Electronic component distributors in a competitive marketplace

The head of a newly merged electronics distribution company is calling for changes in the industry's sales model and the current system of distribution.

As a prominent company boss, he says manufacturers of semiconductors, and other specialist electronic components, and their customers are both poorly served by current electronics distribution and electronic component importers.

The problem is most acute among smaller customers who find it impossible to get engineering support.

This is because the manufacturers' own sales force, mainly technically qualified, can only focus on higher value accounts.

Smaller customers have to rely on distributors who are unable to offer the same levels of electronics design assistance and logistics management.

This may not be the case for the top tier manufacturers who can generate the level of sales to support a comprehensive sales and marketing structure but it is certainly true for anyone outside this top tier.

Manufacturers are frustrated by their distribution partners who disappoint when it comes to demand creation, and many customers are increasingly annoyed that they're unable to get good advice from technically qualified people.

Most manufacturers should perhaps consider a different model which encourages specialist distributors with qualified sales engineers to play the role of representative and distributor. This affords a high level of technical expertise within the distributor which can be applied to customers big and small, as directed.

Combined with seamless, excellent customer service, this model is surely the next logical step for manufacturers who at the moment, just don't feel they are generating the market penetration their products deserve.

Typically, the UK’s foremost independent distributors of specialist electronic components work with a wide variety of defence, aerospace, transportation, medical and industrial OEM’s and CEM’s who appreciate a high level of technical electonics design support.

These distributors have long standing supplier relationships with manufacturers who put significant value on the fact that the electronics distributors develop a deep understanding of their products and have involvement in new projects.

Electronics brands each tend to focus on specific electronics technologies and / or specific electronics markets. Solid relationships with suppliers, great technical support and excellent customer service are the objectives.