There is something magical about crossing a threshold. You have all that experience comprised of your failures+successes behind you and yet, you step into a new beginning.
The commonsku community just stepped across a major threshold. This past week, the total combined revenue of commonsku’s customers crossed the $750 million mark in collective annualized sales.
To put this in perspective, ASI publishes an annual list of the Top 40 distributors in the industry by declining sales volume and the top three companies in the industry are listed at $714 million, $607 million, and $605 million.
When news was shared with the commonsku team that we had officially crossed this threshold, the whole crew erupted in celebration and, in typical commonsku fashion, we wanted to discover what we could all learn from this.
What can we learn from the fact that a network of independent entrepreneurs slowly slipped up through the ranks of the most powerful groups in our industry, practically unnoticed? What market forces are at play that are redefining success?
Distributors are retaining their individual freedom. Rather than being consumed or consolidated by large franchise networks or massive buying groups, the industry still thrives on the rebellious spirit of the entrepreneur who is hell-bent on marching to their own beat, owning their own future.
Technology has democratized power. Before now, the only businesses who could invest in future-forward technology were those who had very deep pockets and even then, the minute those launched, they were dated. Entrepreneurs, of all sizes, now have options to build their own business by leveraging technology that levels the playing field, competing with the biggest among us.
Today’s customer, tomorrow’s buyer, demands simplicity. We’ve discussed this many times but the customer of tomorrow still demands a consultative, customized sales approach but with Amazon-like efficiency. The modern buyer wants silent systems that facilitate the buying process without friction. Currently, the average distributor is weighed down by outdated selling processes and the new buyer is moving on. More and more distributors are understanding that they need to invest in superior systems so they can be free to focus on sales.
Entrepreneurs have more equity and freedom than ever before. Because they choose to retain their independence, and because they choose to invest in the best tools for their team, and because they invest in their brand, the distributor-entrepreneur of today is now building some serious equity into the future of their business. Because of this, they are competing with the largest brands in the business for the best sales and production talent.
The market forces that are shaping the future of the industry do not belong to those with the most power, success is no longer solely reserved for those with the most might, but for those that are the most empowered. And the empowered are those who are nimble and courageous enough to believe in and invest in their own future.
We are proud to represent the hearts and minds of these bold entrepreneurs. But what we are most proud of however is that commonsku is not a buying force who has come together to leverage our collective power to drive down profit. We are, in fact, a community. From skucon and skucamp, to our sessions sales conferences, to the platform’s newsfeed, the entrepreneurs within the community freely share from their expertise and invest in the success of their fellow entrepreneurs.
To our customers: Words can’t express what this threshold means to all of us that you, our customers, have trusted us, one by one, to be the partner to help power your growth. This revenue volume is not a measure of our might but a testament to you: you have decided to retain your independence, carve your own path, and think-forward on behalf of your future to leverage the best resources to serve your clients.
To our future customers: We commit to continue making investments in the most advanced technology possible so that you can grow exponentially. We will work passionately to not only ensure we give you the very best tools for your team and your customers, but that we will always invest in your tomorrow.
As we cross this threshold together, let’s not settle for where we’ve been, but relentlessly work toward the next new threshold.
