A recent survey of electrical and lighting distributors demonstrates the importance of the electrical sales channel for LED lighting manufacturers seeking access to the market. Conducted by Energy Smart Marketers, Raleigh, N.C., (a joint venture between Channel Marketing Group and BtB Marketing Communications that focuses on the LED lighting market) the survey confirmed that electrical distributors make recommendations to end customers about which brand of LED lighting to specify almost 60 percent of the time; and more than 80 percent of distributors surveyed sell as many as seven different brands of LED light engines or fixtures. However, 78 percent of the respondents said they were not receiving enough product and sales training from LED suppliers, indicating that there is an opportunity for LED manufacturers to expand their sales through distribution by increasing the level of product training and education, said David Gordon of Channel Marketing Group.
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