Evolving Safety Distributors: The Transition to Selling Connected Devices

The landscape of safety distribution is undergoing a profound transformation. Traditional safety distribution companies have long been built on the foundation of selling transactional personal protective equipment (PPE) with a focus on service departments. However, the rise of connected safety devices and Software as a Service (SaaS) solutions, such as Blackline Safety, is challenging the conventional business models of safety distributors. In this article, I will explore the key drivers behind this shift and outline five strategies that safety companies can adopt to succeed in selling connected devices with a subscription-based model.

The Traditional Safety Distributor Model

Before delving into the transition towards selling connected devices, it's important to understand the typical business model of safety distributors. These companies have primarily focused on offering a wide range of PPE products, from safety vests and helmets to gloves and eye protection. In addition to selling these items, they have provided valuable services such as safety training, equipment maintenance, and compliance consulting.

However, traditional safety distributors are now facing a significant paradigm shift as advanced connected safety technologies, underpinned by SaaS, become increasingly prevalent. Unlike the transactional nature of PPE sales, connected safety devices require a more consultative approach, longer sales cycles, and a deep understanding of both the technology and the specific needs of the end-users. As the safety industry transitions, here are five strategies that can help safety companies succeed in this evolving landscape:

1. Transparency and Collaboration between Manufacturer and Distributor

One of the fundamental changes in the move from traditional PPE sales to connected devices with a subscription model is the level of collaboration and transparency required between the manufacturer (SaaS provider) and the safety distributor. It's crucial for both parties to establish open communication channels, share insights, and work together to provide a seamless and effective solution to the end-users.

The manufacturer must be willing to provide extensive training, resources, and support to the distributor. This includes technical training on the product, marketing materials, and a comprehensive understanding of the subscription model. Additionally, they should offer ongoing assistance to address customer inquiries and provide technical support. A strong partnership between the manufacturer and distributor is vital for success.

2. Selling Solutions, Not Just Products

Connected safety devices are not one-time purchases; they are long-term solutions designed to enhance safety and operational efficiency. Safety distributors must transition from merely selling products to offering comprehensive safety solutions. This shift in mindset is crucial, as it necessitates a more consultative and knowledge-driven approach.

Rather than focusing solely on the features of the device, distributors should understand the unique safety challenges faced by their clients and tailor solutions that address these specific needs. This includes conducting thorough assessments, providing in-depth consultations, and ensuring that the connected devices are seamlessly integrated into the client's safety protocols.

The selling cycle for connected safety solutions is longer, involving numerous conversations and assessments. It's essential to ask the right questions to determine the exact requirements of each client and provide customized recommendations.

3. Marketing and Education Initiatives

The introduction of connected safety devices to the market requires a concerted effort to educate and inform customers. Safety distributors should invest in marketing and educational initiatives to raise awareness about the benefits of these devices and the associated subscription model.

Cooperative marketing efforts with the manufacturer can be highly effective. Joint marketing campaigns, webinars, and workshops can help potential customers understand the technology, its capabilities, and how it can improve safety and efficiency in their specific industry.

Moreover, educational content, such as whitepapers, case studies, and how-to guides, can be disseminated to inform customers about the technology and its potential impact on their safety programs.

4. Leadership-Driven Education

Successful adoption of connected safety devices starts at the top. Safety distributor leadership must drive and mandate education throughout their organization. This involves ensuring that their sales teams are well-versed in the technology, the subscription model, and the value proposition it offers to customers.

Leadership should lead by example, actively participating in training and education initiatives and emphasizing the importance of embracing the new model. They should also create a culture of continuous learning, encouraging their teams to stay updated on the latest developments in connected safety technology.

5. Subscription Renewal Model

Unlike traditional PPE, connected safety devices come with subscription-based models that require ongoing renewals. Safety distributors should implement a renewal model of business to effectively manage these renewals as they occur.

This model necessitates ongoing communication and support to ensure that customers understand the value of renewing their subscriptions. It's not just about selling the initial device; it's about providing ongoing service and demonstrating the long-term benefits of the technology.

Proactive renewal management can involve outreach, periodic assessments to ensure the technology meets evolving safety needs, and discussions regarding potential upgrades or additional features that may be relevant.

6. Building Strong Relationships with Channel Managers

A critical element in the success of safety distributors transitioning to connected technologies is the relationship with channel managers from the manufacturers. Having a dedicated channel manager and a subject matter expert at the distributor's end can be a game-changer. These individuals can serve as guides, facilitating communication, addressing challenges, and ensuring a healthy and robust business relationship between the distributor and the SAAS manufacturer.

The transition from traditional safety distribution to embracing the world of connected safety devices may seem challenging, but it's a shift that is becoming increasingly necessary. Companies like Blackline Safety have paved the way, offering comprehensive safety solutions that incorporate cutting-edge technology.

By adopting a transparent approach, selling complete solutions, engaging in proactive marketing and education efforts, and implementing systems for subscription renewals, safety distributors can effectively transition into this new era of safety. Moreover, strong relationships with channel managers and subject matter experts can provide invaluable support in navigating the challenges and ensuring growth in the connected safety industry.

As we navigate the complex landscape of workplace safety, let us continue to evolve, innovate, and adapt to the ever-changing demands of the modern workforce. The future of safety is connected, and safety distributors have a vital role to play in making this transition a success.