Sonepar electrical equipment supplier

A couple of years ago, LAPP decided to invest in developing its distribution channel business. When the company proposed deepening cooperation with Sonepar, which serves contracting, industrial, and power distribution customers across Finland, they were quickly welcomed.

Sonepar Suomi Oy, employing around 500 people and known as SLO Oy until spring 2022, is Finland’s largest electrical wholesaler. In cooperation with LAPP, Sonepar can offer end customers significant synergy benefits.

"A couple of years ago, we started restructuring our distribution channel business. Sonepar is a logical partner because they are highly skilled in the industry, have extensive expertise, and a significant number of locations in Finland," says Martti Peitsara, LAPP’s Business Development Manager.

Developing such a broad business area doesn’t happen overnight. For Peitsara, this also meant refining his own role.

"I’ve been involved in the project from the very beginning, and in the early stages, my role was also adjusted. Internationally speaking, I’m a Business Development Manager responsible for developing the distribution channel business in Finland," Peitsara explains.

Product quality attracts end customers

Starting cooperation with Sonepar required LAPP to invest time in familiarization and groundwork at Sonepar’s locations. In just a couple of years, Sonepar has risen to a significant position in LAPP’s distribution channel business. The collaboration, which began with cables and related accessories, has quickly expanded to other product groups.

"Today, Sonepar’s offering includes a truly comprehensive range of LAPP products. After the turn of the year, the total number will be several thousand products, and that number certainly won’t decrease," Peitsara says.

Sonepar’s Product Manager Essi Pulkkinen admits that the breadth of LAPP’s product range was a bit of a surprise, but the company’s sales team has become well acquainted with the products in a relatively short time. Pulkkinen also praises the quality of the manufacturer’s products.

“In certain product categories, LAPP Automation offers a strong brand, such as LAPP’s ÖLFLEX® cables, which allow it to stand out from competitors. Many players who are already familiar with LAPP Automation’s products know to ask for them. They know what they’re looking for and what level of quality to expect. It’s a very specific customer base,” says Pulkkinen.

“Nowadays, there is already demand from end customers for our products. Our high-quality and well-known products are often what end customers request. When that is combined with the excellent service provided by Sonepar, everyone is satisfied,” Peitsara adds.

Proactivity, openness, and trust accelerate collaboration

Two years of cooperation in the industrial sector is not a very long time. In that period, you mainly learn how much there still is to learn.

"There’s still a lot to learn, even though we’ve already learned a lot. Together with my colleague, Regional Sales Manager Simo Lepojärvi, we visit an average of four Sonepar locations per week when counting both of our visits. We’ve been welcomed very warmly, which is extremely important for effective collaboration," says Peitsara.

"Proactivity towards our salespeople is very important because, in the end, the products are fairly generic. Many manufacturers offer similar products, and if you can stand out from that crowd, it makes a difference. Personally, I also appreciate LAPP’s operations in Finland and the local contacts who are easy to reach," Pulkkinen notes.

According to Pulkkinen, feedback management is significant in many customer projects. Feedback collected from the field doesn’t always concern just the product—it can also relate to the broader cooperation. Customer feedback is always communicated to LAPP.

"We communicate openly and with trust with Sonepar. We manufacture and import, and Sonepar knows the installation and contracting companies. Together, we reach end customers very effectively," Peitsara concludes.

"We’re heading in the right direction. If we continue like this, we’ll achieve great results," Pulkkinen sums up.