Years ago, critics complained that industrial distributors merely sold products. If that were ever true, it certainly is not today. Distributors are problem solvers, assisting customers with myriad problems and, in many cases, partnering with them. Buyers tell us that they're looking for distributors to provide their interpretation of value-added services.

We've documented many of those efforts over the years. But few distributors have had the challenge that was thrown at Atlantic Industrial Technologies recently (p. 64 ).

Atlantic's client, McLaren Engineering, asked the company, a hydraulics distributor based in New York, to help design and implement a system for a Las Vegas show that "seemed to defy the laws of physics." Cirque du Soleil wanted a stage that could move its 150-ton physique two feet per second. The stage is buried at the beginning of the show, during the show lifts up to 70 feet in the air, then tilts to 100 degrees and more, and then spins—a remarkable feat at best.

This isn't the first theatrical show that Atlantic has been involved in, but it surely rated as one of the company's toughest projects.

Another company that prides itself on being a "flexible solutions provider" is Westflex Industrial, of National City, Calif. (p. 40).

"Problem solving—that's what we do," says Dixon LeGros, president of the hose and accessories distributorship. LeGros points out that his company goes far beyond selling products such as industrial hose, fire hose, gaskets, pipe clamps and couplings. Westflex provides services such as kitting, on-site inspection, product assembly, gasket design and much more.

Customers rave about Westflex's ability to work with them to provide services during schedule-sensitive times. Westflex has also invested in a high-tech gasket cutting machine, and is now looking to expand into hydraulics because that's what customers want.

In today's competitive market, every distributor tries to stand out from his competitor. And selling high-quality products at a fair price is only part of the equation. Providing services customers want and are willing to pay for is the critical aspect of sales success. And that's something to keep in mind.

jkeough@reedbusiness.com