Over the past few years there have been a number of AI tools, and companies, launched to support electrical distributors. Many of them launch with one product. Essentially, these are modules for a distributor as they address one issue. They are bolt-on to a distributor’s ERP system.

What this means is that, eventually a distributor will “stitch together” a number of systems, typically from an array of companies, and spend the time making sure the various systems integrate. And pray when there are updates / upgrades that everything works together and that data gets accurately transmitted.

As we’ve watched this, we’ve wondered “when will someone offer a system that has all of this functionality?” Essentially, put everything under one tent, either to be purchased, and implemented, together or separately … but from one software company.

Further, we’ve seen the pricing for various modules. Pricing becomes can get expensive, leaving AI into the domain of larger distributors.

Motivate has offered a quotation / sales automation module, their PO to cart module and a sales activity tool. All have distributors currently using them. (Here’s a brief overview of the services.)

But having talked to distributors and seeing the market, the Motivate team decided to create an “all in one” platform at an affordable price.

The are calling it an AI Automation suite. And they are targeting small to medium distributors (essentially <$100 million, but it could be used for larger ones). Reportedly the initial pricing is about the cost of an entry-level counter or inside salesperson!

Justin Johnson, president of Motivate, shared the following with ElectricalTrends:

Motivate AI Automation Suite Unifies Core Distributor Workflows into a Single AI System

Motivate recently announced Motivate AI Automation Suite, a suite of AI automation tools seamlessly integrated for B2B distributors that brings order and quote automation, pricing optimization, customer communication, sales insights, and financial workflows into a single system.

For most distributors, these capabilities have meant juggling multiple tools, added cost, and manual work that slows down response times and limits growth. Motivate AI Automation Suite changes that by simplifying how work gets done across the business.

“Distributors don’t need more tools, they need one system that actually runs the business,” said Justin J. Johnson. “Most orders still come in through email and text to the branch, and most of the technology built to automate that has been delivered as separate tools. When you automate that intake and everything that follows in one system, you remove the manual work and give your team time back. That’s what drives faster response, better service, and ultimately more revenue.”

Motivate has focused on designing a system aligned to how work actually enters and flows through a distributor’s business.

Motivate AI Automation Suite

Motivate AI Automation Suite captures inbound requests from email, SMS, files, and other unstructured formats, automatically processes orders and quotes, applies intelligent pricing, and streamlines downstream workflows such as returns and warranties. It also automates accounts payable and receivable for finance teams.

This unified approach is significant for the market. While many of these capabilities have existed, they have typically required multiple systems, significant cost, and complex implementations, limiting adoption for small and mid-sized distributors. Motivate AI Automation Suite brings these functions together into a single system that is practical to deploy and use.

“I’ve worked with independent distributors for decades, and the challenge has always been cost and complexity,” said Jason Bader, principal of The Distribution Team. “There are a lot of companies building individual tools, but very few have brought those capabilities together into a single system. What Motivate has built stands out. The team clearly understands how distribution actually works, and they’ve combined these core functions into a platform that is practical for small and mid-sized distributors to adopt. That’s significant. It levels the playing field and allows these businesses to automate manual work and focus more on customer relationships, which is what ultimately drives growth.”

“When you bring these workflows into a single system, the impact shows up quickly,” Bader added. “Teams respond faster, errors go down, and people have more time to focus on customers. That’s where distributors start to see real gains in productivity and revenue.”

By consolidating these workflows, distributors can reduce manual processing, improve response times, and increase output from existing teams without adding headcount. The result is a more efficient operation and more time focused on revenue generating activities.

Motivate AI Automation Suite integrates with existing ERP and eCommerce systems and can be deployed without requiring system replacement.

Learn more at www.GoMotivate.com

Strategies to Consider

• If you are a small to mid-sized distributor and have wondered about AI and possibly how it could help you be more efficient, enable the business to scale cost-efficiently, or are just interested in what could be done, give Motivate a call.
• If you are using one module and are seeing value in AI and are wondering, “what’s next,” look at other companies for functionality, identify the costs and integration issues, and then talk to Motivate to do a comparison. Worst case you have knowledge to evaluate systems and costs.
• Regardless of which of the above you do, consider how you would adopt the modules. Do you have the bandwidth to do all or do you need to phase implementation?
• Also ask about data quality. DQ relates to your data. What shape is it in? What “clean-up” do you need?
• AI is moving quickly. Having someone within your company keeping abreast is important. Be cautious of long-term deals, especially if there are not out clauses. First, technology changes. Second, pricing declines. Third, identify company sustainability. Ask questions.

And if we can assist with a data review or an evaluation process, let us know. Channel Marketing Group purposely rejects commission-based offers some software companies so that we can be system agnostic to support clients (distributors, reps and manufacturers.) Advertisers do not receive preference, and, for that reason, we have relationships with multiple.

AI is not going anywhere. It will only expand and improve. To be in the game you need to proactively understand the players (and it is okay to say “no” to them!)