What the Best Hygiene Distributors Do Differently

Some distributors seem to keep the same customers for years, while others find themselves quoting for the same business repeatedly. The difference isn’t always product range or price. More often, it’s the experience customers have every time they interact with the business.

In our experience, the distributors that grow steadily aren’t simply supplying products. They’re solving problems, building trust and making their customers’ jobs easier every day.

They Focus on the Problem Before the Product

Customers rarely contact a distributor because they want a new soap dispenser. They’re usually trying to reduce maintenance callouts, improve consistency across multiple sites or solve recurring operational frustrations. One thing we’ve noticed is that the best hygiene distributors spend more time asking questions than presenting products.

Imagine a company managing five office buildings where one location is using considerably more soap than the others. Instead of simply supplying more refills, the distributor investigates and discovers that non-approved consumables have been introduced into the Ticra™ dispensers. By switching back to Ticra™-approved consumables from Nuwkem, the system performs as intended, product usage returns to normal and the customer avoids unnecessary waste and ongoing maintenance issues.

“The best customer conversations don’t start with products. They start with understanding what’s creating frustration, then recommending a solution that delivers long-term value.”
— Charl Broodryk, Director, Nuwkem

Helping customers solve the right problem builds confidence far more quickly than simply offering another product.

They Stay Involved After Installation

Winning the order should be the beginning of the relationship, not the end. We’ve often seen distributors strengthen customer loyalty simply by checking in after installation, identifying opportunities to improve dispenser placement, reduce refill consumption or recommend products better suited to the customer’s environment.

Many commercial customers also expand, relocate or refurbish over time. Rather than introducing another dispenser system that creates unnecessary complexity, experienced distributors look for opportunities to standardise equipment across sites. Procurement becomes simpler, training takes less time and maintenance is easier to manage.

This is where having a dependable product range makes a difference. Ticra™ dispensers are designed for durability, compatibility and straightforward servicing, giving distributors greater confidence when recommending long-term hygiene solutions that customers can rely on.

Customers remember suppliers who solve problems before they become frustrations.

Explore: The Ticra™ Dispenser Range

What the Best Hygiene Distributors Do Differently

They Build Value Instead of Competing on Price

Every distributor faces competitors willing to quote less. The distributors who stand out change the conversation. Rather than focusing only on today’s invoice, they help customers understand the total cost of ownership over several years, including reliability, maintenance requirements and ongoing support.

We’ve seen this approach change purchasing decisions time and again. When customers understand how dependable equipment, compatible consumables and responsive support reduce servicing and downtime, price becomes only one part of a much bigger decision.

Trust grows when recommendations consistently make life easier for the customer. That’s the kind of value that keeps relationships strong long after the first order has been delivered.

Build Stronger Customer Relationships with Nuwkem

The most successful hygiene distributors aren’t necessarily the biggest or the cheapest. They’re the ones customers trust because they provide practical advice, dependable support and solutions that continue delivering value over time.

If you’re looking to strengthen your commercial hygiene offering, explore the Ticra™ range or fill in this form to become a distributor. We’re here to help you build stronger customer relationships and grow with confidence.

Our Contact Details

Johannesburg: 011 455 6307
Cape Town: 021 001 4055
Email: getintouch@nuwkem.co.za
WhatsApp: 076 786 4155

Frequently Asked Questions

What makes the best hygiene distributors different?
The best hygiene distributors focus on solving customer problems, providing reliable support and building long-term trust rather than competing on price alone.

Why is it important to follow up after installation?
Checking in after installation helps identify small issues early, improve system performance and strengthen customer relationships.How does Nuwkem support hygiene distributors?
Nuwkem provides dependable Ticra™ products, technical expertise, training and ongoing support to help distributors deliver long-term value to their customers.