What market are you in and how big is it?

We operate in a business to business (B2B) environment targeting the myriad of businesses that use high end products and Personal Protective Equipment (PPE), much of which is consumable. . That market is approximately $2billion nationally, so it’s certainly a decent, but importantly, an easily identifiable market.

Who is in your target market?

Every blue collar worker in Australia will, or should, be using safety products to some extent so there’s a massive market out there. The intelligence is to know who uses the most. We use our in-house data review process to determine those industries that consume the larger licks of consumable safety products and naturally these are our primary sales targets. In our territory selection process we endeavour to give all our franchisees similar share of these lucrative clients. 

We focus on small to medium enterprises (SME) up to 200 employees,  as the larger businesses are highly sought after and serviced at low margins so we are not interested in them. We certainly are very familiar with our market and use our unique selling proposition to primarily target these clients.

What do your best franchisees do really well making them a success?

Put simply, in our Industrial B2B market, it is all about client relationships commencing with a well-trained market savvy sales person meeting ‘face to face’ with potential clients in the first instance. The best franchisees utilise the marketing material we provide them plus their own local area marketing material and it gives them the reason to be in front of existing and potential client’s every day. It is all about marrying a good sales person to the well-established, proven business model. Then it is all about the long term value of a client. For example a client that spends $500 per month will deliver almost $100,000 in sales over the terms of a franchise agreement. It is simply a numbers game. The more clients you add the larger your business grows. There is no end of opportunities.

Generally, the sales person in the van will establish the client relationship and once a buying pattern has emerged encourage the client to place orders direct on the Safety Centre by fax, phone or online so that faster fulfilment is achieved. , Tthe client is happy and the sales person is freed up to seek out new clients – continuing to grow the business.

Ideal background for a SafetyQuip franchisee?

Over the years we’ve had a whole range of different backgrounds of franchisees in our business. We’ve had a plumber, accountant, café owner, software engineer, farmer, policeman, a distribution manager and more. Yes, we’ve had all types!

I could easily say that the ideal background is with someone who has had experience in industrial safety distribution but that as an exclusive background is quite rare. The beauty of the business model is that the safety product knowledge can be trained. We can take anyone from anywhere and teach them what they need to know. The only aspect we can’t teach is how to be a good sales person. Some people have it and some don’t.

It is so much more about sales, service, persistence, and a willingness to learn and follow a proven system.

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