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December 21, 2021


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Security and fire excellence awards

ADI – On why 2022 is set to be its most successful year yet  

IFSEC Global catches up with Michael Lawrence, Regional General Manager for Northern Europe at ADI, to discuss the company’s recent Distributor of the Year Award win at the Security and Fire Excellence Awards for its security, fire and pro AV distribution.

Michael Lawrence, Regional General Manager, ADI

ADI in the UK and Ireland currently serves over 7,500 customers, offering over 4,000 products, across more than 260 fire and security brands.

Speaking on the company’s recent award win, Regional General Manager for Northern Europe, Michael Lawrence says: “We were thrilled to receive the award for Distributor of the Year for the third consecutive year, it’s testament to the hard work each and every member of the team puts in.

“In a challenging year our team adapted to working in a different environment whilst ensuring the needs of our suppliers and customers were met.

“The SEA awards are a fantastic event to be a part of and so great for the industry to get together and celebrate. We are all hoping in 2022 more events can take place with a change to meet again face-to-face.”

ADI Global also provides extensive project support services which aid clients and end users to increase competitiveness, support critical supply-chains and deliver large projects in testing conditions.

Michael states: “Last year, supply chain issues affected by a global pandemic, and tankers blocking the Suez Canal, meant planning and managing customer expectations was key in 2021. At ADI the strength of our product range meant that customers have greater options so, where possible, we traversed the supply chain issues.

“In the UK our teams have adapted fantastically to working from home and, when normality does return, hybrid working will give our teams the flexibility and balance to perform at their best.”

Working across a variety of sectors means having a sales team who are fully trained and knowledgeable in their subdivisions is crucial for ADI.

Michael comments: “Having the best and most knowledgeable team, who can take customer requirements, guide them through the products, and support them in finding the right products to meet their needs, is fundamental to the service we offer.

“Our staff benefit from training from the ADI University, an internal training program that ensures our team are kept updated on all the products we offer, whether they are based in our branches, online, or part of our UK sales team.”

As time goes on, ADI are seeing a growth in the number of customers looking to utilise products from across multiple categories, combining security, fire and AV.

“For our clients, we are seeing a greater utilisation of products across the categories, for instance, our Smart Home offering enables the combination of products across fire, access, video and intrusion”, says Michael.

He concludes: “With new vendors and new technology led products coming online this year also, 2022 looks to be an exciting time at ADI.”

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