a clean sweep Diversification Is The Way Of The Future The more you offer your customers, the more invaluable you become. By: Amanda Martini-Hughes, assistant editor C Companies can no longer get by using the same tried and true methods of marketing and self-promotion. With new companies popping up every day, it’s easy to get lost in the shuffle. These days a company needs to make sure that their name and what they can offer is always in the forefront of the con-sumer’s mind. In today’s troubled economy, businesses are struggling to stay afloat and remain relevant. One way to achieve a level of relevance is by raising brand awareness. If consumers know more about your product and your company, they are more likely to pick you and to continue to do so. But, how do you remain one step ahead and a cut above the competition? The name of the game is diversification. It is no longer enough for a company to rest on its laurels and just get by with what they have always offered; you need to become a jack of all trades. Much like a stock portfolio, your company wants to diversify its holdings or its assets. You want to be able to offer more. One such company that has recognized and embraced the need for diversity is Staples. Their name is highly recognizable — think “that was easy” — but even a big name like Staples can recognize the need to evolve their business practices. Staples now offers a business-to-busi-ness (B2B) division, Staples Advantage, which offers a “one source” stop for busi-ness services, including facilities, furniture, promotional products, print services and technology. “They already trust Staples for office sup-plies [so] it’s a natural fit for Staples to sup-Be The One-stop Solution In today’s economy, saving money is impor-tant. It is equally important for any distribu-tor, big or small, to have their customers’ financial situation always in mind. If a distributor can not only supply a busi-ness but help the business streamline old processes and find ways to reduce labor time and costs, the distributor has sudden-ly become invaluable. “Facilities today are under tremendous pressure to control spending and improve efficiency. In short, they are expected to do more with less. Staples can combine ordering, deliveries and reporting to make it easier for our customers,” Hamblet elaborates. Gone are the days when companies can sit back and get by on what they have always done. The way business is done is changing every day. The companies that can recognize this trend and adapt will have a place in the marketplace of the future: They will have diversified. A company that can help with product selection, usage and training is priceless. These days, you cannot simply distribute products, but instead need to become a support system to maintain these products. Companies are looking for knowledge-able sales representatives that don’t just push a product but know the product inside and out. They’re looking to educate their employ-ees on how to properly use their products. If your company can offer the whole package — products, training and support — the more valuable you become to your customer. CM Showing your customers that your company can provide diverse solutions to their problems is a good selling tool. ply products to maintain their facility,” explains Lisa Hamblet, vice president of Staples Facility Solutions. Staples Facility Solutions is able to offer a wide assortment of janitorial and cleaning supplies and exclusive eco-conscious cleaners to promote health and wellness. Many businesses are already looking for ways to streamline costs, and if your compa-ny can service all of their needs, there will be little incentive to purchase from one distribu-tor for office supplies and a different distrib-utor for cleaning and maintenance supplies. Facility managers no longer want to get their supplies piecemeal, but rather at lower prices and with the guarantee of support. Be the distributor in the position to offer this support and your relevance increases. 48 CM/Cleaning & Maintenance Management ® • September 2010
CMM – Archives Sept 2010: 48
