Canadian Electrical Wholesaler

Oct 28, 2020

Carol McGloganBy Carol McGlogan

When it comes to marketing and customers, some things never change, while some things are always evolving! The parts that never change for marketers are that we need to be where our customers are, when they need us, and with the right information. The parts that are in constant flux are our customers’ buying behaviours and the technologies available to intervene and influence the customer experience.

COVID-19 has forced us all into new habits both personally and in business. For instance, social isolation has caused us to rely more heavily on technology to fill in the gaps. To satisfy the “social animals” we are, we’ve had no choice but to embrace technology to keep our personal and business lives in order. But with every crisis comes a silver lining. Those who react quickly to the new normal can pave the way to greater success.

We recognize that our customers’ behaviours have changed. From a marketing perspective, we must go back to the basics and revaluate how these new behaviours impact buying decisions and the customer experience. This is the part that never changes: doing your homework, which starts by taking a fresh look at “where our customers are.” Since the pandemic, many of our customers spend much of their time at home and may continue to do so for the foreseeable future. The electrical industry has relied on face-to-face selling to help buyers through every stage of the process. But how do we reach them as they progress through the buying cycle today?

Even before the pandemic, our customers, like other B2B buyers, have changed.

“More than 70 percent of B2B buyers fully define their needs before engaging with a sales representative, and almost half identify specific solutions before reaching out, according to a new report from CSO Insights, the research division of Miller Heiman Group” — June 2018 Press Release, Miller Heiman Group

If our customers are not getting the information from our sales organizations, where are they accessing it? We, as marketers, need to be there. The issue is “there” can be everywhere and at any time. It is important to know all the channels your customers use to absorb content. Those channels could involve distribution channels, blogs, websites, LinkedIn, sales and customer service representatives, publications, and events, to name a few. At the same time, each interaction your customer has with your brand must represent a consistent experience or else there will be a breakdown in the cycle and the brand.

Focusing on your customer and their journey will lead you to create a balance of technology, process, programs, and people to ensure success. Your brand is the experience, and the experience involves many disciplines within and outside your organization.

EFC’s upcoming Future Forum webinar, “Rethinking the Customer Experience,” is the perfect catalyst for members to do their homework on the new customer journey and their expectations, while providing a pragmatic approach to help businesses mobilize their current efforts.

Some things never change, while other things are always evolving. Customer centricity is a concept that never goes away, but how the customer evolves is always changing.

Register for the Future Forum webinar, “Rethinking the Customer Experience,” November 5, at https://www.electrofed.com/events/the-future-forum/

Carol McGlogan is President & CEO, Electro-Federation Canada.

Swati Vora-PatelBy Swati Vora-Patel

The electrical market is at the helm of innovation — from robotics and automation products that support advanced manufacturing to smart technology in homes and businesses, our industry leads innovation and competitiveness in Canada.

With advanced electrical and automation products shaping how we work, live and play, our industry is continually at the forefront of designing technologies that meet the needs of Canadians today.

 

 

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David GordonBy David Gordon

Many talk about digitizing the channel and the emerging / present digitalization of the industry and then wonder why eCommerce as a percentage of distributor sales is not higher. One major reason is for many distributors their key customer is a contractor.

Much is being invested into the space. Everything from product content to website development / eCommerce platforms (and CMG is involved in some of this in supporting clients as well as involved with ETIM North America).

 

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Investment in Building Construction - March 2021Total investment in building construction increased 5.9% to $18.6 billion in March, led by the residential sector. On a constant dollar basis (2012=100), investment in building construction was up 5.2% to $14.3 billion in March.


Residential investment continues to set records


Residential construction investment increased for the eleventh consecutive month, up 7.6% to $14.0 billion in March.

 

 

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Michelle BraniganBy Michelle Branigan

A career seeker looking for a job. An HR manager looking to hire. Both are looking to fill a need quickly, effectively and as cost efficiently as possible. The career seeker needs to pay their rent or mortgage, and the HR manager knows the cost to the business of the wrong hire.

This is where the need for a well-written job description comes in. All too often job descriptions are outdated, listing requirements that are no longer valid, or failing to accurately portray a clear description of the role and employer expectations.

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Carolina GalloBy Line Goyette

Among the recipients of the 2021 Clean50 Awards announced last month is Carolina Gallo, Vice President Government and Institutional Relations Canada, for Hitachi ABB Power Grids Canada. CEW reached out to Gallo, about the experience. But first, a little about the Clean50 Awards.

These annual awards recognize Canadian leaders in sustainability for their contributions over the prior two years. 

