Sheffield-based tyre inflation and compressed air equipment manufacturer PCL has announced the launch of its new Partner+ initiative, which is aimed at growing the brand’s market share by supporting distributors to flourish.
“The key goals of Partner+ are commitment and service,” said Sales Director Lee Wright. “The programme will suit distributors who take a broad range of our cutting-edge products. This will enable them to develop and sustain long term sales to their own customer base, rather than just transactional sales.”
In return for a Partner+ company’s commitment, PCL offers a range of incentives, including branded workwear, signage, advantageous trading and credit terms, standard and bespoke marketing support and advice on the use of mailing lists. PCL will also support on Point of Sale posters, product display stands and assistance with online promotion, including social media and website visibility.
Distributors with space to set up Partner+ “Air Centres” will be supported to hold open days for local businesses to view the product offering, with the PCL team on hand to provide help and advice on the safe use of compressed air. In addition, PCL can accompany partners on joint customer site visits, for example to introduce products and explain their benefits, such as PCL’s Quick Release Safety Coupling and its ability to prevent dangerous high-pressure disconnection accidents.
The first Partner+ member to be appointed is Surrey-based One Stop Air Shop (OSAS) Ltd, located just outside the old Brooklands Race Circuit. As a PCL distributor for almost 30 years, the company will be used as the business model for future sign-ups. Trading as Metro Sales since 1988, OSAS operates as a specialist compressed air wholesaler for the automotive aftermarket, paint refinishing factors, and compressor and pipework installers across the UK mainland, Northern Ireland and Eire. OSAS also supplies PCL’s market-leading tyre inflation products to several European companies within the aviation industry.
PCL’s reputation as a trusted brand with over 80 years of industry experience, coupled with its core product offering of Quick Release Couplings and Adaptors, tyre inflation equipment and hose reels, made the decision to become the UK’s first Partner+ distributor an easy one for Gary Crotty, OSAS’s MD.
He explained: “PCL’s strong brand identity, quality products, and the regular release of new products on to the market allows us to approach our customers safe in the knowledge that products are competitively priced and rigorously tested before being introduced.”
“After 30 years as a PCL distributor, we are uniquely placed to offer market information when looking for new products, to provide advice on stock levels and more importantly, which products to keep in stock.”
Gary described how he and his team are already making good use of the Partner+ benefits: “There’s a welcome pack with a budget to spend on marketing materials, plus a match funded marketing support fund. Perfect to concentrate the minds of sales staff at point of sale.”
“We’ve repainted our building, commissioned and installed new signage, and had leaflets printed showing the most popular products of interest to generate a better understanding of PCL’s range to both sub-distributors and users alike.”
“Our new two metre square sign featuring PCL compressors, hose reels and tools leaves no one in any doubt about what we sell in our PCL Air Centre. Inside we have a working screw compressor, pipework featuring PCL air treatment units, Dropout air separators, hose reels, blow guns and safety couplings. So a customer can see, feel and compare what they’re buying and know it works. “
He continued: “Committing to a market-leader and manufacturer company like PCL, that is so well perceived by our professional re-selling customers, gives us a great advantage. In order to operate our daily dispatches to wholesale customers we carry in excess of £35,000 worth of PCL stock, and can be used as a stock base for smaller outlets wanting to sell premium products but without the buying power to compete on their own.”
“We’ve been buying from PCL for so long we know the ins and outs of the product range, and we have a fantastic long-term relationship with Lee’s enthusiastic sales team, who do all they can to support our efforts, ably assisted by our Business Development Manager, Laura.”
“The OSAS team is pleased to be able to represent PCL and give our customers confidence that we are not just selling the product but have the full support and backing of the manufacturer to create a strong and well-established, knowledge-based route to market.”
Lee Wright concluded: “One Stop is an excellent example of how Partner+ can set distributors on a course to continued success, ensuring we can flourish and grow supporting each other.”