Founder & President
2M Electrical Reps
Overview
In 2012, Legrand approached me to rep their Austin territory. I wasn't keen on working inside a large corporation, so the solution was to set up an extension of an existing agency with a buyout clause tied to sales targets — a 7-year goal I achieved in 2. The mandate was clear: be a typical salesman — donut runs, product demos, structured distribution. But in my free time I started going directly to the engineers. I'd assist them in their designs, and in turn they'd specify my products. That approach proved to be an immense success. We've grown from $2M to over $50M in annual sales — nearly 30x — while margins have actually increased. We've achieved over 90% relative market share across our product lines and extended this into a nationwide network of electrical distribution. We're now the national leaders in data center deployment, actively working on 40%+ of all US data center projects. Three-time Circle of Excellence winners, multiple Marketeer of the Year recipients, trusted by Microsoft, Amazon, Tesla, SpaceX, Apple, Meta, CyrusOne, Vantage, EdgeConneX, UT Austin, Texas A&M, and the San Antonio Spurs.
Key Achievements
7-Year Buyout in 2 Years
Legrand's deal gave me a 7-year buyout target. I hit it in 2 and never looked back. That early velocity set the tone for everything that followed.
~30x Revenue Growth, Margins Up
Grew annual sales from $2M to over $50M — nearly 30x — while margins actually increased. Proof that selling on value and technical expertise is more profitable than competing on price.
90%+ Relative Market Share
Achieved over 90% relative market share across our product lines by going directly to the engineers. Assisting them in their designs meant they specified our products — a flywheel that competitors couldn't replicate.
40%+ of US Data Center Deployments
2M is the national leader in data center deployment, actively working on over 40% of all US data center projects. Extended our regional success into a nationwide network of electrical distribution.
3x Circle of Excellence, Multiple Marketeer of the Year
Three-time Circle of Excellence recipients and multiple Marketeer of the Year winners — the highest recognition for performance and impact in our industry.
$25M+ with Elon's Companies
What started as an $870K+ Tesla Gigafactory win — the largest documented Connectrac/Legrand collaboration at the time — has grown to over $25M combined revenue with Elon's companies between 2M and Heye Power, with expectations to double within a year.
The One Number to Call
Built a team of engineers, master electricians, computer scientists, and psychology majors — not just salespeople. Whether it's an installation question, pricing info, specification help, or any other knowledge, there's now only one phone number to call.
Challenges & Solutions
Breaking the mold of a typical rep
The mandate was donut runs and product demos. Instead, I went directly to the engineers — assisting in their designs so they'd specify our products. This engineer-first approach drove 90%+ market share and proved that technical value creation beats traditional sales tactics.
Competing against established reps with decades of history
Couldn't compete on tenure, so built a team of engineers, master electricians, computer scientists, and psychology majors. When customers had a problem — installation, specification, pricing, anything — there was only one number to call. That's a moat no competitor has matched.
Scaling from regional to national
Extended our regional dominance into a nationwide network of electrical distribution. The same engineer-first approach that captured 90%+ share locally proved just as effective at national scale, especially in data centers.
Processes Implemented
01Technical-First Customer Engagement
Every engagement starts with understanding the technical problem before discussing products or pricing. This approach builds trust and positions 2M as a partner, not a vendor.
02Full-Service Offering
From lighting solutions and electrical products to project management and built-to-spec commercial design — 2M offers quality consulting and service across the full spectrum of electrical needs, not just product fulfillment.
03Manufacturer Alignment
Regular deep-dives with Legrand and other manufacturer engineering teams to stay current on product capabilities, upcoming innovations, and competitive positioning.
Lessons Learned
“When Legrand gave me a 7-year buyout target and I hit it in 2, it proved that the engineer-first approach wasn't just different — it was better. Go where the value is created, not where the donuts go.”
“90%+ market share doesn't come from being the loudest. It comes from being the most useful. Help engineers design better systems and they'll specify your products every time.”
“Build a team of experts, not just salespeople. Engineers, master electricians, computer scientists, psychology majors — when your team can actually solve problems, you become the only phone number anyone needs.”
“The network effect is the most powerful force in business. Every strong relationship you build opens doors you didn't even know existed.”
“Margins go up when you sell on value. We grew nearly 30x while margins increased — because customers pay more when you make their jobs easier and their designs better.”
“Landing a client like SpaceX or Tesla doesn't happen because of a cold call. It happens because someone in your network trusts you enough to make the introduction.”
Gallery
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Legrand internal recognition of the $870K+ Tesla Gigafactory win — Nick Merrill & Jason Barrett with 2M called out by name
Legrand internal recognition of the $870K+ Tesla Gigafactory win — Nick Merrill & Jason Barrett with 2M called out by name
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Elon Musk thanking Tesla suppliers — April 2021
Elon Musk thanking Tesla suppliers — April 2021
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The 2M Electrical Reps team
The 2M Electrical Reps team
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Industry trade show presence
Industry trade show presence