Bill Marshall Sales Consulting1025

People On the Move - March 25, 2022 Update

March 24, 2022
Bill Marshall is back to work with his new consulting business.

Sales Management Performance Consulting (Ridgewood, NJ):

Bill Marshall  (photo above) has established a new sales consultancy firm to help electrical manufacturers and distributors enhance market share and develop new marketing and management capabilities.

Marshall, a well-known industry veteran who spent 26 years with Leviton in an electrical career that spanned more than four decades, says his new company, Sales Management Performance Consulting (SMPC), Ridgewood, NJ, will help clients “build strategy formulations that increase the value of key relationships and assist with talent management planning and critical skills development.”

A press release announcing the launch of SMPC said that during Marshall’s 40-plus years in the electrical wholesaling industry, he delivered consistent and predictable sales results above market growth. Marshall is a recipient of the prestigious Edison Report Lifetime Achievement Award, presented annually to individuals who have made outstanding contributions to the lighting industry over their careers. For more information contact the company's marcom department at [email protected].

Crawford Electric Supply (Houston)

After more than 46 years in the electrical distribution business, Kenny DeLaune announced his retirement from Crawford Electric effective March 31. He has led the company’s Louisiana business for almost a decade. Delaune will continue working with and on behalf of Crawford on a contract basis.

In conjunction with his retirement, Michael Ringe will be promoted to area manager with responsibility for Crawford Electric’s Louisiana business. He joined the company in 2013 as a branch manager in Baton Rouge and after growing the business was promoted to regional business manager.

Keystone Technologies (Lansdale, PA)

Gene Lindemann was promoted to VP of sales–ESCO channel. Lindemann, a longtime veteran of the lighting and electrical industries, joined Keystone as ESCO sales manager in 2015. In his new position, he’ll be providing increased supervisory expertise to the ESCO team, including training staff, logistical planning and overseeing territory managers.

WAGO (Germantown, WI)

After six years as a regional sales manager in Canada for the Alberta, Saskatchewan and Manitoba territories, Tyrone Visser is WAGO’s North American business development manager for IIoT and Linux.



Randy Goldrick, former president of the National Association of Electrical Distributors (NAED), passed away on March 12. According to a post on NAED’s, the resident of Southport, CT, and husband of Cynthia (Cynnie) Bone Goldrick of 65 years was born and raised in Rhode Island, son of the late James and Mary Reardon Goldrick. He graduated from La Salle Academy and the University of Connecticut, class of 1956. He then served his country in the United States Army, stationed in Germany until 1958.

Goldrick’s electrical career began with the Edwards Co. and then with Hubbell until 1969. He spent 28 years with NAED and retired in 1996. After retirement his obituary at and in the Connecticut Post said he helped launch the Vineyard Vines Golf Pro Shop Division, where he worked until the very day he passed.

He is survived by Cynnie, and their daughters, Pamela Koss (Jud) of Southport, CT; Patti Gormley (Larry) of Rye, NH; Jamie Reynolds (Stephen) of Amelia Island, FL; and Jenny Fahrman (Keith) of Long Valley, NJ, 14 grandchildren, and two great-grandchildren.

Although Randy and his ad sales team at TED magazine competed with Electrical Wholesaling for advertising dollars for many years, you could always count on him for a smile, handshake and good story when you saw him around the electrical circuit. The EW staff sends along our condolences to the Goldrick family.


Thomas Wiltrout, founder of Wiltrout Sales, passed away peacefully on March 13, after a fight with cancer that spanned over 20 years. Wiltrout started in the industry as a purchasing agent with Burnstine’s Distributing Corp. in 1973. From there he began his career as a rep in 1976, working first as an outside salesperson for other agencies before starting his own agency, Wiltrout Sales, in 1984 with his wife Margaret in the spare bedroom of their home.

Soon after starting Wiltrout Sales, he saw electrical reps needed professional training and development. To meet this need, he partnered with a group of educators and representatives from other industries to form MRERF (Manufacturers Representative Education and Research Foundation). From those early meetings came the Certified Professional Manufacturers Representative (CPMR) training and designation program, now governed by the Institute for Professional Advancement (IPA).

 Wiltrout Sales is now led by Tom’s son, Tim, who purchased the company upon Tom’s retirement in 2015. Though officially retired, Tom continued serving as a consultant and mentor in the industry while also volunteering in the cancer wards of local hospitals until March 2020.


James R. Austin, founder of Austin Electrical Enclosures, Yadkinville, NC, passed away. He started what is now known as Austin Electrical Enclosures on March 6, 1964 in Greensboro, NC. In 1970, the plant expanded to include the current manufacturing facility in Yadkinville. Austin retired and passed the torch to his five children in 1993.