Page 23 - BOSS Today Issue 12

“The canny dealer who
engages the consumer with

support product will be able

to quote aggressively.”

But what’s less apparent is resellers who embrace this sales
the value such office comfort route as part of the standard
products can bring to dealers modus operandi report that
themselves. That’s something they are seen far more as a total
that David Orr, category head solution provider – and that is a
for interiors at Vasanta Group, positioning that captures more
has noticed. Office ancillary business as they engage in a
products, he says, have been broader consultancy style sales
faring much better in recent technique.”
recessionary years than more A consultancy approach
Fellowes’ Professor standard office furniture, is exactly what Fellowes
Ergo is being used to
instruct consumers where the market has become is advocating. And it is an
and boost sales
commoditised. approach that could become
“In furniture there is a strong increasingly welcome to today’s
advertising, promoting its range clients who may be confused demand for instant access to office manager, faced as they
of ergonomic products and about just what a healthy product in exactly the same way are with another trend Fellowes
furniture. workstation is, or may be too as end users expect an order for has spotted – the rise of the
But the same figure is also busy to have enough time to find a box of pens or ring binders to mobile office worker.
used within the company’s out. be satisfied,” he says. “All of this “Nomadic workers are
own dealer network. He’s on “The four-zone approach has created pressure on selling certainly on the increase,” says
the cover of Sit Up to a Smarter encourages dealers to visit the prices for everyone in the chain.” Cheesmond. “They are people
Way of Selling, a how to sell organisation and provide support But thanks in part to a client’s working for multi locations,
guide the company produces so they can be proactive,” she lesser knowledge of the support whether that be the office one
for all its dealers to help them says. “Rather than waiting for products market, a switched minute, home the next and
promote the benefits of such people to start complaining, they on dealer could create a more even travelling. Therefore we
products to their customers. The aim to help reduce the risk by rewarding package by offering look to products which help
guide includes details on how providing what is essentially a such products as well. people work more comfortably
dealers can sell their products work station assessment.” “Typically end users will whilst on the move, such as
using Professor Ergo’s very own Publicity for the survey have an idea of budget when it our laptop supports.”
four-zone method of assessment. Fellowes conducted was firmly comes to buying a commodity They may be mobile but in
This covers preventing back focussed on the benefits to operator chair, filing cabinet or many cases their employers
tensions, relieving wrist pressure, the end user of such office 1600 desk,” he says. “But they will will still be responsible for
easing neck strain and staying accessories. Fellowes claims the not have such precise mindset them. And evidence from the
organised. survey shows that employees price points when it comes Fellowes survey suggests many
Fellowes’ UK trade marketing who can’t get comfortable to support products. So the are perhaps not taking their
manager Tania Cheesmond says at their desk are costing UK canny reseller who engages responsibilities as seriously as
she believes the more proactive businesses £3,279 on average a the consumer with support they should: while 45 per cent
dealers are in this area, the more year in days off sick and loss of product will be able to quote of workers overall had had a
likely they are to make a sale to productivity. aggressively with confidence workstation risk assessment,
that these additional items, only 18 per cent of those who
Back ache is still being mentioned when sold as a package, will work from home had, even
as a serious barrier to productivity boost their profit enormously.” though they too are covered by
among some office workers
legislation.
Add-on ranges The case for you as an
It is for this reason that VOW office dealer going in to offer
Interiors, which is part of a complete support package
Vasanta, has always included for such people and their
such add-on ranges in its employers has never been
portfolio. “Dealers who are using stronger.
them to build an order report
margin improvements of 30 ■ FOR MORE INFORMATION
to 50 per cent because of the GO TO www.vasantagroup.
diminished price sensitivity of com; OR FOR FELLOWES
these items,” says Orr. SPEAK TO DENISE BELGACEM
But there’s more too. “Some ON 01302 836836.

May/June 2012 | BOSS TODAY 23

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