Following its win at JLM Lubricants’ 2022 annual distributor conference, Kalimex outlines its success story, and gives credit to its stockists.
You could hear a pin drop when the names in the running for the top sales award were announced at JLM Lubricants’ annual distributor conference in December 2022. When Kalimex was announced as the winner, it was a magical moment, not least because it stretched its winning streak, but because it fought off competition from distributors of 46 countries. That triggered us to ask the question: “What makes Kalimex the top JLM distributor?”
A company can have the best products in the world, but if it is relying on its good name alone to drive sales, the business is forgetting that its stockists are busy and being approached by rival brands too, according to international bestselling business author and Kalimex marketer, Dee Blick (top-right), who offers insight into the company’s success story:
From early doors’ trading, Kalimex has supported its stockist network. This ranges from promoting products in trade magazines, like PMF and sister publication PMM, to sending product details direct to stockists. Then follows the hard yards, namely belt-and-braces marketing support, helping those stockists to promote JLM products to their customers.
Years ago, we ran Factor First campaigns where we supported customers with fax back forms – hands up who remembers the fax machine!? – competitions and trade campaigns, so they could promote our longstanding products, like K-Seal and QuikSteel, to their customers – trade and motorist.
Today we create similar campaigns for JLM Lubricants’ product range, using the power of email marketing, direct mail, leaflets and point of sale promotion. Every day we provide some form of marketing support to one of our stockists. We’re an approachable team, ready to answer your questions and help you set up your next marketing campaign. If you ring during the week, you’re just as likely to get Mike Schlup, Kalimex MD, on the end of the phone as you are another member of our team. We never lose sight of the importance of our stockists. They are the jewel in our crown, key to our success.
Building relationships with topflight technicians
When the professional motor mechanic likes the products you sell so much that they reorder them regularly and rave about them on social media, you know you’re on to a good thing!
Undoubtedly, trade endorsements help our stockists to sell more. But you must build trust with the trade, and this takes time. So, we build awareness of JLM Lubricants’ products with technicians via trade magazines and trade only events.
We also work closely with Darren Darling, founder of the independent DPF Doctor Network. He’s a massive fan of JLM Lubricants’ products, so we try and ensure that when we’re exhibiting at a trade show or event, Darren joins us. You may have seen articles and columns featuring The DPF Doctor Network in magazines, including PMM. I write these working very closely with Darren and his now global team of DPF Doctors. When technicians in the top 5% category choose and use the products you’re promoting, it’s a sure sign they’re worth stocking!
But it’s up to the Kalimex team to ensure technicians are aware of JLM Lubricants’ products, and that they put them through their paces, so they can talk about them in a refreshingly unbiased way at events and on social media.
Keeping up with trends in the market
Rising fuel prices and the escalating cost of living have seen real pressure on workshops to keep servicing and repair costs affordable. Research by Castrol has indicated that motorists are willing to pay more for high quality additives and lubricants if their technician explains why they’ve used them and the benefits of using some products in between services.
Added to this pot are the ongoing global trends of ‘repair don’t replace’ and ‘products over parts’. We ensure that we’re aware of emerging trends and insights and that our marketing messages right through the chain – stockists, technicians and motorists – are up-to-date, relevant and appealing.
We love JLM products – and use them too!
It helps if you believe in the products you’re selling – and that you also use them. Colin Benzie, Kalimex’s resident petrolhead, uses several JLM products on an ongoing basis. Likewise, Mike, our MD, uses JLM products when he’s driving in the UK and on his many road trips overseas; in fact, the entire Kalimex team are JLM fans, which hopefully comes across when you talk to us!
