There is a good news/bad news scenario for distributors, according to an in-depth survey of purchasing executives conducted by Purchasing magazine, a sister publication of INDUSTRIAL DISTRIBUTION. (The first part of this study appears on p. 65.)

Purchasing readers generally give distributors high marks. About 68 percent rate their industrial suppliers as "good" or "excellent." That's the good news.

On the other hand, purchasing executives also say that distributors aren't as technically proficient as they should be. Some respondents say they often call the manufacturer direct for help with application problems, rather than calling their local distributor.

This shouldn't be surprising. In our own research studies, owners and managers of distributorships tell us there is a lack of technically knowledgeable salespeople available today. Those who have these types of people on staff say it leads to increased sales.

If distributors are truly going to become problem solvers, rather than just sellers of products (which Purchasing says must be done), it is critical that they have the appropriate skills. To solve the problem, some distributors have joined forces with their local or community colleges to develop programs that address their technical training needs.

Also in the good news department, colleges and universities with industrial distribution degree programs are graduating some terrific students—many of whom have multiple job offers before graduation. During a recent presentation I made at a sales seminar, three distributors said they are looking for talented young people for career opportunities.

As we've said in the past, distribution, despite all its problems (consolidation, tight margins, etc.), is still an exciting profession. The problem is that many people today don't even know what industrial distribution is, let alone its importance to the economy. What's more, some of the younger people in the industry tell us that little training goes on, and that, generally, their learning skills come from "osmosis."

If you have a new salesperson on your staff, when was the last time you traveled with him, or met in a one-on-one setting to help him improve his selling skills?

One distributor we know has a solid training program in place. A new employee starts in the warehouse, learning about the company's products and their applications. He or she then moves to the front counter area, inside sales and, in some cases, to outside sales. Tests are given before the employee moves to the next level.

Challenge your people to succeed. You'll be the winner.

jkeough@reedbusiness.com