CE Pro August 2023 - 40

LIGHTING
I think that's wrong, " he suggests.
Borress thinks integrators need to
become more knowledge about fixtures
than ECs. He does not believe integrators
should be satisfied merely by purchasing
the downlights (and making their margin on
the products), drop-shipping them to the
jobsite, and then letting the electrician do
the installation.
" If you're going to want to supply the
lighting, you have to own the lighting. You
have to own the understanding of the
installation practices of the lighting. If you
don't, everything's going to fall on your
shoulders and you're going to end up having
nothing but headaches, " he predicts.
age adapter rings for voice and data improperly
and blame the integrator's elevation plan.
But if the integrator has full knowledge of the
electrician's role and the challenges he faces,
it can alleviate any animosity.
Travis adds that outside of some power
management products, lighting is usually
the most profitable driver for an electrician's
business.
" Most electrical contractors earn 70% of
their profit on labor and 30% on product, " he
notes. " For an electrician, their big variable is
'Can we get this done in the amount of time
and hours we have allotted.' That means if you
want to start your own electrical business,
it will be a different business model than
custom installation. For me, I think it is easier
to find electricians that have open minds to
work with. The new lighting technology is
intimidating to many electricians. So if you
come in asking to be a partner with them,
they will be receptive. "
Travis says choosing the right vendors is
key. Wipliance, a ProSource member, works
with several vendors engaged with that
buying group. He made sure to be selective,
using suppliers that are not available in
every electrical distribution outlet.
" You want to get great vendor support, and
Lighting can be functional
and add visual flair,
especially to the exterior
where it can light
pathways, masonry
and more.
For example, Borress says if the integrator
is supplying the lighting and programming
the controls, it is vital to understand where
the lights are being placed, just like it is
imperative to know the location of in-ceiling
speakers. The lighting layout, including
the depth of the ceiling and location of the
lights in conjunction with ceiling joists or
automatic fire sprinklers, cannot be left to
the decision of the electrical contractor.
That same level of care goes for knowing
how the lights are mounting and how to terminate
and label the wires, he recommends.
Borress says it's natural for there to be friction
between the integrator and the electrical
contractor at first, especially if the integrator
is supplying the fixtures. He has seen electrical
contractors purposely install the low-volt40
| CE Pro August 2023
get the margins you need to make, " he says.
" If it was easy, then everybody would be doing
it. In lighting, there are a lot of SKUs and
parts you have to learn. No one is just going
to 'give' you a lighting business. "
One way Wipliance avoids the potential
for channel conflict is not to employ a
full-time lighting designer. In some cases,
the Wipliance team will specify fixtures,
especially on projects that have tight
timelines and can't wait for outside lighting
design to be performed. Vendors like DMF
Lighting offer in-house design assistance for
dealers. In other instances, Wipliance uses
third-party designer Light Can Help You. It
also steers its interior designers to that firm
for questions and support.
" Just as important to learning how to work
with electricians, " he advises, " is learning
how to work with lighting designers. " CE Pro
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CE Pro August 2023

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