A distributor’s role is to be an extension of the vendor itself by providing specialist product knowledge, support infrastructure and logistical expertise.
In today’s market, organisations cannot afford down-time. This applies not only to end-users but the OEMs (original equipment manufacturers), SIs (system integrators) and panel builders that service them. It is easy to see then, why such an effort is made by engineers who thoroughly evaluate which products and technologies will be specified on the plant, machine, project or panel. We assume this decision to be the final hurdle; the reality proves to be otherwise.
Supply chain strategies
Supply chain issues can severely inhibit an organisation’s efficiency. In too many cases mediocre logistics, service, and after-sales support destroy any value created by a product’s capability. It is for these reasons that so many vendors have invested heavily in channel strategies and specifically in appointing competent distributors.
According to CraigCor’s John Lingenfelder, “A distributor’s role is to be an extension of the vendor itself in-so-far as they are product specialists, maintain the necessary support infrastructure and have experience in logistics. For a distributor to serve the market effectively particular functions are fundamental; it was upon identifying these that we at CraigCor forged our 4 Point Promise.”
Four points for success
Lingenfelder explains, “The 4 Point Promise is the defining pledge of the company; it is what makes us different and is the essence of how we operate. Our 4 Point Promise is at the core of every function in the organisation and is paramount in maintaining the highest levels of client relations and satisfaction.”
Lingenfelder has identified the key aspects he believes are crucial to a distributor’s success to be product knowledge, stock holding, service and support and quality products. He continues by discussing the company’s variety of internal and external training programmes, significant investment in stock holding and formation of a dedicated Field Service Division.
Lingenfelder elaborates
Product knowledge is considered by CraigCor to be of utmost importance; being Allen-Bradley specialists, the company must, at all times, exhibit exceptional product know-how and understanding. For this reason staff training is considered invaluable and is done on a regular basis.
To support this, an annual increase in stock-holding of more than 30% is testament to CraigCor’s commitment to better serving its clients’ maintenance and new project requirements. With the objective of an 85% order-fill rate, the company has contracted the development of a custom-built Artificially Intelligent Learning System which will predict stock requirements; the system is due for implementation by the middle of 2010.
Putting it all into practice is the responsibility of CraigCor Distribution’s Field Service Division. Launched in 2008, it has the sole mandate of optimising up-time and efficiency of its clients’ operations by implementing a range of pre-emptive, planned and reactive maintenance services. This new division has already proved its value to numerous clients in many spheres of industry.
The offering extends online
Last year saw the implementation of CraigCor’s updated website; the new site optimised for e-business enables clients to create a bill of materials which can then be submitted for an official quotation or as a purchase order. The site receives over a thousand visits per month, giving registered users access to pricing and other information.
Lingenfelder concludes: “These are the fundamental elements of CraigCor’s innovative approach to service. In recognition of the way in which they have enabled the company to perform so successfully in industry, Rockwell Automation recently awarded us the status of AAA+. The fact that we focus entirely on Allen-Bradley products has allowed us to effectively align our internal processes with those of Rockwell’s – this is our differentiator. It is what enables us to provide the streamlined service and product delivery that our clients expect in the markets of today.”
CraigCor Distribution, an AAA+ Distributor of Allen-Bradley equipment for Rockwell Automation South Africa is based in Gauteng and has served industry in the surrounding areas for more than 10 years. In that time CraigCor has built an exceptional relationship with Rockwell and is especially proud that on three separate occasions it has been awarded the prestigious ‘Rockwell Distributor of the Year’ award. CraigCor Distribution has also recently signed an agreement with Hardy Instruments (San Diego, US) to distribute its range of process weighing equipment.
For more information contact John Lingenfelder, CraigCor Distribution, +27 (0)11 574 5300, [email protected], www.craigcor.co.za
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