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Client: MAES Group · Industry: Electrical Equipment Distribution · Country: United Arab Emirates (Dubai)
Overview
MAES Group is a Dubai-based distributor of electrical infrastructure. It is the UAE partner for Lectrobar (busduct systems, LV/MV panels and fuses) and Bahra Electric (cables, transformers, busways, wiring devices and cable management), and sells to contractors, developers and consultants working on UAE projects.
The business was growing on email, Word and Excel. Wanas Apps delivered three things together: a complete brand identity, a bilingual website that captures quote requests, and a Zoho One setup that moves the whole quotation cycle into Zoho CRM.
The Challenge
Every sale at MAES follows the same B2B cycle, and all of it lived in inboxes and documents:
- A contractor emails an inquiry with a bill of quantities, single-line diagrams and drawings.
- MAES sends a request for quotation to the vendor — Lectrobar, Bahra Electric, or both for the same project.
- The vendor returns a priced bill of quantities and a voltage-drop calculation.
- MAES applies its markup, rebuilds the quote in Word, exports a PDF and emails it, often with company documents for a new client.
- Revisions follow as routes change or copper prices move, and quote numbers drift between formats.
The result was slow quoting, inconsistent numbering, vendor costs and margins kept in spreadsheets, and no single view of which deals were live. There was also no brand system: a logo, but no guidelines, no website that could take a request, and no email setup on the company domain.
The Solution
1. A complete brand identity
We redrew the MAES logo as clean vectors and built the full identity around it:
- logo variants for every use (navy on white, white on navy, horizontal and stacked), in vector, PDF, EPS and web formats
- a disciplined palette (one navy plus supporting greys and a screen-only accent) and a typography system for English and Arabic
- a brand guidelines book covering logo use, colour, type, partner co-branding, social media, merchandise and the website
- a ready-to-use branding kit: social images sized for each platform, app icons, merchandise designs and website mockups
2. A bilingual website that turns visitors into quote requests
maes-group.com now presents MAES and both partner lines in English and Arabic, with pages for Lectrobar, Bahra Electric, the company and contact. It is built for search and AI assistants from day one: bilingual sitemap with language alternates, structured data, FAQ and an llms.txt file.
Every product page can open a quote request pre-filled with that product. Requests are validated, protected against spam and rate-limited, stored securely and emailed straight to the sales team, so no inquiry depends on someone checking a contact form. The site runs on Cloudflare's edge, so it loads fast across the region. (See our web apps service.)
3. Zoho One on the company domain
We set up Zoho One for MAES on its own domain, with company email in Zoho Mail and properly authenticated sending (SPF, DKIM and DMARC), so quotes and follow-ups arrive from maes-group.com and land in inboxes, not spam.
4. The quotation cycle, rebuilt in Zoho CRM
We designed the CRM around how MAES actually sells:
- Projects group the contractors bidding the same tender, each with its own Deal
- Vendor RFQs track what was asked from Lectrobar or Bahra Electric, line by line
- Quotes carry a consistent number and revision, the marked-up client price, and the vendor cost and margin in fields only management can see, never on a client document
- a 57-item product catalogue across both brands, and both vendors with their contacts
- Orders for won deals, with payment milestones, deliveries and copper-price (LME) variations tracked on the order
Before go-live, we went through MAES's mailbox and quotation files and loaded the history into CRM: 147 past quotations linked to 93 deals, with the original PDFs attached. The team started on day one with its real pipeline, not an empty system. (See Zoho customization.)
5. Zoho Books, ready for billing
We structured MAES's chart of accounts in Zoho Books so the accounts match how a distributor buys from vendors and invoices contractors, ready for orders to flow from CRM to billing.
The Results
- One brand, everywhere: a consistent identity across the website, documents, social media and merchandise, documented in a guidelines book the team and its suppliers can follow.
- A website that sells: a bilingual, search-ready site where every product can turn into a quote request that reaches the sales inbox immediately.
- Quoting without Word: inquiry, vendor RFQ, markup and client quote live in Zoho CRM, with consistent numbering and margins kept private.
- History preserved: 147 past quotations and 93 deals moved from email into CRM, so follow-ups and repeat business start from real data.
- Professional email on the company domain, authenticated so it gets delivered.
Why it matters for distributors
A distributor's margin lives in the gap between the vendor's price and the client's quote. When that gap sits in spreadsheets and email threads, quoting is slow and margins leak. Putting vendor RFQs, costs and client quotes on the same deal in Zoho CRM, behind the right permissions, makes every quote faster and every margin visible to the people who should see it. Read more about how we work with manufacturing and supply businesses.
Building a distribution business on Zoho?
Whether you need a brand and website, a Zoho One rollout, or a CRM built around your vendor and quotation cycle, book a free consultation and we'll map it with you.