by Paul V. Arnold

Buyers of maintenance, repair and operations products are, in large part, pleased with the quality level of distributor salespeople who sell them these products. However, a minority of buyers views such quality as a key factor in making a product purchasing decision.

These were among the findings of an exclusive survey conducted by MRO Today and its sister magazine, Progressive Distributor.

More than 100 MRO buyers used the survey to state their opinions — and wants and needs — on the subject of distributor sales representatives.

When asked to rate the quality of MRO distributor salespeople, 71 percent of respondents called the quality level "good." Another 24 percent gave a "very good" rating. Add it up and nearly all respondents provided a thumbs up.

When asked how much influence salespeople have on MRO purchasing decisions, nearly three-fourths of buyers agreed the rep had some influence.

But when asked what factors provide the greatest influence on the buying decision, only one-third of respondents mentioned salesperson quality. Delivery, price and product quality topped the list.

If that wasn’t direct enough, another question brought this response: 48 percent said they don’t want distributor salespeople calling on them. 

Buyers may be saying, in effect, I don’t really care how good the distributor salesperson is, as long as I get what I want when I want it.

What’s the big picture? 

MRO buyers believe distributor salespeople play an important role, but perhaps these purchasing pros are sending out a cry for salespeople to do a better job of displaying the value they bring to the relationship.

What do buyers find valuable?

When asked to list the most important qualities in a sales rep, a majority cited product knowledge and product applications expertise.

This article appeared in the June/July 2001 issue of MRO Today magazine. Copyright, 2001.

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