Dealer Support Summer 2022 by Intelligent Media Solutions

Summer 2022

Issue 323

Small printers. Big opportunities. The Xerox® B and C Series of colour and black & white printers allow your customers to work productively whether at home or in the office. Compact, quiet and easy to setup, these competitively priced printers meet their printing, scanning and workflow needs. Drive business for you and your customers: Supercharge productivity: powerful tools to connect users and improve processes. Secure, wireless printing: built-in Wi-Fi plus AirPrint and Wi-Fi Direct® for easy printing from mobile devices and computers. Collaborate seamlessly and securely: empower teams with easy access to folders and files wherever they are.

Learn how Xerox can strengthen and differentiate your business today at xerox.co.uk/dsbc

inspiring success

COUNTING THE COSTS

Costs are rising across the board - what effect is this having on dealers?

STOP, LOOK AND LISTEN

Simon Drakeford says dealers need to listen and learn if they are to continue to thrive

SALES SUCCESS - ADOPTING THE RIGHT POSTURE

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delivering service

FROM THE EDITOR

To adapt and evolve is key DEALER SUPPORT SUMMER 2022 ISSUE 323 SIMON DRAKEFORD CECILIA PHILLIPS

Summer is finally here! For many this is a time of relaxation away from work but, as you know, for dealers it is important to always stay on the ball. Here is a sneak peek of what you can expect in our latest edition of Dealer Support Magazine - sure to keep you informed and Small printers. Big opportunities. entertained over the summer. The issue starts with data, a subject that companies now realise is becoming increasingly fundamental. We begin by asking how data can help improve business performance. The answer might be Gap Analysis, an indispensable method for assessing your current and potential performance. We then explore the significant but often overlooked, area of receptions. It’s the first thing you see when arriving at a venue and vital for companies to make a great first impression! It’s the job of the dealer to assist businesses in ensuring their reception is as aesthetically pleasing, and impactful, as possible. Successful reception areas will almost always involve the industry of signs, a topic we looked at in last month’s issue; they also utilise graphics, furniture and stationery. We look at the latest trends when it comes to creating a beautiful, welcoming reception - and how dealers can get involved in this process, staying on top of demand and maximising sales. Are you sitting comfortably? With the influx of people working from home, more and more people need a better set-up. This includes a good desk and chair – ergonomically designed - to help remote workers with their posture and prevent health issues. This presents opportunities for dealers. Dealers can assist customers in understanding the need for better furniture and provide them with the best products – including desks, risers, mouse mats and chairs. On the theme of flexible, hybrid, working and the legacy of COVID, video-conferencing has become essential to many people’s working days. Whether it’s a Zoom or Teams call, we now rely on telecommunication to talk to our colleagues and business partners. However (as I am sure you will have noticed from personal experience) problems can arise when it comes to video calls. Whether it be background noise or distractions, there is certainly a demand now for helping workers remain productive away from the office - and purpose-built pods are proving a popular choice in helping to achieve this. The pandemic has also changed how businesses manage health and safety in the workplace. Unsurprisingly germs - airborne and on surfaces – are becoming a more talked about issue. Dealers have a role to play in advising how best to keep employees safe in the workplace – and in selling the products that will do the job. As always, don’t forget to check our website regularly for all the latest news from the sector. You can chat with us on our Twitter feed and let us know your opinions at @dealersupport Summer 2022

Issue 323

The Xerox® B and C Series of colour and black & white printers allow your customers to work productively whether at home or in the office. Compact, quiet and easy to setup, these competitively priced printers meet their printing, scanning and workflow needs. Drive business for you and your customers:

Supercharge productivity: powerful tools to connect users and improve processes. Secure, wireless printing: built-in Wi-Fi plus AirPrint and Wi-Fi Direct® for easy printing from mobile devices and computers. Collaborate seamlessly and securely: empower teams with easy access to folders and files wherever they are.

Learn how Xerox can strengthen and differentiate your business today at xerox.co.uk/dsbc

inspiring success

COUNTING THE COSTS

Costs are rising across the board - what effect is this having on dealers?

STOP, LOOK AND LISTEN

Simon Drakeford says dealers need to listen and learn if they are to continue to thrive

SALES SUCCESS - ADOPTING THE RIGHT POSTURE

Help customers understand ergonomics and improve your bottom line

Dan Parton Acting editor

ACTING EDITOR Dan Parton

CREATIVE TEAM Amanda Lancaster

HEAD OF SALES Nick Oleskiw

DIRECTOR Vicki Baloch

hello@dealersupport.co.uk All email addresses are formatted firstname.lastname@intelligentmedia.co.uk firstname@intelligentmedia.co.uk

Dealer Support is the leading monthly publication for dealers in the business supplies industry. It provides information on the industry (both in the UK and overseas), information for and about the UK’s independent dealers, as well as information and advice on running a small business. The views expressed in this magazine are not necessarily the views of the publishers. Copyright of all the material published remains with Intelligent Media Solutions Limited. No part of this magazine may be reproduced, copied, stored in an electronic retrieval or transmitted, save with written permission or in accordance with provision of the copyright designs and patent act of 1988.

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SUMMER 2022

Contents INDUSTRY 06 NEWS AND VIEWS

The latest news from across the sector

08 EVENTS OVERVIEW - BACK TOGETHER

With COVID restrictions a thing of the past, the sector has returned to in-person events

12 BIG ASK - COUNTING THE COSTS

Costs are rising across the board - what effect is this having on dealers?

14 VOW PARTNERS WITH CHERRY

VOW continues its commitment to provide the widest range of office supplies by becoming an official distributor of CHERRY products

LEADERSHIP 16 STOP, LOOK AND LISTEN

Simon Drakeford says dealers need to listen and learn if they are to continue to thrive

18 WHAT’S MISSING? A SALES GROWTH MODEL Gap analysis is a vital tool for identifying opportunities and boosting sales

DEALER SUCCESS 22 POSITIVE THINKING

For Cecilia Phillips success in business is all about saying ‘Yes’ to customers

SALES SUCCESS 26 ADOPTING THE RIGHT POSTURE

Help customers understand ergonomics and improve your bottom line

30 MAKING FIRST IMPRESSIONS COUNT

The reception area is the first thing customers see and dealers play an important role

32 SAFE FROM HARM

As employees return to the workplace, health and safety precautions are increasingly important

34 RISE OF THE PODS

“Health and safety precautions are high on employers’ agendas”

More people (and businesses) are seeking quiet spaces for making those vital calls

LIVE IT 36 TEABREAK

Take a break with some light-hearted fun

38 FINAL WORD

How charity work can benefit your business as much as those it seeks to help

INDUSTRY

T H E M O N T H T H AT W A S

THE MONTH THAT WAS Antalis team volunteer for Earth Day A group of volunteers from Antalis attended a team-building day at Bradgate Park, Leicestershire, in May. The day was part of Antalis’ Earth Day activities

and leaves of the old trees. The Antalis team-building day began with a short safety briefing, followed by fence building in the deer sanctuary area of the park. Under the

and aimed at building and repairing damaged

guidance of the park ranger and two volunteers,

fences that protect the Bradgate trees from deer

the team set to work removing the damaged bits

which eat the bark and leaves, causing damage

of the fence so they could be replaced with new

and risking the health of the trees.

wood, restoring the protection of the trees.

The park has many trees that are several

“All of the volunteers who got involved with

hundred years old, and a large number of fallow

the team building day at Bradgate Park had a

and red deer roaming free in the 830 acres of

great day,” said Jason Poxon, Antalis packaging

countryside. Over the years, many of the old fences

technologist manager. “Spending time together as

protecting the trees have become damaged due

a team - as well as contributing to the protection of

to weathering, allowing the deer to eat the bark

those ancient trees - was really rewarding!”

Philip Wesolowski appointed as BOSS Charity Trustee Staedtler Ltd has announced that managing director

Konftel expands video kit portfolio with new ‘Conferencing Flavours’

Philip Wesolowski has been appointed as a trustee for

Konftel has launched a series of video kits optimised for in-

The BOSS Business Supplies Charity (BBSC).

room, PC-based, systems able to capture a wider choice of

Philip has worked closely with the BBSC for several

conferencing scenarios.

years, he commented: “I am delighted to become a

Konftel Attach is a range of five kits designed for Microsoft

trustee of the BBSC. Since joining the industry more

Teams Rooms, Zoom Rooms and more open-based solutions.

than 15 years ago, I have felt a strong connection with

The range presents a line-up of conference cameras and

its charity.”

speakerphones, accompanied by a long USB cable for optimal

The BOSS Business Supplies Charity was established to provide for those needing financial

audio placement. Product manager at Konftel, Torbjörn Karlsson commented:

assistance who have worked – or currently work – for at

“Whether users prefer to bring their laptop to a meeting (with

least two years in the stationery or office supplies and

their preferred app), or take advantage of a dedicated in-room

services industry. In 2021 it helped over 30 colleagues

facility, where all the equipment is already in place, Konftel has

in need by supplying one-off and quarterly support

dedicated solutions that bring each system to life.”

payments of over £74,000.

