Lighting Agents Re-Strategize in New Economy
Zoom meetings, online CEUs, virtual sales calls, Instagram project photos, LinkedIn posts and mass emails could take up our whole work week if we let them, but they are also the necessary tactics that organizations are implementing amidst the current social-distancing B2B environments in order to stay connected with customers and projects.
The local lighting agencies in each market play an important role in connecting lighting manufacturers with specifiers, distributors, contractors and end users, among others. The lighting agency, by nature, needs to have a good grasp of what the local marketplace is seeking and expecting, while trying to support the business goals of the dozens of manufacturers that they represent.
It seems that the socially-distanced business environment will be around for the foreseeable short-to-medium-term future. So business managers and owners will continue to tweak their strategies as the COVID-19 economy evolves.
We were grateful to catch up recently with four lighting agency principals to get their thoughts on managing through the new challenges as well as what changes we might see in the lighting industry when the quarantining ends.
Our panel:
• Gary Dulanski, Principal, The Dulanski Group, New York Metro
• Bob Kimball, Principal, Robert S. Kimball Associates, West Virginia
• Brian Rhea, Principal/Specifications, San Diego Lighting Associates
• K.B., Anonymous agent principal, Mid-sized market
What changes has your agency implemented to adapt to the COVID-19 economy?
Gary Dulanski:
As we saw the need for all employees to work remotely, we modified our IT systems to allow our quotations and customer service staff to seamlessly operate outside the office, we set up video meeting capability for everyone, and stepped up our email and social media outreach to specifiers to continue promotion of new products and education.
K.B.:
We try to be focused on what training we offer our clients as opposed to just whatever is new. We also have been posting 30-second snippets of product on our social media platforms
Brian Rhea:
One thing we heard from our customers from the beginning was the need by many for an outlet from the news and doom and gloom, a desire to grow professionally, to connect personally, learn new things, support others that may be struggling, and have a little fun as well. We quickly pivoted our established training and education curriculum, SDLA Academy, to 100% virtual, and invited manufacturer partners to present their latest new products, concepts, and technologies during the lunch hour to our design community.
We have also had to adjust the way we communicate with customers. With the inability to visit them in person, which was the main way we interacted prior to COVID-19, we had to add more focus on our social media, marketing, web, and virtual meeting platforms, quickly. We have seen a 15% increase in followers on Instagram (our main social media platform), reaching over 1000 followers, have conducted countless live presentations and meetings via ZOOM, have made some enhancements to our website, and continue to refine our approach because I do not believe these methods of communication are going away any time soon.
What are the cultural changes you expect to make when most of the quarantining ends?
Rhea:
Lighting does play a part in contributing to the wellness and safety for the return to the workplace. In fact, as we speak, we are implementing touchless lighting control in our office, and looking to incorporate Germicidal UV Lighting solutions to areas of our workplace for additional disinfection measures, to name a few.
Dulanski:
As our region reopens, we expect to be abiding by suggested social distancing, face mask and sanitizing guidance. Initially that may mean that we have some office staff inside, and some operating remotely, maybe some office reconfiguration. It looks like outside salespeople will show up for socially distant meetings with a mask and hand sanitizer.
K.B.:
Culturally, we intend to bring back the team concept to where it was pre-COVID-19. Teamwork has been a main reason for our success and that needs to continue. Strategically, it is still a business about servicing customers so whether it’s from home or the office, it has to get done.
What predictions do you have about the post-quarantine lighting industry?
Bob Kimball:
My thoughts only; you will see a minimum of 35% decrease in China manufacturing over the next three years for U.S. companies and an aggressive move to relocate manufacturing to Vietnam, Cambodia, Mexico or South America. Already taking place with some companies.
There also will be a stronger emphasis on "Buy America", "Made In America”, “USMCA" and any future stimulus bills that get passed.
Intellectual property violations in our industry are going to get more aggressive – prosecuting those who choose to copy rather than innovate.
Dulanski:
We will take what we’ve learned during these quarantine weeks about remote meeting, selling and promotion, and add that to our sales toolbox to come out of this more effective and more efficient.
We will tune up to tell our sales story quicker and with more impact, like producing a good video. Nothing can replace the relationship building of face-to-face, or for a while mask-to-mask, but we’ll add our new proficiency in remote meeting and web/email promotion to use our, and our customers time most effectively. Factory training will be more by video conference than by travel, trade shows and large events will be delayed until we can get immunity.
Rhea:
I believe product development focus will change. Let’s face it, we will always need electric light. However, feature sets on these products will likely be enhanced to include attributes that lend themselves well to disinfection, safety, wellness, and well-being. I am excited to see what role emerging technologies play and how these technologies possibly can be catapulted into mainstream, whereas before they may have just been a “nice to have.”
K.B.:
We see the office market softening in the next year or two. Like any other interruption previously, it will come back. Healthcare and warehousing are the near-term plays.
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