Dealer Support Summer 2024

Summer 2024

Issue 342

Welcome

TO OUR SUMMER ISSUE

inspiring success in the workplace supplies industry

Let success be your noise Janet Bowden of Woodbank Solutions on 35 years of change, innovation and making an impact

THE NEW VOICES OF THE FUTURE

Amy Remmer on stepping up as new co-chair of the LOTFC

WHY MARKETING MATTERS

Helen Colton’s new column delves into the importance of marketing in 2024

A JOURNEY IN SUSTAINABILITY

Find out more about Fellowes’ path to achieving green success

“Ticks all the boxes”

“Outstanding combination!”

“Fantastic quality”

“The best printer”

“A cut above”

So much love, so little fuss.

Mono laser printers from Brother, the mono laser market leader and UK’s best loved printer brand.

Brother, “At your side” with built-to-last devices that keep people and processes functioning without fuss.

Log in to BrotherZone to download your mono laser toolkit.

“Reliable and trouble free”

FROM THE EDITOR

Finding the perfect balance It’s hard to believe that next month marks my first year with Dealer Support.

Over the past year, I’ve met incredible people, attended inspiring events and TO OUR witnessed the very best the workplace solutions industry has to offer—not to SUMMER ISSUE mention racking up thousands of steps on my pedometer!

If there’s one thing I’ve learned over the past twelve months, it’s that despite its challenges, the dealer and reseller community has emerged stronger and more resilient than ever. The secret? In my view, it’s the perfect blend of experience and innovation. During my time with Dealer Support, I’ve had the privilege of engaging with some of the industry’s most renowned experts, whose knowledge and expertise remain foundational. I’ve also met the innovators, movers and Let success shakers and next-generation leaders shaping the future. be your noise To keep moving forward, it’s essential that we balance wisdom and experience with fresh thinking and new perspectives. That’s why over the last year, I’ve made it my mission at Dealer Support to introduce new content, ideas and viewpoints, while still honouring and celebrating the traditional people, products and services at the heart of our industry. I hope you’ve enjoyed reading our fresh content as much as I’ve enjoyed curating it. I would love to hear your ideas on what you’d like to see more of in future issues.

This month, we feature VOW’s Amy Remmer, who discusses her new role as vice-chair of the BOSS Leaders of the Future Committee, while Janet Bowden of Woodbank Office Solutions reflects on her impressive 35-year career in the print industry and shares insights on business longevity. We dive into firmographics and the role of data in shaping marketing strategies.

Plus, Helen Colton introduces her new regular column, designed to get you thinking about fresh approaches to marketing.

As always, we’d love to hear all about your success and to be inspired by stories of resilience and agility. Please do share all your news via LinkedIn and X (formerly twitter) @dealersupport.

Summer 2024

Issue 342

DEALER SUPPORT JUNE 2024

Welcome

ISSUE 341

inspiring success in the workplace supplies industry

JAMES MCKEEVER JAMES MORTON REBECCA HOMKE

Janet Bowden of Woodbank Solutions on 35 years of change, innovation and making an impact

THE NEW VOICES OF THE FUTURE

Amy Remmer on stepping up as new co-chair of the LOTFC

WHY MARKETING MATTERS

Helen Colton’s new column delves into the importance of marketing in 2024

A JOURNEY IN SUSTAINABILITY

Find out more about Fellowes’ path to achieving green success

Holly Tinsley Editor

EDITORIAL Holly Tinsley

CREATIVES Amanda Lancaster

COMMERCIAL Kerry Smith

PUBLISHING SUPPORT Angela Howland PUBLISHER & CEO Vicki Baloch

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 Micropress Printers Ltd. www.micropress.co.uk

hello@dealersupport.co.uk All email addresses are formatted firstname.lastname@intelligentmedia.co.uk firstname@intelligentmedia.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 Ltd c/o Soho Works Unit 4.1 The Tea Building 56 Shoreditch High Street London E1 6JJ Tel: 0203 794 8555 Fax: 0203 794 8554 Email: info@intelligentmedia.co.uk Web: www.dealersupport.co.uk

INDUSTRY NEWS AND INSIGHT

Make sure your team are up to speed with the latest industry developments

NEWS & VIEWS TECH & IT MANAGEMENT DEALER SUCCESS INDUSTRY & MORE

SIGN THEM UP NOW AT dealersupport.co.uk/contact | info@intelligentmedia.co.uk

SUMMER 2024

Contents

INDUSTRY 06 THE MONTH THAT WAS

The headline news from the industry

08 NEWS REPORT

Preparing for the workers predictable terms and conditions act

10 CLICK IT: BEST OF THE WEB

30

Dive into the summer edition of our round up of the best dealersupport.co.uk content

13 IT ALL COMES DOWN TO ONE WORD Steve Carter on the simple word we should all be embracing to achieve success

14 BRIGHT AND BOLD AT BELTON WOOD

The Superstat Showcase 2024 brought summer energy to Grantham

16 THE NEW VOICES OF LEADERS OF THE FUTURE

Amy Remmer talks to us about evolution, revolution and the future of the workplace

32

BUSINESS SUCCESS 18 LET SUCCESS BE YOUR NOISE

Janet Bowden of Woodbank Solutions reflects on 35 years of growth and learning

22 WHY MARKETING MATTERS IN 2024

We are excited to introduce our new regular column from the ever-popular Helen Colton

GREEN AND ECO 24 A JOURNEY IN SUSTAINABILITY

36 “It is important that we inspire people to believe they can make the required shift changes needed within businesses”

Find out about how Fellowes have grown their green strategy for a better future

S T R AT E G I C G R O W T H 28 STRATEGIC VALUE CREATION: THE 4D MODEL

Diagnose today, design tomorrow, draw the plan and deliver the plan

30 GO FURTHER WITH FIRMOGRAPHICS

You know who your customers are and where, but what about firmographic data?

SALES SUCCESS 32 INDEPENDENT INSIGHTS

We catch up with Jespers of Harrogate to talk diversification and success

34 FINAL WORD

17

Tork Essity have partnered with ClimatePartner to strengthen their eco-awareness

INDUSTRY

THE MONTH THAT WAS

THE MONTH THAT WAS Brother UK named leader in sustainability

Brother UK has been named as a ‘leader’ in sustainability programs and services in the most recent IDC Sustainability MarketScape assessment. The business

technology and solutions provider has been recognised for initiatives such as its “Brother Group Environmental Vision 2050” commitment and remanufacturing capabilities in the new report, which assesses the sustainability programs and services of print vendors using the IDC MarketScape model.

Louise Marshall, director of ESG and organisational

development at Brother UK said: “Partnering with sustainable suppliers is a top priority for businesses. Being recognised as a leader in

sustainability programs and services will help to give our customers greater confidence that they’re partnering with the right print vendor, while representing a reflection of our genuine

commitment to ESG across our

operation and product services. We’re proud to be working towards a clear,

long-term global vision for a sustainable society, focused on improving resource

circulation, the reduction of CO2 emissions and supporting biodiversity conservation.”

New chair for BOSS Midlands Regional committee BOSS have announced additional networking

manufacturers, dealer groups, or dealers.

the BOSS Midlands Regional Committee – chair

chair said, ‘From large manufacturers to the smallest

and vice-chair Victoria Hilton from Exertis Supplies.

sectors within our industry. It’s a huge honour to be

opportunities following two new appointments to James McKeever from Sovereign Business Solutions The BOSS Midlands Regional Committee will be

announcing some new networking events later this

year and would like to recruit new dynamic committee members from the business supplies industry

including wholesalers, software service providers,

[06] SUMMER 2024

www.dealersupport.co.uk

James McKeever – BOSS Midlands Regional

retailers, Boss Federation embraces and represents all part of a like-minded team dedicated to supporting forward. I look forward to welcoming others to the

Midlands committee in due course and get to work

on our calendar of events which will look to help and inspire businesses and individuals.’