[06] SUMMER 2022

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T H E M O N T H T H AT W A S

Pentel recruits John Cotterell Pentel has appointed industry veteran John Cotterell to manage its sales territory from Staffordshire to the Channel Islands. John joins following the recent retirement of long-standing

INDUSTRY

Whiteout, the industry’s premier incentive

Pentel territory manager Sally Evans. He brings extensive knowledge, having worked for four decades managing accounts within most sectors of the industry including education, wholesale, dealer groups and independent retailers. Asked what appeals most about his new role John described Pentel as a “Very strong brand associated with quality products that I’ve known for many years during my career in the industry.” Pentel director of sales UK and Ireland, Graham Craik, said “We are absolutely delighted to welcome John to Pentel. He

VOW Wholesale is excited to announce the return of its industry-leading incentive, Whiteout, for 2022. Running between 1st July and 24th December 2022, the incentive is open to all VOW Wholesale’s UK customers who have to drive sales of the supporting brands throughout the incentive period to win.

is a well-known and respected figure within our industry and, with his experience and knowledge, I have no doubt that John’s appointment will help take the Pentel brand forward.”

COLOP stamps out bacteria thanks to continued partnership with Microban International COLOP is celebrating a decade of incorporating Microban® antimicrobial technology into the handle, cap and index window of its Classic Line, Printer Line, Pocket and Children’s stamps. Growing consumer demand for smarter products that are protected against bacterial growth spurred COLOP into creating an entirely new kind of stamp more than 10 years ago. The proven

Not only will there be a chance to win a place on the luxury Whiteout trip, but customers also have the opportunity to win monthly prizes. There are over 80 chances to win vouchers worth up to £200, providing winners with the flexibility to purchase a prize that is tailored to them. At the end of the six-month incentive period, the overall winners will win a coveted place on Whiteout, taking place in Chamonix, France, in March 2023. Here they will be able to network alongside senior figures from VOW Wholesale, other winning customers, and some of VOW Wholesale’s biggest suppliers.

antimicrobial formulation from Microban is integrated into products at the stage of manufacture, and lasts for the stamp’s expected lifetime. Together with routine cleaning, this technology works continuously to prevent degrading bacterial growth on the surface of the stamp by up to 99.99 %, delivering added peace of mind. “We are constantly looking for new ways to improve our

Supporting brands for Whiteout 2023 are Tork, BIC, Dettol Pro Solutions, Canon, CHERRY, Fellowes, Henkel, ACCO Brands, Exaclair, Jiffy, Avery, Safescan, Nescafé and Brother.

products and give our clients that little extra,” said Chris Deighton, MD at COLOP. “Adding antimicrobial technology to our product range felt like an obvious choice, as it gives us a competitive edge and provides our customers with much-needed reassurance.

VOW Wholesale customers will be able to find out more about this incentive, and keep track of their progress, via the bespoke website www. vowventureincentive.co.uk.

www.dealersupport.co.uk SUMMER 2022 [07]

INDUSTRY

T H E M O N T H T H AT W A S

Back together With COVID restrictions hopefully a thing of the past, the office supplies sector has returned to in-person events. We round up the highlights from some of them

fter two years largely comprising online and virtual events in the office supplies sector, this spring has seen the welcome return of in-person events and conferences around the country. For such a tight-knit sector as office supplies, the opportunity to meet up with old friends – in some cases for the first time in person since 2019 – as well as potential customers was eagerly anticipated. Appropriately enough, one of the first major events was held by Nemo Office Club on 29-30 April in Stratford-upon-Avon. ‘Back Together Again’ was the first in-person event Nemo Office Club has held since 2019. Friday was a light-hearted day for members, which included cocktail making, a photo hunt and a quiz in the evening. Saturday was more business focused. Nemo Office Club’s managing director, Tim Beaumont, gave an overview before members split into two sessions designed for either retail or commercial members, with topics covering Keep It Local, selling eco-friendly products in retail, carbon offsetting, corporate social responsibility and there was a retail panel. The members came back together for keynote speech from former Minister of State for Trade and Investment, Lord Digby Jones, who entertained delegates with anecdotes and

[08] SUMMER 2022

www.dealersupport.co.uk

answered numerous questions from the floor. The afternoon was dedicated to an exhibition designed to give members the opportunity to build new and existing relationships with more than 40 suppliers offering everything from electric charge points to arts and crafts. “It was a great event, and fabulous to meet again with our proactive dealer community on ways to grow sales and engage their customers,” said Keeley Shepherd, key account manager of 3M, a main sponsor of the event. “The exhibition was well-attended and the passion from the members infectious, leaving us in no doubt that the future of the independent reseller is bright.” The evening finished with a gala dinner and awards evening - including a charity raffle that raised £2,815 for the DEC Ukraine Humanitarian Appeal. EVO LIVE A little under two weeks later, many in the sector travelled north to Elland Road Stadium in Leeds for EVO Live. The one-day event, which featured 85 exhibitors and some 450 delegates from across EVO’s companies and trade customers, showcased the latest products in the market. Guest hosts were children’s TV legends Dick and Dom, who injected energy and comedy into the

T H E M O N T H T H AT W A S

The passion from the members was infectious...the future of the independent reseller is bright

proceedings throughout the day, which also included seminars from guest speakers, and a panel discussion with member’s of EVO’s board of directors. In the evening, EVO recognised and celebrated its partners at the EVO Live Partner Awards dinner, with Wendy Goodman from Beeswift winning in the Account Manager category, and Exaclair victorious in the Supplier Partner award. Kimberly Clark Professional won in the Sustainability Excellence category, Reckitt and Benckiser took Best Newcomers, and 3M was awarded for having the best stand at the show. “We’re delighted with the initial feedback we’ve had following our very first EVO Live,” said Steve Haworth, CEO of EVO. “It’s no secret that the industry has been

INDUSTRY

keen to get back to face-to-face events following COVID-19, especially as individuals appreciate creating strong, meaningful relationships with colleagues and customers. “Our event provided the perfect platform for people to re-establish connections and contacts while also learning about the latest products and services currently available within the market.” GROWTH FACTOR Later in the same week more than 130 members of the sector convened at The Hilton in Liverpool to attend Prima’s Growthfactor-e event, which aimed to show what the company’s products can do for dealers, especially in relation to things like contactless ordering. Other presentations included discussing the benefits of Prima Marketplace and its role in helping Prima customers to expand and diversify their product ranges in the future, as well as the company’s new enhancement portal, providing information on how Prima users can play a part in defining the future development of their software. Ian Buckley, managing director of Prima, concluded the presentations by delivering a speech outlining the company’s roadmap for the future and its plans to bring together Prima ERP, BI reporting, data, e-commerce,

www.dealersupport.co.uk SUMMER 2022 [09]

INDUSTRY

T H E M O N T H T H AT W A S

mobile app and API integrations, to complete the ‘Circle for Success’. The afternoon featured an exhibition with more than 20 suppliers featuring products and services ranging from furniture, workwear and educational to SEO, e-mail marketing, and advanced reporting integrations. “Seeing dealers and suppliers so engaged and enthusiastic was such a massive inspiration,” said Ian Buckley. “I believe such positivity shows that the industry is again willing to embrace change and build for the future.” Rob Harper, Prima’s marketing director, added, “After the past couple of years we were keen to put something on for our customers - a ‘Thank you’ for their continued support. We were keen to bring everyone together, deliver informative content that they can take back to implement in their business, and provide the opportunity for our users to meet our team, get to know each other and have some fun! We’ve never hosted an event of this scale before but, following the very positive feedback we’ve received from customers, suppliers and guests, we’re now excited for Growthfactor-e 23 and we’re sure it will be bigger and better!” LONDON STATIONERY SHOW Finally, May 17-18 saw the return of the London Stationery Show at the Business Design Centre in London. This is the UK’s only trade event dedicated to stationery, showcasing the biggest selection of writing and paper products from around the world. The show played host to more than 150 stationery brands ranging from new designers and innovative start-ups to established bestsellers. As with the other events, there were a range of talks at the event. These included Martha Keith talking about how to build a stationery brand – subtitled ‘The Good, The Bad and The Pretty’ – from her own

[10] SUMMER 2022

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Seeing dealers and suppliers so engaged and enthusiastic was such a massive inspiration

experience. Elsewhere Catherine Erdly spoke on 360 sales techniques for independent retailers and Rachel Emma Waring spoke about creative content strategies. COMMUNITY SPIRIT As the sector enjoys being back together – as evidenced by how well these events were attended – the mood within the sector has generally been positive, despite the many challenges that they still face, from rising costs to supply chain disruption. Another common theme among the events was the community spirit that is still thriving in the sector, especially among smaller, independent dealers. There is a feeling that many will look to help their fellow dealers, and a sense of being ‘All in it together’ - which is not always evident in other business sectors. The exhibitions highlighted the range of products now on offer, and the many innovations on the market, which mean that dealers can keep on refreshing their offers and develop the long-term relationships they are all seeking. With many more events planned over the coming months – including Dealer Support Live on October 20 at the Coventry Building Society Arena – the office supplies sector will have plenty of chances to build on these positive beginnings and forge new relationships in ways that simply cannot be done online.

INDUSTRY

THE BIG ASK

Counting the costs

Costs are rising for dealers across the board – from products, to fuel, to utilities. What effect is this having on their businesses’, their prices and their customers? People from across the sector tell us what they think

Nick Munton, managing

The managed print market has seen many trying to win that

director, DEOS Group

race to the bottom for a number of years in the hope of growing

The biggest challenges currently,

their mif sufficiently to the point that the sheer volume of devices

not surprisingly, are the ones that we

allows them to become profitable. The impact of COVID, the

cannot control - the price increases

repayment of CBILS, reduced print volumes and the low prices

from the manufacturers who supply

that they pitched at initially puts them in a predicament – they

us and the forecourt prices for fuel for

have to make profit to survive, but the very low margins they

our fleet of drivers and technicians.

secured the business at initially are now completely eroded so,

We have implemented some additional practices to help reduce

do they pitch the client with a 25% increase, or continue to lose

deliveries and some of our clients, particularly the SMBs, have

money and hope that the tide turns?

been understanding and accommodating of our requests to provide weekly deliveries rather than ad hoc ones.

It gives me no pleasure to say that I think we will undoubtedly see casualties this year. While the acquisitions market might be a

Unfortunately, we are a client-driven business, and those

way out for some – it is certainly buoyant at the moment with talks

clients who will not consider weekly deliveries for office supplies,

- some people are, understandably, still hoping to attract the kind

for example, can always find someone who will supply them

of exit price that they saw their business valued at pre-COVID

tomorrow if needed.

and, clearly, those values are no longer achievable for many.

Many of our clients are in similar positions, no matter their

We have been fortunate to secure the additional stock we

sector, so the increased cost conversation is not that difficult to

need to fulfil the wins from those dealers who have none, which

have. If you are at the right level within the business, then the

is a positive, but it also brings with it the challenge of manpower

knowledge, understanding and personal experience from their

for fulfilment. We are lucky enough to have some good partners

own business means that pragmatic negotiations are achievable.

for hardware deliveries for our excess deliveries, but their costs

The hardware and consumable manufacturers continue

are increasing as well, which results in further costs for us upon

to apply increases and when you combine this with the stock

installation so even positives have to be managed for their true

shortages – specifically on hardware – then there is a very

costs. I think the takeaway is that internal cost management

clear market being created that will ultimately create financial

and remaining profitable are even more key this year than they

challenges for the less robust dealers.

are normally.

[12] SUMMER 2022

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THE BIG ASK

INDUSTRY

Lawrence Savage, UK marketing

product material innovations and minimalising production lead-

manager, ExaClair

times where possible.

The past 12 months has seen

This means that although we’ve tried to mitigate the

some sharp price increases across

increases in costs wherever possible, with the amount of

several sectors, which have affected the

disturbance that’s been experienced across the manufacturing

costs of raw materials, manufacturing

and distribution sectors we’ve been forced to pass on some

and transportation. The industry has

increases to our customers.

also been experiencing shortages in

In the wider industry, factors such as Brexit and the pandemic,

virgin and recycled paper, as well as grey board, which has been

alongside growing consumer trends relating to sustainability have

influenced by elements such as the plastic tax and the growth of

been driving advances in innovation, as well as manufacturing

online retail and the subsequent demand generated for card and

operations for some time now. Growing costs and lead-times

paper packaging. The war in Ukraine has also intensified these

across the industry are continuing to steer dealers increasingly

disruptions with the knock-on effect of energy costs significantly

more towards sourcing from suppliers who have the advantage of

rising across Europe, particularly with gas being so heavily relied

localised manufacturing facilities. It’s very unpredictable, but we

upon as one of the main sources of energy. As we possess our

are hoping to see more price stability towards the end of 2022,

own paper mills, Exacompta Clairefontaine are the only group

although cost fluctuations may continue in some capacity as we

in Western Europe to produce and process paper at the same

move into 2023.With both energy and freight costs currently at

time, allowing us to benefit from localised production and

unprecedented levels, continuing to find solutions to negotiate

distribution, as well as enhanced quality control. To an extent

these is key. Once these begin to stabilise, we should start to see

this has permitted us to explore alternative solutions in relation to

the pressure on pricing and lead-times disperse.

Sarah Laker, managing director,

Customers are getting used to rising prices, to an extent.

Stationery Supplies

They are already seeing price increases everywhere, alongside

Price rises are a reality for all of us in

empty spaces in supermarkets so, when we talk to them, they are

the sector – dealers and retail shop

generally being very understanding. However, it is affecting their

owners such as myself – but we are

choices, and where they once bought a box of paper at a time,

all trying to mitigate the effects of

they are often opting for one or two reams instead.

these rises. I won’t compromise on quality.

With the price rises, I have found it pays to be up front about them to customers and explain them. I’ve spent a lot of

You can buy cheap in the pound shops, or certain multiples,

time explaining to customers - for example, the reasons why

so I’m keeping with the quality eco products and brands my

reams of paper have increased significantly. Also, all staff have

customers are used to and expect. I’m looking for alternative

been briefed on why prices are rising so that they can answer

products, where I can maintain a good profit margin, and talking

customers’ questions.

to customers, in person and on social media, about my products more. I’m also looking at other product ranges, and diversifying. I can’t absorb the price increases; margin would be too

With these rising costs, I think we will see more businesses going to the wall, or selling out, unless they adapt and change with the times. We can’t continue selling as we’ve

squeezed and if the business isn’t profitable then I won’t

always done. Our strengths as independent businesses are

survive, so there is no choice. We are also dealing with

our product knowledge and personal service so, as a retail

increased energy bills and the effect of the National Living

shop, I’m looking at niche areas and experiences that aren’t

Wage increase of 59p an hour in April. So, we need to be

price-competitive, and that can’t be got online.

looking and analysing all areas of our business - not just stock

For example, we are collaborating with a private

costs - and constantly checking profit margins. There are more

occupational therapy service, offering handwriting assessments

cost rises coming – we have been warned of paper price

at our Wilmslow shop where families can come, be assessed, and

increasing again this month, for instance.

buy the handwriting aids they need, all in one trip.

www.dealersupport.co.uk SUMMER 2022 [13]

INDUSTRY

SPONSORED

New partnership is CHERRY on the cake for VOW VOW Wholesale has formed a new partnership with long-established peripheral manufacturer CHERRY to distribute their range of keyboards, mice and desktop accessory sets to UK and Ireland dealers

echnology solutions continue to be in

products are built to last featuring German engineering and our

high demand, due to the change to a

keyboards have been tested to the max between 10 and 100

new hybrid working environment, and

million key presses for ultimate build reliability.”

as many businesses look to upgrade their equipment following a period of

PIONEERING MANUFACTURER

delay during the pandemic. Computer

CHERRY is one of the oldest computer keyboard manufacturers,

accessories are a key part of this technology solution and are in

having first begun to produce them way back in 1973. The

more demand than ever.

pioneering company also developed and produced the MX

To this end, VOW Wholesale has formed a new partnership

Switch in 1983. Today, billions of MX switches have been used

with leading manufacturer, CHERRY, to provide a range of high-

in millions of keyboards all over the world and the mechanical

quality peripheral solutions across the UK and Ireland. VOW is

switch is an industry ‘must-have’.

now an official distributor of CHERRY products on all key lines

CHERRY’S history goes back to 1953, when the company was

with excellent stock availability available right now to all VOW

formed by Walter Lorain Cherry. The company’s first microswitches

customers. This is part of VOW’s ongoing commitment to

were made in a basement of a restaurant in Illinois. The business

provide the widest range of office supplies products for dealers

developed quickly after it entered the automotive market and,

to sell to customers.

by the early 1960s, CHERRY had made a move into the European

“We’re delighted to be partnering with CHERRY,” says Stuart Bleese, Category Director of EOS & Technology at VOW. “Over the years they’ve built a reputation on quality, reliability

market. Its European headquarters are in Germany, but it has manufacturing facilities across Europe, including in the UK. Today, CHERRY manufactures a range of desktop sets,

and durability. The brand and product range sits perfectly in our

mice, keyboards, mechanical MX switches and card-reading

technology offering and gives CHERRY access to new customers

terminals for customers across the world. The company seeks to

they wouldn’t have been able to reach otherwise.”

bring high quality products to end users with high demands on

Richard Humphries, National Sales Manager at CHERRY, adds: “VOW’s presence and expertise will help to drive sales of

performance and functionality. For more information on the range of CHERRY products,

our products which guarantee outstanding quality and aesthetic

and the other products that VOW offers, visit VOW’s

design with the highest precision and durability. CHERRY

website: www.vowwholesale.co.uk

[14] SUMMER 2022

www.dealersupport.co.uk

MAKE THE SWITCH TO CHERRY NOW AT VOW WHOLESALE VOW is now an official distributor of CHERRY products in the UK and Ireland on keyboards, mice and desktop sets with excellent stock availability

Tel: 0844 980 8000 Web: www.vowwholesale.co.uk www.dealersupport.co.uk SUMMER 2022 [15]

LEADERSHIP

S T R AT E G Y I N T E R V I E W

Stop, look and listen Dealers need to listen and learn if they are to continue to thrive – and bring the next generation of talent into the sector, says BOSS Federation’s SIMON DRAKEFORD

n the door of Simon Drakeford’s office is a decal that reads ‘listening’ and ‘learning’ - two words that he likes to remind himself of, but which also have wider meaning for the office supplies sector. “Part of that is ensuring that I remember to continue to listen, rather than just talk the whole time, which is a bad quality I have, but also because when you stop listening you stop learning, and when you stop learning you stop developing,” he explains. Simon has always had a thirst for learning. Throughout his career which, for the past 15 years, has been as managing director of EO Group, among others – including Office Power – he has sought to remain at the cutting edge of technology and continue to learn and develop his businesses. Listening and learning is something that Simon believes that the office supplies sector needs to be better at, especially in a rapidly changing marketplace.

ADOPTING NEW TECHNOLOGY “Adopting new technology is a challenge in our sector,” he says. “It needs two things, typically; capital and a healthy attitude towards change. I have said this before,

[16] SUMMER 2022

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but I believe our sector needs to have a fear of not changing that is greater than its fear of change - which is not something I have always seen. “There has been a resilience of bunkering down, waiting for the storm to end, and then coming out and carrying on as normal. I am not sure that is the way to thrive - or even survive - if you think of what has happened over the past three years, and it doesn’t look overly sunny in the future either. Change is a way that you evolve by default, by not hunkering down.” This is something Simon has faced in the past decade as he has developed and marketed Office Power. “We have spent a huge amount of time, resource and money developing not only the technology but also the proposition that leverages that technology and the way we partner with dealers,” he says. “One of the challenges we have is that there is a perception – which is very often incorrect – that we dealers cannot adjust because our sector is a bit ‘I know what I like, and I like what I know.’ As a sector we need to have that inherent thirst for learning, but sometimes we play that down and don’t listen.” OPTIMISM IN TOUGH TIMES The need for dealers to continue to learn and develop is

S T R AT E G Y I N T E R V I E W

It is definitely tougher than it was three years ago critically important if they are to be successful, especially given the ongoing tough market conditions. “We continue to see significant diversification away from traditional office supplies. Sales of traditional office supplies are still down on pre-COVID levels, on average. Some businesses are doing well where they have diversified, or had diversified already, pre-pandemic.” Simon acknowledges that the recovery in the industry is patchy, with those operating in large cities, and with a large corporate customer base, not seeing sales return like those selling to SMEs in smaller conurbations. “There was optimism in the sector when we had ‘Freedom Day’ but that was quickly dampened by the Ukraine crisis and the lockdown in China and the impact this has had on the supply chain in general, but particularly on paper,” he says. “It is tough everywhere; many people are still carrying big debt burdens from COVID and the support functions that were available, including enhanced leverage from banks. I don’t think anyone is superpositive, or happy, if they are being truthful because it is definitely tougher than it was three years ago, but there is an acceptance that this is ‘the new normal’. TALKING THE SECTOR UP This makes BOSS Federation – of which Simon is chair – even more important for businesses in the sector. “Our purpose is to connect members for a brighter future,” he says. “Our vision is to have many more members - deeper penetration into member companies - so we have more than just the principle of a company engaging with our services, and our networking, events and knowledge–sharing - we have a brand that is seen as the custodian of our sector.” Part of this is promoting the sector and extolling its virtues – not only what it does, but how good it is to work in. “Our sector is often talked down,” Simon says. “I also work in other sectors, and for a sector that has done and embraced a lot of change, that has had a lot of challenges thrown at it and has survived, and has a

LEADERSHIP

very supportive, but smart, commercial culture, we talk it down a bit. But I am very proud to be chairman of the Federation, and proud to have been acting in the sector for the past 15 years. I think BOSS should do more to celebrate our sector because it has a lot going for it.” Simon adds that people, in general, engage with their work tools in great depth, whether that is a certain type of pen, pencil, writing pad or laptop, and they spend a huge amount of time working with these things. “Your work tools are incredibly important, and people engage with them, but some of them are not seen as ‘sexy’ whereas products others might be, be they business products or work products. This is one of the reasons we talk it down.” This image can be shaken off, and to do so will require – those words again – listening and learning. EMBRACING THE NEXT GENERATION “We need to shake off a little bit of a lethargic attitude to change and embrace the next generation. One of the exciting things we saw in business culture as a whole during the pandemic was a much better understanding of mental health and its importance in productivity in both life and work, This was spearheaded by the generation that are yet to run companies in the sector those who do currently run companies - a slightly older cohort - needed some educating. “To keep the industry reinventing itself, and maintaining its resilience, we need to look to younger cohorts who have a better understanding of what is going to happen next. Attracting and developing the next generation is critical to the future success and resilience of our sector. “Millennials, Gen Z, whoever – the younger cohorts – how do we attract them? We should put initiatives into our sector that deliver what they want - and they want different things to the older generations. We can compete with other sectors because what those generations want isn’t necessarily about scale or money, it is more about social proof and other factors. We are quite an emotionally intelligent sector, so we ought to be able to do that.” If that can be done, then it will help the sector to navigate the tough times ahead. Simon believes there will be more consolidation coming as a result – and, as it has done in the past, the sector will evolve and thrive. As long as people keep on listening and learning.

www.dealersupport.co.uk SUMMER 2022 [17]

LEADERSHIP

G A P A N A LY S I S

Taking gaping opportunities Gap analysis has evolved in recent years and is now used as a proactive tool to identify missed customer opportunities and help to boost sales and profits

ap analysis has been

even greater insights.

business as to what it actually does and,

used to assess business’

“It is no longer a case of ‘You are buying

therefore, what they, as a dealer, can provide

current versus potential

our paper; did you know we can also supply

to support that activity. Rather than blanket

performance for many

your toilet rolls?’,” says Tim Beaumont, chief

cold-calling, more time will be spent

years and, for some

executive of Nemo Office Club. “Dealers are

studying what product sales do and do

dealers, it is a crucial tool. However, gap

proactively adapting to identify new gaps

not arrive against expectations, and then

analysis has evolved over recent years to

in specific customer types, taking account

identifying a means to obtain that extra

reflect the rapid change in product mix

of both changing demands and broader

business.”

and customer demand - as well as taking

product availability in our industry.”

advantage of the wealth of data that is

This means salespeople are having to

Nemo Office Club works with dealers to segment customers into categories,

available thanks to the increase in online

evolve their methods too. “Salespeople

review sales and target gaps in purchases

sales. This means it can be used to provide

are becoming more analytical, sizing up a

through marketing, including specific

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G A P A N A LY S I S

LEADERSHIP

vertical market tools that can be tweaked

by rep it quickly becomes clear that there

accordingly. “The challenge for dealers is

are opportunities to level-up the playing

finding the time to analyse their sales - and to appreciate the value of time dedicated to this task - relating a particular product category to a certain type of customer and using that insight to open new doors and broaden the range of products ordered on a

It quickly becomes clear that there are opportunities to...fill unsold gaps to customers

regular basis.”

field and fill unsold gaps to customers,” Terry says. If you can identify which reps are falling behind on some of your significant classifications, then campaigns and incentives can be used to significantly improve the situation.” Terry also points out that comparing the average number of

Tim believes dealers have become

product ranges sold by rep is another useful

increasingly adaptable to any obscure

customer buying just one ream of paper

benchmark - especially if measured across

requests since the pandemic, when they were

per month, technically, is filling the paper

previous periods to gauge an improving or

forced to rapidly change their product mix.

gap - but way below the targeted ratio within

deteriorating trend.

