S
TRONG PARTNERSHIPS ARE VITAL IN AN INDUSTRY,
but they hold a special place in electrical distribu- tion, which prides itself on the personal bonds— some decades old—that have both cemented deals and created an industry that truly works together to inno- vate and overcome shared challenges. Yet, recent research and hallway chatter indicate that while this industry’s rela- tionships are still strong, they could be stronger. Those inter- corporate bonds are more important than ever, but also increas- ingly challenged by technological advances, a changing marketplace, and other forces. One of the side ef- fects of these changes has been a tendency to stop viewing distribu- tors as “customers” in favor of “partners.” It is a small change and at first glance may not seem meaningful. But how language is used can have powerful effects on behavior.
When Partnerships
Do and Don’t Work
The terms “partner” and “customer” may not seem far apart in mean- ing, but there are shades of distinction that can meaningfully (albeit subconsciously) impact expectations and behav- ior. For example, “part- ner” implies more equal footing, whereas “cus-
tomer” is more transactional and possibly more service oriented. Whether these distinctions are good, bad, or ambivalent depends on the user’s perspective. “Both terms have positives and negatives,” said Dan Dobski, director of sales and marketing at Connexion in Buffalo Grove, Ill. “The inference for the customer is that this is a relationship that is highly valued, but it doesn’t necessarily go both ways. Partnership, to me, infers a relation- ship that must work both ways, but perhaps the emphasis isn’t al- ways on pleasing as much as it might be for a customer.” By way of example, Dobski noted that his company tries to please its own cus- tomers but doesn’t necessarily expect customers to go out of their way to please his company. “It does not require the same amount of effort on both sides,” he said. “I think of a cus- tomer as a transac- tional relationship,” said Don Spurgin, vice president of sales for Encore Wire. “A part- nership to me is two companies working collectively to help each other achieve both parties’ goals. I believe there is a higher level of service for a partner vs. a customer. Partners are people who do the
CURRENT
/
CHANNEL ISSUES
WHAT’S IN A NAME?
Are you a partner or a customer to your manufacturers—and how much does it matter?
by
Carol Katarsky
© I S T O C K
Cover
IFC
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