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www.northernforlifts.co.nz
Twenty-seven years ago, when I joined the then independent forklift rental company CESCO, there was no tyre supplier who could provide a full service focussed on forklifts. The forklift industry was pretty much the poor relation and took what it was given.
This wasn’t good enough for John Eastwood and Russell Black. Their company, Eastwood Electrical, serviced lots of forklifts for end users and forklift companies and had their own rentals which needed tyres. John and Russell took the punt and started bringing in industrial tyres and selling to the industry. John, being John, gave it the 150% he puts into everything he does and suddenly we had a forklift tyre specialist in our midst.
I had looked at tyres as a cost of running the rental fleet which was quite difficult to address in any meaningful way. As tyres wore out we bought new ones from our big name supplier who charged a lot, were often out of stock and provided a fairly unsatisfactory fitting and repair service. The low service level often led to problems with our rental clients who weren’t impressed by slow response to punctures and who didn’t care that it was a third party who was letting us both down – they just wanted their forklift up and running.
Eastwoods changed all that. Because they were in the forklift business themselves they understood the needs of the industry and built a structure that met those needs. I can recall discussing with John that I was amazed by the huge amount of stock he carried – his reply was that if your forklift needed tyres you didn’t want to be told “ there’s so little demand for that size we don’t carry them and they’ll be three months delivery.” John’s theory was that a happy customer will be a repeat customer and so will their friends because word of mouth in a relatively small industry is a powerful force.
Well, all these years later John and Russell’s big gamble has paid off – both for them and their clients. First with CESCO and now as Sales Director of Northern Forklifts for the last 15 years I’ve watched Eastwoods prosper and grow into the business it is today. They are our “one stop” tyre shop as they are for most of the forklift industry, a position they’ve earned with their stocking a complete range of tyres, technical know-how and assistance, tyre monitoring, fitting and repairs and most of all a commitment to customer service and long term relationships.
At Northern Forklifts, we’re looking forward to the next twenty seven years of partnership with Eastwoods.
Dexter Hyland - Sales Director Northern Forklifts Limited
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