AUGUST 2012USP
FIRST PICK Seven secrets to creating a stellar sales team
CHAIR THE BOARDKitting out a killer boardroom
HOW TO SPEND ITThe latest film, music and technology goodies
DISEASE CONTROL Get ready to tip over those keyboards...
THE EDITOR’S LETTER
Welcome to the August edition of USP magazine. If ‘back to school’ was the theme
of last month’s issue, you could call this month’s ‘back to work’, as we bring you
helpful articles on what you can do to help your client have the best office in town.
On pg4 we focus on the presentation market, with advice on what to look for in the
perfect boardroom – from projectors to flat-screen TVs, with the economy being
what it is, businesses are reliant on making that great first impression and can’t
afford to be let down by inadequate AV products. Then on pg6 we look at how to
protect them from unsavoury bugs and viruses by alerting them to good computer
cleaning techniques and the products needed.
After our Marketplace section, we look inwardly to find out what OP dealerships
can be doing to make sure their teams are in the best condition. On p12 we give you
seven secrets to recruiting the best sales team.
So if that’s not enough to get you going, I don’t know what is. Here’s to the end of
summer and, as always, please get in touch with any news stories or updates on
[email protected]. Bye for now!
Managing editor
USP magazine is published by...Intelligent Media Solutions | Suite 223 | Business Design Centre | 52 Upper Street, London N1 0QHtel: 0207 288 6833 | fax: 0207 288 6834 | email: [email protected] | web: www.uspmagazine.com
Follow USP on Twitter at Twitter.com/uspmagazinePrinted in the UK by Buxton Press www.buxtonpress.co.uk
MANAGING EDITORJULIA DENNISON | [email protected]
REPORTERGEORGE CAREY | [email protected]
PUBLISHERVICKI BALOCH | [email protected]
SENIOR ACCOUNT MANAGER – MEDIA SOLUTIONSMATTHEW MOORE | [email protected]
ACCOUNT EXECUTIVE – MEDIA SOLUTIONSKRYSTLE DAVIS | [email protected]
DESIGNERSARAH CHIVERS | [email protected]
DESIGNER ,PRODUCTIONPETER HOPE-PARRY | [email protected]
CIRCULATIONS MANAGERNATALIA JOHNSTON | [email protected]
USP
CONTENTS
NEWS03 PITCH INVADERSThe latest news and products to help you deliver that perfect sales pitch
MARKETPLACE 04 CHAIRING THE BOARD How to kit out a killer board room
06 DISEASE CONTROL Get ready to clean those computer keyboards
SALES ACADEMY08 CHOOSING YOUR TEAMSeven secrets to stellar salespeople
LIVE IT10 HOW TO SPEND ITThe latest film, music and technology to spend your commission on
04
PITCH INVADERSAll the products and developments you need to deliver the perfect sales pitch
PRODUCT NEC Display Solutions has launched the NEC Training
Academy aimed at sales and technical staff of NEC’s specialist partner
network including system integrators, VARs and distributors. Attendees
will gain an increased level of product
and technical knowledge helping them
to meet the more advanced needs
and demands of their customers and
increase the general effectiveness and
performance of channel sales and
technical support functions. The
Training Academy will help these
partners become experts and
ambassadors of NEC hardware and
software solutions, building the
industry knowledge and expertise
which is required in today’s
increasingly complex display industry.
Call NEC on 08701 201160
NEWS Mitsubishi Pencil Co. is to champion the written word with a little
help from BBC Outnumbered star Daniel Roche.
The leading stationery brand has enlisted the help of the
charismatic youngster as it enters the back-to-school selling period with
a range of new products.
The campaign will promote the benefits of the new uni-ball Insight;
a smooth writing rollerball that’s available in six colours and sold both
loose and in a variety of pack formats. It will require children to provide
a handwritten insight into their school life with one overall winner
rewarded with a bundle of technological treats including a HD
camcorder and compact camera.
Clare Gibbard, marketing manager for Mitsubishi Pencil Co., said:
“We hope to prove to school children that despite the classroom break
it’s important to keep the art of handwriting alive. It’s a vital skill that
can reinforce achievement and brings so many benefits to youngsters.