THE MONTH THAT WAS

Chrisbeon celebrates award and anniversary Chrisbeon’s 50th anniversary year has become even more

special after being named Best Small Business in the 2024

Shropshire Chamber Business Awards. The team were absolutely thrilled with the award, which was announced at the Shropshire Chamber Business Awards ceremony on Friday 21 June.

Richard Hughes, Chrisbeon partner, said “The business

INDUSTRY

Victor Stationery names new managing director Victor Stationery has appointed Richard Smithers as managing director, bringing his 28 years of industry expertise to the role.

awards are something of an institution here in the Shropshire business community and we are always happy to support

the event, judging categories in the past and attending the

event with our team to celebrate another successful year. It genuinely means a lot to us to be recognised for our efforts, and to be presented with the award in our 50th year really does make it extra

special. We would like to take this opportunity to say a big thank you to everyone who has been involved with Chrisbeon over the

years – all our members

of staff, suppliers and of course, customers.”

Hopax director retires after 25 years Mr Stuart Seymour, European sales and marketing director has retired at the end of June. After devoting 25 years of his career to Hopax, he believes that the time has come to stop writing long emails about sticky notes. Instead, he intends to volunteer to do some “good deeds” in the local community.

Mr Stuart said: “I would like to thank all who know me, for the wonderful companionship that I have enjoyed for 35 years in the business products and stationery industry. I thank you most sincerely for the cooperation and success that we have experienced together. The effort and understanding to deal with the challenges that we have faced have been greatly appreciated. I send you my

Beginning his career at the dealer level, Richard quickly advanced through various sales roles, consistently demonstrating exceptional sales acumen and leadership capabilities. Richard’s expertise lies in working with multi-functional teams and stakeholders at all levels, driving sales growth, improving margins, reducing costs, and enhancing operational efficiency. His strategic vision and ability to build strong relationships have consistently delivered successful outcomes, solidifying his reputation as a valued leader in the industry.

Robert Moore, CEO of Victor Stationery, commented, “Having worked with Richard before he joined Victor Stationery, I have seen first-hand his ability to grow sales and successfully manage and integrate all aspects of the business. It gives me great pleasure to see Richard’s entrepreneurial outlook and to witness his potential to grow our business further. I look forward to working closely with Richard in the coming years to deliver our growth strategies.”

best wishes for happiness, good health and success in future”.

www.dealersupport.co.uk SUMMER 2024 [07]

INDUSTRY

NEWS REPORT

NEWS EXTRA

Preparing for the Workers (Predictable Terms and Conditions) Act The Workers (Predictable Terms and Conditions) Act 2023 is set to come into effect in September of this year, prompting businesses to re-evaluate and restructure their work scheduling and management practices WHAT DOES THE WORKERS (PREDICTABLE TERMS AND

the worker with the new terms within

zero-hour contracts or

two weeks. Therefore, preparing for

outsourced workers.

CONDITIONS) ACT INVOLVE?

potential dialogue is crucial. Companies

Essentially, this government-backed

can deny an application if it aligns with

Assent at the end of last year, Business

law grants all workers the legal right to

one of six statutory grounds:

and Trade Minister Kevin Hollinrake

request a predictable working pattern,

● the burden of additional costs;

stated in a gov.uk press release, “A

encouraging dialogue between workers

● the ability to meet customer demand;

happier workforce means increased

and employers. Workers with more than

● the impact on recruitment;

productivity, helping in turn to grow

26 weeks of service can submit up to

● the impact on other areas

the economy, which is why we’ve

two applications for predictable work schedules per year, and businesses must respond within one month.

Although the Predictable Terms and

of the business; ● insufficiency of work during the

proposed periods; or

After the act received Royal

backed these measures to give people across the UK more say over their working pattern.”

● planned structural changes.

Conditions Act closely resembles the

Predictable working schedules

processes for flexible working requests,

have become increasingly important in

WHO DOES IT APPLY TO?

managers and business leaders will

recent years due to the rise of remote

● workers whose existing

need to acquaint themselves with

and hybrid working. This act will be

working patterns lack certainty

the new procedures. If a request is

especially significant for workers without

regarding the hours or times

approved, organisations must provide

standard schedules, such as those on

they workworkers on fixedterm contracts of 12 months or less (who can request a longer fixed-term or the removal of any

If a request is approved, organisations must provide the worker with the new terms within two weeks

provisions relating to fixed-term) ● agency workers (who can make

their request either to the agency or the hirer provided they meet certain qualifying conditions)

[08] SUMMER MAY 2022 2024 www.dealersupport.co.uk www.dealersupport.co.uk

3M - a brand you can rely on..

DID YOU KNOW...

Shoppers are putting more emphasis on value for money and deals

Hybrid workers and Facilities Managers now the dominant shopper in the channel with decline of traditional office admin/PA

Many shoppers are showing growing concern for the environment- but not over price

FOR MORE INFORMATION PLEASE VISIT WWW.POST-IT.CO.UK You can also get in touch with 3M by emailing swilliams6@mmm.com

INDUSTRY

SUMMER MOST CLICKED

CLICK IT

Dive into our latest round up of all the best bits from the Dealer Support website. From expert advice on business growth and strategy to top technology and surprising trends – get caught up on the ‘most clicked’ content from the last few weeks DEALER SUCCESS

So long to summer sniffles Summer is on the way and winter is in the rearview mirror – so why is everyone suddenly coming down with coughs and colds? As temperatures rise and people venture outdoors more frequently, the chances of germs spreading inevitably increase. The ‘Summer Sniffles’ are a yearly occurrence that can lead to increased work absences – here’s how dealers can help workers keep it at bay Read the full article HERE

MANAGEMENT

Breaking barriers: Empowering women in leadership Despite strides toward better inclusion and diversity in the modern workplace, women still face unique challenges and unspoken gender biases. These obstacles contribute to their continued underrepresentation in senior positions compared to their male counterparts. To fully leverage the benefits of a diverse leadership team, it’s crucial for organisations to effectively address unconscious biases and barriers to ensure that female leaders can thrive.

Read the full article HERE

[10] SUMMER 2024

www.dealersupport.co.uk

DID YOU KNOW Summer colds are most prevalent between June and October – typically just when most people are gearing up for their summer holidays!

SUMMER MOST CLICKED

INDUSTRY

DIVERSIFICATION

A purr-fect plan or barking mad?

You may have noticed an increase in photos of furry

barking mad, there’s no denying that pets are becoming

friends on social media over the last year, lounging in

an increasingly common feature in UK workplaces,

office breakout areas or welcoming visitors to receptions

prompting organisations to reassess their workspaces

across the UK. Whether you think it’s a purr-fect plan or

and cleaning regimes. Read the full article HERE

While dogs may top the polls of the nation’s most popular pets, tortoises, guinea pigs and domestic fowl are gaining traction in the top ten ‘most wanted pets’ lists!

SALES SUCCESS

The increasing buying power of the Millennial generation The next few years will witness a significant shift in buying power as the consumer landscape evolves. With the oldest members of Generation X (born between 1965 and 1980) nearing retirement, Millennials (born between 1981 and 1996) are gaining prominence as significant drivers of consumer habits. For dealers, understanding the buying habits of this age group is crucial for recognising the diverse priorities and preferences of a new generation of potential customers. Read the full article HERE

www.dealersupport.co.uk SUMMER 2024 [11]

INDUSTRY

SUMMER MOST CLICKED

ECO HACK:

You can use composted coffee grinds to help plants flourish and reduce waste GREEN & ECO

From office wars to eco wins: Managing sustainability conflicts

We all want to make the world a better place, envisioning a collective journey towards a more environmentally friendly future. However, conflicts of interest and competing priorities can sometimes make us feel at odds, despite our shared goal. So, what can managers do when different opinions and abilities mean we may not necessarily be on the same page when it comes to making sustainability changes? Read the full article HERE

WHAT ARE YOU READING?

