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Unlocking Profit with AI: Optimizing Contracts and Special Price Agreements — Transcript

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  1. 0:00good afternoon and welcome to the
  2. 0:02National Association of wholesaler
  3. 0:04Distributors webinar unlocking profit
  4. 0:07with AI optimizing contracts and special
  5. 0:10price agreements first I'd like to thank
  6. 0:13our sponsor today Sparks IQ Sparks IQ
  7. 0:16solves business challenges by enabling
  8. 0:19data-driven decisions and equipping
  9. 0:21Frontline sales teams with skills and
  10. 0:24accelerated results working closely
  11. 0:27together since
  12. 0:282014 Sparks IQ and naw partner to
  13. 0:32support its distribution members with
  14. 0:35Innovative and insightful Solutions and
  15. 0:37resources to accelerate their business
  16. 0:40performance I'm very excited to welcome
  17. 0:42our guest David Bowers president and CEO
  18. 0:45of Sparks
  19. 0:46I David has been committed to helping
  20. 0:49companies accelerate sales and
  21. 0:51profitability with the right analytics
  22. 0:54tools and complimentary skills training
  23. 0:57since he founded the company in 1993
  24. 1:01a couple of things to note before we get
  25. 1:03started if you'd like to ask a question
  26. 1:05please submit them via the Q&A function
  27. 1:08at the bottom of your screen this
  28. 1:10webinar will be recorded and posted at
  29. 1:13mew's digital Warehouse which is our
  30. 1:15online resource
  31. 1:17Library without further Ado David I'll
  32. 1:20turn it over to you what do you have for
  33. 1:22us today thanks we're here today to talk
  34. 1:24about uh how to optimize contracts and
  35. 1:27special price agreements and and uh this
  36. 1:30is a very timely presentation I hope as
  37. 1:33a lot of companies have significant
  38. 1:36amount of contract activity going into
  39. 1:38the fourth quarter with agreements some
  40. 1:41agreements uh expiring or being up for
  41. 1:44renewal at January 1 so this is
  42. 1:48hopefully a topical topic for
  43. 1:51everybody so in terms of today's agenda
  44. 1:53we'll be talking about the importance of
  45. 1:55contracts and special price agreements
  46. 1:57uh in terms of how they build account
  47. 2:00position how they acquire new business
  48. 2:02help acquire new business how to become
  49. 2:04a significant part of organic growth for
  50. 2:07Distributors we'll talk about a little
  51. 2:09bit about the challenges that they bring
  52. 2:12with them over time as they keep getting
  53. 2:15added to uh to the business and then
  54. 2:18we'll talk about some of the new
  55. 2:20technologies that can help Distributors
  56. 2:22to get a handle on their contracts and
  57. 2:26csps and really how Ai and machine
  58. 2:29learning can automate a lot of the
  59. 2:30drudgery and uh help companies clean up
  60. 2:34the accumulated uh Messes in many cases
  61. 2:38of Decades of salespeople adding in
  62. 2:41special agreements uh and contracts into
  63. 2:44their Erp systems and then we'll leave a
  64. 2:46little bit of time for
  65. 2:48Q&A so first we'll talk a little bit
  66. 2:51about the importance of contracts and
  67. 2:52we'll use these terms uh interchangeably
  68. 2:55today contracts and csp's customer
  69. 2:57specific pricing a lot of the agreement
  70. 2:59ments are not technically contracts but
  71. 3:02um they represent commitments to
  72. 3:04customers and so we'll use those those
  73. 3:07terms more or less interchangeably today
  74. 3:10because from a a data perspective and an
  75. 3:12analytical perspective they have a lot
  76. 3:14of common
  77. 3:16characteristics so first of all we know
  78. 3:18that contracts and csps are very
  79. 3:21important for distributors in fact as we
  80. 3:24look across a broad cross-section of
  81. 3:26verticals we see for really strong
  82. 3:29distributors contracts can represent 50%
  83. 3:32or more of their annual revenue
  84. 3:34depending on obviously the vertical
  85. 3:36Market that they're in and the uh the
  86. 3:39customer base that they're targeting and
  87. 3:42we know that based on buyer preferences
  88. 3:45and the competitive landscape the
  89. 3:47contracts are essential to being able to
  90. 3:50win the business and whether it's a an
  91. 3:53ongoing account relationship or key
  92. 3:55projects these all have very uh visible
  93. 3:58and price competitive environments and
  94. 4:02uh companies really have to sharpen
  95. 4:04their pencils and become much uh much
  96. 4:08more focused in how they approach these
  97. 4:12accounts so we know that there's a lot
  98. 4:14of benefits to contracts in
  99. 4:18CSP they're really about new customer
  100. 4:21acquisition if they have they're
  101. 4:23structured correctly they can improve
