Canadian Electrical Wholesaler

July 14, 2020

David GordonBy David Gordon

Zoom is now the generic term for webinars. The Kleenex of webinars. Teams may rival based on usage, but from a lexicon viewpoint it is now Zoom, perhaps because of the media and stock market mentions?

Whether you use Zoom, Teams, WebEx, Go-To-Meeting, Google Hangout or the umpteen more of these services, the end result is either another webinar or a meeting. Facetime and Google Duo are more “peer to peer” communication vehicles, although they can have multiple people.

Don’t get me wrong, they have been a saviour over the past 100 days and will be an essential business communication tool moving forward.

The challenge, according to some, is over-usage.

You hear of people saying, “I was on Zoom all day long” or “Another Zoom training session.”

With economies reopening and distributors back in their offices / branches and needing to be serviced by their manufacturer reps, a comment we’ve heard is, “I need to spend less time in training sessions.”

One executive shared, “My staff could be in 20-30 of these meetings a week!”

Training is great, and much of it has been needed for a long time. The challenge is much has been compressed into the past 60 days.

Product marketing/marketing departments have now had more time to develop the PowerPoint presentations to conduct 30-minute to one hour meetings and suspect (or expect) that others have the time, and interest, to learn about that product at a specific time.

Sign-ups have been good, attendance decent. But are you getting the attention?

Everyone wants video so they can “see” the participants. But how many participants are multi-tasking because “they need to get work done”?

The goal of the training is imparting product knowledge (and much of the training is very good). However, the key to training is remembrance… so that salespeople/distributors remember the product for some time in the future… when the customer has a need! Which then begs the question of how is the education being reinforced?

Further, with so much training, how is your training memorable?

We’ve seen some companies launching eLearning tools, or curricula, where they are providing rewards for attending, rewards for completing a short quiz at the completion of a session or allowing points to be accumulated for attending multiple sessions.

And others are using video “snippets” with technical staff to add depth to the training. Manufacturer reps are developing short videos to focus on specific SKUs from their suppliers — adding their personality to the video and hence branding the rep and the supplier in the market (where to buy and what to buy). More rep marketing creativity is being exhibited during COVID-19.

But with companies back at work and becoming busier, can the pace of training continue? Consider how it could be refined to integrate target account selling.

Zoom, and Teams, will become integral components for customer service as well as supply chain discussions. Regional managers will use with their reps and distributors for reviews resulting in travel cost savings manufacturers and time savings for distributors and reps. In fact, in our last COVID study, when asked about manufacturer visitation, a number of distributors prefer virtual meetings with established suppliers. Reason — more productive.

The key with these tools is that they are tools. The content, and “how” it communicated, is the key. Moving forward, manufacturers and distributors will need to develop a cadence as well as communicate the benefit of their training meetings to drive attendance.

It isn’t a case of Zooming out, it’s zooming in on the audience benefit and maximizing your ROI and giving your audience a high ROI.

The key is “is your audience zoomed in to your message?”

How many “Zoom” meetings have you had this week? How many “Zoom” training sessions have you been invited to / attended?

What is the most memorable “Zoom” training session you’ve participated in?

David Gordon is President of Channel Marketing Group. Channel Marketing Group develops market share and growth strategies for manufacturers and distributors and develops market research. CMG’s specialty is the electrical industry. He also authors an electrical industry blog, He can be reached at 919-488-8635 or This email address is being protected from spambots. You need JavaScript enabled to view it..

David Gordon New 400Everyone is an expert in pricing. It’s either too high or too low based upon your role. Salespeople like it low. Management wants it high. The customer wants it “right” which, usually means “competitive” or “It’s reasonable for the value I am receiving.”

And the term “value” is intriguing as it infers that you understand
• the value that you bring
• the value that your product / service brings
• the competitive landscape (which also includes alternatives and inertia)

But I digress. 

Read More



LDS Magiclite LS 400Magic Lite has announced the signing of Lightspec Canada Inc. as their Specification Sales Agent for the GTA.

As the Canadian Division of Lightspec, LLC, NY, this agency is headed by Steve Danzig as President and Neil Whiteford as Sales Manager. This talented sales team has over 150 years combined experience with Lighting Design, Applications, Lighting Controls, Distribution and Project Management. They are committed to bringing attentive service and expertise to their clients for their designs, projects, lighting requirements and acting as their trusted advisor and partner.