LEADERSHIP

Control, Influence, Accept: Understanding the CIA model

“Leadership is about making others better as a result of your presence, and making sure that impact lasts in your absence“

The best bits and the most clicked content from www.dealersupport.co.uk

For business leaders, managing all the

when faced with tight deadlines and

tasks that need to be done in a day

numerous obstacles. Adopting the

can feel like a race to the finish line

CIA model can provide leaders with a

where the goal posts keep shifting.

structured approach to regain control

This pressure can lead to exhaustion,

and navigate challenges effectively

anxiety, and burnout, especially

Read the full article HERE

Sheryl Sandberg, COO, Facebook

[12] SUMMER MAY 2022 2024 www.dealersupport.co.uk www.dealersupport.co.uk

T H E R I G H T AT T I T U D E

INDUSTRY

It all comes down to one word

This month, STEVE CARTER is a man on a mission. Here, he talks about the importance of better communication between dealers, suppliers and wholesalers, and how success all comes down to one simple word

T

hose of us of a

assist’ the manufacturers and suppliers. If I was

me off on a mission - and when there is a mission

certain age can

a manufacturer, I would have probably been

to be carried out, there is no stopping me.

probably recall the

rubbing my hands together with pound note

In recent months I have spoken to many

days when, every

signs flashing across my eyeballs thinking, the

suppliers and encouraged them - not that they

couple of months,

two main wholesalers are going to do all this

have needed it - to reach out to the dealers in

the manufacturers

for us: happy days. To encourage dealers to get

our group, talk to them, find out what matters

and suppliers in our industry would be

on board with the idea, the minimum order

to them and how, as a supplier, you can help

knocking on dealers’ doors, bringing us up

values for any direct spend was raised to almost

them. Our wholesale partner has got involved

to speed with all their latest innovations,

impossible levels by many suppliers

and very often we have 3-way Teams calls -

marketing and promotional activity.

.

dealer group, supplier and wholesaler working

ONE SIMPLE WORD

together and coming up with innovative ideas

broken down by category and I have to say in

It is true that, from a delivery and

on how we can all help each other.

those days, as a young (ok, slightly younger)

environmental perspective, it made perfect

purchasing manager, I was really clued up

sense. But agreeing that the wholesalers

the dealer and supplier relationships are

on what each manufacturer and supplier was

would carry out marketing, promotional

strengthening again, and it all comes down to

doing and also planning to do.

activity and brand awareness on behalf of the

one word: Collaboration.

They would show us spend reports,

The dealer groups were, and still are, very good at carrying out the supplier negotiations,

manufacturers, forget it; that just didn’t happen.

I regularly meet up with dealers,

I am really pleased with the way in which

To find out more about how Advantia could benefit your company, please contact

ensuring that dealers have everything required

manufacturers and suppliers and everyone that I

Steve Carter in one of the following ways:

to trade directly and would also actively

speak with agrees that strengthening those direct

https://www.advantia.co.uk info@advantia.

encourage regular supplier visits to dealers.

relationships would be of great benefit. That set

co.uk 02476 373738

I also remember having weekly deliveries from all of them, directly into our warehouse and then a daily delivery from the wholesalers with the tail end products that had been ordered during the course of that day.

Then some bright spark came up with the

When there is a mission to be carried out, there is no stopping me

idea that the two main wholesalers could carry out all the forementioned activity to ‘help and

www.dealersupport.co.uk SUMMER 2024 [13]

INDUSTRY

S U P E R S TAT S H O W C A S E 2 0 2 4

Superstat Showcase brings brightness to Belton Woods

Bigger, brighter and better than ever – this year’s Superstat Showcase brought all the energy and vibrancy of summer as the workplace supplies industry gathered in Grantham

I

t was certainly a case

Forum, which featured a panel of experts

reception sponsored by CTS Wholesale,

of feeling the summer

from key categories: Workwear (Beeswift),

followed by an awards dinner and a band

energy as the 2024

Furniture (Dams Furniture), Packaging

playing 90’s club classics, ensuring the event

Superstat Showcase

(Antalis), Catering and Cleaning (Reckitt

ended on a high note.

took place on June

Pro Solutions), Ergonomics (Fellowes),

It was also a chance to celebrate for

27th at Belton Woods

and Wellbeing (Eat Fruit). They shared

many, with awards going to Exertis Supplies,

in Grantham. The event brought together

invaluable selling tips, target demographics

Nestle and Fellowes. Natasha Reid and Lucy

dealers, exhibitors and industry leaders to

and essential information, providing

Jackson from Office Evolution were named

celebrate and showcase the latest products,

attendees with critical insights to capitalise

Salespeople of the Year, while Rainbow

innovation and forward-thinking strategies.

on new opportunities in the market.

Office Supplies earned the Marketing

INSPIRING WORDS

HITTING A HIGH NOTE

There was a real buzz as attendees were given

Offering plenty of networking opportunities,

Group, praised the event, saying “The 2024

the opportunity to explore offerings from 34

the event saw people from across the

sales conference really was the best one yet

exhibitors across diverse categories, while

industry enjoying the chance to catch up in

– the atmosphere and mixture of forward-

guest speaker Jamie Morton, renowned for

the summer sun with a relaxed summer BBQ

thinking like-minded businesses really

his role on TV’s SAS: Who Dares Wins,

and 90’s Culture Quiz on Wednesday night.

added to a fantastic location and extremely

inspired with anecdotes from his SAS career,

Thursday evening featured a lively drinks

professionally organised event.”

Excellence award.

James McKeever, Sovereign Business

TV journey and his current role as a highaltitude mountain guide.

Andrew Beaumont, MD of Exertis and the main sponsor, also delivered an engaging business update detailing the expansion of their new warehousing space and the launch of a revamped marketing portal offering extensive free digital collateral to dealers.

A highlight of the event was the Open

[14] SUMMER MAY 2022 2024 www.dealersupport.co.uk www.dealersupport.co.uk

The atmosphere and mixture of forwardthinking like-minded businesses really added to a fantastic location

A high quality, high white sheet produced with 100% sustainable eucalyptus premium fibres.

Report is ideal for a multitude of applications including reports, documents and leaflets.

Available in A4 and A3 in weights of 75, 80 and 90 gsm, with Colorlok technology ensuring richer and truer print images.

Report is perfect for printing on inkjet and laser printers, and is FSC® certified.

For more information or samples, contact your local branch.

Delivered by Experts, Nationally

www.paper.co.uk

gpmi.ie

INDUSTRY

LIFTING NEW VOICES

The new voices behind the Leaders of the Future

The BOSS Leaders of the Future committee provides a platform for emerging voices to explore innovative ideas and strategies. In the first of a twopart article, we sat down with AMY REMMER, new co-chair, to hear her perspective on what the future holds for the workplace supplies industry and what changes are needed to prepare for it

T

he most recent BOSS Leaders of the

operations, enhancing support for supply chain and improving

Future (LOTF) conference was held on June

customer service efficiency. It will also help the industry adopt

13th at ACCO in Aylesbury. The annual

more sustainable ways of working and work alongside e-commerce

event has become a key fixture in the

expansion to give businesses and end users a seamless way of

workplace supply industry calendar,

purchasing and sourcing what they need.”

offering a forum for emerging voices and

future leaders to gather and strive to become the ‘best version of themselves’ – the theme of this year’s event.

