BT Issue13

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Welcome to the 1st Business Talk Magazine of 2009!

Im delighted to report that many businesses in th Gatwick Diamond are not just holding their own i nthese challenging times, they also have big and bo ldplans to grow in 2009. If you want to see an exampll ofthis, you cant do any better than read the article a utour cover story business, Trade Skills 4U in which C r

the MD shares his positive news from across the g lobe.And theres more! HJP, Independent Financial Ad svisergive some excellent advice on where costs can betrimmed and where cost reduction is not always agood idea. As ever, Malcolm Fillmore, our solvencyexpert has some very timely and useful advice, w h ton the creative side of the business spectrum, Gra amLaker of HH Design looks at why marketin yourbusiness is a necessity, not a luxury. And Da , ourweb design guru looks at how your website could emaking you more money!

I thoroughly recommend that you find out more ab t

the free Business Link clinics on offer. (more detai lsinside) Cutting telephone costs definitely gets myvote find out from IP Centrex how you can benefitfrom their services. We also have positive words fro Jeremy T ylor, Chief Executive of Cadia on the GatwickNow initiative and from Steve Sawyer of CrawleyCouncil, on the improvements being made to ManorRoyal. There are wise words from Simon Lee, Directo of building specialists Currie and Brown (establishedin 1898) We learn how they are growing despite thecurrent climate. Its all compelling stuff so make s ore tearmark some quality reading time!

Business Talk Magazine is an excellent networkingforum, regarded by many readers as a useful resoufor advice and tips plus interesting and hel fulinformation. Make sure to share your feed ack andquestions with us.

Allison Golding, Editor/Publisher

Business Talk Magazine Ltd.

PO Box 50, Burgess Hill RH159ZJ

Tel: 01293 863542 / 07795 511972

www.businesstalkmagazine.co.uk

Published on behalf of Business Talk

Editor: Allison Golding

[email protected]

Advertising Sales:

[email protected]

Editorial: Dee Blick, Mary Carmichael, Gus Sylvester

[email protected]

Photography: Andrea Sarlo

[email protected]

Design: SGSS Design

[email protected]

To find out how you can advertise or feature in

Business Talk call : 01293 863542 / 07795 511972 or

Email: [email protected]

Copyright BUSINESS TALK 2009.Whilst every reasonable care has been taken to ensure accuracy, no

responsibility can be accepted for inaccuracies, howsoever caused.

Opinions expressed in articles are strictly those of the authors. No

liability can be accepted for photographs, artwork, illustrations or

advertising material while in transmission or with the publisher.

issue13

gatwickdiamond

4 More skills = More work

6 Firm foundations

9 Should I stay or should I go?

10 Talk Back to our panel

of experts

12 Surviving the recession

13 Cutting costs in a recession

14 HH Design packs a

good punch

16 Powerful copy makes

money!

17 Going the extra mile

18 Overcoming challenges

19 New Years Resolution: Cut

costs and improve service

20 Manor Royal improvements

move a step closer

22 Free Business Link clinics

23 You cannot afford a

square peg

24 Editors Talk

26 Gatwick Now!

4

14

20

Our reason for advertising was to make businesses within the Gatwick Diamond Area aware of the services we

can provide. We received an immediate response from the people we were trying to reach, and will be using the

magazine again as a tool to promote other areas of our business. Alison Golding and her team have provided a first

class service from start to finish and she gone out of her way to offer further advice and guidance.

Lloyd Foreman, Lawson Maclaine Ltd.

The Gatwick Diamond region is really thriving and we all have a part to play in helping the area to continue to

grow. It is vital that, as business owners and managers we keep up to date and have a forum to express our opinions-

Business Talk Magazine does just that. Keep up the good work!

Jeremy Taylor, Chief Executive of Cadia

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0800 856 4448www.tradeskills4u.co.uk

Train the trainer qualifications for any companies needingto do In-house training or client/staff presentations City & Guilds 7300 certificate Assessor/Verifier qualifications Presentation skills training Short 2 day courses Flexible tailor-made courses Evenings and weekends available

Callnoworgoonlineandgetqualified withTS4U

Intensive Courses Training Centre in Crawley

Economic doom and gloom. A dip in the

housing market. Thats surely bad newsfor a training organisation focusing

on trade skills? Not a bit of it, says Carl

Bennett, founder of Crawley-based Trade

Skills 4 U.

Gaining more skills means you are able to offer

customers a better service and you have a more

professional approach, says Carl Bennett, the former

Met marksman who, founded Trade Skills 4 U in 2005,

after recovering from a brain tumour.

Ultimately what it comes down to is you get more

skills, you offer more services, you get more work.

It is an approach that seems to be ringing bells with

his clientele. Turnover in October 2008 for example,

was double that of the same month last year.

The credit crunch really hasnt had much of an

effect on the number of people applying, he says.

Training in this area seems to boom in a recession.

Thats partly because tradesmen recognise the need

to multiskill to ensure survival and companies want

to ensure they can provide a better service.

Also, although new building projects have slowed,

there is still more work in extending and renovating.Anyway, whatever recession we have isnt going

to last forever and they want to be ready for the

inevitable demand when it does end.

Trade Skills 4 Us bedrock is construction and

electrics, with applications coming from young

people just starting out and people who want to

switch to a new career or to work for themselves, as

well as ex professional footballers or armed service

personnel who are retraining for a life in civvy

street. And there are always existing tradesmen who

want to gain extra skills.

Many tradesmen are not really multiskilled buttheyll have a go, says Carl. In the current climate,

they need to be able to offer a whole range of

skills to ensure they can offer a really professional

comprehensive service.

More Skills = More Work

4 business talk


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Reasons to be trainingIndividuals

To launch first careerTo switch to new careerTo be equipped to start own businessTo gain or update a qualification to prove skillsTo add extra skills to repertoire

CompaniesTo give staff better general understanding,which can improve staff retention, as well asthe quality and variety of services you can offerTo get staff qualifications updated so youcan provide high quality services that clientswill pay forTo multi skill existing staff which helps youkeep staff overheads under controlTrainer and presentation skills andqualifications for company in house training.

5business talk

However, a substantial part of the organisations

clientele comes from corporate clients, eithercompanies where staff need to know a bit about a lot,

or those who want to add new skills to their staffs

repertoire. It trains staff of hardware superstore B&Q

for example, to ensure they can offer the best advice

to customers, and Bennett says the company reports

a 17% increase in sales in these stores.

It also trains maintenance staff of the Royal Free

Hospital, ROK, BAA, and Harrods to name

a few, to equip them with extra skills,

as well as the employees of many

established building companies.

The corporate area is one that Carl iskeen to grow, and he stresses that every

phase will be helping tradespeoplecourse can be customised to suit a companys

specific requirements.

He is also broadening horizons and is expanding into

green areas next spring, with wind turbine and

solar panel installation. Ive been negotiating with

NICEEIC, the training body for electrical training,

explains Bennett. At the moment this area is

unregulated and people are winging it putting

wind turbines in positions where there is no wind,

for example. These are getting more popular though,

and once regulations do come in, those who canprove they know what they are doing are going to be

ahead of the game.

He is also introducing Train the Trainer courses,

relevant to any type of business and carrying the

Trade Skills 4 U hallmark of tailored intensive learning

to a recognised qualification at a time to suit. In the

future, this might be extended to provide training in

general business and business communication skills.

We run the City & Guilds 7300 trainer qualification

as well as A1 & V1 training, these skills are useful for

any organisation that runs in house training or gives

presentations to outside clients.However, these are not the limits of Carls

ambitions. He is also looking to take his pioneering

business model to the other side of the world, with

negotiations underway in Sydney, Australia. The first

who plan to emigrate to Oz to

convert their UK qualifications into the Australian

equivalents, but future plans could also involve

franchising the business model in the Antipodes.

