Power the Network … a CBM Production

Manufacturer representatives have been “upping” their game in the marketing area over the past few years. One of them that is doing something a little different is CBM.

CBM (formerly known as Cleaves-Bessmer-Marietti) is an electrical manufacturer representative serving the industrial and construction markets in Kansas and western Missouri while also serving the utility and telecommunications markets in Kansas, Missouri, Central / Southern Illinois, Arkansas, Oklahoma, Texas, Iowa and Nebraska. The company is headquartered in the Kansas City area. They are a member of NEMRA.

The company’s diversification is a strength as it provides insights into varied aspects of the market. The company, an ESOP, supports its manufacturers, distributors and the various end-user markets and influencers with a staff exceeding 30 individuals.

One of CBM’s marketing initiatives is a monthly, sometimes more frequent, podcast. Recognizing their “community” spends much windshield time, podcasts are a way to reach their audience.

Late last year CBM reached out and asked me if I would be willing to be a guest (their 32^nd!) and share with their audience some of the changes impacting manufacturer representatives, and industry dynamics.

I was honored to be asked. You can listen to the podcast here or wherever you get your podcasts. To help “non-podcasters”, I asked them to share an overview of the interview, which follows:

The Power of Marketing in the Electrical Industry with David Gordon | EP 32

“In a recent episode of CBM’s “Power the Network” podcast, CBM’s Vice President, Broadband, Tim Locker engaged in a discussion with David Gordon, president and founder of Channel Marketing Group, focusing on the evolving marketing landscape within the electrical distribution industry. The conversation delved into marketing strategies, the integration of AI and other technologies, and the importance of adapting to generational shifts in the workforce.

Redefining Marketing: From Sales to Demand Creation

Gordon emphasized a paradigm shift for sales representatives, urging reps to view themselves as demand creators rather than traditional sales agents.

He noted that many manufacturer representatives are now hiring marketing personnels, with some expanding their teams to include multiple individuals with true marketing skills. This shift underscores reps’ need to embrace their role in generating demand through various channels. Gordon pointed out that marketing extends beyond collateral, emails, and events; it’s about creating demand in non-personal mediums. This includes developing integrated marketing strategies that utilize email campaigns, print media, video content, and display advertising to communicate their manufacturer’s product value propositions to customers.

The Role of AI and Automation in Marketing

The discussion touched on the impact that AI and automation can have on marketing strategies. While still in the early stages within the electrical distribution industry, Gordon discussed how AI tools can enhance productivity, ensure pricing consistency, and improve customer service within the industry. By leveraging AI, companies can analyze customer data to tailor marketing efforts, predict market trends, and streamline operations, staying competitive in a rapidly evolving market.

Navigating Generational Workforce Dynamics

As new generations enter the workforce, they bring different expectations and work styles. Gordon emphasized the importance of managing these transitions effectively. He suggested that companies foster an environment that encourages collaboration across generational lines, leveraging diverse perspectives to drive innovation and adaptability. Understanding and addressing the unique needs of each generation can lead to a more cohesive and productive workforce.

A key component of this will be the product training needs of the next generation. Technology tools can facilitate this. Further, while the “new” generation easily adopts technology, the pace of change, and acceptance, varies based upon the audience, ensuring that the importance of relationships will remain paramount in the electrical industry for many years. Technology is a process enabler … enabling information sharing but not being a substitute for knowledge, insights, and “institutional memory.”

E-Commerce Trends and Their Impact on Traditional Sales

The conversation also touched upon the evolving role of e-commerce and its impact on traditional sales processes. Gordon provided insights into how the rise of online purchasing is reshaping customer expectations and buying behaviors. He advised that reps could integrating e-commerce strategies into their demand generation models, ensuring they meet customers where they are and provide seamless online purchasing experiences. An opportunity for reps is to offer an online catalog experience to contractors and other end-users / influencers, enabling them with another resource to quickly access information. With reps known as “the local source for information”, providing access to the information 24x7x365, and perhaps easier than on a manufacturer or distributor website, could be a service, and differentiator, for a rep. The issue is not “taking the order” but “providing information.”

The Importance of Joint Business Planning

Aligning goals between reps, manufacturers, and distributors is crucial for mutual success. Gordon highlighted the significance of joint business planning, where all parties collaborate to set objectives, share insights, and develop strategies that benefit their customers (since distributors and manufacturers are customers of a rep.) This collaborative approach ensures that everyone is working towards common goals, leading to increased sales, efficiency, and profitability.

Shifting from Being Reactive and a “Servicer” to Proactive Selling

Gordon discussed the need for a shift from reactive servicing to proactive selling. Instead of waiting to respond to customer needs, reps should anticipate opportunities and actively engage in identifying ways to create demand. This proactive approach involves understanding customer pain points, offering solutions before issues arise, and continuously seeking ways to add value. By doing so, reps can create new opportunities and strengthen customer relationships.

Insights from the ‘Rep of the Future’ Report

The discussion concluded with key takeaways from NEMRA’s forthcoming “Rep of the Future 2025” report, which examines the evolving roles and expectations of manufacturers and reps. Gordon emphasized the need for reps to adapt to changing market dynamics, embrace new technologies, and continuously develop their skills to meet future demands. Staying informed and agile will be essential for reps aiming to thrive in the industry’s future landscape.

In summary, the podcast underscored the critical importance of evolving marketing strategies, embracing technological advancements, and fostering adaptability within the electrical industry. By redefining their roles, leveraging AI and automation, and proactively addressing market changes, reps and agencies can position themselves for sustained success in a dynamic environment.”

CBM’s podcast is a novel approach to sharing information to those in its communications community. They’ve had manufacturers, Jim Lucy (editor of Electrical Wholesaling magazine) and others within the electrical, utility, and communications industry, highlighting to those in their market that CBM’s reach, and involvement, is industry-wide.