  102. 4:26loyalty of customers over time we also
  103. 4:29know that with the right structure they
  104. 4:32can not only acquire new business but
  105. 4:34also become a significant engine of
  106. 4:36growth and
  107. 4:37profitability as companies properly and
  108. 4:41effectively manage the structure of
  109. 4:43those
  110. 4:43contracts over time with the right
  111. 4:46pricing in place they can help Drive
  112. 4:48greater adoption and lead to higher
  113. 4:50Market Basket diversity in terms of how
  114. 4:53customers buy from those
  115. 4:55agreements and because they're
  116. 4:57structured and focused on specific large
  117. 5:01account typically larger account uh
  118. 5:04opportunities they can often help lead
  119. 5:07to vendor cost support in the form of
  120. 5:09rebates or special pricing from those
  121. 5:13vendors which help us to increase the
  122. 5:15profitability help to use vendor money
  123. 5:17to acquire new customers and to drive
  124. 5:20the long-term health of the
  125. 5:22business with contracts we also help to
  126. 5:25formalize how buyers buy from the
  127. 5:27distributor and this can help to
  128. 5:30increase stickiness of that customer
  129. 5:32relationship reduce churn and uh overall
  130. 5:36provide a stronger base of stable growth
  131. 5:39for
  132. 5:40companies they also can help because
  133. 5:43they anticipate price sensitivity of
  134. 5:45different customers they can help to
  135. 5:46lower manual overrides while
  136. 5:49increasing the process discipline that
  137. 5:52leads to
  138. 5:56profitability so the challenge of these
  139. 5:59types of agreements is comes from a few
  140. 6:03basic attributes that we'll talk about
  141. 6:05here today so part of it is how they fit
  142. 6:08into the margin mix of a company and
  143. 6:11part of it is about complexity so one of
  144. 6:14the things we know about contracts is
  145. 6:17that they are significantly more
  146. 6:20complicated in terms of the sales
  147. 6:22process and how we engage with customers
  148. 6:25we also know they go through multiple
  149. 6:27rounds of uh of competition to get the
  150. 6:31customers's business they often have to
  151. 6:34be negotiated on a prolonged basis with
  152. 6:36special terms and
  153. 6:38conditions also we know that the sheer
  154. 6:41complexity of these agreements can
  155. 6:43become overwhelming over time it's one
  156. 6:46thing to review a single contract on a
  157. 6:49timely basis but as we start to add
  158. 6:51dozens or hundreds or thousands of
  159. 6:54contracts each with dozens or hundreds
  160. 6:57of line items or more we end up with a
  161. 7:00very significant uh amount of complexity
  162. 7:03in terms of what has to be managed and
  163. 7:06maintained within the Erp system and we
  164. 7:09also know that many contracts have
  165. 7:11varying durations they may have varying
  166. 7:13expiration dates which just adds a whole
  167. 7:16another layer of uh complexity to the
  168. 7:20management and review
  169. 7:22process so the most important thing is
  170. 7:24that to understand here is that
  171. 7:27contracts and csps have a significantly
  172. 7:30lower margin performance compared to uh
  173. 7:34standard system pricing so typically
  174. 7:38companies may have you know 50% or more
  175. 7:41of their revenue in that particular
  176. 7:43class compared to their standard pricing
  177. 7:46or their even their overrides in manual
  178. 7:48pricing as we look at the margins we
  179. 7:51typically see over a thousand basis
  180. 7:52points lower performance on contracts
  181. 7:56and csps compared to standard price ing
  182. 8:00which is similar to what we see with
  183. 8:02manual override type
  184. 8:04pricing so over time the tricky part is
  185. 8:08the sheer amount of
  186. 8:09complexity that sits in contracts and
  187. 8:12csps the the amount of Revenue that's
  188. 8:14going through this particular uh pricing
  189. 8:17method and then also the significantly
  190. 8:20lower margins that they bring so this is
  191. 8:23where if if we aren't rigorous in how we
  192. 8:26manage csps we can end up with a
  193. 8:29significant profit Sy coal in the
  194. 8:34business so Sparks IQ has analyzed
  195. 8:37thousands of contracts and looked at
  196. 8:42what are the um what are the positions
  197. 8:46that salespeople make when they assign
  198. 8:48products on or off
  199. 8:50contract what we've seen is there's a
  200. 8:52extremely high level of variability and
  201. 8:54how effective sales people are at
  202. 8:57understanding what should be on or off
  203. 8:59cont contract and um the consequences of
  204. 9:02course are very high so if we look at
  205. 9:05you know if we look at a customer's
  206. 9:07total purchases from a distributor we'll
