THINKING DIFFERENTLY - Ussco.com

DEALER SUCCESSSEPT/OCT 2008GrowthIs Where You Find ItFor Office Pro, Janesville, Wis.,a non-traditional approach to salesand marketing has resulted inexceptional growthThe business of office products has never been more competitive.The power channel continues to go after a bigger sliceof the market through growing outside sales; while theirretail presence is an ongoing thorn in the side of independents.New forms of competition in terms of other national sellers andonline businesses chip away at sales. Every time an independentdealer turns around, other sellers — grocery stores, drug stores,even booksellers — are adding office products to their everydaylineup of goods for sale. Faced with these growing challenges, howshould an independent dealer respond?It is more than appropriate for dealers to become competitive interms of marketing, product offerings and new customer acquisition.Independent dealers employ various methods to enhancecompetitiveness. Ask Jamin Arn, president of Office Pro, Janesville,Wis., what it takes to succeed and you’re certain to get a complexanswer that brings together everyday office supplies, furnitureand a selection of exclusive lines that Office Pro brings to marketwith competitive margins.Five salespeople concentrate on southern Wisconsin, but OfficePro has customers in every state. When sales calls on a business22OFFICELINE | www.ussco.comand are told that the purchasing decisions are made at an out-ofstateheadquarters, Arn gets on the phone to tell them why theyshould be a customer. Internet business, which accounts for about50% of sales, also contributes to the national coffers.OUTSIDE THE BOX“Our model is low overhead, just-in-time and diversified,” saysArn. He explains that his approach tends to be “very much outsidethe box,” and it is difficult to disagree. “The traditional office supplydealer model may not be the answer; there is so much more outthere.”Doing more is probably in Arn’s DNA. He started Office Pro fiveyears ago; before that he had been at Indoff for 3- 1 ⁄2 years. At age22 he was the youngest partner ever hired there.Office Pro is essentially non-stocking, although a selection of fastmovingitems is kept in inventory. The company is set up withdifferent divisions that sell office supplies, furniture and used furniture,JanSan, and document shredding. Five salespeople cover agood part of the state and are diversified in their sales approach.