In any large market, successfully serving a company’s customer base encompasses more than the supply of quality products. Aftersales service, technical back-up and support are equally important but can present challenges. Christo Buys, channel sales manager EMEA, Rockwell Automation, discusses the important role that distributors and channel partners can play.
The Europe, Middle East, Africa (EMEA) market is the largest automation market in the world and as such it presents both unique challenges and opportunities. While there are numerous growth opportunities, the sheer size of the market impacts on the reach of the company and its sales activities. For companies like Rockwell Automation the solution to these types of challenges is the appointment of trusted, quality channel partners, such as distributors.
Distributors generally enjoy a closer relationship with customers and end users, helping to ensure that they enjoy quality of service and support. In addition, distributors often have a large stock holding on site to help ensure the constant availability of spares and reduce lead times on new stock, especially for remote areas.
Rockwell Automation has an extensive channel partner network – companies that have comprehensive product knowledge on the Rockwell Automation and Allen-Bradley range and who are able to offer excellent supply chain capabilities.
Strategic guidelines are made available to channel partners and distributors to assist in achieving market access and ensuring consistency of service to customers and end users. In addition, Rockwell Automation selects only those channel partners that meet the company’s stringent requirements.
One such company is Johannesburg-based CraigCor Distribution, an AAA+ distributor.
CraigCor Distribution is an authorised member of Rockwell Automation’s extensive channel partner network
CraigCor has been distributing Rockwell Automation’s Allen-Bradley products for over 10 years and enjoys an excellent, supportive relationship with the company. Rockwell provides CraigCor with extensive pre and post-sales support. In turn, CraigCor meets requirements by offering its customer base excellent product knowledge – being an Allen-Bradley specialist – comprehensive stockholding, and service and support through a dedicated field service division. The company is also a three time recipient of the Rockwell Automation Distributor of the Year Award.
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