Myths about customer relationships abound in the world of distribution. A few are based in reality while some are based on a promotion gone viral. At best, most are only partially accurate. The adage, “the customer is always right,” has always stuck in my craw. I suspect many fine folks out in distributorland will disagree when I say if you live by this motto, you will soon be enjoying downward mobility and celebrating financial ruin.
Our industry has historically viewed any customer as great as long as they met two criteria: