The electrical distribution industry is facing a big challenge: finding and keeping talented sales professionals. Many organizations struggle to attract, train, and retain skilled sellers to meet growing demand. A consultative selling approach can help distributors overcome three common obstacles and build high-performing sales teams.
- Knowledge Gap
With an average turnover of 30% per year, organizations must continually hire, motivate, and retain sales talent and develop sales leaders who can manage sales territories, forecast pipeline accurately, and make sure sellers focus on the right opportunities. - Technical Complexity
As new technologies emerge, sellers need specialized training in areas such as smart homes, renewable energy, electric vehicle charging stations, and energy storage systems, as well as essential sales skills. - Sales Acumen
According to The Brooks Group, 79% of sales professionals who participate in training win up to 10 new accounts in the first three months post-training. But organizations tend to focus on product knowledge transfer and they struggle to balance product training with fundamental sales acumen.
Sales Training Must Adjust to Market Dynamics
The challenges of running a profitable business, inflation-fueled electrical price increases, and a workforce shortage make effective sales training programs more crucial than ever.
Industry-standard programs such as EPEC (Electrical Products Education Course) and CEP (Certified Electrical Professional) have been the cornerstone of sales and product training in the electrical distribution industry. But new market dynamics are changing sales training needs.
The industry is at a critical juncture where traditional sales training must evolve to transform sales professionals from product vendors into trusted partners. Consultative sales training teaches sellers how to position themselves as strategic advisors and to add value over the long term instead of settling for single orders.
Consultative Selling Skills for a Technical Customer Base
The electrical distribution industry relies heavily on skilled sales professionals who understand both the technical aspects of electrical products and the specific needs of contractors, industrial facilities, and other customers in the electrical supply chain.
Electrical contractors and industrial companies combined typically account for 75% of all electrical sales, and serving these technical customers requires sales professionals who are knowledgeable and are experts in product selection, application guidance, and project support.
In this scenario, consultative selling skills are essential for outside sales reps to position themselves as strategic advisors and develop long-term, profitable relationships.
Consultative selling formalizes a customer-centric approach by training sellers to understand the full scope of customer projects, identify pain points beyond immediate product needs, and recommend comprehensive solutions that address multiple challenges.
Solution-Level Thinking vs. Product-Level Selling
With a consultative selling approach, industry sales professionals gain the skills and confidence to overcome common challenges.
- Solve Technical Problems
Most customers say that product knowledge is what they need most from a sales rep. However, product knowledge alone isn’t enough. Consultative selling enables sellers to apply that knowledge to diagnose customer problems and recommend complete solutions rather than just individual products. - Meet the Needs of a Diverse Customer Base
Consultative selling prepares sales professionals for the diverse needs of electrical contractors and industrial customers. These include contractors managing project timelines and budget constraints, industrial facilities dealing with operational efficiency and safety requirements, and commercial clients navigating energy management and sustainability goals. - Navigate Emerging Technology Demands
The industry requires specialized knowledge in areas such as smart homes, renewable energy, electric vehicle charging stations, and energy storage systems. Consultative selling skills help sellers ask probing questions to understand new technology requirements, guide customers through complex decision-making processes, and position themselves as trusted advisors rather than just suppliers. - Build Long-Term Partnerships
The industry faces challenges with making sure sellers focus on the right opportunities. Consultative selling helps sales teams identify and prioritize high-value opportunities, develop deeper relationships that lead to larger, more strategic projects, and understand customer business goals beyond immediate electrical needs. - Differentiate in a Competitive Market
The industry continues to see consolidation and acquisitions, making competition more intense. Consultative selling provides competitive advantage by creating value beyond price and product availability, establishing trust and credibility that’s harder for competitors to replicate, and positioning the sellers and distributor as strategic business partners.
Consultative selling skills transform sales professionals from order-takers into strategic advisors, enabling them to build stronger relationships, command higher margins, and create sustainable competitive advantages in an increasingly complex market.
Contact The Brooks Group to learn more.
Dan Markin, vice president of Sales Strategy and Consulting at The Brooks Group, has more than 20 years of experience in B2B sales training, sales leadership, and sales strategy.
Dan Markin
Dan Markin, vice president of Sales Strategy and Consulting at The Brooks Group, has more than 20 years of experience in B2B sales training, sales leadership, and sales strategy.