The more we communicate with customers and prospects, the more we sell. The more that people hear from us, the more they buy from us. (The opposite is also true. The less they hear from us, the less they buy.)
Distributors are constantly talking about the need to transform their businesses from commodity-oriented organizations to marketing and communication service specialists. It’s a common and worthwhile goal, but there’s no roadmap (or even a starting point) to help most companies move forward along the path toward transformation.