ABB’s low voltage product business has a new chief. Here James Haigh outlines to Voltimum readers his strategy for success.
Name: James Haigh
Job Title: General Manager, Low Voltage Products
Age: 40
Career:
P&O 1982-1988 – Engineering Officer, Merchant Navy, P&O
With ABB:
1988-1990 – Estimator
1990-1992 – Sales Engineer
1992-1995 – Field Sales Manager
1995-2000 – AC Drives UK Manager
2000-2002 – Channel management, automation products
2002-2003 – Senior vice president, ABB drives, UK
2004 - General manager, ABB low voltage products
Residence: Cheshire
Marital status: Married, two children
Hobbies: Watching and playing sport: golf, motor racing and football
Manchester City season ticket holder
Interview with James Haigh:
“The UK was hit with some 300,000 lightning strikes last year, with the resulting damage costing millions in lost revenues and equipment loss. Yet the UK uses fewer surge protection devices, which would help prevent such damage, than anyone else in Europe.” An intriguing fact from the man charged with achieving double digit growth in ABB’s surge protection device business over the next 2 years, in a UK market valued at around £10 million.
But behind this innocuous product lies an even more interesting fact. James Haigh, the new general manager of ABB’s low voltage products business, proudly boasts that the company now has the largest range of low voltage products from any manufacturer in the world. From consumer units, light switches and socket outlets, through to panel boards, distribution boards, soft starters, miniature circuit breakers (mcbs), contactors and fuse switches and some 20 other product types, not forgetting surge protection devices. (See Table 1, for ABB’s low voltage product portfolio)
And, it would appear, not a lot of people know that. Well not at the moment, anyway. But all is about to change as Haigh steers his ship into one of the most aggressive marketing and service initiatives ever to hit the electrical industry. Electricians and wholesalers are two key targets as ABB strive to show that there is a real alternative to the current market leaders. There is, it seems, something for everyone within the new look ABB range: catalogue houses, panebuilders, OEMs and end-users are all likely to benefit.
Expanding the range
It all started rather quietly, some two-and-a-half years ago, when ABB went after and successfully bought, Entrelec-MTE, makers of termination and connector components and systems, electronic timers, measuring, monitoring and relay modules, switches, contracting products and over-voltage surge protection devices. Until then ABB was recognised mainly in the industrial marketplace, primarily through sales of air circuit breakers, moulded case circuit breakers (mccbs), industrial control gear and switches, together with market share in commercial buildings.
During the period that followed the acquisitions, ABB set about integrating and rationalising a massive range of products; ending some long standing love affairs with companies like Wylex; and developing its own range of products in hugely competitive market places. Now the market potential is massive. “Instead of just selling a mccb, we want to enclose it and then we want to offer enclosed switches and starters and dc brakes – some of which are manufactured in the UK,” says Haigh.
One such hugely competitive challenge will see the next generation of Housemaster Compact, a consumer unit which is some two years in development. Two years to develop a humble consumer unit? “If you are going to play in established markets with fierce competition you have got to get it absolutely smack on target. There is no second chance when you are dealing with the discerning electrician,” says Haigh. The consumer unit is the first on the market to feature a sliding door, which will allow the unit to be located in awkward places, such as behind doors. It will be sold with ABB’s new compact mcb range. “Now you can’t buy a Wylex consumer unit and get quality ABB mcbs inside,” says Haigh. “You only get ABB mcbs with an ABB consumer unit.”
Then there is ABB’s termination solutions for panelbuilders and OEMs. “This could be one of the industry’s best kept secrets,” says Haigh. “The ABB ADO system is a patented design which gives the best quality of termination; is the quickest to carry out; and the most secure.”
ABB’s new FBP(FieldBusPlug) concept is designed to bring simplicity and flexibility to fieldbus applications by allowing devices to be quickly connected to any bus for a ‘plug and produce’ solution. Instead of having to offer multiple variants to suit a large number of industrial fieldbuses, such as Profibus-DP, DeviceNet, MODBUS, AS-i and so on, ABB is now able to offer control equipment such as its new FBP motor controllers and starters in one standard version, with a neutral fieldbus-independent interface. All the installer has to do is attach the appropriate ready-made bus-specific FBP connection cable to suit their fieldbus.
