Canadian Electrical Wholesaler

 

Oct 23, 2018

Jeff MowattBy Jeff Mowatt

A question I sometimes ask managers and salespeople when I speak at conferences is, “How much business do you think you may be leaving on the table with your existing customers?” Most lament that there’s lots of room for growth in gaining more of their customers’ wallet share. I believe that most companies — even small businesses — have at least a million dollars worth of extra potential revenues sitting in their filing cabinets. The problem is employees aren’t effective enough at cross-selling and cross-referencing their other products and services. Let’s talk about how to get more of this business out of your filing cabinet and into your bank account.

Lesson from Las Vegas

First, decide which customers you should focus on. Consider the strategy of casinos. They categorize their customers as being tourists, high-rollers, or whales. “Tourists” and “high rollers” are self explanatory. “Whales” are the ultra rich who can afford big losses and still return for more. Each industry has its own version of whales. These are the first customers to approach. The problem next is how do you ask your whales for their extra business? Let’s begin with what not to do.

Make it deliberate

A common way to ask customers for more business is to mention, “By the way we have this other product or service that you may be interested in.” That approach works okay if you’re selling hamburgers and ask, ‘Fries with that?” If on the other hand your products or services are priced higher than $3 fries, you’ll need to have a more meaningful, deliberate conversation than a “by the way” approach. You’ll need three things:    

1. Their undivided attention    
2. Confirmation that they’re pleased with your existing products.   
3. A suggestion to expand that business.

Get their attentionInform your whale that you’re doing a “courtesy check-in” to ask for their input and advice on some of your products/services. Customers are flattered to be asked for advice. For them it gives them an opportunity to sound smart. Positioning the conversation as a courtesy check-in implies that it’s something pleasant (a courtesy) and that it won’t take a long time; you’re merely checking in.

Begin the conversation by expressing appreciation. Tell them why their business is valuable to you and what you like about doing business with that particular person. Do your homework and be specific. Remember, these are your whales… there will be lots of reasons you appreciate their business. So, go ahead and tell them.

Think about it. if you stopped the conversation right there you may have just cemented that customer’s loyalty. How often do you think they hear this type of feedback from a supplier? You may in fact be the first supplier who’s ever told them this. Customers are human; they don’t like being taken for granted. With corporate clients, the money they spend often doesn’t come out of their own pockets. So, it costs them nothing personally to spend a little more with a supplier who appreciates them. Good return for the cost of saying the decent thing to your best customers.

Confirm your strengths

Tell your whale you want to continue to earn their business. Ask if they have any general concerns about your products/services that you should be aware of. If they do express concerns, be prepared to address them right away. It makes no sense to talk about expanding your business at this stage if they aren’t completely satisfied with your existing relationship.

If the customer has no general concerns, then go on to specifics. Ask about three areas in which you think you are doing an exceptional job but would like to verify from the customer’s perspective. This helps remind the customer that you are indeed giving them great overall value beyond just pricing. Then and only then is it time to explore expanding that business.

Ask — don’t tell

After the customer confirms they value your existing businesses, sum up with, “Sounds like we’re doing a reasonable job providing Product X for you… and we’d love to do more business with you with Product Y. What advice do you have on how we might move forward with this?” Again, you’re asking the customer for advice. They may tell you their buying process, or you could discuss doing a pilot project where they try your other products/services in one of their operations for a limited trial.

If you’ve been suggesting they try your other product/service for some time, then consider adding, “We been talking about the possibility of testing this for X months/years. Is this something you’d like to move forward with on a trial basis, or would you rather we just dropped the whole thing? What’s your advice?” With this statement you are asking them to either take a baby step forward or stop wasting time with ambiguous statements. It’s a reasonable question to ask so that you can either advance the process or move on to other clients. Either way, it’s a more solid strategy than simply hoping that someday your best customers might drop you a few more crumbs.

The payoff

The bonus with expanding your business with your whales is not only do you earn more of that customer’s wallet share; you also gain access to more customers like them. Whales after all, congregate with other whales. That’s why I call them million dollar conversations.

This article is based on the bestselling book, Influence with Ease by Hall of Fame motivational speaker Jeff Mowatt. To obtain your own copy of his book or to inquire about engaging Jeff for your team, visit www.jeffmowatt.com. Watch for more articles from Jeff in future issues.

       Partnering For The Next Step                                                                     

Siemens CanadaWelcome to the Digital Enterprise Virtual Summit brought to you by Siemens

How quickly can you react to changing conditions and demands in your market? How can you ensure your production will run securely at any time in the future?