“We hope to receive high profile support for the campaign and will
fully utilise our social media channels to target and engage with children
from across the UK.”
Other back-to-school products available from
Mitsubishi Pencil Co. include
erasable rollerballs
such as the new
uni-ball Magik Girl and
uni-ball fanthom
alongside all round
favourites like the
Jetstream, Vision
Elite and
Signo 207.
MITSUBISHI PENCIL THE TALK OF THE PLAYGROUND
NEC PRODUCT TRAINING AVAILABLE FOR CHANNEL PARTNERS
DUPLO LAUNCHES FASTBACK THERMAL BINDERS
PRODUCT Duplo International has become the official UK distributor for
the Fastback range of desktop binding machines. The simple table-top
machines bind loose sheets into presentable documents using thermally
activated binding strips. The technology is 3.5 times faster than a
conventional punch and bind system, documents lay completely flat, are
suitable for posting and at the end of their useful life the bound
documents are fully recyclable.
Duplo will be stocking a comprehensive range of binding strips
made of different materials and 16 eye-catching colours. In addition,
customers can order strips branded with their own graphics, images and
logos to make their documents really stand out.
For clients looking to add durability and real prestige to their
documents, the Fastback machines can even produce paperback books.
With a small further investment it is even possible to create library-style
hardcover books with a unique cover of your own choosing. This is ideal
for corporate business proposals or quotations.
Angela Osborne, sales manager at Duplo, commented: “The major
advantage of this technology is versatility – with a Fastback machine you
can produce all your internal and external documents and present them
in an appropriate way. People are amazed when they see everything the
machine can do and are even more stunned that it takes less than 30
seconds to bind, even with
documents running into
hundreds of pages.”
Duplo will be showing
the Fastback range at the
Office* Show on 12-13
September at Olympia
in London.
For more information, contact Marc Legge, dealer marketing manager,
Duplo UK on 01932 263 905 or [email protected]
To find out more about Mitsubishi Pencil Co., visituniball.co.uk, follow
twitter.com/uniball_uk or like facebook.com/uniballfanpage
PROTECT YOUR DATA WITH 256 BIT ENCRYPTION
PRODUCT Olympus digital dictation is now more secure with 256-bit
encryption available for professional dictation products.
Following the launch of the DS-7000, Olympus has developed a
firmware update that allows you to secure your voice files using features
like a four-digit pin or encryption to prevent unauthorised access,
important in professional environments where confidential data must be
kept secure.
Basic digital recorders and analogue (tape) machines are difficult to
protect, leaving your data at high risk of getting into the wrong hands.
Having 256-bit encryption is the highest level of security available to
date, compliant with the Advanced Encryption Standard.
Developed for use within professional environments, such as medical
and legal audiences, Olympus’s professional dictation range
encompasses features to support workflow, cost savings and efficiency.
Features such as bar code scanner to support medical dictation and
biometric fingerprint scanner (DS-5000 ID model) to ensure your
dictations don’t fall into the wrong hands help to provide necessary
support for these dictation-heavy environments.
USP AUGUST 2012
4 AUDIO VISUAL MARKETPLACE04
VISUALISING SUCCESS
Audio visual technology is achieving impressive things in the
boardroom and can lend an extra sheen to sales pitches. GEORGE CAREY looks at
the state of the AV-for-business market and the technology
that your customers want
At the start of the economic crisis, sales of
AV equipment suffered because many
businesses saw the technology as a luxury
item, rather than something integral to their
business, but it seems that the market is on
its way back up. Graeme Davidson, business
manager, visual imaging for Epson UK,
explains: “Since the economic downturn, the
total projector market has seen a slowdown,
but we are now seeing strong growth in the
business market, both in ultra-short-throw
projection and higher brightness meeting
room solutions. In 2011, according to
Futuresource, the market saw a volume
increase of 19.8% in year-on-year sales of
3,000+ lumen projectors, which is typically
what businesses will be using in their
meeting rooms.”
Another reason the market has picked up
is the multi-purpose nature of many AV
products, which can lead to big savings.