“There has been an increased confidence to

which your company sells paper, which is

be more proactive in selling a broader range

typically 3-5% of sales.

of products and services, rather than just

Likewise, gap analysis can be performed on quotations; if a quotation is not followed

“Rather than looking at one customer at

up to become an order, then it can be viewed

being responsive. Gap analysis is essential to

a time, another method is to use a campaign

as a gap. “Benchmarking unconverted quotes

make that work.”

basis for filling gaps. For example, list all

by count and unachieved profit across your

customers that have spent in the past six

rep base shows who in your team is really

FILLING THE GAPS

months but not bought paper, or customers

following through quotes to conclusion,”

Terry Thurgood, of Vantage Point, takes the

who used to buy paper but no longer do.”

says Terry. “Significant improvements have

view that, as well as looking at gaps on a per

been achieved in conversions when reps

customer basis in relation to type of product

ANALYSING REPS

are league tabled by conversion rates, and

or service sold in a period, it is important

You can also conduct gap analyses on

percentage of profit achieved, vs overall

to also consider significant classifications -

different aspects of the business - for

quotation totals.”

such as paper or consumables - rather than

example, it can be used to analyse the

trying to sell all things to all customers.

performance of reps and account managers,

ACQUIRING AND

“It’s advisable to benchmark expected levels

who all differ in their selling specialities.

RETAINING CUSTOMERS

of sales for each classification,” he says. “A

“On examination of classifications sold

It doesn’t stop there. New business can be

www.dealersupport.co.uk SUMMER 2022 [19]

LEADERSHIP

G A P A N A LY S I S

analysed to provide insights, to see how

This same methodology can be applied

many new customers fall away or become

to established accounts too. Analysing which

established with the effort and cost needed

businesses have not spent in the current

to acquire a new customer, this is important

period can be informative; showing which

to ensure that investment isn’t wasted.

accounts are active as a percentage by rep

“Classifying new customers’ spending

can also highlight which are best at customer

patterns into gaps is the perfect way to

retention. “Gaps are everywhere in your

focus precious resources into keeping new

data. Further opportunities lie in gaps in

business active,” says Terry.

profit targets, gaps in reactivated accounts...

This means that new customers that go dormant can be identified, and resources

The real benefits are achieved by the disciplined use of the business intelligence

the list goes on,” says Terry. “Of course, identifying the gaps is only

targeted to re-engage them. “You have

part of the task. Largely, the real benefits

than pays off when the gaps highlighted are

already done most of the hard work opening

are achieved by the disciplined use of the

proactively and creatively addressed.

the account; keeping it spending is hopefully

business intelligence being presented.”

This approach can genuinely help to

the easy part. Again, benchmarking which

Indeed, it is how the data is used that is

boost profits and enhance customer service

reps are best at holding onto new business

important, and time needs to be invested in

– precious things in these tough economic

can bring significant changes in behaviour.”

the analysis. Time spent in this work more

times that will be welcomed by all.

[20] SUMMER 2022

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DEALER SUCCESS

PHILLIPS

The dealer that likes to say ‘Yes’ For CECILIA PHILLIPS, success in business is all about understanding your customers’ requirements and providing a solution whatever their request and it has led to some notable recent successes and increased profitability for her business, Phillips-UK

hen an opportunity presents itself in business, it should

It is a strategy that has benefited the company

be taken – no matter what it

over many years. For instance, during the

is. That’s the philosophy that

COVID pandemic, they recognised that it was

Cecilia Phillips lives by in

the government who was spending to meet the

business – and it is paying off. In May, Phillips had

crisis’ needs, so Phillips registered for as many

its best month in terms of profitability since she

government platforms as possible, but only got its

joined the business at the turn of the 1990s.

first order in March 2021.

“Basically, I just listen to people and ‘the answer’s yes, what’s the question?’ is the mantra

[22] SUMMER 2022

we go by here,” Cecilia says.

www.dealersupport.co.uk

“We received an order from one of the government bodies for a fridge,” recalls Cecilia. “I

PHILLIPS

thought ‘ok, where did that come from?’” Nevertheless, Phillips fulfilled the order, despite it not being something the company regularly provides. Since then, the account has grown, and the company sources and delivers a variety of non-core items for

anything, and it is all done in-house,” she

Opportunities can also come through seemingly unrelated business

them including special requests on office

is quick to spot any potential business

says. “I can take a team off-site and deliver sales, with all the processes proven and provide in depth reporting. From this, the customer asked Phillips to be the Official Merchandise provider for another show and given their remarkable

products. Even during her leisure time, Cecilia

DEALER SUCCESS

performance they were also asked to time for the parade. Opportunities can also come through

provide Official Merchandise for the Queen’s Platinum Jubilee Celebrations in

opportunities. A keen equestrian, she was

seemingly unrelated business. Cecilia also

May, quite an accolade for a new sector to

competing at the Aintree Equestrian Centre

runs an equestrian company and whilst

the Phillips Business model.

and whilst speaking to people working

discussing exhibiting at a prestigious event

there she quickly identified that they had a

in London she was asked if she would like

DIVERSIFICATION

demand for uniforms and workwear which

to provide the Official Event Merchandise

“We have been thrown into a whole

Phillips – among many other products –

through Phillips, of course the answer was

new world, post-COVID,” Cecilia adds.

supply. The conversation led from there

yes even though it was a totally new sector

“Wherever we could secure orders, using

to a restaurant fit out and whilst on site

to Phillips.

whatever sector of our business, we have

Cecilia was asked for a special type of

Within five weeks, Phillips produced

done. Diversification has to be the remit.”

print that could be used on jockeys’ silks

the merchandise and designed, developed

to withstand both wet and dry weather.

and delivered an online store. Having

Phillips for nearly a decade, which means

This started a partnership with Phillips to

completed online and physical sales,

the business has been able to capitalise

produce branding for both horse and rider

returning figures proved to be comparable

on the opportunities that have come the

at the prestigious Grand National event –

to what was achieved at pre-COVID events

company’s way in recent years. Indeed,

they even personalise the horse rug for the

from their previous partner.

about eight years ago, office products made

winner of the Grand National on site in

“With merchandising, I can personalise

Diversification has been a priority for

up about 90% of the company’s turnover,

www.dealersupport.co.uk SUMMER 2022 [23]

DEALER SUCCESS

PHILLIPS

whereas today it is about 25%. Partly this was down to taking

service is a vital element of Phillips offering. “There are some that offer cheap

opportunities, but also partly down to

prices but don’t deliver the goods and

Cecilia’s quest for new innovation in her

don’t communicate, which can hamper the

business and keeping her mind challenged –

smooth running of the customers’ business.

she says she couldn’t do the same thing day

Customer service is at the heart of our

after day for years on end.

company. If you can’t supply a customer

While Cecilia admits she did get some

You have to seize every opportunity, whatever sector it might be in

in the right manner, at the right time and

queries about why the business was getting

the right price – it has to be a market

them to value what we offer, that means

into so many sectors initially, and not focusing

price – your model is wrong. With the

everything to me. “

on core business, the decision has been more

current issues in the supply chain, if I can’t

than vindicated in the past few years and is

do something, I will tell the customer. By

comments about taking an opportunity

now becoming the industry norm.

assisting and ultimately providing a solution

when it presents itself. One of her largest

to the customers’ needs demonstrates

customers for uniform products started out

in on a return to its pre-COVID turnover

that you have a commitment to them and

just buying an £80 horse rug from Cecilia’s

levels, although it is more profitable. New

therefore you become partners rather than

equestrian business.

supply channels have been sourced and

just a supplier.”

It also has helped the company to close

there is an emphasis to choose and connect with forward thinking suppliers.

