BRNDY_BackToBasics 2016 Final

BACK TO BASICS
YOUR
BLUEPRINT
FOR SUCCESS

TABLE OF CONTENTS
1 Laying the Groundwork
3 Program Overview
4 Framing It All Out
5 Toolkits
6 Sales
6 Marketing
6 Training
6 Special Events
7 Sales Plan
9 Additional Tools
10 Distributor Targets
For End-User
11 eCommerce
13 Specifications
16 IMARK
17 Affiliated Distributors
19 Vertical Modules
20 Commercial &
Industrial
23 Grounding
24 Tooling
26 Utility
28 Wiley
30 Connector
Manufacturing
Company (CMC ® )
32 thermOweld ®

Laying the
Groundwork
The 2016 Sales & Marketing planning program represents a Back To Basics
blueprint, a solid foundation to build upon and plan your success. It offers a
variety of available tools that includes sales, marketing, training and a list of
special events. Your preparation, planning and focus on executing your plan,
will pay dividends during the year.
This new approach is designed to empower you! Begin by completing
your 2016 Back To Basics Sales & Marketing Plan. You own this plan! Start
by targeting key distributor partners and select the best tools that will drive
you to your goal. Customize your plan as you see fit and take pride and
ownership in it.
This is your plan. We, as a team, will have the ability to review, measure
and ultimately be held accountable for the implementation and success of
our planning.
You now have the tools to build an efficient sales and marketing plan, and
you have the entire OneBURNDY team behind you to ensure your success.
Brand your plan. Brand your customer. Brand your end-user.
It’s time to roll up your sleeves and get to work!
VP of Sales & Marketing
One Plan, One Team, OneBURNDY
1

At the core of HUBBELL
Construction & Energy (HCE),
is the BURNDY brand. With an
expanded portfolio, more product
lines and resources are available
through Connector Manufacturing
Company (CMC ® ), IMPLO, ®
Wiley
and thermOweld. ®
Together, we are OneBURNDY!
2

PROGRAM OVERVIEW
TOOLKITS
ADDITIONAL TOOLS
VERTICAL MODULES

Framing It All Out
Even with a list of sales and marketing tools available
for you to be successful, sometimes focus can be
lost along the way. Be assured that the OneBurndy
team will be there to keep you on track.
The marketing team, your regional sales manager,
the strategic account team, the segment specialist
team and the product managers will all work to keep
you in focus. Your Back To Basics Sales & Marketing
Plan is designed to detail the vast array of tools
within easy reach. This will help you stay organized
and achieve great success.
In an effort to streamline your goals, your toolkit
has been divided into four key “buckets”:
New for 2016!
The BURNDY Bulletin
At the beginning of
each quarter, we
will be electronically
distributing an internal
sales and marketing
newsletter that will give
you a glimpse of what to
expect for the quarterly
sales flyers, featured
success stories and
updates from BURNDY
product managers.
1. Sales
2. Marketing
3. Training
4. Special Events
Within each of these buckets is a menu of optional tools to assist in uncovering and closing
on opportunities and grow your market share. You are required to select and complete four
action items per ‘bucket’ per quarter per targeted distributor in your Back To Basics Sales &
Marketing Plan Sheet.
4

PROGRAM OVERVIEW
TOOLKITS
ADDITIONAL TOOLS
VERTICAL MODULES
5

Sales
• Specification Engineer/Specialist Sales Call
• Tool Truck
• Regional/Account Managers Joint Sales Call
• New Products Promotion – highlight a recently
launched/introduced product
• Product Manager Joint Sales Call
• Utility Sales Segment Managers Joint Sales Call
with Bob Carr (West) or Gary DiTroia (East)
• Tooling Sales Segment Manager Joint Sales Call
with Bob Poirier (East) or Klever Keltner (West)
• Wiley Sales Segment Manager Joint Sales Call
with Harley Haney
• thermOweld ® Joint Sales Call with a thermOweld ®
representative
• Specification Engineer Joint Sales Call with Lee
Herron
• CMC ® Joint Sales Call with a CMC ® representative
• Telecom Sales Segment Manager Joint Sales Call
with Curt Johanson
• Lightning Protection Joint Sales Call
Marketing
• New for 2016! Customizable Product Grouping
Quarterly Sales Flyers
• New for 2016! Marketing Development Funds
(Formally Co-op Funds)
• Product Focus Materials
• Merchandising to the Max Items
• Merchandising Racks
• Counter Mats
• Co-branded Vertical Market Brochures
(Minimum print quantity of 1,000 pieces
with a 1-month lead time)
• Videos
Please remember, it is necessary to
always use our correct logo to ensure
proper branding of BURNDY.
We are always reinforcing our brand with
ongoing marketing efforts, including
industry specific trade magazine print ads,
company store merchandise and marketing
at national trade shows.
Training
• Lunch & Learn
• Product Videos — product information videos
and training videos
• BURNDY University on ElectricSmarts
• Specification Training Program
Special Events
• Open Houses
• Distributor Events over $500
• Regional Trade Shows
• Counter Days
• Conversion Process
• Manchester Headquarters Visit
Each “special
event” will
require preapproval.
6

Your Back To Basics Sales & Marketing Plan
Your new planning worksheet will allow you to set and reach
goals, stay organized and remain focused. Drop down menus
will allow you to select tools that will best suit each customer.
Detailed reporting will help you gauge your results monthly and
motivate you to stay on track.
Quarterly projections will be locked on your spreadsheet at the
end of each quarter. Adjustments to future quarters can only
be made with permission from your regional sales manager.
Buckets
(see next page for
more information)
Tabs
To further organize your sales goals, individual sales plan spreadsheets
have been created of key product groupings. As you drill down in your
efforts, you will be expected to project exactly how your overall goals
will be broken out.
7

Using the Buckets
You are required to select and complete four action items per ‘bucket’ per quarter per targeted distributor in your Back To Basics
Sales & Marketing Plan Sheet.
Sample Completed Worksheet
8

