Canadian Electrical Wholesaler

Measuring SuccessDavid Gordon

Investment dollars are hard to come by, and for marketers explaining the value of marketing can be difficult due to the multitude of initiatives (so which one “created” the need or generated the sale), the role of the salesperson, and the fact that the customer needed the item anyway. Typical marketing metrics relate to sales increases (or sales generated), number of customers who participated in the activity, or lead generation.

I was recently reading an article entitled, “Move Beyond Sales with these Business KPIs.” The article was more retail-oriented, but it got me thinking of what should be pertinent for manufacturers and distributors. Here are five metrics to consider:

1. Customer retention. Yes, everyone wants it but most cannot define it. The key with retention is recentcy, frequency and monetary value (RFM). As marketers, consider metrics that tie to days between ordering (possibly within customer volume ranges), frequency of ordering, and average order size (or # line items/order). First determine your current performance, set that as your benchmark, and then measure annual or quarterly performance. Are customers purchasing more frequently? Ordering more items? And has their time between orders decreased? Remember, marketing is about creating demand. 

2. Customer satisfaction. Happy customers are good customers, right? Not necessarily. Especially if they do not purchase regularly or in volume. Knowing if someone is happy or if they would recommend you are not appropriate distributor or manufacturer metrics. Identifying customer (distributor or end-user/contractor) satisfaction, transactionally or annually, gets to the issue of how you perform vs. customer expectations and helps identify where you need to improve. The objective is to meet customer expectations, as this is the true definition of quality according to quality gurus. 

3. (New) Product sales. Tracking sales of products your marketing efforts are focused on is important, and is relatively easy to do. Tracking new product sales can be a little tougher. Distributor marketing staff should talk to pricing and/or IT to see if their ERP system records when a product was first entered into their system or when the first sale for a product was recorded. Most manufacturers define new as less than three years old. 

4. Lead generation. Growing with existing customers is one path to success. Supplementing it with new customers is critical to sustainable growth. Review your credit application and add a section for “how heard of us” and also run reports to compare sales vs. prior year. Set an annual goal for new accounts greater than $X. 

5. Sales satisfaction. Are marketing's initiatives and tools helping sales? Consider developing a Sales Satisfaction Index (SSI) and asking your customers how you are meeting their needs.

Finding quality salespeople is difficult, and expensive. Effective marketing can differentiate you to your customers, enabling you to increase your account penetration while also helping create opportunities. The right metrics will tell you if you are getting a return on your investment and if marketing works for you.


 

David Gordon is President of Channel Marketing Group, which helps manufacturers and distributors in the construction and industrial trades generate ideas to accelerate revenue through strategic planning, marketing planning and coaching and market research initiatives. He can be reached at 919.488.8635.

 

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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