It is an exciting opportunity, says Carl. There

is definitely a gap in the market there and I like a

challenge.

For more information on the

courses contact Carl and his

team on the details below:

T: 01293 529777

E: [email protected]

W: www. tradeskills4u.co.uk

CarlBennett
mailto:[email protected]:[email protected]

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Currie & Brown, one of the worlds leading

construction consultancies, could be described as

one of the industrys best kept secrets. While clients

and architects scoop up awards for inspirational

building design, Currie & Brown, the project and

cost managers delivering these projects on budget

and on time, are rarely in the limelight.

But Simon Lee, Director and Groups Head of Cost

Management, based at new offices in Haywards

Heath, explains why theyre happy with their crucial

role behind the scenes:

Our job is to ensure the smooth delivery of projects

for our clients. Broadly speaking, our role is twofold:

to deliver cost savings and value through prudent

control and to ensure cooperation between the

variety of players inevitably involved.

Keeping projects on track takes skill. And Currie &

Brown have this in spades. Established for over 100

years, this managementowned business draws on

impressive experience. With engineering roots, the

firm have specialised in construction consultancy.

They have interests in every continent, employ

1,000 people worldwide and can name the BBC,

the Foreign & Commonwealth Office and BT among

its impressive client list. They are built on firm

foundations, just like the projects they consult on.

Clients appreciate their construction expertise and

proven ability to deliver from concept through

construction, operation, management and

maintenance, and even demolition. Appointing

professional help with pioneering new techniques

brings benefits. But for some, that realisation comes

after a difficult experience. Marcus Lyon, Director

and Head of South East Project Management,

explains:

Firm foundations

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business talk 7

We have had situations where clients have tried to

project manage their own developments. Budgets

often go awry and they can be saddled with a

contentious venture. Recently, we helped realign

a project which had gone almost 2million

over budget.

Working within existing planning constraints, we

spearheaded changes to the design, ensured that

the building had all its intended functionality and

brought it back on budget.

Little wonder then that the team have an enviablerecord in securing repeat business. Existing clients

account for approximately 75% of contracts;

testament to the fact that Currie & Brown build

relationships that last. Simon Lee adds:

Looking after our customers is paramount; they

come first. Were interested in their business

objectives and passionate about delivering projects

that reflect their needs, within budget and time

constraints. I think were respected because we give

honest advice, administer sensible controls and

ensure that clients and contractors agree on and

remain committed to shared goals.

We recruit talented, resourceful individuals

and develop their potential. We find that good

communication and an open approach to staff

management encourages loyalty along with the right

cando attitude. Were lucky to have an experienced,

dynamic and enthusiastic team in Haywards Heath,

with around half the workforce having been at Currie

& Brown for over ten years.

Camaraderie was certainly to the fore during the

recent office move. Having outgrown their Crawley

offices, they considered their relocation carefully.

Naturally, our team handled the move with ease.

Weve gained nearly 2,000 square feet with vastly

superior workspace and meeting facilities. Weve also

incorporated a dedicated staff dining/social area inresponse to their feedback.

With good links to London and the South Coast, the

new location fits with their commitment to utilise

public transport and the extra space means that

growth is the goal.

Looking to the future, Simon Lee concludes: It

would be foolish disingenuous even to ignore

the current economic climate. But it does present

opportunities. Helping our clients protect their assets

is essential. Clients will need to run a leaner, meaner

operation so our expertise in helping them manage

their property portfolios more economically has never

been more vital.

The next year looks set to be busy as they oversee

major investments in student accommodation and

academic buildings at the University of Sussex and

numerous other high profile projects for education,

health, commercial and local government clients.

With a solid strategic plan, a strong position in the

marketplace and their involvement with clients

committed to continued investment, Currie & Brown

have every reason to be confident. Well continue

to invest in our most important asset our people,

confirms Lee. With his robust leadership at the helm,

its clear that this company will continue to build on

its firm foundations.

For more information contact:

Simon Lee, Director

T: 01444 4484 00


W: www.curriebrown.com

Currie & Brown

6 Heath Square, Boltro RoadHaywards Heath

West Sussex RH16 1BL,

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When you want to capture thereal spirit of your people

When you need images thatbring your brand to life

When you want to communicate withmore than just words

Contact Andrea Sarlo and visitwww.andreasarlo.com for inspiration

Stunning professional photography

without a hefty price tag!

www.andreasarlo.com

Tel: 01403 267660

We are delighted with the images, and theprofessional and creative way in which they each

communicate our brand and our capabilities

Ryan Walker, M.D. Techmobility

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EWPROPOSED

FFICE

9business talk

Should I Stay orShould I go?

to sacrifice any personal space. Our client achieved

that the current building needs to be restored to its

If youre looking at your current office space and important that the Telesales Team stayed together as

a unit and were not spread across various floors. We1230

wondering how you can fit in more people or perhaps

add another meeting room or staff breakout area,

you could arrive at the conclusion that moving is your

only option.

Its not.There could be a better and more costeffective

alternative, one that means you can stay put and

still accommodate new people or those additional

rooms. David Webb of Trevor Blake Ltd, the space

planning and refurbishment specialists, reveals

more. Despite the current economic climate, many

businesses in the Gatwick Diamond are thriving and

growing, and when their lease comes up for renewal,

they can often make the decision to move premises

to allow for this growth. However, its a decision that

can cost thousands of pounds if their lease stipulates

visited the site and walked the floor, looking at where

space savings could be made without compromising

on either health and safety legislation or the comfort

of the existing telesales team. Naturally when doingthis, we also review the existing welfare facilities, the

impact of Disability Discrimination Act regulations

and of course consider fire regulations. It is never,

ever a matter of simply shoehorning more people

into an existing space.

So, what was the outcome for Titan Travel? Through

a process of careful and precise space planning, we

found more than enough space to accommodate

the additional staff. As you can imagine, our client

was delighted and the existing team didnt have

Another client benefited from Trevor Blakes space

planning experience and flair by subletting one of

their floors. Our client was occupying three floors

when really the entire team could be comfortably

accommodated in just two, says David. Thats the

beauty of space planning at this level. Youre not only

adding value to a clients business, youre also saving

them money something that is always welcome.

Should I Stay or Should I Go?

So, whether you are thinking of staying in your

existing premises and would like to make some

changes, or are considering moving in order to

expand, talk to Trevor Blake Ltd before you make any

decisions. When it comes to achieving marvels with

their goal at a fraction of the cost of having to findingoriginal state. The landlords surveyors will perform aadditional space and without major disruption todilapidation report which will outline all the changes

your space, they are the magicians!their business.that the tenant is required to make. It doesnt matter

whether the building is in tiptop condition or not.

The bottom line is that the bill for making these

changes can easily run into five figures or more .COLUMN

BASE

David points out that restoring the building to

its original state means just that removing any

partitions or walls and dismantling any changes,

FIREHOSE

CUPBOARD

TO

STAIRWELL

UNITS

TRUNKING

TRUNKING

BALCONY

large or small. There are also the other costs of

moving to consider too. When you add up the

physical cost of moving, plus the IT and telephonybill and the changes to your marketing material, you

can end up with a hefty bill.

So, if moving is an expensive SHOWER

FEMALE

TOILETSCOMMS

MALE TOILETSexercise, how can Trevor BlakeELECTRICITY

CUPBOARDLtd help?TO LIFT LOBBY

The answer lies in having your existing spaceBLOCKED WINDOW

evaluated before making the decision to take on

more space or up sticks and move. Trevor Blake Ltd

will analyse your current space and identify creativeFor a free initial

and inspiring solutions to your challenges. Gatwickconsultation please

diamondbased Titan Travel came to Trevor Blake Ltd call David Webb atfor this purpose and the results were astonishing.

