Gaining Market Share as a Distributor

What would it take to bring your business to the new guy?

  • Email blasts with deals and coupons

    Votes: 0 0.0%
  • Local Delivery, and what would it look like?

    Votes: 0 0.0%

  • Total voters
    8

CPS Dave

Member
Joined
Dec 10, 2016
Messages
63
Location
Rochester, NY
Name
David Belliveau
Pretend you know the product line very well at your current distributor (only one in town), prices are decent, no horrible experiences, then a new distributor steps into town. What would it take to get you to visit the new guy, and then what would it take to bring your business to the new guy?
 

CPS Dave

Member
Joined
Dec 10, 2016
Messages
63
Location
Rochester, NY
Name
David Belliveau
Since we are fairly new still, we are currently open 8-1 on Monday, Tuesday, Thursday, and Saturday. We may change our Tuesday hours to 12-5 to catch some afternoon business. Local feedback understands the 20 hours a week being newer, but a few have questioned the 8-1 timeframe. What are your thoughts?
 

Cleanworks

Moderator
Joined
Oct 22, 2012
Messages
26,927
Location
New Westminster,BC
Name
Ron Marriott
Pretend you know the product line very well at your current distributor (only one in town), prices are decent, no horrible experiences, then a new distributor steps into town. What would it take to get you to visit the new guy, and then what would it take to bring your business to the new guy?
First of all we have to know that you exist. I am in a metropolitan centre with aprox 1.5 million people and I never get mail, email, flyers from any of the small distributors in my area. I don't get them from the large guys either. The only ads I get are from the guys I am already doing business with. Why don't you do a targeted mailing campaign to all carpet cleaning/restoration/maintenance companies in your area. Let them know what's different about you. Get their email addresses and start a monthly newsletter.
 

ruff

Member
Joined
Apr 19, 2007
Messages
11,010
Location
San Francisco, CA
Name
Ofer Kolton
Dave it is all of the above and none of the above.
People like doing business with people that they like. Gain them one client at a time and keep having that attitude as you grow, if you want them to stay with you.

If you treat them right, have a decent price and product choices, and take care of their problems when they need the help, most (not all) will stick with you. Like all businesses you're likely to find out that a certain percentage of your clients will be responsible for a disproportionate part of your profit. While the tendency is to always look for new clients, don't forget to cater to your true and tried.

And yes, Ron is right, they do need to know that you exist.
 

CPS Dave

Member
Joined
Dec 10, 2016
Messages
63
Location
Rochester, NY
Name
David Belliveau
First of all we have to know that you exist. I am in a metropolitan centre with aprox 1.5 million people and I never get mail, email, flyers from any of the small distributors in my area. I don't get them from the large guys either. The only ads I get are from the guys I am already doing business with. Why don't you do a targeted mailing campaign to all carpet cleaning/restoration/maintenance companies in your area. Let them know what's different about you. Get their email addresses and start a monthly newsletter.

Great idea thanks. We have about 175 contacts for local cleaners. We have called them all multiple times, and attempted to get emails from them. We have about 35 emails on file and have sent a few blasts out already. We have also sent postcards for Grand opening with 20% discount on first purchase to all contacts. About 10% bounced back as old address info. Every few weeks, we make a full round of cold calls and mostly get voicemails. Some people answer, sound excited, complain about my competition, but don't stop in. Haha. That's why I'm wondering if the afternoon hours will be better. We will continue these efforts, any other suggestions?
 

CPS Dave

Member
Joined
Dec 10, 2016
Messages
63
Location
Rochester, NY
Name
David Belliveau
We also held a free spotting seminar and did a raffle for a free prochem spotting kit. I called the winner about 3 weeks later and asked how he liked the spotting kit. He said he hadn't even tried it yet! Thump!
 

Old Coastie

Supportive Member
Joined
Jun 29, 2015
Messages
7,504
Location
Heart of Dixie
Name
Stephen
First of all, you are dealing with Yankees. Use small words in short sentences.

