In the next instalment of our series of interviews with agents and reps across the furnishings industry, we spoke with Michael Shannon who talks about loyalty within the trade, why higher commission is needed and some personal highlights.
Meet Michael
My agencies are La-Z-Boy, Sweet Dreams, Furnico, Deknudt Mirrors and Staingard.
How long have you been an in the industry?
I started out as an agent joining my father John Shannon back in 1987 nearly 40 years ago.
What drew you into the life of an agent/rep and what’s the day-to-day like?
Encouragement from my dad John as he had seen I was not enjoying the office-based life within the law and civil service role I had taken. After he got me to find sales role to break me in, selling cash registers is what I broke my teeth on, a tough but lucrative introduction and a good foundation in sale training.
It can be a bit like Ground Hog Day as you almost start with zero earnings and that gets you on the road meeting customers, dealing with offices, solving issues trying to build placements.
What is the best part of your role?
The best part of the job is the people i.e. retailers, sales staff, office back up colleagues and consumers when necessary. Introducing your customers to your brands, using your experience and built knowledge to enhance their business, sales and ultimately profitability that then in return benefits you and your companies.
What is the most difficult?
Not being in control of all aspects of your efforts and reliant on others to carry out their part successfully. Travelling mainly in mid-winter can also be a grind and you need to be comfortable on your own.
Do you have any particular highlights so far?
Highlights, there have been many for me but those that stick out generally are trade shows when your customers come along ‘again’ to build on what you have already done with them. That feels very good and you believe you are doing the right thing and your agencies have done the right thing making that huge effort to exhibit.
The fact I have been with my principles above for over a decade to 30 years each shows they and hopefully I am doing the right thing. Recognition helps from any quarter as you try your best, but most of all was my dear old dad, who sadly has passed nearly 12 years, who – during his short retirement – congratulated me on building up a business we worked together.
What challenges do you think agents/reps currently face in the furnishing industry?
Uncertainty is always the fear of an agent in so far as we are not in control, with the constant negative news media now twenty-four hours a day the public can be forgiven for sometimes pulling up the drawbridge and sitting tight, forgive the furniture pun. European manufacturers are under enormous pressure and not on a level playing field with suppliers from especially the Far East as so many retailers chase a price point alone.
What would you like to see change?
An increased emphasis on brand, service, reliability, training and those suppliers and agents who go the extra mile being backed up with a loyalty from within the trade.
What would help agents/reps more?
Higher commission rates like European agents as our outgoings have increased exponentially as have the expectations of agencies and customers. We definitely do a lot more now including service involvement, training and admin than was the case back 30 years or even 10 years ago.
What would you say to someone considering becoming an agent/rep?
Make sure you have some financial back up as it can take easily two years to get off the ground to a reasonable level so long as you can get the right agencies who back you up. Stay positive but remain truthful to yourself and those you deal with.
What is the most important attribute to have as an agent/rep and why?
Happy resilience with a want and ability to sort things out, while closing the sale.
Can you share something that irritates you the most as an agent/rep?
Four AM starts heading to meetings or exhibitions in GB or Europe or negativity from wherever it manifests.
Can you share an insight into your plans for the year ahead?
Hard work but time to relax too, as La-Z-Boy comes to its 100 year milestone in 2027 ensuring I have the world’s best known furniture brand properly set up ready in Ireland for that great time. Making sure my stockists continue to get the great service and products from all my agencies, those great beds from Sweet Dreams whose standards never drop, the gorgeous “wow” decorative mirrors made in Belgium by Deknudt, consistent best sellers produced in upholstery function and fashion from Furnico since the forties, and of course the constant innovation and service from Staingard lead by Paul Aiston.
What’s the next big thing you are seeing in the industry and why?
The next big thing in the industry? If I knew I’d bottle it, sell it and possibly retire. But seriously, sustainable resourcing and disposal will become more and more important, something the sheds are big on through their mission statements but hard to get the consumer to pay for, a work in progress.
If there is anything else you would like to add as a final thought, please do so here.
A big thank you to all of you out there who helped opening the door to me along the path of a great and enjoyable career that I do not see finishing anytime soon.
mjs@shannonagencies.com / www.linkedin.com/in/michael-shannon-b0073b22/