  207. 9:10see that um on average 37 36.8
  208. 9:1537% of the items that that customer Buys
  209. 9:20have been correctly positioned within
  210. 9:22the contract and that's important
  211. 9:25because that's what drives wallet share
  212. 9:27on the most visible and sensitive
  213. 9:29product
  214. 9:30you can see how much variability there
  215. 9:31is around that number though in the top
  216. 9:34quintile they have 51% of what's
  217. 9:36supposed to be on the contract on the
  218. 9:39contract whereas at the lowest quinti
  219. 9:41only 7% is there so this is represents a
  220. 9:46significant amount of leakage in terms
  221. 9:48of wallet share when salespeople don't
  222. 9:52accurately understand the customer's
  223. 9:55buying profile and position those
  224. 9:57products on contract
  225. 9:59you can see on the upper right side
  226. 10:02these are there's a significant amount
  227. 10:04that is um maintained off contract a
  228. 10:07smart salesperson working for a smart
  229. 10:10distributor knows that not everything
  230. 10:12the customer buy should be on contract
  231. 10:15depending on the nature of the
  232. 10:16competitive environment the nature of
  233. 10:19the the product set that's being sold
  234. 10:22it's important to be able to maintain
  235. 10:24off-contract spend what we call non-
  236. 10:26declared spend because it will typically
  237. 10:29carry a th000 basis points are more
  238. 10:32profitability so we can see that on
  239. 10:34average of a customer's purchases the
  240. 10:37sales person will generate 16% correctly
  241. 10:40off contract and that helps them to
  242. 10:44offset the lower margins of the items
  243. 10:46that are on
  244. 10:47contract if we look in the lower half of
  245. 10:50this chart however we see significant
  246. 10:53opportunities here and by the way in the
  247. 10:54upper right you can see again how much
  248. 10:56variability there is the best sales
  249. 10:58people are getting 40% correctly off
  250. 11:01contract the worst are only getting 5%
  251. 11:03correctly off contract which means
  252. 11:06there's a significant margin degradation
  253. 11:08for those salespeople who don't
  254. 11:10understand how to maintain non-contract
  255. 11:12non- declared spend we look on the lower
  256. 11:15left side um of the customer's spend
  257. 11:19that's on the contract we see that
  258. 11:21there's a significant amount that should
  259. 11:22have never have been on the contract you
  260. 11:25can see on average 30% of a customer
  261. 11:28spend should not have been on the
  262. 11:30contract for the average salesperson of
  263. 11:33course when they fail to get that off
  264. 11:35contract they're selling at a th basis
  265. 11:37points lower prices generally speaking
  266. 11:41and again you can see the the sheer
  267. 11:43variability around these numbers the
  268. 11:46best quintile of sales people having
  269. 11:48only 5% that was U mistakenly left on
  270. 11:53contracts compared to the the worst
  271. 11:55sales people at
  272. 11:5742.3% vast ly overburdening the
  273. 12:00agreement with low price combinations
  274. 12:02that customers don't react to in the
  275. 12:06lower right side you can see U there's a
  276. 12:08big cost when salespeople don't
  277. 12:10understand what are the products that
  278. 12:12should be on the contract and you can
  279. 12:14see of the customers total spend there
  280. 12:17was on average
  281. 12:1916% of customer spend that was
  282. 12:23predictably price sensitive and driving
  283. 12:25wallet share and adoption that the
  284. 12:28salesperson failed to appropriately get
  285. 12:30on contract that typically leads to
  286. 12:33lower share of wallet and makes it
  287. 12:36harder to um to drive adoption of those
  288. 12:39contracts leads to cherry-picking Etc
  289. 12:41and you can see again the sheer amount
  290. 12:44of variability among salespeople
  291. 12:45negotiating these contracts and special
  292. 12:48price agreements the best quintile only
  293. 12:51has 3% that they missed on the contract
  294. 12:53that should have been on there whereas
  295. 12:55the worst quintile of sales people is is
  296. 12:59missing over half of what they should
  297. 13:00have gotten in terms of the customer
  298. 13:04spend so the challeng is it's clear that
  299. 13:08you there's a lot of money in this um 10
  300. 13:11a thousand basis points in an industry
  301. 13:13that on the average makes 400 basis
  302. 13:15points is a huge amount of money and
  303. 13:18what we're talking about here is how do
  304. 13:20we start to crack through the
  305. 13:22complexity of contracts and uh as we
  306. 13:26look at Distributors and their contract
  307. 13:28challenges we see commonly thousands of
  308. 13:31these contracts that are sitting in the