Trevor Blake LtdDavid takes up the story. Titan Travel were looking

01293 775509 or emailto expand their telesales team, but within the For more information: [email protected] floor space it just didnt seem feasible. It was www.trevorblake.co.uk
mailto:[email protected]:[email protected]

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Alex Steele

Recruiting

10

Alex Steele

RecruitingTALK BACKMalcolm Fillmore

Insolvency

QQWe import designer light fittings whichwe sell direct to retailers. Whilst tradeis a bit down, what worries me is if one of ourmajor customers goes bust. Any hints and

tips?

No matter what business you are in or how it is faring in

the current economic crisis, there will be times when you

dont have all the answers. This is your chance to ask our

experts the questions that are bugging you. And fear not,

Business Talk has many impressive business brains to

pick. So ask away.

talk back

QQI am the MD of a small business andI need to make a key hire that couldmake a huge difference to our company.I want to outsource the process toprofessionals, just as I do for my accounting

and legal requirements. I am aware of the

traditional recruitment services out there

but I think I need something a bit more

specialist. How do I decide which company

to use?

AAThere are a number of services available in therecruitment market with agencies supplyingCVs with a fee being paid only when an individual is

hired. The Agency method is low risk financially but

can be challenged by the real possibility of time and

effort wasted in wading through inappropriate CVs

received, as you have no guarantee that candidates

will be screened properly.

One alternative, not generally considered by smaller

businesses is a retained service or method known

asSearch. Contrary to the general view, this is not

exclusively for large budget businesses. Smaller

businesses can be deterred from consideringSearch

services by the misconception that a retainedSearchis an expensive alternative to the success based

process. It is not the case and the smaller business

decision maker may take the view that the cost is

justified for the tailor made service received in return.

I would advise you to judge tenders and pitches on

the following criteria:

1. Insist on meeting all those likely to be involved

in the conduct of the assignment. Would you be

inspired to join your business if you met these

people?

2. Feel confident that these individuals would add

value to the process. Do they have a feel and

understanding of your business? Do they share the

passion? Can they sell it?

3. Feel comfortable that you could work with the

Lead Consultant and that you are prepared to be

guided by them. Be flexible and open to new ideas,

but you are buying their expertise, so make it work

for you.

4. Ensure that all Candidates, particularly those who

are unsuccessful, will be treated professionally and

courteously as the recruitment process (particularly

Search), is a PR/Marketing opportunity.

5. Read the Terms of Business and proposal document

carefully and query any issues that are not clear.

6. The relationship between you and your recruiter

should be a mutually beneficial business

partnership, with both parties concerned equally

with the hiring of the best candidate available, but

also enhancing your reputation and standing in

your marketplace.

T: 01798 815996


W: www.asteeleassociates.com

AAA year ago, credit insurance would have beenyour best answer but we are seeing a rapidrestriction in availability of such policies, given the

vulnerability of the retail trade. While still an option,

you will pay more than previously and be told that

some of your customers are uninsurable.

But in these difficult times you do not want to turnsales away so there are other things you can do.

One is to sell under retention of title (RoT) terms.

But beware these are by no means foolproof and

insolvency practitioners (IPs) are skilled at negating

them! There are golden rules and the first is to have

clear evidence in writing that your customer accepts

that title only passes when they pay. The next trick

is to ensure that each delivery you make can be

specifically identified to an unpaid invoice. If you

regularly supply the same type of product, the IP will

ask you to prove that each item remaining is actually

one not paid for as opposed to one supplied earlier.

Do not get your solicitor to draft complex clauses

in your trading terms which may not mirror what

happens in practice. We see terms which seek to

prevent a retail customer from onselling goods or a

requirement that if sold, the money is kept physically

separate (try telling that to your cashier!). If you seek

to impose terms which require a customer to act in

a way that he cannot, that alone may negate the

contract. The best RoT terms are usually the simplest

title to goods supplied does not pass until they are

paid for but make sure it is stated on all contract

documents, especially order forms.

If your customer does go bust on you, be quick and be

persistent. Demand a right to count and identify your

stock and provide the IP with supporting documents.

And then chase him up many RoT claims fall by


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i

11

Malcolm Fillmore

Insolvency

persuade him to pay in full rather than return the

goods. Thats better for you, since you do not really

want the stock back!

T: 01293 410333


W: www.athertonbailey.com

Paula Tomlinson

Accounting

Moveable partitions

Battery chargers and generators

Belinda Gannaway

Marketing

For example, an office or warehouse refurbishment

may be more affordable than you think and be a

good bridge before committing to larger premises.

Other existing favourable capital spend allowances

include 100% relief for environmentally friendly

fixtures such as certain electrical systems. Or 100%

relief to renovate a flat above, say, a shop. This may

you want to say it and how. PR, on the other hand,

is all about providing genuine news to journalists

who then create stories for their readers. You have

less control, but it does offer a different range of

advantages. Ultimately, though, the two work

well together.

So, how do you get the press interested?

Assuming you know who you are targeting it

could be potential recruits or investors as well as

talk back

the wayside because the supplier does not pursue

them. Once an IP has accepted your claim, if he is

trading on or selling the business, it is likely you can

Paula Tomlinson

Accounting

QQIn this challenging economic climate,will tax incentives help me invest innew machinery and other assets used in my

small business?

AAAn improved tax allowance which mayhelp you continue with your investmentplans during this difficult period has recently been

introduced.

From last April 2008, expenditure up to 50,000over 12 months receives 100% tax relief. For a small

limited company this is an immediate tax saving up

to 10,500 (or 21%) and for a higher rate sole trader/

partner up to 20,000 (or 40%).

If your expenditure exceeds 50,000 it may still be

possible to receive 100% relief for the entire amount

by delaying some expenditure so it is incurred over

two or more 12 month periods.

For a sole trader/partner the resulting lower profits

may increase your child tax credit claim providing

you with a further benefit.

Eligible expenditure includes: Machinery

Computers

Furniture

Heating and air conditioning

have the added advantage of improving your

rental income.

If you are struggling to persuade your bank to lend

you money, explaining the tax rebates and beneficial

cashflow may help to receive their approval.

Your capital spend decision should be made after

checking your existing/potential trading losses and

capital allowances and your personal allowance position, because the timing of expenditure is crucial

to maximising the tax benefit to your business.

T: 01444 882677E: [email protected]: www.onthespottax.co.uk

QQMy business has lots of good thingsgoing on that I think the press wouldbe interested in. How should I approach

them?

AAJournalists are always looking for stories.Understanding that you have news to shareis the first step in gaining a media profile. However,you should also understand that advertising and PR

are not the same thing.

By paying for your media slot or advertising you

get to choose your message word for word, when

prospective clients identify the papers, magazines

and radio and TV stations that reach them.

Reading those titles will give you an idea as to the

sort of stories they cover, what days they cover

them and who writes them. If youre still happy

you have something they would be interested in

journalists hate timewasters you can try one of

two approaches.Most local journalists would welcome a phone call

with something that is well thought out, timely and

of genuine interest to their readers. However, many

busy hacks will also want a press release setting out

the key facts.

There are lots of websites that will give you a

beginners guide to writing a news release. But the

key is to keep it brief, address all of the main points

at the beginning, provide contact details and make

it factual. Remember, you are not selling, you are

telling a story.

Get it right first time and that includes avoiding

grammatical and spelling errors and journalists

will be more interested in your future stories.

T: 01273 551448


W: www.bgmarketingandpr.co.uk

Belinda Gannaway

Marketing
mailto:[email protected]:[email protected]:[email protected]:[email protected]

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The economic climate is the worst for decades.

But the vast majority of businesses survive

downturns while the best take advantage of

the upturn when it comes. So while 2009 will

be pretty bloody, it will not be terminal. The

economy will recover probably as early as the

spring of 2010 with a new government, banks

lending again and renewed house building all

restoring confidence.

