Wholesale & Distribution International - Winter 2018 - 59
cate, they will not receive wholesale price
points and possibly not have access to certain SKUs.
"One thing about Candela is people
know exactly who we are and what we do,"
he continues. "Our business operations,
starting with product sourcing through
sales and support to logistics, is structured
around taking care of distributors. Our distributor focus will continue to drive where
we invest our time and money."
In addition to a well-established name,
Baas notes some other advantages of Candela, including some strategically placed
distribution centers. Currently there are
three: One located in Irvine, Calif., to serve
the West; another in Norcross, Ga., to serve
customers in the South and eastern United
States; and one in Bethlehem, Pa., to serve
the Mid-Atlantic and Midwest.
Candela's customers range across distributors such as Graybar, fill-in suppliers
and some industrial supply companies
such as Grainger.
It is not easy to stand out in the crowded
distribution field. Candela has implemented a rigorous testing system, making itself
an authority in the industry.
"We have made a strong emphasis on
product testing," Baas says. "We have a
dedicated product tester on our staff, with
the idea of being a helpful source for customers when it comes to sorting through
so many options." Adding to that effort,
Candela is in the process of creating and
implementing an R&D lab to thoroughly
test new products coming to the market.
As the company recently celebrated its
30th anniversary, its leadership recognized that even with a solid customer base
its systems had to be modernized. Paulsin
came aboard to help oversee the upgrade.
Everything from order entry systems to
back-office and phone systems were modernized and updated. Noted CRM system
Salesforce was also installed, allowing
Candela to better serve its customers by
keeping real-time track of every customer touch. Paulsin says the company is just
scratching the surface in leveraging the
new technology to improve customer service but feels confident the investment
has positioned Candela well for the next
"We handle thousands of small transactions every week. As a result, our eggs are
not in one basket ... but every egg is precious to us and the new technology really
helps us take care of each one," he says.
"We'll continue to ship any size order."
Paulsin recalls that entire upgrades
were made on Memorial Day weekend in
2016. "I remember notifying all customers
a few times in advance of our massive up-
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