Dealer Support February 2022 by Intelligent Media Solutions

Febuary 2022

Issue 318

inspiring success

Talking up the environment To leverage the full benefits of sustainable working practices, dealers need to communicate effectively

BIG ASK Is UK manufacturing becoming more competitive with overseas rivals?

EMBRACING CHANGE Tim Beaumont on riding the wave of change

INDUSTRIAL LANGUAGE The opportunities warehouse and industrial spaces offer

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FROM THE EDITOR

Ch-ch-ch-ch-changes ‘Change’ – a word that a lot of us are resistant to and don’t particularly enjoy but over the last two years we’ve been unwillingly pushed into an ever-changing situation. How we have dealt with, and adapted to, that change has often equated to how successful we have been – especially in this industry. One man who has embraced this change is Tim Beaumont. He discusses how the pandemic has changed the office supplies market, and why he still appreciates the traditional quality of local trading. It is likely that big changes will keep on coming this year as we continue to ride the wave of the pandemic and its many impacts. To help you navigate these stormy shores, Marc Pinner tells us how you can create meaningful change and Talking up the steer back to growth in 2022 – and, talking of waves and shores, our BIG ASK environment this month gets the industry to analyse whether UK manufacturing is becoming more competitive in relation to overseas rivals. For most stationers lockdown was a time to try and maintain business, but self-confessed stationery addict Sarah Laker decided to buy another shop! She tells us how her risky choice paid off, and how lockdown provided the opportunity to transform that shop so that it was more than ready to welcome customers when the country re-opened. However, it isn’t just aesthetically-pleasing shops that entice customers – these days, it’s also businesses’ green credentials. We speak to industry experts about why effectively communicating your sustainable working practices to other to key stakeholders is key to leveraging the full benefits. Knowledge is power, they say, and knowing how and where your customers are working is imperative to sales. We look at employees who need to duplicate their office space at home and the opportunities this presents to dealers. As the working world changes, and the market for traditional office products continues to decline, we also explore how warehouse and industrial spaces could be areas to diversify into to bump up your revenue. As always, don’t forget to chat to us on Twitter and let us know your thoughts and opinions: @dealersupport. Febuary 2022

Issue 318

inspiring success

BIG ASK Is UK manufacturing becoming more competitive with overseas rivals?

To leverage the full benefits of sustainable working practices, dealers need to communicate effectively

EMBRACING CHANGE Tim Beaumont on riding the wave of change

INDUSTRIAL LANGUAGE The opportunities warehouse and industrial spaces offer

Ellie Potter Acting editor

ACTING EDITOR Ellie Potter

CREATIVE TEAM Amanda Lancaster

FEATURES EDITOR Dan Parton

DIRECTOR Vicki Baloch

HEAD OF SALES Matthew Moore hello@dealersupport.co.uk All email addresses are formatted firstname.lastname@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. Printed in the UK by Buxton Press www.buxtonpress.co.uk Annual subscriptions are available at a cost of £68.00 for UK and overseas by surface mail, £90.00 for airmail. Subscription enquiries should be sent to the address opposite

Intelligent Media Solutions We Work Building, 115 Mare Street, London, E8 4RU Tel: 0203 794 8555 Fax: 0203 794 8554 Email: info@intelligentmedia.co.uk Web: www.dealersupport.co.uk

inspiring success

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January 2020

DEALER SUPPORT FEBRUARY 2020

Issue 294

DEALER SUPPORT JANUARY 2020

DEALER SUPPORT DECEMBER 2019

Decemebr 2019

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IT PREDICTIONS FOR 2020 What to expect for the year ahead

PHIL JONES Brother UK’s MD talks learning and leadership

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FEBTUARY 2022

Contents INDUSTRY 06 NEWS AND VIEWS The latest news and views from the industry

08 NEWS EXTRA Most SMEs at risk of cyberattack

10 EMBRACING CHANGE; SUPPORTING LOCAL BUSINESSES

Tim Beaumont on riding the wave of change

14 TOP THREE WINTER WELLBEING OPPORTUNITIES FOR RESELLERS

How you can find success selling sunshine in the dreary winter months

16 TRANSFORMATION AND CHANGE CAN STEER BACK GROWTH IN 2022 Marc Pinner discusses what 2022 may bring

22 BIG ASK

Is UK manufacturing becoming more competitive with overseas rivals?

DEALER SUCCESS 26 INDEPENDENT THINKING Sarah Laker on why she bought another shop in lockdown

LEADERSHIP 31 TALKING UP THE ENVIRONMENT Communicating your green credentials

SALES SUCCESS 34 KNOWLEDGE IS POWER

Catering for your customer’s working environment

38 INDUSTRIAL LANGUAGE

The opportunities warehouse and industrial spaces offer

LIVE IT 40 LIVE IT Take a break and enjoy some lighthearted fun

“Modern businesses are looking for suppliers that can offer them increased choice, enabling them to specify their office to suit their requirements.”

42 FATHER P. CLIP The good Father’s frustrations at things being out-of-stock

43 FINAL WORD

Focusing on sustainability in 2022

INDUSTRY

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

THE MONTH THAT WAS Nemo Office Club announces new conference date Nemo Office Club has announced the

to announce the new date,” said Nemo

new date for its 2022 Conference - Friday

Office Club’s MD, Tim Beaumont. “The

and Saturday April 29-30 at the Crowne

itinerary for the event will remain largely

Plaza, Stratford-upon-Avon.

the same.”

“Following the postponement of

The ‘Back Together Again’ Conference,

the conference we continue to prioritise

Quills Group acquires Control Office Supplies

which includes a guest appearance from

the health and wellbeing of all of our

Lord Digby Jones and an exhibition with

members and suppliers. After consultation

more than 40 suppliers the Conference the

with the hotel - and closely monitoring

first in-person joint event since Nemo and

government guidelines - we are delighted

Office Club joined forces in July 2019.

Prima announces event Prima will host its largest ever customer event, GROWTHFACTOR-e, on Thursday 12 May. Focused on growth, the event will provide users with

Senior management changes at AF International Paul Hardy, European brand director of office cleaning

automation solutions, training and networking opportunities

product manufacturers AF International, has left the

with Prima Marketplace partners, followed by an evening event

company, following more than 10 year’s service to pursue

of networking and entertainment. GROWTHFACTOR-e will be

new challenges. Margaux Lefaucheux will be assuming

hosted at the Hilton Hotel, Liverpool, and will deliver keynote

responsibility for AF International with immediate effect.

sessions, networking opportunities and practical demonstrations.

During his time at AF International, Paul expanded the

“As we optimistically head towards less turbulent times, we

brand’s revenue and developed many new markets. “The

feel now is the right time to invite all our customers to a unique

team retains some incredible talent to drive the business

VIP experience,” said Ian Buckley, MD of Prima Software.

forward.” he said.

“Our aim is for GROWTHFACTOR-e to deliver practical

Margaux brings a wealth of skills and experience,

advice with an insight into Prima’s recent enhancements and

having joined the company eight-and-a-half years ago and

future development roadmap. There will also be a Prima

been account manager for the last seven years.

Marketplace supplier exhibition.”

[06] FEBRUARY 2022

www.dealersupport.co.uk

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

INDUSTRY

Statutory Sick Pay and self-isolation rule change

Integra launches 2022 catalogue support programme

The Statutory Sick Pay Rebate Scheme has

Integra’s 2022 Office Product catalogues

been reintroduced, meaning that employers

have been going out to member’s customers

can claim for COVID-related sickness absences

across the UK to promote the diverse range

occurring from 21 December 2021 onwards.

of products and services they provide.

The scheme closed in September 2021, but its return

This year’s catalogue features more

was announced as part of the Omicron response.

than 7,000 skus, including industry-leading

You’re eligible if you:

brands and the group’s exclusive own

• Are small/medium-sized (fewer than 250 employees as of 30 November 2021) • Have a PAYE payroll system as of 30 November 2021 • Have already paid your employees’ COVID-related SSP • Are based in the UK.

brand, Initiative. Alongside free catalogues, members have access to a comprehensive support programme enabling them to costeffectively promote their latest catalogue including a digital version to support hybrid and remote working.

