What's in your customer's supply closet that they're buying from someone else? A walk through the facility might tell you where to start.
On this episode of Distribution Unpacked by SPR Studio, host Adam Fox sits down with Lauren Keating, Director of Sales at Morcon Tissue, to explore how independent distributors can grow existing accounts by spotting overlooked needs across office products, janitorial supplies, and foodservice.
Lauren shares CHIPS, a framework that helps distributors ask better questions before recommending a product. It covers five priorities customers weigh when making a purchase: cost-in-use, hygiene, image, productivity, and sustainability. A healthcare facility might prioritize hygiene and controlled dispensing, while a restaurant might focus on how much product it goes through and how easily a change would fit into its daily operations.
The conversation also covers how family-owned Morcon approaches its towel and tissue lineup with good, better, and best options and how it's working to expand its sustainability certifications.
Lauren's advice for your next customer visit is simple. Walk the facility, see what's already in use and ask how it's working for the people who use it every day.