  309. 13:33Erp system typically there's hundreds or
  310. 13:36thousands of products on each contract
  311. 13:38depending on the industry there may be
  312. 13:41extremely variable vendor cost supports
  313. 13:44which um need to be renegotiated
  314. 13:46typically as those agreements come up
  315. 13:48for Renewal there may be inconsistent
  316. 13:52price factoring some of them as net
  317. 13:54prices others as list less factors or
  318. 13:57Cost Plus factors things like that
  319. 14:00we also see that there are unpredictable
  320. 14:03or scattered U renewal dates so some of
  321. 14:07them may be on a calendar year some of
  322. 14:09them may be one-year agreements some of
  323. 14:11them may be longer terms and it's very
  324. 14:14easy for Sellers and for management
  325. 14:17teams to lose control of this uh part of
  326. 14:21their business just based on the sheer
  327. 14:23complexity from a timing perspective and
  328. 14:27from a a data intensity perspective Ive
  329. 14:30in many cases salespeople don't start
  330. 14:32looking at these agreements until a few
  331. 14:34weeks or even a few days in some cases
  332. 14:37before they're up for Renewal and
  333. 14:39because they haven't uh spent the right
  334. 14:42amount of time using the right tools or
  335. 14:43the right processes they're often
  336. 14:46failing to make important adjustments to
  337. 14:48those agreements to drive sales and
  338. 14:51profitability and furthermore most Erp
  339. 14:53systems are terrible at helping to
  340. 14:56manage this process they're not designed
  341. 14:59for analysis or review or decision
  342. 15:02making they're designed more for
  343. 15:04execution
  344. 15:08purposes and there's lots of bad habits
  345. 15:10that creep into contracts and special
  346. 15:13price agreements we'll just review a few
  347. 15:15of them here but uh they are significant
  348. 15:19we see a huge amount of peanut butter
  349. 15:21pricing where the same margins are
  350. 15:23applied across product lines that have
  351. 15:26radically different levels of price
  352. 15:27sensitivity uh radically different cost
  353. 15:30to serve radically different vendor cost
  354. 15:32supports and uh these peanut butter
  355. 15:35practices leave a lot of money on the
  356. 15:37table and in some cases leave share of
  357. 15:40wallet on the table if they haven't been
  358. 15:42uh aggressive
  359. 15:44enough and we see that while many of
  360. 15:47these contracts have very aggressive
  361. 15:50pricing which was appropriate to win the
  362. 15:52customer years later those prices
  363. 15:55haven't been touched and later in the
  364. 15:57life cycle when the value to the
  365. 15:59customer has been built up over time
  366. 16:01when switching costs have increased many
  367. 16:04companies have not remediated their
  368. 16:07aggressive pricing to uh reflect the
  369. 16:10maturity of that customer
  370. 16:12relationship we also see huge amount of
  371. 16:15defects in contracts around failing to
  372. 16:18secure proper vendor cost support
  373. 16:21typically about 30% of vendor cost
  374. 16:24supports are missing in these agreements
  375. 16:26a combination of missing customers
  376. 16:28missing products or under supported
  377. 16:31customer product
  378. 16:33combinations in addition there is a
  379. 16:36significant lack of linkage between
  380. 16:39share of wallet contract adoption or
  381. 16:41cost to
  382. 16:42serve so a huge amount of pricing
  383. 16:46leakage in these
  384. 16:47agreements and of course when the
  385. 16:50process of contract management is lacks
  386. 16:54these bad habits tend to be extended and
  387. 16:58rolled over over year after year after
  388. 17:00year and thus becoming a significant
  389. 17:03profit black hole for the the companies
  390. 17:06that have
  391. 17:07them there's lots of other leakage
  392. 17:09points uh cost increases that haven't
  393. 17:12been indexed properly within the
  394. 17:14contracts inactive or underperforming
  395. 17:17customers and SKS promises that are made
  396. 17:21by customers and accepted credulously by
  397. 17:25salespeople that don't bear out in terms
  398. 17:28of actual real world
  399. 17:30performance uh are failed companies
  400. 17:32failed to remediate those again leaving
  401. 17:35tons of money on the
  402. 17:37table lots of wasteful discounting over
  403. 17:40overaggressive
  404. 17:42application of of discounts across too
  405. 17:46many product categories inappropriate
  406. 17:48products within categories just a long
  407. 17:51laundry list of discounting uh defects
  408. 17:56you think about it from a Six Sigma
  409. 17:57perspective
  410. 17:59and of course missing vendor cost
  411. 18:00supports in many Industries contract
  412. 18:03business um is successful to the degree