Antalis Packaging opens new smart packaging centre

Facilities supplies, health and wellbeing, technology and working from home all continue to be important parts of the product mix, together with core office

Antalis Packaging has opened its new Smart Packaging Centre (SPC), which

products, furniture and print consumables,

features a demonstration suite for packaging automation and a dedicated

to name but a few. Categories that present

packaging design studio.

additional diversification opportunities -

Following the initial launch of the SPC in 2018 the company has seen

such as medical supplies, workwear and

demand for its services grow. Antalis Packaging’s head of innovation and

PPE - have all been expanded and ‘green’

design, John Garner, says much of the demand is driven by customers

products can be found throughout the

seeking solutions to their packaging sustainability and efficiency concerns.

publication, giving customers more choice.

The new SPC, opened in January, has been designed to cater for this

Integra’s catalogue is also fully-

growing need. It provides customers with the opportunity to discuss their

supported with a digkit containing email

packaging requirements as well as packaging design solutions being

templates, web and social media content

developed, and samples quickly created on site.

together with digibook, ecommerce and

The latest developments in packaging automation, including carton

back-office data.

and bag on-demand machinery, are showcased in the new demonstration suite. Customers can also have demonstrations of a full range of in-thebox systems in air cushion and paper technology that wrap, cushion and protect products. Providing customers with the opportunity to see automation in action is a huge benefit, according to John. “A lot of our focus at the SPC is on helping customers to understand how they can future-proof their businesses,” he said. “The new dedicated design studio offers innovative packaging design as well as artwork design. Once a packaging solution has been developed on screen, samples can be created – and printed – in the demonstration suite.”

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

INDUSTRY

THE MONTH THAT WAS

NEWS EXTRA IT security needs improvement with most SMEs at risk of cyberattack Cyberattacks are on the increase, but many SMEs remain vulnerable and need to ensure their IT security is enhanced something in which dealers have a crucial role to play.

hile the past couple of years may have accelerated many small- to medium-

global region, with attacks increasing by 68%. “Everyone knows - or should know - that cyber security

sized enterprise’s (SMEs) move to

is a hot-button issue right now, and for a good reason.

digitalisation, it has also left them

However, the sheer number of threats and vulnerabilities out

vulnerable to new and evolving security

there is astonishing,” says Erik Sönnerskog, head engineer at

threats. Data from Konica Minolta

managed IT company zsah.

revealed that about 90% of SMEs are risking significant fines

“What is particularly surprising is that it is not just the

and reputational damage due to potentially fatal weaknesses

cyber security practices of IT teams and those working from

in their IT and data management and compliance.

home that need to be reinforced and prioritised, but also data

The data security vulnerabilities found varied from data

compliance. How and where organisations store data is often

protection issues - such as insecure storage of financial details

as - or more - important than the walls of security we put this

- to unsecured personal data, covered by GDPR laws with

data behind as failure to do so risks not criminal damage, but

the potential to result in massive fines. Many were also found

certified monetary and reputational loss.

to lack essential software updates and patches, not only for

“Of course – addressing this is easier said than done.

endpoint hardware, but also on servers containing all core

The rush to digitise in order to support workers who could

data systems – lessening their ability to avoid downtime and

only work from home, and the fact that smaller and smaller

keep operations functioning.

businesses, with fewer resources, are having to devote time

In addition, the cyber landscape, with its ever-growing

and resources to digital transformation, has increased the

crime rate, as well as the fact that SMEs are now seen as far

number of operations and data held online – potentially

more of a valuable and worthy target than they once were,

without the right protections.

combines to ensure a constant and growing supply of cyber risks for Britain’s businesses. Data from Check Point showed there was a 50% increase

“Businesses that may struggle to manage their own IT resources should consider outsourcing to experts who can manage their digital transformation and fully commit to

in global cyber attacks per week on corporate networks

ensuring cyber security and data compliance. For many, this

in 2021 compared to 2020. The number of cyber attacks

may be the best way to stay protected and avoid criminal or

increased most in the education and research sectors, with a

regulatory damage.”

jump of 75%. Government sector attacks saw a 47% increase,

Dealers selling IT products have a vital role to play

while attacks on healthcare organisations increased by 71%.

in advising customers on the potential threats posed by

Communications (51%) and ISP/MSP (67%) were also in the

cyberattacks and the products they need to stay safe and

top five most-targeted sectors. Europe was the most targeted

avoid costly downtime.

[08] FEBRUARY 2022

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INDUSTRY

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

Embracing change; supporting local businesses As the office supplies market changes, Nemo Office Club’s TIM BEAUMONT highlights the need to appreciate the traditional qualities of local trading while embracing the new world

im Beaumont, Managing Director

“We are called the office supplies industry, yet dealers

of Nemo Office Group is concerned

sell to warehouses, schools, retail outlets, doctors, dentists

that the office supplies industry is

and many other businesses that use our members for more

being misrepresented by historical

than just office supplies.” he says. “It is time that we, as

terminology that pigeonholes

an industry, reviewed how we are referred to in the wider

dealers into a narrow category that no longer

world to ensure that our dealers are seen as suppliers to

represents the breadth of product dealers sell.

the complete workplace – both from customer businesses

Especially since the pandemic, many dealers have

and potential supply partners.”

looked to expand their product offering and moved

Nemo Office Club has started to refer to ‘business

into sectors they would never have looked at pre-

consumables’ when talking about the traditional core

2020 – everything from PPE and COVID testing kits

business enabling dealers to pitch themselves as

to work tools and white goods – which are becoming

providing ‘workplace solutions’, which is certainly more

increasingly distant to their traditional core markets.

encompassing; whether it catches on in the wider industry

[10] FEBRUARY 2022

www.dealersupport.co.uk

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

INDUSTRY

Ask them what they are doing to ensure £1 in every £3 is spent locally

remains to be seen, but it is something that is enabling

KEEP IT LOCAL

Nemo Office Club members to reposition themselves as a

The drive to provide more products to different types

much broader supply partner to customers.

of businesses aligns with Nemo Office Club’s ‘Keep it

As an example of how the sector is looking towards different markets, Tim points to how Nemo Office Club

Local’ campaign, launched in June 2020. “The government made a statement that they

has recently secured a contract to supply electrical

wanted £1 in every £3 of government’s procurement

charging points for offices and home workers. “Dealers

expenditure to be spent with SMEs.” says Tim. “We

are having to adapt to customer requirements, as CSR

picked up on that message, used it to drive the

becomes increasingly important, we need to make

campaign, challenging government along the way and

sure that they have the tools to deliver, the electrical

reminding them of their commitment.” Letters were

charging point supplier is just one example of that. We

written to Boris Johnson and Michael Gove, and despite

also have contracts in place for supplying white goods,

receiving thousands of views on social media, there was

electrical supplies – basically anything with a plug - as

no response from either politician. Undeterred, Tim

well as things like garden tools, decorating equipment,

took some advice on how to influence the government

screws and nails,” he says.

and was told to pitch it at local MP level. “So now on our

“As well as providing the products, dealers are

website, keep-it-local.co.uk, anyone in our industry – or

also increasing the services on offer, be that secure

outside - can find out who their local MP is, download a

shredding, cleaning, leasing or managing coffee and

template letter and write to them and ask them what they

water machines – it is no longer just about delivering

are doing to ensure £1 in every £3 is spent with SMEs and

stationery and office supplies. We are continuing to

supporting local economies.”

work with our members to identify new opportunities

This very public engagement with MPs and much local

to supply the workplace, absolutely nothing is off the

activity from members has seen the campaign steadily

table in the future. Five years ago, who would have

gain momentum over the past 18 months. Tim adds that

thought our members would be selling white goods,

the groups internal portal has a wealth of information for

electric charge points and lateral flow tests!”

dealers, including a marketing pack containing posters,

www.dealersupport.co.uk FEBRUARY 2022 [11]

