Distributors Learn From Last Winter

Last year’s record-setting snowfall incurred by most of the Midwest left businesses scuttling for rock salt and other deicers as supplies were dwindling and distributors tried to keep up with the customer demand.

Fast-forward to this winter and the rock salt supply is limited to roughly the same amount. The difference is distributors have taken precautionary measures to ready themselves for what is in store these next few months.

Some companies started initiating contact with their ice melt manufacturers earlier than usual. The consistent phone calls and e-mails opened communication between the two parties, reminding manufacturers of the exact amount their distributors needed.

Last winter also forced distributors to seek out their own customers earlier than usual. Most were looking for a more definitive idea of how much rock salt each of their customers were going to purchase.

Other ice melt distributors such as With A Grain Of Salt, Leo, Ind., implemented a new program this year based on previous winters.

“In the past we have allowed our customers to give us an estimate as to how much they need,” says Todd Martin, sales manager. “This year we stuck to the real numbers, basing it off of a four or five year average that a company has had with us.”

The average amount is guaranteed for the customers at a locked-in price for the duration of the winter. Knowing that the deicers are there for them gives customers a peace of mind, says Martin.

In another effort to maintain a strong relationship with their customers, distributors are filling out partial orders to at least give customers some product to use.

The customers have been very understanding, says Christine Szfraniec, general manager of Chicago-based Cragin Industrial Supply.

“We try to be open and honest with them and they know we are trying to get them the best solution,” she says. “They realized after last year that the supply of salt was not endless and could not be taken for granted. It is no longer a commodity.”

Through these times, potential customers are calling around and trying to locate a distributor to buy from. Distributors are hamstrung at this juncture, wanting to provide for new customers, but typically not having the supply to do so.

“For us, if we have inventory we will try to help out new customers,” says Martin. “This year we have had to focus on our core customers now more than ever.”