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Article: Councils launch sales ammo: strong distributor advisory councils help target suppliers' market research, R&D and public relations efforts.
- Article from:
- Industrial Distribution
- Article date:
- September 1, 1990
- Author:
CopyrightCOPYRIGHT 1990 Reed Business Information, Inc. (US). This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Strong distributor advisory councils help target suppliers' market research, R&D and public relations efforts.
Distributor advisory councils provide manufacturers with ammunition they need to win the battle for customer loyalty. But, as an American Supply & Machinery Manufacturers' Assn. (ASMMA) survey shows, large firms use this ammo more than small firms do (see chart).
Of the 302 firms ASMMA polled, not one with sales under $1.5 million has set up a formal mechanism for getting insights from distributors. On the other hand, 20% of firms with sales from $20 to $50 million have advisory groups, as do 49% of the firms with sales over $50 million.