Geary explained the reasoning behind the new venture: "Having studied the success of commission-based manufacturers’ representatives in the United States, I believe that with our integrated approach - the right team and the right lines - our model will be very successful in the UK. The salaries, cars, overnight stays, pensions and all the other associated costs make a single line sales team very expensive to maintain. Out-sourcing sales to Gearline Marketing cuts the supply channel costs for manufacturers and distributors, sharing those overheads with a number of other complementary lines.
As part of his research into the viability of establishing a professional sales management company in the UK, Geary approached Hemel Hempstead-based pro audio distributor Aspen Media and managing director Collings immediately saw the potential. "Being a relatively small, specialist company, we found the costs of setting up a sales team to be prohibitive, so when Rod first came to me with this idea it was of significant interest. It offered us something we couldn't have justified independently. Hence we have put both the brands we represent and the established infrastructure of Aspen Media behind Rod and this new venture."
Gearline’s current portfolio includes JL Cooper, Leema Acoustics, Connectronics and a recently signed sales management agreement with specialist microphone manufacturer Clock Audio.
(Ruth Rossington)
