Q & A: Jim Longstaff
11 December 2020
Fielding all my questions today is Jim Longstaff, chairman of Coventry-based Clements Plant & Access Hire. The company offers a broad range of tools and machinery from its single depot and has origins dating back to 1965.
How’s business?
It’s held up much better than we anticipated and we’re more or less back to where we would expect to be. Interestingly, the shape of business has changed: the average hire duration has reduced, which has the domino effect of placing more pressure on our delivery and workshop operations. But on the positive side, you can get the same machine out on hire several times a week and theoretically earn more money from it.
What is your standout Covid-19 related memory or experience?
On the last day of March, I assembled the whole team and told them our backs were against the wall in an unprecedented situation. It was effectively a choice of being furloughed on 80% wages or some people having to be laid off. We had a democratic vote and the result was for the former option, so we furloughed most and kept a skeleton emergency staff. It was like a wartime spirit and we were in the trenches together. The whole team is back now, although we have replaced two drivers.
What legal or regulatory change would help your business or industry generally?
The proposed red diesel tax rebate change needs sorting as it affects an important revenue stream. And the government should give more encouragement to companies taking on apprentices. Businesses need to invest in the next generation. We’re currently training our sixth apprentice.
How did you get into the industry?
I started as a spares clerk with Benford [the dumper manufacturer, eventually acquired by Terex in 1999] and caught the machinery bug. I went on to several jobs with various suppliers before teaming up with the late, great John Jennings to buy Clements in 2006 – just before the credit crunch!
Who or what inspires you?
Well, JJ certainly did. He didn’t suffer fools gladly and had the uncanny knack of cutting straight to the heart of the matter – and invariably being right. Today, I admire the American investor Warren Buffet who’s down to earth and easy to understand. He once said: it takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.
What annoys/frustrates you?
People who don’t appreciate the value of the equipment and service we provide, and who just give it away at uneconomical rates. There are too many order takers instead of genuine sales people who actually sell service and quality rather than targeting the lowest common denominator.
What’s the best piece of advice that you’ve ever been given, or that you would pass on to others?
Trust your instincts.
What new skill would you like to learn?
To play the piano. I’m sure I could do better than most of the acts on The X Factor or Britain’s Got Talent. Mind you, I’ve got hands like muck forks.
How do you relax after a hard day?
I built a potting shed earlier in the year. I’m propagating roses and other plants. I have no particular talent in this direction, but it gets me out of the house.
What was your favourite school subject?
Woodwork. My grandfather was a master carpenter and it was fascinating to watch him. I still make things in my garage. Recently I made a couple of garden mirrors for a colleague.
If things had been different, what other career might you have chosen?
I did aspire to be a professional cricketer. My idol was the England fast bowler, Bob Willis. I had a trial for Warwickshire - his county club - but things ultimately didn’t work out. The only similarity between us was in having a mop of curly hair.
On what topic could you give a 30-minute presentation with no preparation?
I’d like to get a phone call from a school or college inviting me to talk to young people about starting and running a business. It’s better to learn from someone else’s experience rather than making too many mistakes and learning the hard way.
Do you follow a particular sport and/or team?
I’m a fanatical Wolverhampton Wanderers fan. I was born a few miles away from the Molyneux Stadium. They’re currently in the Premier League, of course, playing the best football they ever have. I’m delighted.
What is the biggest challenge facing your business or the wider industry?
I’ll give you three. One is rate cutting by competitors. You see some people saying they offer hire but it turns out to be just one man and an excavator. A second challenge is renewable energy: what new machines will be developed? And what will their impact be on the residual value of our current equipment? The third is the potential effect of drones and similar technology: they might be used for carrying out remote inspections, rendering access platforms unnecessary in some cases.
And what’s the biggest opportunity?
Again, it could be new technology like environmentally friendly equipment. We’re also seeing bigger machines on smaller chassis, and there’s the potential of non-operated plant driven automatically or by remote control, which could also reduce machine damage.
What’s the secret of success?
Luck plays a big part and I find that the harder you work, the luckier you become. Put the hours in and you’ll be rewarded.
Finally, is there anything you would like to add about the business, the current trading outlook or future plans?
It’s a competitive market but the industry needs to up its game. We’re our own worst enemy. We shouldn’t be giving equipment away or letting the customer dictate to us regarding transport costs or damage. We need to work smarter for a better return. It’s not rocket science.
There will be another fascinating Q & A here on this website next Friday.
Don't miss it.
