Eric Tordjman – Vice President, Mercury Lighting

CEW 2 Tordjiman 400

 

 

Headquartered in Concord, Ontario, Mercury Lighting services national retail, multi-residential/commercial property management, energy service companies (ESCO), and auto dealerships, “from design to specifications, we offer turn-key services that go beyond the typical distributor model,” explained Mercury Lighting Vice President, Eric Tordjman. Their value-added approach leverages well-established supplier relations to help clients find a lighting solution that suits their needs.

“How we differentiate ourselves is we’re lighting specific, we do very little in the way of electrical,” said Eric, adding, “and really emphasizing our expertise towards solutions selling. Meaning: we have a warehouse full of leading-edge lighting products, but that doesn’t matter to anyone, we sell a solution based on each and every client.”

“Everything from supplying day-to-day requirements (MRO/Maintenance, Repair and Supply), as well as driving lighting solutions in new construction and lighting retrofits,” noted Eric elaborating on the added value solutions they provide to clients.

Founded in 1959, Mercury Lighting’s focus was originally multi-Residential property management, “Day-to-day supply, long-life products, specialized requirements, and also the generic light bulb requirements,” explained Eric. “Over the past 20-years we’ve morphed into more of a solution-based selling, meaning more fixturing, and a wider range of products – we went from 2,000 SKUs to 8,000 SKUs pretty quickly, and this was pre-LED!”

Incorporating that solution-based approach helped differentiate Mercury in an increasingly competitive marketplace. It was something that came out of necessity for one of their client’s, who found they didn’t have the in-house knowledge to manage the lighting products they were bringing in, creating inefficiencies, overlap, and unnecessary expenses.

“It was a matter of seeing where the difficulties were, and some of the hurdles our customers were experiencing.”

Eric explained this new approach was based on the idea of, “how can we work with different segments, not based on how we work, but what does the clientele really, really want?”

“When we work on new construction projects,  we do a lot of work with architects and engineers, we spend a fair bit of time helping them specify product, choosing the right solution, confirming with the client and then confirming that the right material was installed,” he said, elaborating on their process.

“It’s the little things that make the most of our differentiation,” he said.

Mercury Lighting has been an AD member for five years, now, and over this time AD has become integral to their operations.

Eric noted that it was a newfound friend who introduced him to the benefit AD could provide Mercury Lighting. “She was one of those people that opened my eyes to a world I wasn’t aware of. We knew of buying groups, we knew of marketing groups; we understood what they did, but we didn’t see the inherent value.”

Eric continued, “She introduced me to AD, I had some really interesting conversations with them and joined shortly thereafter.”

“AD has become an integral part of our lives, it become a part of who we are, how we associate with the market, how and why we approach vendors. Its driven a lot of what we do to succeed,” he added.

Coupled with their value-add approach to sales, AD Rewards has given them an edge over major e-commerce platforms that can afford to undercut market value. AD Rewards Inside Sales Program works well for Mercury. Eric explained that because their sales team is focused more on solutions, AD Rewards gives added incentive to sell product lines from other AD members which ultimately helps solidify supplier relationships, a core aspect of their success. It also helps our staff learn more about the value-added vendors who we do business with their current offering.

“It was the type of thing we would aspire to but would never know how to do,” he said of the AD Rewards program. AD gave it to us on a silver platter, ‘here’s a system that can compensate selling, reward your customers, but more than anything it could encourage behaviour based on information and value,’” he said.

“We really gravitated towards it, not early on,” he conceded, “it took us a little while to bite because we were hesitant. We had to incorporate it into our psyche to understand how it would be received by our clients.”

Once they saw how it worked, AD Rewards became a key element for them.

“That’s where AD came around and explained to us how to apply it, how to sell it, how to feature it and I can see how it has begun to benefit our relationship with our clients. The rewards program is proving its value through added value to our clients.”