PROGRAM OVERVIEW
TOOLKITS
ADDITIONAL TOOLS
VERTICAL MODULES
9

Distributor Targets
For End-Users
It is important to remember the
end-user when we are working
with our distributors.
• Commercial
• Data Center
• Distribution
• Industrial
• Marine
• Mining
• MRO (Maintenance, Repair
and Operations)
• Nuclear
• OEM (Original Equipment
Manufacturers)
• Oil & Gas
• Pool & Spa
• Power Generation
• Solar
• Substation
• Telecommunications
• Transmission
• Transportation
• Underground
• Wind
10

eCommerce
When you or your customers
log on to www.BURNDY.com,
you have remote access to real-time BURNDY information
through an easy-to-access, easy-to-use portal.
Distributors and sales reps can access customer service
functions that include:
• Real-time inventory
• Current pricing (published and customer specific)
• Delivery status and carrier tracking links
• Duplicate invoice downloads
• Information about purchase orders and quotes
• Direct order entry (distributor only)
• Return authorization request
Electronic Data Interchange
EDI (Electronic Data Interchange) transactions allow for
an efficient exchange of B2B information and electronic
communications through a value-added network (VAN) or
EDI-INT (EDI over the Internet). EDI translator (software
application) or EDI translator service is required. BURNDY
supports most B2B transactions in standard ANSI X12 or
electro-industry IDEA EDI-Pro standards.
BURNDY supports the following EDI transactions:
• 810—Invoice
• 820—Payment order/remittance advice
IT Lingo for Non-Techies
eCommerce in its most general terms
consists of the exchange of data to
facilitate the financing and payment
aspects of business transactions,
either business-to-business (B2B)
or business-to-consumer (B2C).
Innovations in eCommerce include
electronic funds transfer (EFT), supply
chain management, online marketing,
online transaction processing,
electronic data interchange (EDI),
inventory management systems and
automated data collection systems.
• 844—Request for credit
• 849—Ship & debit credit
• 850—Purchase order
• 855—Purchase order acknowledgment
• 856—Ship notice (ASN)
• 860—Purchase order change request
• 864—Text message
BURNDY currently uses EDI transactions with many of our
trading partners, suppliers, banks and freight/logistics
companies.
(continued)
11

eCommerce (continued)
Industry Data Warehouse
The IDW (Industry Data Warehouse) is an electro-industry
supply chain solution that enables BURNDY and its trading
partners to synchronize product, marketing, packaging and
pricing data.
As a charter member of the IDEA industry group that introduced
the IDW Data Synchronization Platform more than a decade ago,
BURNDY uses the IDW to provide synchronized, fully attributed
and enhanced product data for the product lines we sell through
wholesale distribution.
The IDW allows BURNDY to offer high-quality, fully attributed
and enhanced product data with real-time access to our trading
partners and customers. Specifically, we can quickly and
accurately communicate:
• Synchronized product and pricing data
• Cleaner data for product lifecycle management
• Order minimums and standard package quantity
This results in fewer transactional and order errors (and
associated costs) through more efficient inventory management.
BURNDY has also achieved IDW’s highest level of Compliance
and Excellence in the industry ensuring that all attributed data is
complete and accurate.
Engineering Records
Developed with the understanding that project records are
often helpful before, during and after a job’s completion, the
BURNDY Engineering Records Department can provide various
documents, including:
• Sales Drawings (.pdf, .dwg, .stp*, .igs*)
• Test Documents
• SOMIs
• Industry Standards (UL, CSA, ETL, etc.)
• Safety Data Sheet (SDS)
To reach the Engineering Records Department, email
engineeringrecords@burndy.com.
*Available at the discretion of the product manager
The ElectricSmarts Network
Created to provide the electrical industry with innovative
online services, the ElectricSmarts Network provides a channel
for industry news and services.
With our ElectricSmarts partnership, you can access BURNDYspecific:
• Demonstration videos
• Online product training
• News articles
In addition, you can sign up to receive regular e-newsletters or
other electronic media. ElectricSmarts also offers an excellent
iPad app providing access to their resources in a clean, portable,
and easy-to-use interface.
12

Specifications
Your BURNDY Guide to Getting
Spec Position and What Questions to Ask
Tips on getting spec position:
Getting a product specified
into a customer’s plans,
drawings or Master Spec
format is key in avoiding
any last minute take off
requests from contractors.
If you can get our part number level
detail into a designer’s system, then they
will build the BOM for the project using
the indicated part numbers while our
competitors are doing cross references
and last minute take offs.
Can BURNDY part numbers be
specified at a project level?
Not in many cases. Power connectors (compression) often
times cannot be chosen until switchgear and cable have been
selected. The decision on switchgear/cable may not be done
early in a project and in some cases is left to the contractor to
detail. Therefore, your goal may be to get the BURNDY brands:
BURNDY, CMC ® , thermOweld ®
and Wiley specified within each
section where we are an approved supplier. This will prompt
the distributors and contractors to reach out to you. This helps
prevent sitting around and hoping you have the opportunity to get
an approval package put together in two days.
1. Find out who the active specifying engineers in your
market are. Explore the CUBUS database on SharePoint
that lists the top 200+/- engineers actively working on
projects in the United States. Companies with headquarters
in your territory are shown. Check the vertical market emails
you receive already for projects in your territory. Find who
and where the engineers and contractors are. You may
not be chasing that specific project, but now you have a
name. Add it to your specification plan. Quickly look at the
specifications included for inclusion of the BURNDY brands
in the applicable sections. Make a list of those who are and
are not specifying you as an approved vendor.
2. Whether we are approved or not, all the people on your
list deserve a visit. Those that are indicating you as an
approved vendor need to be supported for doing so. Be sure
to offer help when they are in the early stages of a project.
Those where we are not approved, need to receive your
“elevator speech” on why the BURNDY brand delivers the
best product. Be sure to mention we offer the same quality
for the same price as the “other guys,” to quickly convince
them that including BURNDY brands as approved suppliers is
the right decision. Always hint at “no equal” but remember
most often design firms cannot do that today with most
requiring at least a second source option. Always remember
for government projects in particular, it may be considered
borderline illegal to use “no equal” wording. You want to be
the brand that has “with,” “or equal” after your name in the
approved suppliers’ list.
(continued)
13

