Branch Level Tactics for Taking Share in ’26

Tips for Taking Share in ’26

As we look forward to 2026 the crystal ball right now is showing slow growth aside from those who will benefit from data centers and possibly the industrial market if they are receiving a new factory or expansion. Those in the construction space, inclusive of the residential market, will be playing the market share game.

At the same time, companies are competing for talent in an environment where margins are getting squeezed. Tariffs are not helping. While sales may increase, the question becomes, “are units?” If you’re not selling more than prices have increased, you’re going backwards.

Technology, especially AI, is helping companies optimize their business. For most, AI is really “business process optimization.”

While some AI companies are focusing on specific applications, and some enterprising distributors are developing their own applications, the more forward companies are tackling business applications … interconnected processes that help unleash productivity improvements, improve customer service, and provide an environment for supporting revenue development.

Prokeep has been known for helping distributors in the area of text management – for customer experience as well as targeted outreach (either individually or via opt-in SMS campaigns.)

Last week they launched a new offering Order Engine.

This new tool, whose use cases are for busy inside sales groups and busy counters, helps, replicate your best performer, enabling you to have an A player in every position.

They just released a playbook overviewing the “how.” Forewarning, they call an A player “Jeff”. Here’s an overview of the playbook:

Turning Every Rep Into a “Jeff”: How Electrical Distributors Can Drive Growth in 2026

Every distributor has a “Jeff.” He’s the inside sales rep who just seems to get it. He knows his customers by name, responds instantly, remembers their preferences, and—most importantly—drives orders instead of waiting for them. But what if every rep could perform at Jeff’s level?

That’s the premise behind “The Front-of-House Playbook” from Prokeep. It’s a smart, data-driven guide that highlights how distributors can modernize their customer-facing operations to capture more orders, improve service, and unlock revenue that’s hiding in plain sight. As distributors look ahead to 2026, it’s worth paying attention to the lessons this playbook provides—and the technology that makes them possible.

The New Front of House

Electrical distribution has long been about relationships and service, but customer expectations have changed. Contractors and industrial buyers now expect instant answers, digital convenience, and proactive communication. The front counter, phone, and text line have merged into one continuous service experience.

Unfortunately, most distributors haven’t kept pace. Conversations happen across disconnected systems—phone, email, text, fax—and customer data sits in silos. The result? Slower response times, missed opportunities, and uneven service experiences.

Prokeep’s research shows that distributors who modernize the “front of house” can see dramatic gains:

• 3x more order capacity from improved communication
• 30% more orders from proactive processes
• 13% more orders from better data visibility

The math adds up quickly—especially in an environment where organic growth is hard to find.

Serve. Centralize. Drive.

The playbook outlines three core strategies that define the modern order experience:  Serve, Centralize, and Drive.

• Serve: Distributors win when they make it easy for customers to connect, order, and get information fast. That means meeting customers wherever they are—text, email, chat, or phone—and responding instantly. The faster a rep answers, the more orders they capture. Eighty percent of orders, according to the report, go to the company that responds first.

Prokeep helps here by consolidating every communication channel into a single inbox, so inside sales teams can respond faster and multitask efficiently. As one user put it, “We can handle three or four customers at once with Prokeep instead of just one on the phone.”

• Centralize: Data chaos is the enemy of scale. When reps keep notes in personal spreadsheets or sticky pads, visibility disappears and errors multiply. The playbook makes a strong case for centralizing customer information—conversations, order history, and preferences—into one unified record.

This level of clarity allows reps to personalize outreach, spot at-risk accounts, and anticipate needs before customers even call. It also provides management with actionable insights into branch performance and customer engagement.

Prokeep connects directly to a distributor’s ERP and communication channels, ensuring that quotes, order confirmations, and status updates are synchronized automatically. That visibility builds confidence and reduces costly errors—something every executive values.

• Drive: Serving and centralizing create efficiency; driving turns it into growth. The playbook emphasizes proactive selling—reaching out to dormant accounts, launching quick promotions, and using customer data to recommend timely add-ons.

One of the branches for Johnstone Supply, an HVAC distributor, reported that a single SMS campaign through Prokeep generated between $60,000 and $100,000 in new sales. Another distributor saw a 50x revenue increase  in inspection campaigns simply by automating outreach.

The key idea: don’t wait for the phone to ring. Use the information you already have to start the conversation.

Making “Jeff-Level” Performance the Norm

The report’s case studies read like a blueprint for operational excellence. With the right technology, every rep – whether at the counter, on inside sales, or managing key accounts—can perform like Jeff.

Prokeep’s “Order Engine” connects messaging, quoting, and order updates in one workspace. Reps can generate quotes in seconds, send order confirmations automatically, and launch AI-recommended promotions tailored to each customer segment. Management gains visibility into what’s working, and branches can replicate best practices across the organization.

It’s not about replacing people. It’s about equipping good people with better systems—so they can focus on customers instead of juggling tools and tabs.

A 2026 Imperative for Distributor Leadership

As we move into 2026, the competitive battleground for distributors won’t be price—it will be responsiveness, visibility, and proactive selling. The distributors who can meet customers where they are, respond instantly, and drive engagement through data will be the ones who grow share.

The technology to do it exists today. Prokeep’s platform provides the foundation for a modern front of house—one where every rep can serve faster, sell smarter, and operate like your best performer.

In a flat market, growth will come from execution. The *Front-of-House Playbook* gives distributors the roadmap. Prokeep gives them the engine.

Thoughts

As we’ve been talking to clients we’ve been sharing expectations for a tough market. Speed can help win. It can help get a quote back faster to possibly take business off the street. It can also enable well-motivated salespeople to pursue underserved customers. It also allows for a better customer experience by offering quicker responses to questions.

And, when you can equip your salesforce, or a branch, with a set of promotions that they can launch to targeted groups “on-demand,” that empowerment can drive incremental sales. All it takes is a little forethought.

While most technology companies are focused on serving mid-large to large distributors (and yes, Prokeep would not turn down that business), they’ve designed the system to also support branches and smaller distributors.

A key to success in 2026 will be being nimble. That’s what it takes to win market share. And with a tool that can be decentralized (or centralized if you prefer), it would be interesting to deploy the application and then have branches compete against each other to see who can perform best … perhaps entrepreneurial energy can be unleashed to help your company win?

I’d suggest downloading the report and asking to learn more. A little time invested could generate a significant ROI.