Our industry is in the midst of a transition. Changes are coming from all directions, providing an opportunity to reassess how we work together. By embracing collaboration, innovation and collective learning, we can raise the entire industry up – positioning all of us to achieve more. In this spirit of togetherness, 40 forward-thinking manufacturers, distributors, reps, electricians, trade association representatives and media came together on March 21 to reflect on the electrical industry’s current state, existing challenges, emerging technologies and future opportunities. Dubbed the Innovation Roundtable, it quickly became clear that this meeting was just the beginning of a much-needed discussion – a chance to collectively sync up the industry and work together to create a smoother way forward. This whitepaper provides an overview of topics discussed, ideas formulated and conclusions drawn. Email Madison Electric Products' Marketing Director Rob Fisher for more information: rfisher@meproducts.net

1. 2012 Inaugural Event Recap + Looking Ahead
Moving the electrical industry forward,
through collaboration, innovation & collective learning

2. Innovation Roundtable Recap + Looking Ahead
“By embracing collaboration, innovation
and collective learning, we can raise the
entire industry up – positioning all of us to
achieve more.”
Changes are coming from all directions – SuperRod’s Malcolm Duncan, who joined us from
including new economic realities and United Kingdom, for that analogy)
technological advancements.
The Innovation Roundtable covered a wide range
These shifts also present an opportunity for us to of topics Interestingly, whether the topic centered
reassess how we work together for the on partnerships, customer service or industry
betterment of the industry as a whole. By landscape, the discussions always came back to
embracing collaboration, innovation and
collective learning, we can raise the entire
industry up – positioning all of us to achieve “Electrical industry innovation
more. improves the economy, creates jobs and
That spirit of togetherness and shared provides the foundation for
experiences provided the foundation for an generations to come. ”
ongoing industry discussion that officially
launched on March 21. Forty forward-thinking
manufacturers, distributors, reps, electricians, emerging technologies – namely how social
trade association representatives and media came media, mobile opportunities and
together to reflect on the electrical industry’s technology-driven interactions will change the
current state, existing challenges, emerging way business gets done.
technologies and future opportunities. Dubbed
the Innovation Roundtable, this meeting was just The following provides an overview of the topics
the beginning of a much-needed discussion. discussed, ideas formulated and conclusions
drawn. While this Roundtable was highly
The Big Takeaway productive, it’s just the beginning. .
Collectively, our industry is functioning like an Local Market Value Remains Strong
old wheel with six spokes of varying lengths –
hence the bumpy ride we’ve all experienced the Our manufacturers create a range of products –
past few years. To excel in today’s world, the some commodity, some specialized. In fact, as
industry needs to “sync up” – getting each spoke one Innovation Roundtable participant noted,
in the wheel working "at the same length" to some of the products sold by reps and
create a smoother way forward. (Thanks to
M ovi n g t h e e le c tr ic a l in d u s tr y fo r wa r d, thr ough collabor ation, innovation & collecti ve le arni ng

3. Innovation Roundtable Recap + Looking Ahead
Introduction
distributors could be bought on eBay or other sit down and understand the issues you’re facing,
online marketplaces. he can devise a solution that minimizes risk,
reduces cost and improves safety.
So, what prevents people from embracing eBay
and remaining loyal to their local reps? When it comes to problem solving, relationships
Relationships. Service. Problem-solving. A “do are critical. If a customer has a challenge, he/she
whatever it takes to get the job done” wants to work with a person – a salesman, a
mentality. These intangibles are found manager, etc. That human interaction is
only in person-to-person vital to building long-term
relationships … not online partnerships. While
transactions. A high level of relationships can be nurtured
service and by digital communication, a
industry-specific solid relationship provides
knowledge should the foundation.
continue to support the
local supply channel; Interestingly, Roundtable
however, as technology participants noted a
advances, that could difference between
change. The challenge “gatekeeper
then becomes quite relationships” and actual
clear: How do we keep partnerships. As one
our customers by participant put it, “If it’s a
providing value-added gatekeeper decision, we
services and experiences? know it’s going to be based
As in, things you can’t find on on cost. We don’t put as much
eBay? effort into a gatekeeper
relationship as a partnership.”
Relationships & Integrity: Building
Blocks for Strong Partnerships Stated another way, it’s not about the price.
Partnerships focus on relationships and a high
While partnerships aren’t anything new, these level of integrity.
win-win relationships are taking center stage in
recent years. In fact, the word “partner” is so Don’t Make Technology Mandatory. Make it a
overused that it’s almost rendered meaningless. No-Brainer.
But, take a step back to assess what it means to From millennials who grew up with technology,
be a good partner and what you’re looking for in to savvy Gen Xers and Baby Boomers who have
a partner. For example, one Roundtable fallen in love with smartphones, social media and
participant identified listening and understanding other tech-driven efficiencies, one thing is clear:
as key components of a true partnership. As he
explained, “we have to understand your business
to be a good partner.” What’s important to you
“From product development and sales
becomes important to us. After all, an effective … to customer service and marketing
partnership has to work for everyone involved.
Meanwhile, another participant explained that he – technology shifts how
can deliver better solutions when he has access business gets done.”
to all disciplines within an organization. If he can
M ovi n g t h e e le c tr ic a l in d u s tr y fo r wa r d, thr ough collabor ation, innovation & collecti ve learni ng