Read More


COVID-19By Atul Minocha, Dawn Werry, and Kimberly Miller

When the pandemic first hit, the industrial manufacturing sector was changing daily. Now, at the start of the recovery phase, the whole industry is adapting. Some companies have had to find completely new markets for their products, while others have started making completely new products. Across the board, supply chains have been disrupted. Buyer behaviours have changed and go-to-market strategies have had to adjust in order to keep business moving. Here are four ways industrial manufacturing companies can recover from COVID-19:

Read More


Gurvinder ChopraBy Gurvinder Chopra

In June 2019, the U.S. grid regulator, NERC, issued a warning that a major hacking group was conducting reconnaissance into the networks of electrical utilities. Just one month later, several major industrial firms announced they had been victims of a state-sponsored hacking campaign.

A year later, hackers targeted over 75 organizations around the world in the manufacturing, media, healthcare, and non-profit sectors, as part of a broad-ranging cyber espionage campaign.


Read More


Value of Building Permits - JuneThe $687 million Oakridge Centre mixed use redevelopment project in the city of Vancouver helped raise the total national value of building permits 6.2% to $8.1 billion in June, to a level comparable to pre-COVID levels. Overall, seven provinces reported gains for the month.

Residential permits rise

The total value of residential permits was up 7.0% to $5.3 billion, with gains posted in six provinces. British Columbia posted its third largest value on record for residential permits in June, up 20.4% to $1.3 billion due to large projects such as the Oakridge Centre redevelopment. 

Read More


Changing Scene

  • Prev
Mr. Steven Wright joins IMARK Electrical, Inc. as the Vice President of Supplier Relations and ...
Competition Bureau Canada registered a consent agreement with the Competition Tribunal to address ...
Panduit has appointed Mission Technical Solutions as its representative for all of Canada outside ...
 In the 6th installment of this video series, HALO MINUTE, by Cooper Lighting Solutions, ...
After a successful and accomplished 50-year career, Gary Morrison, Vice President of Sales and ...
Northern Cables announced via their social media accounts that they have broken ground on the ...
Electro-Federation Canada (EFC) and ETIM North America (NA) have entered into a strategic ...
Southwire announced that Tim King has accepted the role of President of Southwire Canada. ...
Savant Systems has announced it has signed a definitive agreement to purchase GE Lighting, a ...
EFC’s Economic Forecast Series webinar will deliver global, national, and regional economic ...

SouthwireSouthwire has long held a commitment to sustainability, dating back to its first official sustainability report in 2007. Reflecting that commitment, the company recently launched its 2019 sustainability report, prepared in accordance with the Global Reporting Initiative (GRI) Standards, featuring an exciting new goal called Carbon Zero.

The 2019 report highlights all areas of sustainability at Southwire and showcases the company’s most significant impacts by focusing on its five key tenets – Growing Green, Living Well, Giving Back, Doing Right and Building Worth.


Read More


CSAOn May 8, 2020, Gianluca Arcari was appointed Executive Vice President & Chief Commercial Officer at CSA Group, reporting to David Weinstein, President & CEO. In this role, Gianluca will be responsible for growing CSA’s global Testing, Inspection and Certification (TIC) organization. Leading a team of more than 200, Gianluca will guide and develop global commercial market sector strategies across CSA Group’s global business units in Home and Commercial, Industrial and Healthcare.

“Gianluca is widely known and respected for his technical and business skills both within CSA Group and in the global TIC market, making him an excellent choice for this role,” said David Weinstein.

Read More



Robin Billingsley"It is with heavy hearts that we inform you of the passing of our longtime Marketing Manager, Robin Billingsley," said Beghelli General Manager, Bruno R. Ardito in a heartfelt letter to Beghelli customers.

"Robin had been battling breast cancer for the past few years and on July 23rd, Robin’s battle ended at 40 years young. We have had the pleasure of working with Robin for 13 years and in those 13 years, she executed many of the products and programs we have today. Robin truly represented Beghelli/Beluce ideals, philosophy and vision. 


Read More


Peers & Profiles

  • Prev
  Sonepar is excited to introduce Anju Uddin as the new Marketing Manager for their Ontario ...
Electro-Federation Canada’s Young Professional Network (YPN) is a fantastic tool for industry ...
Sean Bernard is the Intelligent Controls Manager, Canada for Ideal Industries. Sean resides in ...
Jenny Ng is a Business Development Manager for the Power Solutions Division of Schneider Electric. ...

LDS CBC Lighitng logo 400By Blake Marchand

CBC Lighting has established itself as a premier lighting wholesaler in Canada as well as the U.S. During the pandemic they were able to leverage that expertise to help fill an increased demand for T-UV lamps and ballasts.

Obviously with the global pandemic there has been increased focus on PPE and other sanitary products like hand sanitizer, disinfectant wipes, as well as Ultraviolet light that kills germs. LDS has published several reports from industry organizations that have recently conducted research studies on the effectiveness of T-UV lamps on neutralizing the COVID-19 virus. 

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
©2020 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