If I ever wanted an example of a truly hands-on management style I would point people in the direction of Gordon Evans, Neil Coleclough and Chris Owen, Directors of GE Tools based in Rhyl, North Wales. Their enthusiasm, detailed knowledge and willingness to challenge whatever faces them, including me and themselves, was really refreshing, and I came away feeling that the tool industry, in particular, needs people like them to thoroughly question the “usual ways of doing things” just to see if we really are doing the best we can.
the team at GE Tools changed its focus too. Now supplying all areas of the UK and with a much wider range of fixings, PPE and tools, the company has been continuously expanding, even in the face of recession. The original small industrial unit in Rhyl has been outgrown twice (and is
looking like being outgrown for a third time) and GE Tools opened a second unit in Deeside in 2010 to open up further the northern market. By skillfully using niche websites, the company has also been able to grow
online sales significantly, and this has been a big contributor to the company’s continuing sales growth. Such a success story cries out for some detailed analysis to try to find some
reasons why. I tried my best during the interview, and my conclusions are that success rests in the best application of knowledge and skill to the problems faced. For example, when it came to the decision to adopt the “ technological
revolution “ in stock control, pricing, ordering and invoicing provided by computers and IT software, GE Tools was an early adopter, taking the plunge before many of its competitors. Although this means that GE Tools has often had to solve many teething problems and the initial costs have been higher, it has managed to keep ahead of competitors. This strategy has paid off handsomely, by allowing GE Tools’ customers to find original and unusual solutions for taking cost out of their purchases. But the directors are well aware that this development is continuous and ongoing in order to retain the competitive advantage. All three directors were quick to point out the advantages to the business of
I was also aware of how each of the Directors had complementary skills and
functions, with a complete trust and openness with each other that never got in the way of expressing challenging views, but at the same time with the complete respect that comes with many years of working together. Twenty-five years ago, on the 13th April 1988 GE Tools was established in a
600 square foot industrial unit in Rhyl. The business supplied traditional engineers’ supplies to North and Mid Wales, but as business conditions changed and evolved,
the
prof.ITplus software suite provided by OGL in Stourport-on-Severn. Neil says that “wild horses wouldn’t drag them away from” the current software system they are using (unless, of course, an improved version becomes available) because experience of other software and companies has not been as positive over the years. Other OGL users apparently have the same experience, so some readers might want to take note. Field-based staff
members are equipped with smartphones and iPads which are being effectively used to cut costs and improve efficiency. For many field staff, there is no need to come back to a desk and waste time ordering stuff and filing paperwork. Just about all of their time can be productive at the interface with customers. When I asked about the customer experience at GE Tools I felt like I had
opened the floodgates. All three directors were keen to emphasise that customer experience is at the core of the business. It gives relatively small companies huge advantage over faceless multi-nationals because they can really communicate on a personal level with their customers and find out what they really need. None of the directors could remember the last time they had lost a customer, but they could name dozens that they had gained over the last few years. As Neil says, “We are only distributors, service is the only thing we have control over, so we concentrate on getting that right.”
16 ToolBUSINESS+HIRE
www.toolbusiness.co.uk
Reply No. 209
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