From blind spots to buyer signals

Most distribution sales reps think they know their accounts. They've got the relationship, the history, the gut feel. But gut feel doesn't tell you which products a customer stopped buying — or which of your competitors is picking up the slack.

In this session, we go inside a real distributor's story: Central Pro Supply, a 70+ rep distribution business serving the irrigation, lighting and landscaping industry. They'll share exactly how their sales team moved from showing up with last year's order list to arriving with buyer signals — specific, data-driven insights that change the conversation before it's too late.

We'll cover:

• Why reps with strong relationships still lose wallet share — and how to spot it early
• The "Swiss Cheese" problem: identifying which products are quietly disappearing within an account
• How to segment your customer base into lost, shrinking, growing and new — so every rep knows exactly what conversation to have next
• What a real signal strategy looks like in practice, built by a team who's still refining it every month

This webinar is for sales leaders, sales operations and commercial teams working in distribution who want their reps to stop reacting and start leading conversations with customers.