Canadian Electrical Wholesaler

Improving Electrical Sales CallsBy David Gordon

There are really only two ways to increase sales: sell to new customers or sell more products to existing customers. Both require that distributor sales management and salespeople more effectively evaluate their customers, and identify new opportunities and manufacturers’ salespeople (direct and reps).

Marketplace competitiveness requires a back-to-basics sales approach that differentiates you, especially in light of the movement to more e-communications/e-commerce. No longer will “let’s see what today or this week brings” succeed. Planning and applying basic selling skills are the order of the day, so ask yourself these eight questions:
•    Why am I calling on this account?
•    What products is he/she not buying from me?
•    How can I find out what application problems they are experiencing?
•    Are there safety, code, labour saving or energy products I can sell them?
•    How can I bring value to new customers?
•    What resources do I and my company have to effectively cultivate new orders?
•    What types of projects/companies does my customer (contractor) work with?
•    What are my customer’s and his customers’ issues? Or for industrial or institutional accounts, what are their business initiatives and how can I help?

The question becomes, are you and perhaps more importantly your salespeople thinking this way?

One way to effectively increase sales is through joint sales calls. A time-tested strategy that requires some trust among channel partners but can be improved by planning. And it converts your salespeople from customer service resources (or order takers) to demand generators, hence increasing their value to the customer.

Yes, we know the horror stories and the issue of “Do I trust the rep?” But can you afford not to conduct joint sales calls with your key suppliers? What happens if “your” customer hears of a product from someone else (e.g., the Internet, direct from the manufacturer, a competitor)? What happens when the niche products that they need are presented by someone else? Or consider how many times your customer wants to hear, “Do you have an order for me?”

Effectively planned joint sales calls with objectives can be a very productive tool. The problem has always been setting expectations, pre-planning and follow-up. Here is where the sales or the marketing manager comes into play.

First, conduct a review of targeted accounts to determine, by generic or manufacturer product group, what each customer purchases. This product mix report is your key to selling something “new” (either a product category or a specific item) to existing customers. With this in hand, an examination of the data will reveal opportunities. Inviting the manufacturer’s sales rep for the product line to review the opportunities will further prune the list so there are no conflicts if the manufacturer is already getting the business (while also revealing interesting competitive insights to you).

Second, determine which products, new or existing, should be presented to each targeted customer. Products that support application solutions and are profitable are the best picks.

Third, motivation is key. To maximize effectiveness, consider an incentive for the distributor salesperson that rewards for activity (number of calls) and effectiveness (sales achievements). Joint calls require a lot of work. For the distributor’s and manufacturer’s salespeople, a reward is extremely important for success. Ideas that we’ve seen work include:
•    spiffs
•    promotions/contests, which may include non-cash rewards and gift certificates
•    double or triple commission on specific products for a defined time period
•    tickets to a special event (sport or concert)
•    having the president/sales manager wash both salespeople’s car

Another key element is motivating the customer. While visibility is good, sales are better. To encourage customers, consider answering their WIIFM (what’s in it for me). Non-pricing strategies can help preserve long-term profitability. But remember, not every customer needs the presented product today. Extend customer purchasing benefits for 30-60 days. Experience has shown that you need to plant seeds for sales to grow.

And while the distributor benefits from increased sales as well as many intangible benefits, capturing the business frequently requires having sufficient inventory to support the desired (expected?) demand. Manufacturers: make it appealing for distributors to have more inventory at the point of influence (in the branch/CDC). Consider extended dating, sales guarantees with no-restocking fee for 6 months, competitive stock buy-backs if necessary, SPAs, and more. Distributors: ensure you have the appropriate marketing collateral from the manufacturer. Typically, joint sales calls don’t happen in a vacuum. They are part of a concerted effort to grow specific product areas. An integrated sales and marketing approach is important as both reinforce the message.

And consider joint calls to engineers. They want to see product and are the influencers of what gets speced/purchased. Being their friend can generate significant sales as they frequently have purchasing authority.

Joint calls can be effective when planned, increase business, and add value to your customer relationships. With every distributor and customer seeking an edge, joint sales calls ensure that your customer hears from you and your manufacturer.

David Gordon is Principal of Channel Marketing Group, Raleigh, NC 27614; Tel: 919.488.8635919.488.8635; www.channelmkt.com.

Carol McGloganBy Carol McGlogan

EFC kicked off 2021 with an outstanding webinar featuring Janice Gross Stein, renowned Canadian political scientist, founder of the Munk School of Global Affairs and recipient of the Order of Canada. Ms. Stein has spoken at previous EFC conferences, earning many accolades, and this session was no different as we learned what to look for as the Biden Administration takes hold of the White House.

Our close economic ties to the U.S. means that Canadians must “keep up with the Administrations” to survive. Janice focused her discussions on industrial policy and climate change within an active intervening government.