INDUSTRY

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

stickers, videos, packaging tape, template letters to send to businesses and networking groups, sales brochures, social media videos and postcards. “The most proactive dealers have gone to their local networking groups and said: ‘Let’s work together to support each other and our local economy’ and we have

Now, more than ever, independents should consider joining groups

had some great stories of wins – one dealer got all the business from a chain of estate agents while another got to pitch for local council business directly on the back of the campaign after many years of being rebuffed.” The campaign has also had buy-in from other

“But I think that over the next year 5-10% of dealers will come out of the industry either through acquisition or giving up, so there will be a similar sized pie, but less

businesses outside the sector, which shows the appetite

players, which will present opportunities for those dealers

to Keep It Local. Tim has plans to expand the

that are prepared to adapt to the changes.”

message further in 2022, including a Keep It Local

With testing times ahead, Tim, understandably,

Week from 9-15 May, including featuring activities to

believes that more independent dealers should consider

support the campaign.

coming under the umbrella of a dealer group. “Now more than ever independents should consider joining groups

FUTURE

– not just ours – because it is not as much about buying

The Keep it Local week taps into Tim’s cautious optimism

power, it is about collaboration, working together and

for 2022. While he believes revenues for the sector will

taking advantage of the expert support on offer to help

increase – barring another period of lockdown – it will

businesses to grow.

still be tough for some, and he envisages that there will

“Our members benefit from networking, marketing

be business acquisitions and inevitable closures.“I hope

support - online, offline, retail and commercial - fully

things will recover as more people go back to the office in

managed services covering social media and email

the first and second quarter,” he says. “There are problems

marketing, we can also help to generate new leads in

with inflation, supply chains and price increases, which will

addition to offering pre-negotiated trading terms with an

continue, but it is the same for everyone, so the consumer

ever-growing number of suppliers. Now, more than ever,

will end up paying the price.

dealers are stronger together.”

[12] FEBRUARY 2022

www.dealersupport.co.uk

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INDUSTRY

SPONSORED ARTICLE

INDUSTRY

of a proper workspace. In most of these situations the body is not properly aligned,

Encourage your customers to introduce specific colours to their working environments

which can lead to fatigue, discomfort and potential injury over time. Introduce your customers to ergonomics-based solutions such as those offered by Kensington and Leitz to help combat many of the issues associated with poor posture and other

has uplifting properties that promote

communicate these issues well and offer

related long-term health conditions. For

happiness, and orange can increase

clear solutions to the customer. Highlight

example, laptop risers, adjustable height

energy and motivation.

the importance of prevention for long-

stands and monitor arms bring screens

Encourage your customers to

term health issues, and showcase simple

to a more comfortable height to reduce

introduce specific colours to their working

and effective tools that prevent problems

eye strain and slouching, while back

environments to create a desired mental

that often impact customers working in

rests help create better alignment of the

effect, whether calming or energising.

sedentary roles.

spine and can be especially supportive to

Leitz’s WOW and Ergo WOW ranges offer

those staff who spend their days working

ergonomic-focused solutions and must-

is also crucial for success. Organising

from dining tables. Ergonomic keyboards

haves such as staplers, filing and storage

these products into a dedicated section

and mice help reduce wrist strain, and

solutions, and other accessories in a wide of

for easy searching and browsing helps

footrests provide another use-anywhere

vibrant colours to help energise the space.

simplify the shopping journey and

solution that supports a natural stressrelieving posture.

MAXIMISING COLOUR PSYCHOLOGY

ENJOYABLE WORKING ENVIRONMENTS Bright and bold colours might

Selling this category well online

makes it easier for customers to find what they need right away. Using positive problem-and-solutionfocused messaging, lifestyle images,

not be everyone’s taste, but that shouldn’t

and video content will enable your

mean sacrificing style in the workspace.

customer to envision how these products

the UK experience a form of depression

There is nowhere we spend more time in

will fit into their everyday lives and help

known as seasonal affective disorder

than the home, especially at this time of

drive purchase. The result - a healthier

(SAD), which includes symptoms such

year and now that more staff are working

and happier workforce, and increased

as low interest levels, fatigue, difficulty

remotely that environment should be

margins for the resellers.

concentrating and increased anxiety. The

an enjoyable one. For those who prefer

dullness of winter days, and the shortage

more muted tones, but still want to reap

and Leitz’s ergonomics solutions,

of sunlight, are major contributors to

the benefits of a comfortable and well-

including the WOW and Cosy ranges,

SAD, and the simple use of colour in

designed workspace, the Leitz Cosy range

please visit https://www.kensington.com/

one’s working environment can help to

offers a perfect happy medium with foam

en-gb/ and https://www.leitz.com/en-gb/

offset some of its impacts during the work

footrests, seat cushions, laptop risers,

day. Colour has been proven to signal

keyboards and wrist rests with inviting

action, alter mood and even influence

minimalist designs in softer shades such as

physiological reactions; for example,

warm yellow, clam blue and velvet grey.

During winter 3-in-100 people in

blue has a calming effect, green brings tranquillity by recalling nature, yellow

For more information on Kensington

When looking to capitalise on these sales opportunities, the key is to

www.dealersupport.co.uk FEBRUARY 2022 [15]

INDUSTRY

BRINGING BACK GROWTH

Transformation and change can steer back growth in 2022 MARC PINNER, Europe lead, ITA Group, discusses what this year may bring and how you can get the most out of 2022

More employees than ever are looking

data, organisations are still struggling to accurately predict

to leave their current employment,

the key drivers of an employee’s decision to leave their

so businesses have to focus on ways

organisations and, in the UK, we have added Brexit to the

to keep them happy and motivated.

phenomenon of ‘the great resignation’.

Likewise, customers are also more

For any business, nothing can be more authentic than

willing to move on, unless they are offered superior

the direct voice of the employee, and few things create

products and services by their current provider.

community like shared experiences. The qualitative comeback offers organisations the opportunity to ask

EMPLOYEE ENGAGEMENT –

employees hard and purposefully pointed questions. In

THE QUALITATIVE COMEBACK

so doing, it’s possible to leverage that personal feedback

Employee engagement has long been a negative

to create communities of engagement around sharedT

pre-occupation of HR managers and their bosses.

experiences between employees who may be in the next

2022 is going to usher in the ‘qualitative comeback’.

office, or halfway around the world.

Organisations carry significantly more data on their employees today than they did pre-COVID, but the

LEVERAGE HUMAN CAPITAL FOR ESG GOALS

growth of this data is largely quantitative in nature - in

Employees fled their jobs and companies at record

many ways it had to be, as employees were scarcely in the

rates in 2021. Recent surveys found that 40% of workers

office to offer qualitative sentiment. Despite having all this

globally are considering leaving their current employers.

[16] FEBRUARY 2022

www.dealersupport.co.uk

INDUSTRY

BRINGING BACK GROWTH

ways to celebrate achievements outside of emails and ecards that offer more of an experience. The focus will turn

Nothing can be more authentic than the direct voice of the employee

to public and personal moments to which entire teams can contribute, whether they are interacting in person or through technology. The most successful and memorable recognitions will, ultimately, be those experiences that align with an individual’s sense of purpose - but are also authentic and personalised. Creating these effective

Employees demand more today of employers than

experiences is a learned behaviour and it’s a skill that

ever - and social and ethical consciousness are two

will need to be developed across entire workforces and

areas of prime opportunity for employers to meet the

particularly among leaders.

demands of an increasingly exacting workforce. As a

While predictions are fun, listening to feedback directly

result, organisations will put environmental, social and

from the workforce should be an integral part of your own

governance (ESG) principles at the centre of their human

strategy for engaging your people in 2022.

capital management strategies in 2022. Approximately 58% of employees consider a company’s social and

CHANNEL

environmental commitments when deciding where to

Leaders need to ensure their programme strategy,

work, and employees are three times more likely to stay,

incentives, processes, engagement efforts and

and 1.4 times more engaged, when working at what they

systems are evolving to meet the demands of indirect

consider to be purpose-driven organisations. These stats

partner organisations. In turn, programme updates

reinforce why companies will lean in to ESG, build it into

should also help vendors and brands create an

their employer value proposition, and reinforce behaviours

improved customer experience.

connected to ESG principles as a means to attract and DELIVER EXCELLENT CUSTOMER EXPERIENCES

retain talent!