Specification (continued)
3. Use the tools available to you—ask the Grounding
“Take Off” Team for help if you are at the early planning
stages of a project. This is your chance to get in deep
with a design firm. When we supply CAD data to them for
inclusion in their CAD designs, we are more than just a
supplier. We then become a technical partner. Depending
on the available detail the designer can share at this time,
we can supply item-level detail and even 3D models if that
provides value to the engineering firm. If a project is at bid
state, this may be too late to volunteer that level of detail.
4. How do you get in the door? Engineers, in general, do
not want to see any salespeople of any type at any time.
Connectors are way down their list of issues and concerns.
They subscribe to the notion that “Connectors are all the
same, right?”
Here is when you may get the opportunity to kick that door
open:
• They have a problem. This is the time to work on a
specification. Solve the problem and get the specification
cleaned up to help them in the future.
This allows you to be the one that can say, “I’m just here
to help.”
• They have a unique project that may not fit only cross
reference and bidding. Identify the overall business
opportunity.
- Is there a possible new product/market behind this
custom need.
- How big is this company and can they hold a BURNDY
specification on projects?
- Can they build “no equal” projects? If so, the special
may be worth a FOCUS or an engineering project to
develop.
In the end, we are on the spec for connectors, not just the
special.
• Always remember training opportunities. Lunch and
learn, breakfast and learn, afternoon break and learn –
any time you can find an opportunity to inform people
about what BURNDY has to offer, take it.
Suggested training topics:
- Proper Crimp, Torque and Weld:
How to make connections correctly in the field.
- Ground Connector Selection – Grounding 101:
Why we bond and ground.
- Connector Principles & Overall Connector Theory:
What makes a good connector design versus a bad one
and where to use which technology.
- Certificates for CEU’s are available for the Grounding
101. (Based on the NEC requirements, most states are
accepting our certificate with the program outline for
the CEU’s. Larger firms have a person that schedules
the training. It may be a year before an open slot is
available. Get on the list. This may be the simplest way
in the door.)
• Ask contractors for names of who is NOT specifying
BURNDY and thermOweld ®
on jobs. This could be the
most important list of engineers. You may get the elusive
name of an individual at the firm you’ll need to get to for
approval status. You can reference a recent job where
extra work was created for everyone by not being preapproved.
We can supply formal submittal packages if
the elevator speech does not work. Don’t assume this
generation of engineers knows who BURNDY is.
14

5. Ask what they like and dislike about competitor
products they have seen on jobs. Create a problem
to solve.
6. Document your meeting carefully. Engineers provide
important hints during conversations that may be important
to your efforts later on so pay attention. It also shows them
you are listening and they need to know you are.
7. Engineers love stories of field problems others have
had. If you need some, ask product managers or simply
tell them how “a contractor installed 100s of HYGROUND ®
C connectors with the purple 4/0 lug die. All had to be
jumpered with two C connectors and properly crimped
with the U997.” Or tell your own. You will find they think
of problems they have had and will share with you. Once
they do this, you are in!
8. Be sure to follow up for feedback. That will keep your
contact information fresh in their minds for the day they
do have a problem.
Top questions to determine which level of
specification this firm does on jobs and how
much effort is necessary to get approved:
1. Do you specify connectors down to the part
number detail on any jobs? When and why?
Can we help you with that effort with CAD, 2D/3D?
2. Do you use the Master Spec format for bids? If yes,
do you always use it or just for certain government
jobs? Are you using ARCOM or BSD to keep those
specifications updated or do you do this internally?
(Can we help you?)
3. Do you outsource any of your electrical design
work and, if so, to whom? Do they maintain a
connector specification or do they leave those details
to the contractors? Do you maintain the approved
supplier lists?
4. Have you ever considered specifying the
compression tool vendor? Tell them the die story
again and remind them HYGROUND ®
dies do not butt,
which means our tool is the quality control of that
crimp. Give them the “We are the only U.S.-based tool
manufacturer” elevator speech.
5. What’s their project pipeline for 2016?
6. What is your process for approving a vendor and
what do we need to do to meet your needs?
15

IMARK
IMARK Group, Inc. is a member-owned marketing group made up
of over 900 independently owned electrical distributors throughout
the United States.
With over 80 members in the Top 200 largest distributors in
the country, member companies serve their local customers
from nearly 3,000 branch locations. With over 18% of the
US electrical distribution market, the members of IMARK
Group, Inc. constitute the largest member owned, member
governed cooperative in the US electrical industry.
GainShare
The GainShare program offers suppliers the opportunity to set
‘stretch’ performance goals with a select group of members of
their choosing. Members that achieve their objective set with
GainShare planning partners earn additional rebate dollars from
the supplier.
Gateway to Growth
The Gateway to Growth program is designed to spur the growth
of sales of new, innovative, and strategic products from IMARK
Suppliers. Participating IMARK members will earn points for
every dollar of Gateway to Growth product purchased from
the supplier. These points are based on their purchases of the
following product lines throughout 2016:
• Mechanical & Compression Grounding
• Compression Connectors
• Mechanical Connectors
Gateway to Growth Points
For Joint Activities
Members, suppliers and reps agree that there are three key joint
activities that ‘move the needle’ when it comes to sales growth:
• Pre-planned and well executed joint sales calls
• Pre-scheduled and formal training meetings with member
personnel
• Pre-scheduled and formal joint training meetings for customer
personnel
IMARK Group will award Gateway to Growth points for members
that conduct these activities with IMARK Gateway to Growth
suppliers only.
BURNDY Product Capsules
Participating IMARK Suppliers have exclusive ability to promote
their Gateway to Growth products on the Gateway to Growth
section of the IMARK website. Gateway to Growth product
capsules will feature concise descriptions of key product benefits
and applications. Each product capsule will include links to cut
sheets, web pages, literature, and videos, if applicable.
BURNDY plans on creating a number of these Product Capsules
to coincide with the Gateway to Growth targeted product lines.
• Battery Tooling
• Non-battery Tooling
16

