Your next growth category may already be inside the account.

Alex Gordon of The Highlands Group joins host Adam Fox to explore how distributors can grow existing customer relationships by expanding into adjacent categories like JanSan, Food Service, MRO, and Breakroom.

As traditional category lines continue to blur, Alex discusses why distributors should take a closer look at what their customers are buyinig beyond thier core business. The same decision-makers purchasing office supplies may also influence facilities, maintenance, breakroom, and other areas, creating opportunities to capture more of the account.

But expanding into a new category does not mean becoming an expert overnight. Alex shares how distributors can lean on manufacturers and rep agencies for product knowledge, training, and ride-alongs while building the confidence to have more consultative, solution-focused conversations with customers.

The conversation also explores opportunities in food service and breakroom, the continued relevance of open-brew coffee, and how The Highlands Group is using data, analytics, and AI to identify trends and support more productive sales conversations.

For distributors looking for their next growth opportunity, this conversation offers a simple place to start: understand what else your customers are buying and who can help you win the business.

• (00:00:00) - Introduction to Highlands Group and Rep Agencies
• (00:01:13) - Blurring Channel Lines in OP Landscape
• (00:02:34) - Opportunities in Food Service and MRO
• (00:04:14) - Overcoming Obstacles in Jansan Sales
• (00:05:26) - Training and Solution Selling Approach
• (00:05:43) - Break Room Opportunities and Cross-Selling
• (00:07:04) - Coffee Trends: Single Serve vs Open Brew
• (00:09:45) - Coffee Serving Sizes and Strength
• (00:10:30) - Simplifying Complexity with Data and Analytics
• (00:12:13) - Closing Thoughts