Half of Wholesale Distributors Now Use AI for Sales
Phocas Software released its State of Sales in Distribution 2026 Report on September 22. The report surveyed more than 100 wholesale distributors across multiple sectors. It found that 49% of distributors now use AI for selling activities. However, significant gaps remain in basic sales tracking. 39% don't monitor sales forecasting accuracy. One-third fail to measure win rates. HVACR and plumbing distributors made up 19% of survey respondents.
The report shows where your distributors are focusing their efforts. It reveals what they value. Outside sales remains the dominant channel. 55% of distributors rank field reps as most effective. Product knowledge still matters more than price. 75% of distributors say strong product expertise is a top sales rep quality. Only 14% of distributors said best pricing is the top customer priority. 29% cited multi-category convenience.
Review how your distributor reps interact with your business. If they're leaning more on AI tools and less on price negotiations, focus your conversations on product specs. Emphasize application knowledge and bundling multiple categories in each order.
Key Takeaways:
- 49% of wholesale distributors now use AI for sales activities
- 55% say outside field sales is their most effective channel
- Only 14% believe best pricing is customers' top priority
- 39% of distributors don't track sales forecasting accuracy
Source: Phocas Software