Surviving the recession


financial talk12

Here are ten critical steps to ensure your business

rides the storm, from Atherton Bailey partner

Malcolm Fillmore.

1. Make cash king

You have heard it before, but it bears repeating in

times of trouble, cash is king. Businesses do not go

bust simply because they run out of profits. They go

bust when they run out of cash. Make your mantra:Cash, cash, cash.

2. Spot trouble ahead

If you credit insure or factor your debts, heed limits

or restrictions against your customers. You may think

you know your customers, but insurers have better

information and cover is never withdrawn without

good reason.

3. Stick to what you do best

In good times, you invested in expansion and

diversification. Now is the time to go back to basics

and focus on your core business. Concentrate on

what you are really good at and chop or mothball

the bits that are not working or taking up

disproportionate time.

4. Make tough decisions

The biggest overhead is staff and you need to face up

to hard decisions sooner rather than later. Pruning

can make the rest of the plant grow stronger. So

make redundancies in a single hit and discuss your

survival strategy with survivors to motivate them to

work towards it.

5. Get advice

Lock yourself away for the weekend to write or re-write your business plan and cashflow for the next

18 months. Ask your accountant for advice. If they

do not offer business advice, get a new accountant

or talk to an insolvency practitioner specialising in

business rescue.

6. Negotiate with your landlord

Ask for a rent holiday from your landlord. There are

lots of empty properties out there and landlords

would rather receive something at some point than

be faced with an empty unit.

7. Talk to the taxmanThe Government got us into this mess and Gordon

Brown says he is doing everything he can to alleviate

the problems, so take advantage of any tax deferral

initiatives.

Malcolm

Fillmore,partner,AthertonBailey

8. Get customers on side

Talk to your major customers about improving

payment terms. They buy from you because they

need your goods and services they want you to

survive.

9. Keep it real

Ensure you have a business you believe in and that

is demonstrably viable and fit for purpose when the

upswing comes. Even if 2009 profits are nil, focus on

the near horizon and carry out periodic sanity checks

to ensure the light at the end of the tunnel is not the

express train heading your way.

10. Keep the faith

Above all, have confidence in your survival. When

you manage the downturn and competitors dont,

there will be more opportunities when the market

recovers. But make sure this confidence is supported

by a real plan, not blind faith.

Atherton Bailey is an insolvency practice with offices

across the southeast. Find out more at

www.athertonbailey.com

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Employee Protection Schemes Group Life AssuranceGroup life assurance insures a multiple of the earnings of individual employees which may be paid as atax free lump sum to a spouse, partner or dependants The employer pays the premiums and the cost isnormally treated as a trading expense. Group Income ProtectionProvides a regular payment to the Company that allows the employer to continue to provide a significantproportion of salary therefore supporting the member of staff throughout a long term accident or illness.As with Group Life Assurance the employer pays the premiums and the cost is normally treated as atrading expense Group Private Medical AssuranceProviding staff with speedy access to quality medical treatment can often help employees get back towork in the shortest possible time. Also many policies concentrate on prevention rather than cure whichhas to be of benefit to both employer and employee. Schemes on a group basis can be as small as 3members (employees) to take advantage of the much lower premiums for groups rather than individuals.Members spouses, partners or children can be included but this will inevitably increase the premium. Group Critical Illness InsuranceProvides a lump sum to employees or their families to help with the financial impact of a defined criticalillness. The benefit can then be used by the employee as they see fit, for example to pay for housealterations or to employ help within the home.

Cutting Costs in

a RecessionIts January and time to agree this years budget,

forecasts and cashflow figures.

However well your business is doing, 2009 is going to

be a difficult year.

You have projected your income figures as well as you

can and with the help of the bank overdraft you can

just scrape through.

But then there is the what ifs.

What if the bank changes its mind?

What if your sales or income projections are not

on target?

What if one of your main customers collapses or

goes elsewhere?

What if you are not paid on time?

What if? What if? What if?

Its going to be tight, but to be certain of getting

through the year you feel that you have to cut some

of the fixed overheads.

Rent, staff, salaries and tax are set in stone. You could

shop around to see if there are savings to be made in

heating, lighting and telephone costs. Expenses and

entertaining have already been cut, no new cars in

2009 so whats left?

The staff benefits package-that s easy to cut, we will

just cancel the policies and stop making contributions

to the pension schemethe staff will understand.

NO THEY WONT. The benefits are part of their salary

package and they wont be happy.

You put these schemes in place because it was theright thing to do. These benefits help ensure the

health and wellbeing of employees. They not

only contribute to their individual welfare but can

also more importantly maintain employee morale

and productivity.

The provision of benefits like private medical

insurance and death in service cover are now viewed

as an important part of an employees benefits

package. When purchased on a group basis these

schemes are often much cheaper than when bought

individually and are often viewed by employees as

having a greater value than the actual cost.

Cutting or reducing these benefits in times of

recession is not the best option, but like utilities,

it may be possible to buy the same cover at much

reduced cost by shopping around. You can of course

go to the internet and get prices. Often on the face

of it you can get a cheaper deal but, will the cover be

the same or reduced in some way. As Independent

Financial Advisers we have sophisticated research

tools that identify where the best deals are to be

found. Also we are sometimes able to negotiate a

special deal with an insurer and we have access to

markets not normally available via the internet.

So, before you remove these benefits, contact us

and we will review what you have and, if appropriate,

get new figures for you. If we cant come up with a

better deal then you will know that you have the best

deal around.

If you are facing difficult decisions in 2009 regarding

your insurances, or just wish to review your financial

affairs, call Miren OBrien on 01306 742200 or

email [email protected]

HJP Independent Financial Advisers

Linden House, 176180 South StreetDorking, Surrey, RH4 2ES

www.hjpifa.com

Authorised and regulated by the Financial Services Authority

RichardPhillips,ManagingDirector

financial talk 13

The contents of this article should not be taken as personal advice and

you should contact us for specific advice, taking into consideration your

own personal circumstances should you believe this to be necessary.

8/14/2019 BT Issue13

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14 marketing talk

Stand & Deliver!

How HH Design create marketing

communications that pack a punch!Graham Laker, Managing Director of HH Design, is animated when asked to comment on the part that design

has to play in driving sales in the current economic climate.

Regardless of the marketing tools a business is using to promote their brand mailers, brochures, newsletters

or websites good design must define their compelling messages and grab attention. Now is not the time for

a business to cut back on marketing and design in the hope that the resulting shortterm financial gain wont

also result in a longterm drop in sales. Now is the time for a business to perform a warts and all audit of their

marketing collateral, starting with their logo, strap line and images. There has never been a better reason to

evaluate whether their marketing toolkit is still appropriate or if it has seen better days.


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Lets consider the following scenario, one that most businesses and indeed most design agencies are familiar

with a potential client approaches the agency and requests a quote for the design of a newsletter or glossybrochure. The quote is accepted and the agency produces what the client has asked for. But is it what the client

For Graham, the answer lies in rewinding back to the beginning. In most cases when a client approaches

Rewind to move forwards

actually needs?

pad and mood boards, we spend time looking at why our client wants that marketing communication. Who will

be receiving it? What are their competitors doing that is similar or different? What measurable outcomes are they

looking for from this particular communication? It may only take half an hour of lively debate, but its time well

spent and results in a marketing communication that looks fantastic and that leads to sales. In these challenging

times, its more important than ever to adopt this outcome based approach to design.

A case in pointBy anyones definition, PDF software is not the sexiest product in the world, but there is an ongoing demand

and many businesses offer it. This can lead to a lowest price wins battlefield, something that one business

wanted to avoid when they approached HH Design with a brief to design their PDF point of sale packaging.

