Too many tech trends feel like hype. But for distributors squeezed by rising costs and customer demands, ignoring AI isn’t an option. That’s why Distribution Strategy Group brought in three experts—Kerrie Jordan (Epicor), Brooks Hamilton (AI Strategy Advisors), and Todd Clark (Corvist)—for a no-fluff panel on what’s working now. Over one packed hour, they unpacked five moves that are already helping distributors improve margins, reduce errors, and streamline operations.
Use AI to Help Reps, Not Just Data Scientists
“AI only matters if it helps the person at the counter,” said Kerrie Jordan. And the panel agreed: The real wins aren’t in far-off moonshots—they’re in fixing everyday friction points. Quote time too slow? Out-of-stock suggestions missing? That’s where AI shines today.
✅ Example: One distributor cut quote time from 7 minutes to under 90 seconds by letting AI suggest substitutes.
What to do:
- Find one repetitive decision your team makes by gut.
- Ask if your ERP already has AI tools to help (you might be surprised).
- Run a 30-day test and measure time saved or sales gained.
Don’t Trust Your AI Until Your Data’s Clean
“If your data’s messy, AI will make things up,” warned Todd Clark. The message was clear: your system might look sophisticated, but if cost, price, and availability aren’t aligned, you’re just guessing at margin.
✅ Example: After aligning just three key pricing fields, one distributor’s forecast accuracy jumped 12 points.
What to do:
- Assign a “data owner” for key fields.
- Start with cost, price, and on-hand inventory.
- Add automated checks to catch mismatches before they go live
Fix the Process Before You Add the Tech
Technology can’t save a broken process. Brooks Hamilton nailed it: “Tools move faster than org charts.” If your workflows are built for the 2010s, even the best AI won’t help. You need incentives, workflows, and permissions that actually support the tools you deploy.
✅ Example: One company saw double-digit growth in add-ons after combining AI product suggestions with better counter incentives.
What to do:
- Map a full order from start to finish.
- Eliminate unnecessary approvals.
- Make sure teams are rewarded for using digital tools—not working around them.
Make Self-Service a Data Strategy
Self-service isn’t just about convenience—it’s a feedback loop. Customer portals, when done right, become real-time indicators of buyer intent. Clicks, searches, and logins tell you what customers want, not just what they ordered.
✅ Example: Distributors using AI-powered portals saw a 25% bump in repeat orders.
What to do:
- Track failed searches and fix the top 10 with substitutes or content.
- Feed portal behavior into your CRM.
- Encourage reps to reference the portal in conversations—it reinforces adoption.
Measure What Matters—and Repeat What Works
AI without measurement is just a science project. The panel was blunt: Ask how much margin was gained, how many hours were saved. Not “is it working?” but “what did we gain?”
✅ Example: One team cut stockouts 18% by giving planners a weekly “digital day” to act on AI suggestions.
What to do:
- Capture a clear pre-pilot baseline (errors, margin, labor).
- Publish a simple “pilot kit” to use across branches.
- Review performance at 30, 90, and 180 days—keep what works, rework what doesn’t.
Final Takeaway: Start Small, Learn Fast, Repeat
The smartest distributors aren’t chasing moonshots. They’re tackling known problems with existing tools, measuring the outcomes, and building from there. As Jordan said: “Vision is essential, but execution lives in the day-to-day decisions your team makes.”
Set a short meeting with your IT and commercial leads. Use these five themes as your agenda. Assign owners. Create a 90-day plan. You’ll be surprised how quickly small wins stack up—and how fast you can get ahead of competitors still waiting for the “perfect” plan.