Affiliated Distributors (AD)
AD, a $13B Electrical Marketing Group with 142 Affiliated Distributors,
provides leading independent distributors and manufacturers with
support and resources that accelerate growth.
AD helps quality independents, of all sizes, better compete
with national chains and they help quality manufacturers
build their brands, introduce new products and reduce
their reliance on national chains. AD delivers above market
growth and enhanced profitability.
What is AD Rewards?
AD Rewards is a spiff program targeting Affiliate inside sales
and counter personnel, incentivizing them to sell AD Preferred
Suppliers’ merchandise FIRST. Participating Suppliers will benefit
from increased sales, product conversions and mindshare.
Participating sales personnel earn Rewards points for every dollar
sold, redeemable for valuable merchandise such as sporting
goods, electronics and travel. The program allows participating
Suppliers to utilize the power of group funding for greater impact
and more efficient use of spiff dollars, while AD and their partner,
Core Rewards, manage the backend database of information.
The AD Rewards Program gives you direct access to inside and
counter sales personnel. With the AD Rewards Program you can:
• Drive sales by motivating and incentivizing AD Affiliates at the
Inside Sales and Counter level.
• Utilize the power of group funding to have a greater impact and
more efficiently use spiff dollars.
• Reduce drain on resources required to administer multiple spiff
programs.
• Gain Affiliate mindshare through on-line communication about
your products as Affiliate participants work toward individual
and team incentive goals.
What is AD Market Planning?
Market Planning is the planning between Affiliates and Suppliers.
• Plans are created annually
• Affiliates take the lead
• Plans created in face to face meetings
• Documented and tracked at www.ADHQ.com
Market Planning Terminology
Field Marketing Summit (FMS)
• Hosted by Affiliates, typically a one-day event
• Bottom-up planning at field level
• Multiple Suppliers attend face-to-face meetings with Affiliate
branch managers/personnel, outside sales reps, purchasing
reps and management
• Set targets, goals and timetable
Joint Marketing Agreement (JMA)
• Chosen by Affiliates
• Top-down planning by Affiliate/Supplier management
• Individual plans created for each Supplier partner
• Plan given to field sales to execute
Sales Stimulator Program (SSP)
• Events/activities that drive sales growth and market share
• In conjunction with FMS or JMA
• Dollar values assigned to each event
• Offer significant incentive and motivation for conversions to
your products.
• Use AD Rewards promotions to fast track new or high margin
products.
17

18

PROGRAM OVERVIEW
TOOLKITS
ADDITIONAL TOOLS
VERTICAL MODULES

Commercial & Industrial
Your Guide to 2016 C&I Sales:
Trends–Programs–Products–Tools
Reports are showing
that the commercial and
industrial sector is on
an upward curve and
gaining momentum from all fronts.
Mechanical Connectors: Focusing on
Major Product Line Additions and
Enhancements for 2016
The trend toward safety-enhanced mechanical connectors
and the increased installation of flexible (fine-stranded)
conductor are at the forefront of many OEMs and electrical
contractors. Our recently launched VERSIPOLE TM
Configurable
Series Distribution Blocks and the upcoming launch of our
UNITAP TM
Flex line are ideal for meeting these demands. The
added Finger-Safe models in our VERSIPOLE TM
distribution block
offering are of particular interest to many end users as they
provide added safety benefits over Open Style blocks. All new
VERSIPOLE TM
Configurable Series Distribution Blocks are UL
Listed for use with flex conductor, providing users with ultimate
versatility.
Our imminent release of the UNITAP TM
Flex line will also provide a
higher level of flexibility as they too will be UL Listed for use with
flexible conductor. When product labels and/or stuffer sheets
are long gone, the color-coordinated conductor and screw port
caps embossed with wire-sizes, and wire-class, and installation
torque, improve safety by eliminating guesswork in the field and
ensure a properly installed connection.
New VERSIPOLE TM and UNITAP TM products will set us apart from
our competition. Our distribution blocks contain features and
benefits not offered by other manufacturers. We will continue
to develop and introduce other configurations over the next
couple of years to expand the portfolio even further. With the
introduction of the UNITAP TM
Flex line, we will have 3 variations;
the Black UV-rated, Clear non-flex, and shortly the Clear flex and
code-rated — a comprehensive offering that will be unmatched
by our competitors.
We will be developing Product Focus materials that will include
brochures, advertisements, flyers, videos, and/or PowerPoint
presentations for various mechanical connector product lines.
These selling tools will increase market awareness, promote
features and benefits, enhance product knowledge and help
position the BURNDY brand at the forefront.
Keep in mind that many of our mechanical connectors are
good supplements to other product lines and vice versa. When
discussing the use of a VERSIPOLE TM
Configurable Series
Distribution Block in an electrical panel at an OEM, make sure
to mention the BURNDY lines of cable ties, small terminals,
aluminum and copper lugs, medium and large HYDENT, TM
neutral bars, bus bar, braid, grounding products, etc. There
are thousands of connectors at your disposal and we have the
ability and capability to custom design, develop and manufacture
many others. The BURNDY team is strong and we are here to
support your successful sales effort.
20