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Canadian Business Counts - December 2020The COVID-19 pandemic continues to alter the business landscape. Some businesses have closed permanently, some have grown and others have been temporarily closing or reopening. In October, for example, the number of business openings (41,910) exceeded the number of business closures (32,420) for the fourth consecutive month.

As a result, the number of active businesses in October edged up 0.6%. Despite the slight increase, the number of active businesses was down 6.7% from February 2020.*

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David GordonBy David Gordon

Gene Biben, formerly President and CEO of Biben Sales, joined Channel Marketing Group earlier this month. Gene’s avowed desire is to “give back” to the industry, to help people work together. He will help reps achieve their goals and manufacturers optimize their performance, and relationship, to and with manufacturer reps. He’ll additionally support Channel Marketing Group clients’ research needs.

While Gene is well known by many manufacturers, we thought it would be interesting to ask him to consider changes he has seen over the years.

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Darci SpiteriBy Darci Spiteri 

This past month marked one year since stepping onto a job site and starting my electrical apprenticeship. Little did I know 2020 would throw in some curveballs, but it was a pretty fantastic year for self-development when I sit back and reflect. 

Enter Pandemic, worldwide lockdowns, and my Jobsite shutting down for a month. Losing hours was a downside and with my apprenticeship being based on the number of hours worked, moving onto my second year will take a little extra time. 

 

 

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Changing Scene

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Electricity Human Resources Canada (EHRC) announced the recipients of their Awards of Excellence ...
Guillevin International has announced the creation of a new division, Guillevin Datacom, ...
Website visitors to the freshly designed IMARK Group website will learn about all of the benefits ...
WESCO International, Inc. has announced its results for the fourth quarter and full year ...
Deschenes Group Inc. (DGI) has acquired Daltco Electric effective February 1st, 2021.   ...
With 28 years of commitment to Canadian independent distributors, and as a sign of its focus on ...
Rexel announced it has acquired the Canadian Utility business of WESCO International (WESCO Canada ...
Liteline announces the appointment of ISTED TECHNICAL SALES for representation of their products in ...
Signify Canada has announced David Grinstead, Market Leader, Canada, Signify will retire at the end ...
Bartle & Gibson has announced that Greg Stephenson has officially joined the ...
 

 

Seth Cook and Kerith RichardsService Wire Co. promotes Kerith Richards to Regional Sales Manager – Canada and expands Seth Cook’s sales territory to better serve the commercial and industrial markets.

Kerith Richards will serve as Regional Sales Manager based out of Service Wire’s corporate headquarters, where she will be responsible for commercial and industrial sales in all provinces. In addition, Richards will continue her role as Sales Representative for Saskatoon, Manitoba, Ontario, Quebec, Nova Scotia, New Brunswick, Newfoundland and Labrador. 

 

 

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Guillevin International Acquires Wesco's Canadian Datacom BusinessGuillevin International has announced the creation of a new division, Guillevin Datacom, which will be dedicated exclusively to various network infrastructure products. To support this new division and ensure its success, Guillevin acquires the Canadian Datacom business of WESCO International, whose team will join Guillevin's Canadian operations.

"We have targeted the WESCO business to launch our Datacom division because of the team's agility, expertise and in-depth knowledge of products from the industry's leading suppliers", said Luc Rodier, Guillevin's President and CEO. 

 

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IMARKWebsite visitors to the freshly designed IMARK Group website will learn about all of the benefits that accrue to members and suppliers in all IMARK divisions (Electrical.

HVACR, and Plumbing/Irrigation) as well as Luxury Products Group which supports decorative showrooms and IM Supply which is a national account sales solution for IMARK Group members. The website features videos from group leadership as well as an introductory video on the home page.

 

 

 

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Peers & Profiles

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“It was quite surprising,” said Stephanie Smith of being named EHRC’s Leader of the Year. ...
Ariane Cardinal is Director of Planning, Purchasing, and Distribution with Stelpro.   ...
Electrimat is an independent Quebec-owned company that has specialized for 40 years in the ...
In July, Eaton announced that Vice President, Channel – Electrical Sector, Matt Cleary would be ...
Mission Technical Solutions is a recently established sales agency founded by industry veteran ...
Omid Nadi, Trade Marketing Manager with Ledvance, is a Ryerson University grad coming out of their ...

EHRC Leader of the Year Stephanie SmithBy Blake Marchand

“It was quite surprising,” said Stephanie Smith of being named EHRC’s Leader of the Year. “Leadership in 2020 has certainly been a challenge for everybody in the world let alone the nuclear industry or the electricity industry.”

An engineer by trade, Smith spent the majority of her career with Ontario Power Generation (OPG). She was the first woman to be certified by the Canadian Nuclear Safety Commission at the Pickering Nuclear Generating Station where she served as Plant Manager and was recently named the first President and CEO of CANDU Owners Group. Smith is also a passionate advocate for diversity and inclusion.

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