Then I think you have to outwork the established chemical pimp. Call and ask what they will be needing soon and offer to get it in stock and ready to go, or even to drop it off.
Making a trip to my local chemical pimp is time consuming, but he always seems glad for my small amount of business and always takes time to advise me.
Be the go-to guy. One of the things I've appreciated about Excellent Supply (even though they are hundreds of miles away) is the way they track down and drop ship parts to me. CRB brushes, bearings, sending me the manual for old equipment, I feel like I have a friend in the know. Be that guy.
 
  • Like
Reactions: CPS Dave

CPS Dave

Member
Joined
Dec 10, 2016
Messages
63
Location
Rochester, NY
Name
David Belliveau
First of all, you are dealing with Yankees. Use small words in short sentences.

Then I think you have to outwork the established chemical pimp. Call and ask what they will be needing soon and offer to get it in stock and ready to go, or even to drop it off.
Making a trip to my local chemical pimp is time consuming, but he always seems glad for my small amount of business and always takes time to advise me.
Be the go-to guy. One of the things I've appreciated about Excellent Supply (even though they are hundreds of miles away) is the way they track down and drop ship parts to me. CRB brushes, bearings, sending me the manual for old equipment, I feel like I have a friend in the know. Be that guy.
All great points, thank you.
 
  • Like
Reactions: Old Coastie

CPS Dave

Member
Joined
Dec 10, 2016
Messages
63
Location
Rochester, NY
Name
David Belliveau
Do you guys think Saturday hours are a positive thing or a waste? My reason for it is because the local "chemical pimp" closes at 1 Friday and is closed on Saturday. Since we are budgeted for less hours, I was hoping that would attract some people.
 

Cleanworks

Moderator
Joined
Oct 22, 2012
Messages
26,927
Location
New Westminster,BC
Name
Ron Marriott
You are doing all the right things. It takes time. Make sure you have a good online presence as well. Website, facebook, etc.
 

PrimaDonna

Megatron
Joined
Jan 2, 2008
Messages
2,865
Location
NorthEast, USA
Name
MB
We have also sent postcards for Grand opening with 20% discount on first purchase to all contacts.

How many times have you emailed to the same people? One post card isn't enough. You should be doing an on going campaign. One a month.

Bottom line, it comes down to relationships. Instead of calling and emailing.....GO TO THEM! Introduce yourself. Drop off a sample, special flyer or catalog. Find out through a personal conversation what you can do to earn their business. Find a problem to solve for them so you can show your value.

Better yet, drop off an invitation....get a nice real invitation made up (not a flyer). Host an open house at your location (if in the evening, encourage them to bring spouses, girlfriends kids, so they actually come and don't feel like they are loosing out on time with them - have craft table and games set up for kids)....trust me, get the ladies and kids involved and they will ask about your place and if they are using you or when they can go back. Have a decent give away for those that come (must be present to win). Serve good food and drinks (not a bunch of pizzas). Ask them to RSVP so you can plan for food. If they don't then call them to ask if they are coming (another touch point). Take photos...of the event. Use the photos to send out a thank you card for them attending and include another special. While there there, work the room. Do demos, find out needs and solve problems. Make them want to have you as the go to guy!
 

CPS Dave

Member
Joined
Dec 10, 2016
Messages
63
Location
Rochester, NY
Name
David Belliveau
How many times have you emailed to the same people? One post card isn't enough. You should be doing an on going campaign. One a month.

Bottom line, it comes down to relationships. Instead of calling and emailing.....GO TO THEM! Introduce yourself. Drop off a sample, special flyer or catalog. Find out through a personal conversation what you can do to earn their business. Find a problem to solve for them so you can show your value.

Better yet, drop off an invitation....get a nice real invitation made up (not a flyer). Host an open house at your location (if in the evening, encourage them to bring spouses, girlfriends kids, so they actually come and don't feel like they are loosing out on time with them - have craft table and games set up for kids)....trust me, get the ladies and kids involved and they will ask about your place and if they are using you or when they can go back. Have a decent give away for those that come (must be present to win). Serve good food and drinks (not a bunch of pizzas). Ask them to RSVP so you can plan for food. If they don't then call them to ask if they are coming (another touch point). Take photos...of the event. Use the photos to send out a thank you card for them attending and include another special. While there there, work the room. Do demos, find out needs and solve problems. Make them want to have you as the go to guy!

