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Distributor Offering






Customer Needs
Distributor Offering
Costs & Prices
Selling Value
Delivering Value
Measuring Value
Finding New Value

Step 2: Align Customer Needs with Distributor Capabilities/Offerings

Once a distributor understands what its customers expect and value, it can assess and organize the specific internal processes, capabilities, and infrastructure required to fulfill those requirements. One possible approach is to:

  • Identify and group the customer supplied needs into categories of deliverable value offerings.

  • Compare and assess the importance of each potential value offering using the company's internal strategic measures versus the external value feedback from its customers (by key market segment).

  • Evaluate whether the distributor's internal sales, support and delivery processes are capable of providing the desired value offerings.
  • Develop a final menu of distributor value offerings based on the above evaluation process.
  • Classify each value offering according to its perceived customer importance as Basic or Extended Value.

The outcome of this step is a defined set of deliverable value offerings that are strategically important to distributors and their key market segments.  

Please use our expertise to help you understand and develop your unique Value Offering Menu. Call us today at 704-232-6858.



Contact Dr. McCleave at 704-232-6858 or send your email request to


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