  413. 18:07in which it can secure a distributor can
  414. 18:09secure best vendor cost supports from
  415. 18:12their
  416. 18:14suppliers talked a little bit about that
  417. 18:16whole customer life cycle issue and the
  418. 18:19importance of adapting customer pricing
  419. 18:23over time as life cycle positions change
  420. 18:27and uh many companies just have haven't
  421. 18:29haven't developed any metrics of
  422. 18:32customer life cycle position or
  423. 18:35considerations and lots of times these
  424. 18:37agreements get um accumulate lots of new
  425. 18:40baggage over time as salespeople keep
  426. 18:42adding new products to the agreements
  427. 18:44not pruning appropriately the products
  428. 18:47that shouldn't be on the agreement over
  429. 18:49time more and more revenues being sold
  430. 18:51at lower margins into mature customer
  431. 18:56relationships and this whole issue of
  432. 18:58rolling expiration dates salese not
  433. 19:02being able to keep track of when they
  434. 19:03need to review not having the tools the
  435. 19:06training the process the technology to
  436. 19:10effectively review those agreements
  437. 19:12trying to weed through them in Excel
  438. 19:16spreadsheets and other uh Clumsy tools
  439. 19:19like that leads to a significant amount
  440. 19:22of just rolling over of agreements
  441. 19:24without proper review
  442. 19:29so with the sheer complexity of these
  443. 19:31agreements in terms of timing in terms
  444. 19:33of number of products number of
  445. 19:35customers these can quickly grow into
  446. 19:39hundreds of thousands of line item
  447. 19:41records in the contracts or special
  448. 19:44price agreement databases of companies
  449. 19:47the complexity of all of this has often
  450. 19:49escaped the company's ability to manage
  451. 19:53and to optimize and to rationalize those
  452. 19:56agreements fortunately now through
  453. 19:59machine learning and artificial
  454. 20:01intelligence there are tools that can
  455. 20:03help to automate a lot of the tedious
  456. 20:06parts of contract review be able to
  457. 20:09apply uh best practices from successful
  458. 20:12sellers to help uh average sellers to be
  459. 20:15able to improve their approvals and
  460. 20:17review of these agreements the pruning
  461. 20:19of these agreements Etc and although
  462. 20:22it's necessary to keep humans in the
  463. 20:24loop with these types of tools it's
  464. 20:26extremely important for distributors to
  465. 20:29really revisit how they manage contracts
  466. 20:32and
  467. 20:33csps it is becoming increasingly common
  468. 20:36in competitive Industries for companies
  469. 20:38to use these types of tools and
  470. 20:40Distributors who don't use them will
  471. 20:42find themselves with lower sales lower
  472. 20:45margins or
  473. 20:46both so some of the the tools in from AI
  474. 20:50can really help sellers do some
  475. 20:53important uh housekeeping here in terms
  476. 20:56of how they manage their agreements
  477. 20:58quickly we can help remove inappropriate
  478. 21:01products help to remove customers or
  479. 21:04combinations of customers and products
  480. 21:06that don't belong on these agreements we
  481. 21:09can also help to identify where are the
  482. 21:12opportunities for wallet share
  483. 21:14improvements and to make sure that those
  484. 21:17products are added into the agreements
  485. 21:18even when the the customer's own
  486. 21:21sales uh data don't show that they're
  487. 21:23consuming those we can infer those from
  488. 21:27important an analy ICS around customer
  489. 21:30purchasing behaviors and
  490. 21:33profiles uh obviously being able to
  491. 21:36understand the impact of vendor cost
  492. 21:38increases and recommending price
  493. 21:41adjustments to sellers to be able to
  494. 21:45quickly and efficiently make needed
  495. 21:46price
  496. 21:48changes and then also identifying across
  497. 21:51hundreds of thousands of line items
  498. 21:53where are the price factoring mistakes
  499. 21:55that have been made where we have lost
  500. 21:58the indexing of price to cost throughout
  501. 22:01those
  502. 22:02agreements and identifying as I
  503. 22:05mentioned before where do we need to
  504. 22:07engage with our vendors to get better
  505. 22:10cost supports we know that just as
  506. 22:12there's huge amount of variability in
  507. 22:14sell-side pricing there's also a lot of
  508. 22:16variability in buy side cost supports
  509. 22:18from
  510. 22:19vendors when we analyze the vendors um
  511. 22:23approval processes based on requests and
  512. 22:27the approved uh cost supports were able
  513. 22:30to start recommending best cost support
  514. 22:32combinations to those
  515. 22:34Sellers and of course to really help