Daniel Gibson, regional sales director for
InFocus, explains: “In the past people bought
a projector because they needed one and
then [they bought] an LCD TV separately and
a Smartboard because they wanted the
interactivity. Now they’re looking for
something that does all three of those things
because the market is able to offer products
that will cover that in one solution.” He
continues: “It’s allowing different, smaller
companies to engage in the AV market,
whereas before they were probably priced out
of it. Now it’s much easier for them to
integrate that into their organisation.”
Martine Dodwell-Bennett, sales and
marketing director at Steljes, thinks the
change in fortunes is down to new business
practices: “The number one priority for
directors is organisational efficiency and this
is helping the AV market boom. As
organisations are working harder to reduce
their costs and transform business operations,
collaboration technologies are now becoming
part of a unified communications strategy and
business process remodelling.”
ADDING VALUEWhen talking to your customers about these
products, it’s important to emphasise how
they can add value to their business. Neale
Williams, business development manager,
digital media and cinema products, NEC
USP
05
AUGUST 2012
AUDIO VISUAL MARKETPLACE
Display Solutions, comments: “Businesses can
create larger and brighter images for
presentations, helping to impress and keep the
attention of audiences. Advanced features, such
as edge blending and stacking, further help to
create bigger, panoramic images with very high
brightness levels. Future-proof connectivity and
high reliability backed by good warranty and
service levels will appeal to buyers.”
As well as impressing clients, the latest
technology can be used to save that most
precious of commodities: time. As Gibson
explains: “It’s improving the productivity of the
staffing, and the change in terms of product
types improves the return on investment Not
just from a product return but also the savings
they’re gaining in terms of travel, changing the
way that they make their meeting
arrangements. Productivity is improving and
that is the value added to their business. They’re
not wasting time and they can use that time to
provide more value to their own business and
their customers.”
SHOPPING LIST So do your customers need to keep up with
the Joneses? Austin Freshwater, Canon UK
channel manager, professional imaging group,
thinks that all this new technology can
sometimes overshadow more traditional, but
equally important, elements of an AV set-up:
“What many dealers often forget is that a
projector’s performance is only as good as its
lens. Quality lenses are designed to ensure
minimal reduction in brightness, even over
long-throw distances. They also ensure that
blurring, distortion, and chromatic aberration
(a type of distortion in which the lens fails to
focus all colours to the same convergence
point) are virtually eliminated.”
Eithne Keenan, senior corporate marketing
executive for Optoma Europe, focuses on newer
technology: “People are turning to lamp-free
LED+ technology, which combines the benefits
of both higher efficiency and higher brightness.
Also, ultra-short-throw interactive projectors,
which can be used to transform a flat wall or
tabletop into a 3D interactive surface without
the need for a screen or electronic whiteboard.”
Williams thinks customers will focus more on
the opportunities to get clients involved:
“Techniques such as augmented reality and the
use of QR codes is helping to bring interactivity
into the meeting space via smartphone
technology. Interactivity is a good way to keep
your audience engaged, for instance,
participants can scan the QR code to discover
the answer to a question.”
Darren Lewitt, AV director for Midwich,
considers travelling without moving a big
priority for businesses: “Video conferencing is
gaining in popularity and can really open up
communication channels. It allows businesses to
increase communication with clients and
remote workers while reducing the time and
costs associated with travel. The technology has
evolved to not just allow one-to-one
communication but to allow meetings between
many to take place, on multiple locations too.”
UPSKILLINGIt’s important to keep up-to-date with the
technology and understand how it fits into
existing set-ups. Davidson says: “Epson
focuses on developing this knowledge by
offering dealers the opportunity for training
and it’s those dealers that invest time in
training that will benefit in the long-term.”
Brian Grogan, sales manager EMEA at
Vivitek, agrees that there are tangible benefits
to technical knowledge: “It definitely helps,
although it will depend on the size of the
installation. The skills required for a single
projector installation are a world away from
those required for a fully integrated meeting
room, for example. One advantage dealers
have is their close working relationships with
their customers. Using this for business
advantage and possibly outsourcing skills that
aren’t available in house may be the best
approach for those new to AV.”
It looks as though the future is bright for
AV sales, and those with the right skill set
and product offering can continue to grow
their sales. As Gibson puts it: “The market’s
had some difficulties in the last year and
we’re not out of it totally but the signs are
that consumers are willing
to spend some money
again, albeit more sensibly,
which is no bad thing.
