Wholesale & Distribution International - Fall 2017 - 55
Advance Components is a master-stocking distributor of
specialty fastening products serving about 2,000 customers.
"We believe we do what we do better
than anyone, and there's not many companies trying to do what we do. In fact,
Advance Components is the only master
distributor representing our suppliers that
focuses only on selling to other distributors. It's all about trust when you sell to
distributors. They have to know you won't
be selling to their end-user customers tomorrow. It also takes a significant invest-
ment and involves a lot of technical training of your sales people," Cravens says.
"Our mantra is if you want to be the best,
you have to have the best. To us, that means
having the best people, training, facilities,
equipment and technology."
Advance Components recently added two salespeople to its staff and created a proprietary sales training program,
dubbed Advance Sales University. "We've
worked diligently to get the right people on
the bus and get them into the right seats,"
he adds. "We believe that success lies first
in hiring great people, then being willing to
invest in their training."
The company's technology improvements include implementing a new customer relationship management tool that enables it to better share and track data. "We
make investing in technology a priority,"
Cravens says. "We never hesitate to provide our team with state-of-the-art com-
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