Working together to serve contractors

Stephen Roberts from CMD, the specialist in power distribution systems and Paul Conneely, from Edmundson Electrical, discuss the advantages of working collaboratively as a wholesaler/manufacturer partnership to benefit electrical contractors.

The two companies are evangelical about the shared benefits the relationship brings to electrical contractors

For manufacturers like CMD, the company behind the Betatrak range of powertrack power distribution systems and the Rotasoc modular power system, electrical wholesalers distribute its products into the market and onto key projects. That’s why investing in nurturing those relationships is so important to both parties.

“If we treat wholesalers like a middle-man,” explains Stephen Roberts, Head of Sales at CMD, “we are failing the contractors that install our systems and, in turn, their clients.”

CMD has become the largest supplier for Edmundson Electrical’s Blackfriars branch in London, accounting for a significant proportion of the business’ £20m turnover last year.

“There is a strong element of solid personal relationships with the CMD team,” explains Paul Conneely, Business Manager at Edmundson’s Blackfriars. “I have been dealing with the company’s Power Distribution Sales Manager, Paul Allen for about the past five years, along with area sales managers, John Archer and Jason Broughton, I have also maintained regular contact with Stephen since he joined CMD five years ago.

“They are very proactive about keeping in touch, whether for a specific project or just to touch base. We have an open dialogue that has developed into a partnership based on trust and, just as colleagues often do, we have become friends as well as business contacts.”

“If we treat wholesalers like a middle-man, we are failing the contractors that install our systems and, in turn, their clients”

Business development

One of the ways in which CMD and Blackfriars add value to the supplier/wholesaler relationship is the close collaboration on large projects that have been specified and will be going to market for procurement.

Stephen continues: “Our team offers technical sales; they are highly experienced electrical professionals who work with M&E consultants to develop the specification and ensure compliance. As a result, we often have the inside track on projects that are coming up and which contractor has been awarded the electrical fit out.

“We know from our close relationship with the Blackfriars team that any project we are working on together will receive excellent service, and that they will work collaboratively with us should any technical support be required. That means a smooth supply chain journey and excellent experience of the CMD brand for the contractor.”

Customer benefits

The wholesaler’s team prioritises CMD products when contractors have a generic power distribution request and advises them when switching to CMD could save them time and/or money.

Paul explains: “We know the CMD products and the quality and functionality they offer, we also know the level of technical support CMD can provide, and we have a large stockholding so we can offer customers a rapid turnaround on their order, whether they are local to us within the M25 or further afield.

“All of this makes a very compelling case for us to steer contractors towards CMD products and we can often benefit them by providing a sound business case for making the switch. This might involve providing an integrated, single source supply from distribution board to workstation with a complete CMD solution, delivering a 5% cost saving, and ensuring immediate product supply with reliability of availability.”

Training and knowledge sharing

Alongside the technical support that CMD offers the sales and customer service teams at Edmundson’s Blackfriars branch, the branch has its own CMD specialist, Chris Frampton, who has the technical knowledge required to advise customers.

“Chris has been trained by the CMD team,” Paul continues, “so he can answer most of the questions contractors might ask and provide valuable advice, ensuring they purchase the right combination of products for the specification. Indeed, most of our sales team have had some training from CMD and have visited the company’s showroom in Clerkenwell, which ensures they are more engaged with the product range from both a technical and commercial point of view.”

Thanks to COVID-19 restrictions, followed by a busy period as the electrical fit out market recovers, product demos from CMD have not been as regular as they were in the past at Edmundson’s Blackfriars, but, with a planned move to a new showroom on the horizon for CMD, Stephen expects that to change.

“Product demos are one of the ways in which we can help wholesaler partners to add value to their customer relationships,” he says, “and offer an integrated service.”

A partnership culture

CMD is not the only supplier that Edmundson’s Blackfriars works with in an informal partnership, any more than Edmundson’s Blackfriars is CMD’s only wholesaler partner, but the two companies are evangelical about the shared benefits the relationship brings to electrical contractors.

Paul adds: “By working closely with suppliers like CMD, we can provide cost savings and a reliable commitment to short lead times, along with technical knowledge, and a solutions-based approach to sales. We have to do more than simply fulfil orders for our customers; we need to be proactive in developing customer relationships, offering innovative solutions and adding value through knowledge and service.”