David and Goliath is everyone’s favorite reminder that the Little Guy can beat the Big Guy. David downs Goliath with help from the Divine, his own courage and a sling — the right tool to move a rock at high speed and smack Goliath upside his head. You’re on your own for courage and Divine help, but I have some ideas about the right “slings” to help small distributors go head-to-head against larger competitors. 

Just as David needed that sling, small distributors need the right tools to increase sales with existing customers and compete with the big guys for new business. We’re talking tools to sell tools here (aka, marketing). Here are three simple tools that every David — and Debbie — should have in the marketing arsenal.

The Postcard Tool: Most everybody who buys a big tool needs big tool accessories, so collect those big tool buyers’ names and offer them an accessories deal via a simple postcard. This is a ready-made market and with the right incentives — a discount on an entire accessories package or multiple purchases — you can make a positive impact on your bottom line. We’re not talking about mailing to all your customers, just selected big tool buyers. Here how: 

1) Don’t reinvent the wheel. Use the pictures, text and graphics your manufacturer supplies.

2) Use a big card — say, 5x8 or 6x11 — so it stands out.

3) Get a graphic artist to do the layout. Ask around for references. Talk to businesses whose promotional stuff impresses you.

4) Hook up with a printer who has “electronic variable print capability.” This means the guy who bought a drill gets an offer for drill bits, and the guy who bought a saw gets the pitch for blades.

This stuff gets noticed. You build and extend your relationship with both customers and prospects. And your competitor has no idea what’s going on ’til the rock hits ’em.

The E-mail Tool: Don’t want to pay the postman and printer? Try e-mail. My Silicon Valley friends tell me our industry is slow to adopt Internet tools. Getting in the game now gives you a competitive advantage.

The big decision is graphics or no graphics. You can send a text e-mail without graphics, but it’s not as effective. However, many customers have filters and firewalls that block graphics. One simple solution:

1) Send a brief, snappy text message with a direct link to the deal on your Web site. Prospects who must navigate from your home page to the deal often don’t make it, and you lose the sale.

2) Again, use the text, pictures and graphics provided by your manufacturer.

3) Be sure three elements come through big and bold: the duration of the deal (two weeks is a good time span); the cost savings (dollars or percent); and ordering information — an e-mail address and phone number where prospects can either purchase or get more information.

4) Better yet, have the page set up so that prospects can purchase online. This is a little more complex, but well worth the effort.

I know, I know, the kid in shipping who does your Web site can’t quite handle this assignment. Well, there are two choices here — train and promote the kid or hire a pro. E-mail and the Internet will be as central to your business as the telephone, so get used to it.

The Sales Call Tool: Go visiting. That big purchase is the perfect excuse. This is your relationship-building tool, and where you can really beat the competition. Long-time customers will appreciate the interest, and prospects need to know you better. Your goal: connect with the customer. Show off what you have and show off what you know. Forget belly-to-belly. This is head-to-head, and you win if you know more. Or, it’s heart-to-heart, and you win if you care more. Here are some tips:

1) Make it casual, just drop in. No need for a big presentation, just add the call to your rep’s routine.

2) Make sure there is a leave behind — an up-to-date catalog and literature on the accessories you carry. And, that special deal you’re offering.

3) Increase the impact with a special invite — maybe you have an event coming up — a seminar you’re sponsoring or just some tickets to a ball game.

These little extras get you noticed and remembered.

Don’t forget, a good tool in the wrong hands is a severed thumb — just ask Dr. Stitches in the ER. So be sure the people creating and using these tools know what they’re about. Great graphics don’t mask an incomplete or weak message. A great message with funky graphics looks like something the dog got to after the mailman. A poorly trained sales rep just won’t make the sale.

No sense picking up the sling and rock and smashing your own skull. It’s the giant’s head you want — go for it! c

Paul Muller, principal in Muller & Smith, provides marketing and business building tools to the distributor industry. You can reach Paul at pmuller@mullerandsmith.com or (415) 643-9506.

This article originally appeared in the March 2005 issue of Progressive Distributor magazine. Copyright 2005.

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