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.

In-House or Managed EDI: How to Determine the Right Fit for Your Business

IDEA  EDIElectronic data interchange (EDI) is the most commonly used B2B eCommerce technology. Based on standards, this computer-to-computer exchange of business documents between trading partners increases efficiency while cutting costs by simplifying processes across the entire supply chain.

More documents are shared and processed in less time with greater accuracy, accelerating business cycles by up to 61% and reducing the number of transactions with errors by 30–40%.

For more information Go Here.


 

 

 

CEW-31-UNEnvironment-WorldAccreditation-400.jpgClimate change poses very real risks to people and the environment. Extreme weather events like the destructive storm we just saw in Ottawa that left thousands without electricity for days, and damaged homes and critical infrastructure, are a stark reminder that we must take action, now.

Countries around the world agree – achieving a more sustainable future is a top priority. Commitments like the UN’s Sustainable Development Goals (SDGs), the landmark Paris Agreement and the ISO London Declaration, bring nations into a common cause to undertake the ambitious efforts it takes to tackle one of our time’s most critical challenges.

Read More


 

Selling ServicesBy David Gordon, President, Channel Marketing Group

As every distributor knows, there is a labor and driver crisis in every market. It affects hiring warehouse staff as well as drivers. Today’s competition for labor is further exacerbated by competitive environments that can pay $20 / hour plus benefits (aka Amazon and others.) Further, within the electrical industry, many electrical contractors are faced with their own staffing challenges.

Industries have talked about fee-based services and many industry leaders are seizing upon the opportunity to diversify their income stream, improve profitability AND add a valuable service to their customers.

Read More


 

Eplan Elements CollaborationWhy Use Elements Collaboration

Elements Collaboration represents a new alternative to conventional Project Data Management softwares. It is is a low cost and effective alternative to your dedicated PDM. Here's why:

EPLAN is built from the ground up with features you value in a Project Data Management software. As such, it is faster and can be better integrated to your workflow. This means that you can potentially save on the cost of an additional software without sacrificing productivity.

 

Read More


 

BirdRecently, Bird Construction Inc. was pleased to announce that it has been selected to lead the design and construction of a state-of-the-art, net-zero plant protein processing facility for Phyto Organix Foods Inc. in Strathmore, Alberta. The value of the progressive design-build contract is approximately $125 million.

Bird will lead the design and construction of the facility and the 3D connectivity to the processing equipment. The 100,000 square foot facility will be the first net-zero plant protein processing facility in North America, employing industry-leading technology solutions to recycle and reuse water, leverage low emission energy sources, and reduce overall energy consumption. 

Read More


 

 

Statistics CanadaReal gross domestic product rose 1.1% in February, the largest monthly growth rate since March 2021. Inflationary pressure remained in April 2022, when the Canadian Consumer Price Index (CPI) rose 6.8% year over year, a slight increase from March 2022 (+6.7%).

After surging by nearly 340,000 in February, employment rose by an additional 73,000 in March as Omicron-related restrictions eased, and was little changed in April. After reaching a record low of 5.3% in March, the unemployment rate edged down 0.1 percentage points to 5.2% in April.

 

Read More


 

Become a Wiser Approved Installer

SchneiderGet access to exclusive benefits, product discounts and resources that will help you drive more business, and lower energy bills for your clients.

 

 

Read More


Changing Scene

  • Prev
As part of its ongoing modernization efforts, Southwire has announced the installation of new ...
Supporting its long-term modernization strategy and building on its goal to remain generationally ...
Franklin Empire Inc., the largest independently owned electrical distributor in Canada, and MONTONI ...
Franklin Electric Co., Inc. is pleased to welcome Kyle Carron to its Industrial & Engineered ...
Adding continued investment in Canada to its core foundation of innovative Design, installation ...
AD and Torbsa Limited are announcing an agreement to merge the two groups. The ...
AimLite is proud to announce that its Products Warranty has been awarded certification by the ...
Industry Data Exchange Association, Inc. (IDEA) is acquiring the award-winning data management ...
S&C Electric Company recently announced Anders Hultberg as its new president of S&C ...
43 years ago, Steve Silverstein bought a table saw and a delivery van and began a revolution in the ...
 

 

AD and TORBSAAD and Torbsa Limited are announcing an agreement to merge the two groups. The merger is expected to close July 1, 2022. Established in Ontario in 1966, Torbsa is a shareholder-owned group made up of twenty-seven independent building supplies distributors, with 48 locations across Canada.

