Page 19 - BOSS Today Issue 19

“To my mind, there is nothing

wrong with being a service
provider, but it is a very

different style of business to

being a product supplier.”

once again on products, but
due to inadequate information
sources - based largely on
cumbersome catalogues and
e-communications - they often
do not have the sales tools nor
confidence to effectively present
to end users. At consumer level
the communication problems
are even worse: last year I
worked with Martin Wilde on the
‘Boiling The Frog’ OP consumer
research project and was
dismayed to hear consumers in
the focus groups complain that
their key issues with OP items
were ‘envelopes that don’t stick’
and ‘staplers that jam’! These requirements (outside of price): Through our new shared field End-users offer the only
are problems that were resolved they just need to be told about sales service, Product Promotion added value opportunity
by new products years ago – them. Many OP manufacturers Services now offer manufacturers available in the market and if
but unfortunately nobody has are launching innovative new the ability to communicate ‘face the OP industry can take co-
effectively communicated this to products but need to overcome to face’ with OP dealers in a cost- ordinated action to re-focus
end users! traditional communication effective, focused manner. If the on product selling and can
problems to create awareness manufacturers give them the proactively communicate with
Spread the word amongst end users. Dealers and tools, OP dealers can focus their end-users, everyone will benefit.
However, this lack of knowledge their salespeople are key to this sales efforts onto products - and
at consumer level is also an process, as they effectively ‘own’ then the manufacturers must Martin Eames is a Director of
opportunity. Even in mature the end-users, but they need the continue to support them with Product Promotion Services, a field
markets like the UK, consumers product information and sales promotional activities targeted at marketing agency focused on
will still want to buy colourful, tools (including samples) which the end-user. Certainly we have the UK OP market, and providing
well-designed, innovative will give them the confidence to found a very positive response to contractual and tactical field sales
products that satisfy their ‘go out and sell’. this to date. services to manufacturers.

October 2013 | BOSS TODAY 19

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