Handicare commits to honest and open communication with dealers as the organisation pushes for new heights
It is rare to be a fly on the wall between mobility suppliers and dealers as they discuss points of contention in the industry, however, never afraid to communicate frankly and honestly with the trade, Handicare continues to engage and galvanise its dealer network at its 2019 Dealer Day.
Now a staple in the diary for those who supply or install stairlifts in the UK and Ireland, the dealer day has proven itself to be one of the “must-attend” events in the trade calendar, providing informative, educational and entertaining content to satisfy all attendees on the night.
Whilst 2018 firmly set out to address the ‘elephant in the room’, tackling dealer concerns relating to Handicare’s direct-selling operation Companion and how that worked alongside its trade network activities, 2019’s day struck a markedly positive tone, highlighting across the board success enjoyed by all Handicare operations and how it benefited dealers.
Recently made responsible for all Handicare stairlift operations in Europe and Asia Pacific, Clare Brophy said at the event: “The elephant is well and truly out of the room. We have had a fantastic year and this is thanks to all of you.
“I think if there is one thing that does absolutely put us ahead of our competition, it is our customer service. We are absolutely obsessed with trying to get it right.”
In 2019, product quality, innovation and growth ambition were the order of the day, with the stairlift manufacturer confirming that it had managed to secure significant market share over 2018 following the launch of its “one-family” concept.
Paul Stockdill, National Sales Manager of Handicare UK, commented: “We want you [dealers] to be proud to fit our products and you will see that on our point of sale material, our adverts and so on because we are proud to have you as our partners.”
Handicare confirmed it has released a raft of new point of sale material to support its dealers to help reach customers and assist in helping end-users understand and appreciate the benefits of its products, in particular, its award-nominated 1100 straight stairlift.
Working towards the goal of being the worldwide market leader, the company highlighted breaking down silos that existed within the organisation to create one whole organisation, implementing smarter communications between customers, as well as more effective price promotions and deals for trade customers at the right time.
According to Handicare, the result of its renewed and targeted commercial strategy was a nine percent sales growth in the UK, rising to a £62million in turnover, with trade sales increasing to make up 26 percent of the total – direct sales accounted for 42 percent.
Driving that growth in trade sales was the company’s partner programme – an incentive scheme rewarding loyalty between Handicare dealers and the supplier – with Handicare having to create a ‘prestige’ level in its partner programme after its number of ‘elite’ dealers skyrocketed from 8 to 26 in four years.
“I was a bit sceptical of this partner programme,” commented Paul.
“I think reflecting on what we have achieved in five years, it is phenomenal. I was wrong – we were right to put this programme in place and now it is about taking it to the next level and reaching for new heights.”
In addition to Handicare’s new 1100 stairlift development, the company also showcased and demonstrated its photo survey tool Photo Survey 4D, as well as pointing out to dealers the opportunities afforded by undertaking its commercial training from Companion which shares best practice amongst dealers in terms of the sales and customer service process.
New President and CEO Staffan Ternström, who joined the business in August 2018 was also on hand to outline the Group’s ambitions following a strong start to the year in Europe in the competitive stairlift market, whilst Group Executive Vice President Operations Peter Slack bravely pointed out a quality issue shared by dealers and what had been done to address it.
In the evening, Handicare celebrated and rewarded its highest performing dealers at a black-tie dinner with a special guest speaker well known for his fighting spirit and survival techniques marking the company’s next goal – the Everest challenge to reach “new heights.”
“We did, in 2018, become stronger together and long may it continue,” announced Paul to the room of dealers.https://thiis.co.uk/handicare-commits-to-honest-and-open-communication-with-dealers-as-the-organisation-pushes-for-new-heights/https://i0.wp.com/thiis.co.uk/wp-content/uploads/2019/05/clare-and-handicare-team-at-2019-event.jpg?fit=1000%2C750&ssl=1https://i0.wp.com/thiis.co.uk/wp-content/uploads/2019/05/clare-and-handicare-team-at-2019-event.jpg?resize=150%2C150&ssl=1NewsroomRetailer NewsSupplier News1100,Asia Pacific,Clare Brophy,dealer day,dealers,event,Handicare,Paul Stockdill,Staffan Ternström,Stairlift,TradeIt is rare to be a fly on the wall between mobility suppliers and dealers as they discuss points of contention in the industry, however, never afraid to communicate frankly and honestly with the trade, Handicare continues to engage and galvanise its dealer network at its 2019 Dealer Day. Now...Calvin BarnettCalvin Barnettcalvin@thiis.co.ukAdministratorTHIIS Magazine