Marking a new chapter for the committee, James Day, managing

Change management is key to business resilience.

However, sometimes there has to be a choice between revolution and evolution. What do you think we need

director of Durable and Amy Remmer, account director at VOW

more of in the industry right now?

Wholesale, have recently stepped up to lead as co-chairs following

“I personally feel that revolution is needed more within businesses, this

the end of the current co-chairs’ tenure.

leans into the idea of strategic overhauls that are necessary to keep ahead of the competition and helps businesses respond to significant shifts in

The LOTF committee is all about elevating the next

the market as the technology landscape continues to evolve.”

those keen to harness change. But what are the

What does the industry need to be doing to push

instigate in the new few years?

processes and improved culture and inclusivity?

generation of leaders within the industry – especially biggest changes you think the industry needs to

forward in terms of new technologies, more sustainable

“I think that the biggest thing the industry needs to instigate is the

“At VOW we have a well-established ESG proposition and regularly

introduction and integration of AI into the workplace - streamlining

report on ESG/CSR Metrics to all our stakeholders and I believe this

[16] SUMMER MAY 2022 2024 www.dealersupport.co.uk www.dealersupport.co.uk

LIFTING NEW VOICES

INDUSTRY

I believe it is important that we inspire people to believe they can make the required shift changes needed we are to continue to grow and evolve with the with the market - is key.

Manufacturers and brands need to home in on innovation and think outside of the box. Finally, I think digital innovation will be a key trend that needs to be watched and followed. The buyers of this generation are fully intwined with the digital fruition that has been seen over recent years and new ways of engaging with customers/end users will be key to the longevity of the industry.” instils trust and accountability that is needed to evolve the way we work and contribute to the environment and society. Also, fostering an inclusive workplace environment - offering flexible working and providing equal opportunities for all. I think the industry needs to

The LOTF committee is all about supporting future industry figures to become the best version of

themselves. What are your professional and business

further lean into more sustainable practices, looking into greener

goals for the next five years?

manufacturing and promote more sustainable products. Using

“For me over the next five years I would like to continue my journey

market data and AI will also help improve processes and steer the

into leadership and share my passion for our industry with people

industry into new ways of buying/sourcing.”

who are aligned with my vision of a sustainable industry that is at the forefront of innovation and technologies. My aim is to offer customers

The next generation of business leaders will need

to be adept at predicting and identifying consumer

trends - what do you predict to be the major trends in

a partnership that offers growth and expansion into new market areas and support them heavily in all areas of their business to foster long term partnerships, and I would like to see Vow at the helm of

the industry over the next few years?

customer excellence. As new co-chair of the LOTF committee, I

“Major trends over the next year that I predict will be the continued

believe it is most important that we inspire people to believe they

diversification of product offering, as markets continue to merge and

can make the required shift changes needed within businesses to allow

become one and consumer demands dictate supplier consolidation. I

them to become more resilient, competitive and forward thinking.”

think we will see more branching out into workwear, facilities supplies/

In our next issue, we pose our questions to James Day about

cleaning and hygiene, feminine hygiene and personal care. Alongside

what the next generation of workplace supplies leadership should

the continued need for a more sustainable product offering - this is

focus on and get his take on the trends, topics and technologies that

something I talk to my customers about daily and something that - if

can shape the industry’s future.

www.dealersupport.co.uk SUMMER 2024 [17]

BUSINESS SUCCESS

35 YEARS OF GROWTH

Let success be your noise There’s no denying that summer tends to lift everyone’s spirits. The days are warmer, the sun shines brighter, and there’s a lot to look forward to. This year, Woodbank Office Solutions has even more reason to celebrate - JANET BOWDEN, founder and managing director, talks to us about 35 years in the print industry

Congratulations on 35 years in the print industry.

First, we’d love to hear about how you’re going

has allowed me to build and sustain great relationships with our suppliers, manufacturing partners and our customers. But I never

to be celebrating with the team! How will you be

forget that every day is a school day, and you never stop learning.

Thank you. It’s hard to believe we’ve been doing this for 35 years.

Can you tell us a little more about some of changes, challenges

marking this milestone?

We’ll celebrate in several ways over the next 12 months. We’ve

and events that have most surprised you during your time in

already booked our annual party which we always have at Christmas,

the industry? How did they change your perspective?

and as we’re a family, it includes every employee, their partners and

Over the years, printer functionality hasn’t dramatically

our suppliers. There will also be a few other surprises throughout the

changed. Yes, we’ve moved from analogue to digital, yet businesses

year, but I don’t want to give the game away!

still want to print, copy and scan. Print quality and reliability have hugely improved, and the introduction of integrated software has

What do you think is the secret to longevity in

the business world, and how have you applied this

advanced significantly. I’d say the challenge for us as an industry is how we deliver solutions for today and tomorrow’s office

to your own professional journey?

environments. It’s so much more than simply selling a printer. You

Basically, hard work. Then I’d say stability, quality of service and

are a consultant looking after the office technology, document and

consistency. Our 29-year partnership with Konica is proof of that, and

data management needs of your customer, not just for today but

as a leader, being hands on and staying involved with your business,

for the future. Has my perspective changed? To be honest no, it’s all

customers and the people that work with you is very important. This

about delivering what you promise.

[18] SUMMER 2024

www.dealersupport.co.uk

3 5 YEARS OF GROWTH

BUSINESS SUCCESS

I never forget that every day is a school day, and you never stop learning How has the industry changed over the years - and what do you think we need to ensure that we’re

attracting and retaining the best talent in the future?

Our role as a provider has changed, and we’re now a more consultative solutions provider than a company that’s focused on selling a printer. For example, we don’t employ salespeople, we employ account managers who continuously receive product training and development and sales management support to enable What do you think makes a good leader, particularly

them to deliver the very best to existing and new customers. We

in difficult or trying times?

also prefer to keep the departments that support and work with our

Never stop working at it or take it for granted. Success relies on

account managers in-house, which creates an environment in which

many factors, these include providing guidance and encouragement

everyone is focused on the same goal. With regard to retention,

to your team, treating your customers and employees with respect,

I’m proud that the average tenure of our team here at Woodbank is

building trust and strong relationships and working hard to deliver

eight years. Quite a rare thing in our industry. It’s built on creating a

what you set out to do.

culture where we all feel and are part of the Woodbank family.

How do you think your leadership style has evolved over the years and what are the biggest lessons you’ve taken away from your journey so far?

Trust has always been crucial to me, and it has to be mutual.

I’ve learned over the years that allowing people to develop themselves through guidance and encouragement is necessary for their own growth and that of the company. The biggest lesson I’ve taken away from my journey so far is finding the best people you can, providing them an environment where they can thrive, and rewarding them accordingly.

35 years of

success and still gaining strength

www.dealersupport.co.uk SUMMER 2024 [19]

LEADERSHIP

35 YEARS OF GROWTH

providing a broader complimentary portfolio which we use to

I always instil in my team that when we meet a new customer, they are a customer for life Can you tell us a bit more about the changes you have

observed in organisational culture and what you think the

tailor and recommend the best solutions. Over the next 12 months, I think we will see the introduction of more software solutions that can be integrated into the products that we provide.

Other than that, I think it’s about differentiating yourself as a business in the industry, rather than diversification.

What technology are you most excited about seeing new innovations in?

I’m excited about innovations that offer businesses flexibility, such

biggest steps forward have been for the industry?

as the advancements in print and document management. These

The biggest change I’ve observed in organisational culture is probably

technologies transform business operations and enable companies to

related to sales. Historically we were the print version of double-

think about for example hybrid and remote working. They also give

glazing salesmen, and this approach has not stood the test of time.

businesses more freedom to operate smarter, in multiple locations.

