Simms: Existing vendor relationship key to survival

Simms: Existing vendor relationship key to survival

Local chief of specialist distributor, Simms International, says it will work on deepening vendor relationships to secure future growth

Making the most of existing vendor relationships to snatch extra opportunities in the market will be the cornerstone to future growth, the local chief of specialist distributor, Simms International, claims.

In an interview with ARN, managing director, Danny Moore, said its key priority to survive the economic downturn was upping the ante around business development.

“Our reputation is for great account management and customer service, but we haven’t really had to be true business development managers – we haven’t had to trawl for new business or close our categories,” he said. “We’re going out there to own all our categories as there are gaps everywhere, which is tremendous as it means there are opportunities.”

Moore cited Simms’ recent relationship with Cisco’s Linksys division, as well as its ongoing Apple business, as top areas of focus. For example, with the massive adoption of the Apple iPhone, a new gate had opened into the corporate sector, he said.

“It’s very hard to take Apple through the front door of a corporate – outside creative areas of the business, you don’t necessarily see Apple,” Moore claimed. “But with the iPhone becoming a business tool, we need to use that as a launching pad for the rest of the Apple product line.”

Moore said it was also important to keep evolving its go-to market strategies.

“You’ve got to change the way you do things – you can’t do things the way you did them 12 months ago,” he said. “There has never been a stronger time to represent your vendor in a deeper way.”

For more on Simms’ strategy to beat the downturn, as well as Moore’s views on specialist distribution, check out the Distributor Directions profile in this week’s edition of ARN.

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