Says Graham, We started by looking at what their competitors were offering, reviewing their packaging,

imagery, design and of course, their price. Most products looked the same, with price being the only

differentiator. Working closely with our client, we developed point of sale packaging that seems to jump off

the shelf, is very pleasing on the eye and that shouts that inside the stunning box is a premium product.

Design has given this product a real standout cutting edge and our client is thrilled with the look and the

resulting sales.

Fancy a complimentary 60 minute

design health check?With a free design health check with Graham Laker you will benefit from

marketing and design tips and advice that could make a huge difference to

your future sales. There are no strings attached. If you are looking to take

stock of your corporate identity and marketing communications, this could

be a fantastic kick start to 2009.

Its a genuine offer, open to the first 24 Business Talk readers to contactHH Design.

If you want your marketing communications to pack a punch this is the

place to start!

HH Design, Unit 2a, Kelvin Business Centre

Kelvin Way, Manor Royal, CrawleyWest Sussex RH10 9SF

Tel.01293 536362 www.hhdesign.co.uk

Fax.01293 536364 [email protected]

15marketing talk

HH Design with a brief to design a marketing communication, rather than just heading straight for the d rawing

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Tip1

Tip2

Tip3

Tip4

Tip5

Tip6

16 marketing talk

Powerful Copy Makes Money!

If youre thinking about

promoting your business in

Business Talk Magazine, then

let me help you with a few

golden copywriting rules.

Dee Blick, Chartered Marketer

Tell a story dont hard sell.The most successful articles invite the reader into

their world by engaging them with a genuine story

that has a beginning, middle and end. Before you

put pen to paper, I want you to imagine that you

are physically in front of the reader and that you

have just five minutes to talk to them about your

business. After 4 minutes and 59 seconds, they mustbe champing at the bit to do business with you! Now,

I want you to write down the transcript of those

five minutes, because it will help you to structure

your article so that you only focus on what is really

essential to communicate.

Start at the beginning!Your opening paragraph is like the first few lines of

your networking presentation. You want people to

be riveted, not bored! My two golden rules are to

communicate simply and persuasively what yourbusiness does within the opening paragraph and

then reinforce this by communicating your passion

and enthusiasm for what you do.

Focus on communicating

three compelling benefits that

readers will enjoy.Dont just say, Our service is second to none and

leave it at that. Tell readers exactly why your service

is great is it because your staff benefit from thebest training in your industry, because you use the

latest equipment or technology that is available?

People are moved by genuine benefits that they can

easily identify with, so qualify any statements that

you make about your greatness!

Think about the format of

your article.If you produce one great big chunk of text, then you

run the risk of making your article appear tedious

even if the content is first rate. An interview is a greatformat, as are top tips (you are still reading this article

now so it is working! ) If you want to write an article,

then make sure that you break up the text with quotes

from customers to enliven it and make it accessible.

Is there a wow that you can

bring into the article?What have you done recently where a customer was

delighted? Did you meet an impossible deadline,

or increase your customers profitability with your

service? Build these positive moments of truth into

your copy but make sure that you get permission

from your customers beforehand.

Set time aside!Copywriting miracles dont happen in minutes. It has

taken me 23 years to be able to write copy effortlessly,

but even so I still spend on average 34 hours writing

a 600word article. Here is a 6 step process that will

help you to write your next great article

Scope out your ideas in rough (flip chart paper and

pens are great for this)

Scope out the framework of your article,incorporating these ideas

Write a first draft in rough challenge yourself!

Will this content really motivate a prospective

customer to act? Does it pass the fiveminute test?

Type it up

Play around with various words, phrases and the

punctuation until you are happy that this article

represents your very best efforts

Show the article to one or two people that you

respect and ask for their honest feedback on thelayout, spelling, punctuation and actual content.

Be prepared to make a few final changes

It takes time and patience to produce an article

where the words really dance off the page and there

is a sparkle and energy that captivates readers. But,

the results are definitely worth the effort. If you

would like to find out more about my copywriting

services and the range of clients that I write copy for,

then please contact me.

Tel: 07845 439332

Email: [email protected]

www.themarketinggym.org


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marketing talk 17

Going the extra mile

How far would you go for your

customers? Recently, the team

at Solus Marketing clocked up

4000 miles on a roadshow for

their clients Punch Taverns. Our

reporter, Gus Sylvester, catches

up with them on their return to

their Horsham-based offices.

When Punch Taverns, the UKs leading pub company

with over 8,400 pubs nationwide, added SolusMarketing & RJ Osborne to their list of approved

suppliers, the merchandising experts were delighted.

Solus owner Gavin Weekes knew that he was

prepared to go the extra mile for the company.

And indeed, he did. The forwardthinking pub

owning company operates a roadshow offering

landlords the chance to meet up with suppliers and

place orders. So, Gavin and the team packed their

stand, clothing samples and stamina for 12 events

across the country.

Starting in Murrayfield in Edinburgh and endingin Wembley Stadium, the roadshows attracted

to the challenge.

fairly complex bespoke system with ease. Landlords

can order at the roadshow, online or by telephoneand their supplies are designed, produced and

dispatched in a matter of days.

Equally, when a corporate customer needs volume,

the alliance works well.

Working together with RJ Osborne on joint ventures

has meant that our customers can take advantage of

our impressive fulfilment capacity. Were currently

holding 12,000 items, but could easily increase this to

meet demand.

Often, orders requiring volume also require exacting

standards. And again, Solus & RJ Osborne have risen

thousands of landlords keen to secure their uniform

for the next season.

The pub trade needs hardwearing uniforms.

We supply workwear that is easy to launder and

maintain. It has to keep its shape and look good

whatever is thrown at it! We only use the best

materials so that staff can look presentable with the

minimum of effort.

Solus & RJ Osborne designed stylish uniform to fit

the bill. At Punch Taverns, the individual character

of each pub is important, so when landlords wanted

tweaks to the designs, this didnt pose a problem.

Were lucky as one of the benefits of our strategic

partnership with RJ Osborne is that we can manage a

We love working closely with procurement teams,

developing strong, recognisable brands. Our

customers rely on us to adhere to strict identity

guidelines and provide them with consistent design,

highquality materials and a reliable source of stock.

These people are the brand champions for their

companies. Simply put, our job is to make them look

good. By using us they can guarantee that theyll

always have access to wellmade merchandise at

great prices. And because our industry is entirely

deadlinedriven, we can handle tight turnaroundtimes. Its why were the trusted supplier for so many

household names

Looking at their portfolio, it includes many of the

worlds biggest drinks and hospitality brands

among them Budweiser, Bacardi, Southern Comfort

and Jack Daniels. Gavin adds: Its no secret that the

drinks industry is great fun to work with, in fact, this

recent roadshow attracted drinks companies and

catering firms all keen to supply the Punch Taverns

group. Naturally, theyre just as keen to promote their

own businesses so we ended up taking orders from

our fellow exhibitors too.

It turns out that going the extra mile is extremely

worthwhile.

If you would like more information on how this

solution could work for your company contact us on:

Website: www.solusmarketing.co.uk

Email: enquiries @solusmarketing.co.uk

Telephone: 01403 754915

Peter Osborne and Gavin Weekes

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18 tech talk

Overcoming challengesDale Bulbrook spearheads the team at Webdesigns. In an extremely

competitive field, they keep winning new and interesting contracts.

Gus Sylvester talks to him about the secret of their success.

DaleBulbrook

Education panel

Five steps to website success

Whether youre considering a new website or

some timely tweaks

1. Plan

Be clear about your needs. An experienceddeveloper will grasp the model quickly and

shortcut to the best solution for you.

2. Prepare

Examine websites you like; what appeals to you?

Check out the competition; how could you do

better? Study web design portfolios.

3. Pep up

New content is essential, giving customers

reasons to return. Online shops must update

stock availability and promotion information.