For this reason, previous customers,

This goes back to Cecilia’s earlier

“You have to seize every opportunity, whatever sector it might be in,” she

tempted away by cheaper prices elsewhere,

says. “You have to stand out from the

have come back to Phillips because of their

crowd and make an impact with a

TRUST AND COMMUNICATION

reliability and customer service, which is

point of difference. I don’t want to be a

But having a wide product range means

something they have come to value.

sedentary business providing paper and

nothing unless there is the service to back it up, and this is something Cecilia is aware of, and

[24] SUMMER 2022

www.dealersupport.co.uk

“I look at it this way: if we are not good enough, we are not good enough, but I want

office products, my business needs to be progressive and reactive.”

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SALES SUCCESS

E R G O N O M I C S AT H O M E

Adopting the right posture Some people working at home still don’t use suitable chairs and desks, which could lead to injury. Dealers need to help customers understand the importance of ergonomics for homeworkers – and help their bottom line too

[26] SUMMER 2022

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hile homeworking

tables, or even perched on the edge of a bed.

has become much

This is not a sustainable way of working,

more common in

even if it is for just one or two days a week;

the past two years,

all too often this is only thought about once

some people still do

the pain comes and, by then, the damage has

not have an adequate

been done. Injuries caused by poor posture

set-up to work effectively. While some may

include repetitive strain injuries, such as

have spare rooms that can be turned into a

carpal tunnel syndrome and tendinitis,

comfortable home office, containing a desk,

which can affect people in the long-term.

adjustable chair and such like, others have

“There is nothing more damaging for

been making do working on sofas, dining

a worker’s back than perching on the edge

E R G O N O M I C S AT H O M E

SALES SUCCESS

their considerations. “Ergonomic equipment purchases can be quite reactive in nature, but we are seeing a trend towards proactivity as hybrid workers look to upgrade their kit and gravitate towards solutions that have wellbeing benefits built in,” says Elisabete Wells, marketing manager at ACCO. “Employers are also encouraging

The best thing a dealer can do is to offer a broad choice of workstations and desks

this, looking to reduce sick days and of a bed trying to work on a laptop,” says Mark Galliano, managing director of Teknik.

consequent losses of productivity.” In addition, remote and hybrid

great opportunity to upsell products that don’t

“Marginally better is a dining chair at a table,

workers are looking for products that

require any installation and can work with

but even this doesn’t allow for the basic

function well and fit into their home

customers’ existing furniture, and resellers

physical adjustments a user needs to protect

environments without looking like an

should keep that in mind as well.”

their posture while working. It is important

eyesore. Manufacturers such as ACCO have

that desk workers have the same ergonomic

responded to this by introducing ranges that

RISING EXPECTATIONS

attention when they are at home as they

are designed to look stylish in the home, and

Simon Howorth, marketing and design

would if they were in their office - although

also be ergonomically effective. Products

manager at Dams, adds that customers’

the homeworking environment doesn’t

include laptop risers, seat cushions, footrests,

expectations are rising. “When people

always allow for it, so a little more creativity

monitor stands, and wrist and keyboard rests

first started working from home we were

is needed.”

- available in colours that range from bright

selling more of our budget office chairs,”

and bold to muted and minimalist.

he says, “but gradually, over the past two

CHANGING BUYING HABITS

“They provide all the wellbeing benefits of

years, people have come to appreciate the

Indeed, as homeworking is becoming a

traditional ergonomic solutions, with the needs

value and importance of ergonomic office

more permanent arrangement for many –

of the modern worker in mind,” says Elisabete.

furniture and are now seeing it as a long-

even if it is just for a couple of days a week

“Resellers should look to expand their offering

term investment for their health.

–customers’ buying habits are changing, and

beyond the standard, bulky black, offering

it seems ergonomics is now a major part of

to those with modern design. There’s also a

“An ergonomic office chair will conform to your body shape, prevent bad posture,

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SALES SUCCESS

E R G O N O M I C S AT H O M E

‘stolen’ area in the home can be set up.

People have come to appreciate the value and importance of ergonomic office furniture

“We need to recognise the additional aspects to consider of budget and taste with budget being particularly salient at present with the escalating costs of living - so a broad spread of ‘good, better, best’

keep your joints in a neutral position, and

and eye and back strain due to incorrect

really matters. In a nutshell, the very basic

allow for proper hip and pelvis alignment.

monitor positions.”

minimum is an adjustable chair but, really,

This lowers your risk of injury and strain,

an established, fully-functioning home

will give you more energy, and let you

SPACE, MAN

workspace is still a valuable aspiration –

focus without distraction and discomfort.

For those with little space to play with

particularly for the new ‘hybrid’ workforce

Home workers should also ensure that the

in their homes, there needs to be some

that operates within many organisations. A

space they dedicate for a home office has

creativity in identifying the optimum space.

canny furniture dealer can see this and make

everything they need to function optimally

“Clearly, if the worker has an area in their

the most of the opportunity.”

during the working day.”

home that will allow for a good-sized desk

Simon points out that it isn’t just

So that is the message for dealers –

space, the normal ergonomic considerations

provide a broad range of ergonomic and

about the chair – positioning a laptop or

can be made - desktop area, ease of access

stylish products to suit everyone’s needs.

monitor at eye level, or just below, is also

for storage, wrist support, monitor height

Whether the worker can convert a room

recommended. “Monitor arms provide

etc - but, sadly, this is not always the case,”

into an office, or just find a small space for

smooth and effortless adjustments that can

says Mark. “Repurposing other furniture is

a laptop, posture is a priority and solutions

be tailored to the user’s exact needs, allowing

sometimes an option, but the best thing a

for all needs should be available; liaising

you to sit more comfortably at your home

dealer can do is to offer a broad choice of

with customers to find out the needs of all

office desk while reducing lower neck pain

workstations and desks so that even a small

employees will be crucial in this.

[28] SUMMER 2022

www.dealersupport.co.uk

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SALES SUCCESS

REFRESHING RECEPTION AREAS

Making first impressions count The first thing customers see when they visit a business is their reception area. Many businesses take the importance of making the right first impression very seriously - and dealers have an important role to play t was the American actor and social

commentator Will Rogers who came up with the often quoted (and misquoted) line ‘You never get a second chance to make a good first impression’. While this may have become bit of a cliché over the years it,

nevertheless, retains a lot of truth today. First impressions do count – there have been various studies over the years that confirm this and assert that future interactions are filtered through assumptions generated by that initial impression. This is why it’s important the reception area creates the right impression about the business - and this is where dealers can be vital, not just in providing the right products, but also in advising customers on how they can achieve this. However, Simon Howorth, marketing and design manager at Dams, believes it isn’t just about impressing potential clients. “The reception area is of critical importance for any business,” he says. “It

desk that will reinvigorate an entrance area and reflect the vision and personality of the business. “To compliment the reception desk, soft seating or lounge chairs

needs to be a welcoming space for all visitors, from valued customers

can be added to the area which will not only enhance the overall

to prospective new starters arriving for an interview - but the reception

appearance but also offer comfortable seating for visitors. Investing in

area is also where every office day begins for all employees, and it

soft seating and tables that have an integrated power supply built in

should inspire them to be proud of where they work.”

can provide a convenient charging station for guests while they wait.”

DESK JOB

interior design and furniture solutions can make all the difference

Simon asserts that the most important item in a reception area is

in developing new business relationships. “The right reception desk,

the reception desk. “The first point of call for any workplace should

together with some comfortable soft seating and tables for visitors to

feature eye-catching furnishings and accessories with a reception

rest in comfort, can set the standard for hospitality and

Simon is convinced that striking the right balance between

[30] SUMMER 2022

www.dealersupport.co.uk

REFRESHING RECEPTION AREAS

extend outward to the rest of the workplace,” he says. “No

SALES SUCCESS

making their offices more appealing to work in and improving

matter how great the company is, or how interested customers are,

employee wellbeing,” he says. “Companies that moved to a more of

if the front of house looks scruffy and dated, then it is bound to put

a hybrid approach, or had moved to working from home, had to

potential customers off - even if the rest of the office is a proverbial

think about how their offices could work harder for them - and this

wonderland of design and technology!”

is where we saw many companies transform their workspaces into

Peter Clayton of Visual Group agrees on the importance of the reception area, including using it as a marketing tool for the business.

working showrooms as well.” Many dealers are working with companies like Visual Group

“Within a few seconds of arriving, your visitor

which will help them offer more of

has created their impression of your business,”

consultancy approach to customers looking

he says. “As well as the individual sitting

to enhance and redesign their reception

in reception - who is the first face of your organisation - the overall appearance of your reception area plays a significant part.”

