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SPN DEC 2012 InMyView
www.swimmingpoolnews.co.uk ADAPTING TO CHANGE IS KEY
A familiar industry figure with three decades of experience, Carl Porter has seen the specialist pool trade evolve over the years. Now UK Divisional Manager at Pollet Pool Group (PPG), it’s truly a case of poacher turned gamekeeper for Carl. After eight months in his new role, he feels the UK market hasn’t adapted well to change but believes it must embrace it
T
imes have never been more challenging perhaps than they are right now and we still have a long way to go before the economy is out of the doldrums. Hit by season after season of bad summer weather and hosepipe bans followed by floods, it would be easy to be gloomy. But these are circumstances impossible to predict and beyond our control. We have to look at what we can influence and affect.
The old saying “if you always do what you’ve always done, you’ll always get what you’ve always got” is no longer the case. As an industry, we can’t wait for perfect weather or for the economy to improve. We must adapt now and have more flexible business models going forward.
After more than 30 years in the trade and with a wealth of experience, I can honestly say that I’m not too proud to learn from anyone. Listening to your customers, investing in people, infrastructure and the future, taking support where it’s available and adapting to the changing situation is the only way to ensure you can withstand the circumstances beyond your control and still move forward and grow.
Having been President of the British Swimming Pool Federation (BSPF), I am passionate about the industry and I believe making the most of what support is available around you is crucial. It frustrates me that the industry bodies aren’t taken more seriously as there’s a lot
to gain from them. Regional SPATA and BISHTA meetings give not only networking opportunities, but also interesting seminars which are always insightful, relevant and informative – there’s always something to learn and inspiration to be taken from them.
I firmly believe the industry needs to get ahead of the challenges. We should also utilise existing customers more – making them aware of new technologies and products and the opportunities for upgrades is essential. Promoting exclusive products, highlighting growing sectors such as landscaping and actually going out to see your customers should all be part of the supplier offering.
Of course, some sectors, especially at the higher end of the market are holding up, but the ability to change and adapt has now become a necessity to survive and succeed through these hard times. I myself am no stranger to change and embracing it and learning from the difficult times is what defines our future.
better point of sale materials, additional training in new products, advice on maximising the use of social media, having local and national supporting structures and onsite handholding when needed. Having just signed an exclusive UK and Ireland distribution agreement with Bayrol, we ourselves are growing and offering the tools needed by our customers. There is an obvious synergy between the two companies and their philosophy is very similar to that of PPG’s, making it an ideal partnership and one which greatly
“We as distributors can learn from these examples, by giving our customers the correct tools to do business”
For PPG, as a family run company, reputation is extremely important. Yes we have great products but it’s how we solve the problems customers have that defines how they truly measure us – and that’s through the superb service we provide along with a personal touch. After all, it’s easy to look after customers in good times but it’s how you look after them in bad times that makes the real difference. We try to enable our customers to cope by using a flexible and supportive approach and are keen for our customers to utilise our expertise and knowledge ultimately to sell more products.
This last year prestige car brand Audi outsold its competitors, something you might expect only to be possible in times of prosperity. When asked how this was possible, the dealers answered it was because the manufacturer had given them the tools to do it. In their case this was low rate finance, better packages on what came as standard in the cars, better warranties and servicing packages alongside more competitively priced cars. They already had the desirability through the strong brand image but they attracted a whole new audience with the help of these tools.
We as distributors can learn from these examples, by giving our customers the correct tools to do business. With the right products and support, they can position themselves and grow, even in economically challenging times. These tools should be a variety of things and not just price. For example,
enhances our portfolio. Bayrol also launched their new corporate brand at Piscine in Lyon which created a fantastic buzz and we intend to keep the momentum going about the exciting new opportunities this opens to our customers.
My outlook for 2013 is a positive one. With the new Bayrol contract and my wife Anna having just given birth to a healthy baby boy – Oscar, it’s all moving forward at pace and I am feeling excited about the future – although with so much happening, I’m not sure how much sleep I'll be getting! spn
i FOR FURTHER INFORMATION
F POLLET POOL GROUP ( 01635 234038 :
www.ppgeurope.com
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