For ease of updates, look into content

management systems like White Dragon CMS.

4. Prioritise

Failing to have an internet presence has proved

costly for many businesses. Ensure you allocate

time and money to finding a scalable, workable

solution.

5. Perfect

Things change: your products; your customers;

your vision. Get feedback from your customers

and seek out expert evaluation. Attracting more

visitors and converting customers is often easier

to achieve than you think.

As you might imagine, Webdesigns design websites.

But in truth, they consult on every aspect of web

strategy. With over 34 years combined experience

and a cando attitude, its clear why so many

companies trust them with their allimportant

Internet presence. Bulbrook explains:

Theres no doubt that our experience helps. Wegrasp what our clients need quickly and can deliver a

robust, attractive and userfriendly solution. We love

working on new projects and nothing thrills us more

than a client with a challenge.

Take for example, www.mydeaflife.com. Dedicated

to the deaf community, the visionaries behind this

website wanted to fully integrate a social networking

element together with an online shop and extensive

video clip resources. With over four million people

who are hard of hearing in the UK alone, the website

also had to be scalable, enabling it to grow with its

user base.

Webdesigns worked hard on the design, ensuring

that the visual aspect was compelling and

communicated persuasively. With sections on health,

family, business, technology, sport and music the

appeal is broad. And with engaging life skills videos

in sign language on subjects including driving, career

development and travel, its content is informative

and empowering. Basic content is free and there is

a nominal subscription, allowing members access to

further resources. Susie Grant from www.mydeaflife.

com reflects on how Webdesigns helped their vision

become reality:

We knew that we needed a complex mix.

Webdesigns demystified the process and solved every

challenge we threw at them. Their commitment tothe project exceeded our expectations and they were

professional and approachable throughout.

The team at www.scorpdis.com approached

Webdesigns with a different challenge. As an

established merchandise distributor to the airline

industry, they needed a website to showcase over

1500 products. It had to be easy to update and

maintain; flawless for a crucial industry exhibition

in Cannes and ready in less than four weeks a tall

order by any standards.

Webdesigns jumped at the chance to show their

mastery of databasedriven solutions. Overcoming

the incompatibility issues that the existing database

had, Webdesigns created a solution that allowed

users to navigate through clear categories and

provided their client with automated content

updates. Unfazed by the tight turnaround time, they

were able to deliver the site on time and on budget.

Richard Walford, Design and Marketing Manager at

Scorpio Distribution concludes:

Working to a challenging deadline, Webdesigns

overcame the hurdles the project presented and

were delighted with the end result. I wouldnt

hesitate to recommend them.

For new websites, CMS enquiries or a free mini

evaluation of your existing website, just call 01342

315685 or visit www.webdesigns.ltd.uk. The team atWebdesigns will give you honest, objective,

noobligation feedback. Guaranteed.


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January is traditionally a time for reflection,resolutions and doing our best to tighten belts. We

need to apply these principles to our businesses. Tosurvive this challenging economic climate, identify

cost savings that do not run the risk of losing

disenchanted customers.

The new frugality should be welcomed as a

momentous opportunity to make clever, tactical

changes. Review your telecommunications strategy;

you can cut costs while improving service and

reliability, giving you a vital competitive edge.

You can cut your telecommunications costs by 100%,

of course, quips Bulman, by ripping out the entire

system and not placing another call, but that wouldbe commercial suicide. Telecommunications are the

lifeblood of any company. So companies have to pick

a system that is robust, reliable and costefficient if

they want to remain responsive.

Significant savings

He continues, While I cant achieve 100% savings,

we have saved one of our clients almost 10,000 per

year in line rental alone recently. Fact is, too many

people are paying over the odds for a service that

doesnt deliver.

By updating technology to an IP system, calls can be

made over highspeed internet connections, slashing

both line rental and call charges. With this advanced

system, you make savings but still get to enjoy

unrivalled reliability. You really can have your cake

and eat it.

Just work out your call pattern, compare charges and

predict the savings. The average business call lasts just

2.4 minutes, so its crucial to find a solution without

connection fees. BT, for example, will charge you up

to 7p just to connect the call. It doesnt take long for

these charges to stack up. With IP Centrex, this service

is free. Why pay for something that you can get for

free elsewhere?

And you wont find the difference lumped into call

charges, as we beat BT on price across the board.

Indeed, with an IP system, you can also incorporate

homeworkers and overseas sites within the internal

network, meaning that calls to them are free.

Reliable performance

With a compelling case for cost savings, customers

just need to be reassured that the system will deliver.

Reliability is key. It was the driving force behind

the decision to change to IP Centrex for one of our

major bluechip clients. The national control centre

for this security company had been plagued with

problems with their ISDN lines falling over around

twice each month.

With our IP system, they have 90 telephone lines andmultiple features that have improved call handling

but most importantly, they can relax knowing that

every single line is backedup automatically.

We install a spare set of lines as standard and operate

a further failsafe option at our own exchange by

directing calls to voicemail or to designated mobiles.

Each number can be routed differently which means

there is no congestion and customers can still reach

the person they want whatever happens! Thats

three times the security of a BT trunk. We just dont

believe in taking chances.

If you dont believe in taking chances either, contact IP

Centrex. They can provide either a new and improved

system or you can add IP trunks to your current

system and recoup your investment through savings

in just a few months. In uncertain times, its good to

know that there are still ways to cut costs, improve

service and protect your companys viability.

For further information, visit www.ipcentrex.ltd.uk

or call 01293 734775.

Tougher times call for decisive action. Gus Sylvester talks to James

Bulman, our telecommunications expert, to find out what you can do

to cut costs without damaging your business.

JamesBulman

New Years resolution:cut costs and improve service

19tech talk

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20 business talk

Manor Royalimprovements movea step closer

Plans to make Crawleys main employment area,

Manor Royal, an even better place to do business are

moving fast.

The Manor Royal Regeneration Project Group is

looking to bring about improvements to the estates

roads, signage, facilities and green spaces.

The group was set up in September to identify how

the area can be enhanced or updated to ensure it

retains a clear competitive advantage and remains a

desirable location for business.

Possible improvements to Manor Royal include: Better signage with a consistent look across

the estate

Improved green areas, including ways to stop

parking on grass verges

The creation of a social heart to improve the retail

mix on the estate, including food venues

Better road quality, cycle paths and pavements

Enhanced vacant and low quality buildings

Improved reputation as a business location with

strong environmental credentials.

Concerns raised by the towns Local EconomyAction Group prompted Crawley Borough Council to

commission consultants to take a hard look at Manor

Royal, and it was discussed again at Crawleys first

ever business debate that took place in May last year.


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SteveSawyer,EconomicDevelopm

entOfficer,CrawleyCouncil

Fifty years on its still a great location

packed full of great businesses

21business talk

At this debate, Councillor Claire Denman, Cabinet

member for Planning and Economic Development,

promised 50,000 from Crawley Borough Council to

start the improvement work.

This work is now taking shape. A full survey of roads

on Manor Royal has been completed, which will help

prioritise future highway improvements, the master

planning process has started, which will ensure that

future development on Manor Royal meets a set

standard, and an agency has been chosen to develop

a brand for the estate.Councillor Denman said: Manor Royal is a huge

driver of Crawleys, the countys and the regions

economic success. It is the second largest commercial

area of its kind in the South East, providing a home

to more than 500 businesses and employment for

30,000 people.

With this in mind, we need to ensure Manor Royal

remains a place where people want to do business

and becomes even more attractive to prospective

companies.

Im pleased to see work progressing across a wide

range of improvements.

Jeremy Taylor, Chief Executive of CADIA, said: This

group and the work it carries out is vital to the future

strength of not just Manor Royal, but for Crawley and

the wider Gatwick Diamond.

