To


Tools


once an installer starts fference cou


priced cable routing rods aremade overseas from cheapermaterials and do not represent good value fromeither a quality or safefety perspective. While theymay look the same as amore expensive set, the diffe


ldn’t bemore pronounced putting themtowork.


Lower quality rodswill break and splintermore easily causing unscheduled downtime, and the attachments don’t have a long life either. The customer is leftft out of pocket, angry and


frustrated that they didn’t spend a bitmore to get a better set. To


To avoid any quality pitfafalls, itsworth checking online reviews and putting a fefewrod sets to the test to ensure they are of a quality standard that positively reflects thewholesaler and its offe Ultimately, this approach ensures installerswalk outwti h a product thatwill last themformany years, andwholesalers avoid the headache of complaints and returns.


ffer. InInnovation and USPs


One thing thatwill definitely set one rod set apart fromanother is innovation and USPs. Speak to diffe offe


fferentmanufafacturers and find outwhat they ffer that the others don’t or if they have


something in the pipeline that is going to really drive sales. This could be anything fromnew


Newattachments are particularly good as an upsell itemeitherwith the rod sets or other sales, as they are normally small enough to be displayed on the countertop foformaximum visibility and encouraging impulse purchases.


Sales suppor ales support If rod sets don’t seemto sellwell in your


branch, don’t be afraid to get your supplier in to help sell the productswith you. Aftfter all, it’s in their interests to help you generate sales. Find out whichmanufafacturerswill come along and do in- branch demonstrations or trade days to help you get your customers to upgrade or update their cable routing sets. You could also ask aboutwhat merchandising options are available to help you present the rods in an eye-catchingway to grab your customers’attention.


Aswell as helping you out in branch, find outwhat toolmanufafacturerswill do to help drive people to you fofor their rod sets. Are cable rods a key line fofor them, do they have the budget to support joint trade advertising? And ha


Th ffo


ese tips – such aswhich colour rod keep themfront ofmind fofor our fofol


s to use lowers.


red, yellow,white colour scheme, tube packaging andwith the fafan of rods and attachments as a standard product picture) so at a glance it can be difficult fofor customers to diffe


closer look.


fferentiate between brandswithout a What can compoundmatters further is that


many installers refefer to their routing rods as their ‘super rods’, using it as a generic termin the sameway as people refefer to vacuumcleaners as Hoovers – regardless ofwhether that’s the brand they own or not!


Checkwith your customers to seewhat brands they currently own andwhat brands they’d like to see in store.


InIndustry awards


w t about socialmedia? Somemanufacturers, like Super Rod, are particularly active on social media –we share regular postswith hints and tips on howto use our rod sets and attachments to


attachments to newsetswith newlengths oren flexibilities, or even newglowin the dark accessories.


o tfao fall is certainly a battle to bewon off and online these days.


Brand a areness Brand awareness


Like any tool, installers have their fafavourite brands andwholesalerswillwant to stock the one/s that aremost popular. But this is a particularly grey area fofor cable rod sets as they are all very similar in design (fofollowing the black,


orwhich jobs and howto solve diffe problemswith your attachments – can be quickly shared by ourwholesaler partners to promote the products to their fofollowers. Driving ffo


fferent


which rod sets are enquiries. Thiswill


the trade.


In a crowdedmarketplace, finding the right cable rod sets to stock in store can be very challenging and the onus is on the electrical wholesaler to cut through the sales patter and choose a supplierwho ticks all the boxes, from the right product at the right price to the support and tools to sell them. Get it right and you can ensure that the 90%of installerswho use rods every day come to you first fofor all their cable routing product needs.


Industry awards are always a good indicator of whether a product isworth stocking or not, so find outwhat accolades different cable rod sets havewon – particularly awards voted fofor by installers, such as the Profefessional Electrician’s Top Product Awards,which are based on reader give you some indication of impressing peopleworking in


ffe To


32 | el


electricalwh


wholesalerMarc


rch202


020


ewnews.c.co. ew


o.u.uk


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