4. Innovation Roundtable Recap + Looking Ahead
Technology is changing the way business gets positions. We need to focus on recruiting more
done. young people into the industry. But, that’s not all.
Once they join our ranks, we need to mentor
But, how does it permeate an organization and them in preparation for a successful leadership
spread from a handful of passionate advocates to transition.
the entire workforce? As we discussed during a
Roundtable breakout session, how do you Part of this drive toward more education is being
connect with the people who like to read the led by the trade associations and publications.
morning paper and the people who prefer to get Both groups are leading by example – showing
their news online? How do you disseminate the us how to incorporate emerging technologies and
right information using the right channels? platforms to reach a broader audience, while still
providing the highly focused, quality content that
It needs to be a “top-down” movement, according members and readers have come to expect.
to participants from organizations that have fully Through their leadership, our industry is
embraced – and seen the benefits of – experimenting with video, mobile and other
technology. Organizational leadership needs to forward-thinking communication opportunities.
welcome the advancements and show their team
how they can increase productivity, efficiency Technology + Customers: A Changing
and effectiveness. Simply put: As people begin Relationship
experiencing the benefits and potential of
technology, it spreads like wildfire. Once an We all agree that technology
individual embraces technology, they don’t go infuses a new level of
back. efficiency into our
industry. It’s
That said, technology isn’t a silver bullet or a improving product
magical solution to fix the industry’s woes. One development, “Social media
size – or solution – doesn’t fit all. Our workplaces operations and gives us the
are filled with three generations (at least!) of logistics, and
workers. We need to understand how to convey internal and tools to create
different messages via different channels. external
communication.
meaningful
But there’s one dialogue with
technology
“Despite all the technological touch point that customers and
we’re still trying stakeholders.”
advancements, the need for quality
to ascertain:
communication and strong Customer
communication.
relationships is at an all-time high.”
Is technology taking us
away from customers? Are our
Admittedly, this age gap can be nerve-wracking relationships less meaningful or deep because
for older generations – people who have literally we’re relying on email, Skype or LinkedIn to
poured their livelihood into the company. But, we interact with prospects and customers? Not
have to embrace change. After all, if we’re not necessarily. Technology will never fully replace
prepared for millennials to advance, the industry face-to-face communication. After all, when
will flounder when they assume management you’re buying packaging or lighting, it’s still
Movi n g t h e e le c tr ic a l in d u s tr y fo r wa r d, thr ough collabor ation, innovation & collecti ve le arni ng

5. Innovation Roundtable Recap + Looking Ahead
helpful to sit across a table to negotiate, right? And Speaking of Relationships …
Similarly, a customer’s confidence in a product
doesn’t come from reading about it online or The Innovation Roundtable kicked off at the 2012
seeing a picture; it comes from holding the Electro Expo, but that was just the first step.
product in their hands and testing performance. We’ve also launched a LinkedIn group to foster
ongoing relationships and continue the dialogue.
That said, we should realize that customers are We plan to announce the next in-person
busy, too. So much so that they appreciate when Innovation Roundtable meeting in the coming
you act faster or respond quicker. There’s still a months. Until then, we hope you’ll seek ways to
time and place for a two-hour meeting; however, innovate, learn and teach – embracing this
those occurrences are fewer and farther between. collaborative spirit needed to elevate the entire
industry to the next level.
One Roundtable attendee explained that their
company’s sales force is regularly using Skype.
How does that work? Let’s say a foreman on a job
has Skype and you want to introduce him or her If you’re interested in being part
to an inside salesperson. Ping the foreman on
Skype, and just like that, you’re making a of a future get-together, contact
“face-to-face” sales call from 50 miles away, Madison Electric Products’ Rob
without spending hours in your car fighting
traffic. Plus, technological advancements are Fisher (rfisher@meproducts.net)
eliminating unnecessary emails, phone calls and
faxes – something we can all get excited about.
Technology can improve customer services,
automate processes and educate consumers. But,
it’s not a one-size-fits-all solution. Perhaps the
biggest takeaway from the Innovation Roundtable
“Fight “information overload” by
delivering information where, where
and how customers want it.”
was this: Emerging technology makes things
easier and faster, but don’t ever underestimate
the value of relationships and in-person contact.
Movi n g t h e e le c tr ic a l in d u s tr y fo r wa r d, thr ough collabor ation, innovation & collecti ve le arni ng

6. Innovation Roundtable Participants
M ovi n g t h e e le c tr ic a l in d u s tr y fo r wa r d, thr ough collabor ation, innovation & collecti ve learni ng