Channel marketers are experimenting with, and OFFER RECOGNITION THAT EMOTIONALLY

reinventing, several of the core components of the partner

CONNECTS TO LEAVE A LASTING MEMORY

experience in order to build a stronger, more engaged

As we all continue adapting to a ‘work-from-anywhere’

community of partners. For channel partners to deliver

environment, and retention is top of the minds of both

excellent customer experiences, they need to be just

employees and organisations, the need to foster a

as familiar with your brand’s product/service as they

sense of connection among co-workers, as well as within

are with their own business’ unique selling proposition.

organisations, will also evolve. I think you’ll see more

To ensure your products are top of mind, and being

emphasis on maximising recognition and finding creative

properly promoted, identify which partners are and are

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INDUSTRY

BRINGING BACK GROWTH

Every time a clear picture starts to emerge, something shakes it up

not engaged. You can then employ additional tactics to

FOCUS ON INFLUENCER

improve engagement and loyalty; provide them with key

AND REFERRAL PROGRAMMES

benefits, specialisation, certification etc, to help drive

Utilising referral partners is a great way to grow your

performance. Also be sure to offer relevant and timely

sales efforts because referral partners have already

communications that are specific to the actions you

gained the trust of the customer and the probability

want those partners to take, and recognise/reward that

of conversion is a lot higher. It’s important to look at

behaviour when they do.

your channel partners as companies you want to share success with, not organisations to exploit for

SHIFT FROM SELLING TO SERVING

your own benefit. The relationship should be mutual,

As customers research solutions for themselves - rather

and there should be responsibilities and objectives to

than trust the word of the salesperson throughout the

be met by both parties.

buying process - that person’s role has shifted from the representation of features and functions to offering

BE PREPARED FOR DISRUPTION IN ANY FORM

more assurance that the right team is brought into the

The current state of our lives, businesses and industries is

conversation. This is especially true as companies become

a bit like an Etch-a-Sketch in that every time a clear picture

more solution and service-oriented, meaning other,

starts to emerge, something shakes it up and leaves a

specific, areas of expertise have to be brought into the

blank slate. While 2022 is anything but certain, consider

sales process, such as marketing. The salesperson isn’t

how you will respond to an assortment of disruptions such

alone in the selling process, and can no longer be the only

as inflation, increased customer distractions, uncertain

role recognised and rewarded for a sale. Equally, as the

demand, supply chain disruptions, drained workforces and

traditional role of the salesperson through the lifecycle

the skills gap.

of the customer relationship has changed, new roles such as customer success managers, who are servicing

Taking stock early will transform performance, create meaningful change and steer back growth.

clients along the way, are needed to focus on the renewal,

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[20] FEBRUARY 2022

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INDUSTRY

BIG ASK

Is UK manufacturing becoming more competitive with overseas rivals? With costs of importing products from the EU and the Far East rising, how does UK manufacturing compare, and is it becoming more cost-competitive now? Should more dealers look at UK manufacturers for their products – and does sustainability play a part in people’s thinking? Simon Howarth, marketing and

challenged with creating a work environment that is all-inclusive

design manager, Dams

for a diverse range of employees. It is, of course, impossible to

There’s no doubt that British-made

design an office to suit every individual’s personality and needs;

products are now more competitively

it’s more about offering choices to people.

priced compared to imported goods.

Modern businesses are looking for suppliers that can

Since the start of the COVID-19

offer them increased choice, enabling them to specify their

pandemic in 2020, there has been

office to suit their requirements - and genuine choice not

disruption to supply chains for imported goods,

only means having a variety of products, but also demands a

with freight costs rocketing, and shortages in available

variety of ranges and multiple options for finishes, upholstery

containers and space on container ships. All this means that

and configuration to deliver a truly tailored approach.

choosing products that have been made in the UK simply

Furniture suppliers with their own manufacturing facilities

makes more commercial and financial sense now than at any

can offer that choice - but it’s also about confidence of quality,

time in recent history.

speed of delivery, continuity of supply and accountability from

A manufacturing operation thousands of miles away, in the EU or the Far East, is also much less flexible than a factory in the UK where changes in production schedules

a manufacturer that is managing the various elements of the supply process on the ground. Years and decades of tradition and know-how go into

can adapt in response to seasonal variations, market trends

the production of furniture at Dams. Manufacturing in the UK

and spikes in demand.

also means that we are protecting and developing the skills

With regard to furniture, every office environment is

needed for the office furniture industry of the future, ensuring

different. Each employee has a unique set of needs - many

that we create a legacy of quality, British-made, products that

of which are not always apparent - and businesses are now

are fully-traceable and built to last.

[22] FEBRUARY 2022

www.dealersupport.co.uk

BIG ASK

INDUSTRY

Lawrence Savage, marketing

planned governmental investments in funding - particularly

manager, ExaClair

across UK ports - should help alleviate these issues.

The manufacturing industry as a

As to whether more dealers should look at UK

whole has been going through

manufacturers for their products, innovation is key, especially

some challenging times over recent

with the environment in the spotlight, and there’s certainly

months, particularly when the effects

an increasing number of UK and European manufacturers

of Brexit and the pandemic are

concentrating on developing more specialised products and

taken into account. The recovery of economic activities within Asia, the USA and Europe has been leading strong demand

services to support dealers. UK exports may be forecasted to reach £1 trillion by the

for raw materials, which has impacted on the global supply

mid-2030s but, by tailoring their operations to suit the local

chain by causing tensions in both material and transportation

markets, manufacturers will still be able to also offer dealers

availability and costs, especially from the Far East.

effective solutions adapted to their localised consumer

This has also influenced lengthy extensions to lead times.

bases. With this in mind, ExaClair has recently invested in

A recent senior executive survey, undertaken by Make UK

new production machinery within our UK facilities; this will

which represents 20,000 manufacturers, revealed that two-

enable us to expand our business capabilities and build closer

thirds of companies are regarding the UK as a competitive

relationships with our customers.

location for manufacturing, while about a third are seeking to

British-made products are in high demand, with a recent

become less exposed to international risks by focusing on,

study indicating that 39% of international shoppers are willing

and investing in, more localised, innovative manufacturing

to pay a premium for these goods. Likewise, there’s certainly a

opportunities within the UK and closer EU states in order to

growing trend where UK consumers are seeking more locally-

counteract these issues.

sourced – as well as environmentally-orientated – products.

In terms of Brexit, importers have seemed to be less

According to YouGov research, 57% of UK consumers are

affected by it compared to exporters initially, thanks to the

willing to pay more to address their concerns in relation to

‘staged customs controls’ but, going forward, they too will

sustainable products; this rises to nearly 70% for members

now have to make customs declarations. With additional

of Gen Z, who now make up approximately 40% of all

safety and security measures due to come into force later

consumer markets. This demand has resulted in an increase

in 2022, this may result in some added impacts concerning

in the popularity of ecologically-aware ranges - such as the

the speed of the movement of imported goods. However,

Exacompta Forever Young and Eterneco collections.