LOOK FOR THE SIGNS The overall interior design of the reception area should be considered, alongside

If the front of house looks scruffy and dated, then it is bound to put potential customers off

furniture, including signage and wall-

spaces; creative signage solutions can tie together, and enhance, the overall project. Dealers should look to work closely with customers to provide the right solution - whether they are thinking about soft furnishings, dynamic signage or something else entirely. The trend for businesses to revamp

mounted graphics. “Workspaces can be

their reception areas is set to continue in

transformed with the addition of some

the next 18 months. As the economy slows,

amazing wall graphics,” Peter says. “Bespoke or custom signage can

companies in many sectors will face stiffer competition to secure new

really bring a workplace to life.”

customers - which means reception areas will increasingly need to be

He says that Visual Group, a manufacturer of signage, are seeing an increase in demand for signage in office interior designs

effective showrooms or showcases for products and/or services. Dealers offering furniture as well as signage and interior graphics

as more businesses look to revamp their workplaces post-

will be well-placed to capitalise on this trend and make sure that

COVID. “As more companies returned to the workplace following

reception area revamps form part of conversations with both regular

lockdown, many took the opportunity to refurbish their facilities,

customers and potential ones alike going forward.

www.dealersupport.co.uk SUMMER 2022 [31]

SALES SUCCESS

H E A LT H A N D S A F E T Y I N T H E W O R K P L A C E

Safe from harm As more employees return to the workplace, especially warehouses, health and safety precautions are increasingly important. Dealers can help ensure employers do all they can to keep workers safe

ccidents in the

people are going back into warehouses at the

signs aim to stop people from doing a specific

workplace are still a

same time – people who may have forgotten

action in the warehouse, mandatory signs show

common occurrence

the health and safety practices they followed

what you need to do, or what action is required

– there were 582,000

before. These messages need to be reinforced to

in a specific area such as ‘High visibility

in 2018/19 according

minimise the chances of accidents, which can

clothing must be worn’.

to the Health and

be costly for both the injured worker and the

“Hazard warning signs are designed

Safety Executive – and, as more people return

business in terms of potential fines - and dealers

to protect, and warn everyone from the

to the workplace, health and safety precautions

can play an important role in this.

possible dangers of a specific area or

are high on employers’ agendas.

machinery - very beneficial signage if people

SEEING THE SIGNS

are unaware of any potential hazards in a

are often busy places and also potentially

One of the most basic, yet effective, pieces of

particular part of the warehouse.”

dangerous. There is a lot going on - the use of

safety equipment is signage. “Prohibitive signs

heavy equipment, forklift trucks being driven

are common in warehouses. These red signs

important role in warehouses. There is often

about, high warehouse racking – all of which

grab attention and inform what can and can’t be

limited wall space available anyway but, as

can be potentially hazardous.

done in those areas,” says Peter Clayton, head of

people tend to look down while they are

sales at Spectrum Industrial. “While prohibitive

walking around a warehouse, a floor graphic

This is especially so in warehouses, which

With the end of social distancing a lot of

[32] SUMMER 2022

www.dealersupport.co.uk

Peter adds that floor graphics play an

H E A LT H A N D S A F E T Y I N T H E W O R K P L A C E

can be a very effective option. “As well as the types of signage positioned as wall graphics, line markings also help to define the safe walkways around a warehouse. When it comes to safety in the warehouse you will find a combination of safety signs that act as both warnings as well as safety measures in relevant areas help to keep

SALES SUCCESS

partially determined by the number of people

Innovative solutions such as rack end boards... can be important for customers

warehouse workers safe.”

employed and the level of risk involved in the work, Adam explains. “Site size and layout can also be important factors, particularly on larger sites. If there is a long walk from one side of the site to the other, or if there are multiple floors, more first aid kits will be required. “Visibility is key where first aid supplies may need to be spotted from a distance.

Of course, visual signage involves

Brightly coloured, wall-mounted, first aid

more than just warnings or prohibitors; it

seeing growth in demand, adds Steph. Outside

stations are the perfect solution for larger

can also act as a reminder, especially for

the warehouse too, there are opportunities for

environments. Posters and signage also

maintaining hygiene, which is still important

dealers, with demand for things like bollards

help to increase awareness of first aid and

as COVID-19 continues to be a threat in the

and delineator posts growing.

safety, emphasising to employees that their

workplace. “Hand hygiene is always going

“Safety onsite is key, but space is also

well-being is paramount. In workplaces with

to be prevalent following the pandemic,”

at a premium as floor space is hard to come

a lot of temporary workers, this becomes an

says Steph Gentle from Beaverswood. “The

by and every square metre counts,” says

essential part of maintaining safety protocols

need for social distancing type products has

Steph. “Innovative solutions such as rack end

and ensuring appropriate action is taken in

reduced, but warehouses are busier now, so

boards – rack ends are usually a dead space

emergencies.

companies have to invest more in the safety

– where you can house a health and safety

and comfort of their employees.

station, or a communication board - can be

depending on the nature of the work. Many

important for customers.”

warehouses stock extra eye wash, as dust

“This is where safety signage and visual communication is key. Visual cues, which

“Additional supplies may be required,

particles are a risk; similarly, trauma kits

can be anything from coloured frames

FIRST AID

are often kept in workplaces where there is

to shadowboards, help with maintaining

While warnings and safety equipment are

frequent use of machinery, such as forklifts

hygiene in the workplace as they ensure the

important, accidents still happen – as the

and pallet trucks.”

right cleaning equipment goes back to the

statistics attest – so first aid provision is vital.

right area. Shadowboards can also provide

“Businesses care about their employees – they

dealers are still just getting into, there are plenty

first aid and biosafety stations. We are seeing

want them to feel safe at work,” says Adam

of opportunities available in the sale of health

greater demand for these sorts of products;

Weidenbaum, commercial group director

and safety equipment and signage. Employers

anything that makes the warehouse more

for Safety First Aid Group Ltd. “There is a

appreciate its importance, and many will

organised means productivity is higher, and

greater appreciation now of the importance of

be looking to implement more measures as

employees are safer.”

comprehensive first aid provisions, from first

increasing numbers of people come back into

aid kits to defibrillators.”

the workplace or sites expand. Make sure you

Along similar lines, things like rack end barriers and rack protection equipment are also

The requirements for first aid provision are

While warehousing is a sector that many

are there to help and advise.

www.dealersupport.co.uk SUMMER 2022 [33]

SALES SUCCESS

VIDEO-CONFERENCING PODS

Rise of the pods More people are seeking quiet spaces to conduct video calls in – and increasing numbers of businesses are looking to install special pods for this purpose

ideo-conferencing is now an established part of how business gets done. If a physical

not be for others in the vicinity to hear. One solution gaining popularity is purpose-built pods, where

meeting cannot be arranged, or a meeting

workers can go and have a video-conference in peace and be sure that

needs to be convened at short notice, then it is

confidentiality will be maintained. As Jeff May, UK sales director at

easy to jump onto a Zoom or Teams call to do

conferencing manufacturer Konftel, notes, more people returning to

it. So, even now that many people are back in

their offices requires more video meeting facilities. “Lots of companies

the office, demand for video-conferencing continues to increase. But, in the office, there can be problems - especially if it is open

are evaluating, and investing in, long-term strategies,” he says. “Even though more people are returning to their desks not

plan. Things like background noise and movements can provide

everyone will always be present at the same time so demand for

distractions, plus a call could contain sensitive information that may

video meetings will continue to accelerate. Companies are having to

[34] SUMMER 2022

www.dealersupport.co.uk

VIDEO-CONFERENCING PODS

revaluate the best way forward and utilise space in a more effective way.” This includes changing where meetings take place. Prepandemic, video-conferencing often took place in standard meeting rooms and boardrooms. “Now meetings can take place literally

SALES SUCCESS

to be disturbed, they can step into the pod and block out distractions to focus on their task. They can also be used as spaces for employees to take a break and relax. Brother UK has installed acoustic pods to address noise issues.

anywhere and everywhere there is internet connectivity,” says Jeff.

“Generalised noise pollution can be a problem – people forget how

“That could be an impromptu meeting involving one or two people,

loud they can be on their own call when they have headphones on,

or a large scale gathering. We are seeing companies invest in lots of

says Phil Jones, chief executive of Brother UK. “If you don’t have

different meeting facilities in all shapes and sizes, from small huddle

headphones on your office environment can seem really noisy. We

rooms to larger conference spaces.

solved that by installing acoustic pods; people can sit in them, shut

“Workers can conference call at their desks but, obviously, in an open plan office there’s lots of background noise and the call itself

the door, and have a Teams call. These are adaptations we have made as we go - but they all present opportunities for resellers.”

could be a distraction to others. Installing some designated pods is a

OPPORTUNITIES FOR DEALERS

great option that is already gaining lots of traction.” The reasons why these pods are gaining popularity is clear.

