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On Distribution Talk, we dive into the stories, struggles and solutions from interesting characters who have chosen to make a career in the distribution industry. My goal is to entertain, educate and inspire you through these brief conversations.  Thank you for visiting.  If you like what you hear, come visit us often. -Jason

Jan 18, 2023

You're not alone if you’re having a tough time competing against the e-commerce giants. Susan Merlo, digital sales and marketing pioneer and creator of The Digital Distributor, urges CEOs to try a different tact: craft a relationship-focused persona online and power up the e-commerce and CRM assets they already have. 

The shift can transform basic online selling into an engine for lead generation and customer loyalty. Jason chats with Susan about what distributors get wrong in marketing and sales, the risk-free rewards of automation, and creating a content-rich selling environment.

Susan Merlo is a Digital Sales and Marketing Consultant specializing in wholesale distribution. Her focus is on identifying growth opportunities for distributors by integrating digital sales and marketing solutions into their existing sales functions. Her strategies help distributors increase new and recurring sales, customer spend, customer retention, and profitability. Susan is the founder of Next Level iMedia and The Digital Distributor Program. Her book, "The Digital Distributor: Six Steps to Accelerate Sales," is a workbook-style guide that shows distributors how to build a strong digital foundation from which they can successfully communicate their value, manage, and convert more valuable leads, and serve their buyers on their buyers' terms. Learn more at






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Distribution Talk is produced by The Distribution Team, a consulting services firm dedicated to helping wholesale distribution clients remove barriers to profitability, generate wealth and achieve personal goals.   

This episode was edited & mixed by The Creative Impostor Studios. 

Special thanks to our sponsor for this episode: Connected Peers providing virtual communities for wholesale distributors.