The Human Touch: Why 'People Buy From People' rings true in the KBB sector

Jonathan Stanley, Caesarstone UK and Ireland’s VP of Marketing and Customer Service, explains the importance of human connections in the surface leader’s approach to partner support in the KBB sector.

While there have been signs of recovery in some areas of the UK KBB sector in the last six months, the market remains undeniably tough. This continuing sentiment is reflected daily in the national and trade press, as well as in market feedback that we hear from our friends in the industry.

The post pandemic boom faded and was replaced by numerous global economic headwinds that becalmed a KBB market that might otherwise have prospered. As the market has got tougher, it has become more competitive. More aggressive. Last week, in conversation with one industry contact, they referred to a supplier as, ‘having their boot on our throat’. That doesn’t sound pleasant, though. Or helpful.

Yet, amidst all this unbridled competitiveness, we are still finding that there is room to foster genuine connections between individuals in the KBB market. Opportunities to build trust, share some insight and expertise and cultivate mutual understanding. This all goes a long way to building business relationships that serve both partners and that, critically, have staying power. In tough markets, this can be a powerful thing.

For some months now, during numerous meetings, breakfasts, lunches, and dinners, we have been connecting with partners across the full gamut of our business. Mostly, these have begun with an informal show and tell, an ‘opening up’; how’s things, what are you seeing, where are you hurting and how can we help.

These conversations have proved incredibly useful, leading us to reinvent our UK network design and transport infrastructure, radically overhaul our pricing and product portfolio and even change internal policies and procedures that we found got in the way of doing business with our partners. In the simplest terms, they allowed us to hear, understand, and act. Conversations have been sensible. Deals have been mutually beneficial. We’ve also had a chance to smooth out the inevitable bumps in the road that occur in any relationship.

Meet people and add value

We are continuing this tack throughout June and July, notably with some key events. We are travelling to Ireland later this month with the Worktop Fabricators Federation (WFF), talking to both fabricators and kitchen studios about health and safety in the industry, along with advances in material technology. In July, we are up with the excellent team at Material Source Glasgow talking recycled materials, ICON crystalline silica-free surfaces and changes in the global engineered stone category with Architects & Designers.

In between, our technical team have been running dedicated training sessions with worktop fabricators keen to promote Caesarstone Porcelain as part of their offering, as they respond to the overwhelming market demand for our innovative colourways and superior material. 

Importantly, whilst every partner will always have a dedicated account manager, we recognise that our clients may also need access and support from across our organisation. Whether it is customer service or technical support, or collaborating on a marketing initiative, as we increasingly become a more customer-centric organisation, we’re adapting to put the varying, and often specific, needs of our partners at the heart of our joined-up approach.

We understand the important of honest, value-add partnership, and that this can best be enabled with a combination of experienced, knowledgeable colleagues in the field, supported by extensive cross-functional support from our London Headquarters. This hybrid approach has been optimised with high calibre new recruits joining the Caesarstone UK & Ireland team in recent months.

What consistently strikes me, perhaps more now than ever, is the enduring power of a simple truth: "people buy from people." In an increasingly digital landscape, where clicks often precede conversations, the human element remains the bedrock of success in our industry.

So, with all that in mind, we look forward to seeing soon.