5 Fundamentals for the Wholesale Distribution Sales Manager

Top Orange Bar

This research study is published by the NAW Institute for Distribution Excellence, a leading publisher of research exclusively for and about the wholesale distribution industry. More>>

Tim Horan
Steve Deist


To add multiple items (soft cover, e-book, map, etc.) from a publication page to your cart: Make your first selection and select “Add to Cart.” Once in your cart, click on that item’s title to return to that page to add another item.

Prices charged are subject to membership verification. Return Policy: An NAW publication in salable condition may be returned within 15 days of receipt for a full refund. E-books and digital downloads are not returnable or refundable.

During good years, sales come easy.

Today, however, times are still challenging. Learn successful sales strategies employed by distributors who know how to put lead on the target in challenging times.

This book, by Tim Horan and Steve Deist, offers a practical but powerful approach for taking your sales force to the next level. It includes key concepts, practical ideas, and real-world stories taken from the front lines of wholesale distribution. This book will give you the essential leadership skills to keep your career and your business moving ahead and performing at higher levels.

What Readers Have to Say

“5 Fundamentals for the Wholesale Distribution Sales Manager is a great tool to recalibrate your focus on effective sales management fundamentals and helps you identify and change the many management bad habits sales managers may fall into.”
Tim Fries, Vice President, Sales and Marketing, Wiseway Supply

“We are asking the branch managers who have the 5 Fundamentals for the Wholesale Distribution Branch Manager book to now read and use the new 5 Fundamentals for the Wholesale Distribution Sales Manager book. It provides examples of prehire interviews from the most basic to advanced guidelines. Already, it has challenged me to determine our values at this branch. If we expand our sales management positions in the future, this book will be invaluable to people in their new positions.”
Clair Zirnhelt, Branch Manager, Dakota Supply Group

“In my current position as well as when I was general sales manager, the biggest challenge has been to find meaningful sales management training and development information that is specifically written for the distributor sales manager. This book fills that need by providing excellent, practical guidelines.”
Gail Wirz, Director of Training, Badger Liquor

“I have been a distributor sales manager for more than 20 years, and this is the first book that talks to our unique challenges. It combines great concepts with practical examples as it tells you what it takes to be an effective distributor sales manager. I wish I had this book 20 years ago!”
John Strand, Prior Wine Division Manager, Griggs, Cooper & Company

“There are few positions in management that are more challenging than the distributor sales manager. Sales reps, bosses, customers, and suppliers are all pulling in different directions. 5 Fundamentals for the Wholesale Distribution Sales Manager sorts these out, so that the sales manager can focus on what is really important—improving sales performance.”
Chip Hornsby, CEO, Morrison Supply Co.



Tim Horan

Tim joined IRCG as a Partner in 2005 after leaving a distribution career spanning more than 25 years. Horan spent the last 15 years as President and CEO of a beverage alcohol distribution company. He works with CEOs and other members of senior management in the areas of organization development and design. His recent role at IRCG was to serve as a primary researcher and coauthor for this book.


Steve Deist

Steve has more than 20 years of experience in the wholesale distribution and supply chain arenas. In addition to his consulting work, he is a highly rated speaker, trainer, and board director. He is Indian River Consulting Group’s strategic planning specialist and manages the firm’s channel consulting projects for manufacturers that sell through distribution.

  • Speaking

    NAW Association Executives Council (AEC) Summer Meeting

    NAW Association Executives Council (AEC) Winter Meeting