The strategies involved in giving great service and gaining new customers
seemed to range from good luck, “being in the right place at the right time” to diversification, increasing stock levels, and being as lean as possible. For example, when many competitors were following the strategy of keeping
as little capital as possible tied up in stock, GE Tools found that it was more efficient to increase stock levels for some items so that customers did not have to wait for orders to be fulfilled. Also, fewer invoices and bigger orders meant that bigger discounts could be negotiated, so costs were further reduced. Directors were also very aware that stocks of all products need to be monitored and customers’ changing requests need to be taken into account. Hence, the stocks of PPE, workwear, fixings and fittings and janitorial supplies have increased, while some more traditional things like certain kinds of tools have been reduced. This process is again
a continuous one so that GE Tools can keep up to date with what customers want and keep the business as lean as possible to remain competitive. The twenty staff at
GE Tools have been selected for their
dedication and most have been with the company for many years. All staff members are expected to be flexible in their roles, and training plays a bit part in this. The directors lead by example by multi-tasking themselves, “it keeps the working week fresh and interesting” says Gordon Evans. GE Tools has been very outward looking in its attempt to relate to the
immediate and larger community. For example, the company sponsors prizes for various trades at technical colleges all over North Wales and provides valuable work experience training for students.
The company has a much larger visibility in the area because it regularly visits
clients in situ to see their problems at first hand. Using suppliers’ demo vehicles, they will visit worksites and premises to show off new tools and processes. Main supplier Gedore has been a sturdy supporter of GE Tools in these ventures. Chris was particularly proud of the recent news that, following a complete
restructuring of their UK supply network, Sandvik Coromant has appointed G E Tools as sole distributor for North and Mid Wales. Chris commented “We’ve always believed in working in partnership with our suppliers, and Sandvik’s decision feels like a very nice pat on the back”. As long standing members of the THS Group (since 1996) GE Tools has no
doubt that membership has had a strong influence on its success. It has watched with interest over recent years as the current management team at THS has brought about changes. As promoters of the “adapt, evolve and thrive” policy of business itself, GE Tools encourages THS to continue to explore relevant initiatives. When it comes to the future for independent tool suppliers, I can do no better
than leave you with Neil’s words:- “Nobody should doubt that business is going to be tough for the foreseeable future. The market that we operate in is in a state of flux so speed of response is going to be key. We will continue to focus on getting the customer experience right, adapting how we interact with our customers and suppliers to take advantage of emerging technologies.” But in the short term, GE Tools is looking forward to celebrating 25 years in
business with a big party on the 12th April. I hope customer service the next day is not going to be compromised by the big meal, free bar or comedian taking the mick!
telephone 01444 440188
ToolBUSINESS+HIRE 17
Reply No. 207
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