Great ideas. Others have suggested going to them as well recently. Would you suggest just showing up at their house with a little care package and invitation? I'd love to do an open house but my shop is only 1000 sq ft and is pretty packed. Hoping to upgrade to about 3000 sq ft or more when the budget allows. There is no lawn space either. Location is not the best but its keeping the overhead down.
 

Desk Jockey

Member
Joined
Oct 9, 2006
Messages
64,833
Location
A planet far far away
Name
Rico Suave
Since we are fairly new still, we are currently open 8-1 on Monday, Tuesday, Thursday, and Saturday. We may change our Tuesday hours to 12-5 to catch some afternoon business. Local feedback understands the 20 hours a week being newer, but a few have questioned the 8-1 timeframe. What are your thoughts?
Dude!

You need to decide how commited you are to this. Those hours suck!

You need to be open in the AM so cleaners can pickup chems for the day. You need to be open in the afternoon so cleaners can pickup chems for the evening.

Yes, Saturday, at the very least 8:00-12:00

Guys can't buy if you're not there.

As much as I respect Meg, you can call dozens of cleaners while still holding down the fort for the walk-in sales.

Visit for qualified TM demo's, free samples? ook that!

People will sample you to death. Have a return policy, if not satisfied return for store credit.

Repairs should be your focus. All machines break and when they do its costing someone money. The heavy iron and juice sales will come as a pull through with equipment repairs.

Cash is king, no credit. You don't need partners!

Don't take any wooden nickles! Good luck! :winky:
 

CPS Dave

Member
Joined
Dec 10, 2016
Messages
63
Location
Rochester, NY
Name
David Belliveau
Dude!

You need to decide how commited you are to this. Those hours suck!

You need to be open in the AM so cleaners can pickup chems for the day. You need to be open in the afternoon so cleaners can pickup chems for the evening.

Yes, Saturday, at the very least 8:00-12:00

Guys can't buy if you're not there.

As much as I respect Meg, you can call dozens of cleaners while still holding down the fort for the walk-in sales.

Visit for qualified TM demo's, free samples? ook that!

People will sample you to death. Have a return policy, if not satisfied return for store credit.

Repairs should be your focus. All machines break and when they do its costing someone money. The heavy iron and juice sales will come as a pull through with equipment repairs.

Cash is king, no credit. You don't need partners!

Don't take any wooden nickles! Good luck! :winky:
Thanks, who's Meg? The reason our hours are limited is due to the fact that we aren't busy enough to cover the cost. I certainly want to start TM repairs, hopefully soon, but Prochem said it's like $10k just to start with service and sales of TM's. Right now we just do chems and smaller equipment. I was hoping to grow slowly and reinvest. But maybe that strategy won't be possible and I need more cash to throw at the business for a big jump with payroll and TM services. Keep the constructive feedback coming.
 
  • Like
Reactions: Desk Jockey

Desk Jockey

Member
Joined
Oct 9, 2006
Messages
64,833
Location
A planet far far away
Name
Rico Suave
I'm not trying to be a dik, just shooting you straight.

Put yourself in their postion. Are you willing to work around your distributors schedule to buy your items or will you purchase from a distributor that caters to your schedule.

The distribution business is ruthless. High overhead, high freight charges, floor plans. Inventory stocking can eat you up but you can't sell it if you don't stock it. Meanwhile cleaners price shop you on the Internet.

Whatever you stock its not what they want. Stock what they want and they switched chems on you.

ook'em! :winky:
 

CPS Dave

Member
Joined
Dec 10, 2016
Messages
63
Location
Rochester, NY
Name
David Belliveau
I'm not trying to be a dik, just shooting you straight.

Put yourself in their postion. Are you willing to work around your distributors schedule to buy your items or will you purchase from a distributor that caters to your schedule.

The distribution business is ruthless. High overhead, high freight charges, floor plans. Inventory stocking can eat you up but you can't sell it if you don't stock it. Meanwhile cleaners price shop you on the Internet.

Whatever you stock its not what they want. Stock what they want and they switched chems on you.

ook'em! :winky:
Haha no worries. I prefer when people are blunt and respectful at the same time which you are. I appreciate the feedback.
 
  • Like
Reactions: Desk Jockey

PrimaDonna

Megatron
Joined
Jan 2, 2008
Messages
2,865
Location
NorthEast, USA
Name
MB
I agree. Was going to mention hours but I thought Someone covered it already. They are pretty lousy.

How did you get into this business and why did you decide to be a distributor?

Do you have a business plan and marketing plan?
 
  • Like
Reactions: Desk Jockey

CPS Dave

Member
Joined
Dec 10, 2016
Messages
63
Location
Rochester, NY
Name
David Belliveau
I agree. Was going to mention hours but I thought Someone covered it already. They are pretty lousy.

How did you get into this business and why did you decide to be a distributor?

Do you have a business plan and marketing plan?
We don't have a formal marketing plan. We have done a lot on facebook forums. Also many phone calls to locals, follow up calls from every online order, Grand opening postcard, spotting seminar, a few raffles, a few mailchimp emails to those we have collected, etc. Marketing is clearly an opportunity for me which is why we are discussing this.

Therefund are several reasons I became a distributor. I have worked retail for 16 years. I love working with and helping customers. I got into the cleaning industry 11 years ago part time. Steered away and came back to open my cleaning business 2 years ago. Decided I enjoy it, but don't wanna suck rugs till I'm 65, and finding detail oriented employees is not easy. I know retail better, and I have enjoyed creating relationships with my mfg's. I like to be a "go to" guy and support and teach people. I don't have 250k sitting around to start with a big bang so I was trying to start small and work my way up. We have had good online sales, but locals are clutch. The other animal of course is to expand online presence to reach beyond the few Facebook groups....
 

Onfire_02_01

Member
Joined
Jan 2, 2016
Messages
767
Location
Minnesota
Name
Jeremy Gray
Have you considered offering delivery? Free delivery with $x purchased, $50 for under that. Many of the janitorial distributors have delivery to job sites or offices so no one has to deal with 3 cases of toilet paper. Haven't seen that with carpet cleaners though. Don't leave out the janitorial side, often times there is little money in the products but you will cover the bills with it.
 

CPS Dave

Member
Joined
Dec 10, 2016
Messages
63
Location
Rochester, NY
Name
David Belliveau
Have you considered offering delivery? Free delivery with $x purchased, $50 for under that. Many of the janitorial distributors have delivery to job sites or offices so no one has to deal with 3 cases of toilet paper. Haven't seen that with carpet cleaners though. Don't leave out the janitorial side, often times there is little money in the products but you will cover the bills with it.
Yes, we just started reaching out to janitorial last week. We have also been discussing the best way to do delivery as well. We were thinking free delivery of 3 cases or more to keep it profitable. Haven't locked that in yet though.
 

Desk Jockey

Member
Joined
Oct 9, 2006
Messages
64,833
Location
A planet far far away
Name
Rico Suave
I don't believe the locals will buy from you if you also compete with them. I could be wrong but I'm petty enough not to. :biggrin:

Take your time but if you want to make a serious go of it you're going to need to fully commit. Not dable but balls to the wall risk everything. Unfortunately thats what its going to take to make it. Even then its damn risky. The big guy get volume pricing and can sell lower and still make a better margin than you.

Cleaning is the easy money. Hire and train well so you can play in the distribution business. :winky:
 

CPS Dave

Member
Joined
Dec 10, 2016
Messages
63
Location
Rochester, NY
Name
David Belliveau
I don't believe the locals will buy from you if you also compete with them. I could be wrong but I'm petty enough not to. :biggrin:

Take your time but if you want to make a serious go of it you're going to need to fully commit. Not dable but balls to the wall risk everything. Unfortunately thats what its going to take to make it. Even then its damn risky. The big guy get volume pricing and can sell lower and still make a better margin than you.

Cleaning is the easy money. Hire and train well so you can play in the distribution business. :winky:
The other guy is an independant interlink, he also has a cleaning business with 3 vans. I know it rubs some people and causes a level of trust issues. So very valid.
 
  • Like
Reactions: Desk Jockey

Latest posts

Back
Top Bottom