There’s positivity behind
the channel and the
integration of technology
into workplaces that’s now starting to pick up
again and that’s important for everybody.”
Video conferencing is gaining in popularity and can really open up communication channels
USP AUGUST 2012
06 COMPUTER HYGIENEMARKETPLACE06
PRISTINE PCs
Dirty IT equipment can cause an unpleasant working environment and spread some positively nasty bugs. GEORGE CAREY finds out
the problems involved and the solutions available
As many worried parents have opined in recent years: the internet is
filthy. Mary Whitehouse would be spinning in her grave. Unfortunately
there’s nothing we can do about that, but you can at least ensure that you
access the great sin emporium on a nice clean computer.
NANO NASTIES As people spend an ever-increasing amount of time at work and most of
that time tied to their desks, the potential for poor hygiene is greater
than ever. Nathan Dawes, Vasanta Group hardware product manager, has
suffered for his art when pointing out the problems involved to the
unenlightened: “With more and more office workers eating at their desk,
I ask people to upturn their keyboard and tap it, they are always amazed
at what comes out: crumbs, mucus, hair and worse.”
Apart from the aesthetic issues involved there can be health risks
associated with such an unsightly work station. Karen Harrison, group
marketing manager of AF International, points out the dangers involved:
“The way we work has changed significantly in
recent years. Many companies have open-plan
offices with the shared use of desks and
equipment.” She continues: “As a result, office
environments are much more polluted with
bacteria, viruses, dust, dirt and germs than previously. Various micro-
organisms can be found in offices: bacteria such as staphylococcus
aureus and escherichia coli; moulds like aspergillus niger; and all sorts of
yeasts and fungi.”
SOLUTIONS Despite the challenges that computer cleaning can throw up (and the
risk of throwing up yourself), there are plenty of products on the
market to deal with those hard-to-reach places and delicate surfaces.
Dawes says: “Managing cleanliness on electronics has special
considerations of course but nowadays, there are products that
overcome pretty much all of those challenges; from specialty
keyboard cleaning kits with a unique tool for getting between the
keys, to air dusters that can be inverted to reach almost any area.”
As Harrison points out, cleaning products are changing all the
time to deal with the challenges that new equipment can cause: “The
product range changes with technology, so as we change from a
laptop over to a tablet, for example, the cleaners available also
change. It’s important that people clean their equipment with the
right product. As you know the keyboard has often been linked with
the cleanliness of a toilet seat, the toilet seat being far cleaner. We all
clean the toilet with the right product – why not
the keyboard?”
With a clean and germ-free working
environment comes a healthy and happy
workforce, and therefore a more productive
business. The advantages for your customers are there for all to see,
and the wide range of specialist computer cleaning products, means
there’s no end of choice for you to offer them. So get out there and
clean up this dirty world; do it for Mary.
We all clean the toilet with the right product – why not
the keyboard?
February 2012 Issue 200
INS
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THE BIG ISSUE200th edition of Dealer Support
MANAGING PRINTTaking on MPS – part 1PAPER PLANESPaperworld 2012 in review
DE
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May 2012 Issue 203
INS
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DISTIE REVIEW 2012The major players in IT wholesale
FM GUIDETune in to facilities management
IDS LEAGUE Last chance to enter!
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MADE IN BRITAIN
A look at manufacturing
at home
LONDON OLYMPICS 2012
Dealers go for gold
GROWING GREEN
An interview with the
Commercial Group
DE
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TOP TIPSSALES ACADEMY08
USP AUGUST 2012
The best recruiters have
calculated the cost of making
a bad hire. The pain of lost
revenue is the biggest motivator
to improve and change. Lost revenue from
bad hiring decisions ranges from £30,000
to £300,000.
The best recruiters know the answers
to these three important questions:
• Where can I find more quality
people to interview?
• What are the tops traits and skills of
the best salespeople?
• How do I look for these top traits and skills,
and what tools do I use?
The best recruiters understand that
with the right knowledge, they can
bring greatness to the people they
lead. Using our gut (emotions)
to make hiring decisions is the alternative
approach to putting forth the hard effort to
learn a best practice system.