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

INDUSTRY

BIG ASK

Steve Carter, managing director, Advantia UK manufacturing is becoming more competitive compared to importing from the EU and Far East – if you can get the goods. UK manufacturing

If we could get behind British manufacturing that would be great

relies on materials coming from the Far East and other countries and that’s where they are being let down, the same as importers are. One of my friends works for

– being able to bring goods into the country, being able to get

a small manufacturing company and he says the order book

those goods to manufacturing plants and then, once they have

is full, but they cannot do anything because they can’t get

been made into products, getting them back onto the road to

hold of the raw materials. Most dealers are reliant on getting

dealers and then the final mile deliveries.

goods from wherever they can currently. There are numerous reasons for this. Speaking to those

It isn’t a case of the government flicking a switch and saying to a manufacturer ‘we’ll support you a little bit’ the

both within and outside the trade, there is a perfect storm; high

whole supply chain requires looking at, including issues

cost of bringing goods across, extremely high energy costs –

around not being able to get raw materials and issues with

and it doesn’t show any signs of immediate improvement.

labour – not being able to get workers into warehousing,

Brexit is also playing a part, as now importers have to jump through hoops to get things done that, previously, were

delivery or distribution roles. If we could get behind British manufacturing that would

relatively easy; they aren’t easy anymore! If you are trying to

be great. Once we get through this pandemic the next thing

get goods into the country, any dealer will tell you their back

we will be looking at sustainability and being environmentally-

order list is longer than they would like it to be and this is

friendly, which is the right thing to do. If you can use British

because suppliers/vendors have to jump through these hoops.

manufacturers, and cut down on emissions and carbon

Even getting goods to/from Northern Ireland comes with its

footprint, then everyone wins. End-users will want to do their

challenges now. Add in the paperwork that needs to be filled in

bit to look after the planet and will take paying a little more for

to import goods, and it’s bumping-up costs; all that you can do

sustainable products, to a degree – but it can’t be extortionate

is add this onto the cost of goods - which is why we are seeing

amounts as they have a business to run.

increases, sometimes on a monthly basis, for goods. While everyone wants to support British manufacturing,

However, I am confident they would happily pay a little bit more for products knowing that they have come from a

the government has a big part to play – not just in supporting

sustainable source with a low the carbon footprint, which they

manufacturing businesses, but also the logistics that go with it

could show to their customer base.

[24] FEBRUARY 2022

www.dealersupport.co.uk

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

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DEALER SUCCESS

M A R P L E S TAT I O N E R Y S U P P L I E S

Independent thinking For most stationers lockdown was a time to try to maintain the business - but SARAH LAKER isn’t most stationers: she bought another shop and is now busy making it a success

[26] FEBRUARY 2022

www.dealersupport.co.uk

arah Laker describes

“I literally walked off the ward on Friday and

herself as a ‘stationery

into the shop on Monday,” she remembers.

addict’ – the kind of

“I hadn’t got a clue what I was doing. I had

child who wouldn’t

never worked in a shop, didn’t know how to do

spend their pocket

accounts, didn’t know how to buy or sell, I just

money on sweets, but on stationery and

knew I wanted to run this shop and I wanted it

notebooks. As an adult, nothing changed.

to be stationery because I loved stationery. The

So when she had the opportunity to take on

rest is history. I learnt everything on the job -

her own stationery shop in Marple, Greater

made a lot of mistakes - but got a few things

Manchester, she jumped at it.

right along the way.”

The only problem was that Sarah had no

Sarah actually got more than a few things

experience in retail, having worked as a nurse

right. Having been in business now for 16

since leaving school nearly 20 years previously.

years – no mean feat, given the tough times

M A R P L E S TAT I O N E R Y S U P P L I E S

I learnt everything on the job - made a lot of mistakes - but got a few things right along the way

DEALER SUCCESS

with ever-changing government guidelines,

she says. “We were like ‘You can’t do this to us!’

people not being in offices, decreased footfall, it

We opened in December for about three weeks

has been such a rollercoaster; to be recognised

before the next lockdown and then we didn’t

for getting through, and doing what I have

open again until April.

done in that period, is mind-blowing. I am

“But the silver lining was that I could

not a big name, just a little high street stationer

spend a lot of time with Molly to teach

with two shops.”

her about suppliers, where to source stuff from, that sort of thing. We also completely

PANDEMIC PURCHASE

revamped the shop - redecorated, put loads

the high street and stationers have experienced

What Sarah neglects to mention is that she

of stands in, made it bright and colourful and

in the past decade – she recently won the

bought her second shop, in Wilmslow, during

created a journey round the shop. There is a

‘Independent Retailer of the Year’ gong at the

the pandemic in 2020. “It was already a

gift section, an office section, a student section

BOSS Federation Awards, and the ‘Best Non-

stationery shop. I had known the guy for years

so it is distinct for customers.”

Specialist Independent Retailer of Greetings

– he was an Office Club member, like me – and

Cards North’ award at the Retas awards in

I knew he was retiring,” says Sarah.

consecutive weeks. “The past two years of the pandemic

After some consideration, she decided to

Sarah aims to give customers an experience when they visit her shops – something they can’t get online. “People

take on the shop with the idea that her eldest

can buy anything they want online but they

have been such a difficult time for everybody,

daughter, Molly, could learn from her and

cannot come into a shop and have a personal

personally and in business, especially for

largely run the shop eventually. “We took over

experience; they can’t try a pen, or smell a

independent retailers as we have fought so hard

in October and the government announced

notebook,” she explains.

to keep our businesses,” she says. “In lockdown,

the November lockdown three weeks later,”

“They also can’t use the knowledge of the

www.dealersupport.co.uk FEBRUARY 2022 [27]

DEALER SUCCESS

M A R P L E S TAT I O N E R Y S U P P L I E S

staff. Say you need a pen, but have arthritis;

with schools, give prizes, sponsor things,

you can order a dozen pens online but not get

fundraising – I shaved my hair off in the first

the right one. Go into a stationery shop you

lockdown and raised £7,500 for a local charity!”

can have a member of staff guide you through the pens available and you leave with one in 10

BUSY BUSY

minutes that suits your hand.”

Marketing the Wilmslow shop to the local community is part of Sarah’s many plans

People can buy anything they want online but they cannot come into a shop and have a personal experience

PART OF THE COMMUNITY

for the coming year. “We still have a lot of

As this shows, customers are at the heart of

work to do in the shop in Wilmslow to get

all that Sarah does. In addition, she places

it exactly how we want. We have a lot of

great significance on being an active part of

plans to work with suppliers this year to

the community in Marple and Wilmslow.

achieve these goals,” she says. She adds that

to expand it to become a community of

“When you are an independent shop, in

she hasn’t got any plans to add a third shop

support and advice.

a local community, it is so important to

- “but never say never! I didn’t know I was

give back to the community for what they

going to get shop number two.”

“There is always lots to do,” she says. “I’m also doing a marketing course this year,

Sarah also plans to expand a Facebook

and an SEO course. I like to be busy; I don’t

lockdown it was really evident, seeing all

group she runs for independent stationers.

like sitting still. I consider myself very lucky

these local shops reinventing themselves and

Called the Indie Stationers Network (www.

that I have a job that I adore.

helping the community in their hour of need

facebook.com/indiestationersnetwork) it

when they needed stuff; providing this to

has been running since 2019 and has more

to be easy, but I enjoy everything about it.

them was quite satisfying.

than 30 members. During the pandemic it

I love the thrill of the sale, the buying and I

was a resource for stationers to support each

get well supported by my suppliers and by

other, and share stories, and now she plans

Office Club.”

are giving to you,” she says. “In that first

“Anything I can do to give back, and be involved in the community, we do. We work

[28] FEBRUARY 2022

www.dealersupport.co.uk

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INDUSTRY NEWS AND INSIGHT Make sure your team are up to speed with the latest industry developments Sign them up now at www.dealersupport.co.uk

dealersupport.co.uk/contact | info@intelligentmedia.co.uk

E N V I R O N M E N TA L C R E D E N T I A L S

LEADERSHIP

Talking up the environment

Many OS businesses are becoming more sustainable in their working practices and the products they sell, but this needs to be communicated effectively to other stakeholders to leverage the full benefits

he recent COP26

measurements take into account the use of

MAKE IT EASY FOR CUSTOMERS

conference in Glasgow

natural resources, biodiversity, high carbon

Elisabete Wells, regional marketing director,

highlighted again of the

assets, energy sources, animal welfare, fair

UK & Ireland at ACCO, agrees that the

importance of reducing

wages, education, healthcare, gender equality

environment has become more of a priority

the number of harmful

and much more.”

for customers. “Resellers should make it

emissions into the atmosphere to slow the

However, she adds that the success of

as easy as possible for customers to find

effects of climate change. Many consumers

any sustainability programme relies on open,

environmentally-friendly products via

now look to not just the environmental

two-way, communications with stakeholders

ecommerce and printed materials,” she

credentials of a product before buying, but

such as industry associations, customers,

says. “Clearly showcasing that a product is

also to those of the companies that make or

environmental groups and governments. “As

recyclable, made from recycled material, CO2

sell it, which means businesses need to show

an example, APP routinely hosts stakeholder

neutral - or comes in plastic-free packaging -

what they are doing to that end.

