5 minute read
The New Role of Lighting Sales
from Aug 2025
Cover Photo: Cortelucci Vaughan Hospital in Vaughan, Ontario.
Photo credit: Calvin Lee Photography
Five Years of Change in Collaboration
By Joanne Emer, LC Omnilumen Technical Products
The lighting industry has evolved significantly in the last five years, and the impact on agency representatives has been substantial. Their role has expanded from the traditional position of promoting and selling lighting products to clients, to now being involved in design input, budgets, product customization, inclusion of after-sales support, knowledge and education. Global events have accelerated advancements in science and technology.
Embracing the changes has led to new paths to selling and collaboration.
Changing Project Focus
The COVID-19 pandemic changed the global landscape. People became more mindful of health and wellness. Governments reacted to the need for more hospitals and long term care facilities, and the pandemic highlighted the need for more focused spending on infrastructure for healthcare, schools, and transportation developments.
The lighting industry’s projects changed to focus on these core sectors. Project development included more human centric lighting. Design elements centred on visual comfort, dynamic lighting, smart controls systems, and automation.
Scientific and technological developments were integrated into luminaire solutions. The luminaire’s design and function allowed lighting to improve safety and health, with products like anti-ligature luminaires and UV-C disinfection and sterilization lighting.
Agency representatives faced a challenge, having to quickly understand these new innovations and then share this information with their clients.
Changing Modes of Client Collaboration
As projects evolved, so did the way industry professionals connected to make them happen. Closures of offices and general shutdowns forced us to be in our separate bubbles, and so the adoption of digital tools accelerated, with remote communication becoming the new standard.
The dynamics in specifier offices changed from an almost completely in-person relationship between specifier and agency sales representative to a completely virtual interaction, and then back to a hybrid of both. In-person meetings, design presentations, and site visits were replaced with digital communication programs like Zoom and Teams. Projects were reviewed through screen sharing on collaborative platforms.
Architectural, design, and engineering offices also changed during this time, with the specifiers spending limited time in the actual offices, instead working from home and hotelling their desk spaces when working back in the office. This change in dynamic posed challenges for the agency representative in communicating and reaching all the potential clients during an in-person visit.
The agency representative role evolved to offer lighting as a service in photometric design work and digital presentations. Digital online sales and communication became the new norm, with the adoption of digital design tools, remote manufacturer product presentations and virtual mock-ups. Luminaire product libraries and IES files could be delivered with the click of a button.
The increased use of lighting design software became a collaboration tool. Remote co-design and document sharing were possible through platforms like Revit and BIM 360. Virtual showrooms, virtual lighting visualization programs, and online catalogs all reshaped how products were being presented and sold.
Agency representatives combined traditional promotional methods with more digital content. Being familiar with digital marketing techniques and social media plays a key role in staying connected to clients, imparting product information and content marketing. Agencies often have a specific individual or a team specializing in digital and social media.
Controls Integration and Guidance on Codes and Standards
Increased global attention to climate change and energy consumption has led to stricter energy efficiency standards and building codes. Agency representatives must stay up to date with the latest codes and standards, understanding the complex integration requirements for LEED, WELL Certification, DarkSky and local energy codes, among others. Representatives are expected to guide clients through compliance, suggest sustainable alternatives, and stay on top of regional mandates.
Lighting controls and energy savings go hand in hand. Representatives must understand smart lighting, the internet of things (IoT), PoE systems, compatibility with other building systems like HVAC and security, and networked controls. Knowledge of controls platforms, the analysis functions they provide, and commissioning involved is expected.
Agencies now handle a wider focus and range of products with specialized niches, providing dedicated roles like controls specialists.
Supply Chain Challenges
Representatives act as project managers, helping to coordinate custom requests, finishes, optics, and controls, with multiple manufacturers. Lead times, supply chain issues, and managing client expectations have become more critical.
Over the last five years, the lighting industry has experienced supply chain issues, especially during the pinnacle of the pandemic. Raw material shortages, transportation delays, and factory shutdowns made it difficult for manufacturers to maintain consistent product availability and pricing. Fluctuations in the cost of materials and shipping led to price volatility in lighting products.
After a short period of economic recovery that followed the delays created during and after Covid, the industry now faces the instability of increased tariffs globally. The potential material shortages and price increases are ever changing.
Transparency with clients about potential price increases or delays is paramount. Agency representatives have had to become more adept at managing client expectations, offering alternatives and navigating procurement challenges.
Bridging the Gap
The agency sales representative bridges the gap between the lighting and controls manufacturer and the customer. Building relationships and responding to clients’ needs with product knowledge and technical expertise will cultivate collaboration and sales.
The lighting industry has become more technologically advanced, focused on sustainable design and integration into broader building systems. Agency representatives need to be up-to-date and aware of any technological changes, updates to government standards, and sustainable practices, while having a broad understanding of design and customer service.
It’s a tall order, but those who manage to do so will be able to reap the rewards of successful projects and happy clients.
