One reason some facility maintenance distributors are successful in sales is because they take the time to learn as much as they can about their customers. They know, above all, that no two customers are alike. All customers have different buyer personas, different selection processes, and different views on products.

AFFLINK, a sales and marketing organization for facility maintenance distributors in North America, focuses on some of the questions distributors need answered about their clients to not only be more successful, but better serve them as well.

They include the following:   

  •     What facility operation issues keep this buyer up at night?

  •     What information sources does this person turn to regarding products and services?

  •     Does this buyer seek advice from others in the organization before making a purchase? If so, it might be good for the distributor to also get to know these people.

  •     How does the purchasing process work in this facility? Is the person the distributor is working with the actual decision maker?

  •     What might prevent this buyer from choosing you or your company's offerings?

  •     What organizations does this buyer belong to?

  •     What is the buying cycle for this facility?


"While having the answers to these questions can certainly elevate the performance of the distributor and help in the sales process, we must reiterate that it helps the buyer as well," says Michael Wilson, AFFLINK marketing director. "Understanding their wishes, needs, and challenges helps the [facility maintenance] distributor deliver the precise solutions to meet their customers' needs."