advisory forums, leverages newsletters and

can make a huge difference for the customer

For Dr Liz Wilks, from APP, fundamental

social media, and establishes working groups

by making it easier to shop for products that

to the sustainability of any organisation

to help guide and create a sustainable supply

align with their values or personal green goals.

is the ability to look within to review and

chain to align its actions with customers and

enhance processes and policies, as well as

stakeholders,” she says.

outside the organisation to learn from global

“Sustainability can be leveraged by

“It can even be the deciding factor for a customer who may be debating between various products. So, while this may seem like

standards and best practice. “For a start,

companies as a strong value proposition

a small action, it helps play a crucial role in

it’s important to establish responsible and

for customers. Products and companies

promoting the use of sustainable products and

transparent procurement policies that take a

that demonstrate a positive impact on the

cutting down on wasteful activities that harm

holistic product view, starting at the ground

environment will help nurture customer

the environment over time.”

level with raw material sourcing,” she says.

loyalty, build product differentiation and,

“When done properly, these benchmarks and

ultimately, drive consumer traffic and sales.”

ExaClair, as part of the Exacompta Clairefontaine group, has also been enhancing

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

LEADERSHIP

E N V I R O N M E N TA L C R E D E N T I A L S

its environmental credentials in recent years.

sourced products. Many product lines are being

For example, the company uses pulp from

developed to carry the Blue Angel, PEFC™ or

sustainably managed forests and its sites are

FSC® accreditations. As we move deeper into

2022 we’ll be launching further ecologically-

continuously promoting recycling and waste

aware ranges throughout our brands.”

limitation, according to marketing manager Lawrence Savage.

MORE THAN LIP SERVICE

Don’t look to the past; embrace the market demands of the future

But if a business is going to promote its eco EFFECTIVE COMMUNICATION

credentials, this must be backed up by action

green grounds, and to understand what you

Lawrence explains that ExaClair has been

within the business. “Don’t ‘greenwash’; this

need to do to become a leader.

expanding its communication channels and

is not just about office supplies but about

library of marketing collateral over the past

how you run your business so your customer

sustainability will become increasingly

few years by incorporating more information

may have greater expertise than you do,” says

significant to how you operate and go to

into product labels and packaging, as well

industry expert Toby Robins. “Respect that.

market. From an environmental perspective,

as by developing a wider range of dealer

Be honest. Seize the opportunity to draw on

the government has legally binding

training reference materials and online

their expertise to work in partnership.”

commitments to reduce the UK’s carbon

support. “This includes a number of new

Having been involved in eco policies

“There is absolutely no doubt that

emissions, and all businesses are part of

brand videos and links to available non-

in the sector for more than 30 years, Toby

that. The increasing frequency of extreme

financial performance declaration (formerly

has advice for businesses at the outset of

weather events as the climate changes

CSR) documentation,” he says.

the journey. “If you don’t know where to

requires resilience planning; just remember

start, begin with a policy statement to show

how many times wholesalers have sought

environmentally-friendly products and

Talking about a company’s

your commitment,” he says. “Then create

your forbearance following flooding events

business practices is only going to become

a baseline by measuring where you are

around the country. Socially, the equality,

more important in the future, says Lawrence.

currently at so that areas to address can be

diversity and inclusiveness agenda has

“When taking into account governmental

identified and celebrated for progress.

gained huge momentum. If you don’t think

initiatives, such as the upcoming plastic tax,

“Why not do a staff survey to ask

this matters, then consider that 15 years

as well as people of Generation Z making

how important the issue is to your teams

ago the TUC required a breakdown on

up about 40% of all consumer markets,

and whether they feel you are leading or a

staff gender and ethnicity matched against

sustainability is set to continue to be a

laggard? Pick your top 10 customers and

seniority in the company. This wasn’t a ‘tick

massive influencer within the purchasing

check out their websites to understand how

box’ exercise as we were grilled on it during

decision process,” he says.

important it is to them. Pick your top five

our, thankfully successful, bid.

“Recent surveys have shown that 62% of ‘Zoomers’ prefer to buy more sustainably

[32] FEBRUARY 2022

www.dealersupport.co.uk

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“Don’t look to the past; embrace the market demands of the future.”

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SALES SUCCESS

K N O W Y O U R C U S T O M E R PA R T 2

Knowledge is power Knowing your customer is more important than ever. Following on from last issue, we look at employees who need to duplicate their office space at home and the opportunities this presents to dealers

ybrid working is

necessary equipment for both venues -

customers in a consultative and adaptable

expected to continue

which is why having close relationships with

capacity, understanding their working

to grow in 2022, with

them is important.

arrangements – fixed and on-the-go – and

the pandemic still

“Hybrid models, or greater permanency

providing proposals to deliver these as both

causing problems

working from home, puts the onus on the

one-offs and as part of a regular top-up and

and many employees

employer for even greater duty of care,” says

consumables proposition.”

preferring the flexibility of working some

Marianne Chamberlain, sales director at

of the time in the office and the remainder

Data Direct. “Some employees are well set-

FURNITURE FOCUS

at home. This presents opportunities

up, but some aren’t, so dealers have a crucial

For instance, it is important to ensure

for dealers to supply customers with the

role to play – working with their end-user

there’s a dedicated desk or workstation,

[34] FEBRUARY 2022

www.dealersupport.co.uk

K N O W Y O U R C U S T O M E R PA R T 2

SALES SUCCESS

IT NEEDS

IT infrastructure should not be ignored either

IT infrastructure should not be ignored either, says Russell Brown, head of SOHO sales at Brother UK. “Partners have the opportunity to engage with customers through a consultative approach to assess whether their current hybrid IT

an ergonomic chair and storage set up at

infrastructure – which may have been

home so that people can seamlessly switch

hastily implemented at the start of the

between office and home working, says

pandemic – will continue to meet their

Simon Howorth of Dams.

needs over the next few years. This needs-

“The more items that need to be

based assessment of customers’ tech and

transported between the office and the home

office supply set-up can help to shore-up

on a daily basis, the higher the likelihood of

vulnerabilities in security, productivity,

a disorganised or cluttered workspace, which

cost-efficiency or sustainability, while

has been widely proven to increase levels of

ultimately strengthening relationships. Such

stress and anxiety,” he explains. “While keeping

an assessment can cover everything from

the workplace tidy seems like an obvious

whether staff have the right office chairs and

starting point for being more productive,

laptop risers at home to avoid occupational

most employees find it the hardest to stick to

injury, to an efficient printer that boosts

– especially in their home workspaces which

productivity while keeping company

do not have the structure of the modern office

networks secure.

spaces. Make the space inviting and functional,

“Managed services can also be an

with dedicated furniture, and clutter-free, so

easy way to duplicate the office set-up in

you can be more productive and have a space

the home. IT managers can equip home

inside your home that makes you feel good.”

workers with printers while retaining

Jeremy Cooper, marketing manager

full oversight and control over remote

UK and Ireland at Fellowes, adds that

workers’ print devices – helping businesses

the company has seen an escalation in

to manage security, cost-efficiency,

demand for products that replicate the office

maintenance and remote diagnostics.”

workstyle within the home environment. “For example, where staff are used to

KEEP ON MOVING

working with two computer screens in

Of course, for those who move between

the office, it makes sense to have the same

work in the office and at home, luggage is

function at home in order to maintain the

also a concern. Robin Bayliss, group sales

same levels of productivity,” he says. “This

director at Bisley, says that, pre-March 2020,

means not only having comparative tech

commuters regularly took their laptop and

but also investing in monitor arms to house

cables to and from the office. “Now they

it and work with it efficiently – this is a

have two offices, what do you do? Well, the

product line that has grown exponentially

main difference is you now most likely have

over the last few months.

a dock-in screen at the office and another

“Similarly, we’re also seeing great

at home, so you still transport laptops but

appetite for everyday essentials that

now you’re taking more files and paperwork

transport well between locations, including

between each location.

portable laptop risers, wrist supports and lumbar supports and storage files.”

