When was your purchasing decision last influenced by advertising? Probably never, you say, but judging by the oft-quoted maxim: “No one ever got fired for buying IBM” – used by the company in their advertising as late as the mid 1990s – perhaps this, or more accurately, the principle of ‘playing it safe’ does have more influence than you’d care to admit.

In the 1990s, the phrase morphed to become: “No one ever got fired for buying Microsoft” which proves, if nothing else, that time moves on.

With today’s pressures on spending, it may seem that taking the safe route is your only option, but as far as your fleet make up is concerned, playing it safe isn’t always the best policy. Some of the UK’s biggest forklift fleet operators are incurring additional costs because, as times have changes, so too have their needs.

It’s true that a number of factors can influence the costs of your forklift fleet. Some seem obvious, such as fuel, damage, and servicing costs, but others are less so, particularly in relation to utilisation.

At Jofson we deal with companies of all sizes; we know that the key to building a reputation for excellence is to improve efficiency without increasing cost and reducing it where possible.

One of the ways in which we do this, is to closely monitor fleet usage and always to question the perceived wisdom, particularly when it comes to specification.

Unfortunately for many customers, some suppliers find it much easier to replace like-for-like, than to take a keen eye to the specification. Something which can, with a little hard work, produce significant savings.

It points to a decline in the quality of account management as manufacturers encourage the sale of more new machines (in their range), rather than what’s necessarily best for the long-term success of the customer. That’s why Jofson offers the best of both worlds – thorough monitoring of your needs for the ideal specification, plus the unrivalled quality of Mitsubishi forklifts.

Thinking long-term may also prompt a supplier to consider changes to the customer’s own business. Take for example two recent Jofson customers, both using clamps. One had a 3tonnes capacity electric truck that turned out to no longer need so much capacity, allowing us to reduce the truck size, saving costs on purchase price and fuel.

Another customer, found its trucks’ capacity no longer up to the job when overseas paper suppliers increased their sizes without advance warning! Both examples show the value of close account management and why we undertake in-depth site surveys.

Thanks to new aftermarket technology, there’s plenty of other savings out there to be made. One area where the relatively simple addition of a transmission protection system can result in reduced costs from worn tyres or a damaged drive train and, where operators are using equipment to shove pallets along, damage to products.

It’s now also much easier to monitor key fleet data, such as equipment utilisation, to give you the information needed to make a more informed choice. (You’ll also get information on speeding or short cuts taken on site, who is adhering to pre-operation checks and even who’s operating the machine at the time it’s involved in an accident.)

So just like IBM, it is important to recognise that the key to successful acquisition of capital equipment for business is to provide just the right specification, but crucially not too much. After all, having a machine that’s way too big for the job can be just as costly as one that’s too small.

One of the biggest costs is, of course, the operator themselves, and it is vital that companies get the maximum productivity from each staff member whilst also ensuring that they are provided with the right equipment for the job at hand.

Give Jofson a call now for a no pressure discussion on how we can help you and your business.