 

 

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Changing Scene

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Liteline has announced the promotion of Evan Sadofsky to Regional Sales Manager for Eastern Canada, ...
Electric Mobility Canada (EMC) and Electro-Federation Canada (EFC) have announced a new ...
Frank Dunnigan, CEO of Techspan Industries Inc., is pleased to announce the appointment of Sean ...
Deschenes Group Inc. (DGI) proudly announces the acquisition of Marcel Baril Ltée (Marcel Baril) ...
Electro-Federation Canada (EFC) represents electrical and automation manufacturers, distributors ...
LEDVANCE LLC, the maker of SYLVANIA general lighting in the US and Canada, announced Charlie Harte ...
Electro-Federation Canada (EFC) once again held its Annual General Meeting virtually this year on ...
It is with great emotion that after 40 years of combined service and leadership of Ideal Supply, ...
Managing change requires a set of soft skills that enables you to harness a growth mindset and the ...
Liteline has announced they will be establishing a Western Canada Regional Office and Distribution ...
 

 

Wayne Long and Jim BenderIdeal Supply is proud to announce that as of January 1, 2021 they have appointed a new Sales Manager for both the Electrical and Industrial divisions.

Wayne Long (left) will serve as thier Electrical Division Sales Manager. Wayne spent 11 years with Ideal Supply in the early years of his career, and was with Benshaw Canada for 20 years in senior sales management roles in Canada and the USA before re-joining Ideal in 2017, as thier Industrial Division Sales Manager. Long is a seasoned executive and has a proven track record of building strong relationships with customers and suppliers, and as a coach to sales teams to grow businesses.

 

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OmnicableOmni Cable located in Brampton, ON, is proud to announce it received IMARK’s 2020 Order of the Golden Maple Leaf Award in its first year eligible for the award.

The Order of the Golden Maple Leaf Award is an annual award that is presented to all IMARK suppliers who meet the set requirements, including supporting members and participating in IMARK Canada’s marketing programs.

 

 

 

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POW-R-Line CS Switchboards by EatonThe Solution to Your Switchboard Needs Now and for the Future.

Introducing Eaton’s Pow-R-Line CS switchboard, the most compact, expandable, service entrance and distribution solution in Canada. This versatile design allows for top or bottom service entrance cables, and expansion sections to the main structure to suit any design requirement.

Eaton’s Pow-R-Line CS switchboard provides a space-saving design advantage with a smaller footprint than any comparable switchboard in the market.

 

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LitelineLiteline has announced they will be establishing a Western Canada Regional Office and Distribution Center. Currently under construction in Langley, British Columbia, the new facility will service British Columbia to Saskatchewan in Canada, as well as the Pacific Northwest and California in the United States.

"As we lightly refer to the facility as “BC/DC”, the new operation will relieve some load for our 160,000 sq ft HQ in Richmond Hill, Ontario, and our other distribution points in Montreal, QC, and Dallas, TX," said the company via press release. 

 

 

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Eaton AR AppAdd or remove switchboard structures according to your construction needs, such as the main incoming with or without Canadian metering requirements, distribution loads, and submain sections. Verify your assembly footprint with thermal magnetic devices such as breakers and fusible switches (with or without meter sockets). Check for clearances and cable landing locations.

No need to guess what configuration will best suit your needs or wonder how the Pow-R-Line CS switchboard will fit in your location.

 

 

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Peers & Profiles

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“The ongoing integration of Rexel Utility into our Canadian business platforms has underscored our ...
Marcos Simard was recently appointed Managing Director of WESCO and Anixter EES Montréal ...
As of February 2021, Martin Stephenson is the new President and CEO of Signify Canada. Given that ...
This past December Jennifer Green was honoured with Canada’s Most Powerful Women Top 100 Award for ...
Rob Dewar is President of AD Canada as of this past January, when AD announced it had made the ...
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 ...

 

Marcos SimardBy Line Goyette

Marcos Simard was recently appointed Managing Director of WESCO and Anixter EES Montréal (Electrical & Electronic Solutions). This young manager, a graduate of the University of Quebec in Trois-Rivières with a degree in business administration and holder of a post-graduate degree from Laval University in Information Technology Management, does not seem destined for a career without unexpected shifts.

Marcos has been with WESCO since 2015. We remember that in 2020, WESCO proposed a merger with Anixter...

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Jeffrey MoyleBy Line Goyette

“The ongoing integration of Rexel Utility into our Canadian business platforms has underscored our responsibility as an organization to find creative solutions for today’s challenges, as well as to prepare for tomorrow’s opportunities.”

This quote from Jeffrey caught my attention. Vice President, Supplier & Digital Strategy at Rexel Canada Electrical Inc., Jeffrey has extensive experience in the industry and is a graduate of the University of Western Ontario with a Master’s in Business Administration, focusing on internarial leadership.

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