The best recruiters stop looking for
an easier path to success. They realise
that if they do not master recruiting
and coaching skills in their current job,
they will just drag the same bad habits into a
new job and get frustrated there, too.
Great recruiters understand what the
perfect salesperson looks like, and
they measure everyone in their pool
of candidates against perfection. The
pick of the litter is not always the
best performer. When we measure everyone
in our pool of candidates against the perfect
salesperson, we may realise that we need
more candidates in our pool.
Great recruiters use a ‘best
practice’ recruiting system
with processes, tools and skills.
This begins with knowing
the top five dimensions of
a best salesperson: attitude; motivation;
character traits; personality traits and sales
competencies. The best recruiters know
how to use interview questionnaires and
assessments that are tied to these five
dimensions to measure each candidate
against the best candidate.
The best recruiters realise that
learning anything new is hard.
Hard is what allows strong sales
teams to rise to the top. If it were
easy, it wouldn’t pay much. Easy
diet and exercise programs don’t work, and
neither do quick and easy solutions to fixing
the complex problem of recruiting.
HOW TO RECRUIT THE BEST SALES TEAM EVER
SEVEN SECRETS TO SUCCESS
Recruitment expert STEVE SUGGS shares his seven secrets and five actions to takeYour success as a salesperson is in direct
proportion to your ability to get enough
referrals. A similar principal of success
is true for sales managers: The quality of
the team you recruit will determine your
success as a coach.
Mastering the foundational principals
of successful recruiters will determine the
number of championships you will win
and, overall, the quality of your life. These
seven secrets will get you moving toward
becoming a great recruiter.
09TOP TIPSSALES ACADEMY
USPAUGUST 2012
Here are five immediate actions you can take to begin to recruit salespeople with potential.
Build a recruiting referral network.
Just as Bill Cates, ‘the referral
coach’, teaches salespeople to build
a network of people who send you
sales referrals, you can build the same
type of network with people who send you
salesperson candidates. Start with the leaders
of service organisations. Get to know leaders
of networking groups. Sales trainers always
have stacks of CVs. Contact the volunteer at
churches. Get to know the director of sales and
salespeople at the local chamber of commerce.
All of these people know many salespeople
who are looking for a change. Post on all social
networks like Facebook, LinkedIn, Twitter, etc.
Email your current customers alerting them to
the fact that you are recruiting salespeople.
Learn the five dimensions of the best
salesperson profile. The best salespeople
have a balance of these five dimensions:
First, attitude – they have a positive
image of themselves as a salesperson,
and they have a passion for solving customer
problems using the product they sell. Secondly,
motivations – they are highly motivated to change
their short-term and long-term situation. They
want to use the money they earn from sales
to make these changes. Thirdly, they have the
character traits of honesty, concern for others,
strong work ethic, and responsibility for their
actions. Fourth, they have the personality traits
of high social drive, high social confidence, high
goal orientation and high need for control. And
fifthly, they use the first four dimensions to
master the sales skills of prospecting/networking,
setting/holding discovery appointments, making
presentations, handling objections/concerns,
gaining the sale, and getting referrals.
Listen 80% and talk 20% during
the interview. While interviewing
salespeople candidates, we must
remove our sales hat and put
on our selection hat. Selecting is listening
rather than presenting the career. When
interviewing candidates, ask prepared
questions tied to the five dimensions of
the best salesperson profile. Read the
question without paraphrasing. When
candidates respond to questions, avoid
adding personal information like: “That
happened to me once.” “I know what you
mean. I would have done the same thing.”
The more we let candidates talk about
themselves, without responses from us,
the more they like our company and us.
The more we talk about ourselves and
tell our biography to the candidates, the
more we get emotionally connected to the
candidates leading to an emotional rather
than a logical hiring decision.
Use the science of a personality
assessment to measure personality
traits. Personality is genetic and
changes very little over time.
Salespeople who work in a high
activity/high rejection sales environment
are wired with high scores in these four
areas: social drive, social confidence, goal
orientation, and need for control.
Use a score card to score
candidates on the five dimensions
of the best salesperson profile.
Scoring candidates helps us make a
logical hiring decision rather than
an emotional/gut decision.