Related Articles


Latest Articles

  • Investment in Single-Family Homes Continues to Rise for April

    Investment in Single-Family Homes Continues to Rise for April

    June 14, 2024 Month over month, investment in building construction increased 4.5% to $20.4 billion in March. The residential sector was up 5.4% to $14.3 billion, while investment in the non-residential sector increased 2.3% to $6.1 billion. On a constant dollar basis (2017=100), investment in building construction increased 4.1% to $12.5 billion in March. Investment in single-family homes continues to rise Investment in… Read More…

  • Record High Levels in British Columbia’s Multi-Unit Residential Construction Intentions for April

    Record High Levels in British Columbia’s Multi-Unit Residential Construction Intentions for April

    June 14, 2024 Month over month, the total value of building permits in Canada significantly increased 20.5% to $12.8 billion in April. Construction intentions in the residential sector increased 21.0% to $8.0 billion and the non-residential sector rose 19.6% to $4.8 billion, with growth observed in all components. British Columbia posted a record high monthly total value of building permits ($3.1 billion),… Read More…

  • ECAO’s Ontario’s Energy Future Sector Analysis Report

    ECAO’s Ontario’s Energy Future Sector Analysis Report

    June 14, 2024 Driven by economy-wide decarbonization efforts in response to the global climate crisis, Ontario’s electricity sector is rapidly evolving to enable the shift from fossil-based energy sources to clean energy sources. At the same time, with electrification of industry, transportation and more, it is abundantly clear that the demand for electricity supply is… Read More…

  • Planned Shift from Gas to Electric Heat Required to Avoid High Costs and Emissions: Report

    Planned Shift from Gas to Electric Heat Required to Avoid High Costs and Emissions: Report

    June 14, 2024 New research published today by the Canadian Climate Institute finds that a system-wide shift from gas to electric heat is the lowest-cost path through the clean energy transition. The report, Heat Exchange: How today’s policy choices will drive or delay Canada’s transition to clean, reliable heat, concludes that provincial government action will be  necessary to protect reliability and… Read More…


Changing Scene

  • Danielle Mayer – 2024 ECAM Award Recipient

    Danielle Mayer – 2024 ECAM Award Recipient

    June 14, 2024 Danielle Mayer’s journey to receiving the 2024 ECAM Award is one of dedication and determination. Danielle’s interest in the electrical trade sparked when she realized its potential as a hands-on career path, prompted by the suggestion from her friends that they needed an electrician among them. Beginning her exploration of the electrical… Read More…

  • CAF-FCA Unveils Trades Talent – An Innovative Speaker Connection Service at 2024 National Apprenticeship Conference

    CAF-FCA Unveils Trades Talent – An Innovative Speaker Connection Service at 2024 National Apprenticeship Conference

    June 14, 2024 The 2024 National Apprenticeship Conference saw an exciting announcement from the Canadian Apprenticeship Forum (CAF-FCA) with the launch of Trades Talent, an innovative online service designed to connect event planners with expert speakers in the skilled trades sector. This ground-breaking platform promises to be a game-changer for those seeking knowledgeable and engaging… Read More…

  • Atkore Announces Environmental Product Declarations for Steel and PVC Conduit Products

    Atkore Announces Environmental Product Declarations for Steel and PVC Conduit Products

    Atkore Inc. announced it has published Environmental Product Declarations (EPDs) for its Galvanized Steel, Stainless Steel, and PVC Conduit & Fittings portfolios. Verified by an independent third party, each EPD contains a product’s life cycle assessment that measures its environmental impact, such as greenhouse gas emissions, energy use, water consumption, waste generation, and other factors…. Read More…

  • ECAO 2024 Douglas J.B. Wright Award

    ECAO 2024 Douglas J.B. Wright Award

    June 14, 2024 Congratulations to Mr. Allan Kellett, Co-Owner of K-Line Group of Companies, on being named the recipient of the ECAO’s 2024 Douglas J.B. Wright Award! The award was presented earlier this month as part of ECAO’s Annual General Meeting. View the LinkedIn post HERE Read More…