March 2020
ertonline.co.uk
Q: Why do you think you won this award? Meena Toor: One thing I feel I’m very strong at is building a relationship with individual retailers because they are all unique and every business’s needs are different. I adapt myself to them and really understand what they need from me and from Humax. It’s about making sure that I’m trusted with our products to make sure they get everything they need. Honestly, I feel most of us are friends more than anything, rather than business acquaintances, and a conversation may start off about family life or even the weather, for example, but then it naturally progresses to business. I’d like to think I’m a real people person. My customers are family-run businesses and they are
Above: Meena Toor with the winners from 2019 ERT Awards. Opposite page: On stage collecting her award with Pat Sheldrake from Retra and ERT Awards host, Ros Atkins.
saying how chuffed they were for me! They told me they read about the Awards or saw my picture either in the magazine or online, so it just goes to show how many people are engaged with the publication. The response has been great really and it’s so nice to know that the industry and my customers think so highly of what I do.
Q: So what sort of thing does your work involve? What’s an average week like for you? MT: It can vary but I’m normally out on the road about three times a week doing visits, whether they are pre-planned or drop-ins. There are some areas of the country that I can’t always get to, of course, so I’m often scattered about a bit. And I’ve got my key accounts as well.
so passionate about what they do, and I can really relate to that. I understand their business needs and I never like to fail anyone. When I’m representing an award-winning brand customers know I’m offering superior products so they are happy to engage with me, and now I’ve won an award myself too! I’ve definitely found my niche here because anywhere I go there are always busy independent retailers – customers of mine – and they’re a great bunch of people.
Q: How did you promote your win following the ERT Awards? MT: Straight after the Awards we sent a mailshot to our customer-base of independents saying a massive ‘thank you’ for their support and kind words and for voting me the winner. Also, I extended some personal thanks to the people I visited after the Awards day in October. I also amended my email signature with the ERT
Awards winner logo; even now, it’s still being talked about and I feel very lucky. ERT magazine has such a big reach. After winning, so many independents made contact – I was inundated with emails from various customers
It’s good for me to show my face so I’m not just a voice on the phone. Retailers think of Humax and they think of me and it helps continue our relationships with the ‘indies’. We discuss business, our current products, any new opportunities, maybe some marketing and I leave some brochures with them. Also, I tend to look at their displays and see where we can adapt something to help improve their sales in store. Especially with our set-top boxes – it’s so important that the retailer has actually got the product plugged in and working efficiently because customers want to see all the features working properly. I’ve often got dummy products, accessories,
brochures and stuff in the car with me too – something to leave behind with some product information – especially if there’s a new product launch. Visual demonstrations are always great and it makes a big difference for retailers to touch and feel the physical product. This is often the key to the sale!
Q: You’re out visiting electrical retailers every week – so what’s your view of the current state of the retail industry? MT: In my role I find it’s the independents that sell products very well because they have that deep- rooted knowledge and expertise to drive home the sale. With all the negative industry news at the moment, yes it can be hard but I think times are just changing and if you’ve got a positive outlook then things can only ever get better. At Humax we are adaptable and we make our
products to suit the market; I think in technology you’ve got to keep up with the times. We do a lot to help all our various retailers. Last
year, for example, we produced bench ends and display packages to showcase our product, but going into some of the bigger stores, some of their marketing is already pretty amazing.
Q: What are your hopes for the future? MT: Well 11 years at Humax has flown by, that’s for sure! The people here are absolutely fantastic – we are like one big family and we work very closely
together. Whenever there’s a
new project we are all involved and everyone’s opinions are heard. I’m in a really good place at the moment and all I can do is continue to grow within the industry, develop within Humax and achieve my goals. I would never say that I can’t do something unless I’ve tried it first. I like to learn new things every day and I’ve got a great team and I just want to continue to put my name out there and be recognised. Now that everyone’s seen my picture in ERT magazine especially! As a manufacturer, we are going to be developing and looking at new markets and new directions this year too, so that’s really exciting!
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