How Wholesalers Win in a Changing Market

ASA members say the path forward requires deeper customer relationships, greater speed and service, and a clearer value proposition.

EMERGE Best Practices Roundtables in Arlington, TX. Photo by Mike Miazga

During the flurry of ASA events this spring, one of the most popular aspects for attendees continued to be the ability to discuss industry hot-button topics with each other at best practices roundtable sessions.

Originators of the best practices roundtable session concept within ASA events, the ASA Emerging Leaders Division had no shortage of discussion topics during its EMERGE2026 event in Arlington, Texas in May.

On the topic of market shifts, EMERGE attendees noted competition continues to intensify as distributors face pressure from retail outlets, contractor-direct channels and industry consolidation.

Participants discussed how they are adapting their strategies to compete more effectively, including operational changes and new approaches to customer service. The groups also explored the growing role of social media in reaching and engaging contractors.

One table noted Amazon’s potential expansion into plumbing distribution is a concern, adding some vendors are selling on Amazon but are unable to meet wholesaler expectations and service requirements.

Another EMERGE table noted big-box retailers have “become a brand themselves, changing dynamics with manufacturers through private-label offerings and direct engagement with engineers.”

To that point, another table stated wholesalers must continue to demonstrate why they are needed and why it is easier to do business with them as opposed to retail competitors.

“Promote solutions rather than simply products,” another table said.

Examples on that front cited by EMERGE attendees include: utilizing influencers and YouTube to better engage customers, maintain conversations with manufacturers and reps to remain aligned on pricing, customer appreciation events and counter days featuring products not available through retail channels (among the many responses that were logged).

When it comes to sales, EMERGE attendees said sales departments within organizations continue to evolve as customer expectations, buying behaviors and technology reshape how business is conducted. Participants discussed strategies for growing existing accounts, identifying new opportunities, competing against online sales channels, preparing for the future of outside sales, leveraging AI and reinforcing value beyond price. The conversation also explored how the next generation of contractors is changing the sales process and what organizations are doing to remain relevant in an increasingly competitive marketplace.

When it comes to growing existing accounts and identifying new opportunities, EMERGE attendees talked about how in-person interactions remain the most effective —relationships matter, as well as moving upstream in the decision-making process by engaging estimators rather than waiting for project managers.

Other suggestions  on this subject included conducting van tours to identify customer needs and recommend additional products, conducting joint sales calls with distributors, developing strong inside sales teams that provide solutions rather than only taking orders and practicing transparency and asking difficult questions.

“We are still very fortunate that we are in an industry that is very relationship driven.
We don't want to talk to bots.” 

EMERGE roundtable participants also discussed topics such as how the next generation of contractors is differing from veteran contractors when it comes to making a sales call, what should the role of the outside salesperson look like in 3-5 years, selling on value instead of price, how is product availability being balanced with inventory cost and turns and how are employees being transitioned from tactical to management roles.

New this year at EMERGE was the introduction of a best practices workshop where attendees gathered in groups to tackle specific industry challenges such as labor shortages and skills gaps, misaligned incentives between partners, knowledge transfer/model for succession planning and modernizing customer relationships.

Regional roundtables
In addition to roundtable sessions being held at EMERGE and the Women in Industry ELEVATE conference in Boston, attendees at the ASA West, ASA Central and ASA Northeast regional summits also took part in these important best practices sharing/networking exercises.

At the Northeast Summit in Newport, Rhode Island, roundtable participants talked about subjects such as electrification, supply chain and inventory, pricing and profitability, digital transformation and customer loyalty.

Similar to the emerging leaders, one Northeast table noted retail big-box stores continue to impact wholesale distribution, while person-to-person interaction still rules the day.

“We are in a human interaction industry,” that table wrote. “Customers want to talk to someone when a pipe bursts in their home.”

At both the Northeast and Central summits, the subject of customer loyalty elicited some productive responses.

“Price is definitely having an effect on loyalty,” one Northeast table wrote.

“Are we loyal to a fault?” a Central table asked. “We’re trying to maintain a relationship-first business in a ‘price-first’ market. We need to really focus on trying to bring enough value to ask for a higher price. Constant updates and communication with our partners are key.”

Another Central table offered this perspective on the customer loyalty topic: “Are relationships still the main advantage? Yes. Technology and speed of communication are becoming more important.”

Also at Central, the topic of selling in a down/sluggish housing market was discussed with one table, noting: “We see consolidation with developers. We need more home builders.”

At the ASA West Summit in San Diego, on the subject of winning back lost customers and what programs work best to do that, one table noted having a customers’ back is paramount. “Stay connected and be there when problems come up,” the table wrote.

ASA West roundtables were asked what the plumbing industry will look like in 2030. One table noted there will be concerns about the wholesale channel potentially shrinking. “A lot could happen with big box, but the independent wholesalers can help tremendously. We are still very fortunate that we are in an industry that is very relationship driven. We don’t want to talk to bots.”

EMERGE2026 Post-Event Digital Package
To get a full ASA Emerging Leaders best practices roundtable report, a report from the EMERGE best practices workshop and the slide deck from speaker Lt. Col. Steve Russell, contact Laura Clark at lclark@asa.net.

By Mike Miazga