In our industry, it is essential to take a consultative approach during the sales process. Hydraulic manifolds are integral to effective system design, so information about end users' fluid power needs must be able to pass smoothly to distributors and manufacturers to ensure that the parts provided are appropriate for the application.
This means distributors' field sales representatives need to engage with their customers and prospects to learn about their needs. While it is important to come to the table ready to discuss what your company is capable of delivering, the focus should be on what the customer needs to buy, not what you want to sell.
Are you giving customers the chance to tell you what they need?
In a recent article for the Northwest Indiana Times, local marketing and management consultant Larry Galler discussed his experience encouraging business development professionals in various industries to focus on their customers' needs, rather than just running through a presentation of what they have to sell. Galler mentioned how many of the sales representatives he works with "hardly stop to take a breath" when they are talking to a prospect.
"They barrage the customer with facts, figures, statistics, success stories, features and benefits," when what they need to be doing is identifying the customer's pain points so they can provide the appropriate solution. Ultimately, this can lead to missed sales, as the sales rep may never identify the opportunities that exist.
Galler illustrates this risk with the over-the-top example of a rope salesman expounding on the benefits of his particular product to a drowning man who is crying for help, ready to accept any lifeline that is long enough to reach him and strong enough to hold his weight.
"The drowning man wasn't interested in what material the rope was made of, how it was woven, the dyes used to color the rope, the only thing that mattered was that he needed the rope," Galler writes. "If the salesperson had stopped talking and listened, he would have made the sale but the sale went underwater with the customer."
How does Daman provide sales support to distributors?
At Daman Products, we are committed to providing our partners in distribution with the support they need to grow their business. Our roots are in distribution, so we understand the frustrations that stem from relationships structured to benefit manufacturers and strive to build long-term relationships based on trust.
We take a proactive approach to learning about our customers' needs so we can keep moving closer to our goal of designing the perfect supply system for manifold distributors. During the past year we have engaged over three dozen distributor partners in phone interviews to ask about product needs for custom manifolds, cavity bodies, manifold testing, surface treatments and other products, putting multiple new ideas in the development pipeline as a direct result.
All new product ideas are put through a rigorous stage gate process that starts with a thorough analysis of the customer needs being addressed. Beyond designing and manufacturing custom hydraulic manifolds, we are also committed to facilitating the logistics of repetitive, low-volume ordering with the Daman Trigger System.
Using the Daman Trigger System to achieve consultative, strategic relationships
We designed the Daman Trigger System with the goal of making it as easy as possible for distributors to provide custom manifold products to their customers with low overhead and limited financial commitment. Any custom manifold project with an annual purchase level of at least 10 parts will be considered for enrollment in the Trigger program.
This allows you to provide 24-hour shipping on custom manifolds with no:
Blanket order commitments
Long lead times
Advance purchase orders
Fluctuation in price based on order size
Ask your customers if they are tired of experiencing any of these issues and find out the specifics about which parts are affected, what volume is estimated and frequency of design revisions. We will determine a fixed price for parts and minimum bin inventory, then establish programming, processing, tooling and fixturing for your custom manifold, allowing us to bring the proven reliability of our standard product fulfillment systems to the custom manifold market.
Once a product is set up in the Trigger System, your customers can order custom manifolds when they need them and the parts will ship within 24 hours. Current forecasting and scheduling processes can be reduced to simple conversations about expected and maximum demand.
Limiting inventory improves cash flow and makes the supply chain more responsive if a product's design needs to be revised. We'll automatically replenish bin inventory within 10 days after an order, ensuring there is always enough custom product on hand to meet your customers' needs. We recommend checking in with your Trigger customers on a quarterly basis to discuss any changes to minimum bin volume that may be necessary.