AT THE HEART OF THE ROAD TRANSPORT INDUSTRY.

Call our Sales Team on 0208 912 2120

A lesson in

8th March 2012, Page 12
8th March 2012
Page 12
Page 13
Page 12, 8th March 2012 — A lesson in
Close
Noticed an error?
If you've noticed an error in this article please click here to report it so we can fix it.

Which of the following most accurately describes the problem?

chem-istry

JENNY CALLEN

Jennychem MD

From humble beginnings with just one van and a few bottles of traffic film remover, Jenny Callen has built Jennychem up into a one-stop-shop for all transport cleaning needs in just over 25 years

Words: Laura Hailstone/ Image supplied by Jennychem

WITH SO MANY haulage irms falling prey to the recession, it’s no surprise to hear that sales have slipped back during the last couple of years for Jennychem. However, the determination of the irm’s MD has put it in a strong position.

“We’ve had to be more competitive, increase our range of products, work harder, speak to more people and just try to ride it out,” says MD Jenny Callen. A strong work ethic clearly runs through her veins. At 19 she began a career in accountancy with Lloyds of London but soon found it wasn’t for her. With a burning desire to run her own business and an industrial chemist for a father, Jenny combined the two and Jennychem was born.

“My father already had formulae for a wide range of cleaning products, but his focus was dairies and bakeries: I wanted to branch out into something that I thought would be proitable,” she explains.

“I started by initially surveying what type of products would sell. I then set off on my own with a van illed with chemicals and went out to the different haulage companies. I was the driver, the order taker, I loaded the van – I did everything.” Establishing a customer base in Kent, Essex and London, she steadily expanded the business, claiming the decision to start advertising the irm’s products in CM and Truck & Driver was when sales really took off nationwide.

Using herself as the face of the company was a smart move, giving Jennychem an immediate identity – and one that the haulage industry has grown to love.

Asked how she feels about the “high esteem” the industry holds her in, she laughs but admits: “It’s lattering.”

Customer care

With around 90% of Jennychem’s business conducted over the phone, Jenny places a high emphasis on the experience her telesales team provides – or ‘angels’, as she affectionately calls them.

“We want to maintain the relationships we have with our customers for a long time: it’s not a hard sell! We’re here to help them ind the right products,” she explains. “I train the staff to listen to the customer. There are more than 10,000 customers on our database: some use us once a week, some use us once a year. But I want them all to have a good experience when they phone Jennychem.”

Bestseller

Jennychem’s trafic ilm remover (TFR) remains its biggest seller, with TFR Ultra as her lagship product.

“It’s what we’re known for and the main product we manufacture here on site,” explains Jenny.

A team of two chemists, overseen by her father, blend the raw materials for the TFRs in the factory at Jennychem’s Snodland, Kent HQ, while Jenny’s brother Nigel is the quality manager.

“Nigel sees all the raw material suppliers: if there’s anything new or improved in the market, then we’ll put it on trial in the lab and in the ield. If it proves beneicial, then we’ll update our products.” Jennychem’s key selling point for its range of TFRs is that they cut through the toughest dirt yet are still eco-friendly.

“Truck washing needs something that is going to be aggressive to grime, yet kind to the environment and paintwork while still being user-friendly – and that’s what we’ve achieved.

“We use ingredients that are green and readily biodegradable,” says Jenny.

She demonstrates the strength of the company’s products through a simple hand-held device called a refractometer. Using a pipette to drop a tiny amount of chemical onto the machine, it shows a customer the percentage of the “goodies in the product” .

“It’s such a good selling tool because customers will say ‘oh no, we’re happy with what we’re using thanks’, then I do a test and show them that our product is four times stronger, for example.

“I tell them they’re buying water, not chemical. But as soon as they see it scientiically proven they’re open to switching.

“And they can see how cost-effective it is because from one barrel they can make four barrels, so they are quids in from using Jennychem.

“But although our products are strong, they are still safe to use and environmentally friendly,” she adds. n

Company success

Despite the success of the firm’s core product line it has recently diversified into other areas, such as AdBlue.

“It’s a growing market. Ours is genuine AdBlue, manufactured to strict ISO regulations. We buy in bulk and distribute in smaller quantities. We can put it into 1,000-litre containers and barrels. The good thing about us is, because we buy lots of IBCs [1,000 litre tanks], we don’t charge a deposit.” Although a large focus of the business is products for cleaning the exterior of vehicles, Jennychem also sells a range of in-cab cleaning products and workshop consumables.

“I’ve tried to make us the one-stop-shop for all your truck cleaning requirements as well as other consumables that can benefit our customers, such as hand cleaner, paper rolls, oil absorbent granules, high-vis vests, anti-freeze and many more,” she says.

The strategy is clearly working as Jenny has distributors for Jennychem products in Aberdeen, Wales, Cornwall, Spain and New Zealand.

With three young children, she says the biggest challenge has been managing her time fairly between the business and home life.

“I want to be here 24/7 and with my children 24/7, so it’s a careful balancing act. I do work long hours, but I also go on nice holidays and spend time with my family. Luckily my brother, who has been with me from day one, can shoulder a lot of the responsibility.”

Jennychem stats

Founded: 1987 Staff: 19 HQ: Snodland, Kent Fleet: four Iveco vans

Busiest period: mid-September to late January


comments powered by Disqus