Never has it been as important to have a clear plan to deliver your customer’s value at a fair price, as well as delivering your business good profit! – Jonathan Nuttall

There is no doubt, that the short-term future looks bleak! Labour shortages are creating massive problems, supply shortages are creating untold stress on businesses, and fuel prices push up the cost of goods, which is forcing private consumption to slow and households’ incomes to erode. We are all feeling it.

Businesses up until now have been comfortable and having a relatively easy time, with trade being very reactive and easy, mostly from large brands exploding as they trade on their brand presence. The problem with this is, that large brands typically reward resellers with low margins, which cannot sustain the reseller when the going is not good. Brands have been very consumer-led with the focus being on aesthetics rather than on value and efficiency.

Consumers are already starting to care more about what they consume as the financial directors and business strategists scramble to save money, streamline and become more efficient. They have the same problems as all businesses, including resellers, worrying about keeping the lights on.

Big brands have short memories and will care less about the smaller companies battling hard for every sale. In fairness, they will have to focus on the more stable “broad liners” to bring stability as they need to protect the prices, this means in cases closing off sales as manufacturers can not dictate what products sell for.

Smart resellers will have to make quick decisions and start by looking at where they do good business and search out the competition who are “Best In Class”. These are the smaller brands, despite the competition are growing because they offer value to the customer, margin and support to the reseller. They are about in all sectors and you will find them on the 3rd to 5th page of Google.

This is why JPL is a smart choice for your business if you are providing headsets, webcams and AV solutions to your customers. JPL Telecom Ltd is a smaller global brand that values a fair price to its consumers and a fair profit share with its reseller partners. We are naturally discounted when it comes to the “Global Big Brands” so there is no reason to erode your own reseller margin. JPL has a successful history of offering outstanding value to businesses large and small. We support the Public Sector and NHS, with reliable solutions in communication. An industry never needed this as much as it does now. We are open for business with good product supply and the ability to help your customers in this challenging time. Please connect and speak to me, if you would like to find out more.

Jonathan Nuttall