We need to make sure that Manor Royal provides

an environment that supports diversity and I look

forward to the group providing tangible results in the

next few months.

Steve Sawyer, Economic Development Officer at

Crawley Borough Council, said: The early new town

vision for Manor Royal was to create the kind of place

where businesses were proud to be and it worked.

Fifty years on its still a great location packed full ofgreat businesses and the work we have undertaken

is about making sure Manor Royal is well set for the

next 50 years and beyond.

The project group comprises of officers from

Crawley Borough Council and West Sussex County

Council; Jeremy Taylor, Chief Executive of CADIA;

and representatives from the business community,

including Derek Flanagan from Varian Medical

Systems and John Stapleton from Thomas Eggar.

For more information about the Manor Royal

Improvement work, Crawleys Local Economy ActionGroup or other local economic matters contact Steve

Sawyer (Economic Development Officer, Crawley

Borough Council) on 01293438704 or by email

[email protected]

JohnStapleton,partneratThomasEggar

JeremyTaylor,ChiefExecutive,

CADIA

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22 business talk

Stop, take a step backand learn for free two local businesses did exactly this...

Do you run your business or does your business run you?

How much time do you allocate to working on your

business, rather than working in your business?

NigelJeffrey,

BusinessAdviser,BusinessLink&AnthonyReynolds,MD,

OutdoorSolutions

Planning for the future of your business is essential

and to help you take a step back to look at the bigger

picture and where your business is going, Horsham

District Council, Crawley Borough Council and

Mid Sussex District Council have got together

and teamed up with local business support experts,

Business Link, to offer you the opportunity to

attend a FREE local Business Development Clinic,

where you can discuss your business issues with an

expert Business Adviser.

We understand that running a business is a daily

challenge and that it can be difficult to see with

a fresh perspective. Therefore, the clinics are

designed to help you take a step back from your day

to day activities, to start to think about the future

and the direction the business is heading. They

are an excellent opportunity for you to discuss key

business concerns with an independent and impartial

adviser who will challenge your thinking, while

also suggesting additional approaches you might

consider, and provide practical feedback that will

help you identify steps that you need to take to reach

your goals.

Beth Nash, Managing Director of Smart Monkey

Marketing Ltd recently attended one of the

clinics with Business Adviser Nigel Jef frey.

Beth said, I approached Business Link because I

knew that I needed to take a step back and assess

where Smart Monkey is heading. The Business

Link Clinic enabled me to chat through the current

business issues we have been facing and our plans

for future growth in a confidential environment.

The friendly business consultant provided impartial

advice and guidance and it is great to know I have a

point of contact for support should I need it in the

future. I went away from the Clinic confident that

Smart Monkey is on the right track with positive

areas to focus on for future growth and success.

Smart Monkey Marketing is a marketing agency

based in Horsham, West Sussex.

www.smartmonkeymarketing.co.uk

Anthony Reynolds is the managing director

of Horsham based Outdoor Solutions Ltd, a

landscaping business providing imaginative

and creative bespoke designs for schools,

nursery schools and council owned open

spaces. The approach is to use natural materials,

particularly carved wood to create colourful,imaginative and creative designs for gardens and

play areas. Since starting to trade in 2003 the

company has adapted and found a niche market for

its service and has achieved year on year growth.

Business Link has worked with Outdoor Solutions for

the past 5 years. www.outsol.co.uk

Commenting on Business Link Anthony said, The

company has really benefited from our relationship

with Business link these past 5 years. As a company

we have had rather exceptional growth, which

brings its own set of challenges. We have found

the level of practical advice and support provided

by Business Link to be superb. To have constructive

input on our business plans, finance and goals has

been very valuable.

The clinics are available to any business that

has been trading for 2 years

Each session will last an hour, so that time away

from your business will be kept to a minimum,

and will be a face to face meeting with an

experienced Business Adviser.

WHERE?

Crawley Crawley Town Hall, The Boulevard,Crawley, West Sussex, RH10 1UZ

Haywards Heath MSDC Offices, Oaklands,

Oaklands Road, Haywards Heath, West Sussex,

RH16 1SS

Horsham Top Centre, The Courtyard, 30

Worthing Road, Horsham, West Sussex, RH12 1SL

WHEN?

January

Monday 5th January Crawley

Monday 5th January Horsham

Monday 12th January Haywards HeathMonday 19th January Crawley

February

Monday 2nd February Crawley

Monday 2nd February Horsham

Monday 9th February Haywards Heath

Monday 16th February Crawley

March

Monday 2nd March Crawley

Monday 2nd March Horsham

Monday 9th March Haywards Heath

Monday 16th March Crawley

Monday 30th March Crawley

SPACES ARE LIMITED, SO BOOK EARLY TO SECURE

YOUR PLACE!

To book a slot simply call

0845 600 9 006


8/14/2019 BT Issue13

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business talk

You cannot afford a square pegThe quality of your executive team will determine your future success

23

For more information contact Alex on:

T: 01798 815996


W: www.asteeleassociates.com

A retained recruitment service, also known in theindustry as a method called search, provides not only

the tangible result of the right person for the job

but also acts as a consultancy, providing advice and

feedback on all aspects of hiring.

Here is one example of how our retained service

worked with a client:

Our business is quintessentially about confidentiality,

so we cannot name the company, but it was a

10yearold, 10m turnover, niche B2B services

business, which the owner/MD had built from

scratch. His prime responsibility was for business

development, covering both revenue generation andoperations infrastructure technology, customer

services and finance.

The MD was highly motivated and focused but he

had taken the business as far as it could go under

its existing structure. He realised he had to recruit a

senior player as Commercial Director to spearhead

new business development and increase market

share through new services and identifying new

business opportunities.

However, he was conscious that the incumbents

operating level and influence had to be clearly

defined, and the existing management infrastructure

needed to change. Never having recruited at his level,

he realised that identifying and, more importantly,

assessing potential candidates would take him

outside his comfort zone.

With all hirings, particularly senior, the elusive

factor is the fit with the business.

The MD had to clarify exactly what the individual

would do to achieve that growth. With our

assistance, he produced a detailed job specification.

This covered not only how the incumbent would

identify new business opportunities but also howthey would interact within the existing structure, and

how existing client relationships would be managed

to maintain and develop both existing and new

revenue streams.

The fit criteria were energy, ambition, maturity,

selfawareness and confidence, along with proven

sales and business development expertise, credibility

with existing clients, gravitas and first class

communication and presentation skills. So already

a very tall order, and in addition, the incumbent

also had to be comfortable in an SME environment

and, ideally, bring large corporate or blue chip clientrelationship management skills.

We had to sell the role to the selected candidates

but it was even more important, given the size and

nature of the business, that the MD prepared his

sell his plans, passion and expectations for the

future as well as clarification of how the incoming

Commercial Director would be a crucial part of the

strategy. It was imperative that we were on the same

wavelength. The method of search consultancy is

about gaining an indepth understanding of the

clients business its people, ethos and culture to

identify exactly the right person for the job.

The shortlist comprised of three candidates with

different backgrounds, skill sets and operating levels,

all of whom could do the job well. The client had to

select the one he believed was the best fit; the one

he would be most comfortable working with and

would take the business to the next level. Naturally,

we gave impartial and constructive guidance through

this crucial and sensitive process.

Of the three, the strongest was the most senior and

expensive. The MD then became worried that the role

might not be sufficiently senior and questioned why

this candidate would be interested. We advised thatthe candidates expectations had been

managed throughout the process and he was fully

aware of the challenge; he was keen to join because

he saw the opportunity.

However, we suggested that, in addition to the

package on offer, which included a bonus based on

revenue target, he might consider further incentives,

including equity participation or at least options

after two years. The MD was initially hesitant but

ultimately agreed because the individual had the

potential to make a huge difference to his business.

