Celebrating the distributor

Fundamentally, distributors are the ‘connectors’ of the cleaning industry. Through them, products manufactured by small companies in one corner of the world are in use by customers in an entirely different region. It is distributors, with their wealth of knowledge about the many products on the market, who are able to provide a varied and informed choice of products that meet the exact needs of the customer, and recommend the perfect product for any job.

However, the world of the distributor is a fast-paced – and often challenging – one. Perhaps the two main issues they face today are current economic conditions and the on-going internet revolution. The European economy (whilst I am confident it will see a slow but steady growth in the coming few years) is still on the whole very tight, and coupled with the continual rise of online logistics competitors, many distributors may be concerned that their value is being diminished. Instead of looking at the lifetime cost of a product, or indeed its overall cleaning performance, it may sometimes seem like the initial cost of purchase is the only factor influencing buyers’ decisions today.

Overseas opportunities 

Despite the changing landscape of the cleaning industry, I believe that these fears are perhaps being overstated by many parties. I would like to instead turn their attention to the many opportunities for distributors currently presenting themselves. For example, the continuing development of our industry in Central and Eastern Europe, Russia and the CIS states offers real potential for distributors wanting to expand their business further overseas. In addition, technology should be viewed not as a challenge but as a tool to streamline, enhance and improve the sales process, and better identify the needs of their clients.

The challenges are there, but opportunities abound. Above it all, we must remember the true value of distributors is their ability to form a personal relationship with the customer, offering expert and informed advice on a face-to-face basis. Coupled with their passion and professionalism – which I have witnessed in nearly all of my personal dealings with distributors – I am confident that their role will continue to be deemed a vital one to manufacturers and customers alike all over the world.

ISSA began in 1923 as an association to represent the interests of distributors. Of course, since that time we have grown to be the leading, worldwide association for all aspects of the cleaning industry. Yet the role of distributors is still an issue close to ISSA’s heart, and we currently have 2000 distributor members globally. If you have any opinions or constructive ideas about the future and changing nature of this role, please do not hesitate to get in contact with us – we would love to hear from you.