“Manufacturers and dealers have looked into whether to offer luggage - clearly

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

SALES SUCCESS

K N O W Y O U R C U S T O M E R PA R T 2

Resellers…need to make it as easy as possible for customers to find these products

pandemic the need for lockers has kept

and backpacks - and paired them with

multiplying. Now when you get to the

travel-focused products like laptop locks

office everyone will have their own locker

and portable USB docks to present these

compartment and no longer with just a key -

products in a way that transforms them into

smart locking technology is hot topic news.”

holistic solutions tailored to the modern worker’s situation.

WORKING WHEREVER

“Similarly, dealers need to approach

Elisabete Wells, regional marketing director,

selling as problem-solving and help the

UK & Ireland at ACCO, believes there is

customer to easily visualise how these

also a trend towards solutions that make it

solutions can fit into their working lives.

there’s a market, right? Wrong. The luggage

easy to work comfortably and productively

Resellers need to package their offerings in

of choice is, and always will be, the humble

wherever an employee may be. “Resellers

the strongest way possible to cross-sell the

rucksack; it does exactly what you want it to

should be introducing their customers to

bigger picture - perhaps through bundling

do – it can hold a ton of stuff and you have it

products that are portable, lightweight,

items with a special price or a ‘buy two, get

on your back so you still have two hands for

compact and easy to set up, and should

one free’ offer. Resellers also need to make

your mobile and morning cappuccino. Many

present these products in a way that

it as easy as possible for customers to find

places sell them, and at such varying price

addresses their pain points,” she says.

these products. Hybrid working is here to

Elisabete explains that employees

stay and, therefore, should be a dedicated

points, so the market supply is ready-made.” However, when in the office employees

should have the right tools at their

section of any e-commerce site.

need somewhere to put their belongings,

disposal wherever they are. “ACCO has

with lockers being the storage of choice,

taken some essential products - such as

and easily find and shop relevant

Robin points out. “During and post-

wireless keyboards, compact laptop risers,

product categories.”

[36] FEBRUARY 2022

www.dealersupport.co.uk

“That way, customers can quickly

2022

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SALES SUCCESS

WAREHOUSE AND INDUSTRIAL

Industrial language As many dealers look to diversify their product ranges and client bases some are turning to warehouse and industrial spaces for opportunities

ith the market for traditional office

sourcing safety signs for the site. “Sales of safety products are driven by the

signage, to meet specific requirements not met by off-the-shelf products, is a pre-

products continuing

need for employee protection and compliance

to decline – not

with Health and Safety Executive (HSE)

helped by the

regulations. With more than 140 workers

sell first aid kits and related products, as

pandemic – many

killed while at work during FYE21 (source:

Ben Corrigan, national sales manager at

dealers are looking at diversifying their

HSE Workplace fatal injuries in Great Britain,

Safety First Aid Group, explains. “The

product mix and breaking into new markets

2021 report), and the staggering economic

industrial workplace is, of course, a higher

to gain additional revenue.

cost to businesses of injuries and fatalities,

risk environment than offices; it requires a

there’s a clear need for safety signs to mitigate

higher number of kits per employee and the

opportunity for dealers is the industrial

risks in all areas of commercial premises –

usage of the products is higher,” he says. “The

supplies market, as Steve Plaistowe, business

and especially within factories, distribution,

industrial sector also has demand for a larger

development manager, office products

transportation, waste management and

range of products than offices.”

channel, at Spectrum Industrial, explains.

operational sites.

One sector that provides a great

“Safety signs and posters and similar products

“Safety signs, posters, etc., are key

requisite to success in the safety market.” Staying with safety, dealers can also

Ben adds that specialist knowledge is not required for dealers to sell first aid products.

are a great opportunity for resellers to delve

requirements for all businesses and, while

“End users understand what their own

further into,” he says. “If the reseller has

not technically challenging, there’s a

requirements are and the British Standard

already been selling catering/janitorial/

requirement for a broad range to be offered

can be used to guide people as to the number

workwear/PPE to a consumer business, then it’s

to the consumer given the myriad of different

and size of kits they require per employee.

highly likely they’ve already built a relationship

circumstances relevant to each operational

In addition, larger sites will have had to risk

with the same person who is responsible for

site. Then, the ability to offer custom/bespoke

assess their operation and will know what first

[38] FEBRUARY 2022

www.dealersupport.co.uk

WAREHOUSE AND INDUSTRIAL

SALES SUCCESS

aid equipment they’re looking for,” he says. “What industrial users need is to source this requirement from a single supplier. This includes the standard consumables, such as bandages and plasters, but often extends to higher priced items such as stretchers, defibrillators and trauma products. In a market where many products are commodities, having items in your range

There’s a clear need for safety signs to mitigate risks in all areas of commercial premises

that are unique, or add value, is important. A proportion of the market is always prepared to spend more on premium branded products,

online shopping,” says Mark Harper, head of

while others might value wall mounted, highly

sales UK&I, office technology, at HSM (UK)

visible solutions that have the added benefit

Ltd. “For example, if perfumes come in boxes

of literally displaying their commitment to

of 48, and each of those comes in a box of

employees’ health and safety.”

eight, then you end up with a lot of boxes and waste cardboard; if you put that in a skip you

BOARD MEETING

must pay for that skip - if you have a large

Meanwhile, as Yvonne Partridge, business

quantity you can use a cardboard bailer, and

development director at Bi-Silque, notes,

maybe sell it. However, for those who don’t

there is also demand for equipment such as

have enough to bail, and can’t afford a £10,000

heavy-duty whiteboards, cork and lockable

bailer, you can buy a machine that will turn it

boards. “Strong and durable, these boards are

into an alternative to bubble wrap, enabling

made from high-quality materials,” she says.

you to reuse the cardboard you would

“Whiteboards and cork boards are ideal for

normally have to pay to get rid of.”

displaying instructions, safety notices and

Mark adds that for dealers looking

data. Lockable boards can also protect the

to break into this market, it is all about

content against manipulation.

understanding the products, talking to

“Freestanding structures can be used to

customers and asking the right questions.

adjust open workspaces to existing needs.

“For example, you ask your customers

Industrial workstations are versatile and

who have warehouses, ‘How much do you

sturdy solutions, where shop floor workers

spend on bubble wrap? How much do you

can properly perform their tasks. They make

spend on cardboard disposal? How much

it easier to organise, access and utilise all the

cardboard do you produce?’ Then you

items necessary for the job at hand. “Visual

can talk about the products you have and

tools boost productivity by giving employees

their many benefits.”

the information they need, where and when they need it.”

For products such as shredders, which can be a significant investment, trial periods can be an important way to secure a sale.

PACKING SOLUTION

“Through our dealers we put machines out

Meanwhile, the pandemic has made

on a week’s trial – if we know people are

businesses consider products they hadn’t

serious – and nine-out-of-10 don’t come

thought about much in the past - such as

back as the company makes the purchase.

shredders that turn waste cardboard into

“Any kind of warehouse or industrial

quilted packaging material. “The market for

unit should be a target for dealers, whether

cardboard shredders has gone crazy due to

they are big or small.”

www.dealersupport.co.uk FEBRUARY 2022 [39]

LIVE IT

TEABREAK

LIVE IT Life hack Use a trouser hanger to hold your recipe book! This useful tip will stop you from losing your page and getting your recipe covered in ingredients when you’re getting creative in the kitchen. Simply hook the hanger onto one of your kitchen cupboard handles and clip your book to it for a stress-free, hands-free, cooking experience.

Delivering kindness

THUMBS UP!