Small Terminals: 2016 Will Be a
Year of Getting Back To Basics
With Small Terminals
We are seeing an increase in demand
for small terminals in the aerospace
industry. Aircraft manufacturers are
forecasting increases in the production
of private, business and commercial aircraft over the next
several years. This trend has increased the requests for higher
performing connectors suited for wire sizes of #22 - #10. Higher
temperature, vibration-resistance and improved insulation are
just a few of the characteristics manufacturers are seeking.
We currently have a full line of small terminal products designed
to satisfy the requirements of aircraft manufacturers and other
demanding industries such as military and nuclear. A number of
terminals in the Small HYDENT TM family meet Class 1 and Class 2
requirements of military specification SAE-AS7928. Additionally,
BURNDY complies with the Quality Assurance Criteria of the
Nuclear Regulatory Commission (NRC) Title 10 CFR50 Appendix
B and offers connectors that meet the class 1E critical circuits,
as established by the NRC. We have countless connectors that
meet Boeing specifications, and for certain items, BURNDY is the
only approved Boeing supplier.
Over the past year, we conducted numerous tests involving
nickel-plated connectors aimed at meeting higher temperature
applications being requested by our customers. For the first
time in over thirty years, a number of engineering resources
were devoted to develop new small terminal configurations
manufactured in-house that meet specific requirements of an
end user. These efforts demonstrate how testing and engineering
are just a few of the resources available to you as tools to help
gain acceptance and spec position at the end user level.
In 2016, we will be launching a program to assist in the
development of new small terminal configurations that help
meet unique applications in the market place. Our small terminal
strengths lie within our high-quality, robust connectors that
meet stringent end user demands and we want to build on this
strength. The BURNDY brand, known for its quality, has also
helped us increase sales within our line of commercial and OEM
grade small terminals as well.
Our ongoing efforts to expand into new markets have born fruit.
Several years ago we were successful at converting the boat
manufacturer Sea Ray from T&B terminals to our OEM grade
terminals by matching their cost and quality requirements with
the correct line of connectors. This effort continues today and we
have a marine specific brochure in place and are working on a
marine-specific catalog.
We have enjoyed great successes over many decades at meeting
or exceeding customer expectations by providing them with
small terminal products that satisfy their needs. We see 2016 as
a year filled with opportunities to continue on this path all leading
to Success through Teamwork!
Medium & Large Terminals: Providing
the Best Tools For Your Success
The wind, solar, telecommunications and data center
markets will be the target as intelligence from our collective
field sales force and market projects indicate these areas
to be the strongest for growth potential in 2016. Because
these are project-based markets, we need to seize opportunities
quickly. We are arming the field sales force by providing tools.
For the telecommunications market, we will be finalizing a new
telecommunications catalog in Q1. This market-specific catalog
will be issued as a PDF initially based on feedback and interest.
A printed version may be distributed. The catalog will be a great
talking point when visiting customers and shows our continuous
support for that market.
(continued)
21

Commercial & Industrial (continued)
We see 2016 as a year
filled with opportunities
to continue on this path
all leading to Success
through Teamwork!
Also available in Q1 2016 will be our online compression
terminal configurator. The configurator will allow anyone with
internet access to select a series of criteria and have the
configurator display the connector(s) based on those criteria.
The results of the configurator can be easily exported to Excel,
will provide a direct link to the PDF sales drawing or online cut
sheets, and allow for custom configurations.
UNIRAP, TM
Cable ties, Cold Shrink, Heat
Shrink, PENETROX TM
and Hardware:
Your 2016 Guide with Trends,
Programs and Products
2016 will be a year of getting Back To Basics with our
UNIRAP TM
Cable Tie and Accessory product lines.
We are working on ways to increase demand for our UNIRAP TM
cable ties as well as our Cold and Heat shrink applied splices.
Aircraft and Marine manufacturers are forecasting increases
in the production of private, business, and commercial aircraft
over the next several years. This increased focus will allow us to
enhance our current offering and provide new ways to integrate
our wire management systems.
We have a full line of UNIRAP TM
cable ties, shrink-applied splices
and hardware designed to satisfy the requirements of all types of
transportation manufacturers as well as many other demanding
industries. For UNIRAP, TM
a number of our cable ties already meet
the requirements of the military specification SAE-AS23190A.
We also have an offering of plenum rated ties. Over the past
year, we have introduced several new projects and tools to
create a higher awareness of the wide variety of cable ties and
accessory items we have in this line. With the addition of several
new products launched in 2015, the grass-roots effort in the
Marine industry is gaining ground.
In 2015, and continuing in 2016, we will be providing programs
to assist in raising brand awareness for both the UNIRAP TM
product families and Cold Shrink / Heat Shrink products. Also in
2016, we will be introducing sales tools such as our UNIRAP TM
Learning Module and an improved product specific catalog. Both
are intended to increase product knowledge and awareness. We
will continue to focus in 2016 on Marine growth.
We are also very excited to enter a new product arena with
our Cold Shrink applied splice products. This will provide a
brand new area to complement our existing line of heat shrink
products. In addition to all of our cable ties and shrink offerings,
don’t forget to mention to your customer other accessories such
as PENETROX ȚM
hardware and hardware kits.
PENETROX ȚM
an oxide inhibitor compound is used in a variety
of application with copper and aluminum connections. This
product is used with compression and mechanical connection,
as a lubricant to reduce galling and seizing with a wide range
of temperature capabilities. With these efforts and new product
offerings we will obtain Success through Teamwork!
Jacqueline Sylvia
Director, Commercial Hydent Products & Accessories
22

