Joskos not afraid to sit out quickie deals as it eyes long-term growth

Education reseller on a mission to secure lifelong customers

Education specialist Joskos has said it is not afraid to sit out bidding for low-margin, one-off deals on its quest to secure lifelong customers.

The London-based reseller claims it posted 30 per cent revenue growth in 2013 due to what it claims is its customer-centric ethos – something it hopes will help it repeat double-digit sales expansion in the coming 12 months.

Joskos' managing director Nick Madhavji said his main aim is to be a trusted partner to education customers for the long term and that he is happy to take a pass on quickie hardware deals.

"We only bid on contracts that satisfy two things," he said. "We have to add value and make a difference to the schools. For us, it is all about service. If there is large box-shifting deal that doesn't have a view into the future for a relationship, we don't take a punt.

"Although any deal is a great opportunity for Joskos to demonstrate our service focused ethos"

He added that low-margin or one-off deals where no services can be offered on top are not of interest to Joskos, which would rather strike up a partnership with a customer who is in it for the long haul.

"As much as I'd like short-term wins, we are in it for long-term gains," he added. "It has always been the ethos."

Over the past 12 months, Joskos has signed up 12 new recruits, including some senior staff, taking its headcount to more than 50. In the coming year, the reseller aims to bring another 15 recruits on board.

Madhavji said Joskos' strict customer focus means its sales staff are rewarded not just for hitting financial goals but for building meaningful relationships with end users.

"Yes, everyone has got targets but the ethos is really about sharing success," he said.

"We have a different type of salesperson – [those who can say] ‘this is my customer and this is how we add value and can make a difference to kids' learning'. Everyone has got numbers [to hit], but we are absolutely enthused by making sure there is a good customer story."

The company has hailed a flurry of new contract wins recently, with one in excess of £1m signed just last week.

Madhavji said by investing in the right staff, the company is securing its future.

"We have invested heavily using our own cash – we have never borrowed money – and we invest in people and processes. That's an investment in our potential."