Brett Lloyd CEO - GCG Turbochargers
JLM distributor for Australia and New Zealand
It was a search worldwide via the web to replace a small tube of Turbo Prelude that brought me to the world of JLM Lubricants. The connection was immediate. Within weeks I was in Amsterdam discussing distribution rights for Australia & NZ with Gilbert and the team. Read more of Brett’s journey to becoming one of our top performing distributors including his plans for building CGC Turbos JLM Lubricants business.
I was looking for a product to diversify into. The JLM Lubricants’ range married with our current sales channels was a natural add on sell to our current range of Turbochargers, EGR’s, Diesel Particulate Filters and Fuel System components.
The JLM range now completed the story when talking to a customer. It allowed the opportunity for our sales team to offer a cleaning solution prior to spending thousands of dollars on replacing parts that might not be needed. This ability to pre-sell or co-sell then up-sell has excited our sales team, as it is a KPI of the company to convert all sales enquiries into a confirmed order. And of course this is much easier with a lower price point highly effective product. We viewed this product as trade support range and have focused all our start up energies into advising the trade customer as to the range, the versatility, the effectiveness and the margin to be made in the all-round service of their customer’s vehicle.
With the JLM Lubricants’ range, we have offered product training along with commercial test samples and specific on -vehicle testing to ensure the trade customer is comfortable with the product and the ability for JLM to improve their offering to the client. It will be our long term focus to continue to support the trade with this growing product range as it is best used in the hands of the trained professional.
Through the initial meeting and discussion with the team from JLM Lubricants we introduced them to the idea of manufacturing a bespoke product for the worldwide market, and it was the teams’ willingness to commit to brining this vision to market that endeared me to the brand.
The rest is history and a mere six months later the release of JLM Turbo Lube has come full circle. I see this as the start of a wave of new offerings from the team at JLM.
As a new Distributor to the JLM family we are excited to see what the next 12 months will bring in the way of increased offerings to our customers as we establish the brand and make it a household name in the trade.
To market and promote the JLM brand in the Australian and New Zealand markets has been a breath of fresh air. The brand had no presence and so we are in effect operating as a start-up. The market is intrigued and receptive to a new European brand, where quality is the excepted norm.
The tools and premiums provided by JLM have helped the team to focus on the strategies and information overload for the trade customer and helped put a JLM catalogue, newsletter/magazine or trade poster into over 800 outlets so far.
Working with the marketing team at JLM has also allowed us the flexibility to take the materials in their raw data format and make the subtle changes to suit our local market and then reprint locally as the cost of shipping paper around the world just doesn’t make sense.
These simple but effective changes do not distract from the main message and we always follow the JLM protocol to ensure the global message is consistent.
Connection with other JLM distributors is a very effective way to keep our team on point with regards to how the JLM products are marketed worldwide and how we can learn from those distributors with many more years of experience than GCG Turbos.
Locally we have a number of trade events pencilled in for 2019, with an official launch of the JLM Lubricants’ brand at our Australian Automotive Aftermarket Association show in April. The sales team will all be on hand in Melbourne Australia for this epic event.
As the business owner I look forward to many years of growth and success with JLM Lubricants; establishing the brand as a market leader just as the guys in Europe have done before me.
Read more on the Australian JLM website.
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