Selling to friends
But Haigh still has his ace to play. While not giving too much away, he is adamant that the only true way to win is to earn customer loyalty. “When a customer calls, our phones will be answered within three rings. When they are answered it will be by a knowledgeable ABB person – no call centres, no automated answering systems, no voice mail. Real people who will be more than happy to answer any technical query or give you a quote and will not let you go until you are truly satisfied with their service. We will get the right product to you, on time, every time.”
Recruitment is underway to ensure that each of the 28 product ranges is well covered.
In addition, ABB is employing a dedicated customer relations manager to look after existing customers and treat like them VIPs. As Haigh proudly claims: “I am the customer equity king – I am going to earn their loyalty. We have the best products and we are going to give you the best service – no one will offer a better service.”
Is this marketing hype or can Haigh deliver? His plans are certainly ambitious –double digit growth every year for the next four years. This is in a UK market valued at some £440 million for the products within Haigh’s remit.
Part of the answer lies under his nose. “We have hundreds of customers to whom we only sell one or two products. They are simply not aware that we have loads more to offer them. When they see our 2004/2005 catalogue – it is THE electrical catalogue. I’m sure they will be amazed. It is the most comprehensive we have ever had and I just know there is more in it than people can imagine. Let’s sell more to our mates.”
Yet another piece of modern thinking. Business and brands have moved away from catering for “users” to serving “customers” and now to looking after “friends”. The advantage of “friends” to a brand is a much higher degree of loyalty.
Efficient distribution
Haigh is also casting an eye over ABB’s distribution network. During his previous 10 years looking after ABB’s low voltage AC drives business, Haigh mastered the art of efficient distribution and channel partnering.
Alongside the wholesaler network, Haigh plans to re-build and re-brand ABB’s industrial channel network. Technically competent channel partners – often independent – will be selected to sell a whole range of industrial products directly to end-users and OEMs.
“We plan to get the basics right, like making sure there is plenty of stock on the shelves. Then we will introduce a raft of innovations aimed at encouraging our wholesalers to shift that stock,” says Haigh. “There are some 22,000 electrical contractors in the UK. Our own salesmen can never reach all these guys but a combination of easy to read literature, simple to use and easy to install products, available through the experienced outlets will give us the penetration we need.
“With the new ABB low voltage products including those from Entrelec, MTE and Busch Jaeger we really do have the largest low voltage product range in the world today. Every part of that electrical installation is covered. Eighteen months ago we did not have a complete package. Now we do and my engineering teams are pushing hard to demonstrate their worth to everyone from consultants to contractors. I believe any wholesaler would be curious to at least take a look at what we are offering.”
So far it looks like simple business common sense that will take Haigh to the top of the pile: get the product right, tell your customers you have these products, construct an efficient distribution network, earn a profit by keeping costs tight – and believe in the brand that is ABB. It’s a basic formula, but one that Haigh is a master at calculating.
Table 1: ABB’s low voltage product portfolio
- Cam and Signalling Switches
- Compact Drives
- Consumer Units
- Control Gear
- DC Brakes
- Distribution Boards
- EIB
- Electronic Timers, Measuring & Monitoring Products and Relays
- E-pack Enclosed Control Products
- E-pack Enclosed Switches
- Field Bus Plug
- Interfast PLC wiring modules
- Limit Switches
- Line Protection, MCB`s & RCBO`s
- Metal Enclosures
- Modular Din Rail Mounted Components (MDRC)
- Over Voltage and Surge Protection devices
- Panel Boards
- Plastic Enclosures
- Plastic Trunking
- Power Breakers ACB
- Power Breakers MCCB
- Push Buttons & Pilot Devices
- Soft Starts
- Sub-metering Meters
- Termination & Connectors Systems
- Watchdog PIR
- Wiring accessories
-ENDS-
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