Take action today, and these seven secrets and five actions will help you recruit salespeople at
a whole new level. Sales will rise, stress will lower, and you will become a great coach. Now go
and recruit the best.
Steve Suggs is the author of new book Can They Sell – Learn to Recruit the Best Salespeople
available on Amazon
FIVE THINGS TO DO NOW
USP
LIVE IT The best way to spend your free time and money
10
AUGUST 2012
Just over a thousand Chinese volunteers helped to set a new Guinness world record after they managed to complete the biggest ever human-mattress domino chain. The 1,001 record-setters lined up in an empty shopping centre in Shanghai. Around 10 minutes elapsed from the first mattress-clad volunteer tumbling to the last.
GOOD
BAD
TEDFamily Guy creator Seth McFarlane hits the big screen for the first time as writer, director and voice of the eponymous Ted. The film tells the story of John Bennett (Mark Wahlberg), a grown man who must deal with the cherished teddy bear who came to life as the result of a childhood wish...and has refused to leave his side ever since. Don’t be mislead by the title and the cute appearance of our furry hero, Paddington Bear this is not. Fans of Family Guy will be familiar with McFarlane’s close-to-the-bone humour and it’s on display here, in all its glory. The beer swilling, bong smoking pair’s friendship is put under pressure by John’s girlfriend (Mila Kunis), who demands that Ted moves out. The best-friend-versus-girlfriend plot line isn’t exactly new but the script delivers bad-taste laughs in spades and frankly the obscenities just sound funnier coming out of a teddy bear’s mouth. In cinemas now
LIANNE LA HAVAS
FILM
MUSIC
SOUNDWAVE GADGET
BIT OF BANTER
The British music scene has been crying out for a successful female artist not called Adele for some time now and Lianne La Havas has staked her claim to be the next big thing with her debut album: Is your love big enough? It’s packed full of hits in waiting, from the unexpectedly affecting duet with Willy Mason in ‘Lost & Found’, to the gloriously guttural
low notes on the title track. The whole thing has a haunting air of detachment and her soul searching lyrics belie her 22 years. Add in acclaimed live performances and she’s on her way to the big time.
This little speaker packs a big punch. It’s Bluetooth, so allows you to pick up calls or listen to music wirelessly and is available in black or white. The rechargeable battery is ready to go in about two hours and will last for 12 hours talk time or three hours of music. It’s easy to set up and the volume is controlled through your phone. It’s gone down a storm here at USP Towers and is available at a good price. MobileFun.co.uk
WHAT DID THE DOCTOR SAY?
IT’S NOT GOOD MATE!
The sign writers have been at it again. A pedestrian crossing in Swindon telling people to ‘look left’ but accompanied by an arrow pointing right, has been left unchanged for the past three years. The erroneous effort from Swindon’s finest hasn’t caused any accidents yet but has presumably left a fairly crimson-cheeked road painter in its wake.
SAVE THE DATE!
Pioneer Challenge
17-30 September 2012
The challengeCycle one or more of the stages from Aberdeen to Brighton (each stage is around 85 miles) The charityBreakthrough Breast Cancer, dedicated to saving lives by finding the causes of breast cancer, improving detection, diagnosis, treatment and services
The dates 17-28 September
How to enterPlease go to www.dealersupport.co.uk to find out more about the challenge, dates, cycle routes, setting up a donation page, logistics and cycle support, then email [email protected] with your choice of date/s.
With the buzz and excitement surrounding the London 2012 Olympic and Paralympic Games taking place, this year is undeniably a year of sporting achievement. If you’re feeling left out of the fun, here’s your chance to do something good for yourself and others.
Dealer Support magazine is partnering with Antalis McNaughton and Pioneer Paper to take on the Pioneer Challenge 2012, to get the office supplies industry on their bikes in aid of Breakthrough Breast Cancer.
Taking place from 17 to 30 September, the goal of Pioneer Challenge is to have 20 riders on each of the 10 stages of the relay. If every rider can raise around £100, with all the expected participants we will blow the £20,000 figure of last year.
ARE YOU UP FOR THE CHALLENGE?
FLIP H
ERE FOR Y
OUR USUAL
COPY OF