Grounding
Your Guide to Grounding Sales in 2016:
Trends–Programs–Products–Tools
Setting the stage is the trend toward an ever-increasing
awareness of the need to properly ground and bond. This
trend translates into opportunities on every sales call you’ll
make during 2016! We’re also ready to meet the needs of
other industry trends including an increasing array of tin-plated
products and those products specifically tested for copperclad
steel and Copperweld ®
wire. We’re poised to stay ahead
of the need to address issues of theft prevention as well as our
customers’ efforts to provide high security environments at
substations and critical facilities such as data centers.
As we continue to expand the breadth of products and
services, you’ll see some exciting new offerings in 2016
including the SUPERBUG TM
Power and Grounding Connector.
Combining the features of a split bolt, SERVIT POST, TM
terminal
and splice, the SUPERBUG TM
does it with an all-in-one connector
style. This is an exclusive BURNDY product and will be a staple
part of every electrician and maintenance person’s toolkit. We
promise, only Mr. Potato Head ®
is more versatile!
Another game changer for your 2016 strategy will be access to
the full thermOweld ®
line of lightning protection products as well
as a dedicated Lightning Protection Designer/Estimator based
in the Tulsa office. The LP Estimator/Designer resource is a
tool for you to use to break into the lightning protection market
in your territory. This resource will allow us to quickly review
drawings, interact with the end users and installers regarding
any questions and provide a complete bill of material.
Also new for 2016, is the introduction of our Grounding Take
Off Program. Now you can easily help our customers determine
the right products to use on grounding projects based on a
drawing review from our Chennai-based engineering team. You
can use this tool selectively within your territory where it makes
sense for BURNDY to help with the original take off effort.
An exciting and dynamic year
is ahead for opportunities to
sell grounding products.
Expanding our reach further into international markets and
customers using metric conductors, the 2016 Metric Grounding
Catalog is available in electronic version to help match the
BURNDY line of grounding products with metric references to all
product types.
Don’t forget to add the full line of BURNDY ®
braid and jumper
products to your area of high-growth potential for 2016. Braid
business has spiked dramatically in recent years, prompting a
range of improvements in our process response times, delivery
times and broadness of product offering. This piece of business
continues to be a gold mine for several sales folks. Make sure
you’re a part of the braid success stories in 2016.
Finally, please continue to rely on all the resources available to
help you grow your grounding business in 2016. Since grounding
products are usually installed first on a project, an emphasis on
selling grounding related products will help ensure you are part
of the sales opportunities for the rest of the project, all leading to
Success through Teamwork!
Peter Therrien
Senior Product Manager, Grounding Products
23

Tooling
2016: Meeting Customer Demands
Reliability, ergonomics,
availability, price and
service are the recurring
demands customers have
placed on us over the past few
years when considering tool
purchases.
They want it all and we’re sure
they’ll want it all again in 2016.
We recognize these demands and
continue to implement initiatives
to address them.
Reliability
Over the last 2-3 years we have significantly increased our
CAPEX spend on high-end CNC equipment to maintain very
tight consistent tolerances on all machined components.
This results in tools with increased reliability and more “work
time” in the field. Additionally, we are redesigning our printed
circuit boards to meet new standards and make them more
robust under varying conditions. More to come as the products
are released in 2016.
Ergonomics
Big and heavy used to mean “robust.” Now they mean
repetitive stress injuries leading to medical claims. We’ve
reduced the weight of our PAT46 and now we are tackling the
size and weight of our PATMD series. Next in line will be a
redesign of our PAT750 series. Look for it in Q4 2016!
Availability
In 2016, we’re recommitted to NEVER run out of U/W
dies and PAT tools. We got our wish for CAPEX equipment in
Littleton and are in the process of bringing them all online and
programmed before the end of 2015. We recognize that we
missed the mark (a little) in 2015, but are now committed to
respond to your needs and those of customers who wait until
the last minute to buy tools!
Price
We continue to release new products at competitive,
market-based prices. You will see evidence of this with our
new launches in 2016. Additionally, we will provide you with
a Tooling Distributor Pricing program enabling you to guide
your customer to better pricing through their achievements in
incremental growth and stocking.
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New Product Development
• Updated new Pole Cutter/Crimper
• NEW Lightweight LPHT Pole Saw
• Next-Gen PATRIOT ®
PATMD
• SMART Battery Tool
• PATRIOT ® tools compatible with Makita 2.0, 3.0,
4.0 and 5.0aH battery platforms
• PATRIOT ®
PATMD Dieless Tool
• PATRIOT ®
PAT644LI (expanded to 1000 kcmil)
Service
We will continue to invest in the great services offered by our
sales segment managers and tool repair team in terms of
application help, seminars and training. We are also committing
to get new demo trucks to the field sales team in 2016 –
assembling a focus team to identify your needs to arrive at a
design that works. Thank you for all your support in 2015.
Good selling in 2016!
We will continue to
invest in the great
services offered by our
sales segment managers
and tool repair team
in terms of application
help, seminars and
training.
Daniel Owens
VP Utility and Tooling PLBT
25

Utility
2016 Goal: Focus on Communication,
Training, NPD and Specification Support
• Provide a utility calendar of shows, demonstrations, etc.
We all know that 2015
has been a challenging
year, but one thing
has remained the same — the
professional level of support you’ve
provided to your customers.
This support has enabled us to “stay the course” and
position ourselves for growth as we enter 2016. It is our
mission to enhance your hard work by providing you new
products, field support and a communications plan which
will enable the utility team to capitalize on a variety of
fronts that will make us all successful.
In short, here’s the plan:
Enhanced Communication
We will establish a “Utility Community” on The Wire.
The purpose of this community will be to provide a forum for
utility-focused discussions, present and exchange information
and enhance our utility acumen across the team. More
specifically:
• List all major IOU/public power project opportunities by field
sales representative (FSR), account, product, etc.
• Create an FSR forum to keep everyone in the loop, including
competitive activity, NPD ideas, success stories, etc.
• Post training presentations, photos, videos, etc.
• Add other subject matter suggested by you
• Note: We are looking into a downloadable icon that can be
added to your smart phone that will provide you with easy
direct access to the “Community” while on the road.
New Product Development
New product development is critical to advancing our
market share gains, customer relationship development
and leadership status within the utility market. In 2016, look
for the launch of the following new products:
• Mechanical In-Line Switch – Offering customers a
“mechanical” wedge alternative to “fired-on.”
• SMART Clamp – No one in the industry has anything like this!
More information to come in January 2016.
• ACCC Lean – A simplified, low-cost solution for ACCC
conductor termination.
• Rigid Spacer Line Expansion – More sizes and more
information to follow.
• Cu FASTAP TM
– Expanding upon a GREAT idea to customers
with a copper solution.
• Underground VISIFAULT Fuse Cover Assembly – Innovative
solution for underground applications.
• Reducers/UNISPLICE TM
Expansion – Gaining in popularity as the
reliability of “automatics” is scrutinized.
26

