Meet three distributors that have deep green roots: Sonepar’s Capital Lighting
& Supply, Sonepar’s Eoff Electric, and Franklin Empire in Canada.
Capital Lighting & Supply, a division of Sonepar USA located in Maryland
and Virginia has been serving the energy-efficient lighting market for over
16 years. “Our goal is to provide our customers with products that will save
energy resulting in lower operating expenses as well as reduced maintenance
costs,” said David Levine, VP Energy & Maintenance Services. “By delivering
product that reduces wattage and with increased life, we are able to make our
customers more competitive in their marketplace. Additionally, increasing the
useful life of the product in the ceiling reduces the overall amount of waste
contributed into landfills.”
According to Les Williamson, President of Eoff Electric, Green Electrical is
an evolving issue in the electrical industry and has been for some time. “This
is especially true in the lighting world which is the largest portion of the
market.
“Eoff has a dedicated team focused on automated energy management,” said Williamson.
“Our projects have saved over 3 million kilowatt hours each year, and we have
only scratched the surface in a huge untapped market for industrial retrofit.
We’re doing training sessions on the financial payback for installing new high
performance energy-efficient lighting at industrials and utilities. We’ve completed
an energy audit and helped customers to file for energy rebates for installation
of energy-efficient electrical products. Believe me, it’s powerful when you
can deliver the rebate check to a customer to thank them for their business.”
Over the next five years, Williamson thinks any electrical distributor involved
in commercial, institutional, and industrial construction stand to miss a big
business opportunity if they don’t have trained personnel on their staff who
are skilled in Green Building. “If the distribution channel fails to get a handle
on this market, they stand to lose sales opportunities because we’re seeing
new companies pop up that are totally focused on providing green expertise,”
added Williamson.
The growth of the Green Electrical market is a global phenomenon and Franklin
Empire Inc., an electrical distributor with branches across Quebec and Ontario,
Canada, has ramped up both its services and product offering to better support
green customers – and growth.
In business since 1942, Franklin Empire is the largest independent full-line
electrical distributor in Eastern Canada. Approximately 10 years ago, the company
began paying close attention to the increased interest in energy efficiency.
Today, in the energy efficiency segment, Franklin Empire specializes in lighting and
lighting controls, occupancy sensors and time switches, programmable electronic
thermostats, automation and controls, power factor correction systems, NEMA®
Premium Motors, variable frequency drives (VFDs), and soft starters.
Cara Backman, Marketing Manager for the company explained that while lighting has
historically been important to Franklin Empire, a strategic acquisition helped
to expand green sales. “Since we acquired the Power Factor and Motor Repair
shops (Electro Mecanik Playford) in 2000, our awareness for energy saving products
has become even more focused. In the past few years, we have accepted the fact
that ‘Greening’ properties is becoming much less a choice than an imperative.
“The motivation behind our energy efficiency marketing focus is to assure that
we are top-of-mind to our clients and potential clients when they are seeking
expertise and advice on solutions and products, she continued. “Most electrical
distributors carry the same products; our goal is to ensure that our value-added
services differentiate us from the others. Our focus on energy efficiency is
another solution we use to help our customers optimize production and operations
and enable them to be more competitive and profitable in their marketplace,”
Backman said.
Franklin Empire has targeted existing commercial and industrial properties
by offering a free energy audit to analyze the savings that could benefit customers
through a lighting retrofit. In 2008, the company focused on buildings that
fell into a specific size category specified by the regional utility.
Also helping to spur the market was a utility rebate program for lighting and
motors which gave the distributor an opportunity to identify clients that could
benefit from the program. Franklin Empire has also prospered from serving the
HVAC market, by replacing dampers with variable speed drives (VFDs), and by
helping Waste and Water Treatment plants to increase pump efficiency by installing
VFDs.
Franklin Empire’s energy efficient solutions are applicable to all the customers/markets
it serves, including electrical contractors, institutional and government customers
(schools, hospitals, property managers, municipalities, and government agencies),
national accounts (multi-site retailers, restaurant chains and department stores),
designers and architects, general contractors, industrial plants (including
MROs and OEMs), and residential customers.
“Because we have been involved in lighting since our company began, as new
products have evolved, we have always offered them to our clients,” said Backman.
“Our lighting specialists have been IES accredited and keep up to date with
new products and lighting solutions through industry courses and manufacturer
training.”
In reality, Franklin Empire has taken many additional steps that have given
the company a Green Advantage in its markets, including:
- Acquired Electro Mecanik-Playford to become a leading manufacturer of Power
Factor Correction Systems.
- Joined BOMA and as a member the company advertises through the association
and participates in its events to keep up to date on new programs, strategies
and networking opportunities.
- Franklin Empire is an Energy Star partner and promotes the Energy Star qualified
products.
- In 2005, company became the exclusive Siemens Industrial distributor; therefore
its specialists are trained on a regular basis about new products and solutions.
- Company created a corporate “Green Logo” which we use on promo items.
- Company developed a section on its website dedicated to Energy Efficiency
including a guide to energy efficient products, links to relevant websites,
articles and programs.
- Team includes motor specialists that undergo regular training from motor
manufactures to be able to educate our customers.
- Management hired qualified technicians who analyze customers’ needs for
power factor correction systems, as well as Thermography specialists and invested
in the necessary equipment to do tests at customer sites to verify heat loss,
which represents loss of energy.
Of course, not all distributors wish to become as immersed in the Green Building
market as Franklin Empire, however, by making similar decisions a company can
prepare itself to better compete for, and land, Green Building projects.
According to David Levine, VP Energy & Maintenance Services for Capital
Lighting & Supply, “Product knowledge tends to be the biggest factor that
separates the electrical distributors who excel in this market from those who
just supply the product requested.
“The investment for the right team can be high (and it takes a team) and the
sales cycle is typically 6 to 12 months. Recognize that while we are selling
a product, it is more important to understand that this is a financial sale.
A successful company understands what their customer deems as a viable project
based on that customer’s financial model. Over the years, we have seen several
distributors make the initial investment but not the time investment necessary
to become successful in this exciting market,” explained Levine.