Q & A: Simon Whitfield
12 February 2021
Simon Whitfield is managing director of HALT Hire in Stockton-on-Tees. He started his career with Vibroplant (later Vp) in 1997 and went on to work in its UK Forks and Airpac Bukom divisions. Simon subsequently joined its Hire Station operation and eventually became National Sales Director. He started HALT Hire in 2016.
How’s business?
We have had an incredible year, all things considered. We started 2020 strongly and like most businesses weren’t exactly sure what would happen back in March when the first lockdown came into effect. However, we worked through it and came out the other side, grateful to be trading and looking to expand and grow into 2021. January began strongly, ahead of expectation, and we hope to build on that platform as we look for new depots later in the year.
What products are in particular demand at the moment?
We are seeing high demand for mini diggers, dumpers, rammers, cut-off saws and tower.
What’s the best part of your job?
I’ve enjoyed being able to create jobs, sometimes recruiting good people who have found themselves unemployed through no fault of their own. Five years ago, I’d had enough of travelling up and down motorways and the corporate world, and I have worked hard to make HALT Hire sustainable with a solid customer base - and increased revenue and demand enables job creation.
And what’s the worst part of your job?
I absolutely hate chasing customers for payment. The first couple of years were horrendous, with unscrupulous people trying to take advantage of a new business. We eventually outsourced debt collection and I am extremely grateful to the company that does this for us. We don’t have many poor payers now and we get very few complaints from customers, so they must do a professional job.
Who or what inspires you?
Anyone who takes a risk, starts a business and becomes successful. I particularly admire Steve Jobs. His story is brilliant: he had no qualifications, was forced out by corporate people at Apple who thought they knew better, only for him to return, remove those who voted him out and then take it to new levels. When I did a distance-learning MBA at Leicester University, his example was an inspiration. And like him, I started HALT Hire from my garage at home! I found our premises four months later.
What annoys/frustrates you?
As I said, I get annoyed and frustrated by customers who don’t pay. Thankfully it’s not too many but we use credit check tools on a daily basis to try to understand who is trustworthy. Occasionally some get through the net but, in the five years we’ve been trading, only three customers have taken equipment supplied in good faith and not paid a single penny. We rely on our bad debt insurance for the others. It’s expensive but worth it.
What’s the best piece of advice that you’ve ever been given, or that you would pass on to others?
You only get one go at life, so make the best of it. Also, I was once told that you should finish every day believing you have made a difference. I make a ‘To Do’ list every day and even if the list doesn’t always get completed, I make sure that’s my starting point for the following day.
What new skill would you like to learn?
I would like to able to do even basic repairs and services. I wish I could be of more use to our fitters here. They can maintain and repair literally anything. I am always surprised by their extensive knowledge and expertise. HALT Hire is lucky to have them.
How do you relax after a hard day?
I am actually very good at switching off from the stresses and strains. I find the harder I work, the more I achieve, which helps me to unwind. I enjoy watching films, especially those on historical figures or inspirational people, as well as exercising and spending time with family and friends.
What was your favourite school subject?
History, particularly World War II, and economic history in terms of how businesses develop and how management theories evolved.
If things had been different, what other career might you have chosen?
I would have loved to have been a City trader! I became interested in investments when I was offered share options in Vp but I didn’t understand them at all, so I decided to find out. I now have a modest share portfolio and I check it every day. I bought a small number of shares in a business in December that increased three-fold in two weeks. I was walking around the house for a couple of days like I was the Wolf of Wall Street! My wife Lisa got sick of me telling her over Christmas, “The share price has gone up again!”
So what was this share that tripled in price! Just asking for a friend...
A company involved in hydrogen energy.
Tell me a surprising fact about yourself or the business.
HALT is an acronym for Heating, Access, Lighting, & Tools. However, originally we were going to call ourselves HAL, standing for just Heating And Lighting. We decided to add Access and Tools just a month before we started the business to give us more year-round opportunities.
Do you follow a particular sport and/or team?
I am a huge Newcastle United fan. I love football, but all it seems to have brought me is sorrow and frustration with only the very occasional highlight. Mind you, it’s still better than shopping on a Saturday!
What is the biggest challenge facing your business or the wider industry?
The increasing cost of equipment coupled with decreasing hire rates. We are seeing rates drop across the board, even with increased demand for products.
What’s the secret of success?
In my opinion it's working hard. The harder you work, the more likely you are to be successful, but you have to keep adapting and improving in everything you do.
Finally, is there anything you would like to add about the business, the current trading outlook or future plans?
We recently started our HALT Toilet Hire Division in response to demand. We bought our first batch of toilets and they all went out on hire immediately, so we’ll be purchasing more in the next few weeks. The Plant & Tool hire business is ahead of expectations with a really strong pipeline for 2021. We expect to make substantial investment this year to meet demand and we hope to open new depots very soon.