Field Application Support and Training
As many of our seasoned field sales folks know, the technical
product and application knowledge required to be successful
in the utility market is daunting and seemingly endless.
To help, we look to implement a few changes:
By working together
as a team, we aim to
broaden our reach and
expand our successes.
• The role of IMPLO ®
Project Managers Bob Carr and Gary
DiTroia will be expanded to include ALL utility products. They
will be available to support you for sales calls, seminars,
training, etc.
• Launching new specification initiatives – Product Managers,
Bob Carr and Gary DiTroia are all driving to support your longterm
strategic efforts for BURNDY specification approvals at
IOU’s and Public Power.
• We are producing more training videos including installation,
products, applications, etc.
• We are creating Webinar training sessions on substation,
transmission and underground products.
By working together as a team, we aim to broaden our reach and
expand our successes. Your input is critical to that success. We
look forward to serving your needs in 2016.
Daniel Owens
VP Utility and Tooling PLBT
27

Wiley
Your Guide to Wiley Sales in 2016:
Trends–Programs–Products–Tools
The solar market is
a fast-evolving industry
whose trend focuses on
systems and products
that are quick and easy
to install while still having ability
to withstand all environments.
The rapid acceleration of the
solar market enables you to
explore new opportunities on
every solar call in 2016!
Growth and innovation defines the Wiley product line.
Wiley is the most recognized brand within the solar market
for bonding, grounding and wire management products.
Wiley products have an industry wide reputation of being
cost effective with high quality patented designs, and
proven technology that provides long-term reliability and
performance.
The solar market and the Wiley product line represent
significant growth opportunities for both incremental
and increased sales in 2016. The Wiley “Back To Basics”
strategy for 2016 will focus on providing you with a
comprehensive toolkit filled with new products, marketing
materials, and services designed to help you accelerate
your sales and exceed quota.
Know your audience
You can find comprehensive market specific databases
showcasing major solar electrical contractors/developers,
solar module manufacturers, and solar racking/mounting
manufacturers on SharePoint. Based on the type of business,
key targets will require different solutions. Understand your
target customer’s current requirements, needs, and wants.
Tailor your sales strategy using the various tools in the Wiley
toolkit as well as with the support of the Wiley team.
Be prepared
Educate your customers to understand the true value of
Wiley products. Explain how Wiley products and services can
provide value with high quality, quicker and easier-to-install
products than competing technology and brands. Be helpful,
make meaningful recommendations and suggestions, provide the
customer with the information they need to make an informed
decision. Practice the “try before you buy” approach. Research
also shows that people retain 20% of what they see, 20%
of what they hear, and 50% of what they see and hear. The
use of visual aids from the Wiley marketing toolkit can have
a massive impact and will allow you to get product into your
customers’ hands.
Stay in touch
The solar industry is fast moving and constantly changing.
Therefore, staying in touch with key customers is critical.
Solar companies are continuously updating their systems and
designing new systems. Again, staying in constant contact is
vital. Frequent follow-ups are an extremely effective way of
advancing and building your relationships, developing trust
and gently leading your prospect to a purchasing decision that
includes Wiley products.
28

Wiley Market Tool Box—Always Improving and Evolving to Ensure Your Success
• Comprehensive sales, product
management and engineering
support
• Constant flow of new products
scheduled to launch throughout
the year
• New Wiley product catalog
• New Wiley solar solutions
brochure
• Product sample rings
• Product demo kits (Mini Rails
and Wire Management kit)
• Distributor counter banners
• Header Cards
• Pop-up show banners
• Updated Wiley website
• Wiley training videos
• Market specific data bases on
SharePoint (racking, module,
contractors)
Understand your target
customer’s current
requirements, needs,
and wants.
Wiley has a comprehensive line of ever expanding products and
services that provides a wide array of sales opportunities. We will
continue to grow our breadth of product and services throughout
2016 bringing you the best, low cost, highest quality solutions
in the solar market. You will see an impressive expansion of our
integrated bonding line of clamping devices and patented WEEB ®
washer technology, wire management solutions, braid offerings,
and ACE conduit boxes. Wire management, braid, and integrated
bonding line of products will continue to be high growth areas for
Wiley in 2016.
As UL 2703 Listing requirements grow, we will continually
expand our UL 2703 Listed product offerings and UL 2703
testing capabilities. Having a UL 2703 DAP certified lab allows
us to conduct the necessary grounding and bonding testing
in house, a step ahead of our competitors’ capabilities and
advantageous to our customers.
Please continue to maximize all of the Wiley tools and resources
available to you. Our team is dedicated to helping you grow your
Wiley business in 2016. Wiley will continue to expand our vast
array of products and services allowing you to capitalize on all
sales opportunities. Don’t forget to bundle other BURNDY product
offerings into your Wiley sales opportunities — leading to the
ultimate advantage and Success through Teamwork!
Craig E. Lawson
Director, Business Development, Renewable Energy
29

