WAREHOUSING, HANDLING & STORAGE
TRUST: THE BIGGEST ISSUE FOR THE MATERIALS HANDLING WORLD DURING COVID-19
Will Dunn, President, Lifting Equipment Store USA E
very industry has had to rethink how it works in the new normal, after the Covid-19 pandemic hit. Everyone has been affected, be it by the impact on global supply chains, the requirements for new types of packaging, or the changing effects on transport. But I would argue that the greatest impact of all has been on the workforce. While people in many industries and professions have been able to work from home – a shift that has brought its own range of challenges – there are some for whom their jobs mean they simply cannot. These people have had to carry out their duties in the workplace while maintaining social distancing.
One such section of the workforce are those who carry out materials handling activities as part of their roles. Their health is of course the source of much concern, not only for themselves but also for their employers, who have implemented a range of new measures. Extensive cleaning procedures, personal protective equipment and adjusted protocols have all been essential to keep the workforce as safe as possible.
But the introduction of these approaches has brought with it a range of other health-related concerns for materials handling workers. Guidelines for social distancing can lead to increased levels of isolation in the workplace, and this can in turn lead to greater risk of issues such as repetitive strain injury, not to mention the potential for life-endangering accidents caused when workers are operating equipment alone. What all of this means is that the stakes are far higher than ever before for businesses that have lifting equipment personnel. The buyers of equipment need reassurance that the vendors
know what they are talking about; that they understand the challenges being faced by employers; and that they can help them to find the right solutions.
That is why I believe that in-depth expertise is fast becoming the only differentiator in this strange new world we are all working in. In this new world, price is a secondary issue to trust, despite the fact that the people choosing equipment may be going through significant cashflow challenges. Companies are looking for suppliers who are not going to suddenly disappear overnight, as so many did when lockdown hit the first time around. And what is more, they will pay to get that level of certainty and trust. Trust that has been established based on good service is incredibly powerful. During lockdown, we found that while so many of our competitors were completely out of action, the market was desperate to buy, and so we were literally closing every single deal. Everyone who phoned up and who was in the market to buy – would buy. Often we’d hear people say ‘Oh my god, you’re open!’ when we picked up the phone. During lockdown, Lifting Equipment Store gained many recommendations from customers after we went the extra mile to help people out of tough situations.
Remember, the circumstances of those people purchasing equipment will have changed as well. With many working from home, they are separated from the security and structure that they would have enjoyed whilst in an office full of their colleagues. We will be focusing heavily on bringing those high levels of service to our US customers, now that we are launching a new US operation out of Houston,
18 OCTOBER 2020 | FACTORY&HANDLINGSOLUTIONS
Texas. Lifting Equipment Store USA will focus on what really matters: great customer service and industry understanding. We will provide unrivalled product information, advice and attention to detail, while showcasing leading manufacturers such as Columbus McKinnon, Thern, Morse and Tandemloc. Another area that equipment suppliers should be focusing on as part of this premium service, is to use the capabilities of technology to help meet the needs of customers.
Apps and other digital software will become increasingly important to the people buying equipment, to help them shoulder the burden of responsibility and provide reassurance. These kind of offerings can provide details of products and services, while also helping companies to keep track of their requirements, give useful updates on upcoming inspections, offer safety advice and highlight relevant sector news.
There is no excuse for suppliers to take anything other than a digital-first approach anymore. I believe that what we are seeing is the future accelerated – all of this was coming, but it is with us much faster than we ever had time to plan for. What the industry needs are suppliers that can guarantee the highest levels of customer service. Only those companies will survive an uncertain future that may include many more lockdowns. Suppliers need to think of themselves as service providers first and foremost, and then they can add the kind of value that is needed – and as a result experience far greater customer loyalty.
Lifting Equipment Store USA
www.liftingequipmentstore.com
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