BY ANNA WELLS
What your customers look for in battery technology
which are designed for showroom sales and feature a convenient
Paul Schacht, Duracell Professional Team Lead:
An independent third party study by Kline & Company in 2013
found that end using professionals believe product quality and
battery life are the two most important purchase criteria for
batteries, followed by price. The insight here is that professionals
don’t want “cheap” batteries, but rather need their battery-pow-ered devices to work reliably in order to do their jobs effectively
Since there are many battery manufacturers to choose from,
distributors should look to partner with a manufacturer that can
help the distributer sell. Specifically, a manufacturer that builds
relationships and trains distributor sales representatives, has
e-commerce solutions to help you win online, and is committed to
growing the category.
ID: Describe some of the latest innovations in battery and portable power technology, and how they can provide key benefits for
the end customer.
Jessica Yurchich, Assistant Product Manager, Rayovac:
In the last couple of years, high performance alkaline batteries have
helped grow the alkaline category. Rayovac Advanced High Energy
batteries offer more power in a wide range of devices. This results
in changing the batteries less often and creating less waste. These
batteries excel in providing long lasting power for high drain devices.
With more devices moving to built-in rechargeable batteries,
Every industrial distributor carries batteries, but do they all know which batteries truly provide the best solutions for their customers? We spoke with battery experts from top industry brands Rayovac and Duracell for some tips on how to keep
your customer in mind when selecting a battery line.
ID: What basic criteria should distributors consider when selecting
which batteries to carry?
Michele Woolever, Associate Product Manager, Rayovac:
The first thing a distributor should consider when selecting which
batteries to carry is the quality and performance of the products
they are offering. Customers are always looking for a great deal
but a great price is not worth the risk of a battery leaking in your
Next a distributor should understand what battery sizes and
chemistries their customers demand. Alkaline batteries are the
most popular because they have long lasting power in a large
range of devices at a relatively low cost, so it makes sense to carry
multiple options. Heavy duty batteries are a very low cost option
that is good for low drain devices but their sales are very small
compared to alkaline, so you only need to offer one brand. AA
and AAA batteries are the most popular followed by D and 9V.
There is also a wide variety of specialty batteries. A distributor
should offer a wide variety based on customer needs, but they do
not need multiple options for each specialty battery size.
Last, a distributor should understand what packaging their customers prefer. Bulk and shrink wrap packs are great for contract
or bid business. Rayovac batteries also come in Contractor Packs,