Connector Manufacturing
Company (CMC ® )
Your Guide to CMC ® Sales in 2016:
Trends–Programs–Products–Tools
Since the acquisition
by BURNDY in 2013,
CMC ®
has experienced
incredible growth in
both the Utility and
Tier 2 OEM markets.
This growth has been driven in large
part by the teamwork between the
CMC ®
and BURNDY sales teams to
identify opportunities within their
respective market, and close those
opportunities utilizing whatever
resources necessary.
This aggressive approach will need
to continue in order to bring home
similar results in 2016.
Utility
The key to success in the utility market for CMC ®
is working
with the Overhead and Underground standards groups and
getting approvals at the Investor Owned Utilities. Since
moving this line to the BURNDY Sales Force, we have been able
to target select IOU’s with specific CMC ®
products with great
success — averaging double digit growth over the past three
years. It only takes one conversion to make a big impact.
EXELON
Tom Banghart, Clayton Gertz, Craig Morris, and Barry Baker
worked together in 2013/2014 to gain approval on cross
arm braces at all locations of Exelon. It required travel to all
locations, providing samples, test data, etc. The process took
over six months to complete. As a result of the success with
cross arm braces, we have been able to pull through additional
products like pad extensions and submersible connectors. We
have transformed this end user from essentially $0 in sales in
2013 to a forecasted $350K in 2015.
We challenge each of you to identify a product line at CMC ®
in
2016 that is not approved at each of the IOU’s in your respective
territory. Reach out to Barry Baker in an effort to get those
products approved at your end customer. Come snow, rain, sleet,
or hail, we will work hard to help you in this process. We are
committed to helping you in this process and will make whatever
resources that are available to us to help make it happen. Our
goal is to make sure each of you is rewarded for your efforts.
You simply have to make the phone call!
Tier 2 OEM
2015 was the first full year we transitioned the Tier 2
OEM accounts to the BURNDY Sales Teams. The goal was
explosive growth as a result of the significant investment in the
form of commissions. We didn’t have a substantial number of
conversions, but enjoyed incredible success by closing on a few
larger ones and exceeded even the loftiest of expectations by
growing this segment by 42% in 2015 — growing sales over
30

$1M dollars. 2016 is setting up to be an even bigger year with
a multitude of OEM opportunities in the hopper. Each of you
have OEM’s in your territory that need to be identified. Similar
to Utility, the key to success is working with that end customer
and explaining the value proposition of working with CMC ®
and
driving that business through distribution.
IEM
IEM was identified by BURNDY Salesperson Jim Pallari at
the end of 2014 as a prospective Tier 2 OEM customer. They
are a manufacturer of switchboards and panelboards located
in San Francisco. They were using Ilsco product from a local
distributor. CMC ®
partnered with Gexpro on this account and
worked together on getting approvals on all the neutral bars and
lugs used by IEM. We were able to leverage Gexpro’s inventory
management system with the CMC ®
portfolio of products. This
resulted in a win for both CMC and Gexpro. YTD, we have sold
$220K in new business on lugs and neutral bars with this
customer and project this account to be worth $300-400K
annually in 2016.
The key to success is
working with that end
customer and explaining
the value proposition of
working with CMC ®
and
driving that business
through distribution.
The CMC ®
OEM team is here to help you with any and
all opportunities!!! Please reach out to us with any and all
conversion opportunities in 2016!!
Nick Moraitis
CMC Vice President of Sales & Marketing
31

thermOweld ®
Your Guide to thermOweld ® Sales in 2016
During 2016, it is our goal
to significantly increase
sales of thermOweld ®
products in the different
markets that we serve:
telecommunications, utility, wind,
solar and utility.
We encourage you to continuously promote and sell
thermOweld ®
core products: exothermic weld metal,
graphite molds and accessories. The premise is to use the
relationships you have with your loyal local distributors who have
been selling BURNDY products for many years and convince
them to also stock thermOweld ®
exothermic core products. We
will support your efforts to monitor the stock levels and make
sure your new distributors start moving the product they put on
their shelves on a monthly basis.
The thermOweld ®
Ground Bar product line is another core
product to also keep in front of your customers at all times.
Our state-of-the-art machinery in Tulsa is capable of producing
specialized hole-patterns, even while we remain competitive in
the standard telecom and BICSI standard configurations.
In 2016 we will launch a significant major improvement
to our EZ Lite Remote ®
battery unit. This second generation
advancement will allow the use of the same rechargeable battery
(lithium-ion) that your contractor is currently using with the
standard BURNDY ® PATRIOT ® tools. The on/off switch will also
be improved to minimize the risk of battery discharge when the
battery unit is in storage. Our engineering department in Tulsa
and BURNDY India are working diligently to have these changes
ready as soon as possible.
Another major change in 2016 will be the new and improved
approach to the thermOweld ® EZ Lite Remote ® system. The
new technology, developed in Tulsa, will help your contractor to
simplify pouring the weld metal on the graphite mold without
losing the ability to ignite either with the standard flint igniter or
the EZ Lite Remote ® ignition stick. During the first half of 2016
we will be in contact with you to conduct customer surveys with
selected end users. Stay tuned!
Last year, we successfully increased sales of the thermOweld ®
UL Listed Lightning Protection (LP) product line. This year, we
will improve our offer with take off services on LP projects using
our dedicated Lightning Protection Designer/Estimator based in
our Tulsa office. This new resource will support your efforts by
reducing our quote time and interacting with the contractor or
engineering firm to answer specific technical questions on a case
by case basis.
We at thermOweld ®
are constantly striving to improve our
customer service each and every day. We look forward to
working with all of you and supporting your sales and promotion
efforts on thermOweld ®
core products.
Gabriel Rossainzz
Director Sales Electric, Continental Industries
32

As we focus on Back To Basics, let us
not forget our foundation. Hold those
founding virtues, the BURNDY culture
and traditions to grow our business to
new levels in 2016 and beyond.
Stewart Gale
One Plan, One Team, OneBURNDY
BURNDY Firsts
• First Mechanical Connector
• First Network Underground
System
• First in Copper Compression/
Hydraulic Tool
• First Oxide Inhibitor
• First Dieless Tool
• First Mechanical Connector for
AL/CU UL Applications
• First Service Entrance
Connector
• First Compression Grounding
System
• First Full Tension Single Sleeve
33

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© BURNDY LLC, 2015