INSIGHT
READY, START-UP, GO!
By Kim Kemp
Hire it (Natal) is a tool hire and sales company specialising in tools and equipment for the building and
construction industry. Plant Equipment & Hire caught up with Richard Fraser, sales and operations
director, to discuss the company’s successes and challenges in this competitive sector.
W
hile often used, the ‘safety compliance’
phrase in construction is sometimes not fully
comprehended.
True safety compliance can only be achieved when
companies implement an effective safety management
system as part of their daily operations and not a once-off
drive to comply with clients’ specifications to have their safety
file accepted, or to pass a safety audit successfully.
like ours depends on doing the basics well. It does not need to
be rocket science; simple things like listening to our customers,
providing efficient service, and being knowledgeable about our
products and their correct applications. Small things like responding
to enquiries quickly goes a long way. These are things that we can
control, and if we attend to them competently and consistently, it
can make all the difference in the long run.
While there is a lot of competition in our market, it has
been my experience that service levels are generally very
poor, so service can be a distinguishing factor. We have
37 years’ experience in the construction industry, so our
knowledge about our products is extensive. We can advise
customers on the correct applications for our equipment,
and this adds value. Customers can feel confident that we
are able to supply spares, servicing, repairs, and warranty, as
we backup all the equipment that we sell. The decision was
made a long time ago to go with quality, reliable brands. Many
inferior products are available in South Africa, and with the
economic squeeze we find ourselves in, people are tempted
by the low prices. However, when things go wrong, and there
is no backup, they end up coming back to the recognised
brands.
On the other side of the market, the premium brands have
become very expensive, made worse by the weakening rand.
This is why we launched the locally assembled Kwagga range
at mid-market price point, with a premium engine and full
backup.
PEH: What challenges have you overcome?
RF: The South African market is highly overtraded in our sector.
Some 37 years ago, there were two construction hire and
sales companies in the whole of Durban; now there is a lot of
competition. Our main challenge was to find the right equipment at
the correct price and quality to appeal to our customers. The recent
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NOVEMBER 2018
Plant Equipment & Hire (PEH): What makes the
company successful?
Richard Fraser (RF): I believe that success in a business
Richard Fraser, sales and operations director at Hire it (Natal),
believes that listening to clients’ input is key to success.
Success is built on continuous
improvement made over time –
there are no shortcuts.”
devaluating of the rand against the dollar has also put pressure on
our current pricing. However, we have taken the long view that
these are swings and roundabouts, and we need to continue with
our strategy regardless, as we do not want to interrupt supply. We
also want to make sure that we can continue moving metal at the
right price.
PEH: What is your message to other start-ups in
South Africa?
RF: Listen to your customers and know your product so you
know where the demand is and what it is for. By listening to
market demands, we saw the opportunity to bring our brand
new Kwagga range, which is both high quality and cost-
effective, to the market. Do the basics well; service is key.
Make the effort to get to know your customers and understand
their requirements and challenges so that you can provide
the best possible service. Success is built on continuous
improvement made over time — there are no shortcuts. ■
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