Ahlsell electrical supplier & PJC automation solutions

LAPP, Ahlsell, and PJ Control make joint customer visits, organize inter-company training sessions, and develop shared marketing and sales plans. Excellent products form the foundation of the collaboration, but achieving top results also requires immediate and effective interaction.

LAPP, Ahlsell, and PJ Control have steadily advanced their close cooperation model despite the challenges of the pandemic. In this long-standing partnership, each of the three companies brings its own specialized expertise to the table.

"The collaboration began when Lapp Automaatio decided to strongly focus on distribution channel business in its strategy. Around the same time, Ahlsell started developing its range of electrical supplies and components. Both companies were already well-known brands in their fields, and we created a concrete plan to enhance expertise and accessibility for all parties," recalls Martti Peitsara, Business Development Manager at Lapp Automaatio.

The cooperation created synergies where Lapp Automaatio’s manufacturer and importer expertise is complemented by Ahlsell’s strong connections to installation and contracting companies. A third partner, PJ Control, was invited to join the collaboration. PJ Control has been Lapp Automaatio’s automation partner for about twenty years and is now part of the Ahlsell Group.

Expertise doesn’t travel by email alone
The cooperation is visible both in daily operations and in long-term planning.

One example of daily collaboration is the regular joint customer visits by company representatives. These visits focus on solving customers’ current challenges, such as modernizing production lines, replacing machines or components, or improving production monitoring.

"On customer visits, everyone plays to their strengths: Ahlsell and PJC know the customer’s needs best, while we know the products. This also means that customer matters progress quickly. Customer visits often spark additional ideas," says Peitsara.

Sometimes the solution the customer needs can be found among existing LAPP products. If necessary, Lapp Automaatio also manufactures fully customized products to meet specific customer requirements. First-class expertise and high-quality products form the foundation for successful cooperation.

Esko Pamppunen, Customer Manager at PJ Control, highlights the effective communication between the companies. Representatives are in daily contact, for example, regarding customer product inquiries.

"Over twenty years, friendships inevitably form, which shows in the fact that we can speak openly. Lapp Automaatio’s contacts are easy to reach by message or phone, which also helps us serve our customers better," Pamppunen explains.

Smooth cooperation between the companies also improves the customer experience, says Juha Veneranta, Sales Manager at Ahlsell.

"Wholesale business relies heavily on personal relationships. From the customer’s perspective, it’s more credible when a Lapp Automaatio expert is present to explain their solutions. Once we found the right harmony with LAPP, we’re not changing it easily," Veneranta notes.

Sharing expertise both ways
Regular training events have become an effective way to share expertise between the companies. During the pandemic, training was mainly held via Teams, but recently representatives have started meeting in person again.

"As a wholesaler, our product range is very broad, so it’s important that Lapp Automaatio has always been able to provide product training for our salespeople when needed. We also invite a larger group of contractors once a year who are interested in deepening their knowledge. These training sessions are also a great opportunity to network," Veneranta says.

According to Peitsara, the cooperation has been productive.

"We’ve met our set targets every year and are very satisfied with the collaboration. However, success breeds ambition, and for 2023 we’ve set even more ambitious goals," Peitsara smiles.