All Marine Spares- 20 years of innovation

by Jeni Bone on 25 Jan 2010 There have been a lot of changes over two decades, says Leigh Francis, MD at All Marine Spares, but the marine products and accessory supplier has come through tough times, recessions and the latest downturn by sticking to what they’re good at.

'Instead of trying to do a lot of things and failing, we’ve focused on being a specialist and adding products to different ranges so we can offer the complete line of a brand,' explains Francis. 'People know this and they buy from us for the service and personal contact we offer. We handle most of our orders over the phone. Out team of five or six are all marine mechanics. They know the products and they advise as well.'

Based at Mona Vale, on Sydney’s Northern Beaches, All Marine Spares services the trade all over Australia, 'from Broome to Bankstown, Bermagui, Brisbane, the Gulf, Groote Eylandt – everywhere'.

All Marine Spares, with a multi-million dollar turnover, relies on 'honest, old fashioned service'.

A solid base of reliable products from all over the world is coupled with the unique service ethos of All Marine Spares. Most of the company’s orders are carried out over the phone, after some discussion.

All Marine Spares, Francis acknowledges, may not be the cheapest, but communication is key. 'Price is not the only reason people buy from us. Our people spend the time to really understand and work out what our customers need. A lot of them are small business operators and can’t afford to lose a day or have problems out on the water. They prefer to talk with us.'

He continues: 'It’s costly for us and time consuming, but they get the advice and our guys will send them something maybe they didn’t know they needed. We need to ensure everything is correct. There’s no penalty for returns sent back under a month. Our competitors who do business online don’t offer the information and support that we do.'
2008 was a difficult year for most businesses, and in mid-08, All Marine Spares was no different. 'We experienced a bit of a lull,' reports Francis, 'but we bounced along.'

The secret, he reveals, is to keep marketing, retain people and maintain stock on the shelves. 'It was a risky strategy, but we weathered it and it paid off. Since the middle of last year, we’ve been screaming along.'
The company uses its website to display and describe its brands and their ranges, in much the same way as a catalogue, and orders can be emailed, but Francis says he prefers phone contact as the best means of selling, up-selling and cultivating the kinds of relationships that are crucial in business.

Marketing takes the form of advertising in various trade mediums, a monthly email flyer – The Pirate’s Page – to a database of around 1000 people, a branded calendar each January, constant contact with the trade and an appearance at Sanctuary Cove International Boat Show each May.

'We don’t do boat shows, since we have no retail outlet, but we do attend SCIBS as it’s the best place to visit our suppliers and customers. Eight of us go up for that and since south-east Queensland is our second strongest market after Sydney Metro, it’s worth it.'

Beyond Australia, Francis says he makes sure to attend two trade shows each year – METS and MATS. 'METS in Amsterdam is incredible and the place we see what’s new and worth bringing in to Australia. Then there was MATS which used to be in Vegas each July. We’ve been attending that for about 10 years. In 2008 it moved to Orlando Florida, but they’re thinking of rolling it in to IBEX and doing away with MATS altogether, which would be a shame.'

All Marine Spares is the Australian representative for Centek Mufflers and Exhausts, Osco manifolds among many others, and the company is Volvo Penta’s largest Australian dealer. New this year to the lineup is the Dr Shrink range of % virgin resin shrinkwrap and Powertech props from the US. There may also be an exciting addition coming on in time for SCIBS, but Francis won’t be drawn on the details, only to say 'it’s smart, beautifully finished and does stuff the bigger companies can’t do'.

So enamoured is All Marine Spares with the new product, it may be showcasing it as an exhibitor at Sanctuary Cove in May. 'We found it at METS and it would be ideal for the Australian market,' hints Francis.

More at http://allmar.com.au/