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.

 

SchneiderBy Patrick Donovan

The lack of staff or “lights out” nature of many local IT and mobile edge computing (MEC) sites makes operations and maintenance a challenge. This struggle worsens as the number of sites increase. How do you maintain IT resiliency in a cost-effective way under these conditions? It is not practical to staff each location with trained personnel. The answer lies, in large part, on data centre infrastructure management (DCIM) software. In this paper we describe essential DCIM functions for small, unmanned edge computing sites and attributes of next-generation DCIM solutions best optimized for that type of environment. 

Read More

 

Rick McCartenBy Rick McCarten

Two articles on branding recently caught my attention.

The first was on electric vehicles. Ford Motor Company felt that, as all cars move to electric, the number of moving parts and the complexity of production will simplify, which will result in a reduction in brand importance from 30% to 10%. Your decision to purchase will only be influenced by the brand by 1/10. Nine-tenths of your decision will be based on other factors.


Read More

Smart BuildingsIn an era of energy and digital transformation, the economics of building ownership are changing. According to a new white paper from the global Energy practice of Navigant, a Guidehouse company, energy, technology and service providers must innovate in the buildings sector or risk major disruption to their businesses.

Worldwide, an estimated 24 billion square feet of new commercial buildings is constructed annually — the equivalent of about 9,000 new Empire State Buildings. The new Navigant white paper concludes that while building owners have been deploying intelligent buildings solutions that rely on data for automation and control for decades...

Read More

 

Changing Scene

  • Prev
Founded in 1906 by François-Xavier Guillevin in Old Montreal, Guillevin International Co. has ...
Prior to joining ABB in 2017 as Executive Vice President of the Electrification business, Deschenes ...
Affiliated Distributors' (AD) Electrical Business Unit hosted its U.S., Canada and Mexico members, ...
AD reported a 13% increase in member sales across its 12 divisions, totaling $35 billion in the ...
Anixter International has entered into a definitive agreement with an affiliate of Clayton, ...
  It is with a heavy heart that Stelpro has announced the passing of Mr. John Chabot, ...
  OmniCable would like to thank the electrical distributors and industry partners who ...
WESCO has announced the appointment of Nelson Squires as its Senior Vice President and Chief ...
A Friday night, the end of summer, the weather is mild, and 2,500 people — customers, suppliers, ...
Sonepar Canada has announced the launch of new mobile applications for Gescan Vallen, Sesco and ...

OmronOmron recently announced that Christa Bankay has joined the company's leadership team as Regional Marketing Manager, Canada.

Christa will be responsible for establishing and executing marketing strategies and tactics in support of Omron’s commercial team. In addition, she will help brand development and messaging for Canada consistent with Omron Automation Americas marketing & digital strategy.

 

 

 

Read More

 

 

GreenleeEmerson announced the addition of a handheld puller to its Greenlee pulling lineup – the new G1 Versi-Tugger. The versatile and portable G1 is designed for pulls normally done by hand and can pull up to 68-percent faster when compared to manual pulling.

“We engineered and built G1 based on honest feedback from professionals,” said Adele Hendrix, product manager for Greenlee, Emerson. “We learned being fast wasn’t only about pull speed. From setup and pulling to unspooling the line after – the entire process should be quicker than pulling by hand. Our design delivers that speed.”

 

Read More

 

Ilsco and Adanac SalesILSCO Canada has announced the appointment of Adanac Sales as agency of representation for the ILSCO brand in the province of British Columbia.

This partnership exemplifies ILSCO’s dedication to collaborate with companies that share ILSCO’s commitment to providing excellent products and service to the electrical industry in British Columbia.

 

 

 

Read More

 

 

Peers & Profiles

  • Prev
Jon Llewellyn is the Branch Manager City Electric Supply’s Nanaimo, BC location. “I've worn many ...
Stephanie Medeiros leads ABB Canada’s Electric Vehicle Charging Infrastructure team, as well as ...
Earlier this month Canadian Electrical Wholesaler had the pleasure of tabling a few questions to ...
Canadian Electrical Wholesaler was able to catch up with Sonepar Canada’s Stacey Corley, which was ...
OmniCable was founded in 1977 by partners with deep experience in the US electrical marketplace. ...
On a regular basis, our publications profile members of our industry through their responses to a ...
First and foremost, sitting down with Susan Uthayakumar feels more like sitting down and conversing ...
Sales of electrical supplies from full-line electrical distributors capture the geographic ...
Laura Dempsey has been working as an outside sales representative for E.B. Horsman & Son for ...
Michael Gentile, President and CEO of Philips Lighting Canada, has had a long and distinguished ...

Alex CouckuytBy Blake Marchand

Alexander Couckuyt, Director of Operations for Southwire Canada, spent the majority of his formative years in Belgium where he undertook his schooling in Business Marketing and Sales before entering an Electrician Apprenticeship program, and working as a licenced electrician as well as an independent contractor for three years.

His work as a contractor would eventually lead him to his current position. Working with suppliers as an electrician, Alex was presented with an opportunity to work for CEBEO, one of Sonepar’s operating companies.

Read More

 

Looking Back

  • Prev
The best memory I keep from CEDA is the way that they accepted me when I came into the business. ...
In the 1930s to 1940s, CEDA’s Western Canada membership was very stable with old line independent ...
Prior to the late 1950s there was little if any involvement in CEDA by the so-called “national ...
  As 2017 marks the 150th anniversary of Confederation, we take a look back at an aspect of ...

Copper $US Dollar price per pound

Kerrwil Publications

538 Elizabeth Street, Midland,Ontario, Canada L4R2A3 +1 705 527 7666
©2019 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