Many of the dealers that were around when I started my business 35

Being able to implement a holistic solution in your business is no

years ago no longer exist. The biggest steps forward for the industry

longer limited to big companies. They’re now much more affordable

have been led by our manufacturing providers who’ve developed

and accessible for smaller companies.

their product offer to meet the needs of today’s office and business environment. We too have taken big steps forward over our 35 years

Finally, do you have a personal philosophy or

to keep up with that development, providing our customers with

mantra when it comes to business?

solutions that best fits them now and in the future. I see that as the

My personal mantra has always been “Work hard in silence, let

direction our industry will continue to go in.

success be your noise”. I’ve always enjoyed being hands-on and still enjoy the opportunity to go and see our customers. It’s always a

Diversification seems to be an important component to

business success in the current climate. What do you think

great feeling when we welcome a new customer to the Woodbank family, and I am fortunate that many of the customers I had when

diversification will look like in the next year?

I first started this business are still with me today. I never take that

I can only talk from our experience working with our

for granted and always instil in my team that when we meet a new

manufacturing and software partners. Diversification for us is

customer, they are a customer for life.

[20] SUMMER 2024

www.dealersupport.co.uk

BOOKS FOR YOUR NOTES Notebooks, planners and diaries As human beings, our thoughts are our most powerful tool. They come and go, passing us by in milliseconds. The trick is to become conscious of them, hold on to them and allow them to unfold.

SIGEL RE-UP

The sustainable way to take notes: no trees are felled during the manufacture of Re-Up. Instead, the paper is made of coffee husks and cotton scraps. Next level recycling and upcycling.

100% recycled materials, vegan

SIGEL CONCEPTUM Enjoy all the advantages of Conceptum in the form of a cleverly designed business book that takes making notes to the next level – a wide range of features, a unique design and top quality for use in the professional sphere.

AN INSPIRING ENVIRONMENT FOR A GREENER PLANET

NOW AVAILABLE FROM

FSC- & PEFC-certified vegan

SIGEL LINESCAPE This is where colour comes into play. Mustardyellow accents paired with practical features and an unmistakable design. Linescape stands for note-taking at its most individual.

FSC-certified vegan

SIGEL JOLIE

Contact 01553696600 or Visit www.exaclairlimited.com For More Information

For ladies only?

Not at all! The Jolie notebooks and diaries with their high-quality cover finishes and numerous features have long since won the hearts of a large fan base.

FSC-certified, vegan

BUSINESS SUCCESS

M A R K E T I N G M AT T E R S

Why marketing matters in 2024

We are thrilled to introduce our new regular column from HELEN COLTON - this month, Helen is drawing on her considerable experience in the industry to explain why marketing is more important than ever

T

ime is precious and for

establishes credibility. Consistent professional

offerings, your business can

many businesses during

marketing efforts convey reliability and

attract customers more effectively.

the pandemic marketing

expertise, differentiating your business from

Marketing is about more than just

became one of the first

competitors. A recognisable and trusted

visibility; it is about persuasion and

areas to suffer. However,

brand is more likely to attract and retain

positioning, ensuring that your business is

in 2024 it’s more important than ever to

customers, who feel confident in your

the preferred choice among potential clients.

market yourself, essential for sustaining and

business’s ability to meet their needs.

INTELLIGENCE: Marketing can provide

PARTNERSHIPS: Marketing facilitates

growing in today’s competitive landscape.

REVENUE: Marketing is crucial for driving

networking and the establishment of valuable

insights into market trends, customer

partnerships. By actively promoting yourself,

sales and revenue. Without marketing, even

behaviours and competitor actions. This

you can attract potential collaborators,

the most exceptional products or services can

intelligence is essential for making informed

partners, and alliances. These relationships

go unnoticed. Effective marketing strategies

decisions, adapting strategies and innovating.

can lead to new opportunities, such as joint

can help you to reach potential customers,

By staying attuned to market dynamics,

ventures, co-branding initiatives,

convert leads into sales and generate steady

you can remain relevant and responsive to

and expanded market reach.

revenue. This financial gain can then

changing demands.

be utilised for maintaining operations,

ADVANTAGE: In a crowded marketplace,

any business. By effectively marketing

reinvesting in the business and to fuel growth.

effective marketing is key to standing out. By

yourself, you can secure your market

RETENTION: Marketing enables you to

clearly communicating your unique selling

position, foster sustainable growth and

identify and reach your target audience. By

propositions (USPs) and the benefits of your

build lasting relationships.

Marketing is a strategic necessity for

understanding and addressing the needs and pain points of potential clients, you can attract new customers. Additionally, strategies aimed at customer retention, such as loyalty programs and personalised communication, can enhance satisfaction and foster long-term relationships.

REPUTATION: A strong marketing presence builds brand awareness and

[22] SUMMER 2024

www.dealersupport.co.uk

Marketing can provide you with insights into market trends, customer behaviours and competitor actions

office products collection 2024 Initiative provides your customers with all the core items they need in their workspace!

Benchmarked against like for like brands, Initiative ensures you can compete whilst still achieving impressive margins.

Members also have access to free online catalogues, email marketing, social media content and much more.

Exclusive to Integra members Over 300 core products Available via Antalis, VOW & direct Highly competitive ink & toner range FREE marketing support If you aren’t an Integra member and need access to a high quality, value for money range, contact us on 01633 653000 or email info@integra-business.co.uk.

To view the range visit www.initiativeofficeproducts.co.uk and for more information contact Integra on 01633 653000

GREEN & ECO

S U S TA I N A B I L I T Y J O U R N E Y

A journey in sustainability

In this article, Jeremy Cooper, marketing manager UK&I, Fellowes, provides an in-depth look at their sustainability journey - highlighting key milestones, significant partnerships and achievements

O

verall, the last few

change – transformation does not happen

Since then, we have been continuously

years have certainly

overnight, so we need a robust strategy to

investing in energy conservation and

been exciting. While

ensure clarity and accuracy of our initiatives.

emissions reduction projects - our first solar

we have experienced

There are no shortcuts here, as we need to be

installation took place in 2011 in Italy and

headwinds, our

deliberate and thorough. At the same time, we

other countries followed.

commitment to

are balancing short, medium and long-term

The pivotal year for us was 2021 – before

sustainability did not falter and we continued

activities in the roadmap; this way we can

that sustainability was managed by a cross-

investing in this area. We now have a

deliver on the pressing issues while working

functional team but our ambitions required

dedicated sustainability expert in Europe,

on 2030 goals.

dedicated resources. Our sustainability team

given the increasing importance of this topic

has now grown to three full-time people. In

for our dealers, customers and end users.

AN ONGOING JOURNEY

We see the direction of travel as increased

Sustainability is a journey and asides

plant trees to protect & restore ecosystems.

transparency, both about the products and

from working on “greening” our

Our cumulative impact is more than 140,000

about the company’s operations.

product range we are also improving the

trees planted and reforested 127 hectares!

We have been feeling changes rippling

sustainability of our operations.

2021 we also partnered with Tree Nation to

In 2022 we started reporting our global carbon emissions in CDP (scope 1 and 2),

through our industry so ‘adaptability’ was

In 2009, our Doncaster warehouse

the key word for 2023: new products, new

& manufacturing site was certified with

which was a major milestone, and we will start

channels, new regulations. The main lesson

ISO14001, setting a comprehensive

reporting scope 3 emissions this summer.

learned in 2023 was about the speed of

environmental management system (EMS).

