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Sell Everything To All Customers.
It's a lofty goal, and one that WESCO International has set its sights on. The company, No. 5 on MDM's top 25 electrical distributors list, recently hosted its first-ever investor day, and the mantra of SETAC – WESCO's acronym for the approach – was heard repeatedly. It's part of WESCO's "One WESCO" approach to broaden existing relationships to fuel growth.
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It's about working across existing business units to become the primary supplier for customers, says Steve Van Oss, COO and senior vice president. "It's sell everything with a qualifier. WESCO is going across all its operating groups with the 'One WESCO' module," Van Oss says. "It's not about going out and selling mops and brooms at any price."
That distinction is important. It doesn't make sense to chase sales just for the sake of sales; they have to be profitable. But it's about creating a cohesive plan throughout a diverse company. "Our goal is to create broad and deep relationships with our customers addressing the MRO, OEM and capital spending needs, as well as offering supply chain solutions such as our global account and integrated supply services," says Dan Brailer, vice president, treasurer and investor relations.
With that in mind, Van Oss and other executives at the investor day, emphasized the importance of building on the Global Accounts – formerly referred to as National Accounts – and the Integrated Supply business unit for driving growth across other units, including datacomm and security, international sales and contractor sales.
Read more about the role integrated supply is playing in distribution companies in this MDM report: The Refinement of Integrated Supply.
MDM's recent Webcast series on sales management is available on DVD. Order it now.