  516. 22:38build more profitable pricing by
  517. 22:40reducing the over discounting of low
  518. 22:43sensitivity spending it by the
  519. 22:48customer so we talked about the
  520. 22:50importance and of these csps but also
  521. 22:53the complexity of it when you've got so
  522. 22:56many vendors so many different customer
  523. 22:59skew combinations in the Erp system all
  524. 23:02of these floating expiration dates it
  525. 23:05becomes especially important to automate
  526. 23:08and to apply new tools to make this
  527. 23:11process more complete uh lower effort
  528. 23:15and also to improve the results of it
  529. 23:18and as I mentioned earlier this is
  530. 23:20really not about replacing sellers but
  531. 23:23in uh supporting Sellers and making
  532. 23:25better decisions around their
  533. 23:27Contracting
  534. 23:29uh
  535. 23:29process and we do believe this will be a
  536. 23:32significant competitive Advantage for
  537. 23:34companies where contracts are
  538. 23:39important so some of the most important
  539. 23:41innovations that are going on right now
  540. 23:43in the contract World involve uh
  541. 23:45customer position analysis when
  542. 23:48contracts are set up we always hope that
  543. 23:50things will go well that customers will
  544. 23:52will buy from them but we know from The
  545. 23:54Real World that frankly that's the
  546. 23:57exception rather than than the rule so
  547. 24:00it's really taken some some advancement
  548. 24:03in how we understand customer purchasing
  549. 24:05Behavior to be able to predict what is a
  550. 24:09customer's a distributor's position with
  551. 24:12a given customer some of the platforms
  552. 24:14that Sparks IQ uh processes we have
  553. 24:17buyer
  554. 24:19automation uh platforms that help buyers
  555. 24:22to buy from their Distributors we've
  556. 24:23been able to train models based on buyer
  557. 24:28uh transactions across all of their
  558. 24:30suppliers to understand what are the
  559. 24:32markers and
  560. 24:33indicators of a distributor's
  561. 24:35position and with these types of of
  562. 24:38tools we're able to help really assess
  563. 24:41what is the the contract customer
  564. 24:43engagement level what is their adoption
  565. 24:45rate and how do we start to uh adapt the
  566. 24:49life cycle pricing based on
  567. 24:52that one of the most important uh
  568. 24:54insights we've gained is that typically
  569. 24:56Distributors can improve their margins
  570. 24:59on their contract business by between
  571. 25:01200 and 400 basis points while also
  572. 25:04improving how buyer Centric they are
  573. 25:06with their
  574. 25:09customers so contract position analysis
  575. 25:12is extremely important and we've really
  576. 25:15got four types of customer buying
  577. 25:17behaviors that we see commonly in
  578. 25:19distribution obviously can vary based on
  579. 25:22the vertical or the sub verticals in
  580. 25:25different markets but there are four
  581. 25:26different types that Sparks IQ has
  582. 25:29identified there's the U primary
  583. 25:33supplier which is where a distributor
  584. 25:36has achieved both High share of wallet
  585. 25:39as well as high Market Basket diversity
  586. 25:42there's secondary suppliers that's in
  587. 25:44the upper right um on the upper left
  588. 25:46you'll see secondary suppliers this is
  589. 25:49where they're getting a a significant
  590. 25:51amount of diversity but they're not
  591. 25:54getting the appropriate share of wallet
  592. 25:57in many of the C categories that they're
  593. 25:59selling into and then we have tertiary
  594. 26:01suppliers which is in the lower left
  595. 26:04where they're low on both diversity as
  596. 26:06well as Sheriff wallet and then in the
  597. 26:09lower right we have a couple of
  598. 26:12specialist categories where they are
  599. 26:14getting significant share of wallet and
  600. 26:17a relatively narrow Market Basket one of
  601. 26:21the um most pivotal analytics in terms
  602. 26:25of contract analysis is being able to
  603. 26:27understand not only the position but
  604. 26:30also the engagement score so every
  605. 26:33customer's position can be scored in
  606. 26:35terms of how effectively or how
  607. 26:37significantly they're buying from a
  608. 26:39given distributor and we're able to
  609. 26:41assess the gaps based on their uh their
  610. 26:45less than optimal engagement
  611. 26:51scores one of the most important things
  612. 26:53we talked about was customer life cycle
  613. 26:56and we know over time that customers
  614. 26:58will change how their position uh looks
  615. 27:02from one period to another and U as we
  616. 27:05come through the renewal process we want
  617. 27:07to be able to identify which customers
  618. 27:10are changing positions and here you can