[24] SUMMER 2024

www.dealersupport.co.uk

Finally, in 2023 we were proud to achieve

S U S TA I N A B I L I T Y J O U R N E Y

GREEN & ECO

We see the direction of travel as increased transparency, both about the products and about the company’s operations ergonomic products are accompanied by extended warranty beyond the legal

of-life possibilities of the products.

Finally, we recognise that some products -

requirement, which promotes longevity and

by their inherent nature of being consumable

minimises waste. For other products, material

– remain a recyclability challenge and we

sourcing is key. We aim to reduce reliance

continue exploring innovative solutions.

on virgin resources. Finally, for our electric

Collaboration across the value chain will

products like paper shredders, we have started

continue being key – this can foster innovative

conducting in-house refurbishment activities.

approaches to shared challenges, which

A NUANCED CHALLENGE

are many. From the cost-of-living crisis to distribution issues and increased legislative

Recycling is a global challenge with

requirements, dealers can partner with vendors

local nuances - the collection, sorting &

to find joint solutions and mitigate risk.

reprocessing capacity varies significantly

Dealers should partner with trusted

across countries and even within different

vendors who have a robust sustainable strategy,

regions. A product that is recyclable in one

underpinned by certifications such as EcoVadis.

the EcoVadis bronze medal, which has felt like

market might not be so in another due to the

They should then leverage the credible

a confirmation and recognition of our efforts

lack of widely available infrastructure. Hence,

sustainable messages from manufacturers and

in previous years and at the same time provides

it’s crucial to have a deep understanding

ensure they are clearly communicated.

a clear pathway to continual improvement.

of local circumstances, and dealers play a

STARTING WITH THE END IN MIND

significant role in this process.

In our efforts to navigate this challenge,

THE DEALER ROLE Dealers have a key role to play, and quite

we are in the process of exploring and

a challenging one, which is to present the

We need to start with the end in mind,

instituting take-back schemes in areas where

sustainability aspects of the products to

and this is reflected in our Design for the

recycling is not widely available. This way we

the end users in a way that is neither too

Environment programme. When we create

can keep the recycle-ability promise to our

challenging nor too simplistic - it needs to be

new products, or upgrade existing ones, we

customers independent of the country where

just right!

set out the sustainability requirements at

they are based in.

inception. Flexibility is key as we have a wide

As part of our Design for the Environment

On the one hand, we want to avoid overwhelming end users with the technical

variety of products which require varied

programme, we have started creating

complexities of environmental product

sustainability approaches, no one-size-fits-all.

disassembly instructions (like a reverse DIY

declarations and different methodologies. On

For example, in some cases, we are focusing

guide) to aid end-users and recyclers in

the other hand, we should avoid being overly

on durability, emphasising a non-planned

separating different materials in each product.

simplistic or use ‘broad brush’ approaches,

obsolescence mentality when developing

It’s a step towards making recycling more

for example focusing on a single criterion to

our products. Several of our furniture &

efficient and raising awareness about the end-

determine product sustainability.

www.dealersupport.co.uk SUMMER 2024 [25]

GREEN & ECO

S U S TA I N A B I L I T Y J O U R N E Y

Digital innovation will be key in the next few years - there are upcoming promising technologies such as the digital product passport currently early in the innovation process. Dealers who take a proactive approach now and learn to navigate this space will be in a much better position later down the line when these innovations reach the maturity stage.

There are two mutually reinforcing aspects: data & communication.

There are two mutually reinforcing aspects: data & communication

within Fellowes allow us to align priorities

our first priority. Operationally, we have set

and share lessons learnt – sustainability is a

a 95% landfill diversion target for our own

shared responsibility across the teams.

sites. And on the product side, we have the

Engaging with our dealers, customers and end users allows us to communicate our approach and understand their

improved recyclability initiatives we were discussing earlier.

Next, transparency & data are a pillar

expectations. More importantly, by sharing

in of its own. We aim to have life cycle

our sustainability journey, we can equip the

assessments (LCAs) for 90% of our products,

dealers with the necessary tools to approach

and to incorporate these to the digital product

advice from business guru Peter Drucker, “what

this topic. Finally, we are in contact with

passports. These passports will immensely

gets measured, gets done”. We have invested

our diverse supplier base, to explain our

simplify sharing sustainability information

significant resources in terms of time & digital

sustainability objectives and enlist their help

across the value chain with increased

infrastructure to get more accurate data for our

in meeting them.

transparency for the end users and improved

Data is needed because, in the timeless

products, and we see this as an ongoing activity.

Additionally, it is also needed to talk

MOVING FORWARD

recycling capabilities for the industry.

Finally, we have set carbon and energy

about what we are doing and planning on

As we move forward, our efforts are

reduction targets. We are working with the

doing – I am not just saying this because I am

represented in three strategic pillars – this

different functions within Fellowes so every

a marketeer! We need depth and breadth of

helps us focus our efforts on Fellowes’

team can understand how they can contribute

two-way communication flows. Discussions

highest-impact areas. Waste minimisation is

to carbon & energy reductions.

[26] SUMMER 2024

www.dealersupport.co.uk

S T R AT E G I C G R O W T H

S T R AT E G I C VA L U E C R E AT I O N

Strategic value creation: The 4D framework

In their book, Strategic Value Creation, RUPERT MORRISON and JON ANDREW distil key insights from various business strategy sources to develop a method known as the ‘4D Framework’: Diagnose today, Design tomorrow, Draw the plan, and Deliver the plan. In this excerpt, they delve into the details of this model DIAGNOSE TODAY Diagnosing today is about doing a holistic assessment of your business in the present day. It’s like being a forensic scientist. You ask questions, collect information and analyse. It involves confronting your brutal reality and

DESIGN TOMORROW

asking fundamental questions such as:

Designing tomorrow is all about grand

●

●

Why do we exist?

designs. You’re an architect, designing

It’s all about asking what value you can

●

What do we sell?

and drawing your vision of an ambitious

deliver tomorrow that will differentiate

●

Who do we sell it to?

and desirable but achievable future state.

you from the competition and make

●

Why do customers buy from us?

Then, you distil this vision down to one

customers choose you. You identify the

●

What are we good at?

page so it can be communicated and

customer segments you most want to

●

What are we not good at?

easily understood. You ask questions like:

focus on and why, which value factors

●

Do we have the right people in our

●

What is the vision?

need to be increased the most and any

organisation to achieve our goals?

●

What will the business look like?

new ones that need to be added.

●

What will our main activities be? How

This involves understanding what value

What is our economic model?

This is all about designing your

you currently provide to whom, what

will these differ from our competitors’

strategy, and to help, we draw on

your customers value the most and how

activities?

some of the most well-known strategy

What would we be selling, to whom,

ideas and frameworks. But a strategy,

and where?

contrary to a common belief, ain’t a

What would our key measures and

plan. Therefore, to improve the odds of

metrics look like?

success, you draw the plan.

they score you against the competition.

●

It helps you to see where you win, where you lose and why you lose in a scenario where you want or need to win.

[28] SUMMER 2024

www.dealersupport.co.uk

●

S T R AT E G I C VA L U E C R E AT I O N

S T R AT E G I C G R O W T H

DELIVER THE PLAN You’re a delivery driver, on the road. You’ve planned your route. Now you’ve got to drive your route and deliver the parcel. This can be an emotional ride. Stuff can go wrong.

There will be problems along the way that delay you. You’ll constantly have to re-route.

Despair will creep in when you realize there’s another roadblock up ahead. But there will also be moments of euphoria. You’ll see the happy faces when you do deliver the parcel and you’ll celebrate those moments.

