Builders Merchants And Distributors Are Big Winners In Major Changes At JCW Acoustic Supplies

Laura Keegan, pictured centre front with the JCW Acoustic Supplies Distribution Team (click image to enlarge)

• Strategic switch at JCW Acoustic Supplies sees business concentrate solely on distribution customers

• From November 5th, contractor and domestic enquiries to be supplied via customers preferred merchant supplier

• Laura Keegan, Commercial Manager at JCW Acoustic Supplies announces new sales philosophy after completing extensive 12 month review of business

Since its formation in 2005, Bolton based JCW Acoustic Supplies has grown to become one of the UK’s leading manufacturers and suppliers of soundproofing and sound absorption products.

With its £4 million plus annual turnover JCW Acoustic Supplies has to date grown sales via multiple channels – including small independent builder’s merchants and large national merchant groups like Travis Perkins and Encon, contractors and sub-contractors and individual retail domestic customers.

“This multi-channel approach meant that until now we have been growing our business but sending mixed messages to our core customer base, the builder’s merchant and contracts customer” says Laura.

Illustrating this point, Laura adds: “Historically we have dealt directly with individual contractor and sub-contractor enquiries, provided technical support and advice on their project and in most cases supplied recommended products direct to site from our own warehouse stocks. While this has been no secret to our merchant and contractor customers, it has meant that the builders merchant who has a contractor lead for soundproofing products has occasionally been reluctant to speak to JCW, ask our advice or recommend our products for fear that we might take the lead and supply direct.”

“Or alternatively the contractor might have a preferred supplier relationship with a particular builder’s merchant outlet which might or might not stock our products. If this preferred supplier is a national merchant group and does stock our products, it will almost certainly be able to provide a supply point closer to projects than our distribution base here in Bolton, saving transportation costs.”

“In addition to these external issues with customers, it also became clear to me that we had internal conflicts, for example typically around assigning incoming leads from our website either to our Distribution Sales or Contract Sales team. Sales people are naturally competitive but I take the view that time spent arguing and arbitrating this sort of matter is not the best use of company time or resource, although there were also some profit margin issues to take into account. In addition, many merchant groups have their own dedicated Contractor Sales specialists who are out in the field talking to Contractor customers. By offering an impartial and professional technical help and advice service on soundproofing, we can help the builders merchant own contractor sales people win incremental business and get a multiplier effect on our sales effort at the same time” says Laura.

Driver of new strategy is customer service

The new strategy will give increased focus and impetus to the business as follows:

• The sales effort will now be exclusively targeted at the builders merchant or specialist insulation merchant outlet, removing any market place confusion about where our priorities lay and building trust

• Domestic leads generated by the Acoustic Supplies and Soundproofyourhome websites will still be fielded internally, but forwarded on to the customers nearest preferred builders merchant outlet, once the customers soundproofing requirement has been discussed and a solution recommended and agreed

• Acoustic fencing and sound absorption panels will be the only product streams retained within the business because of their complexity and specialist nature

Investing in Customer Service with more staff and a new technical support role

Alongside the pick-up in the construction market, Laura significantly expanded the Distribution Sales Team earlier this year with the appointment of three new and highly experienced regional field sales representatives.

Simultaneously, the size of the back office team has been increased to help provide smoother order processing, logistics support and improved customer relationship management.

“As an established player in the soundproofing products market, JCW already enjoyed “approved supplier” status with leading national merchants like Travis Perkins, Encon/Nevill Long and the National Buying Group” says Laura, adding ”increasing our visibility and support for this sector has already helped grow our merchant turnover significantly.”

In a major internal reorganisation, Andy Critchley, previously heading up contractor sales, will switch roles to provide in depth technical support for the Distribution Team in an office and field based capacity. Andy has worked with Contractors on every type and size of project, including the provision of JCW soundproofing solutions at the Olympic Village, Westminster Abbey and Premier Inns, to name but a few.

“Andy’s tremendous experience and knowledge of JCW acoustic products and their correct installation, plus his unique insight into the requirements of the contractor customer gained over the past 8 eight years will give us the edge in the marketplace. We have mystery shopped competitors who claim to be able to offer separate technical support, but when their technical helpline is dialled, the call almost always ends up with a member of the sales team!” stresses Laura.

Andy will also retain responsibility in house for sales of acoustic fencing to commercial customers.

Scot Madden and Mark Wright will advise domestic customers on which JCW acoustic products they need to solve their noise problems. The active enquiry will then be passed on to the customers preferred builders merchant branch convenient to their location. Scot will also sell acoustic fencing to the domestic market.

Sound absorption product sales to domestic and commercial customers will be respectively handled by Scot and Mark.

Investing in Manufacturing

Significant investment has also recently been made in additional manufacturing capability with the installation of a new laminating machine on the Bolton site.

“Our upgraded manufacturing capability and resultant improvement in quality and stock control has made it possible to introduce to the market a promise to supply any soundproofing product on a maximum 2 – 3 day timescale. Together with the organisational changes we have made to underwrite our new sales strategy I feel we now offer not only the best soundproofing products but even better levels of customer care, service and support than any of our competitors” boasts Laura.

Meet the JCW Distribution Team

The field sales team of Simon Masson, Philip Bradbury and Claire Shawyer know the soundproofing and distribution business very well.

Simon, who was the first sales person JCW Acoustic Supplies employed in 2006, later worked for acoustic products manufacturer CMS Danskin and Galloway Acoustics.

Phil has extensive experience both of selling to merchants on behalf of manufacturers like WPL Products and of developing key account clients at Travis Perkins, where he was National Account Executive responsible for major contractors in the South East of England.

Before joining JCW, Claire handled sales of Black Mountain Insulation products nationally and was also a key account manager for Jewsons and Howie Forest Products.

Andy Critchley will be the focus for technical help and support for the Distribution Team in an office and field based capacity. Andy’s in depth experience of acoustic installations and understanding of the demands of the contractor on acoustic building projects gives the new Distribution Team an unrivalled ability to offer a totally professional service to their merchant distributor customer base.

Scot Madden and Mark Wright will advise domestic customers on which JCW acoustic products they need to solve their noise problems. The active enquiry will then be passed on to the customers preferred builders merchant branch convenient to their location. Scot will also sell acoustic fencing to the domestic market.

Sound absorption product sales to domestic and commercial customers will be respectively handled by Scot and Mark.

The back office team of Kath Smith (Distribution Sales) Zack Richardson (Sales Support) and Jem Fatania (Admin Support) will collectively handle telephone contact, order processing, logistics and production scheduling.

For more information call the Distribution Team on 01204 548400.
email: distribution@jcwgroup.co.uk
or visit www.acoustic-supplies.com

Key to top photograph:

Front row left to right: Claire Shawyer, Andy Critchley, Laura Keegan, Kath Smith, Jem Fatania
Back row left to right: Phil Bradbury, Zack Richardson, Simon Masson, Scot Madden, Mark Wright