Being different

So, I ask Gordon what's unique about BBG? 

"We are true AV specialists. We don't carry many basic electrical products as other electrical distributors but we are exclusive for many of our brands, controlling the channels and marketing. BBG is responsible for creating the brands in the UK, for example Vogel's brackets. We are celebrating our 15th year anniversary this year and some of the brands we carry have grown with us.

"I believe that manufacturers and distributors should learn to say 'no', because keeping distribution wide isn't healthy for any brand. We are not scared to say 'no' and this is what's different about us. The fact that we have different products at different price points and different brand names means that we can achieve the multi-channel strategy successfully."

How does the 'clean' channel strategy works in practice?

 "We would like the retailers to be able to retain the best possible margins therefore we make sure that our band names reflect the quality of the product. That's why we don't put our higher end brand names on low-priced products.  Companies get in trouble when they place higher end products at the wrong retailer who is not able to sell them and reduces the price. Such operators not only lose the brand image but at the same time the support of other retailers who cannot compete on price."

BBG training

It is a well know fact in the industry that Gordon is passionate about training; personally delivering many of the BBG training sessions.

"There is training and there is BBG training. Our training sessions are very effective and they are fun. We are very good at taking complex issues and making them easy to understand for the retailer and the customer. Our training teaches how to enthuse retail staff and how to give them reasons to sell more accessories. During our training sessions everyone is involved and everyone walks out with some prizes."

Gordon is keen to demonstrate the effectiveness of the BBG training:

"We want to train as many independents as we can; so if you are a CIH group or a retra group or any other group please let us know and we will run training sessions for you, taking care of the venue costs. We are keen to show what we can do. We are 100% confident in our ability to help our dealers to make more money. Just give us a chance."

Advice for the indies

Having spent over 25 years in electrical retail, Gordon is in a good position to give advice for the independent dealers, particularly as tough times are looming ahead.

"Marketing is crucial now. I question how many independents keep and use their customer databases? If I was running a store, I would keep contact details of every one of my customers and send them periodic updates of promotions and events. Why not have someone coming to the store talking about specific products, consumer electronics or white goods? Sometimes you have to be prepared to do more than just open the front door and wait for the phone to ring.

"Father's Day is coming up - a great opportunity to sell screen cleaning products. Twenty million flat panels have been sold and there are 600 thousands dads out there waiting for  a screen cleaner."

Printer friendly version

Email this article to a friend

Bookmark this

---