In this edition of Caplugs All Pros, we’re spotlighting Craig Pfaff, Senior Business Development Manager, National Accounts. Since joining Caplugs in early 2018, Craig has played a key role in evolving how we work with distribution partners, helping create a more collaborative model.
Craig came to Caplugs after nearly 14 years with MSC Industrial Supply, where he gained invaluable experience serving as a National Account Manager.
He began his Caplugs journey as an Industrial Account Manager (IAM) based out of Illinois. “I managed the business in Illinois proper, similar to how our other folks currently manage their territories,” said Craig. “Some individuals have larger regions in multiple states, but I was just focused on Illinois, which was a pretty good-sized territory.”
After two successful years in the IAM role, Craig transitioned into a newly created position that focused on developing partnerships with distributors.
“Management and I started discussing a new role as a business development manager and trying to put a formal position together,” Craig stated. “The goal was to work with distribution partners and shore up that whole process.”
This distributor focused approach paid off quickly— with Craig and his team driving 60% growth with distribution partners between 2021 and 2023.
“We shored up a lot of things that were previously informal in how we interacted with these folks,” said Craig. “I started building specific relationships with some of the key contacts at various partners and generally formalizing the process.”
Building these relationships with partners included everything from annual business reviews and regular touchpoints to joining distributors on customer visits where they can better identify opportunities.
“One of the most challenging things in sales, not just distribution, is access to facilities that we may not currently have,” noted Craig. “When we pre-qualify locations with a distributor, and it makes sense, we can go through these previously unopened doors as a united front and look for business opportunities.”
These collaborative visits not only open doors to new business but can uncover inefficiencies with current customers. “Every time we walk the floor with our partners, we can point out things we can do to better support them and the customer—and it usually works out pretty well.”
On one recent visit, Craig recalls a customer having issues identifying a part that regularly needs replacing.
“This customer had someone on the shop floor bring her some masking parts, the employee didn’t know what the parts were made of and where they were purchased from,” said Craig. “It can be difficult for the customer to manage these things and that’s where the distributor can step in and help, and ultimately connect with us.”
Over the last few years, Craig and the distributors he works with have addressed this type of “nuisance spend” or things that a customer may not want to worry about or be bothered with.
“Distribution partners can help organize and manage these items better than the company can,” said Craig. “They'll have somebody managing vendor-managed inventory, they'll keep local inventory in some cases for high-velocity items, which makes the management of our products much easier for the customer.”
Craig’s current focus is expanding custom product opportunities through distribution—an area he believes has strong potential.
“With custom products, if we can build enough confidence with our internal team and our partners, and pursue customers together, it can be great business for all of us,” Craig noted.
To support growth with custom projects, Craig has developed a dashboard system to track distribution activities and performance across regions.
“My objective through this dashboard and tracker is to provide greater awareness and visibility into what our individual team members are doing and what they’re working on,” Craig said. “This not only helps us communicate better amongst teams but can also help foster more opportunities.”
After coming from a more rigid corporate environment, Craig says Caplugs’ culture has been a welcome change.
“The leadership style here is more to my liking. There are still high expectations of performance, but the scope is more palatable to me, and I’ve really enjoyed it,” said Craig. “I interact great with everyone from our leadership team down to the field sales folks.”
Timing also played a part in his transition to Caplugs and his current role. With his youngest children now in college, Craig has the flexibility to travel extensively and continue building relationships across the country.
“Every time I get a chance to travel with people, it feels like we continue to advance the process,” said Craig. “Most of the folks are very receptive to what we're trying to do with the distributors. I've seen a real level of confidence building with the customers.”
“It’s just been fun,” Craig added. “I’ve enjoyed building out these trackers, understanding how our teams engage, and continuing to tweak and improve how we work together with distributors. It’s been a good ride so far and I can’t wait to see what the future holds.”
In his free time, Craig likes to boat and waterski in the summer, snow ski in the winter, and work on cruising and racing cars. But most importantly, he enjoys spending time with his three kids, one grandson, wife and three dogs.