and inside sales through a shared CRM and marketing automation.
- Technical wholesale
- Component distribution
- B2B distribution
- Electronic components
- Industrial supply
01 · Starting point
Making advice and availability visible.
Distributors are under pressure from two sides: manufacturers sell direct, and online platforms make prices transparent.
The real value of many technical distributors lies in application advice, availability, logistics and services. These services are often invisible in the catalogue and the web shop.
Growth comes when distributors position their role clearly, work customers by potential and connect digital channels with inside and field sales.
Typical situations
- Price pressure from online platforms
- Manufacturers selling direct
- A web shop exists, but few new customers
- Advisory expertise is not visible
- Customer potential is not worked systematically
02 · Buying process
Who decides and what matters.
Decisions range from quick repeat purchases to supplier selection for framework agreements. Both need different engagement.
Typical buying committee
- Procurement
- Looks at price, availability and terms.
- Design and development
- Needs advice, samples and technical data.
- Production and maintenance
- Needs fast availability and spare parts.
- Logistics
- Looks at delivery reliability and integration.
- Management
- Decides on strategic supplier relationships.
03 · Focus areas
How we work in this market.
The Growth Architecture stays the same. The weighting and order of the disciplines depend on the market.
- Strategy & Positioning
Positioning the role clearly
Defining the added value compared with manufacturers and platforms: advice, availability, services.
- Brand & Authority
Showing application knowledge
Selection guides, application reports and expert content on product groups.
- Digital Experience
Connecting shop and advice
Category pages with advisory content, enquiry routes for projects and samples.
- Demand Generation
New customers and potential
Search, ABM for high-potential customers and partner campaigns with manufacturers.
- Revenue Operations
Connecting sales and inside sales
CRM, potential analysis, marketing automation and handover to field sales.
The full method is described on the approach page. Typical situations and the strategic response can be found in the playbook.
Frequently asked
Frequently asked questions from this market.
We have a web shop. Why also demand generation?
Can you include manufacturer campaigns?
How do you connect inside and field sales?
Further reading
Relevant services and next steps.
Working together
Let's talk about where you stand.
In a 30-minute first conversation we identify where your growth is stuck and whether working together makes sense. You then get an honest view of a realistic scope.