Objectives and risks in the plan are linked to defined actions. Agreement is needed on who is responsible for delivering those actions and by when. Objectives are cascaded to people in different forums. This

It helps you to see where you win, where you lose and why you lose in a scenario where you want or need to win

is a team sport. Working effectively as a team to deliver the plan is another prerequisite. We meet in a range of forums to review progress, understand and address issues and agree on what needs to be done. The board is an example of a forum that we discuss in detail.

It sets the tone for the rest of the organization and should be the exemplar for all meetings.

The arrows in Figure 1.1.2 show the feedback loops. The whole thing requires a lot of back and forth. Diagnosing and designing are done together. One informs

DRAW THE PLAN

the other. There are also constant feedback

You can design the best strategy in the

multi-year planning arc and is a useful

loops between planning and strategy, and

world, but there’s little point if you don’t

metaphor for visualizing how you’re

between execution and planning. Is the

also have a plan for how to execute it.

going to reach your designed future.

strategy doable? Is the plan deliverable?

Here, you’re an engineer. You build a step-

The bridge could represent sales or

What should you prioritize? The figure

by-step, logical plan that stipulates tactics

enterprise value. Private equity-backed

shows a lighter arrow between execution

and timing. You factor in risk. You think

businesses are likely to have a planning

and strategy. How the strategy is executed

about which actions are needed, by when

arc which spans four to six years.

informs strategy design, but the feedback

and who needs to do them. Is it realistic

Objectives and risks are opposite sides

loop is not as constant.

enough? Is it challenging enough to allow

of the same coin. While objectives tell us

This extract from Strategic Value Creation:

you to break through?

what we need to achieve, risks tell us what

Design and execute a strategy for breakthrough

The plan is drawn using our

we need to avoid. Objectives tell us what

returns by Jon Andrew and Rupert Morrison

framework, BROP-A, which stands

we need to start, risks tell us what we need

© 2024 is reproduced with permission from

for Bridge, Risks, Objectives, Plan

to prevent. A plan that doesn’t include

Kogan Page Ltd. Please note this extract has

and Action. The bridge represents a

your objectives and risks isn’t viable.

been shortened for magazine publication.

www.dealersupport.co.uk SUMMER 2024 [29]

S T R AT E G I C G R O W T H

FIRMOGRAPHIC INSIGHTS

Identifying opportunities: Go further with firmographics

In our last issue, we delved into the importance of understanding your customers’ geographical locations. This time, we focus on the significance of knowing what sort of customers you’re targeting and how having a better grasp of firmographics can significantly enhance your business strategy

Y

ou know where your prospective customers are

THE ORGANISATION AS A WHOLE

and have a solid understanding of who they

By understanding an organisation’s characteristics, dealers can deliver

are. But what about firmographics? Whilst the

relevant content and a sales experience that aligns better with the

all-important demographics give insight into

business’ expectations and needs. Leveraging firmographics is also a

individuals and their characteristics, such as

good way to define opportunities for diversification into new markets.

age, habits and preferences, firmographics allow businesses to focus

For example, data might show an increase in new business growth in a

on what sort of customer they are dealing with. Both demographics

specific geographic area. Firmographic data collection might show, for

and firmographics are crucial for effective marketing and strategic

instance, that most of these emerging businesses are tech start-ups. In this

planning, but they each require distinct approaches and techniques.

case, dealers could tailor their marketing efforts in that region to highlight

Leveraging firmographic information enables dealers to more effectively target new business opportunities by using organisational data to build profiles and segment prospects into various categories.

products and services specifically suited to the tech sector, thereby increasing the likelihood of business engagement.

Diving deeper into this data can provide valuable insights into a

These segments might include industry type, company size

business and how to best approach a new relationship. Understanding a

and revenue. Understanding this data provides dealers with a

company’s size and structure can reveal likely decision-making processes,

comprehensive view of the market landscape, allowing them to target

enabling dealers to tailor their approach more effectively. Does the

specific groups with personalised and strategic marketing efforts.

organisation have a hierarchical or divisional structure? Will dealers be

[30] SUMMER 2024

www.dealersupport.co.uk

FIRMOGRAPHIC INSIGHTS

S T R AT E G I C G R O W T H

supplies dealers. By recognising the impending growth in the EV sector, sales teams can look to identify the number, size and structures of EV car dealerships in their region. This foresight allows them to tailor their marketing strategies and product offerings to meet the specific needs of these new businesses, thereby increasing their chances of successful engagement and sales.

Understanding a company’s size and structure can reveal likely decision-making processes, enabling dealers to tailor their approach more effectively COLLECTING THE DATA The challenge for dealers with firmographics lies in the accuracy of data

engaging with a single decision-maker or

FIRMOGRAPHIC DATA CATEGORIES ● industry type ● business size ● financial profile ● organisational structure ● growth rate ● no of years operational

collection and the time and resources required to acquire it. Unlike demographic data, which is often readily available, firmographics demands extensive research. To save time, dealers might consider partnering with third-party providers for surveys and research analytics. Investing in analytical software can also streamline the process of identifying new opportunities from large data pools.

However, collecting firmographic data can be as simple as gathering intelligence from local business events or regional group

multiple stakeholders? Essentially, firmographics

meetings. If you or a team member attends a regional event, take note of

help create a comprehensive picture of the market landscape, identifying

how many businesses in attendance are in each firmographic category

key players and emerging newcomers in each segment.

- how many are new businesses? What sector do they fall into? This

CASTING THE NET While businesses frequently use firmographics to garner a deeper insight

approach can provide valuable insights without significant investment. It’s also well worth looking at trade organisations and associations who may share invaluable member data.

into organisations, this is often done once a prospective new customer

For dealers, proactively identifying and capitalising on emerging and

has been identified. However, savvy dealers can leverage firmographic

growing business areas is crucial for staying ahead of competitors. While

information to identify pools of potential customers before engagement,

many dealers may already be familiar with firmographics, it is essential

effectively casting a wider net. For example, data indicates that the EV

to use this data effectively. By leveraging firmographic insights such as

(electric vehicle) market in the UK is projected to grow by nearly 9%

industry growth, company structures and regional market dynamics,

annually between 2024 and 2028, making it a rapidly expanding sector.

dealers can strategically tailor their marketing efforts and pinpoint new

The UK already has the second-largest plug-in car market in Europe,

opportunities for business. This approach not only enables dealers to

suggesting continued growth and expansion of EV car dealerships in the

refine their customer targeting strategies but also empowers them to stay

coming years. This represents a significant opportunity for workplace

competitive and agile in fast-evolving markets.

www.dealersupport.co.uk SUMMER 2024 [31]

SALES SUCCESS

INDEPENDENT INSIGHTS

Independent insights: Jespers of Harrogate

From hand-engraving products for royalty to expanding into office stationery, Jespers of Harrogate has firmly established its presence in the local business community. Manager LYNNE CUMMINGS joins us to share her independent insights

You’ve recently diversified

your product ranges; can you

than the larger traditional pieces of office furniture. Office chairs now need to coordinate

tell us a bit more about this?

with colour schemes and decor in the home.

To succeed in business and the current climate

Customers are also more environmentally

you have to keep evolving! Look at the current

aware and are looking for products that are

trends and diversify - Jespers started off as a

sustainable or recycled.

tiny one room engravers and over the years has evolved and diversified with different products into the successful business it is today. For

What do you think are the key elements that lead to

It is essential to look at trends and customer analysis to identify how to diversify

example, we’ve recently introduced recycled

business longevity?

and sustainable products from Snopake,

Having an established sales team with

Pilot, Eco Eco and Leitz – we are aware of the

knowledge and experience of products stocked,

importance of this to our customers and Jespers

who provide excellent customer service and

wants to do the right thing by reducing impact

are well known for it. You also need directors

wholesalers to work in partnership?

on the environment.

and management who believe in the business

These relationships are so important

and can work alongside buyers who have

to independent retailers - we need the

industry knowledge and experience as well as

assistance of dealers and wholesalers to

understanding of current and new and exciting

work alongside us to keep the industry

office/home worker today?

products. It is essential to look at trends and

going into the future. Jespers is part of

The office environment has changed over the

customer analysis to identify how to diversify.

