Q&A: Keith Hallam

5 November 2021

Keith Hallam is Trading Director – Tool Hire with Bradfords Building Supplies, the long-established Yeovil-based merchant and tool hire group. It currently has a hire presence in 28 of its 44 branches serving the south west of England. Keith joined the business back in 1987, and has been with the Tool Hire operation for 20 years. He was recently elected on to the HAE Tools, Plant and Equipment Board. 

How’s business? Are any markets or locations particularly strong?

Business has been strong all year with a high demand on most items, especially compact plant. All of our branches are doing well and we have a great team. The south west of our region, in particular Devon and Cornwall, has seen unprecedented growth.

What’s driving that? 

Since the pandemic, more people are moving into the region from the larger cities. They don’t want to commute five days a week and are introducing hybrid arrangements of working mainly from home and perhaps going to the office for two days with an overnight stay. So they are selling their homes, buying a larger property with the proceeds and adding extensions, driveways and landscaped gardens. I think having the G7 summit in Cornwall in July also promoted the area. 

What products are in particular demand at the moment? 

Access towers, compact plant, pedestrian rollers and tracked carriers. 

What are some of the most recent additions you’ve made to the hire fleet? 

Additional compact plant, garden machinery, conveyors, breakers.

If someone was to ask you to cut your hire rates, how would you respond?

I would talk to them about how we have concentrated on purchasing the latest market leading fleet from leading suppliers to ensure that our customers get the job done in an efficient and safe way. I have always found that people will go for hire items that are up-to-date and well looked-after. They might search for a deal but they know that it’s better to have something on site that works, rather than suffering downtime and additional costs.  

What’s the oddest or most challenging hire request you’ve ever received?

We’ve been asked for some odd things over the years, but I suppose one of the strangest was a request for sheep shearing equipment! A farmer contacted one of our branches when his own machinery broke down and he found that all the mobile operators were booked solid. That was just a bit too specialised for us. 

What annoys/frustrates you? 

On a personal level, it would be people who throw litter onto the ground or out of car windows. 

And on a business level? 

People who slash hire rates just to win the business, which in turn drives down profitability.

What was your favourite school subject?

English Language and Literature. I still enjoy reading the classic authors and poets - when I have the time. 

How did you get into the industry?

My very first job was as a technician at a shirt factory in Chard, maintaining all the equipment from sewing machines to hot steam presses. Then I joined the famous Clarks shoe manufacturer in Ilminster running a production line. In 1987 I saw an ad for a trade counter assistant at Bradford’s Ilminster merchant branch and worked my way through the various departments, such as kitchens, bathrooms and planning, eventually becoming branch manager.

When did you switch to hire?

Bradfords added Tool Hire in 2001 to create a one-stop shop. It seemed like a great idea to have a new career with the same company, and here I am 20 years later, still enjoying it.

If things had been different, what other career might you have chosen?

I’m not really sure, but no doubt it would have been something that involved mechanics or engines.

What’s the best piece of advice that you’ve ever been given, or that you would pass on to others?

In business, it would be to treat your staff well and always encourage teamwork. This usually results in them providing a high standard of customer service, which in turn drives your business forward. 

Tell me a surprising fact about yourself or the business.

Bradfords has just celebrated its 250th year. 

Do you follow a particular sport and/or team? 

F1, particularly Lewis Hamilton and the Mercedes team. And rugby – Bradfords sponsor the Exeter Chiefs.

What new skill would you like to learn?

I would love to learn how to play the guitar. I took lessons as a child but never kept up the practice!

What music do you like listening to? 

I like all kinds. I suppose it depends on the time and place. I like to listen to classical music in the car when I’m on my own, but I tend to listen to anything. 

What would you do if you won the lottery?

I suppose I would spend it on the popular dream items such as a nice holiday home with a pool, somewhere hot. And a sports car. I would also donate some to charity and help my two grown-up children get on the property ladder.

What’s the secret of success? 

Do what you say you’re going to do and treat everyone as you would like to be treated. Keep good people around you and promote from within, wherever possible. 

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