  619. 27:12see a sample analysis that Sparks IQ
  620. 27:16provides for some of its contract
  621. 27:18analysis where we show uh what's going
  622. 27:21on and how many primaries are turning
  623. 27:23into secondaries tertiaries Etc and we
  624. 27:26want to be able to adapt our pricing
  625. 27:28either to capture better pricing when we
  626. 27:31move up in terms of position or being
  627. 27:35able perhaps to use carefully targeted
  628. 27:37discounts when there's a
  629. 27:39deterioration in customer
  630. 27:44position and over time we can start to
  631. 27:47build dashboards for contracts that show
  632. 27:49how many of the contracts are performing
  633. 27:52at primary secondary tertiary specialist
  634. 27:55levels and as we start to understand
  635. 27:58that more dynamically we're able to
  636. 28:00update our pricing standards we're able
  637. 28:03to prune and optimize contract
  638. 28:09structures in many cases there's gaps
  639. 28:12not only in terms of uh engagement
  640. 28:15scores but also of course purely in
  641. 28:17pricing or or sales performance we also
  642. 28:21know that there can be very significant
  643. 28:23differences in net profitability across
  644. 28:25these agreements so as you get into the
  645. 28:27contract
  646. 28:28space aggressively you want to be
  647. 28:31managing and measuring uh net
  648. 28:34profitability not just gross margin
  649. 28:37profitability and these new tools are
  650. 28:39able to help you really uh rigorously
  651. 28:43understand the true position that you
  652. 28:45have in all of these
  653. 28:49Dimensions so there are a few basic
  654. 28:52types of uh of outputs that come from
  655. 28:55this type of uh work work one is really
  656. 28:59building the appropriate recommendations
  657. 29:02for different types of customers getting
  658. 29:04their pricing squared away another is
  659. 29:08helping to secure appropriate vendor
  660. 29:09cost supports and uh making sure that
  661. 29:13vendors are playing the appropriate role
  662. 29:15in in winning these uh these
  663. 29:21deals few keys to uh improving
  664. 29:26profitability obviously we need to set
  665. 29:28appropriate pricing targets for the next
  666. 29:30term that means doing careful price
  667. 29:32analysis and uh relating that to
  668. 29:35customer life cycle and engagement
  669. 29:37scores reviewing and
  670. 29:41rationalizing the pass through cost
  671. 29:43increases pruning wasteful additions to
  672. 29:46contracts we talked about how many uh
  673. 29:48items are on contract that shouldn't be
  674. 29:50on contract getting them off so that we
  675. 29:52can capture higher
  676. 29:54profitability converting fixed Nets to
  677. 29:57factored pricing is another uh key to
  678. 30:01driving improved
  679. 30:03profits and then understanding the
  680. 30:05cherry-picking behavior of customers
  681. 30:07just because you sign an agreement
  682. 30:08doesn't mean the customer is going to
  683. 30:10buy from that agreement being able to
  684. 30:11measure and infer and to uh recommend
  685. 30:16improvements to those agreements to
  686. 30:18remediate cherry picking is
  687. 30:20critical and then getting better cost
  688. 30:22supports from vendors on the buy
  689. 30:26side so Sparks IQ is now uh offering to
  690. 30:29naw Distributors who have an interest in
  691. 30:32exploring this further uh a workshop to
  692. 30:35help you understand the opportunity in
  693. 30:37your business with a data extract of
  694. 30:41your contracts anonymized we can help
  695. 30:43you to quantify what is the the
  696. 30:46opportunity share with you um some uh
  697. 30:50demos of how these tools can help you to
  698. 30:52Wrangle your contracts into more
  699. 30:55effective management and really help you
  700. 30:58rebuild
  701. 31:00profitability so if you have an interest
  702. 31:03in exploring this feel free to send uh
  703. 31:05an email to hello Sparks iq.com subject
  704. 31:09contracts and we'll be happy to help you
  705. 31:12get started with understanding and and
  706. 31:15managing and optimizing your
  707. 31:18contracts so with that we will turn it
  708. 31:20over to
  709. 31:25questions thank you so much for that
  710. 31:27informative presentation David um I know
  711. 31:29our viewers found it helpful um I do see
  712. 31:32a couple questions coming in from our
  713. 31:34audience so up first what are the most
  714. 31:38common challenges Distributors face when
  715. 31:41it comes to optimizing spas and how can
  716. 31:45AI overcome them well it's the sheer
  717. 31:48complexity as I mentioned earlier um
  718. 31:50when you've got hundreds of thousands
  719. 31:52thousands tens of thousands hundreds of
  720. 31:54thousands of uh line items in the RP
  721. 31:58system that are predictably lower