Phil recalls that when Brother UK were looking for acoustic pods,

Framery Acoustics, a Finnish manufacturer selling into the UK,

finding them was difficult – he did a lot of desk research, and ended

has produced a range of pods for offices. They are easy and quick to

up placing an order with a business he connected with online.

access. “Pods provide on-demand privacy

However, more manufacturers are now

which will be needed even more in the

producing pod solutions in response to

future,” according to Mikko Tamminen,

increasing demand, and dealers should be

Framery’s market intelligence manager.

VERSATILITY OF PODS There are several other advantages to installing video-conferencing pods in workspaces. For example, they can be easily customised -

Wherever you join the meeting from, you have an equitable experience

alive to the possibilities that these present to sell to customers new and old. There are also opportunities for dealers to kit out the tech required in the pods. Pods need equipment such as power sockets, USB inputs, television screens or

whatever colour or fabric a customer wants to

attachment options, sound systems and

use, or the finish they want, or if they want to

lighting, which dealers can sell and, in some

apply graphics. Pods can be designed to fit in with existing office décor, or to stand out, whatever the customer wants. Another selling point is that pods don’t have to be permanent;

cases, install too. The number of businesses looking to redesign and repurpose their office space to entice more employees to come back into the

many brands design their pods to be relatively easy to assemble and

office looks set to continue to grow for the remainder of the year and

disassemble – usually within hours – so they can be moved, taken

into 2023 - dealers can capitalise on this and sell pods into customers

out or added to, depending on the needs of the business. Often

that have embraced video-conferencing.

made of lightweight materials, such as fibre glass, they can be moved around an office environment. And they don’t just have to be used for video-conferencing;

These pods are both eye-catching and practical and help to bring people back into the office, knowing that they can have as much privacy as they would enjoy when working from home. They should

they can be comfortable places to work, if someone perhaps has a

definitely be part of conversations for dealers when pitching for

deadline to meet, or something complex to work on and don’t want

furniture sales.

www.dealersupport.co.uk SUMMER 2022 [35]

LIVE IT

TEABREAK

LIVE IT Life hack When you’re off on your travels this summer, be sure to take a bar of scented soap with you! Pop it in with your bag of dirty laundry and keep your clothes smelling nice until you’re back.

Kind fines A Russian journalist has

THUMBS UP!

auctioned off his Nobel Peace Prize for over $100m to help Ukrainian kids. Dmitry Muratov auctioned off his Nobel Peace Prize to help Ukrainian children and families displaced by Russia’s invasion, The Week reports. In June 2022 an unknown bidder gave $103.5 million to win the prize; breaking the

CAPTION COMPETITION

previous record of $4.76m for the Nobel of James Watson, the co-discoverer of the structure of DNA. “I was not expecting this to be such a huge amount,” said Muratov, a founder of an independent newspaper and critic of Russia’s invasions.

TWEET CAPTIONS TO @DEALERSUPPORT

Quote of the month At dawn, when you have trouble getting out of bed, tell yourself, “I have to go to work” — or is this what I was created for? To huddle under the blankets and stay warm - Marcus Aurelius

[36] SUMMER 2022

www.dealersupport.co.uk

TEABREAK

LIVE IT

Did you know? The reason we say ‘raise a toast’? The Ancient Romans used to drop a piece of toast into their wine for good health.

Earlier this year, work began to create the wildlife crossing – at a cost of approximately $87 million and due to be completed by 2025. The Wallis Annenberg Wildlife Crossing is set to help mountain lions and other animals living across a 165-foot-wide area in the Santa Monica Mountains in California. The crossing will connect the Santa Monica Mountains with the Simi

PUB QUIZ

1. What is the oldest recorded town in the UK? 2. Which football player has the most Premier League appearances? 3. Which Central American country has a name which is translated as ‘The Saviour’? 4. What is the spell used in Harry Potter and the Philosopher’s Stone to make the feathers fly? 5. Which singer will ‘never give you up, let you down, run around and desert you’? Answers: 1. Colchester 2. Gareth Barry 3. El Salvador 4. Wingardium Leviosa (bonus point for correct spelling!) 5. Rick Astley

The world’s largest wildlife crossing is being built in California

Hills and will be surrounded by trees, bushes and other natural barriers to prevent vehicles from crossing and

Knock me down with a feather

scaring the wildlife creatures. Researchers predict that mountain lions in the region will become extinct within 50 years unless something changes. Motorways do not allow

Woman gives birth and graduates from university… on the same day TODAY reports that Jada Sayles, 21, received her university diploma, while still in hospital just hours after delivering her first child. Jada graduated in criminal justice from Dillard University in New

mountain lions to roam free and are

Orleans, Louisiana when she discovered she was pregnant. The night

also dangerous to such animals.

before her ceremony she began to experience contractions, causing her to miss her initial 8 am ceremony. The university president Walter Kimbrough arrived at the hospital, in full presidential regalia. “ I have been president for 18 years and this is the coolest thing I have ever done,” Walter told TODAY. Reflecting on the day, the new mother said “When people say how strong I am, it’s so encouraging”, also admitting she is still “very sleepy”.

www.dealersupport.co.uk SUMMER 2022 [37]

LIVE IT

FINAL WORD

The value of giving With hybrid working here to stay, businesses need to ensure that people working at home have the same support as those in the office

Emma Davies-Carolan Director of marketing, EMEA and APAC at ECI Software Solutions

he initial buzz around

their role from any location, they need

remote and hybrid

access to all key data; especially for those in

working might be

a customer facing role, the ability to view all

which, over time, can help to predict changing

starting to ease but, if a

relevant information relating to each account

requirements, as well as tracking every

business has decided to

in a timely manner is essential to ensure

interaction or piece of feedback.

offer its employees flexible working, it still

good customer service. With records stored

has a responsibility to ensure their teams are

in the cloud this process becomes seamless

properly supported.

for both new and long-standing employees

ESTABLISHING OPEN LINES OF COMMUNICATION

to navigate.

One of the biggest challenges of managing

Online job adverts including terms related to ‘homeworking’ have increased

Sales teams are also able to browse

remote employees is communication. This

at a faster rate than total adverts, with

customer profiles and order history to

was, arguably, the main hurdle businesses

homeworking adverts in May 2021 three

identify where products and services could

had to overcome in the early days of

times above their February 2020 average,

be upsold, without having to trawl through

the pandemic; feelings of isolation and

according to the ONS. Similarly, of working

departments working in silos hindered

adults currently homeworking, 85% wanted

efficiency and created additional work.

to use a ‘hybrid’ home and office approach to working in future. However, even towards the end of 2021, some businesses were uncertain about their long-term plans, with 32% not sure what proportion of the workforce would be working from their usual place of work,

One of the biggest challenges of managing remote employees is communication

going forward.

In the office, it’s far easier to communicate in-person if you need something - remote communication is different and requires a business to have multiple communication methods in place. Alongside digital messaging tools, teams also require an easy way to share files, data and view overarching business performance

With so many businesses now offering

endless paper records stored in filing

- something the majority of cloud-based

more flexible working arrangements, it’s

cabinets. This has been a growing focus

business management solutions can offer.

important that the office product supplies

for many businesses, especially as they’ve

industry also adapts to ensure it can attract

expanded into new markets and diversified

faced over the past two and a half years, it’s

and retain the best talent.

their product offerings.

important they do everything they can to

ADAPTING PROCESSES

management system, organisations can gain a

in their roles, as well as keeping clients up-

To ensure staff can successfully undertake

better understanding of customer behaviour

to-date with new services or offers.

By investing in a customer relationship

[38] SUMMER 2022

www.dealersupport.co.uk

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ensure teams feel supported and confident

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2022

Join us at DS LIVE THE industry event for all UK dealers

PUT THIS IN YOUR DIARY 20th October 2022 Coventry Building Society Arena, Coventry

Dealer Support Summer 2022

Articles inside

RISE OF THE PODS

TEABREAK

SAFE FROM HARM

BIG ASK - COUNTING THE COSTS

POSITIVE THINKING

STOP, LOOK AND LISTEN

MAKING FIRST IMPRESSIONS COUNT

WHAT’S MISSING? A SALES GROWTH MODEL

NEWS AND VIEWS

VOW PARTNERS WITH CHERRY

ADOPTING THE RIGHT POSTURE