Essential Elements for Automation
By Nicole Needles
FOLLOWING THE 2024 MHEDA Automation Solutions Conference, Jordan Frank, co-founder and EVP of sales at Zion Solutions Group, and Stacey Stowell, director of channel sales at QC Conveyors, sat down with The MHEDA Journal to discuss the ins and outs of business relationships when it comes to innovation and automation. Frank has 10 years of experience as a systems integrator and Stowell has been with QC Conveyors for 30 years, working roles from operations to tech support.
TMJ: When it comes to manufacturers and distributors and integrators, what are some of the key elements you look for?
Stowell: Cultural alignment is the most important factor. If we share core values, the partnership will thrive. Then, their linecard must complement our offerings. Of course, we are excited when the partner can inspire innovation or open new markets.
Frank: I agree—cultural fit and product alignment are crucial. We look for mutual benefit, where both sides invest time and resources.
TMJ: The best partnerships are those that are strategic in nature, how do partners become strategic versus transactional?
Frank: Strategic partnerships are built on core values like our own: Be Bold, Unwavering Commitment, and Better Together. These partnerships require collaboration and commitment, even through challenges. We regularly check in through Partner Business Reviews to ensure mutual growth. Transactional relationships are less involved but still important for business.
Stowell: Strategic partnerships excite me because they allow us to innovate across very diverse markets like automotive, food, and pharmaceuticals. We seek high-performing distributors who share our vision and invest in mutual growth. Transparency and trust are vital.
Frank: While strategic partnerships are key, we also value transactional relationships and give them attention because they contribute to overall success.
Stowell: Ongoing communication is essential as well as having written processes for managing partners. Having the “best” plan on day one is not as important as having a “good” plan. It is essential that the plan exists so you can build a regular communication and goal-setting cadence. Regular check-ins and structured approaches ensure both types of relationships stay strong.
TMJ: Knowing that manufacturers continue to evolve products, how do you find success in keeping partners updated?
Stowell: We prioritize marketing, product launches, and hands-on demonstrations to introduce new products. Our partners get product details early and access to resources like sell sheets. We also conduct training and invite distributors to our facility for larger product launches.
Frank: In-person product introductions and partner business reviews are the most effective ways to stay updated. The worst way is when updates come up during active projects—timely communication is key.
TMJ: When it comes to automation, there are different levels of technology for manufacturers and there are different skill sets for distributors. Do you target distributors that have those specific skill sets? Or do you look at other elements and plan to help your distributors get the right skill sets?
Stowell: Our best distributors are innovative and curious. Some offer full integration or controls, while others focus on providing mechanical solutions. We partner with those who are eager to innovate to provide the customer with a solution that fits their needs.
TMJ: What advice do you have for those new to automation?
Frank: Manufacturers, including QC, help distributors with their first projects, guiding them through requirements and facility layouts. Training and hands-on support are crucial for building expertise.
Stowell: Our conveyor Configurator is a great tool for learning how to sell our products. We also provide training, both online and in-person, to ensure distributors are comfortable with our products and can identify opportunities. The most successful partners are the ones who ask the most questions and look for new ways to sell.
TMJ: Do you find that limiting the number of partnerships allows you to be more successful? Why or why not?
Frank: As an integrator, we don’t partner with everyone. We focus on finding one or two key partners to fill specific gaps. You can’t be successful if you’re working with too many partners—it’s difficult to learn their products, align culturally, and build a strong relationship. We prioritize a limited number of partnerships to ensure we can invest the necessary time and effort into them.
Stowell: QC carried over 400 partners at one point, but many were not true partners – just one-off sales. We have narrowed that pool significantly. The key is to nurture intentional, long-term partnerships. I’m transparent with distributors about new partners entering the market and strategic on the overlap to ensure we are creating territory coverage that has a specific focus on as many market sectors as possible while ensuring that our representation is not over-saturated. Strong distributors know their strengths, and I work with them intentionally to meet diverse market needs.
TMJ: Knowing that distributors typically spend more time in customer facilities, do you leverage that knowledge in building out your automation products? If so, how?
Stowell: Yes, distributor salespeople and integrators are our best sources of market intel. They provide insights into industry trends and help us refine products. Our distributor and integrator relationships guide us on how to adapt our existing products and our NPD. Our best partners show creative and new ways to apply our product which helps us continuously improve our training on how to sell them effectively.
Frank: We value partners who actively seek and act on feedback. Many robotic companies lack warehousing or distribution experience, which can result in great products that miss key operational nuances. Feedback from partners in the field helps us evolve products to meet real- world needs.
TMJ: Automation continues to evolve, if a distributor or integrator has a custom automation need or idea, do you work with them to develop that custom product? Do you work with the distributor to find alternative, more standard, concepts?
Stowell: We focus on larger custom needs where the volume justifies it. For smaller modifications, like adding motors or adjusting conveyors, we make practical customizations. Custom solutions are feasible when they support higher-margin products or address specific needs in larger quantities.
Frank: It depends on the demand. For smaller customizations, we often find alternative solutions using standard products. Collaboration with manufacturers can help solve challenges creatively and cost-effectively.
TMJ: Automation can handle a variety of different products, sizes and weights, as a manufacturer, do you have a test facility for your distributors customers?
Frank: Having a test facility is invaluable. It builds customer confidence by allowing real- world product testing. We often collaborate with manufacturers to test specific use cases, ensuring compatibility and functionality before full-scale implementation.
Stowell: We have a dedicated 2,000-square- foot facility for product testing and demonstrations. We break larger-scale needs into manageable segments. Engaging the whole team in mapping the test area to creative and practical solutions.
TMJ: Lastly, as a manufacturer, what tips would you have for distributors and integrators to get into the automation space? As a distributor or integrator, what is most important to you when evaluating automation and manufacturers?
Stowell: Success requires continuous training and education. Manufacturers should regularly update distributors on product innovations and industry trends. Collaborative training, where distributors learn from each other as much as from the manufacturer, is invaluable. Strong partnerships, based on trust and shared goals, lead to long-term success.
Frank: For integrators, structured training programs are a priority. Understanding a manufacturer’s team, their expertise, and their commitment to support is vital. The best partners invest in our success, creating a win-win relationship where we both grow and excel.
