Page 22 - BOSS Today Issue 39

HORSE SENSE

Specialist OP market researcher Martin Wilde talks to Richard Smithers,
Account Director at Spicers.

MW: Please can you continue to be an issue; sales
give me a synopsis of for the OP dealer are strong,
your career to date? but how much of this is due
RS: I started from very to inflationary pressures? The
humble beginnings as a sales consolidation we have seen in
representative for my mentor 2017 will continue: there will be
Steve Dickinson, who also office products dealers looking
became my business partner. I to sell as they reach the end of
sold my share in my dealership their working lives and don’t
in July 2008 and went on necessarily have anyone to pass
to create an online OP B2C the business on to. This creates
business. However, I eventually opportunities for dealers
found myself thinking about looking to grow by acquisition.
a career change, and having
dealt with wholesalers for many MW: How do you see
years I had often thought about the wholesaler channel
how I could help bridge the particularly assisting
relationship gap. As Account dealers in 2018?
Director at Spicers I have found RS: No matter the size of the
my skills as a dealer useful dealer, the challenges and networking sub-group. Our current committee has done
and have used my customer- fundamentals are the same. overall aim is to connect with a brilliant job in resurrecting
centric focus to think about Dealers often find themselves the office supplies industry the region’s events for
how the channel can engage working in the business and allow a new generation the good of BOSS and its
with end users to grow sales. rather than on it, and can of individuals to network members. In my view, the
At Spicers I now work with take little time to develop and learn from our more BOSS regions should support
our largest dealers to achieve business and marketing plans. experienced industry leaders. networking, the sharing of
their business plans and goals Dealers that have diversified So, the group has seen young ideas and developing talent
across multifunctional teams into new categories with the and older(!) leaders coming in our industry by way of
to deliver increased sales for wholesalers – for example, together to develop new spending time in each other’s
both wholesaler and dealer, furniture, Workplace (FS) and talent and bring new people company socially. My links
reduce costs, increase efficiency MPS – are growing sales, and in to our industry. Within the with the Leaders of the Future
and provide input into creative those that think of the end training sub-group we are committee and Networking
sales team campaigns. user first and work backwards about to start running sessions sub-group sit nicely in my
through the supply chain can for those new to the industry, helping to develop the
MW: How do you add value to all stakeholders. providing guest speakers from BOSS North West region. I
see the health of Collaboration is needed to key brands and resellers. especially look forward to
the UK OP dealer reduce the cost to serve and this year’s events: the 26th
channel at present? duplication and this is where MW: How are you are July Manchester barge trip
RS: The OP dealer channel the wholesalers can support involved with the BOSS and the 23rd November
is healthy but changing, with the dealer channel in 2018. North West region and black tie dinner dance!
opportunities at every turn what role should the
if change is embraced. New MW: How are you are regions be playing MW: Please tell me
entrants like Amazon have involved with the BOSS in the life of BOSS something about
aggressive plans to gain market Leaders of the Future and its members? yourself that few
share and dealers will need to committee and what RS: I have been involved others know?
think creatively to ensure that benefits have you seen in the BOSS North West RS: At weekends I can often
they play to their strengths and resulting from its work? region committee for eight be found wearing tweed
expose Amazon’s weaknesses RS: I was asked to join the months, and am now the and a flat cap! I judge,
in order to thrive. Challenges committee in the middle of Chairman, having taken show and breed mountain
around managing margin 2017 and form part of the over from Carl Dovey. The and moorland ponies.

22 BOSS TODAY | April/May 2018