Price focusing on core business at Dicker

Price focusing on core business at Dicker


Swelling revenues by 25 per cent during the next six months is top of the agenda for newly installed Dicker Data sales manager, Chris Price.

But that won't mean forming new relationships with other vendors - at least not yet - because he will focus on maximising sales with its current crop.

While the easiest way to grow would be adding more vendors, Price said this was something to be considered further down the track. He suggested October would be a good time for Dicker to have a look at its options, with the addition of software to its portfolio a possibility.

"Software is the most glaring omission in our range and that can be efficient business because there are no stock-holding or freight costs associated with licensing," he said. "But we won't go down that road until we are sure enough of what we are doing with our current model."

While expansion of revenues and vendor partners were desirable, Price said it would not be achieved by increasing staff numbers or opening a warehouse in every state. The plan would be to achieve its objectives through improved inventory control, marketing and use of current resources.

"The Dicker model is unusual because the whole team is cross-skilled to do a bit of everything. There's no disconnect between sales and product," he said.

"But I want to promote specialisation in purchasing. If everybody is more accountable, it gives them some ownership of how the business is progressing."

Dicker is offering free freight during June as it looks to maximise end-of-financial-year sales.

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