The second of Henton & Chattell's 2015 dealer days took place this week at Oakley Hall Hotel, near Basingstoke. This follows one the previous week at Donnington Park racetrack.

Despite the at times apocalyptic weather, the event was very well attended with well over a hundred dealers gathered to hear about Henton & Chattell's plans for 2016 and to try out a selection of the new products (image gallery at the foot of this article).

Following coffee and bacon rolls, the day began with md Peter Chaloner, giving an overview of the market. He remarked how total unit sales for Hentons were a little down on 2014, but how this was a slightly unfair comparison as 2014 had seen quite unusually high sales levels. He said a more accurate comparison would be against a more regular year such as 2013, and this held up favourably. He also sited both the bad weather conditions and the uncertainly around the general election as contributing to a slow start to this season.


Peter Chaloner

He went on to explain how Henton & Chattell want to work as closely as they can with their dealers. He said, "We have three main ways in which we want to help our dealer network; through pricing; through range development; and through driving customers through your doors."

On pricing Peter said how this is the most challenging aspect of a dealer's business today. "Dealer profits are being squeezed by manufacturers' pricing policies," he said, "but we have another way." Henton look to make make sure that their dealers' core margins are always very healthy and they stress how they don't force unrealistic stocking terms on their dealers.

Addressing range Peter said, "It is very important for us to develop complimentary products to our key lines where appropriate." He spoke of having an office in Shanghai overseeing innovation on the ground. He said, "New product development is key to our ongoing success and differentiating products is essential."

And in terms of getting customers through the doors of dealerships Peter explained, "Certain major brands are pulling back on their marketing budgets. This is a quick-fix for making their bottom line look slightly healthier- but it's a disaster in real terms. We've taken the opposite route to this and are increasing our advertising spend. As such, new and exciting for 2016 will be our first foray into television advertising.

"TV advertising is a big step for us, but we believe it's very important. Utilising the sophisticated Sky Adsmart system, we'll be able to target our key demographics."

BRANDS

A series of presentations were then given on Henton's various brands beginning with Peter Chaloner on Billy Goat. He told the dealers, "There has been real growth with the Billy Goat range thanks to your help. And the range is set to expand with the introduction of the Plugr aerators which will be great for your contractor customers."

Andy Marvin, Trade Sales Manager, then talked through the real success story which Cobra has been over the past couple of years. He said, "Three years after introducing Cobra we now have 106 products on the shelves. We have created a brand. It's the fastest growing garden machinery range in the UK." He attributed a fair degree of this success down to how the range had been marketed, in particular crediting a range of videos presented by the BBC's Martin Fish on their website. He said, "Consumers have changed the way they research products now. Videos such as these are vitally important and as such we are endeavouring to create one for every product."

There will be further Cobra products coming in 2016 including more lithium-ion powered machines such as blowers, trimmers, chainsaws and a 16" rear roller push mower.

Lee Lewing, Internal Sales manager spoke about the Briggs Power Products range which included water pumps, the Sprint Series generators, as well as Power Washers. A new innovation seen on these was the Power Flow+ technology which allows high-airflow cleaning of hard to reach and high-up places.

Peter Melrose of Ego then explained the benefits of their high-voltage, lithium ion powered range and how he was very keen to encourage more of the attendees to sign up as dealers. As the brand's desire is to reach the high-end howeowners they only stock exclusively through the specialist dealer channel. He said, "We do not enforce large stocking orders on you, so it is eminently affordable to try Ego in your dealership." He also explained how the range is expanding and coming next is more products, more professional machines, bigger batteries and faster chargers.

After a break for the dealers to demo the products for themselves (avoiding the rain) and to have lunch, Leigh Bowers presented on the Allett brand. He said as well as the professional market, Allett was targeting with their cylinder mowers those homeowners for whom their lawn is their pride and joy. He said, "These people are out there for whom price is not the main deciding factor in purchasing a mower for their home. From running the Creative Stripes competition with The Daily Telegraph we receive pictures daily which prove just how much dedication many enthusiasts have and therefore have a desire to purchase a cylinder mower."

The presentations were concluded with Liz Chaloner introducing the dedicated team at Nottingham to the dealers and explaining how they are there to support them in any way they can. She said, "We are incredibly lucky with our team working with us and we want to thank them all. But most of all we want to thank you, our dealers, because without our customers we are nothing. We greatly appreciate all your support."

Finally a prize-draw took place with Romsey Grass, Chislehurst Motor Mowers and Lister Wilder being the lucky dealerships plucked out of the hat.

Below is selection of pictures of the dealers getting hands-on with the various brands.