Advantia and Steve and Kim have been

last five years, and we are finding that our

This will be a key element in the decision-

extremely helpful in assisting us by putting

customers are looking for desking and seating

making process of which new products to

Jespers in contact with new suppliers and

that fits into their home environment rather

introduce into a store.

highlighting new products and trends.

Where do you see the key

product focuses being for the

[32] SUMMER 2024

www.dealersupport.co.uk

Why is it important for retailers/ dealers, dealer groups and

LIVE IT

FINAL WORD

Partnering for sustainable success

Tork Essity were looking for a partner with high standards and verified projects that could help them to compensate carbon emissions.

RENEÉ REMIJNSE, communications director sustainability, Essity Professional Hygiene explains how they matched with ClimatePartner

C

limatePartner are very careful to work only with companies that meet specific standards of measuring and calculating carbon footprints.

We had several meetings with them about our journey to net zero emissions, our involvement

with Science based targets initiatives etc. They also met with our inhouse LCA experts on the different standards and metrics to calculate carbon footprints. But most importantly we were very careful to select projects that did not only compensate carbon emissions but also included additional people benefits, like securing clean drinking water, educational programmes, and community projects.

We have carried out several campaigns with distributors and customers together with ClimatePartner OFFERING A CLEAR MESSAGE Having dispensers that are carbon neutral certified for the entire lifecycle is helping customers with a clear message. Also, the fact that we have reduced carbon emissions from using certified renewable

ClimatePartner is also not known yet by customers in all markets, so

electricity is a big topic as we only reduce a part of the total emissions

we have collaborated on increased media support.

by compensating schemes while we are doing additional activities

We have carried out several campaigns with distributors and

of our own. It is a unique certification in the market and helps to

customers together with ClimatePartner and did activities such as

combine tissue refills with sustainability benefits with dispensers

planting trees in addition to our global projects. Next to this we are

with sustainability benefits. Having been nominated and winning

working on expanding the collaboration to more geographies.

several regional and global awards on this innovation is a proof of the value to customers.

Carbon reduction and carbon neutral is not yet fully understood

For us it is a win-win situation with being able to compensate part of the carbon emissions in the short term while we work on long term reductions combined with investing in community projects that

by customers, and we have worked a lot on explaining how this

do not only reduce global carbon emissions but also improve

works and what the benefit for people and and the planet is.

the health and well-being of different communities.”

[34] SUMMER 2024

www.dealersupport.co.uk

Take complaints off your to-do list The Tork Office Hygiene Package

67% of employees say that they are more likely to complain about a washroom than any other aspect of their office.* Cut complaints by ensuring that cleaning and washroom maintenance are run well and efficiently with the Tork Office Hygiene Package.™ tork.co.uk/officehygiene

*June 2022 Behaviourally – Qualitative and quantitative office segment research with 600+ respondents in North America and Europe.

Tork, an Essity brand.

inspiring success

Enjoying this issue of Dealer Support?

If you like what you see, you can subscribe for free! Don’t miss out on receiving your own monthly issue

SUBSCRIBE TODAY! Visit dealersupport.co.uk/subscribe to receive Dealer Support for free every month

TO OUR

Next Generation Shredders

April/May 2024

Issue 340

February 2020

Issue 296

Welcome

inspiring success in the workplace supplies industry More Shredding.

Zero Jamming.

TO OUR GREEN EDITION

The Big Ask: Green & ECO Focus 2024 Industry experts offer their opinions on the sustainability roadmap for 2024 and what the workplace supplies industry needs to prioritise

EDUCATION

AMBER CULBERT

The situation so far and how to find support

STEVE MCKEEVER

NECTERE NEWS SPECIAL

STEVE CARTER

STEPPING INTO THE SPOTLIGHT

Nigel Busby and Helen Colton are helping dealers take control of digital marketing

MADE FOR

TRANSFORMING THE CHANNEL

new products and category trends

RICHARD HUGHES

MARKETING SARAH LAKER

OEMS AND MPS DRIVING CHANGE JAMES DAY ANDREW COWLING

inspiring success

Strategic layouts, enhanced flexibility and multipurpose functionality.

Discover the top trends of 2024

2020 VISION

MARCH ISSUE

IT PREDICTIONS PHIL JONES DEBBIE NICE LESLEY HOWE

2020 VISION NIGEL BUSBY

Smart, flexible, active: Welcome to workspaces in 2024

TO OUR

inspiring success in the workplace supplies industry

ISSUE 296

NEW YEAR ISSUE

Welcome

ISSUE 340

inspiring success in the workplace supplies industry

Issue 339 Issue 295

DEALER SUPPORT FEBRUARY 2020

Welcome

March 2024 January 2020

DEALER SUPPORT APRIL/MAY 2024

Issue 338 Issue 294

DEALER SUPPORT JANUARY 2020 ISSUE 295 DEALER SUPPORT MARCH 2024 ISSUE 339

DEALER SUPPORT DECEMBER 2019 ISSUE 294 DEALER SUPPORT MONTH JANUARY/FEBRUARY ISSUE 338

January/February 2024 Decemebr 2019

Good leaders EVERY KIND need to put OF CUSTOMER

inspiring success

inspiring success

people first

2020 VISION New products and categories

Sustainable, straightforward, long-lasting products trusted by customers at home and in the workplace for over 100 years; Debbie Nice, interim CEO of BOSS, name, BANKERS BOX® is better in every way. A household talks and a family business since 1917, built on enduring values andleading with integrity manufactured with advanced techniques. Backed by engaging IT PREDICTIONS FOR 2020 omni-channel marketing, effective customer support and a range What to expect for the year ahead intended to make category management simple. They’re much more than just boxes – they’re made for life.

OEMS AND MPS How are OEMS helping sell MPS? DRIVING CHANGE Inside the newly-launched EMPOWERING Go2 YOUNG LEADERS James Day talks about the Leaders of the Future and making a difference

Fellowes new LX Series micro-cut shredders are thoughtfully designed with patented IntelliBar™ responsive technology.

Shred with maximum micro-cut security Shred more, empty less with a waste bin capacity of up to 150% more sheets

PHIL JONES Brother UK’s MD talks learning and leadership

FROM BLURRED LINES www.fellowes.com TO CLEAR BOUNDARIES

Underlining the distinction between a separate and designated workspace

LOOKING BACK, MOVING FORWARD: 40 YEARS OF SUCCESS

Lesley Howe celebrates four decades in the world of technology products

MARKETING THE SMALL BUSINESS Why now is MAKING A the BIG time IMPACT

Independent retailer of the year, Sarah Laker, on making your voice heard

TRANSFORMING THE CHANNEL IN 2020 Predictions from Phil Jones

Shred 100% jam free

Shred with optimal efficiency The next level of performance and robust quality from the global leader in shredders.

EXPLORING SUSTAINABLE INITIATIVES

Take our whistle stop tour of eco-initiatives that could help your dealer business

0203 794 8555 info@intelligentmedia.co.uk

POSITIVE, CREATIVE, INNOVATIVE: A 50 YEAR MILESTONE

Chrisbeon celebrates 50 years of thinking outside the box

DELIVERING WHAT’S BEEN PROMISED Steve McKeever’s advice for dealers BREAKING INTO EDUCATION Making your way in ADDRESSING THE ELEPHANT INaTHE ROOM lucrative sector We debunk some of the myths and misconceptions surrounding different materials