Industry’s digital and technological transformation is the answer for meeting today’s and tomorrow’s challenges and market needs.

With the right digitalization and automation solutions, expertise won from practical experience, and a partnership approach that benefits all involved parties.

To explore these possibilities, we’re bringing together top-level speakers, specialists and decision-makers from various industries and experts from Siemens to the Digital Enterprise Virtual Summit under the motto “Partnering for the next step.”   

This virtual summit will be an interactive digital event featuring first-hand experiences and success stories achieved with industrial digitalization and automation solutions, and cutting-edge technologies.

Join us on July 16 and learn from customers and experts how you can respond efficiently, flexibly and safely to the changing market environment.

To cover as many different time zones as possible, we offer two almost identical live sessions – you can also watch them on demand at your convenience:

Sessions runs from :  9:30 am to 2:15 pm ET (3:30 pm to 8:15 pm CEST)


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John JefkinsBy John Jefkins

In 2011, I started working in the electrical arena and quickly noticed that there was a high employee retention rate within the industry. Today, I regularly engage with Electro-Federation Canada members with 20, 30 and even 40 plus year tenures. Other industries I had worked in previously, such as telecommunications, had higher turnover rates.

Our industry faces an increasing need for talent, with new retirements and product/process innovations and modernization driving the need for specialized roles — some not even known yet.

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Digital Twin MarketA recent Markets & Markets report estimates the Digital Twin market will grow from US$3.8 billion in 2019, to US$35.8 billion per year by 2025, at a CAGR of 45.4%. Digital Twin software is already revolutionizing industries such as healthcare, architecture, aerospace, defence, and automotive and transportation.

Furthermore, the global smart infrastructure market, which includes the Digital Twin sector, is expected to thrive at a considerable CAGR between 2020 and 2025 as demand for the smart infrastructure has been a booming year on year, reports Market Research Explore - details. 

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PNNL StudyBy Craig DiLouie

The U.S. Department of Energy has released the results of a study examining authentication vulnerabilities in connected lighting systems (CLS). Particularly as emerging CLS incorporate distributed intelligence, network interfaces and sensors, they can serve as data-collection platforms that enable a wide range of valuable new capabilities as well as greater energy savings in buildings and cities. However, CLS technology is currently at an early stage of development, and its increased connectivity introduces cybersecurity risks that are new to the lighting industry and must be addressed for successful integration with other systems.

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David GordonBy David Gordon

COVID-19 has heightened the benefit of, and interest in, eCommerce for electrical distributors. Our second and third COVID-19 Electrical Market Sentiment Reports have shown that those with an eCommerce offering have seen online sales increases. Further, from conversations with distributors, their site activity increased. The benefit is that these companies had lower sales declines (and some increases), and were able to better serve their customers.

A further benefit is that their remote workforce had access to an online resource, other than manufacturers, for quick, easy, product research.

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The survey, conducted the third week in June, received responses from 164 individuals who equally represented industry stakeholders.

Distributor Performance
Very few distributors reported either flat or positive performance with over 30% reporting declines of over 30% for the quarter.

 

 

 

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EikoEIKO has announced the the introdutction of EiKO Marketplace, a digital storefront, located in the EiKO Portal. Developed to market and sell promotional specials and excess inventory including generational, overstock, and niche products; the EiKO Marketplace presents an opportunity to offer high-quality lighting at incredible savings.

Due to the rapid development and generational changes of LED technologies the timing is perfect to launch the EiKO Marketplace as an outlet to sell high quality, value-priced products.

 

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LevitonLeviton Canada is pleased to announce the nomination of Thomas Supinski as Sales Director for Alberta and the Prairies as of June 1st, 2020, as Julie Marineau will be moving to Montreal along with her family. Julie will be promoted to Vice-President, Retail at Leviton Canada’s head office.

Thomas has been residing in Calgary since 2003 and has a deep understanding of the regional market and its specific needs.

 

 

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Anju UddinBy Blake Marchand

Sonepar is excited to introduce Anju Uddin as the new Marketing Manager for their Ontario Region! Anju has more than 15 years of experience as a marketing expert, which includes running an independent agency working with a multitude of businesses in various industries and geographies from around the globe. 

With a passion for reinvention and finding success through a commitment to education and innovation, Anju has utilized her exceptional creativity and business acumen to engineer seamless brand experiences...

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