5 Winning Strategies

1. Communicate the Value of a Personalized Team

Big-box competitors can’t replicate the human touch. To resonate with today’s customers, emphasize how a personalized team offers support and expertise that goes beyond the simplicity of point-and-click shopping, bridging generational expectations and delivering value that automated systems can’t match.

• A proactive team looks for ways to stretch budgets, provide house brands, and put time back into a customer’s day. 
• Real people answering calls instead of automated systems.
• A concierge-level experience, handling special requests and custom orders.

To resonate with today’s customers, emphasize how you can help them save time and stretch their budgets. Proactively identify ways to make their purchasing process seamless.

2. Going Beyond the Doorstep

If you have dedicated drivers, they are far more than delivery personnel—they’re the face of your company. They get to know customers’ office layouts and preferences, delivering exactly where needed, whether it’s a supply room or a specific desk. Unlike big-box retailers, your drivers provide a personalized experience that goes beyond a doorstep drop-off.

Whether you go to market with an inside or outside team (or a hybrid of both), pair this with an inside sales team that acts as the voice of your company, and you have a winning combination of service and accessibility.

Stand out by offering:

• Real-time order tracking and proactive updates.
• No hidden delivery fees.
• Reliable deliveries that aren’t left in bad weather or at risk of theft.
• Drivers who get to know the ‘lay of the land’ in your office and place boxes where you need them to go. 

Big-box stores can’t match the care and flexibility you bring to every delivery.

3. Use Analogies to Paint Pictures of Great Service 

Some customers are conditioned to focus on price and may push you or your sales team to do the same. The more you emphasize price, the more they will too. Winning on price alone means risking losing them for the same reason.

Use the power of analogies to address pricing but paint the picture of service. Here are two examples: 

• We’re like the Chick-fil-A of office supplies: reliable, fast, and service-focused, offering exceptional service without the premium price—right here in your local community.
• Buying from us is like getting a Whole Foods experience without the Whole Foods price tag: Premium quality and care, but without the premium pricing.

If these examples don’t resonate, choose your own—maybe Starbucks, Wegmans, or another place where people pay a premium for great service. The point is to emphasize that your customers get that same exceptional experience, but without the premium price. Notice we avoid phrases like “lower prices” or “meet or beat.” Instead, we focus on delivering an outstanding experience—oh, and we typically do it without charging more.

4. You Get the Best of Both Worlds

You offer what big-box competitors can’t: the perfect balance of scale and service. Customers get the extensive product selection and reliable deliveries they expect from the big players, but with the personal touch, only a small business can provide.

When customers call, you know their name—and their needs. If they need a fast solution, you can deliver without waiting on corporate approvals or wading through red tape. Your size allows you to be nimble and responsive, while your partnerships ensure you’re stocked and ready to compete.

Position yourself as the best of both worlds:

• Big enough to deliver: Access to top brands and reliable delivery schedules.
• Small enough to care: Personalized service that builds lasting relationships.

Your customers won’t have to choose between convenience and care—they’ll get both, every time.

5. Meet the Ordering Preferences Across a Mix of Generations

Cater to diverse communication styles across generations:

• Veterans / Traditionalists (Born before 1945): Formal and personal. Handwritten letters, in-person meetings, or phone calls. They value respect and tradition in communication.
• Baby Boomers (Born 1946–1964): Phone calls and emails. They appreciate direct and formal communication but are comfortable with newer methods like email. Handwritten notes can also be meaningful, particularly for personal appreciation or thanks.
• Generation X (Born 1965–1980): Email is highly preferred due to efficiency, but they also value phone calls for more important discussions. They tend to be more flexible in communication styles but appreciate clear, concise messages.
• Millennials / Generation Y (Born 1981–1994): Primarily digital—text messages, emails, and social media. They appreciate quick, informal communication. 
• Generation Z / Linksters (Born after 1994): Highly digital—instant messaging, social media, and text messages are most common. They are more likely to avoid phone calls and Salespeople will have to earn a chance to talk by phone. They prefer visual content like videos or infographics for communication.

Providing a seamless mix of options ensures every customer, and generation, feels valued.

Ready to Stand Out Against the Big-Box Giants?

Independent office product dealers have a unique edge. By focusing on personalized service, fast delivery, and local expertise, you can offer unparalleled value that big-box retailers simply can’t replicate.

Start today: Pick one strategy from this list and commit to implementing it this month. Whether it’s enhancing your delivery experience, or accommodating to the ordering preferences across a mix of generations, focus on what aligns with your strengths and customer needs. Then, track your results, refine your approach, and watch your business grow.

Your next big win starts with one small, intentional change—take the first step today!