We therefore provided not only the right candidatebut created a trusting relationship with the client and

added value to the recruitment process by guiding

and advising him throughout.

The Commercial Director joined January 2008

business revenues grew 35% last year and are

budgeted to double that in 2009 as his strategy

planning and influence really begin to impact.

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25

offices in Crawley and Worthing.

including specialist advice on tax issues.

Atherton Bailey has opened an office in Guildford under new partner

Mark Riley, a former partner of BDO Stoy Hayward in the town. The new

office brings to six the number of Atherton Bailey offices specialising in

business rescue and recovery and personal insolvency in Essex, Sussex,

Surrey, Hampshire and Kent. The company was founded in 2005 with

Mark Riley said: No one is immune to the current economic difficulties and 2009

will be tough for many businesses. It is good to be part of a growing niche practice

that can provide real and practical support when it is needed most. Because

we are independent and only deal in rescue and insolvency, we are well placed

to deliver innovative and effective help covering the whole recovery toolkit,

Mark Riley, most recently with the insolvency arm of Berley chartered accountants

in London, specialises in helping SMEs, ownermanaged businesses and

professional practices. Atherton Bailey founding partner Malcolm Fillmore said:

Its great to be able to bring in another highly experienced insolvency partner. As

well as offering our existing business rescue and recovery services crucial when

the credit crunch is limiting the options for so many struggling businesses Mark

is also highly skilled in arbitration which can resolve disputes without clients

going to Court. Atherton Bailey also has a reputation for working effectively with

other professionals, with Mark on board we can now offer them expert witnessservices.

Mark Riley believes businesses of all types could find themselves in need of

professional help as the full impact of the economic crisis unfolds in the local

economy. We are already seeing businesses and individuals reining back

discretionary spending and becoming more risk averse. At first the effects of this

will be slow to manifest themselves in the wider economy, but as spending and

investment falls, margins will shrink, profits plummet and finances become much

tighter. And with the banks cutting

back on lending, the options are

limited. The most important thing for

businesses in trouble is not to put off

getting expert help from a qualifiedinsolvency practitioner. We are the first

step on the road to recovery.

Mark Riley

Award winning Chartered Marketer

Dee Blick has written her firstmarketing book and it looks set to

become a bestseller if the initial

reviews are anything to go by.

Powerful Marketing On A Shoestring

Budget For Small Businesses is

crammed with practical, powerful

and effective marketing tips,

tools and strategies that any small

business can use to build and grow

their business, regardless of the

economic climate. Said Dee, In

the last 24 years, I have worked

with hundreds of small businesses

and time and time again have seen

how incredible results are possible

on a shoestring budget when a

little knowhow, creativity and

passion are applied. In this book,I share dozens of these winning

approaches. Dee is currently in

talks with television production

companies to turn the book into a

small business series where she will

co produce and present with The

Apprentice s Saira Khan.

Dee currently writes for Business

Talk and she is a very valued

member of the team. We are all

thrilled for her and want to wish her

all the best with her new book andpotential TV show. We hope she still

finds time in her busy schedule to

write for us!

Small Business Marketing Book Launch

business talk 25

London Gatwick Airport signs up tonew legal commitments

London Gatwick Airport has signed a new legal agreement with West Sussex

County Council and Crawley Borough Council. The agreement outlines how

the airports operation, growth and environmental impacts will be managed

responsibly. It underpins the important relationship between the airport

owner and its local authorities with responsibility for planning, environmentalmanagement and highways.

The new legal agreement, reached after a process of consultation and

discussion with a wide range of stakeholders, contains wide ranging objectives

and obligations. In addition to West Sussex County Council and Crawley

Borough Council, in whose areas the airport lies, seven other adjoining councils

were consulted.

This new agreement and London Gatwick Airports interim master plan

supersede the Gatwick Airport Sustainable Development Strategy, published

in July 2000 and the original legal agreement signed in 2001. The new

agreement will run until the end of 2015.

The signing of this agreement between the airport and our two local

authorities is of great importance to all of us and builds on the original

groundbreaking agreement, Andy Flower Managing Director London

Gatwick Airport said. It will bring significant benefits to the airport and the

community it serves and affects. It demonstrates a desire for all those involved

to see the airport grow to 40 million passengers per year and to delivering new

capacity for the south east, whilst balancing our environmental impacts. We

are entering a new chapter in Gatwicks history with the sale of this national

asset and this legal agreement continues to define Gatwicks future and the

role it will play in the local, regional and national economy.

The key issues addressed in the agreement include climate change; air quality;

noise; surface access; land use, development and biodiversity; community

and the economy; action planning and monitoring and reporting.

Councillor Claire Denman, Cabinet member for Planning and Economic

Development, Crawley Borough Council said: We welcome the signing of this

new legal agreement which is a milestone for the airport and its surrounding

local authorities. This new legal agreement along with its predecessor,

underpin the strategic development of the airport, recognising the important

role its daily operation plays in many peoples lives. This agreement gives a

clear and balanced framework of growth and mitigation.

The full details of the agreement can be read at www.gatwickairport.com/

legalagreement

Claire Denman, Conservative Councillor, Liz Trevor, BAA, Bob Lanzer, Councillor Leader, Sarah Hunter BAA,

Kieran Stigant, WSCC

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2008 has been one of the most difficult years that

many of us can remember, and a key component of

that difficulty has been in the lack of confidence that

so many of us, our customers and suppliers feel in theface of uncertain times.

2009 could be the year when it all starts to

come together. Despite the wider media, business

carries on. Money is in tighter supply and there arefewer deals, particularly in property. However, there

are real opportunities ahead, particularly on the

global stage.

In 2009 we should see a new owner of Gatwick

Airport. That owner will be committed to a capital

spend of over 870m across the next 5 years, but

more importantly is likely to look at progressing a

second runway.

Gatwick has had an illustrious history and hasserved the needs of many travellers, but is in danger

of returning to a period of time when it served

the bucket and spade brigade. In the 1980s, it

developed as an oil business hub with connectivity

to Africa, South America, the Near and Middle East,

Southern USA and the North Sea. As a result many

businesses have located around the airport and it

can be seen that the majority of those nonaviation

businesses are thriving thanks to the links thatGatwick brings.

An Airport is constrained or grows by thedestinations it serves. Gatwick has the largest

number of destinations of any Airport in the UK, but

one has to view those destinations in light of current

economic interests. There has been a real impact

from the Open Skies agreement and this has affectedbusinesses in the wider business community.

In the New Year we will be carrying out work

to identify the economic impact of Gatwick onbusinesses that are located in the Diamond. Weneed to understand the departure airports they use,the cost and time spent in reaching those departurepoints and the business destinations they fly to.Once we understand the demand we can work withthe Airport and airlines to make sure that Gatwickreturns to being the second business and touristgateway to London. If that demand indicatesthe need then we will be lobbying hard for asecond runway.

We will also be working on establishing the Gatwick

Diamond as a business destination, working withlocal businesses to build the profile of the area onthe global stage. If you would like to be a part of thiswork, let me know.

The Gatwick Diamond Area Forum will continue tobring together the other Chambers and businessassociations in the Diamond and we will continue tolobby on your behalf. Whichever organisation youbelong to, make sure that your issues are known andwe will work together to help resolve them.

The Gatwick Diamond Business Awards, which welaunched in September of 2008, have attracted over

70 entries from businesses large and small and theDinner is completely sold out.

Our main programme of networking meetings isoften fully subscribed so please contact the office ifyou would like to come along.

Gatwick Now!

Jeremy Taylor , Chief Executive, CADIA

To find out more about Cadia or to become involvedin our work with the Gatwick Diamond, pleasecontact me at 01293 440088 or visitwww.cadia.org.uk


26 networking talk

8/14/2019 BT Issue13

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