A teenager who made and gave out thousands of COVID-19 ‘survival packs’ for young people during lockdown has been rewarded for his good will, BBC News has reported. Alfie Dixon-Clark, from Peterlee, came up with idea as he saw “a lot of people suffering”; he hopes his

CAPTION COMPETITION

actions will inspire “others to be kinder”. The 14-yearold was the youngest winner of a North East COVID Acts of Kindness Community Awards, backed by his council. The student estimates he has made about 14,000 activity packs for others during the pandemic, which also saw him produce special VE Day bags for local care homes. The bags contained activities such as colouring pages, craft

TWEET CAPTIONS TO @DEALERSUPPORT

supplies and snacks including fruit and chocolates.

Quote of the month There is always light. If only we’re brave enough to see it. If only we’re brave enough to be it. Amanda Gorman

[40] FEBRUARY 2022

www.dealersupport.co.uk

TEABREAK

Did you know?

LIVE IT

The odds of getting a royal flush are exactly one in 649,740. Poker fiends have a slightly better chance of laying down a straight flush - try 72,192 to one. However, out of the 7,462 distinct five-card poker hands, you have a 42% chance of getting a single pair.

Deep-dive discoveries BBC News is reporting that marine explorers have discovered a ‘pristine’ 3km coral reef at depths of 30m off the coast of Tahiti, in French Polynesia. It is one of the largest ever discovered

PUB QUIZ 1. Name the coffee shop in US sitcom Friends 2. How many human players are there on each team in a polo match? 3. In what year did Tony Blair become British Prime Minister?

Nations Educational, Scientific and

4. How many times has England won the men’s football World Cup?

Cultural Organization (UNESCO), which

5. What is the capital of New Zealand?

at that depth, according to the United

led the mission. UNESCO’s Dr Julian

1. Central Perk 2. Four 3. 1997 4. Once (1966) 5. Wellington

Barbiere said there were probably many more of these ecosystems that “we just don’t know about”. UNESCO director

Knock me down with a feather

general Audrey Azoulay said the “remarkable” discovery extended our knowledge of “what lies beneath”. The reef was found in November during a

Cloudy with a chance of sausages As reported by Sky News, a dog in Hampshire has been rescued from rising tides with a sausage attached to a drone. The Jack Russell terrier, called Millie, went missing

diving expedition to a depth known

after getting free of her lead in Havant. She was found stranded on

as the ocean’s ‘twilight zone’ - part

mudflats near Portsmouth, with rising tides threatening to sweep her out

of a global seabed-mapping mission called the Seabed 2030 Project.

to sea, prompting a rescue effort to swing into action. Police, firefighters and coastguards tried tirelessly for four days to rescue her, but were left scratching their heads when even kayaking out to her wouldn’t work. The chances of Millie being reunited with her owner seemed increasingly slim when a rescuer had the idea of attaching a sausage to a drone in the hope of tempting her to safety. Luckily, the pork-dangling plan worked, with the terrier following the sausage towards her rescuers, and away from the rising tides, to safety.

www.dealersupport.co.uk FEBRUARY 2022 [41]

SALES SUCCESS

F A T H E R P. C L I P

Bringing hope, peace and unity to the good brethren of business supplies The good Father has to stop himself from turning into an office supplies conspiracy theorist whilst getting frustrated by everything being out-of-stock can’t get enough of those out-of-stock blues, the out-ofstock blues are what I always choose.” Remember that song by the old stationery blues guitarist Blind Lemon Hole Punch and the Staples Brothers? My dad used to sing it to us every night as he tucked us all into bed and read us the latest back-order reports. I’d like to read them to my children too (not that I have any as I’m a priest… no, honestly!) but I’d have them up half the night. I’m not sure if it’s Brexit, or COVID, or the suppliers just not buying anything, but every day we have customers asking when their goods are going to arrive. We have the chilled customers who accept that they won’t

“I

[42] FEBRUARY 2022

www.dealersupport.co.uk

have their paper until the middle of next week, and we have the less chilled people who act as if someone is going to die because they don’t have staples. The quiet ones are the ones you have to watch out for though - beware the quiet ones! They’re the ones who are ringing around other dealers, checking if they have the product instead, ready to switch allegiance at any time. Sometimes they can appear friendly and interested via email - but as soon as they’ve stopped typing their reply they’ll be on the blower to ‘Perfect’ office supplies, getting them cheaper and getting another box free. Where are these ‘perfect’ office supplies companies getting their goods from? Are they making them? Or are they in cahoots with the suppliers to give them the goods first? Better not to think too deeply about it for fear

of becoming a real office supplies conspiracy theorist. There will always be this sort of customer who, no matter how much you look after them, will flirt with other dealers continually, order from them occasionally, and spend more time thinking about office supplies than we do! How do these people justify their wages? The fact that they save their companies 25p per month surely doesn’t warrant the amount of time they spend looking at our products. I often think that these people secretly want to be in our industry and are, ultimately, very jealous of our marvellous and exciting world. Maybe we should offer them a job. They would probably be better at buying and at least they could spend their time actually being productive!

FINAL WORD

SALES SUCCESS

Focusing on sustainability in 2022 ROD BARTHET, CEO at Kyocera Document Solutions UK, discusses how companies and channel partners can make 2022 a greener year

ustainability has

where the organisation removes more

been on the minds

carbon from the atmosphere than it emits.

of many a business

It’s an ambitious goal, and one that we’re

leader in the last

still some way from achieving, but there are

couple of years and

several ways it can be done.

continues to occupy

a prominent place in the news schedule. Here

DIGITISE AND AUTOMATE

we discuss some of the steps that companies

A first step for any business aiming to

and channel partners can take to ensure 2022

become carbon-negative is to conduct

is a great year for green initiatives.

a comprehensive examination of the company’s business practices to figure

Rod Barthet CEO at Kyocera Document Solutions UK negative status. A report from last year found that

OFFSETTING IS IMPORTANT BUT GO EVEN FURTHER

out where energy usage and waste can be

transportation – of which the daily commute

reduced. This covers areas such as energy-

is a major part – produced the equivalent of

Carbon offsetting has become a

efficient lighting and heating in office spaces,

122 million tonnes of carbon dioxide in the

straightforward, viable and economical way

and a commitment to products such as

UK in 2019, representing about 27% of the

of reducing an organisation’s environmental

sustainable printer inks or devices made

country’s total greenhouse gas emissions.

impact. Businesses of all sizes produce

from recyclable materials.

Put simply, a reduction in travel,

emissions, whether from heating and

While the above measures are crucial,

particularly by car, has been instrumental

powering offices, producing devices such as

it’s also important to consider more subtle

in driving these numbers down in the

printers, or simply from the energy consumed

changes, such as increased digitisation

last couple of years. As long as employees

by employees through commuting or working

and the automation of internal processes.

maintain the right to hybrid working,

from home. By committing to offsetting

For example, by automating tasks such as

businesses can reap the sustainability

projects, such as planting trees or the

invoicing, organisations can drastically

rewards for many years to come.

development of renewable energy facilities

cut paper usage while making staff more

around the world, our carbon footprint can

efficient in their roles. When it comes to

EMBRACE THE JOURNEY

be reduced significantly.

sustainability, every little helps.

Taking sustainability initiatives to the

However, one thing we’re now especially

next level requires hard work and longterm commitment but, by embracing the

step further and moving towards becoming

MAKE THE MOST OF HYBRID WORKING

carbon-negative. This means combining

For many businesses hybrid working looks

reason to be optimistic.

offsetting initiatives with additional efforts to

set to become a permanent fixture for office-

become more sustainable across every aspect

based workers. Maximising this is another

practices, such as offsetting, carbon-negative

of the business, culminating in a situation

great way of moving towards carbon-

can be a realistic and rewarding goal.

focused on at Kyocera is taking things a

challenge wholeheartedly, there’s every By thinking beyond established

www.dealersupport.co.uk FEBRUARY 2022 [43]

2022

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Dealer Support February 2022

Articles inside

FATHER P. CLIP

LIVE IT

BIG ASK

INDEPENDENT THINKING

TALKING UP THE ENVIRONMENT

NEWS AND VIEWS

TOP THREE WINTER WELLBEING OPPORTUNITIES FOR RESELLERS

EMBRACING CHANGE; SUPPORTING LOCAL BUSINESSES

INDUSTRIAL LANGUAGE

KNOWLEDGE IS POWER