Rob Dewar, president of AD Canada, discussed how Torbsa's strong leadership and financial success made the buying group an ideal match for AD. Rob Dewar, president of AD Canada, discussed how Torbsa's strong leadership and financial success made the buying group an ideal match for AD.

 

Read More


 

IDEAThe Industry Data Exchange Association, Inc. (IDEA), in collaboration with the National Electrical Manufacturers Association (NEMA) and the National Association of Electrical Distributors (NAED), announces the launch of the Harmonized Data Model (HDM) Advisory Council.

The Harmonized Data Model (HDM) initiative is defining a unified data model in IDEA Connector that enables manufacturers to easily syndicate to multiple formats and empowers distributors’ eCommerce experiences with more consistent, normalized product data.

 

Read More


 

 

AimliteAimLite is proud to announce that its Products Warranty has been awarded certification by the National Lighting Bureau’s (NLB) Trusted Warranty Program. The NLB Trusted Warranty Program recognizes excellence in lighting companies that meet objective quality standards and practices regarding their warranty administration.

In order to obtain that certification, AimLite was assessed based on five criteria: formal warranty process, warranty language, length of business/warranty insurance, technical evaluation, and claims review evaluation. By complying with the five evaluation criteria, AimLite clearly demonstrates its commitment to providing quality products and services to its customers.

Read More


 

EIN FE LEED 400

Franklin Empire Inc., the largest independently owned electrical distributor in Canada, and MONTONI are excited to launch the construction of the company’s new headquarters designed to support future growth. This family-owned 4th generation company is also celebrating its 80th anniversary this year. In summer 2023, Franklin Empire employees will move into their new facility of nearly 190,000-square-feet, conveniently located along Autoroute 40 at the junction of Autoroute 13 in Saint-Laurent and close to the Ericsson and VSL campuses developed by MONTONI. The building, which will be targeting a LEED certification, will triple the firm’s warehouse space and double its office area, while improving the customer experience and providing employees with a work environment adapted to the new reality of today’s job market.

Read More


 


S&C Electric CompanyS&C Electric Company recently announced Anders Hultberg as its new president of S&C Electric Canada Ltd. Hultberg will assume his new role as the existing president, Angelo Gravina, transitions into retirement.

Hultberg’s vast industry experience includes developing and executing strategies and aligning complex operations to achieve sustainable business growth. Before joining S&C, Hultberg was the senior vice president and managing director of the high-voltage business for North America at Hitachi Energy (formerly ABB Power Grids). Hultberg’s 27-year career with ABB provided him with a variety of operational experience in production, operation, marketing, sales, and R&D. He also held numerous ABB leadership roles across the world, including the past nine years in Canada.

Read More


 

Peers & Profiles

  • Prev
  The Sonepar Ontario Region is proud to announce the relocation of their SESCO Central ...
Charlie Harte is the Canadian President & CEO for LEDVANCE LLC, as well as holding the role of ...
 This past July, Kerith Richards, who has worked for Service Wire Company for the last seven ...
Illumisoft Lighting is an innovative company headquartered in Ottawa that focuses on suspended ...
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 ...

 

 

Larry SternThe Industry Data Exchange Association, Inc. (IDEA), the electrical industry-endorsed technology service provider and eBusiness standards body, announces its 2022 Board of Directors. Larry Stern, President of Standard Electric Supply, is the IDEA Board Chair for the coming year.

“Larry’s experience and strong leadership are a driving force to tackle industry challenges and pursue IDEA’s roadmap. Today, with the increasing complexity and the increasing volume of data that needs to be exchanged, IDEA is focused on our mission to facilitate the exchange of complete, high-quality transactional and eCommerce product content and serve as the standards body for the electrical industry.” said David Oldfather, President and CEO of IDEA.

Read More


 

Copper $US Dollar price per pound

Kerrwil Publications Great Place to Work. Certified December 2019 - December 2020

538 Elizabeth Street, Midland,Ontario, Canada L4R2A3 +1 705 527 7666
©2022 All rights reserved

Use of this Site constitutes acceptance of our Privacy Policy (effective 1.1.2016)
The material on this site may not be reproduced, distributed, transmitted, cached or otherwise used, except with the prior written permission of Kerrwil