  722. 32:01profitability just being able to manage
  723. 32:03complexity is super important and you
  724. 32:06know most people can't really process
  725. 32:08that level of complexity certainly not
  726. 32:09in spreadsheets certainly not um just
  727. 32:12through reviewing PDFs and that sort of
  728. 32:15thing we really have to start to
  729. 32:16organize them into a common data set we
  730. 32:19have to build rule sets that will help
  731. 32:22to identify uh and prescribe the most
  732. 32:26important changes to those agreement
  733. 32:28ments and to manage the entire process
  734. 32:30from a workflow perspective so it's it's
  735. 32:33really about organizing the problem
  736. 32:36building appropriate rule sets and
  737. 32:38decision criteria and then helping the
  738. 32:41Frontline sellers who manage those
  739. 32:43relationships to quickly and efficiently
  740. 32:45Implement
  741. 32:47changes wonderful thank you um I do have
  742. 32:50another question here uh what kind of
  743. 32:53data is needed to effectively Implement
  744. 32:56AI for optimizing contracts and those
  745. 33:00Spas um and how do companies ensure its
  746. 33:03accuracy oh well data accuracy is also
  747. 33:07another area where Ai and machine
  748. 33:09learning can uh can help in terms of
  749. 33:12being able to recognize bad data outlier
  750. 33:15data that sort of thing um but broadly
  751. 33:18speaking the types of data that you need
  752. 33:20are your standard invoice extract who
  753. 33:24bought from you at what prices uh what
  754. 33:27quantities what cost levels from your
  755. 33:29suppliers it's that invoice type
  756. 33:31transactional data combined with the um
  757. 33:34the contract structures themselves a
  758. 33:36list of the items that are on them and
  759. 33:39um what the standard pricing or other
  760. 33:41terms associated with them would
  761. 33:44be great um and I do have one last
  762. 33:47question here that I see coming in um
  763. 33:50and it's how does AI handle Dynamic
  764. 33:53factors such as fluctuating material
  765. 33:55costs or supply chain just disruptions
  766. 33:58when optimizing these Spa yeah typically
  767. 34:01we do that by factoring the prices in
  768. 34:05the system so we don't want to think in
  769. 34:07terms of net prices all the time a lot
  770. 34:10of cases what's more interesting is how
  771. 34:12those prices relate either to list price
  772. 34:14or to cost basis because over time if we
  773. 34:19we're constantly re-entering them or re
  774. 34:22let's say instantiating them into the
  775. 34:24system as net prices it creates these
  776. 34:27leakage problems around the the the time
  777. 34:30between when the vendor cost goes up and
  778. 34:33when we're able to recapture them so
  779. 34:35factoring is the most important step and
  780. 34:38I already talked about the importance of
  781. 34:40factoring in terms of uh preventing that
  782. 34:43type of leakage but it's also important
  783. 34:45to create comparability across thin data
  784. 34:48portions of a transactional data set we
  785. 34:51know some products we'll have very very
  786. 34:53few customers buying them and U
  787. 34:56factoring allows us to aggregate data
  788. 34:59from thin data sections into richer data
  789. 35:03[Music]
  790. 35:04elements wonderful well that is the last
  791. 35:07question that I see uh that I have here
  792. 35:10from our audience um so do you have any
  793. 35:12final words of Wis no just want to thank
  794. 35:15NW for uh the opportunity today and U
  795. 35:19thanks to everyone who attended and
  796. 35:22hopefully we can help you get your
  797. 35:23contracts uh at least explore your
  798. 35:26contract opportunity
  799. 35:28that sounds great well uh we are going
  800. 35:30to wrap things up and give everybody a
  801. 35:32couple minutes back on their calendar
  802. 35:34David thank you so much again for taking
  803. 35:37time out of your business scheduled to
  804. 35:39present on this topic um we always love
  805. 35:41having you um join us and I'm sure that
  806. 35:44our audience uh found a lot to think
  807. 35:46about and a lot of takeaways from this
  808. 35:48presentation I'd like to give one more
  809. 35:51uh thank you to our sponsor Sparks IQ um
  810. 35:54and just a reminder that Na's mission is
  811. 35:57to trans form the wholesale distribution
  812. 35:59industry begins with you so please
  813. 36:02contact us to learn more about our
  814. 36:03services events educational resources
  815. 36:07Innovation and advocacy naw provides for
  816. 36:10our members and with that thank you
  817. 36:12again David and thank you all for
  818. 36:14participating today I hope you have a
  819. 36:16wonderful day thanks everyone

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