A glimpse inside the welding distributor

Evan Bennear is aware of the vital role welding distributors play in the welding industry. As sales manager at Dale Oxygen Inc., Johnstown, Pa., an independent distributor founded by his grandfather in 1939, he understands the value of a true partnership between customer and distributor.

The WELDER^® sat down with Bennear recently to discuss some of those issues.

TW: What are some challenges that welding distributors face currently?

Currently we are facing changing landscapes in the global marketplace, which certainly affect independent distributors on a more localized level. For example, the Praxair merger that is ongoing could shake up the U.S. market; it’s already starting to do that in some ways. And once that’s finalized the landscape is going to look different again because there was another big buyout. These changes affect not only the big national distributors but especially the local independent distributors. And this is not going to be the last time.

Online sales for hard goods continue to be a growing threat, too. The conversation always boils down to price versus service. It’s very easy for customers to make purchases online, but our model is to provide services that go beyond the sale.

TW: For many years now the welding industry has been focused on increasing the number of skilled welders. What effect has this issue had on welding distributors?

Skilled labor is essential for our customers to stay relevant and competitive and to grow their businesses. Shops that focus heavily on welding or any other skilled trade in high demand—their success is vital to the viability of my business. If my welding customers aren’t successful because they can’t find good operators or good machinists, that’s ultimately going to affect my welding distributorship because their businesses may shrink or ultimately they’ll end up closing their doors. That’s been a challenge for quite a while now, and it will continue to be for many years.

I’m starting to see more businesses gravitate toward advanced automation equipment—machines that are easier for the operators to use.

TW:In what ways have welding distributors evolved over the years to better serve their customers?

Welding, in general, is an old process, but it’s constantly changing thanks to technological advancements. Like smart phone technology, welding and cutting equipment continues to reinvent itself. Our welding customers are looking at these technologies to help them keep their businesses profitable and competitive. Independent welding distributors need to stay on top of these technologies, become familiar with them, and have the knowledge to present this information to customers so they can make the best decisions for their business.

TW: What are some of the obvious ways that welding distributors can help their welding customers?

Welding distributors can help weld shops stay up-to-date with the latest and greatest technology and equipment. I can’t stress enough how important it is for distributors to educate themselves continually to ensure they can talk to customers about the changes that are taking place in equipment and processes. It’s so important to have the ability to present information to your customers, whether they buy from you or not. Welding has become so advanced that independent welding distributors need to be right there with it and continue to train and learn and invest in education to keep up with the changes on the equipment side and the process side.

TW: What are some lesser-known ways welding distributors can help their welding customers?

Many distributors offer seminars, whether it’s training for customers; providing cost-reduction strategies; or helping them figure out how to weld things faster, cleaner, and safer. Also, we spend time with our customers on their shop floor to see what they are doing, and from there we can evaluate if there are any ways we can provide assistance. Sometimes we’ll see customers who have been using the same welding process or the same wire/gas combinations forever. If there’s a way to make something more efficient, we’ll present it to them. If they like it, we don’t stop our services at the point of sale. We’ll spend time with them to teach their people how to use the product or implement the process.

TW: What is the most important quality weld shops should look for in a welding distributor?

The key is forming a partnership with a distributor. Our most successful business relationships are not the ones we’ve picked up because we intentionally lowed prices; our best relationships took time to develop. It’s the ones where we’ve spent a lot of time working with and getting feedback from their management team, purchasing group, and shop foreman to help them run a better business.

Dale Oxygen Inc., www.daleoxygen.com