In the next instalment of our series of interviews with agents and reps across the furnishings industry, we spoke with George Willson who talks about current challenges facing the industry, rogue mattresses, current product movements and why communication is key, as well as a good sense of humour, in the life of an agent.

Meet George

Current Brands I represent are Deepsleep Beds (UK) Limited – Espoir Beds – West Midlands Upholstery – Ambers International Upholstery – Gee-Line Bedroom Furniture.

How long have you been an agent in the industry?

I became an agent in September 1999, so just over 25 years.

What drew you into the life of an agent, and what’s the day-to-day like?

Until 1999 when our family business closed my background was carpets and furniture in our retail furnishing business and so with knowledge, but nothing better to do, I became a furniture manufacturers agent. The day-to-day is very good from my perspective, mainly from constant contact with customers and promoting the companies I represent.

What is the best part of your role?

Enjoying the Scottish countryside I drive through year in, year out and the warmth of reception from my customers, most of whom are friends now!

What is the most difficult?

I don’t think there is anything difficult about my role as an agent. I firmly believe there is a solution to every problem which helps to keep up with the constant changes in the industry and convey those changes in product to customers.

Do you have any particular highlights so far?

My role in building supplier companies in the Scottish market from zero sales to being important, major suppliers to Scottish retailers today.

What challenges do you think currently face agents in the furnishing industry?

The need to work harder to stay ahead and to achieve results! Opposition has always been there and always will be, but bricks and mortar retail furnishers are still very important in today’s marketplace. Each day is a new challenge, especially with the online and digital age, however, I will probably be chastised for this next part. There is no substitute, whatsoever, from making a physical visit to customers. Zoom appointments are all very well, but no agent can tell if their product still occupies floor space from talking to a retail customer on a device, nor can the customer, say, get the feel of a fabric for a new upholstery floor model. Physical calling is still very much an important part of life for an agent in what is still a cottage industry, to coin a phrase.

What would you like to see change?

Suppliers not just taking for granted, once they have a retail customer on board, they have that customer for ever. There needs to be more appreciation of the efforts the retail customer puts in to gaining a sale for them from the end user customer and so provide them with all the point of sale they can to make sure the product being sold brings forth the result the supplier desires.

What would help agents more?

Principal/Supplier communication at all times is paramount to an agent’s success in the field. It is so much easier when one can say “Yes we can do that”, rather than, “I will make a call and find out”. Up to date information is crucial to the agents functioning to the best of their ability for the company he or she is working to promote.

What would you say to someone considering becoming an agent?

Go for it! As long as you are positive and have a passion for the furniture and or furnishing industry and your product you will be successful, maybe not overnight, but long term. You will have to make some sacrifices; you will not have to be discouraged when a buyer does not grant you an appointment. You must just move on to the next prospective customer. Eventually, all will fall into place and you will find the rewards follow. Above all, be positive, be truthful and be organised.

What is the most important attribute to have as an agent and why?

The most important attribute is to have a sense of humour, which will stand you in good stead to be flexible and adapt to industry changes of which there are plenty year on year.

Can you share something that irritates you the most as an agent?

The inability of the industry as a whole to get to grips with rogue mattress suppliers who are conning the public. A big problem which needs a long-term solution.

Can you share an insight into your plans for the year ahead?

I will be looking to focus more attention on retailer and supplier relations while trying harder to identify products within ranges which fit better and be more mutually beneficial to retailer and supplier. There are always new opportunities and so will be perusing new avenues to broaden my customer base.

What’s the next big thing you are seeing in the industry and why?

I am not sure there is anything big happening in the furniture industry right now, however, there appears to be a greater emphasis on design, fabric, colour and the strengthening of the electric motion offering in upholstery to broaden appeal. New design and finishes in cabinet furniture are tending to move the focus away from light oak product finishes. All these moves are aimed at making the product more commercial and that much more appealing to today’s discerning end user.

Final thought…

The furniture and furnishing industry continually needs to attract new talent from designers, through manufacturers to sales agents to keep alive a tremendous industry providing new and innovative products which appeal to ever changing generations.

willserve600@aol.com / 07867865463 / www.linkedin.com/in/george-willson-9802804b/