Page 8 - BOSS Today Issue 21

60 second interview

BORN TO BE A PEN MAN

Specialist OP market researcher Martin Wilde chats to Mark Knibbs, Sales
& Marketing Director of Pilot Pen UK, and newly-appointed Chairman of the
BOSS Manufacturers’ Forum.

MW: Congratulations on this is a small effort on my part to where customers tend to be MK: Without a shadow of a
your appointment, Mark. do that. In any case, I enjoy the obsessed with new categories. doubt it was selling promotional
What are the Chairman camaraderie and relationships It’s getting our reseller partners and business gifts, which
of the Manufacturers’ that I have forged by being to talk about products and - in was tremendously stressful
Forum’s responsibilities? involved thus far and I hope particular - features and benefits, on a number of levels. Firstly,
and expect this to grow going as opposed to that old favourite, everything is time bound, so
MK: Essentially, it’s about forwards. PRICE! if the customer is less than
making sure that what is organised, the pressure is put
planned actually happens! In MW: Please tell me MW: So, how can BOSS back on the supplier. Also, since
the sense that we hold regular more about what the assist manufacturers every product is unique, because
meetings and also that the Manufacturers’ today? it is bespoke engraved or printed,
majority views and opinions Forum does. it is worthless to anybody else, so
are taken into account at BOSS MK: Michael Gardner has any mistakes are very expensive.
Executive Board level. MK: It does many things, but published many articles on this, You are also at the mercy of
essentially it affords a platform but to summarise very quickly: couriers, who in my experience
MW: What involvement for vendors to interact in a “BOSS can take the hassle out of are often less than reliable. Also,
have you had with BOSS semi-formal manner on a regular running your business, freeing 80% of your target is usually
prior to this? basis. It also provides a platform up your time to focus on the new business… I could go on…
for the BOSS Federation to things that are probably in most Suffice it to say that anybody
MK: I have served as Deputy communicate the trends and managers’ job descriptions (ie who works in this sector has my
Chairman for the past two issues affecting our industry growing your sales in a profitable deepest sympathies!!
years, but I have always been and the economy at large. So, and cost effective manner while
an avid supporter of the in a nutshell, it gives vendors an being comfortable with the fact MW: Tell me something
Manufacturers’ Forum meetings, opportunity to represent their that your business is a great that is not commonly
as they are excellent networking interests, not only within our corporate citizen).” known about Mark
opportunities and an easy way to industry but also in the general Knibbs.
keep up to date with the general business world. MW: And how can
mood in the market. I have manufacturers assist MK: Having grown up in South
also been previously involved MW: So what BOSS? Africa, I was required to do
with the Writing Instruments challenges do you see National Service for two years.
Association, which works closely manufacturers facing, MK: Firstly, make sure that I was conscripted into the
with the BOSS Federation. currently? you get out of BOSS what you army, where I was selected to
pay for. Then, when you are do an officers’ training course. I
MW: Why did you agree MK: Where do I start? It delighted with the service graduated after nine months as a
to take on this new role? depends on what type of vendor and results your business has Second Lieutenant and was later
you are. If you’re a traditional OP received, tell others about it, so promoted to Full Lieutenant. So
MK: Well, somebody has to do supplier, the market is flat or in that the circle of success and I am definitely an officer... the
it and it is my turn! To be honest, steady decline, so it is finding benefits continues to grow! gentleman part I leave for others
the industry has been good to new markets and customers or to pass comment on!
me… so far!… and in life I think re-engineering your business. MW: What was the worst
that if you take out, you should It’s also about share of mind job you ever had and
be prepared to put back in. So in the traditional channels, why?

8 BOSS TODAY | February/March 2014

60 sec interview.indd 2 19/02/2014 14:25