EXPO interviews
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How are dealers and suppliers facing the challenges and planning the way ahead? Here 15 enterprises voice their hopes, fears and strategies for 2013. Interviews from the EXPO show halls by Graham Sanderson
JOHN HUTCHINSON, WESSEX AUTOPARTS Tel 07919 264225;
wessexautoparts@gmail.com John Hutchinson is someone with whom the motorcycle trade will become increasingly familiar following his debut at EXPO. After buying an existing business operating at tick-over 18 months ago,
Hutchinson, aka the Bulb Man, can supply almost any bulb, some offering a 50 per cent boost in performance, for almost any commercial vehicle, car or motorcycle, classic or modern. Generous discounts enable dealers to ramp up profit on these essential items
five-fold. Trading from literally pence per unit to several pounds Hutchinson comes to the industry with an attitude that will delight dealers. “I could supply other bulbs at half the price, but then you wouldn’t get the
MIKE BINES, SPORTOURING Tel 01443 742421;
sales@sportouring.com
Running an accessory shop at Abercynon, north of Cardiff, is tough job at the best of times but Mike Bines enjoyed an increase in profitability during 2012, largely down to booming sales of a cheap and simple accessory, Grip Puppies, which he sources from a UK supplier. Although a retailer of Shoei and Schuberth helmets, Rukka clothing and communication systems and other high-end brands, Bines was at EXPO to boost awareness of his Grip Puppies – foam handlebar overgrips that reduce vibration, increase comfort and improve throttle control, particularly on fly-by- wire bikes. The grips simply slide over existing hand grips, and retail at £13.99 a pair. Generous trade discounts give dealers a mark-up of up to 94 per cent. Said Bines: “Last year our turnover was down but profitability was up, largely because we sold several thousand pairs of Grip
Puppies.Their price means that they are an easy impulse purchase for people to make. “Grips of this nature have been around for some time but my branding and packaging has given them an identity which people like. I do have a distributor in the UK (Feridax) as well as in Europe, Australia and New Zealand, but I’m hoping to develop a much bigger dealer network in the UK which I can supply directly.” Dealers joining the franchise will have their details publicised on the website
www.grippuppy.com. “My aim for this year is to increase public and trade awareness of the product.
So far, it’s sold through word of mouth but I think there’s huge potential, which the branding and website will help us to realise,” said Bines, who also imports another rider aid in the form of a £25 Cruise Control device that clips around the throttle to regulate speed and give the rider’s hand a rest.
quality that dealers and their customers deserve, “ said the man who signed 50 new dealers at EXPO, far exceeding expectations. In deference to the previous owner of the business, Hutchinson maintains the
traditional approach of visiting around 100 dealers every six weeks over an area that stretches into South Wales, Dorset, Somerset and the West Midlands from his base in Gloucester. But EXPO visitor response was so positive that Hutchinson will now be expanding the mail order side of his business to supply dealers further afield, and it’s likely that the 50,000 bulbs he’s sold in the last 18 months could skyrocket as his reputation for service spreads far and wide. “The motorcycle industry seems to be one of the few with any honour, and if my sales increase to the point where I can get a bigger discount from my supplier, then I will pass this on to my customers,” said the enlightened Bulb Man, who may be tempted to employ another salesman on the road. “It may seem bonkers to run a business like this. The items are so small and it’s very niche, but I know dealers like the personal contact. I know from my own experience driving to dealers in my area that a man in a car is profitable. Equally, I know it will be impractical to visit dealers hundreds of miles away, so I hope my reputation for service will mean the mail order business will take off,” he said.
38 MARCH 2013
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